Industry Pulse Fall Survey Results

We surveyed growers about mums and poinsettias, asking them what sizes they grew, when they shipped and if they had any suggestions for improving sell-through on mums and poinsettias, among other things. Here are the full results of our latest Industry Pulse survey.

Q: Which of the following best describes your business?
Grower-retailer … 48.5 percent
Wholesale grower … 50.5 percent
Young plant grower … 1.0 percent

MUMS
Q: If you grew mums this year, will you grow them again next year?
Yes … 84.5 percent
No … 8.3 percent
Not sure … 7.1 percent

Q: If you do grow mums, who is your primary customer?
E-commerce sites … 0
Farm markets … 6.4 percent
Home improvement chains … 5.1 percent
Independent garden centers … 38.5 percent
Mass merchandisers … 2.6 percent
Other growers … 0
Supermarket chains … 7.7 percent
Warehouse clubs … 2.6 percent
Wholesale florists … 2.6 percent
Your own retail shop … 34.6 percent

Q: Who are your other mums customers?
E-commerce sites … 0
Farm markets … 28.8 percent
Home improvement chains … 3.4 percent
Independent garden centers … 32.2 percent
Mass merchandisers … 1.7 percent
Other growers … 20.3 percent
Supermarket chains … 10.2 percent
Warehouse clubs … 0
Your own retail shop … 42.4 percent

Q: How does your mum production this year compare to your mum production from last year?
Our mum production was up more than 10 percent over last year  … 16.9 percent
Our mum production was up between 5 and 10 percent over last year … 14.3 percent
Our mum production was up less than 5 percent over last year … 9.1 percent
Our mum production was about the same as last year … 31.2 percent
Our mum production was down less than 5 percent over last year … 5.2 percent
Our mum production was down between 5 and 10 percent over last year … 10.4 percent
Our mum production was down more than 10 percent over last year … 13.0 percent

Q: When did you begin shipping mums this year?
Before July 1 … 2.7 percent
July 1-15 … 4.1 percent
July 16-31 … 9.6 percent
August 1-15 … 26.0 percent
August 16-31 … 32.9 percent
September 1-18 … 24.7 percent

Q: Did you begin shipping mums later this year than you did last year, and if so by how long?
Yes, we began shipping 0-2 weeks later this year … 12.3 percent
Yes, we began shipping 2-4 weeks later this year … 2.7 percent
Yes, we began shipping more than 4 weeks later … 0
No, we began shipping around the same time this year … 60.3 percent
No, we began shipping earlier this year … 24.7 percent

Q: If you did begin shipping mums later this year than last year, what caused the late start?
-Customers not buying until after Labor Day.
-Early crop failure.
-Cool summer: People’s spring plants looked great. No need for additional color.
-All the rain from June 8 until July 3.
-Later varieties did not grow any earlys Excess heat.
-Excess heat.
-Paradigm shift in consumer buying patterns…trending later.
-Cool summer temps.

Q: Up to this point, how do this year’s mum sales compare to last year’s mum sales?
Sales are up more than 10 percent … 18.4 percent
Sales are up between 5 and 10 percent … 11.8 percent
Sales are up less than 5 percent … 7.9 percent
Sales are about the same as last year … 31.6 percent
Sales are down less than 5 percent … 6.6 percent
Sales are down between 5 and 10 percent … 7.9 percent
Sales are down more than 10 percent … 15.8 percent

Q: Did mum sales meet your expectations this year?
Yes … 52.1 percent
No … 22.5 percent
Not sure … 25.4 percent

What sized container resulted in the most mum sell-through for you this year?
Small (6-inch or smaller) … 12.8 percent
Medium (6-inch to 10-inch) … 73.1 percent
Large (10-inch or larger) … 14.1 percent

Does your greenhouse operation have any marketing programs or promotions in place for mums or fall planting?
-Yes … 28.0 percent
-No … 72.0 percent

Do you have any suggestions for other growers looking to improve sell-through with mums?
-Use mums in mixed container plantings, and have smaller sizes for do-it-yourself container planters.
-Develop signage and programs directed to the end user.
-Don’t try to cheapen the product.
-Start later.
-Don’t be stingy with fertilizer.
-For the larger operations, it is important to have at least three different varieties that bloom in succession so you always have a crop ready to ship or sell.
-School fundraisers are a good way to market 10-inch mums.
-Don’t skimp on crop input costs.

