Guiding Our Growth by John Holmes

Guiding Our Growth by John Holmes

The industry faces many challenges at the moment, but with challenges comes opportunity. As these opportunities gradually unfold and develop, industry associations will play a critical role in guiding and managing the resulting change and reaction.

At their most basic level, industry organizations such as OFA, the American Nursery & Landscape Association (ANLA) and the multitude of state and regional associations, are just individuals coming together to accomplish similar goals–including some that cannot be achieved on their own.

Throughout the history of the floriculture industry, we’ve seen organizations formed for very specific purposes, such as sharing research (the roots of OFA), increasing floral awareness and consumption (America in Bloom, PromoFlor, the Flower Promotion Organization) and promoting perennials (the Perennial Plant Association). But many times, industry associations take on a larger scope and actually promote and support the industry without members even being aware of the extent of services or assistance.

As the needs of the industry shift, the focus of the association should not only adjust but also be one step ahead–reflecting the desires and challenges of constituents but also anticipating those challenges and developing solutions. Some of the most common ways industry associations can support members and facilitate growth include:

Networking and Events. Often seen as the primary value of trade organizations, many folks benefit from the networking and peer interaction provided by key events like OFA Short Course. Trade shows, conferences, tours and other formal and informal gatherings give constituents the opportunity to share best practices, benchmark against industry leaders and manage the latest challenges. The tips and advice learned from peers during these events form a solid basis for industry-wide growth.

Education and Information. Education and information sharing are two of the most important aspects of OFA’s mandate, as it is for most trade associations. New research, especially in a technical industry such as floriculture, supports individual growth.

New technologies are expanding the reach of education, with critical developments being shared by eMail or online in Webinars. Associations can and should lead the way in adopting these new technologies to expand the audience beyond those who can travel to events.

Advocacy. Growers already have full-time jobs. Most can’t devote the countless hours necessary to track and exert influence on legislative and regulatory items of interest. Constituents often rely on their trade association for this type of advocacy.

In the green industry, groups like ANLA and the Society of American Florists (SAF) take the lead on items of interest in Washington, D.C. Such efforts have secured funding for critical industry research, prevented harsh import restrictions on cuttings and guided potential immigration reform. These groups are supported and often partially funded by partners like OFA.

Public Awareness. A very obvious part of some organizations like the Dairy Board or the Flower Promotion Organization, public awareness can have a direct impact on an industry’s growth by attracting new customers and increasing sales from existing customers.

There are, however, many different ways to increase public awareness for an industry. Via community outreach and product donations, associations often work quietly to enhance an industry’s image.

Trade associations also lend credibility to industry positions, they support positive change, and many times, they can be the catalyst for a more successful future.

Leave a Reply

More From State of the Industry...

March 4, 2015

Nexus Corporation’s Cheryl Longtin Encourages Women To Seek Volunteer Leadership Opportunities

When Cheryl Longtin came to the horticulture business in 1994, she applied her experience in the automotive industry to promote the adoption of more technology in greenhouse production. Longtin says horticulture, with its rich family tradition, has long promoted women in the industry compared to other industries, but women in horticulture must continue to seek out opportunities to provide volunteer leadership in organizations that shape the future of the business.

Read More

March 4, 2015

Second Annual GreenhouseConnect Will Bring Growers and Suppliers Together in San Diego This October

Following a successful inaugural event in Tampa last fall, Greenhouse Grower has announced the dates of its second annual GreenhouseConnect: October 26-29, 2015. Representatives of an expected two dozen leading greenhouse operations from across the U.S. will join senior-level suppliers at Rancho Bernardo Inn in San Diego for several days of one-on-one strategic meetings, a growers-only roundtable, informational sessions and a variety of networking events.

Read More
cultivate'15 logo

March 4, 2015

Cultivate’15: AmericanHort Announces What’s New

In an industry that has seen major changes occurring at a fast pace, many industry professionals leave Cultivate with their heads spinning and no clear idea of how to regroup and strategize. Cultivate’15 is “Changing the Game.” As this year’s focus, Changing the Game will call your attention to the ways in which our industry has changed and your opportunities to compete successfully.

Read More
Latest Stories
cultivate'15 logo

March 4, 2015

Cultivate’15: AmericanHort Announces What’s…

In an industry that has seen major changes occurring at a fast pace, many industry professionals leave Cultivate with their heads spinning and no clear idea of how to regroup and strategize. Cultivate’15 is “Changing the Game.” As this year’s focus, Changing the Game will call your attention to the ways in which our industry has changed and your opportunities to compete successfully.

