September 21, 2010

Matterhorn Reorganizes, Will Stay Open

The owners of Matterhorn Nursery in Spring Valley, N.Y., filed for Chapter 11 Bankruptcy Sept. 10 in Southern District of New York U.S. Bankruptcy Court. The 38-acre garden center, landscape and grower operation will remain open and work through the reorganization, says Ronnie Horn, who co-owns the business with her husband, Matt Horn. The Horns filed for the reorganization after a nearby town, Ramapo, pulled out of purchasing 15 acres of unused land from the nursery owners in early September. Ronnie Horn said Monday the collapse of the deal was a shock to them, because it had been in the works for more than two years. They had a letter of intent on the deal as late as July of this year. The Horns had been proactive about planning a renovation project to become a more sustainable business, which included green roofs, solar panels, a bio-mass boiler and other environmentally […]

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September 7, 2010

1-800-Flowers.com Partners On Mobile App

Online retailer 1-800-Flowers.com has joined forces with mobile commerce solutions provider Firethorn Holdings on its soon-to-be-released SWAGG mobile application. SWAGG, which will launch just before the holiday season, gives consumers the ability to purchase, personalize and exchange gift cards directly from a mobile device. "SWAGG will make consumers more resourceful and efficient by allowing them to give and get gift cards, receive personalized offers that they want, and keep them up-to-date with their loyalty programs – all from their mobile device," said Chip Fishburne, vice president of financial and merchant services at Firethorn Holdings. "Our collaboration with 1-800-Flowers.com will bring consumers who live and transact in the mobile world the convenience of ordering right from their mobile device. The SWAGG mobile application will provide 1-800-Flowers.com customers with a rewarding experience as they will be able to shop and purchase anytime, anywhere with the latest offers." SWAGG will also provide customers […]

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September 2, 2010

HortiMax CropView Keeps An Eye On Crops 24/7

HortiMaX CropView integrates high-resolution digital photography with HortiMaX climate computer technology to help growers keep a closer eye on their crops. The CropView camera takes both overall and detailed photographic images of a crop and stores these, enabling growers to view current and past images of crop responses in detail. HortiMaX CropView uses Nikon cameras that continuously send high resolution photographs to the computer’s memory, which growers can then play forward or back (zoomed in or out) in rapid succession, creating a film of crop responses. Macro and wide angle lenses are optional. By playing the images like a film, CropView users are able to watch 24 hours of crop development in 30 seconds, noting condensation (promoting fungi growth), pollen or minute differences in flowering or stem size (important in rose production) are captured in perfect detail and can be analysed and corrected using synchronous graphs that are constantly updated. […]

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August 31, 2010

Long Rejoins Hortica

Hortica Insurance & Employee Benefits has announced the appointment of Ron Long as a senior account executive serving Connecticut, Rhode Island, New Hampshire and Western Massachusetts. He will work out of Hortica’s New England sales office, located in Charlton, Mass. Long has been in the insurance industry for 22 years. His professional insurance designations include Certified Insurance Counselor and Certified Risk Manager. Long previously worked for Hortica from 1992 to 2000. Most recently he worked for Massachusetts-based agency Corcoran and Havlin Insurance. He graduated from Westfield State College with a bachelor’s degree in Business. Long resides in Hopkinton, Mass., with his wife and two sons.

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August 25, 2010

Perspective: Vicki Stamback, Association Of Specialty Cut Flower Growers

From dahlias, freesias and snapdragons to dianthus, tuberoses and zinnias, Vicki Stamback grows about 150 items at Bear Creek Farms, the 12-acre operation of which she is president. Bear Creek primarily serves retail florists with cut flowers, and a number of items are produced in Stamback’s seven 30-by-96-foot greenhouses. In addition to being Bear Creek’s president, Stamback is president of the Association of Specialty Cut Flower Growers (ASCFG). As ASCFG president, Stamback has a unique perspective on the cut flower market, developing trends within it and potential opportunities for her association’s thousands of members. She recently discussed all things cut flowers with us. GG: What’s your impression of the cut flower market these days? VS: I think the cut flower market is still strong. It’s probably not as strong as it was just a couple years ago, but it’s strong. If you are approaching your customers with the right attitude […]

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August 23, 2010

Transportation: The Upside To Leasing

Back on New Year’s Day in 1954, families first turned on their TV sets to usher in a new era: color television. As viewers watched that first coast-to-coast color broadcast–telecasting the Tournament of Roses parade on NBC–it set the stage for modern TV. During that same year, Larson and Nuria Everett were seeing beautiful colors of their own, including the color green. In San Antonio, the couple founded Continental Floral Greens. It was a business designed to be a gateway for Latin American greenery to the U.S. floral market. Today, the company is still going strong, and like color TV, it has evolved into a high-tech business that had more than $45 million in revenue in 2009. The company has since expanded to include international operations. After 50-plus years, Continental Floral Greens remains a family affair. The 86-year-old founder is still active and serving as an advisor. Sons Jerome and […]

