What began as a simple way to put some extra spending money in Brian Cuccaro’s teenaged pocket has blossomed into a full-service lawn and landscaping business boasting a 9000-foot warehouse and 85+ employees. But it hasn’t always been easy. New Castle Lawn & Landscape weathered some tough seasons and faced a particularly rough period in 2018, when the future of the company teetered on a mower blade’s edge. But instead of giving up, New Castle Lawn & Landscape soldiered on, leaning heavily into the elements that have brought them out on top, time and time again: community, culture and collaboration. Here’s how they did it.
What began as a simple way to put some extra spending money in Brian Cuccaro’s teenaged pocket has blossomed into a full-service lawn and landscaping business boasting a 9000-foot warehouse and 85+ employees. But it hasn’t always been easy. New Castle Lawn & Landscape weathered some tough seasons and faced a particularly rough period in 2018, when the future of the company teetered on a mower blade’s edge. But instead of giving up, New Castle Lawn & Landscape soldiered on, leaning heavily into the elements that have brought them out on top, time and time again: community, culture and collaboration. Here’s how they did it.
The Story Behind New Castle Lawn & Landscape
Under the hot summer sun of 1987, while living at his family’s home on New Castle Drive in Shillington, 14-year-old Brian Cuccaro was looking for ways to earn extra spending money.
Equipped with their parents' lawn mower and a willingness to roll up their sleeves, Brian and his childhood friend and Co-Founder Bryan Weise started knocking on doors and offering lawn mowing services to neighbors at a whopping $15 a lawn, eager to prove their worth. Their parents occasionally drove them to properties beyond walking distance until they got their driver’s licenses.
The small collective of friends, spearheaded by Brian and Bryan, officially formed in 1994 and grew into a full-fledged company over the years by expanding into new neighborhoods and launching commercial services. In 2014, Brad Stephenson took an ownership stake, and in 2022, Dan Marshall would also join the owners’ team. Among the three, they create a dynamic leadership team who knows how to get things done—but still have fun.
The crew was put to the test in a big way, however, in 2018.
New Castle Lawn & Landscape is a longtime provider of opportunities to individuals with green cards looking for work in the United States. That year, a team of 40 trusted, hardworking lawn specialists was fully trained from their past experience with New Castle and ready to go—except that their petition for work was denied that year for the first time ever.
Everyone, from the owners to the administrative staff, was scrambling. It was an unusually wet summer, and the grass was growing like crazy. Every available employee fired up a mower as they raced to complete their contracts (although rumor has it, they took the blades off construction expert Brad’s mower before he went out…).
But when you put your business in a pressure cooker, sometimes something genius comes out the other side.
The company rallied. It doubled down on process in addition to hiring and training. It cleaned up the books, installed channels for digital communication, and honored the hard work of its remaining employees. It also got creative and stepped up its community involvement. What took New Castle Lawn & Landscape almost 20 years to achieve in terms of revenue and company size doubled in the past five years alone. The company is now thriving and offers a portfolio of immaculately-delivered outdoor residential and commercial services.
The Story Behind New Castle Lawn & Landscape
Under the hot summer sun of 1987, while living at his family’s home on New Castle Drive in Shillington, 14-year-old Brian Cuccaro was looking for ways to earn extra spending money.
Equipped with their parents' lawn mower and a willingness to roll up their sleeves, Brian and his childhood friend and Co-Founder Bryan Weise started knocking on doors and offering lawn mowing services to neighbors at a whopping $15 a lawn, eager to prove their worth. Their parents occasionally drove them to properties beyond walking distance until they got their driver’s licenses.
The small collective of friends, spearheaded by Brian and Bryan, officially formed in 1994 and grew into a full-fledged company over the years by expanding into new neighborhoods and launching commercial services. In 2014, Brad Stephenson took an ownership stake, and in 2022, Dan Marshall would also join the owners’ team. Among the three, they create a dynamic leadership team who knows how to get things done—but still have fun.
The crew was put to the test in a big way, however, in 2018.
New Castle Lawn & Landscape is a longtime provider of opportunities to individuals with green cards looking for work in the United States. That year, a team of 40 trusted, hardworking lawn specialists was fully trained from their past experience with New Castle and ready to go—except that their petition for work was denied that year for the first time ever.
Everyone, from the owners to the administrative staff, was scrambling. It was an unusually wet summer, and the grass was growing like crazy. Every available employee fired up a mower as they raced to complete their contracts (although rumor has it, they took the blades off construction expert Brad’s mower before he went out…).
But when you put your business in a pressure cooker, sometimes something genius comes out the other side.
The company rallied. It doubled down on process in addition to hiring and training. It cleaned up the books, installed channels for digital communication, and honored the hard work of its remaining employees. It also got creative and stepped up its community involvement. What took New Castle Lawn & Landscape almost 20 years to achieve in terms of revenue and company size doubled in the past five years alone. The company is now thriving and offers a portfolio of immaculately-delivered outdoor residential and commercial services.
