Targeting The Next Generation

Targeting The Next Generation

As our industry matures and greenhouse owners and producers start to think about succession–whether to a younger family member, a loyal employee or an excited young grower–the question of how long it will last comes to mind. It is a long-standing question in our industry, whether or not the current level of floral product consumption will continue into the foreseeable future.

As many greenhouse professionals know, the core group that does the majority of floral product purchasing is the mostly female, 45-to-65-year-old demographic. The 25-to-44-year-old group lags behind, and the nearly non-existent 18-to-24-year-old group (in terms of purchasing) is behind them. Is this reduction in consumption a result of indifference to the products that we are selling? Or is it due to differences in lifestyle and buying power?

Ohio State University’s annual trials program makes an effort to gauge consumer preference by asking our corps of volunteers and Master Gardeners to complete a simple evaluation. We ask them to rate plants on a scale of 1 to 5, with 5 being the best possible value and 1 being the worst based on their own criterion. The mean is calculated for these ratings and then posted on our website. This evaluation process is repeated four times throughout the growing season so a good picture of plant performance and preference can be inferred. The group of evaluators is representative of the overall core demographic group that our industry relies so heavily upon, so its opinion is very indicative of what may eventually become popular.

Generational Differences

During the first evaluation in the 2010 season, done in late June, we were fortunate to have a group of students participate as well. These students were from one of our general education credit horticulture classes and the student work force of the OSU Chadwick Arboretum. This group is just as diverse as our core group and has an interest in gardening, but represents that missing demographic group of 18-to-24-year-olds. We kept this younger group’s evaluation separate, found mean values and then compared them to the core group’s mean values. The difference in these mean values shows if one group preferred a variety, and if so how greatly (the greater the difference, the greater the preference that particular group has.)

The tables within this article represent a summary of the comparison of these two groups. The first table shows the varieties our core consumer group preferred more than the younger group; showing varieties that received ratings of 4.0 or higher, but with a difference in preferences of 0.6 or more. The second table shows the varieties that our younger group of evaluators’ preferred, again showing varieties that received ratings of 4.0 or greater but with a difference in preferences of 0.6 or more.

Some notable differences in the preference scores can be seen in these tables. Our core group seemed to strongly prefer more varieties, especially foliage plants and varieties that have cultural improvements over industry standards (i.e. ‘Senorita Rosalita,’ ‘Snow Princess,’ etc.). Our young group seemed to prefer fewer varieties but had much stronger preferences, focusing more on varieties with exciting, unique and novel flower forms.

It is important to note that despite these few differences, there are far more commonalities. Of the 643 varieties evaluated in this first evaluation, 420 had no significant difference in preference between the core consumer group and the younger group. This shows that although there are some significant differences in the preference of a few specific varieties, the young group preferred the majority of the same varieties as much as the core consumer group–strong evidence for a good future consumer base.

The differences between the two groups’ preferences can also be used in more directed sales and production, depending on the customers your business serves. But it should also serve as a reminder to avoid tailoring your business too drastically to one type of consumer. We are currently reaping the retail rewards of customers who have been built up into lean, mean gardening machines for decades. There is an appreciation for floral products by younger people, but it is sometimes different and not as easy to capitalize upon.

Still, let’s not be so focused on the core group of consumers while ignoring the younger, less experienced gardeners who will be the core group in 20 years.

Leave a Reply

More From Finance/Operations...
Giving Tuesday

November 24, 2015

Giving Tuesday On December 1 Is An Opportunity For The Industry To Make Charitable Tax-Deductible Donations

Organizations such as American Floral Endowment and others are encouraging industry members to participate in the generous spirit of the holiday season.

Read More
Cannabis marijuana

November 24, 2015

Five Florida Growers Receive Licenses To Potentially Produce And Process Medical Marijuana

The Florida Department of Health has announced the five nursery operations awarded with exclusive licenses to grow, process, and dispense “Charlotte’s Web,” a low-THC (non-euphoric) cannabis approved for patients with intractable epilepsy and people with advanced cancer.

Read More
Random Acts Of Flowers

November 24, 2015

Random Acts Of Flowers Partners With FTD And Pro Flowers To Make Milestone Charitable Bouquet Delivery

The organization, which recycles and repurposes flowers with a volunteer team that delivers bouquets to health care facilities across the country, made its 100,000th delivery to a health care facility in Chicago.

