GROW Summit 2013 Focuses On Engaging The Next Generation

GROW_SUMMIT_BeckerTravenWhitehouse_Web As an industry, we must change the mindsets of our existing and potential customers. We also need to do some rethinking of our own.

That was the prevailing message of Greenhouse Grower’s second GROW Summit. A group of leading growers (including two Greenhouse Grower Operations of the Year, Bob’s Market and The Perennial Farm), suppliers and allied organizations gathered for two days in October to discuss one of the more pressing issues facing our industry: How do we engage the next generation? And not just the next generation of consumers, but also the next generation of great greenhouse owners and managers.

A number of recurring themes and action items emerged during the two days of roundtable discussions and presentations, including:

GROW_Summit_2013_Web• Retain our current customers but also engage the next generation by targeting mothers and children.

• Drive year-round consumption by changing the “plants are forever” mindset of the consumer and create comfort with regularly changing out plants.

• Research changing demographics and create action plans for matching our product mix not just to new generations but also to growing ethnic groups.

• Spread the message that plants are a necessity in our lives and not a luxury.

• Change our focus: Stop selling stuff and sell the experience and success of the consumer.

You’ll be reading about these topics and more in the coming months as the ideas generated during the GROW Summit turn into action, both in Greenhouse Grower and in the industry.

GROW Summit 2013 Participants

Dr. Allan Armitage
Professor Emeritus of Horticulture
University of Georgia

Bobby Barnitz
Vice President
Bob’s Market and Greenhouses

Kurt Becker
Executive Vice President
Dramm Corporation

George Casey
Group Publisher
Greenhouse Grower

Leigh Coulter
President
GGS Structures

Laura Drotleff
Editor
Greenhouse Grower

Tim Duffin
Marketing Communications Leader
Ball Horticultural Company

Danny Gouge
Marketing Manager
Willoway Nurseries

Richard Jones
Group Editor
Greenhouse Grower

Jeff Kline
Aquatics, T&O Market Segment Manager
BioSafe Systems

TJ Magnan
Director of Sales
Griffin Greenhouse Supplies

Carol Miller
Editor
Today’s Garden Center

Kelly Norris
Horticulture Manager
Greater Des Moines Botanical Garden

David Savoia
Chief Financial Officer
OFA/AmericanHort

Ron Shepard
Sales Manager
BioWorks

Jim Sulecki
Corporate Content Director
Meister Media Worldwide

Sara Tambascio
Senior Editor | Online
Greenhouse Grower

Alice Tomasello
Territory Manager
The Perennial Farm

Lloyd Traven
Owner
Peace Tree Farm

Rick Vulgamott
National Director of Sales, Horticultural Division
The John Henry Company

Stephanie Whitehouse
Sales & Marketing Manager
Peace Tree Farm

Topics: , , ,

Leave a Reply

More From Grow Initiative...
Vogel Alcove NGB Therapeutic Grant Winner

September 27, 2016

National Garden Bureau Announces Horticulture Therapy Garden Grant Winners

The NGB’s annual grant program, Growing for Futures, recently selected three therapeutic gardens that will receive grants totaling $5,000.

Read More
customer-base

September 21, 2016

6 Creative Ways To Expand Your Business

Marketing experts offer tips to help you catch the attention of new customers and grow your business.

Read More
America In Bloom Project

August 29, 2016

Your Chance To Help America In Bloom As It Celebrates Its 15th Anniversary

America In Bloom is launching a fundraising campaign to help the group continue its mission of creating beautiful and vibrant communities across the country.

Read More
Latest Stories
Vogel Alcove NGB Therapeutic Grant Winner

September 27, 2016

National Garden Bureau Announces Horticulture Therapy G…

The NGB’s annual grant program, Growing for Futures, recently selected three therapeutic gardens that will receive grants totaling $5,000.

Read More
customer-base

September 21, 2016

6 Creative Ways To Expand Your Business

Marketing experts offer tips to help you catch the attention of new customers and grow your business.