Hardscaping and Outdoor Living
Lawn Care Treatment Services
Landscaping
New Castle Tree Service
Plant Health Care
Residential and Commercial Maintenance
Commercial Snow Removal
Meet Brian Cuccaro
Finance, President, CTO, CLP, ASM
Brian, one of the original founders of New Castle Lawn & Landscape, got into the lawn mowing business because it was an easy way to make some quick cash. But he must have been doing something right, because he and his friends acquired almost 30 lawns in his neighborhood by the age of 14. Brian remembers working out his parents' garage (occasionally blowing a fuse) and simply doing what needed to be done to get started. “I wouldn’t have had it any other way,” he says with a smile. Today, Brian remains an active part of the leadership team and enjoys working closely with industry and community. He is involved with the Seasonal Employment Alliance, regularly visiting Capitol Hill to discuss issues that seasonal businesses face, and was recently honored to receive the Paul J. Hoh Life Improvement Award by Berks County Pretrial Services (BCPS).
Meet Brad Stephenson
CEO
For Brad, business ownership was always a goal. As a student at Governor Mifflin High School, Brad wrote a letter to his future self in a high school English class. In that letter, he wrote that he wanted to own a business before turning 40; something he achieved with New Castle Lawn & Landscape just before his 40th birthday. Gifted with a healthy dose of internal motivation and an outside-the-box, problem-solving mentality, Brad now heads up the growth strategy and development strategy division of the organization and brings a sense of adventure and passion to the team.
Meet Dan Marshall
VP of Operations
Air Force veteran Dan on the other hand, had no early life plans of owning a business. However, his natural diligence, operations and aptitude for seeing things through made him a perfect fit for an ownership role. Initially working as a laborer, Dan had a knack for getting things done and working efficiently without needing a lot of direction or hand-holding. He progressed quickly through the company, serving as the foreman before taking an ownership stake and the VP of Operations role in 2019, followed by a minority owner in 2022.
When you hear the phrase CIA, it may call to mind secret agents and clandestine missions. But when New Castle Lawn & Landscape employees hear the term, they only think: Care. Improve. Attitude.
As part of their efforts to rebound during their seasonal challenges in 2018, the team introduced a set of core values, and it took off in a big way.
While many companies develop a set of core values, it is rare to see those values expressed as clearly as they are at New Castle Lawn & Landscape. Its core values aren’t just found decorating walls or sitting inside a business plan, New Castle Lawn & Landscape's core values have deep roots in the soil of its culture.
“The core values keep everyone involved,” Brad explains. “They’re very important, and we celebrate them at every meeting. We even have a 'Star Board.’ If someone exemplifies a core value, they are given a star next to their picture.”
And, if the leadership team notices that a given employee hasn’t been “showing up” in terms of demonstrating the company's core values, the system provides an opportunity for conversation, guidance and support to discover why not.
“It really does work,” says Dan. “It helps the staff. It helps when you have to hire people. It helps guide people who make decisions.”
When you hear the phrase CIA, it may call to mind secret agents and clandestine missions. But when New Castle Lawn & Landscape employees hear the term, they only think: Care. Improve. Attitude.
As part of their efforts to rebound during their seasonal challenges in 2018, the team introduced a set of core values, and it took off in a big way.
While many companies develop a set of core values, it is rare to see those values expressed as clearly as they are at New Castle Lawn & Landscape. Its core values aren’t just found decorating walls or sitting inside a business plan, New Castle Lawn & Landscape's core values have deep roots in the soil of its culture.
“The core values keep everyone involved,” Brad explains. “They’re very important, and we celebrate them at every meeting. We even have a 'Star Board.’ If someone exemplifies a core value, they are given a star next to their picture.”
And, if the leadership team notices that a given employee hasn’t been “showing up” in terms of demonstrating the company's core values, the system provides an opportunity for conversation, guidance and support to discover why not.
“It really does work,” says Dan. “It helps the staff. It helps when you have to hire people. It helps guide people who make decisions.”
CARE
This value involves care for the customer, the business and each other. Approaching situations with care in mind helps drive a positive experience for the entire ecosystem connected with New Castle Lawn & Landscape, both internally and externally.
IMPROVE
Improvement extends beyond the business; New Castle Lawn & Landscape team members are encouraged to improve in every aspect of their life, whether through education, enrichment or volunteering.
ATTITUDE
New Castle Lawn & Landscape team members keep an upbeat and helpful attitude. It doesn’t mean overlooking problems or not being honest; it does, however, mean consciously choosing healthy and positive outlooks rather than feeding negativity.
Brian, Brad and Dan have seen firsthand that by embracing diversity, New Castle Lawn & Landscape can tap into a broader range of ideas, insights, and approaches, leading to improved decision-making and a competitive edge.
Despite the challenges it endured in 2018, the organization continues to source workers from abroad to fill open positions, and even help with green cards when applicable. And although these workers are part-time and seasonal, the leadership team does their best to make their contract workers feel at home. They regularly host gatherings and events where everyone and their loved ones are welcome; signs and company materials are distributed in both Spanish and English. Brian has taken up formal Spanish lessons over the past two years—he will be delivering his first employee meeting solely in Spanish this year.