Read More
Latest Stories

November 20, 2015

Lessons Learned From The California Drought

For those of us who live in the areas of the country that experienced harsh winters and significant rain over the past three seasons, water has become a nuisance in some cases, rather than a blessing. I can’t count the number of times I have wished to be able to send the snow or the rain to the West Coast, tied up with a big red bow. But think about how we’d feel if we didn’t have the snow and the rain, and we were experiencing the same dry conditions that the residents of California, Oregon and Washington have. With fresh water supplies dwindling in regions of the world, and the resistance of residents in states like Michigan to share water from the Great Lakes, it’s likely that the next civil or world war could be fought over our most precious resource. California’s epic drought should cause everyone to look […]

Read More
Jill Calabro

November 3, 2015

AmericanHort Names New Research And Science Programs Di…

Jill Calabro will bring strategic direction and oversight to research funding by the Horticultural Research Institute, the research affiliate of AmericanHort.

Read More
SBI’s ANY Device Application allows growers to quickly determine availability-featuer

November 2, 2015

SBI Software’s Solutions Help Simplify Logistics For G…

The company focuses on helping growers improve their existing processes with solutions for site fulfillment, replenishment, inventory management and more.

Read More
Griffin Expo15 seminar

October 28, 2015

Griffin’s Hits Record Attendance With 2015 Expos,…

Griffin Greenhouse Supplies set new attendance records with its 2015 Expos. Its 2016 Expos are set for August 31 and September 1, 2016, in West Springfield, Mass., and September 21-22, 2016, in Lancaster, Penn.

Read More

October 28, 2015

Possum Run Greenhouses Taken Over By New Owners

Justin and Lynn Marotta have placed Possum Run Greenhouse and Gifts into the hands of new owners. John and Caroline Bletner, a newly married couple, took over the Bellville, Ohio, property October 2, according to an October 24 article in the Mansfield News Journal. The Marotta family has run Possum Run Greenhouse and Gifts for 41 years. When the Marottas announced in April the greenhouse operation was for sale, they said they were looking for an energetic couple to take the business to the next level, which is what they found in the Bletners, the article reports. The Bletners have hinted they’ll be “opening to a larger market” and that the retail side will “look different.” They’ll hold a grand re-opening the week of April 22, 2016. Staff are staying on board and the Bletners are maintaining many of the suppliers. The 200-plus varieties of fuchsias Justin brought to the greenhouse […]

Read More

October 25, 2015

We Could Be Growing More Green Infrastructure Plants Th…

At her Cultivate’15 presentation in July, Shannon Currey of Hoffman Nursery challenged the horticulture industry to get involved while green infrastructure is still developing, saying that a good start is to offer more plants that fit the unique needs of this market.

Read More
Integration Key To Compliance For Specialized Crops

October 22, 2015

Integration Key To Regulation Compliance For Specializ…

Growers considering supplementing ornamental crops with cannabis will enter into a new world of governmental regulations where key business systems will be indispensable for successful crop management.

Read More
Kate Santos Operations Director Dummen Orange

October 21, 2015

Kate Santos Explains What The Sale Of Dümmen Orange To …

Over the weekend, Dümmen Orange announced that the Dümmen family has sold its majority stake in the Dutch flower breeding company Dümmen Orange to European private equity firm BC Partners. The deal is valued at more than $560 million, around 11 times its core earnings, according to a Reuters press release. The company, owned by the Dümmen family and investment firm H2 Equity partners, has locations all over the world, including farms in Central America and East Africa. This is BC Partners’ first foray into the flower business. We caught up with Kate Santos, operations director for Dümmen Orange, to find out how the company’s sale to BC Partners affects Dümmen Orange customers, if at all. Here’s what she told us: Why did the Dümmen family decide to sell their shares? Why to a private equity investment company? Similar to the reason that H2 sold its shares to BC Partners, all […]

Read More
The tradeshow at the Cannabis Business Summit & Expo — outside of the occasional 1960s vibe, perhaps — would feel familiar to most growers

October 19, 2015

Have Cannabis Growing Expertise, Seek ‘Golden Ticket’

Many horticultural growers might start cultivating cannabis tomorrow if they could secure a license, the equivalent of a “golden ticket.” But these are hard to come by, and the number and criteria vary greatly by state

Read More
Lurie Garden Millennium Park

October 16, 2015

Green Infrastructure An Opportunity To Redefine How We …

Green infrastructure is an emerging market that has important ramifications for the horticulture industry. That is, if growers, designers and other industry players take a proactive approach to grasp the opportunities that come their way.

Read More

October 5, 2015

Smart Business Sense At Tidal Creek Growers Yields Succ…

Tidal Creek Growers stays competitive by focusing on what really turns a profit. It helps the large operation successfully balance contract growing with growing for retail garden centers.

