James A. Bethke

James A. Bethke was born on August 21, 1953 in Milwaukee, WI, and he continues as an avid Green Bay Packer fan. He grew up with a passion for the insect world, which is evident in his presentations, trainings and pest management seminars. He is fond of telling how when visiting friends and neighbors, he would be in the backyard turning over the boards and rocks and checking the outdoor lights for new and interesting bugs. As a budding young scientist and much to his mother’s dismay, he would bring the many jars full of creatures into his room and study them.


Mr. Bethke began his career in March of 1981 working for Dr. Michael Parrella in the Ornamentals Project in the Department of Entomology at University of California Riverside (UCR). He attained a BS and MS in Entomology during his tenure at UCR and in 1987 became a Staff Research Associate in the department working on pest management and various invasive pests in the ornamental plant production industry. In 2005 Mr. Bethke became the Nursery and Floriculture Advisor for University of California Cooperative Extension (UCCE) in San Diego and Riverside Counties. In 2010 he became the County Director for UCCE San Diego with supervisory and management responsibilities.


During his 35-year career, he has written over 800 technical reports, newsletters, popular press articles, and scientific publications. As an Advisor, Mr. Bethke has made a notable addition to the scientific body of knowledge with 62 peer-reviewed publications including 39 scholarly journal articles, 16 of which were senior author publications. Further, Mr. Bethke is frequently an invited speaker at many scientific and technical seminars and workshops and has spoken at many public venues about the wonderful world of insects. He has given over 300 scientific and technical presentations and over 300 non-technical presentations to the public.


Mr. Bethke is a member of the Entomological Society of America, Entomological Association of Southern California, Pesticide Applicators Professional Association (PAPA), American Society of Horticultural Science (ASHS), and an affiliate member of the San Diego County Flower and Plant Association and the California Association of Pest Control Advisors (CAPCA). Due to his reputation and experience, he is the Science Advisor to the Center for Applied Horticulture Research and for the California Citrus Nursery Board, and he has been a member of numerous scientific and technical advisory committees including California Department of Agriculture (CDFA) Diaprepes Advisory Committee, Light Brown Apple Moth Task Force, Eye Gnat Research and Education Project, CDFA Nursery Advisory Board, Gold Spotted Oak Borer (GSOB) Technical Steering Committee, UC Nursery and Floriculture Alliance Executive and Editorial Committees, Q-biotype Technical Advisory Committee, European Pepper moth Task Force, and the Polyphagous Shot Hole Borer Working Group.



Mr. Bethke’s research and education efforts in Cooperative Extension have been recognized by UC and by the nursery and agricultural industries with significant awards that include the UCR Incentive and Professional Development Award 2005-6, Outstanding New Academic 2011, UC Agriculture and Natural Resources Distinguished Service Award 2011, San Diego Co. Agricultural Commissioner Certificate of Excellence 2011, San Diego County Flower and Plant Association Outstanding Person of the Year Award 2013, California Association of Pest Control Advisers Outstanding Contribution to Agriculture 2013, and CANER’s Research Award 2014.



Mr. Bethke currently lives in Riverside County with his wife of 29 years and two of his three children. His wife is a teacher and an avid painter. His oldest daughter is married and going to college at the University of Alabama. His other daughter and youngest son are both attending community college. Mr. Bethke likes the outdoors and spends time fishing, camping and hiking, and of course, wherever he goes, he carries a small vial just in case he spots a new and interesting insect to add to his collection.




Cheryl Goar

Arizona Nursery Association

Originally a dairy farmers daughter raised in Indiana, Cheryl Goar, CAE, has been Executive Director of the Arizona Nursery Association (ANA), a 250-member trade association for the wholesale and retail nursery industry, for the past 26 years.  As such, she manages a staff of three and a budget of just under $400,000.   She is responsible for the government regulations and lobbying as well as the public relations and administration of the association.  Cheryl also serves as director of the association’s 501c3 foundation, ANAFUND, which has a balance of just over $500,000.  The foundation provides over $27,000 in yearly scholarships to worthy students pursuing degrees in horticultural related fields.


Most recently, Cheryl has been recognized as the driving force behind the Plant Something campaign, a national marketing program for the green industry.  Under her direction, the association received its first grant in 2010 to develop the program and since its inception, has received over $500,000 in grant funds and has taken the program to 25 partner states.


