Our 2025 CEOs to Watch are forward-thinking leaders transforming family businesses across generations and industries. Some are building values-driven enterprises from the ground up, others are modernizing multigenerational companies. Some are family members, others are not. But they’re all united by a shared commitment to creating inclusive, purpose-driven cultures that blend innovation and tradition.
They also have another trait in common: the ability to balance long-term vision with day-to-day execution, ensuring their companies remain competitive while staying grounded in the family’s values.
Justin White
K&D Landscaping | CEO | Second Generation
Under Justin White’s leadership, K&D Landscaping has grown from a small family business into a powerhouse projected to reach $30 million in revenue by 2026. Since taking the reins in 2015, White has focused on raising the bar in the landscape industry by investing in people, building scalable systems and creating career opportunities for his team, all without outside investment or private equity involvement. Instead, he has relied on operational excellence, clear long-term planning and a deep investment in the people around him. He has built leadership teams from within, developed apprenticeship programs and created career pathways that give employees a reason to stay and grow.
“His emphasis on company culture is not a slogan,” says Drew Etling, White’s executive assistant. “It is a daily practice backed by coaching, mentorship and team engagement at every level.”
Beyond his work leading K&D, White created JW Group and The Disruptors, a coaching and peer-to-peer platform, where other business owners in the trades come to learn, connect and grow. “Justin gives away his playbooks and frameworks to others with transparency and zero ego, believing the rising tide lift all boats and he actively mentors young entrepreneurs and leaders throughout the green industry,” Etling says.
White also embraces innovation. He has introduced artificial intelligence tools, real time digital communication and other forward-thinking practices into an industry that has traditionally been slow to evolve.
“Since stepping in as CEO in 2015, I’ve focused on one mission: raising the bar in the landscape industry. Having a core purpose has given our company guidance and clarity, even in the most challenging times,” White says. “Taking a small family business doing just over a million dollars in revenue to now a $20 million organization has been one of the most gratifying experiences of my life. “What I’m most proud of is the career paths we’ve created and the opportunities our team members have to grow within the business. Through this journey, we’ve also helped show the industry that with the right strategic plan and a committed team, a family business can achieve extraordinary things.”