POINSETTIAS
Are you growing poinsettias this year?

Yes … 53.7 percent
No … 46.3 percent

If so, who is your primary poinsettia customer?
E-commerce sites … 1.9 percent
Farm markets … 1.9 percent
Home improvement chains … 3.8 percent
Independent garden centers … 30.2 percent
Mass merchandisers … 3.8 percent
Other growers … 1.9 percent
Supermarket chains … 9.4 percent
Warehouse clubs … 3.8 percent
Wholesale florists … 3.8 percent
Your own retail shop … 39.6 percent

From which of the five major poinsettia breeders do you buy cuttings? (Check all that apply.)

Dümmen … 31.4 percent
Oglevee … 15.7 percent
Paul Ecke Ranch … 96.1 percent
Selecta First Class … 19.6 percent
Syngenta Flowers … 52.9 percent

Are you satisfied with the latest poinsettia varieties available to you this year?
Yes, I believe there are enough new varieties to keep consumers interested in poinsettias. … 90.7 percent
No, I believe more new varieties are needed to keep consumers interested in poinsettias. … 9.3 percent

How does your poinsettia production this year compare to your poinsettia production last year?
Our poinsettia production is up 10 percent. … 3.8 percent
Our poinsettia production is up 10 percent. … 13.2 percent
Our poinsettia production is up less than 5 percent. … 9.4 percent
Our poinsettia production is about the same as last year. … 18.9 percent
Our poinsettia production is down less than 5 percent. … 11.3 percent
Our poinsettia production is down between 5 and 10 percent. … 24.5 percent
Our poinsettia production is down more than 10 percent. … 18.9 percent

What are your sales expectations of poinsettia season?
I expect sales to increase more than 10 percent. … 5.6 percent
I expect sales to increase between 5 and 10 percent. … 14.8 percent
I expect sales to increase less than 5 percent. … 14.8 percent
I expect sales to be about the same as last year. … 29.6 percent
I expect sales to decrease less than 5 percent. … 5.6 percent
I expect sales to decrease between 5 and 10 percent. … 14.8 percent
I expect sales to decrease more than 10 percent. … 14.8 percent

Does your greenhouse operation have any marketing programs or promotions in place for poinsettias?

Yes … 35.2 percent
No … 64.8 percent

What percentage of the poinsettias you produced last year did you wind up dumping without even shipping to retail?
We didn’t dump a single poinsettia. … 9.4 percent
We dumped less than 5 percent of all poinsettias produced. … 49.1 percent
We dumped between 5 and 10 percent of all poinsettias produced. … 34.0 percent
We dumped between 10 and 20 percent of all poinsettias produced. … 5.7 percent
We dumped more than 20 percent of all poinsettias produced. … 1.9 percent

Do you have any suggestions for other growers looking to improve sell-through with poinsettias?
-Differentiate your product.
-Grow less, but higher quality.
-Grow in unique containers, non-standard pot sizes.
-Combine with other plants combo planter.

Leave a Reply

More From State of the Industry...
More and more people are employing a landscape service, but that doesn’t mean they don’t still garden

September 2, 2015

Under Siege? Not Really, Just Go For A Walk

I have no trouble with people buying chocolates or wine instead of flowers to celebrate anniversaries, birthdays or peoples’ lives. We should all have choices. However, the other night I felt like I was entering the Republican caucus. I was minding my own business by the television set and became more than a little upset. A website called insteadofflowers.com came on the screen. It provided serene music and wholesome images of busy women doing busy things. It turns out that such busy women enjoy a small token of appreciation, but apparently their enjoyment, according to the voice-over, does not include flowers. This website delivers meals to the house, anything from beef brisket to beef bourguignon. It is a fine website with a good idea. But why pick on us? Why not use “insteadofbaloneysandwiches.com” or “insteadofgrilledcheeseandsoup.com,” “insteadofburgerdoodle.com,” or a dozen other things. When did flowers get to be the whipping boy? […]

