Joe is a 50 year veteran of the green industry. Starting in the early seventies in the family lawn care business in Detroit and eventually purchasing that business in 1977. Over that span he has started and sold 5 lawn care businesses. Currently he serves as the co-chair of Experigreen Lawn Care which serves over 100,000 customers in 12 cities in the midwest. In 1985 Joe founded Real Green Systems, a software and marketing company specializing in the green industry. With his experience starting and growing green industry businesses they developed Service Assistant. Serving over 3,000 green industry companies in lawn care the software soon became number one for the industry. In addition to founding these companies Joe has given over 250 presentations on growing businesses.