Growers Should Open Their Eyes To Opportunities

Adapt or die. Well, death as a consequence is probably a bit extreme. The adapt-or-become-irrelevant concept, however, has never been truer for greenhouse floriculture.

These are tough times. Unfair times, even. But the more your business’s value proposition mirrors your neighbor’s, the closer you are to becoming irrelevant.

Silver Vase, the South Florida orchid and bromeliad grower, recently faced these facts and decided to change its value proposition. As an orchid grower, Silver Vase is already somewhat unique in that it sources some young plant varieties from Europe, where it pays a premium price for material it considers hardier.

Still, Silver Vase hasn’t stopped there in differentiating itself. By now, the industry is well aware of Silver Vase’s dye-infused Mystique orchid line. The dye-infusion technique may represent everything you’re not as a horticulturist. But the dye-infusion question the industry should really be asking is, “Can we capture new customers and make floriculture more relevant this way?”

No one, including Silver Vase, can fully answer that question at this moment. But unless you explore new techniques, emerging marketing and merchandising opportunities and other avenues that allow you to increase your value proposition, the number one factor that differentiates you from your competitor is price. And how low are you willing to go?

So forget about whether or not dye-infused plants meet your standards. Do they meet the consumer’s? And is there opportunity to entice newbies into gardening with plants that stop shoppers in their tracks and force “wows” from their mouths?

It’s time we get real. We’re dealing with consumers who are willing to throw bundles of cash at the latest Apple product or smartphone. Are we seriously going to quibble among ourselves over how an orchid becomes blue or an anthurium is turned yellow? We’re fighting the wrong fight and turning our backs on what may be the next big opportunity for a business to expand its customer base and make floriculture relevant.

Opportunities Of All Kinds

The blue orchid isn’t the only opportunity the industry has turned its back on. As mentioned already, the opportunity for you to increase your value proposition may not be a new technology. Maybe it’s a marketing opportunity. Or, elevating your service to a new level.

The trouble is that elevating your value proposition is hard work. In Silver Vase’s case with the Mystiques, an increased value proposition means intensive orchid trialing and learning how to manage a premium line with a broad assortment of orchids and bromeliads.

How about marketing yourselves and your “brand” via QR codes on tags. Peace Tree Farm’s Lloyd Traven is planning to do exactly this with some of his tags, shooting video of himself or his wife, Candy, talking about the plants they’ve grown for retail customers.

Yes, it takes time to plan, shoot, edit, upload and connect videos to a tag’s QR code. But here’s an opportunity to increase your value proposition as a marketer, generate more visibility for yourself as a supplier and educate consumers on their level.

Who says there are no opportunities in the greenhouse world? The truth is, those who don’t see opportunity don’t want to see it. Capitalizing on an opportunity may take extra work. It may even require you to try something new. But remember: If you don’t adapt, you’re bound to become the next irrelevant grower.

Leave a Reply

More From Grow Initiative...
Dramm-Echter-Pink-Gerbera-Daisies

November 22, 2016

Dramm & Echter Donates Pink Gerbera Daisies During Susan G. Komen San Diego 3-Day Event

“As a local flower farm, we are honored to show our support by sharing symbolic pink flowers with each participant as they reach the midway point on their amazing journey,” says Bob Echter, Owner of Dramm & Echter.

Read More
deming-pdsa-cycle

November 21, 2016

How The PDSA Cycle Can Help You Improve Your Business

No successful business stays stagnant, which means you should constantly be looking for ways to make improvements to your business and your products. Are you looking for a good model to follow? Try the PDSA Cycle.

Read More
afe-fundraising-dinner

November 17, 2016

AFE Fundraising Dinner Celebrates Success, Raises Almost $20,000

The American Floral Endowment’s biggest fundraising event of the year, the 2016 Annual Fundraising Dinner, did more than just honor industry champions. It also raised nearly $20,000 for the future of floriculture programs.

Read More
Latest Stories
Dramm-Echter-Pink-Gerbera-Daisies

November 22, 2016

Dramm & Echter Donates Pink Gerbera Daisies During …

“As a local flower farm, we are honored to show our support by sharing symbolic pink flowers with each participant as they reach the midway point on their amazing journey,” says Bob Echter, Owner of Dramm & Echter.

Read More
deming-pdsa-cycle

November 21, 2016

How The PDSA Cycle Can Help You Improve Your Business

No successful business stays stagnant, which means you should constantly be looking for ways to make improvements to your business and your products. Are you looking for a good model to follow? Try the PDSA Cycle.

Read More
afe-fundraising-dinner

November 17, 2016

AFE Fundraising Dinner Celebrates Success, Raises Almos…

The American Floral Endowment’s biggest fundraising event of the year, the 2016 Annual Fundraising Dinner, did more than just honor industry champions. It also raised nearly $20,000 for the future of floriculture programs.

Read More
hoffman-nursery-owners

November 9, 2016

How Hoffman Nursery Invests In The Future Of The Greenh…

Hoffman Nursery believes in the future leaders of horticulture, and the operation invests in several programs to cultivate young people in their careers.

Read More
2015 GROW Summit_discussion shot

October 28, 2016

How We Can Inspire Millennials To Get Involved In Horti…

By uniting our efforts, we can attract new generations of growers and consumers to the horticulture industry, starting when they are young.

Read More
green-plan-it-gardening-outdoor-nature-explore-classroom

October 22, 2016

Here’s A Great Way To Bring Horticulture And Scho…

The Green Plan It Challenge gives school students in the U.K. the opportunity to participate in a 10-week project where they rethink the role of green space and develop solutions to horticulture-related problems.

Read More
Albert Grimm, Jefferys Greenhouses

October 19, 2016

How Jeffery’s Greenhouse Is Investing In The Indu…

Greenhouse Grower reached out to Albert Grimm, the 2016 Head Grower of the Year and Head Grower of Jeffery’s Greenhouse, to ask what he and his company have done in the last 12 months to invest in the industry. Here is what he had to say.

Read More
Dallas Johnson Greenhouses has significantly reduced the amount of time and labor spent pulling and processing orders, while improving plant quality at retail

October 1, 2016

Political Stalemate On Labor Means Your Opportunity To …

Despite the frustrating nature of our current political climate, now may be the best time for you to address your long-term labor and automation needs.

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