She holds a B.S. in Communication with a concentration in Advertising and Public Relations from Purdue University, a certificate in Non-Profit Management from Arizona State University and a Masters in Agribusiness from Arizona State University.  Cheryl received her Certified Association Executive designation in 1999 from the American Society of Association Executives.  Formerly the Marketing Director at ANA, she has been active in the non-profit and agricultural arena in Arizona for over 28 years.


Cheryl is active in many associations including Past President of the Arizona Society of Association Executives and current President of the Project CENTRL leadership development program board.  She is also a proud Past President of Board of Directors for the Nursery & Landscape Association Executives of North America.

Carl Kah

Chief Executive Officer

K-Rain Manufacturing Corporation

In 1953, Carl Kah graduated with honors from the Georgia Institute of Technology with a degree in Chemical Engineering. Immediately following graduation, Carl served in the US Army Artillery corps from 1953 through 1959. There, he graduated “first in class” from the 53-week Guided Missile Staff Officer Training Course.  After being honorably discharged, Kah joined Pratt Whitney Aircraft in the Applied Research and Propulsion Division. He was resident at the company’s Palm Beach Gardens, Florida, research and development facility.  At Pratt Whitney, Carl Kah served as Deputy Program Manager for the Air Force’s reusable rocket engine program. The technology developed there precedes the engine currently employed in NASA space shuttles. Kah was project engineer for United Aircraft’s first large gas dynamic laser, the largest in the world at the time.

In 1974, Carl Kah founded K-Rain Manufacturing Corporation. The company manufactured and marketed his newly patented concept for an automatic residential irrigation control system. Today, Carl holds over 80 patents (list attached) specific to the irrigation industry. He continues to leverage his engineering expertise and creativity to further develop innovative technology and industry-leading advancements in irrigation.


In 1988 Kah was honored as Florida Small Business Leader of the Year and represented the State of Florida in Washington.  His involvement in community and industry service has continued since.  Kah is past president of the Florida Irrigation Society, founding director and past president of the Palm Beach County Word Trade Council, former director and past chairman of the Education Committee for the Economic Council of Palm Beach County, past member of the Department of Commerce District Export Council and a founding director of a Palm Beach County Bank.  Kah served for a number of years on the Executive Advisory Committee for Florida Atlantic University and the Advisory Committee for Palm Beach Community College.  Kah was invited to the White House and participated in discussions regarding the passing of NAFTA.



Kah’s industry innovations include:

  • Invention of the K-Rain 6000 and 4000 Series Indexing Valves which are a very dependable  and low cost design for pump and well applications
  • Improved the drive mechanism for gear driven rotors with the design and patent of the third reversing spring.  This innovation biases the gear drive, eliminating the neutral position (an inherent problem for all gear driven sprinklers). This feature is incorporated in all K-Rain gear driven rotors making them very reliable
  • Invention of the arc indication on the top of the sprinkler, which dramatically improves the ease and simplicity of setting the sprinkler’s arc of oscillation
  • Invention and design of the clutch mechanism in the K-Rain ProPlus and SuperPro, which returns the sprinkler to the preset pattern when the riser is moved out of position
  • Invention and design of the feature in all K-Rain ProPlus and SuperPro of full 360 degree and adjustable arc within one gear driven rotor;
  • Invention and design of an improved flow shut off feature for the K-Rain SuperPro which allows flow shut off for nozzle changing, as well as range reduction plus flow reduction with no low pressure drop in the main flow path.  This innovation improves the distribution pattern
  • Invention and design of the tilt valve K-Rain 100 Series Electric Valves for improved self-cleaning and very low pressure drop.


Presently, K-Rain is the industry’s third largest manufacturer of half-inch and three quarter-inch gear driven rotors. Operating from its headquarters in Riviera Beach, Florida, K-Rain develops and manufactures products for the professional and consumer marketplace.  Having grown from one employee in 1974, K-Rain currently employs a diverse workforce of over 350 people with facilities in Florida and the Dominican Republic.

Roger Fiske

Fiske Landscaping

Roger's family moved from Phoenix to San Lorenzo in late spring of 1952.  School was still in session in California and he had already completed his eighth-grade studies.  With nothing else to keep him busy, he started a neighborhood lawn mowing service.  This business grew during his high school years.  After a brief time at San Mateo Community College Roger entered the US Navy in May 1957.  By that time his business had grown to 43 garden maintenance accounts.  Upon his honorable discharge from active duty in February 1959 he returned to San Lorenzo, regained most of his previous customers, started R.D. Fiske Gardening Service and re-entered San Mateo College.


