In the quiet, picturesque landscapes of the East End, a revolution in lawn care is quietly taking root. Founded by sustainability-minded innovators Adam Sloan and Adam Goldwasser, Greener aims to transform the way homeowners and landscapers maintain their properties. Their company promises to significantly reduce noise and environmental impact. We caught up with the founders to explore their journey, the technology behind their service, and the challenges they faced in introducing robotic mowing to Southampton and East Hampton.
What inspired you to start Greener and how do you do that? visualize your business influence on the East End?
Adam Sloan: It started with the noise. The incessant noise of large mowers. The mowing at inconvenient times, the inconsistency of when I was supposed to mow, and the gas pollution. And we found out we weren’t alone — other homeowners felt the same way. At Greener, we help landscapers meet this demand by making it easy to switch from traditional to robotic mowing. When landscapers decide to switch to Greener, they immediately reduce their environmental impact by 90 percent for every property they bring on board.
Founder and CEO, Adam Sloan. Courtesy of Greener
Can you explain how Greener’s technology works and how it differs from traditional lawn care methods in terms of efficiency and environmental impact?
Adam Goldwasser: The majority of time spent on a property doing traditional lawn care is mowing the grass. By using Greener’s technology, the time spent on the property is reduced by 80 percent. Since traditional methods currently account for five percent of annual U.S. greenhouse gas emissions, we can make an immediate impact by switching to robotics. Our autonomous mowers use rechargeable batteries, have zero emissions, and consume only $4/month in electricity.
Traditional mowing stresses the grass and removes all the nutrient-rich clippings, requiring excessive use of nitrogen-rich fertilizers that harm water supplies. Our robots mow every day, releasing valuable nitrogen into the soil in the form of micro-clippings, reducing the need for over-fertilization. And the noise from traditional methods is about as loud as a New York City subway train. Greener equipment is whisper quiet, giving homeowners and their neighbors peace of mind. Our collective impact is measurable and immediate, reducing these problems by at least 90 percent today.
What challenges have you faced in convincing East End residents and property managers to embrace Greener’s sustainable lawn care? practices?
IF: Creating awareness is our biggest focus. While robotic mower technology has been around for decades, it’s only now finding its way into the U.S. market in a meaningful way. The opportunity lies in our ability to provide landscapers with a hassle-free, ready-to-use solution, which is what we do every day. It’s a product differentiator for the landscaper and it meets a lot of needs.
How does the Greener service team determine the best places for robotic lawnmowers on a property and what factors do they take into account during the installation process?
AG: Our solution works on almost any type of terrain. The devices are extremely robust and can handle the most complex lawns, including hills, obstacles and paths. Robotic mowers are small and discreet, and our team looks for places where the robot mower base stations are out of sight or in the center, so they don’t disrupt the aesthetics of a homeowner.
Co-founder and COO, Adam Goldwasser. Courtesy of Greener
Can you tell us more about the services Greener provides, such as the weekly visits from trained turf specialists and the monitoring and maintenance services?
IF: Greener offers a turnkey solution where everything is hands-off for both the landscaper and the homeowner. We assess properties for effectiveness, install our robotic lawnmower system, and make adjustments as needed throughout the season and beyond. Each week, a member of our team visits each property for quality control and keeps an eye out for emerging lawn issues that may require the landscaper’s attention to resolve. We document these issues and communicate them to the relevant parties to take action as they see fit.
How do Greener robotic lawn mowers ensure safety for children and pets, and what built-in safety features do they have to prevent accidents?
AG: Greener does not manufacture robotic lawnmowers, but instead uses industry-leading, best-in-class equipment. There are currently over 2 million units in use across Europe, and they meet high safety standards. There are sensors that stop the mower when it is lifted, and ultrasonic and vision extensions that avoid obstacles. Each unit also has a stop button that, when pressed, stops the operation. Pets see the mowers as their new friend; and although it is also safe around children, we think it is always good practice not to leave children or pets unattended.
What are some of the key benefits homeowners and landscapers have reported after switching to Greener’s electric, silent lawn care solutions?
IF: As we said at the beginning, silent mowing is by far the biggest impact we offer. It is significant and immediately noticeable. We also reduce the carbon footprint by 90 percent compared to traditional methods. And when you mow every day with robotics, your grass is kept neat every day of the week, giving you that freshly mowed feeling. Many families report that their children are able to use the lawn for fun and soccer, among other things, much more often than if their lawn was maintained traditionally.
Landscapers see immediate benefits in employee flow. Labor is the scarcest resource in the markets we serve, and mowing is the most time-consuming and lowest-margin job of all landscape services. By replacing traditional mowing with robotic mowing, landscapers can service more properties with the same crew, freeing up time to focus on their backlog, increasing revenue for their operations.
Can you give an example of how Greener has better served a property owner? Want to understand and improve the health of your lawn?
AG: By using robotics, our customers can see the impact every day. Because the lawn is always mowed and the clippings are absorbed, the result is that our lawns are “greener.” So when something doesn’t look right, homeowners are often proactive in reporting potential problems. This leads to a faster response from the landscaper and produces a more consistent season.
We understand that Greener offers a 90% reduction in carbon emissions compared to traditional lawn care methods. How important is this statistic in promoting the adoption of your services?
IF: This is an important statistic today, but it’s not so important when it comes to noise reduction adoption, where machines as loud as a New York subway are being replaced with equipment you can’t hear over the chirping of birds. Legislation like Net Zero 2035 raises awareness among homeowners and will continue to drive our adoption.
How did East Hampton and Southampton Village governments supported Greener’s initiatives, and what role do you see locally government plays a role in the future of sustainable lawn maintenance?
IF: The Mayors of East Hampton and Southampton Village have fully supported our initiative to increase the adoption of robotic lawnmowers in the area. The villages have already taken significant steps to promote sustainability, most notably through regulations against the use of gas leaf blowers. They have chosen to implement robotic lawnmower programs within their own maintenance departments, in partnership with Greener, to further their initiative.
For more information, visit gogreener.us.
Ty Wenzel
Co-publisher and contributor
Ty Wenzel, a recent breast cancer survivor, began her career as a fashion coordinator for Bloomingdale’s, followed by fashion editor for Cosmopolitan Magazine. She has also been a writer for numerous publications, including publishing a memoir (St. Martin’s Press) and contributing articles to The New York Times. She is an award-winning writer and designer who covers lifestyle, real estate, architecture, and interiors for the James Lane Post. She previously worked as a writer and marketing director for The Independent. She has won multiple PCLI and NYPA awards in journalism, social media, and design, including best website design and best magazine for the James Lane Post, which she co-founded in 2020. Wenzel is also the co-founder of the children’s meditation app DreamyKid and the Hamptons’ social media agency, TWM Hamptons Social Media.
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