November 21, 2016
How Graf Growers Uses Bridal Fairs And Food Festivals To Find New Customers
If garden retailers want to attract customers who don't think local garden stores relate to their lives, they must meet these consumers where they congregate and prove their store's relevance to their lives.
March 6, 2016
5 Things You Need To Know About Young Plant Consumers [10% Project]
Younger garden consumers think it’s important for children to learn how to grow plants, even though they themselves see gardening as a time-consuming and expensive hobby, our latest research shows. This is based on consumer focus groups created by Michigan State University’s Bridget Behe and Greenhouse Grower RETAILING's Carol Miller to find out how they view their relationship with their yards and plants.
March 6, 2016
What Consumers Under 50 Have To Say About Plants, Gardening and Garden Stores [Study Results]
In fall 2015, Dr. Bridget Behe of Michigan State University and Greenhouse Grower RETAILING editor Carol Miller conducted three focus groups of consumers under 50 years old on behalf of Flower Canada. Here is an in depth report on the results.
August 17, 2012
Low Prices Do Not Sell More Plants
We worked with Meister Media Worldwide to learn more about customer behavior when faced with plants that are priced differently from comparable plants nearby. This is a joint effort involving The 10% Project and a study we will be analyzing extensively in a peer-review format later in the year. Before we talk about the results of our study, it’s important to explain a few economic and marketing concepts. Today’s Economic Conditions The Great Recession of 2008 had a major impact on the national floriculture industry due to job losses, home foreclosures, declining consumer confidence, lower business spending and inflationary pressures on some key production inputs. Due to the cumulative impacts of these stressful economic conditions, we find that several of our peers are no longer working in the industry, with some estimates of one in four firms lost as fallout. Of those that have survived, several we have interacted with indicated […]
March 20, 2012
Eye-Tracking Research Uncovers What Garden Center Customers Really See
There has been a lot of press on new technology that can track where people look when given a specific object to study. We wanted to learn how this technology would work in the garden retail setting.
April 25, 2011
Consumer Interest In ‘Green’ Plants
The ornamental plant industry consists of a few large- and many medium- and small-scale growers. In recent years, the intense competition from large domestic and international growers has forced medium- and small-scale farmers to identify and explore new niche markets for their products through value-added marketing. Discovering a profitable niche market is a complicated task because consumer demand is highly diversified. Organically grown and locally grown food products have become increasingly popular in recent years. There is a belief that the demand for organic and sustainable floral products is increasing in the United States due to an emerging consumer segment focused on health and fitness, the environment, personal development, sustainable living and social justice. Our research focused on two questions: 1) Are some consumers more interested in ornamentals, vegetable transplants and herbs produced in sustainable ways than conventionally grown plants? and 2) Do some consumers have different levels of interest […]
March 31, 2011
The Value Of Biodegradable Containers
What drives a consumer to purchase one plant over another? Logical factors include plant type, need and price. But as more consumers begin to take note of environmental impacts associated with their households and the products they buy, the need to personify your product as meeting this “green” standard is essential. There are several ways firms can capitalize on this transition consumers are making to being “green,” including implementing new production techniques, lowering carbon footprint within your operation or offering plants in a more environmentally sustainable potting container. Unlike new production techniques and lowering carbon footprint, introducing biodegradable containers has the potential to offer a relatively easy and cost-effective means to target the “environmental consumer.” The potential for new biodegradable potting containers is good. In a recent study by Hall et al. (2010), approximately 84 percent of consumers valued a biodegradable potting container to the traditional plastic pot. Furthermore, four […]
February 18, 2011
On Sustainability: No Two Consumers Are Alike
Savvy marketers rely on the principles of customer segmentation and product targeting to more efficiently allocate scarce resources and effectively reach groups of consumers with similar preferences or demands. It would appear as though many people have jumped on the eco-train, but to what extent have people who purchased plants, many of them gardeners, adopted eco-practices like recycling and composting? Previous research shows some consumers are willing to pay a premium price for green products and share attitudes that are favorable toward the environment. Premium-priced products are assumed to be more profitable, and often are. Still, relatively little is known about gardeners and their ecological attitudes, practices or behaviors. Our objective was to identify and profile consumer segments with regard to their gardening purchases. Are gardeners more eco-friendly? We sought to determine whether there were differences in their eco-friendly attitudes and behaviors, such as recycling. Our underlying belief was that […]
January 19, 2011
What Are Growers Doing About Sustainability?
Consumer and market interest in green, environmentally friendly, organic, local and sustainable products has encouraged much discussion and debate about sustainable production practices and certification in the commercial floriculture industry. Many ask: “What is sustainable production and why should I become certified?” Depending on who you ask, you will get a variety of opinions and answers. Broadly defined, the goal of sustainable production is to reduce environmental degradation; maintain, enhance agricultural productivity and profitability; promote economic viability; conserve resources and energy; and maintain stable communities and quality of life. As we all know, the floriculture industry is not alone when it comes to selling ornamental plants. It is part of the collective $148 billion green industry that includes nursery and greenhouse producers and landscape service providers, as well as wholesale and retail distributors. Therefore, it is important for us to determine what the entire green industry is doing in terms […]
December 22, 2010
Biodegradable Containers: How Appealing Are They?