Read More
Triathlon BA container shot

September 2, 2015

OHP Launches Triathlon BA, Offers Marengo SC In Smaller Size

Triathlon BA biofungicide/bactericide is now available to authorized OHP distributors for shipment to states where product registration has been approved. State registration information is available here. A next generation preventive biological fungicide, bactercide Triathlon BA is labeled for use in both organic and conventional production on a wide variety of fungal and bacterial diseases on ornamentals, fruits, vegetables and herbs and spices. With the active ingredient Bacillus amyloliquefaciens, Triathlon BA provides preventive control of many foliar and soil-borne diseases such as botrytis, powdery mildew, downy mildew, rusts, leaf spots, alternaria, pythium, phytophthora, rhizoctonia, fusarium and bacterial spot. Triathlon BA, an aqueous suspension formulation, prevents establishment of disease-causing fungi and bacteria on the plant tissues. Depending on the target disease, users can foliar-apply or soil drench Triathlon BA. Repeat applications may be made at three- to 28-day intervals. Under environmental conditions that are conducive to disease development, users may apply at three- to […]

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
Latest Stories
Christina Salwitz 2014_featured

August 12, 2015

Christina Salwitz Says Women Bring A Unique Perspective…

Garden writer Christina Salwitz is a powerhouse in the industry. She is an expert container designer, works at an independent garden center and runs her own blog. Salwitz is active on social media, and she fights for the industry’s ability to stay autonomous from the big box stores. Most importantly, Salwitz stands out in a field of garden industry people as a design and color specialist who can bring something brilliant and unique to the end consumer. Her garden design business, established in 1998, started with landscaping, then evolved into container design because of increased demand for her unique and color-filled designs. Salwitz continues to work at an independent garden center in order to connect directly with the consumer. She also evolved and expanded her business by blogging, authoring books such as “Fine Foliage” with co-author Karen Chapman, and concentrating on horticultural photography. Demand grew for her work, and by March 2014 her designs were […]

Read More
cannabis

August 7, 2015

Cannabis Producer Solstice Provides Insight To Greenhou…

To gain some real-world insight about what it takes to produce and sell cannabis, and some of the challenges and roadblocks involved, Greenhouse Grower reached out to Solstice, a producer and processor of cannabis for medical and adult use in Washington state. Alex Cooley, the co-founder and vice president of Solstice, gave us an exclusive interview, and answered the following questions to give greenhouse growers a glimpse into different aspects involved in cannabis production. Visit the Solstice website or follow Solstice on Twitter @SolsticeGrown for more information. Greenhouse Grower (GG): First, let’s get to know you. Could you tell us some background about Solstice and how it got started? Alex Cooley: We started Solstice in 2011 to help legitimize the medical cannabis marketplace by providing consistent, lab-tested cannabis of high quality and creating the state’s first cultivation brand. It was started by myself and two other partners, Will Denman and […]

Read More

July 29, 2015

2015 Spring Crops Report: Rain Soaks Spring Sales

Rain, rain and more rain. That was the story this spring for the large majority of growers across the U.S. And where it wasn’t too wet, it was too dry. Drought conditions cut sales in the West and Southwest. But it wasn’t all bad. Eighty-nine percent of respondents to Greenhouse Grower’s 2015 Spring Crops Survey declared the season a success, despite its challenges. They said beautiful weather in April and excited consumers who were ready to spend got the season going early, but then cool temps and rainy weekends throughout May and June caused confusion over when and how much to plant. Of the 189 respondents to Greenhouse Grower’s 2015 Spring Recap Survey, 53 percent identified themselves as grower-retailers, 34 percent were wholesale growers and 13 percent said they were young plant growers. Most responses came from the Midwest (27 percent), Northeast (18 percent) and Southeast (16 percent), but also […]

Read More

July 17, 2015

Young Plant Survey: Do You Grow Plugs And Liners?

