About Us

A small privately-held company located in Hollywood, Florida, specializing in the compiling and publishing of pertinent data for the horticultural industry for almost forty years.

The primary objective of the company is to provide current and reliable information to the wholesale green and hard goods industry as well promoting effective interaction between growers and sellers. The company has accomplished this goal via their most successful magazine to date, the PLANTFINDER® magazine. This publication has often been referred to as the "Bible of the Horticulture Industry."

Horticulture book publishing has been another noteworthy venture for Betrock. Specializing in palm books, the company has reprinted some of their books numerous times to meet the demand for their fine publications.

Realizing the need for permanent information regarding plant allergies, Betrock developed Allergenica™, a website that identifies allergenic plants throughout the world.

Software for the green goods industry has always been an innovative adventure and challenge for the company. Always a step ahead, horticulture information was made electronically accessible for their clients well before the development of the internet.