In the summer of 1959 Roger met Candy and they were married the following year.  He entered the University of California in August 1960 to complete studies for a degree in landscape architecture.  During his years at Cal, Roger continued his gardening business.  He attained his California State Contractors License in 1962 and became a student member of the California Landscape Contractors Association.  Following graduation from the University in 1964, with a degree in landscape architecture, he broadened his business to include commercial and residential design-build projects.


In the ensuing years he took in partners and expanded the business to specialize in public works and commercial landscape installations, and commercial landscape maintenance; at one point employing more than 175 workers.  In 1972, yearning for the creative aspects of design-build projects, Roger decided to make a change, leave his commercial corporation and start a new business focused on the design and construction of custom residential gardens, which he pursued with Candy until retirement.  In 1982 Roger began serving as a consultant and expert in construction defects litigation; most of these cases involved the defense of landscape contractors.

Roger is a California Licensed Landscape Architect and holds California State Contractors Licenses in the following classifications: General Engineering (A), General Building (B), Landscaping (C27).  He is life member in the California Landscape Contractors Association (CLCA) and past member of the American Society of Landscape Architects (ASLA), Associated Landscape Contractors Association (ALCA/PLANET) and the Irrigation Association (IA).


After his graduation from Cal, Roger became active in the local chapter of CLCA and was president of the San Francisco Bay Area Chapter in 1967 and 1969.  During this time, he was a member of the Chapter Peer Review Committee which investigated license complaints for the Contractors State License Board.  He became more and more active in CLCA on a state level serving on many committees; the Education Committee which provided counsel and support for the writing of Landscape Management by James M. Griffin, the Budget and Finance/Ways and Means Committees and the Labor Relations, Licensing and Public Relations Committees.  Roger facilitated the establishment of new CLCA chapters within California; North Coast 1971, Central Coast 1973 and San Joaquin Valley 1974.  He was instrumental in the formation of the CLT (Certified Landscape Technician) program and participated in the early CLT field exams.  After years of service on the CLCA Executive Board, Roger was elected President of the Association in 1986.


In 1980 Roger had initiated the formation of an industry-wide committee to develop uniform minimum standards within the California landscape industry.  All associations directly or indirectly related to the landscape industry were invited to participate.  The California Landscape Standards Committee was founded with more than 100 representatives from over 20 Green Industry related organizations participating, with Roger to serve as Chairman.  After years of work, and long awaited, the California Landscape Standards (CLS) was published in 1989.

Roger participated in many industry activities outside of CLCA including: American Institute of Architects (AIA)…Landscape MasterSpec Review Committee; American Society of Landscape Architects (ASLA)…Director, Northern California Chapter Executive Committee; Associated Landscape Contractors Association (ALCA)…Coordinator, ALCA Field Days Competitions at Cal Poly University, San Luis Obispo; California State Legislature…Unofficial Assembly Advisory Committee on Construction Issues; California Community Colleges…Past Chairman, Agriculture and Natural Resources State Advisory Committee; California Polytechnic State University, San Luis Obispo…Environmental Horticultural Science Department Advisory Council; Contractors State License Board…Chairman, Committee for C27 License Scope and Examination Revision…Regulation Reduction and Classification Review Task Force…Task Force to rewrite the scope of the 'B' License per Appellate Court directive; Contra Costa Water District…Conservation Advisory Committee; East Bay Municipal Utilities District…Past Chairman, Landscape Advisory Committee; Lindsay Wildlife Museum, Walnut Creek…Board of Directors; Northern California Xeriscape Conference…Committee Member; San Quentin State Prison…Landscape Trade Advisory Committee; San Ramon Valley Community Services District…Citizens Advisory Committee for Parks and Recreation.  He also worked on the following publications:  General Reviewer for IDG Books Worldwide…Landscaping for Dummies; Technical Editor for Ortho Books...various landscape related publications; Technical Editor for Books That Work...Landscaping Software.

Over his years in CLCA, Roger was honored to receive special recognitions from the association: 1981 Member of the Year, 1987 Executive Directors Award, 1988 Life Membership, 1990 Allegiance Award, 1990 Knight of the Garter and 2013 Half-Century Award for his support of the industry he loves.


