Robert Jeffery is dad to over 80 houseplants. He is a Black entrepreneur and content creator who uses plant culture to share anti-racist work with broad audiences. Planter Rob was born in Birmingham, Alabama. After graduating from Western Michigan University with a degree in Organization Communication, Rob moved to New York, where he launched a business in the floral industry. The start-up’s message? Let’s chat plants and racism.

Planter Rob is a brand intended for everyone. Through engaging content, they teach how to care for plants while bringing awareness to the many faces of racism. Planter Rob offers a variety of products and services including indoor plants, merchandise, digital marketing, plant styling for home and businesses, plant consultations, and workshops.

Rob began this work due to the lack of BIPOC representation within the plant community, especially in media and mainstream advertising. When he tells people “I sell plants”, they often respond with a violent microaggression, cracking jokes about marijuana. But with Black men behind bars at horrifically disproportionate rates due to a plant, it’s no joke. Rob’s on a mission to normalize conversations about plants and racism – so we can grow sustainable justice while tearing up the roots of systemic oppression.