Read More

October 4, 2015

ePlantSource Adds 5 New Partner Companies

ePlantSource has announced an additional five companies that have been added to its partner distribution list. Not only do the additional partners offer more supplier options to ePlantSource customers, but the website now also provides a more diverse product list with the addition of bulbs, clematis and many new varieties. New partners added for the 2015 – 2016 season: A.D.R. Bulbs Lennon Farm Greenhouses Micandy Gardens Pacific Growers Roseville Farms “We make it a priority to respond to our customers, and we have had many requests for additional options and a more diverse product line, so we are continually evaluating suppliers that work well with our non-traditional approach to the sale of live goods,” says Gary Falkenstein, President and CEO of ePlantSource. “We feel that it is good for our company, our customers and the industry as a whole to keep looking forward and seeing how we can improve and expand how […]

Read More
Cannabis marijuana

September 8, 2015

Supplemental Lighting Benefits For Growing Cannabis In …

The cannabis industry has moved out of the basement and into the light, and with this shift in politics and regulation occurring worldwide there is a need for growers to change the way they think about lighting and energy consumption.

Read More

September 2, 2015

Delegation Is Key To A Successful Greenhouse Operation

In a packed room at Cultivate’15, speaker Bernie Erven presented key steps growers need to take to improve their delegation skills, the benefits of delegating and the dangers of not learning how to delegate. This is a skill, he says, that everyone needs to learn. “For all of you who are part of a family business, you are choosing not to do things the easy way,” Erven laughed, as he presented a list of ways to know whether or not you’re an effective delegator. The owner of Erven HR Services, LLC, Erven has been working with and observing family businesses for many years. In his presentation, he said, he didn’t share anything that he hasn’t seen first-hand. You might not be a good delegator if you: Tend to be a perfectionist Work more hours than anyone else Lack time to explain clearly and concisely Are often interrupted Enjoy what you used to […]

Read More
AmericanHort logo

August 20, 2015

David Savoia To Serve As AmericanHort’s Interim P…

Following Michael Geary’s announcement that he has resigned as president and CEO of AmericanHort, the association has announced that CFO and Senior Vice President for Operations David Savoia will serve as interim president and CEO while the board conducts a search for a new staff executive. Craig Regelbrugge, the senior vice president for advocacy and research, will support Savoia with the association’s external affairs. Geary announced August 12  that he will be leaving his position after September 30 to serve as CEO of the Society for Marketing Professional Services, an organization dedicated to creating business opportunities in the architecture, engineering and construction industries. “As some of you know, I grew up connected to the horticulture industry so this was not an easy decision for me,” Geary said in an eMail. “I have loved working with our organizations and our talented members, staff and partners. However, my choice to return full time to Washington, D.C. will allow me […]

Read More

August 18, 2015

Michael Geary Is Leaving AmericanHort

AmericanHort president and CEO Michael Geary announced last Wednesday that he will be leaving his position at the end of September to serve as CEO of the Society for Marketing Professional Services. “I am writing to share with you that on October 8 I will begin a new professional chapter as CEO of the Society for Marketing Professional Services, an organization dedicated to creating business opportunities in the architecture, engineering and construction industries,” Geary said in an email. His last day with AmericanHort will be Sept. 30, 2015. “As some of you know, I grew up connected to the horticulture industry so this was not an easy decision for me,” he said. “I have loved working with our organizations and our talented members, staff and partners. However, my choice to return full time to Washington, D.C. will allow me to be closer to my family and aging parents and to re-engage with another industry […]

Read More

August 15, 2015

Ball Horticultural Co. Buys Conard-Pyle/Star Roses And …

Ball Horticultural Co. plans to add Conard-Pyle/Star Roses and Plants to its family of breeding and distribution companies, according to a press release dated August 14, which announced the company’s recent acquisition of the famous introducer of Knock Out Roses and other perennials and woody plants to the market. Ball plans to capitalize on the expertise of its Ball Ornamentals woody ornamentals division, as well as Conard-Pyle’s market-leading position as a top rose breeder to strengthen its product line. The sale is scheduled to close by the end of September 2015. Conard-Pyle’s in-house breeding division NovaFlora, along with its intellectual properties and the distribution, production and administration facilities of its wholesale division are also part of the acquisition. NovaFlora is the driving force behind the Star Roses and Plants brand. “Conard-Pyle has been the leader in roses in its market and has been actively diversifying its offering with other woody […]

Read More
cannabis, marijuana plant

August 7, 2015

Big Banks A Step Closer To Financing Cannabis — Or Not

A key Senate Appropriations Committee passed a bill on July 23 that allows the nation's capital to establish regulated medical marijuana stores and lets banks provide financial services to state legalized marijuana dispensaries.

Read More
[gravityform id="35" title="false" description="false"]