After creating hundreds of gardens and winning many local and state CLCA awards for their projects, Roger and Candy retired from the landscape contracting business in 2007.  How lucky to have had the chance to do what they love most…enhance the world we live in, share knowledge and work with, and for, so many wonderful people.



Candy Fiske

Fiske Landscaping


The chance meeting of an aspiring landscape architect student is responsible for Candy's introduction to the Green Industry.  Working at the time as a technical draftswoman for the telephone company, and a capable typist, she possessed skills which would become essential in the success of her future husband's endeavors as a student and owner of a growing landscape business.

Little did she know at the time where this would lead, but she soon became a partner with her husband, Roger, in what would lead to close to 60 years of involvement in the landscape industry.  All the while growing a successful business and raising a family.


In the mid 1960's Roger and Candy's participation in the California Landscape Contractors Association got her actively involved in the auxiliary known at that time as the Grass Widows; later to be called the Women's Auxiliary and now the CLCA Auxiliary.  In those early days the primary purpose of the auxiliary was to assist at chapter and state CLCA functions and plan, organize and staff various events throughout the year.  The annual conventions were a family event in those days and included many fun-filled activities that the membership's children looked forward to each summer.


A program was initiated in the early 1970's by the Auxiliary to award scholarships to deserving students, annually as funds allowed.  These monies were raised through various activities including raffles, auctions, talent shows and whatever other fun events the members could come up with, and then given away as scholarships each year.


Learning that other organizations had endowed scholarship programs, Candy initiated the concept for what is now known as the Landscape Educational Advancement Foundation, or LEAF, in 1986.  In 1988 this dream became a reality.  At last an on-going foundation that would guarantee the perpetuity of the CLCA scholarship program.  Over the past 30 years, LEAF has awarded more than $500,000 in scholarships to students seeking careers in the Green Industry and the foundation's principal funds recently reached the million-dollar mark.

In addition to putting her energy and efforts into the CLCA scholarship program, Candy worked side-by-side with her husband, Roger, and the members of the Green Industry committee who wrote the California Landscape Standards, CLS, published in 1989.  She helped set up and coordinate meetings of the committee, served as secretary, and designed the format of and edited the final draft of the Standards prior to printing.


Candy served as president of the San Francisco-Bay Area Chapter of CLCA Auxiliary, president of the statewide CLCA Auxiliary and Chair of the LEAF Board of Trustees.  She was honored by CLCA for the creation of LEAF in 1987, awarded Women's Auxiliary Member of the Year in 1990 and recognized for her years of service to the LEAF Committee in 1991.

Candy has truly enjoyed the incredible experience of being a part of the growing Green Industry and blessed to share the friendship and support of so many people over the years.


Bill Cathcart

Cathcart Associates Inc.

Business History

  • Graduated from Cal Poly Pomona - 1972, Licensed 1974
  • Valley Crest
  • Pod, Inc.
  • Cathcart Associates, Inc.
  • Cathcart/Begin Assoc. Inc.
  • Founding Member of the California Landscape Architect's Scholarship Fund
  • City of Orange Planning Commissioner
  • City of Orange Design Review Commitee
  • author and publisher of the Landscape Architect's Reference Manual



  • Design of Pitcher Park, Orange
  • Chapman University - Law School and Parking Structure
  • Freedom Plaza - design around the sculpture of the Berlin Wall
  • City of Orange Historic Plaza
  • Children's Hospital of Orange County
  • Churches, Schools, Business complexes


Charity Organizations

  • Kiwanis club
  • President of the Orange Chamber of Commerce
  • Member, Orange Old Towne Steering Committee
  • President of the Chapman University Athletic Foundation
  • Board member of Orange Senior Center
  • 8 years Captain for the County of Orange paid call firefighters
  • Orange chamber of Commerce "Citizen of the Year"



Judy Guido

Guido and Associates


When it wasn’t cool to be a woman in a man’s world, Judy Guido was there. To say she was the

right person at the right time would be an understatement. Many of the female gender who came

after her have her to thank for making it just a little easier for women to work in the maledominated

landscape industry.