If your operation produces plugs or liners for wholesale growers, please take a few minutes to participate in Greenhouse Grower’s 2015 Young Plant Grower Survey. We know you are very busy and we value your time and input. This survey should only take a few minutes. Greenhouse Grower’s Young Plant Grower Survey has played a key role in building our Top 20 Young Plant Growers list over the years. The information helps us zero in on trends taking shape and the challenges you’re facing as young plant growers. If you have any questions about this survey or you are not the right contact for this at your operation, please email me at ldrotleff@meistermedia.com, or please forward the survey link to the appropriate person. We would like to wrap up this survey by July 24, so please take it soon! Thank you in advance for your participation. We value your opinion! » […]

Read More

July 15, 2015

Cultivate’15 Town Hall Meeting: Not Your Grandma&…

Young and innovative industry minds threw down ideas about future of gardening in the new millennium at the Cultivate’15 Town Hall Meeting. Traditionally one of the most innovative, captivating, controversial, edge-of-your-seat, interesting discussions at the whole show, this year’s Town Hall Meeting was no exception. The set up for this discussion addressed the radical change within the world of horticulture over the past decade, due to economics, demographics, technology, retail competition and the redefinition of gardening. The premise: Change cannot be ignored, and our old strategies won’t win us the game anymore. This session acted as a “callback” to the drawing board to determine what gardening actually means to consumers, how the horticulture industry needs to respond to meet the demands of the new millennium and the consequences that may result if we don’t. The esteemed panel included some of the brightest young and innovative minds in horticulture: Brienne Arthur of […]

Read More
BeeSmart logo

July 7, 2015

Grow Wise, Bee Smart Website Launches As Industry Resou…

The new Grow Wise, Bee Smart website, growwise.org,  was recently launched as a key component of the horticulture industry’s Bee and Pollinator Stewardship Initiative, which was created to provide leadership and guidance to the industry on pollinator health. The site serves as the communications hub for the latest research and developments related to the role horticulture plays in supporting pollinator health. Grow Wise, Bee Smart currently features information on the importance of bees and pollinators, threats to their health and steps everyone can take to improve habitat and forage. Links to the Million Pollinator Garden Challenge and Pollinator Partnership further guide retail and landscape firms and their customers on how to plant and register new gardens and habitats for pollinators. As the Grow Wise, Bee Smart stewardship program for plant production is launched, and as funded and directed research yields results and guidance, the site will feature timely new information and insights. Progress […]

Read More

June 30, 2015

Opportunities Abound For Women In Horticulture, Says Do…

My love for horticulture goes back to my grandparents who were farmers in upstate New York. My family’s involvement in agriculture left a lasting impression that has spanned decades, and still drives my passion for our industry today. I started my career in horticulture when I owned a greenhouse, nursery and garden center in Sayville, Long Island, N.Y. We specialized in ground cover production, later branching out to producing perennials and bedding plants.     I then went onto wholesale hard goods distribution. In the 1980s, I was the first woman salesperson on Long Island. What an eye opener that was! New York is a very special place, different from anywhere else in the country. You cannot imagine how difficult it was walking into greenhouses and nurseries as a woman, in a man’s world. Luckily, I grew up in New York City in an Italian family, who taught me great […]

Read More

June 10, 2015

Women In Horticulture Should Celebrate Their Difference…

Maria Costa-Smith, executive vice president at Costa Farms in Miami, Fla., says she believes in equal treatment for equal work. She encourages women in horticulture to work hard, be team players, perform beyond expectations and add value to their organizations. Fulfilling Her Dreams Maria Costa-Smith grew up in the horticulture industry, and never doubted that she wanted a career in ornamental horticulture. Part of a family with a history steeped in agriculture, her grandfather, Jose Costa, was a farmer in Cuba, who sent her father, Tony Costa, to the University of Florida just before the Cuban Revolution to study agriculture. When the family uprooted in 1961 and fled to the U.S., they began growing tomatoes and citrus on a 30-acre plot of land in Miami, and soon after expanded into ornamentals. Thus, Costa Farms was established. Working on the farm with her father and grandfather, Costa-Smith says she was always […]