Read More
America In Bloom Project

August 29, 2016

Your Chance To Help America In Bloom As It Celebrates I…

America In Bloom is launching a fundraising campaign to help the group continue its mission of creating beautiful and vibrant communities across the country.

Read More
Next Generation

August 27, 2016

Australia Launches Initiative To Ignite A New Generatio…

Hort Innovation Chief Executive John Lloyd says the goal is to identify and build future industry leaders at all stages of their career through investment in a host of new initiatives.

Read More
Albert Grimm, Jefferys Greenhouses

August 25, 2016

7 Ways Albert Grimm Strives To Be An Effective Leader

Grimm, Greenhouse Grower's 2016 Head Grower Of The Year, tries to live by the "Seven Habits Of Highly Effective People” from author Stephen R. Covey.

Read More
LuxFlora - feature

August 22, 2016

Check Out Luxflora’s International Adventures In Europe

A new, women-led professional organization provides its members the opportunity to gain insight, develop ideas, and build connections on its annual international trip.

Read More
Echinacea ‘Butterfly Rainbow Marcella’

August 12, 2016

IR-4 Project Receives Federal Funding For Pollinator An…

Grants from the Specialty Crop Research Initiative will fund IR-4 projects on protecting pollinators through ornamental horticulture, and downy mildew management strategies.

Read More
Emily Teng

August 11, 2016

American Floral Endowment Announces Its 2016 Scholarshi…

This year, thanks to the generosity of several donors, AFE awarded more than $35,000 to 17 students pursuing careers in horticulture.

Read More
Josh Henry, North Carolina State University

August 8, 2016

Get To Know Joshua Henry, Winner Of The 2016 Richard T.…

Henry, a graduate student at North Carolina State University, is pursuing a Master’s degree in horticultural sciences, with a focus on crop nutrition in bedding plants and flowering potted plants.

Read More
Workers

July 23, 2016

5 Reasons To Invest In Employee Training

Training and developing your employees is critical to the future success of your organization and the horticulture industry at large. Here are five reasons why your employees are worth the effort.

Read More
BeeSmart

July 21, 2016

How You Can Get Involved In Research

The Horticultural Research Institute (HRI) supports scientific research and students for the advancement of the horticultural industry.

Read More

July 9, 2016

Market The Experience Of Gardening, Minus The Fuss

Greenhouse Grower editor Laura Drotleff says the industry should promote plants and gardening in bite-size chunks that help consumers build skills.

Read More
Grower Education

July 7, 2016

Two Industry Veterans Discuss How To Meet The Challenge…

Two industry players have a conversation on how we can deliver the level of grower education needed to address complex issues associated with production practices and pest management strategies.

Read More
'Violets Pride' from Week's Roses Downton Abbey Garden Rose Collection

July 6, 2016

6 Key Insights From The Generations Of Flowers Study

Being local and offering expert recommendations are hidden opportunities in the floral business. This was one of six insights during a recent webinar analyzing the Generations of Flowers study from the Society of American Florists and the American Floral Endowment.

Read More
Sakata Birthday Cake Feature

May 28, 2016

10 Creative Marketing Ideas From 2016 California Spring…

Grower-retailers often look to breeders for ideas on how to increase plant sales with smart marketing plans. The California Spring Trials were filled with great concepts to reach customers.

Read More
HGTV_2015CAST

April 24, 2016

9 Business Predictions Smart Brands Should Pay Attentio…

Andreas von der Heydt, Director of Kindle at Amazon, recently predicted what smart businesses will do in 2016 to strengthen their brands and promote their products.

Read More
Lin Schmale 1996

April 23, 2016

SAF’s Lin Schmale Offers Lessons From An Industry…

Schmale represented the floriculture industry on Capitol Hill for more than 20 years. The advocate has recently retired, and shares some valuable insights from her career.

Read More
An Edible Evening At Stephen F Austin

April 11, 2016

How The Greenhouse Industry Can Propagate Gardeners The…

Jared Barnes at Stephen F. Austin University says we are the experts at propagating plants. That’s knowledge we can put to good use to envision how to attract new gardeners and future horticulturists to the industry.

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