LEBANON, Connecticut — American Beauties Native Plants has announced and welcomed Heidi Mortensen as its new executive director. Mortensen will be responsible for managing the American Beauties brand through digital marketing, supporting and expanding the grower network, product selection, customer service, ecommerce and driving revenue.
Mortensen joins the team from Prides Corner Farms, one of the largest wholesale growers in the Northeastern United States, as an outside sales representative. Mortensen works with more than 300 retail, wholesale and landscape clients across Upstate New York. During her successful seven-year career at Prides, she has been a strong proponent of the American Beauties Native Plants program with many of her Independent Garden Center (IGC) customers, creating American Beauty displays that have effectively increased sales.
Mark Sellew, owner of Prides Corner Farms and co-owner of the brand with North Creek Nurseries' Steve Castorani, states that American Beauties is fortunate to have Heidi join its team. Her passion for natives and IGCs is the perfect mix to keep the wind in its sails and make the American Beauties Native Plants brand a leading choice for gardeners who want to make a difference in their home environment.
Heidi brings with her 20 years of horticultural experience including a bachelor’s of science in horticulture from Utah State University, and serving as nursery management at an IGC and director of horticulture for a multi-store chain across the Northeast United States. She is a published garden writer, Certified Nursery and Landscape Professional for the New York State Nursery and Landscape Association, horticultural ecommerce entrepreneur and an avid gardener.
“I am ecstatic to join the American Beauties team!” Mortensen said. “Empowering the average homeowner to find and use natives is so important not only to myself, but to our environment. I look forward to growing the brand across the nation and spreading my passion for natives.”