Inspired by a young Autistic man who interned with New Castle Lawn & Landscape and was subsequently offered a job, they also have a passion for creating opportunities for children and adults with intellectual and developmental disabilities. The leadership team is actively exploring ways to formally implement a training and career program specifically geared toward these communities.
Additionally, each new employee who joins New Castle Lawn & Landscape is given a DISC assessment. Knowing someone’s DISC style helps the ownership team better understand their team’s work style, communication preferences and responses to pressure.
Based on the positive results that have arisen from their efforts, Brian, Brad and Dan plan to keep diversity and person-based practices as a part of New Castle Lawn & Landscape’s DNA permanently.
Brian, Brad and Dan have seen firsthand that by embracing diversity, New Castle Lawn & Landscape can tap into a broader range of ideas, insights, and approaches, leading to improved decision-making and a competitive edge.
Despite the challenges it endured in 2018, the organization continues to source workers from abroad to fill open positions, and even help with green cards when applicable. And although these workers are part-time and seasonal, the leadership team does their best to make their contract workers feel at home. They regularly host gatherings and events where everyone and their loved ones are welcome; signs and company materials are distributed in both Spanish and English. Brian has taken up formal Spanish lessons over the past two years—he will be delivering his first employee meeting solely in Spanish this year.
Inspired by a young Autistic man who interned with New Castle Lawn & Landscape and was subsequently offered a job, they also have a passion for creating opportunities for children and adults with intellectual and developmental disabilities. The leadership team is actively exploring ways to formally implement a training and career program specifically geared toward these communities.
Additionally, each new employee who joins New Castle Lawn & Landscape is given a DISC assessment. Knowing someone’s DISC style helps the ownership team better understand their team’s work style, communication preferences and responses to pressure.
Based on the positive results that have arisen from their efforts, Brian, Brad and Dan plan to keep diversity and person-based practices as a part of New Castle Lawn & Landscape’s DNA permanently.
Ever heard the old saying to “check your problems at the door?” Not at New Castle Lawn & Landscape.
With more than 85 staff members, New Castle Lawn & Landscape is a business built around its people. If an employee has a problem, personal or professional, the ownership team knows that can flow down into the work. So rather than fostering a closed-off, tight-lipped environment, New Castle Lawn & Landscape encourages its people to bring their problems to the table so the team can jointly work on finding help and solutions.
That culture of help and support extends out into the community as well, efforts that became even more solidified during the COVID-19 pandemic.
Like many other businesses, New Castle Lawn & Landscape wasn’t sure if it would need to shut down. The ownership team remembers holding a meeting in the garage, standing 10 feet apart, and saying “What are we going to do?”
They decided to give it everything they had to stay afloat and to help the community however they could. From volunteering their driving services to partnering with other organizations working on community initiatives, New Castle Lawn & Landscape now enjoys relationships with a number of local organizations, such as Helping Harvest, Caron Foundation and United Way.
The situation blew the lid off past fears that installing a set donation or volunteer program would eat up too much company time and money. Brian’s advice to younger business owners on the topic?
“You don’t have to be so intently focused on the business operations all the time. There are other things you can do to help people, and it will come back to your business in a good way.”
Ever heard the old saying to “check your problems at the door?” Not at New Castle Lawn & Landscape.
With more than 85 staff members, New Castle Lawn & Landscape is a business built around its people. If an employee has a problem, personal or professional, the ownership team knows that can flow down into the work. So rather than fostering a closed-off, tight-lipped environment, New Castle Lawn & Landscape encourages its people to bring their problems to the table so the team can jointly work on finding help and solutions.
That culture of help and support extends out into the community as well, efforts that became even more solidified during the COVID-19 pandemic.
Like many other businesses, New Castle Lawn & Landscape wasn’t sure if it would need to shut down. The ownership team remembers holding a meeting in the garage, standing 10 feet apart, and saying “What are we going to do?”
They decided to give it everything they had to stay afloat and to help the community however they could. From volunteering their driving services to partnering with other organizations working on community initiatives, New Castle Lawn & Landscape now enjoys relationships with a number of local organizations, such as Helping Harvest, Caron Foundation and United Way.
The situation blew the lid off past fears that installing a set donation or volunteer program would eat up too much company time and money. Brian’s advice to younger business owners on the topic?
“You don’t have to be so intently focused on the business operations all the time. There are other things you can do to help people, and it will come back to your business in a good way.”
COMMUNITY & COLLABORATION
At a Glance
⠀⠀⠀⠀
900
Volunteer CDL Hours Driven
$44,731.36
Financial Donations Made in 2022
85
Community Jobs Provided
31
Organizations Partnered
Innovation on the Horizon
In the coming years, Brian, Brad and Dan have no plans of slowing down. With their operational model and culture solidified, they hope that, someday soon, New Castle Lawn & Landscape will have a presence up and down the east coast. New Castle Lawn & Landscape’s story serves as a reminder that hard work, innovation, collaboration and passion do truly pay off. Their journey inspires us all to pursue our dreams, to be brave, and to embrace challenges—because when we do, our growth becomes unstoppable.
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