Read More
Greenhouse Grower State of the Industry

February 2, 2015

Download Greenhouse Grower’s 2015 State Of The In…

The Greenhouse Grower 2015 State Of The Industry Whitepaper includes all the results of the survey, including comparisons on 2014 sales to past years, details on how 2015 production volume and prices will compare to 2014, crops that growers will increase and decrease production on, where growers stand on using neonicotinoids on crops, how many growers will pursue growing medical marijuana and more.

Read More

January 27, 2015

Benchmarks: Let’s Change Our Story

It's a new year. Time for our industry to change how consumers perceive plants by creating a new reality where plants are valued for more than their physical beauty.

Read More

January 21, 2015

AFE Wins Platinum MarCom Award For “Murder, Sex a…

The American Floral Endowment (AFE) took home its fourth award for the animated awareness video "Murder, Sex and Greed." The organization also recently announced that there are two new members on its board of trustees.

Read More
Greenhouse Grower State of the Industry

January 19, 2015

2015 State Of The Industry: Current Green Industry Tren…

Demand for green industry products and services is forecasted to increase in coming years as the housing market rebounds.

Read More

January 14, 2015

Terra Nigra Joins DNA Green Group

DNA Green Group will be expanding its range of cut flowers by incorporating Terra Nigra, a company specializing in breeding and propagation of gerberas and roses.

Read More

January 14, 2015

Florensis Receives Horticultural Entrepreneur Award

During the January 7, 2015 award ceremony in the Keukenhof, in Lisse, Netherlands, Florensis received the Horticultural Entrepreneur Award. Florensis was one of four nominated companies, which also included Arcadia BV, Artemis and Martens Asperges.

Read More
AmericanHort

January 9, 2015

AmericanHort Celebrates Its First Birthday

AmericanHort was formally launched one year ago on January 1, 2014, and the association is celebrating numerous successes of the first year.

Read More
Carol Miller

January 7, 2015

We’re All In This Together

Growers and retailers have a common goal — to serve customers better. In this new column, Greenhouse Grower will take a look at ways growers and retailers can work together to take advantage of profit opportunities and better meet customer needs.

Read More

January 7, 2015

Industry Speaks Out Against “Waters Of The U.S.” Rule

The Environmental Protection Agency’s proposed rule change to the Clean Water Act, known as “waters of the U.S.,” has the potential to disrupt normal business practices for growers across the country.

Read More

January 7, 2015

Students Tackle Real-Life Challenges At National FFA Fl…

Top prize winners put skills learned in the classroom to the test at the National Future Farmers of America (FFA) Floriculture Career Development Event.

Read More
Lesley Judd

January 7, 2015

2014 Meister Scholarship Awarded To Ph.D Student

The Richard T. Meister Scholarship was awarded to Lesley Judd, a graduate student with a passion for horticulture and a desire to pass her knowledge along through teaching.

Read More

January 6, 2015

39th Annual Today’s Horticulture Symposium Will Be Febr…

The Professional Gardener Alumni Association (PGAA) will hold the 39th Annual Today’s Horticulture Symposium program will be on February 6, 2015 from 8 a.m. or 4 p.m. in the Ballroom at Longwood Gardens, and will feature an array of engaging speakers.

Read More
Shawn McBurney

January 6, 2015

Society Of American Florists Hires New Lobbyist

Shawn McBurney joined the Society of American Florists' (SAF) staff starting January 5 as the new senior director of government relations.

Read More
Greenhouse Grower State of the Industry

January 5, 2015

Growers Are Optimistic For A Strong Year In 2015

Greenhouse Grower’s State Of The Industry survey reveals that growers are being cautious about the inputs they use, and they’re worried about input costs and regulation, but enthusiastic about the rebounding economy.

Read More
Greenhouse Grower State of the Industry

January 5, 2015

The 2015 State Of The Greenhouse Industry: Numbers At A…

Greenhouse Grower's 2015 State Of The Industry Survey shows some promising trends for the new year. Here's a look at the greenhouse market for 2015.

Read More
Greenhouse Grower State of the Industry

January 5, 2015

Suppliers Will Increase Prices, Grower Education For 20…

Vendors' expectations are high for 2015, according to their responses on Greenhouse Grower's 2015 State Of The Industry Survey.

Read More
Greenhouse Grower State of the Industry

December 31, 2014

2015 State Of The Industry: Major Changes In Washington…

Immigration, tax and regulatory reforms are a few important issues to watch in 2015. Still, the horticulture industry is on the threshold of change and has reason to be optimistic.

Read More