One of the most widely discussed topics in the floriculture industry stemming from consumers exhibiting greater degrees of environmental awareness is the issue of environmental sustainability. The sustainability movement has led to a desire for products that not only solve the needs of consumers, but are also produced and marketed using sustainable production and business practices. Consumers increasingly place a greater emphasis on product packaging, and the emphasis has carried over to the greenhouse and floral sectors in the form of biodegradable pots. Although various forms of eco-friendly pots have been available for several years, their marketing appeal has been limited. But with the recent availability of more attractive biodegradable plant container. The Study The objective of our study, funded by the American Floral Endowment and the Horticultural Research Institute, was to determine the characteristics of biodegradable pots that consumers deem most desirable, and to solicit their willingness to pay […]
July 24, 2009
Consumer Perceptions Of Sustainably Produced Poinsettias
Greenhouse growers across the United States continuously hear the word “sustainability” and often speculate whether this is another marketing program or a consumer-driven initiative that must be put into practice for their continued economic success in a very competitive environment. Most growers, however, have not heard of Lifestyles of Health and Sustainability (LOHAS). Have you? This is an emerging market segment that is focused on health and fitness, the environment, personal development, sustainable living and social justice. The LOHAS market represents 41 million people in the United States who spend $209 billion annually on socially and environmentally responsible products. If this segment of the population is purchasing environmentally friendly products, are they interested in locally, organically or sustainably produced poinsettias? Figure 1. This grower promotes crops as locally grown. The Research Previous Purdue research has shown 96 percent of greenhouse growers had heard of sustainable floriculture and the majority viewed […]
February 20, 2018
Thrips Causing Headaches? New Research Shows Bio-based …
Dr. Rose Buitenhuis will present practical knowledge for growers to implement immediately during Biocontrols West Conference in San Diego, March 7-9.
February 20, 2018
12 New Poinsettias and Succulents for Holiday Sales, Cr…
Poinsettias and succulents are both in-demand products with today’s consumers. Here’s a look at some of the newer introductions available for retail sales in 2018 and 2019.
February 20, 2018
Top 100 Growers Survey for 2018 Is Now Open!
Operations with more than 400,000 square feet of environmentally controlled production are eligible to take the survey, which provides valuable market knowledge on how the nation's largest growers are innovating, sourcing labor, keeping up with demand, and setting trends.
February 19, 2018
All-America Selections Names Latest Variety Winner, Ann…
All-America Selections (AAS), the 85-year-young non-profit plant trialing organization, had a very busy month of January.
February 17, 2018
Gotham Greens Building Second Greenhouse in Suburban Ch…
The new $12.5 million, 105,000-square-foot greenhouse will be near the company’s first Chicago greenhouse, and will be a free-standing structure.
February 15, 2018
Boxwood Blight, Seed Your Future Among Topics Receiving…
The Horticultural Research Institute recently announced the 10 research projects that will receive funding in 2018 to investigate challenges and solutions in production, pest management, environmental stewardship, and business and marketing.
February 14, 2018
Spring Meadow Nursery Furthers Its Mission of Giving Ba…
The Spring Meadow-Proven Winners Endowment Fund through the Horticultural Research Institute has now topped $800,000, with more scholarships coming in 2018.
February 13, 2018
Don’t Let Your New Year’s Resolutions Fade …
Stuff got real in 2017, and it caused many of us to stop and reflect on the current state of the world, and how we can impact change — or at least improve our own situations. Life is too short, and we work too hard, to not use the annual renewal as an opportunity to take stock of our own personal lives, businesses, and careers, and make the necessary adjustments that will allow us to work smarter and live better. Even if you have already given up on your resolutions, perhaps you can think of January as a trial month and make February the month when you really get to work on your goals. And while I know it’s a difficult month to start on some of these changes, since you’re already immersed in the busy spring season, I promise that if you take some time to evaluate your reality […]
February 12, 2018
Calling All Designers: Enter the International Plantsca…
Applications are being accepted through April 13 for AmericanHort’s International Plantscape Awards, which recognize achievements in interior plantscape design, installation, creativity, renovation, and innovation.
February 11, 2018
Bayer Has New Turf and Ornamentals Global Market Manage…
Jose Milan will be focused on helping growers deal with regulatory issues, while promoting the environmental benefits the ornamentals industry offers.
February 10, 2018
Applications for Dümmen Orange’s Dr. P. Allen Hammer Sc…
Named for Dr. P. Allen Hammer in acknowledgment of the contributions he has made to the floriculture industry, the scholarship is intended to extend Dr. Hammer’s legacy by supporting the next generation of floriculture students.
February 9, 2018
Garden Retailers at TPIE Highlight Their Favorite Produ…
A team of garden retailers once again participated in the 2018 Tropical Plants Industry Expo Cool Product Awards.
February 8, 2018
Who Will Be Our 2018 Head Grower of the Year and Operat…
The deadline for submitting nominations is fast approaching, so be sure to let us know who you feel is most deserving of these awards!
February 8, 2018
Learn the Basics of Biocontrols for Controlled Environm…
Growers producing crops in protected structures, including ornamentals, vegetable crops, and cannabis, can learn about effective sanitation, banker plants, and buying and using beneficials and predatory insects at the Biocontrols USA West Conference in San Diego, March 3-7.
February 6, 2018
Biocontrol Track for Greenhouse Growers Reveals New Pro…
The Biocontrols West USA Conference in San Diego March 7-9 offers greenhouse growers practical knowledge on new research findings and an energetic presentation from a grower who’s taking her customers along on her biocontrols journey.