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August 3, 2010

Esbenshade’s Greenhouses: A Realistic Approach

Like other operations, Esbenshade’s had its share of growth over the years. Roger’s father, Lamar, founded the business more than 50 years ago as a small grower-retail business that successfully developed into a Southeast Pennsylvania midsized wholesale operation with three garden centers of its own today. Today’s industry, however, is vastly different than the one Lamar entered more than a half century ago. Yes, Esbenshade’s has strong customer relationships with independent retailers in its region, and its garden center stores are good sources for the operation’s decision makers. But the fact, Roger says, is there really aren’t new sales to be had. Instead, success is better measured by market share, and the growers regularly expanding their operations are simply taking market share from others. “I feel the industry has matured a lot,” says Roger, who serves as Esbenshade’s production manager. “We’ve refocused a little bit on trying to do a […]

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July 27, 2010

Don’t You Just Hate Those Big Boxes?

It is clear to me that consumers are willing to open their wallets only when they feel we bring them good value and continually introduce new and interesting products that increase their chances of success. Whether consumers are shopping at big box stores or a local nursery with just one location, our goal should be to keep them buying more and make them more successful while bringing a new generation into the world of outdoor living. Some members of the industry like to degrade the big boxes as less-than-legitimate purveyors of green goods. Some have not been able to see the evolution of the industry as a positive and would be happy if we returned to the days of limited distribution and little to no price competition. The big boxes admittedly have brought major changes to the industry that have changed the way we all do business. Let’s not forget […]

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July 22, 2010

Five Proven Ways To Grow Sales

Jon Goldman, president of Brand Launcher, will present on five proven ways to grows sales November 4 at the Northeast Greenhouse Conference and Expo in Worcester, Mass. According to Goldman, “me-too” marketing won’t cut it in for industry. To stand out and get noticed by the right kind of customers, Goldman suggests growers need powerful, proven marketing. In his November 4 session, Goldman will share five out-of-the-box marketing strategies for growers, garden center managers and landscapers to get the phones ringing and boost sales–without breaking the bank. Attendees can expect to learn:   – The costliest mistake most landscapers make in promoting their services. – How to target your message by pinpointing your “hungry fish.” – How to create powerful offers for your services using “irresistible bait.” – How to use easy tools to attract new customers–and keep your existing ones. – The single most powerful word you should use. – The “kiss of death” for […]

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July 14, 2010

Pricing And The Supply Chain

Stan Pohmer of the Pohmer Consulting Group, Texas A&M’s Charlie Hall and Ball’s Marvin Miller held three sessions at Short Course on Soul Searching & Marketing In Today’s Challenging Marketplace, getting into some of the big picture issues and industry philosophy going forward. Here are some of their thoughts:  Contract growing. The expansion boom of box stores and mass merchandisers of the late 1990s has slowed down considerably, says Pohmer. Sweet real estate spots are taken, so these stores are now focusing on organic growth—making existing stores more successful and profitable. They don’t need the number of suppliers they once did, but they need a robust product offering, leading to the rise of the contract grower. Competitive pricing and marketing. The differences between big box and independent garden centers has changed over the last few years, and it’s worth taking a look at the differences. Miller says that in the markets […]

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July 11, 2010

So Much For Wind Turbine Sound

One of the biggest knocks against wind turbines is they make too much noise. Another knock, mostly from environmentalists, is that turbines exterminate birds that fly into their path. But VQ Wind, a Santa Clara, Calif.-based company working with Private Garden, has found a possible solution. It is offering a turbine called the VQ WindJet that’s designed for industrial, agricultural, commercial, municipal and residential use. Only one or two VQ WindJets are being used in the United States right now–the turbine is actually a product that originated in South Korea–but the company, VQ Wind, is at the OFA trade show to introduce the product to greenhouse growers. The wind turbine achieves virtually no sound, Vice President of Business Development Malcolm Davies says, because it rotates at less than 10 percent of the speed most turbines turn. Learn more about the VQ WindJet at VQWind.com. Learn more about Private Garden at […]

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June 29, 2010

Putting Plants First

A number of marketing programs have come and gone the last 10 years, but the ones that are still around are tied to specific plants that perform. The classic example is Wave petunias and the spinoff series–Tidal Wave, Shock Wave, Double Wave and Easy Wave. If the original ‘Purple Wave’ didn’t offer performance that was dramatically different from a traditional seed petunia, the entire marketing program would not be possible. It would not have caught on. Slapping a clever name on an ordinary plant won’t work if it doesn’t mean anything. You can fool the consumer once but not twice. Repeat purchases are what make brands successful and establish a following. The same is true with Knock Out roses. Superior performance and growing ease made them a hit with consumers and landscapers. As I drive around, I never cease to be amazed at how widely used they are. They have […]

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