Read More
Pollinator-Conference-NC State

June 10, 2015

Experts Convene to Discuss How to Protect Bees, Other P…

A new conference organized by North Carolina State University (NC State) and Michigan State University (MSU) will focus on the need for bee-friendly ornamental landscapes and practical solutions for protecting bees and other pollinators. This autumn, researchers, educators and industry experts from around the country will descend on a small town in rural North Carolina to discuss a question with repercussions for both the economy and the environment: what can be done to protect bees and other pollinators? The conference is focused specifically on what can be done to not only conserve but also bolster pollinator populations in so-called ornamental landscapes, such as urban areas and manicured gardens. It is the brain child of two entomologists – Steve Frank of NC State and David Smitley of MSU. With pollinator declines in the news, public demand for bee-friendly ornamental plants is high, but much of the available research has addressed pesticides and […]

Read More
Terri McEnaney Bailey Nurseries headshot_featured

June 3, 2015

Bailey Nurseries’ Terri McEnaney Recognized By Mi…

Bailey Nurseries President Terri McEnaney was recently honored by the Minneapolis/St. Paul Business Journal in their Women in Business 2015 special issue. Those honored were chosen for the impact they have had on the business community in Minnesotoa, as well as their dedication to serving their community. McEnaney was honored for her leadership in growing the company significantly in terms of revenue, staff, global reach and brand development, as well as her strategic acumen and industry insight. Other honorees included executives from U.S. Bancorp, PricewaterhouseCoopers, Gilette Children’s Specialty Healthcare, the American Cancer Society, Cargill, 3M and Wells Fargo. “I am humbled to receive this honor from the Minneapolis/St. Paul Business Journal,” McEnaney says. “To be among this group of esteemed women is exciting. Seeing successful female leaders in other male-driven industries pushes me to continue working and encouraging women in horticulture to grow their passion into a long-term, fruitful career.” […]

Read More

June 3, 2015

Take Greenhouse Grower’s 2015 Spring Recap Survey

Please take a few minutes to answer Greenhouse Grower’s 2015 Spring Recap Survey. Your input will help us get a firmer grasp on how spring played out for growers and what we can expect in Spring 2015.

Read More
Bee on a Sedum

June 3, 2015

The Million Pollinator Garden Challenge Launches With U…

The National Pollinator Garden Network (NPGN) launched the Million Pollinator Garden Challenge on June 3, just in time for National Pollinator Week, held June 21-25. The Million Pollinator Garden Challenge is a strategic effort to promote and protect the needs of pollinators in North America. Representatives of the recently formed Network joined First Lady Michelle Obama on June 3 for an event that’s part of her “Let’s Move” Initiative at the White House, to formally launch the Challenge. The launch of the Challenge is an unprecedented collaboration by dozens of conservation and gardening organizations, including green industry associations like AmericanHort, America in Bloom, Society of American Florists, American Floral Endowment, the National Garden Bureau and the American Horticultural Society. The organizations joined together to form the National Pollinator Garden Network and launch the new nationwide campaign – the Million Pollinator Garden Challenge. Designed to accelerate growing efforts across America, the Network is launching the […]

Read More
Status of Marijuana US Map May 2015

May 29, 2015

Marijuana Legalization Updates

As of April 2015, 23 states and the District of Columbia (D.C.) currently have laws legalizing marijuana in some capacity. At the federal level, several bills are currently awaiting action. Here is an update on current state and federal marijuana legislation across the U.S.

Read More
cannabis, marijuana plant

May 29, 2015

Making The Decision To Produce Medical Marijuana

Should horticultural growers consider cultivating medical marijuana? That’s up to the individual grower, of course, and certainly a number of growers already have jumped in. We at Meister Media Worldwide, publishers of Greenhouse Grower and American Vegetable Grower, do not necessarily endorse nor oppose the production of medical marijuana. But we do feel it is an option worth exploring. We intend our “Medical Marijuana” series of articles to give you information you need to make your own call. We hope you find it useful, and we do welcome your comments, thoughts and ideas as we continue to cover what we’re fairly certain is only going to be an increasingly viable and growing market for this emerging crop.

