We recently had the chance to connect with Sam Tall and have shared our conversation below.
Hi Sam, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What are you most proud of building — that nobody sees?
Most recently, we restored a bridge. My three year old son was a helper and it was really fun being able to work on a project with his enthusiasm.
Can you briefly introduce yourself and share what makes you or your brand unique?
We’re City Farmers Nursery, a family-run garden center that’s been rooted in San Diego since 1972. Our big focus is practical advice, quality plants, and creating a friendly space for beginners and seasoned gardeners alike. What really sets us apart is our team—a passionate, hardworking group that shares knowledge and loves to help out. We’re constantly learning together, and everything we accomplish is thanks to everyone pitching in. At the end of the day, our goal is to serve the community, make gardening accessible, and support each other along the way.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
Farmer Bill, our founder, taught us most of what we know about hard work and dedication. His approach has always been simple—show up every day, keep learning, and do your best. Bill’s hands-on style and focus on building something truly unique in City Heights set the tone for everything we do at City Farmers. He led by example, but always emphasized that real success comes from everyone pitching in, supporting one another, and caring about the community we serve.
If you could say one kind thing to your younger self, what would it be?
If I could say one kind thing to my younger self, it would be: Trust that you don’t have to carry the weight alone. After Bill passed, it was the team—our family, the staff, and every customer and neighbor—who truly lifted City Farmers up and kept us moving forward.
There were tough days, no doubt, but folks always showed up for the nursery, and together we found our way. The community stepped up, the team carried on Bill’s spirit, and, sure enough, it all worked out. In fact, the very people around us helped City Farmers earn the title of best plant nursery in the nation by USA Today—proof that with team and community, more than you think can be possible.
Next, maybe we can discuss some of your foundational philosophies and views? What are the biggest lies your industry tells itself?
I’m not sure if it’s our industry, or the fast-pace of the media we consume, but it’s not true that folks don’t really want rare or unusual plants, or that there isn’t a market for “old-time” hobbies that take true effort and care. It just takes longer because we’ve got more competing ways to spend our leisure time.
We’ve seen firsthand that there is still a deep appreciation for the hard-to-find, the slow-growing, and the things that ask us to roll up our sleeves and get our hands dirty.
we hear from gardeners every day who crave something unique—plants you won’t find everywhere, gardening methods that might take a little more time and learning, projects that remind folks of past generations. There’s a real hunger for that kind of connection, both with the earth and with each other. It’s not about convenience; it’s about meaning and discovery.
It’s the team and our community that prove this old idea wrong. We see families, young couples, and seasoned gardeners coming together to learn and grow—sometimes over a shared love for a rare fruit tree or an old-school veggie variety. When you put in the work together and share those stories, the effort is never wasted. The industry too often underestimates what people are willing to nurture, but we know better. Our job is to keep serving those who want more than just what’s easy or common—to make space for real passion, hard work, and a little bit of wonder.
Contact Info:
- Website: https://cityfarmersnursery.com
- Instagram: cityfarmersnursery.com/cityfarmersnsy
- Facebook: https://facebook.com/cityfarmers
- Yelp: https://www.yelp.com/biz/city-farmers-nursery-san-diego
- Youtube: https://www.youtube.com/@CityFarmersNsy
