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About Us

Justin Cernoch


A lifelong friend of the original Soils Alive founder, Justin has worked in the green industry for more than two decades. As Soils Alive began to grow he joined the company in 2000 to be the lead technician and served that role for many years. By 2010 he had become the GM and supervised all areas of daily production operations as well as continued to perform applications for customers. When the company changed hands in 2013 he was elevated to COO and oversaw more aspects of daily operations as well as the fertility program and all that entails. In 2022 the opportunity arose for him to purchase Soils Alive from the previous owner and now he is CEO and sole owner of the company he has worked at for the past two decades. He is a licensed certified applicator in all categories of lawn and ornamental maintenance by the Structural Pest Control Board of Texas. Justin enjoys learning about native grasses and the history of the Blackland Prairie in our region. An organic gardener and backyard chicken wrangler, Justin lives with his wife and daughter in the Lake Highlands area of Dallas.

Cari Rasco


Cari is a Wylie, Texas native and is a true lover of all things sustainable. After she graduated high school she pursued a degree in sign language. While she was studying, she began working part-time with Soils Alive in 2015. While her original plan was to only be at Soils Alive temporarily, she became rooted in the company through her aligning ideologies and beliefs about the benefits of living green. Her passion for communication and helping others shines in her day to day work duties. She was promoted to COO in 2022 and has brought so much to the company from her organization skills, efficiency and thoughtfulness to make everyone feel special, especially on their birthdays! In her spare time, she enjoys spending time with her husband and 3 dogs, exploring new ways to use essential oils and tending to her various house plants. She is a lover of Christ and has been pursuing His call on her life from a very young age.

Kirby Pierce

Sales & Customer Service Manager

Kirby graduated from Texas A&M in 2013 with a degree in Agriculture Economics. Soon after graduation she took an internship through a co-op program in Lubbock where she worked at a cotton gin. Realizing that Lubbock wasn’t where she was meant to be, she went off on an adventure traveling through New Zealand where she participated in the WWOOFing program (World Wide Opportunities on Organic Farms) where she worked on varying organic farms in exchange for cultural experiences, food and accommodation. It is through this program that she found her passion for organics and knew that this was the career path she wanted to pursue. She has been with Soils Alive since 2015 and she has a passion for educating and empowering others through the sharing of her knowledge of organics. She’s a proud wife and mother of 2 who has a heart for the gospel and planting seeds of hope to those around her. In her free time, she enjoys organic gardening, tending to her house plant collection, crafts and eclectic design.

Dennis Duffy

Quality Control Manager/Organic Application Specialist

Dennis Duffy has more than 40 years of experience in the green industry. He spent the first seven years of his career as a park maintenance supervisor. For another seven years, he was a commercial plant grower with two years in plant research and development. For the last 20 years, Denis has involved himself in all phases of fertilization applications and management. Most recently, he completed a three-year term on the Dallas County/Texas A&M University Coop Horticulture and Master Gardeners Advisory committees. Denis joined Soils Alive in 2005 and has been a vital asset to our team since. Because Denis was the Assistant Athletic Consultant for the city of Dallas before he entered the green industry, he is still avidly involved with competitive athletics.

Chris Wilkins

Sales Associate/Technician

Chris is a graduate of Sachse High School and has been with Soils Alive since 2017. Having more than 6 years in the green industry, Chris enjoys his work because of his love for the outdoors. He is a compassionate and dedicated employee and an advocate for Soils Alive’s beliefs and ideologies. During his free time, he enjoys doing crossword puzzles.

Pete D'aloise

Organic Application Specialist

Pete originally hails from the frozen tundra of Green Bay and has a degree in Journalism and Communications from the University of Wisconsin. He moved south to Texas in the early 80’s and has been a part of Soils Alive since 2014. In his spare time, Pete likes to relax at home with his wife and daughter, tend to their backyard vegetable garden, and wrangle the family’s small herd of 2 dogs and 4 cats. Pete has a deep and abiding faith in Christ and follows God’s call to serve others through his volunteer work with North Texas Tres Dias Ministries. On weekends during the soccer season, you can spot Pete ringing his cowbell while watching his niece play for the Mississippi State bulldogs. A passionate environmental advocate and animal lover, Pete likes that Soils Alive’s organic program is Barefoot and Paw Approved©. He takes pride in knowing that his work is helping to create a healthier future for people, pets and the planet.

Jorge Diaz

Organic Application Specialist

Jorge was born in Lima, Peru and has an impressive and diverse cultural background including living and working in Japan for 10 years. In the early 2000’s he obtained his visa and became a resident of the United States. His career in the U.S. started with detailing cars for Lexus and he eventually moved to Texas to be closer to his family. He came across the opportunity to work for Soils Alive in 2013. His work ethic and attention to detail are an asset to our team. Even if a task is time consuming, he sees the value in completing everything thoroughly and correctly.  He loves spending time with his family by being outdoors and camping. He is a believer in the ideology that Soils Alive holds and appreciates the family environment and values that we hold as a company.

**All applicators are extensively trained prior to applying on their own. They all work under their own/or the COO’s TDA Certified Applicators Licenses. **

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Soils Alive is an active member of the Agronomy Society of America (ASA), Soil Science Society of America (SSSA), and Crop Science Society of America (CSSA).

Accredited Business, Better Business Bureau

Soils Alive, Inc. has been a member and accredited business with the Better Business Bureau since 2004. You can find our listing here. We are presently an A+ rated business.

Member, Texas Nursery & Landscape Association

Soils Alive is a member of the Texas Nursery & Landscape Association(TNLA). TNLA is Texas' largest and most prominent green industry advocacy and governance group, and was set up to promote the landscape, nursery and horticulture industry in Texas. 

2014 Super Service Award from Angie’s List

We earned the 2014 Super Service Award from Angie's List. The award reflects consistent high levels of customer service. Check our reviews atAngie's List. We won the 2013 Super Service Award as well.

1821 Wall Street
Garland, TX 75041
Ph: 972.272.9211

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