Read More
water

May 27, 2015

California Growers To Voluntarily Cut Back Water Use

Farmers in the Sacramento-San Joaquin River Delta have agreed to reduce their water use by 25 percent in exchange for assurance that they will not face further curtailment during the June-September growing season. The proposal was approved by the State Water Resources Control Board on Friday, May 22. “This proposal helps Delta growers manage the risk of potentially deeper curtailment, while ensuring significant water conservation efforts in this fourth year of drought,” State Water Board Chair Felicia Marcus says. “It allows participating growers to share in the sacrifice that people throughout the state are facing because of the severe drought, while protecting their economic well-being by giving them some certainty regarding exercise of the State Water Board’s enforcement discretion at the beginning of the planting season.” Growers who participate in the program could opt to either reduce water diversions under their riparian rights by 25 percent, or fallow 25 percent of their land. In both cases, the […]

Read More
Farwest2015

May 20, 2015

2015 Farwest Show Announces Second Annual Equipment Inn…

The second annual Equipment Innovation Day will be Tuesday, Aug. 25, prior to the 2015 Farwest show, which will be August 27-29 in Portland, Ore. Equipment Innovation Day, which was enthusiastically received in 2014, offers a real-time opportunity to see new heavy and automated nursery equipment in action. The demonstrations take place in manufacturing and nursery settings, adding value to the showcase. Attendees will be able to talk with participating manufacturers and learn first-hand from innovative growers who use the equipment in daily operations. The day-long event will be held at the main manufacturing plant of GK Machines, Inc., Donald, Ore. Further demonstrations of field equipment will take place at the nearby nursery of A&R Spada Farms, LLC. Bus travel to and from the event is planned, starting at and returning to the Oregon Convention Center. Attendees are welcome to provide their own travel to and from the site. Preregistration is required. The cost […]

Read More
CCGGA-Scholarship-Winners

May 20, 2015

Central Coast Greenhouse Growers Association Awards 201…

The Central Coast Greenhouse Growers Association (CCGGA) is awarding 20 scholarships this year to high school and college students. CCGGA-member nurseries raised money for the scholarship fund and each donated a portion of the fundraising sales to the fund, which is open to students currently enrolled in college for the following year. The scholarship program is also available to students of employees who work at CCGGA-member nurseries One of the organization’s goals is to continue encouraging future generations to enter the horticulture field and to promote higher education within the families that work in the local nursery business. The 2015 CCGGA scholarship recipients are: Aloysia Shea – Nipomo High School Andrew McHaney – CSalinas High School Angel Flores – Righetti High School Beatriz Barajas – San Jose State University Carolanne Garibay – Monterey Peninsula College Cladia Lavina – Salinas High School Erica Marquez-Ibarra – San Jose State University Jorge Zarate […]

Read More

May 18, 2015

Download Greenhouse Grower’s 2015 Top 100 Growers…

Greenhouse Grower‘s Top 100 Growers Survey revealed that our projections in the 2015 State Of The Industry report were correct: Growers, at least the large ones, are expanding. Greenhouse Grower’s annual Top 100 List ranks the largest U.S. growers by total square feet of environmentally controlled greenhouse space, although this year, we have also listed shade and field acreage, to give perspective on how large these operations are beyond the greenhouse. In total, the 2015 list represents 228,906,001 environmentally controlled square feet of U.S. production, a 5 percent increase over 2014. All told, 26 growers reported that their operation grew between 2014 and 2015. Several growers reduced their production over the past year, as well, and while some operations’ downsized numbers were significant, most were slight and probably typical of the give-and-take in the horticulture industry. Greenhouse Grower‘s 2015 Top 100 Growers Whitepaper includes all the results of the survey, […]

Read More