J. Horace McFarland’s name is little known today. In the early twentieth century, however, he was a prominent figure in American horticulture and the nascent environmental movement. McFarland (1859-1948) was a master printer, horticulturist, and conservationist, whose Harrisburg, Pennsylvania printing company specialized in horticultural trade publications. He was particularly noted for his use of photographs and color photoengraving in nursery and seed trade catalogs. As a boy, McFarland learned the nursery trade by working in his family’s business, Riverside Nurseries of Harrisburg. His father, who published a small weekly newspaper, gave Horace a printing press in 1878.