Guido was born in Milford, Connecticut, one of five children. Her father worked in the aerospace

industry, while her mother tended to the house and the garden. Guido’s mom loved to garden,

and like Judy says, “My mother didn’t have a certificate as a Master Gardener, but she was one

of the best Master Gardeners I’ve seen.” During her high school days, Guido played tennis, and was co-captain of her softball and

basketball teams. During the summers, she was a camp counselor, working with poor inner-city kids. After graduating in 1980, Guido was conflicted about which career she should choose. She was interested in two very different career paths. On the one hand, she wanted to save the world and help people. She would describe her personality as being “the ultimate caregiver,” so she thought about becoming a social worker. On the other hand, from the time she was a child, she was also thinking about writing advertisements. “I wrote TV commercials,” she remembers. “I loved business and the marketing and advertising world.” She ended up doing both—a job in the business world and an internship with inner-city kids in Philadelphia, Pennsylvania. She was doing all this while going to school.


Although she earned her degree from Cabrini College on Philadelphia’s Main Line, the majority of her classes were taken at Villanova, almost next door to Cabrini. During her first three college years, Guido played softball and basketball. In her senior year, she was busy doing internships. She received a bachelor’s degree in Social Science and Business Administration. Upon graduation, she was offered a marketing position with a cruise ship company. She was stationed in St. Thomas, in the U.S. Virgin Islands, where she lived and worked for a year. She then took a marketing job with a computer company. After a stint there, she was offered a position with a large real estate conglomerate.

Guido realized, at an early age, the value of networking. She got involved with an executive group in Stamford, Connecticut, where she met

people with different specialties from various industries. It was there that she met Ed Laflamme. He was a member of the group and, over the

years, they became very good friends, and still are today. “I would throw out some ideas and Ed would use them in his company’s business; he would then come back and ask me for more. He had a great company—it was a big company in those years,” said Guido. “I respected what he was doing and had an opportunity to see how he was running his company.” Laflamme was quite active in the Associated Landscape Contractors of America (ALCA), the forerunner to the National Association of Landscape Professionals (NALP). He introduced her to Deborah Holder, then executive director of ALCA. Guido agreed to do some seminars for ALCA, mainly in teaching marketing.


In addition to her regular job, Guido was consulting with a few contractors in the landscape industry, one of course being Laflamme. Eventually,

she took a full-time position with his company, with the understanding that she would continue to consult with a few of her own clients. She

learned quite a bit from Laflamme and others about the landscape contracting business. While holding down a full-time job, and doing consulting on the side, Guido said, “I made up my mind that it was important for me to gain additional education.” She enrolled full time in the University of Connecticut. Studying until two or three in the morning and on Sundays shows how committed Guido was and still is. It took her two years, but graduate she did, with an MBA. In the ’90s, she transitioned away from Laflamme and developed a group of really good clients that she consulted for. At about this time, LandCare USA came into being. They were looking at companies to roll up, and were seeking a marketing leader. One of the companies they were looking at was Southern Tree, and the owner Roger Braswell—as well as Bruce Church— suggested Guido. “We have this gal who’s really helped us and knows our industry, and we think she’d be a great member of the team,” they said. Guido was offered the position of chief marketing officer and joined LandCare USA in 1997.


The company went public in June 1998 and in March 1999, it was acquired by TruGreen, a division of ServiceMaster. TruGreen LandCare was

formed, and Guido was asked to stay on. She was actively involved in mergers and acquisitions for the company. “I didn’t believe their business

model was going to work; it was a very different management style,” remembers Guido. After a year, she left the company and began to

concentrate on her consulting practice.


Through those years, Guido gained a vast knowledge from working with landscape contractors and their companies. She was involved in more

than 103 mergers and acquisitions. Her business acumen covered a wide range that she could now use to help other companies and people. A

career like that would be more than enough for others, but not for Judy Guido.

She knew there was more that she could do to help society and the environment. She became interested in sustainability even before it became a popular buzzword. Presently, in addition to a heavy work load, Guido is doing post graduate work, working towards a doctorate in sustainability.


Being a mom, maintaining a household, working and traveling the country on speaking engagements, and going to school are all Herculean tasks. Yet when you talk with Guido, you would think she had lots of time on her hands. She makes it look easy.

When asked about what she sees in the future, her eyes light up. “What we do to the environment has significant global impact, and that’s one of the significant drivers of sustainability. While there is a lot of harm being done to the planet, our work can have a tremendously positive impact,” she says.


Judy Guido is on a mission. No matter how busy she is, she can’t stop trying to make this world a better place, to help society have more

compassion for the underprivileged, and to keep the environment safe. Knowing her, she will certainly have a positive impact on everyone she comes into contact with.




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