Michael and Frank Ferraro, who have 60 years of combined business and horticulture industry experience, founded PlantFind.com, Inc. in 1999. Having grown up in the Green Industry, Michael saw firsthand the frustrations his father Frank, and other industry businesses, suffered due to the inefficiencies in the procurement process. As the internet began to impact so many areas of personal and business interactions, Michael realized that the internet provided a perfect solution to the Green Industry's procurement problems. Frank agreed, and they began working together in 1999 to create the first active Global Procurement Platform for the Green Industry.

That initial idea became the website PlantFind.com, which currently has over 4,000 users and has over 400,000 line items listed for sale. The network and tools PlantFind has created have placed it as the leader for Internet transactions in the horticulture industry.