Green industry pioneer Matt Shooner dies; his business continues

Matt-SGreen industry pioneer Matt Shooner died May 21 in Cincinnati after a lengthy illness. With his wife, Irene, Shooner founded Focal Point Communications in 1986. Focal Point was among the first companies to offer marketing and advertising services specifically for lawn and landscape contractors.

“My father spent 15 years operating a successful lawn care and maintenance business in the ’70s and ’80s, but he couldn’t find anyone to help him advertise his services,” his son Joe Shooner says. “He saw marketing services as an underserved niche in the green industry, so he jumped in with both feet, starting Focal Point in our family living room.”

Joe Shooner said his father believed that if Focal Point Communications made its clients look good, both the clients and “the industry as a whole would prosper and grow.”

Matt Shooner was a member of numerous trade associations, including the Turf & Ornamental Communicators Association, and was a founding member of Project EverGreen. His business will continue under family ownership. Joe Shooner, who has been handling day-to-day operations during his father’s illness, will assume the role of company president.

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