ORLANDO, Fla. – Middleton Lawn & Pest Control entered 2004 growing its list of target service areas to Clearwater, Ft. Pierce, Gainesville and St. Augustine, Fla. Population growth in these areas, as well as around the state, encouraged Middleton to expand, reducing pest-associated risks that are possible with rapid growth plans.
“Our long-term goal is to become the largest pest control and lawn care company in these new markets, just as we are in other parts of Florida like Daytona, Orlando and Tampa,” said Greg Clendenin, president and CEO, Middleton Lawn & Pest Control, based in Orlando. “In our industry, you have to go where the people are. The new markets are located in either forest or coastal water areas where pests will fester, especially as residential communities continue to develop.”
In planning its growth strategy, Middleton chose to expand its offerings into the designated areas for several reasons, including the areas’ sub-tropical climates, which support a year-round business; legislation that is industry-friendly yet environmentally sound and favorable economic conditions surrounding a recession-resistant industry.
Although no services are unique to these Florida areas per se, some are more concentrated in the cities than in other areas. Subterranean termite control, for example, is important in forest areas, while drywood termite control is essential in coastal areas. Middleton’s non-fumigation treatments are ideal for homeowners in Clearwater, Gainesville, Ft. Pierce and St. Augustine and popular in other Florida markets where Middleton is present, such as Daytona and Tampa.
Extending services into these new areas is part of Middleton’s overall expansion plan. In 2003, the company grew into Clermont, Ocala, Tampa and Vero Beach, generating a 7-percent revenue increase due to this new expansion alone. In addition, Middleton recorded the company’s first-ever record sales month of $2.5 million in the company’s 50-year history during October 2003. Overall, the company’s goal is to become the largest pest control company in Florida. Currently, Middleton is fifth largest in the state, and the 25th largest in the United States.