The Future Of The Greenhouse: Your Thoughts On Our 30th Anniversary Issue

2013 DecemberOur December 2013 issue was our 30th anniversary issue and in it, we looked ahead to the next 30 years in the greenhouse. We asked for your predictions and thoughts on the future of this industry and we thank you for all your comments on this forward-looking issue. Here’s a sampling:

On Marketing To Generation Z

“We have a young family and I agree that all kids are tech wizards. My daughter will Google everything before ever considering a purchase. So how do we reach them? The internet is great, but plants need to be touched, smelled and seen. There is such an impact when a child smells pineapple sage or touches a livingstone daisy. We make sure parents know that kids are allowed to touch the plants; we encourage it. We have arranged a ladybug release and invited the local elementary classes for next June. I agree that we need to market to the young, get out on the internet, to get them to your door.”
­— Deb Foisy

On Predictions For The Next 30 Years In The Greenhouse

“We should ask ourselves the question: Is our mission to educate people on the benefits of gardening – or – should we be doing more to show them how to incorporate plants into their lifestyles?

“The two biggest factors I see that impact buying and growing plants are:
1. The space where we live our lives.
2. The time we are willing to allocate to tending plants.

We can apply all the technology, eMails, websites, QR codes, social media and apps, but if we don’t provide the product and message the consumer wants, we will not develop and grow our market.

“Do we need to ‘think outside the garden’? The new American garden is the porch, deck, balcony, patio and containers in the garden.

“Gardening in the ground is like cooking from scratch. Fewer and fewer people do it or want to do it. Container gardening holds huge potential growth for our industry. We might want to spend more time showing consumers how to use plants in their environment and less time on how to grow plants.”
­— John Martens

On Consumer Culture And Lifestyle Demographics To Watch

“I think the emphasis on offering more locally grown flowers and plants should always be the key, as our industry is contributing to the global warming significantly. Our industry spends so much fuel and money shipping plants from one continent to the other just to make a profit, we’ve lost track of ourselves. More simple-to-grow plants that are easily propagated on site, instead of having to grow in mass production and ship by the millions, is the key.”
­— Kyle Baker

On Crops Of The Future

“There are local big growing operations in many areas of the country that are looking at food production. Not all of them will be able to convert to marijuana, especially with competition in that arena from the investment community. Small producers will again find issues with inefficiency as big growers find new ways to reach local markets — such as through Amazon Fresh and their competitors. Food is here and now and a part of keeping smaller producers in business. But they had better have a better plan than just producing food for their local market.

“Flowers are not a dead deal. But whether food or flowers, we all need discipline in the supply chain to not commoditize our industry in yet another way with the false assumption that lower prices create and drive demand and consumption. I say that knowing that this is the American way. Some choose to commoditize and sell as cheaply as possible, and others choose to add value and create perceived value and charge for it. The issue is to recognize that and choose one or the other.”
­— Sid Raisch

Leave a Reply

One comment on “The Future Of The Greenhouse: Your Thoughts On Our 30th Anniversary Issue

  1. Very few companies have a greenhouse that they can produce for only one sector of the market.
    That being said, our customer base demands that we diversify as much as possible or we will be controlled by the largest consumption of our product mix and that customer will own us. Therefore,
    the answer is to niche and diversify every chance you get while at the same time never lose focus of the market.

More From State of the Industry...

May 23, 2017

USDA-APHIS Bulletin on Unauthorized Distribution of Genetically Engineered Petunias

On May 2, 2017, USDA-APHIS was informed that an orange petunia variety was potentially genetically engineered and had been imported and moved interstate without required authorization by APHIS. This led to testing of numerous petunia varieties, which confirmed this particular variety and several others are genetically engineered, and meet the regulatory definition of a regulated article under APHIS regulations. APHIS continues to work with the industry to ensure unauthorized GE petunias are not distributed in the United States.

Read More

March 2, 2017

Greenhouse Grower State of the Industry Whitepaper Available for Download

This year’s survey featured a record 975 respondents and tackled topics such as sales trends, technology, major industry challenges and opportunities, and much more.

Read More
Greenhouse Grower State of the Industry Webinar

February 27, 2017

State of the Industry Webinar Available for On-Demand Viewing

The half-hour presentation includes an analysis of Greenhouse Grower’s 2017 State of the Industry survey, along with insights from horticulture industry leaders.

Read More
Latest Stories

May 23, 2017

USDA-APHIS Bulletin on Unauthorized Distribution of Gen…

On May 2, 2017, USDA-APHIS was informed that an orange petunia variety was potentially genetically engineered and had been imported and moved interstate without required authorization by APHIS. This led to testing of numerous petunia varieties, which confirmed this particular variety and several others are genetically engineered, and meet the regulatory definition of a regulated article under APHIS regulations. APHIS continues to work with the industry to ensure unauthorized GE petunias are not distributed in the United States.

Read More

March 2, 2017

Greenhouse Grower State of the Industry Whitepaper Avai…

This year’s survey featured a record 975 respondents and tackled topics such as sales trends, technology, major industry challenges and opportunities, and much more.

Read More
Greenhouse Grower State of the Industry Webinar

February 27, 2017

State of the Industry Webinar Available for On-Demand V…

The half-hour presentation includes an analysis of Greenhouse Grower’s 2017 State of the Industry survey, along with insights from horticulture industry leaders.

Read More

February 11, 2017

Poinsettia Survey Reveals Growers Increased Poinsettia …

On average, growers responding to Greenhouse Grower’s 2016 Poinsettia Survey said the poinsettia season was “good,”Here’s a glance at the outlook for poinsettias in the marketplace.

Read More

January 25, 2017

59 New Members of Congress Need to Hear from You, SAF S…

Retailers, wholesalers, suppliers, and growers coming to the Society of American Florists' (SAF) 37th Annual Congressional Action Days, March 13-14 in Washington, DC, have a lot of explaining to do. There are 59 new congressmen and senators on Capitol Hill, and this freshmen class needs a lesson about floriculture.

Read More
bouldin-lawson-pro-sticking-line-at-north-creek-nurseries

January 25, 2017

State of the Industry 2017: Growers are Ready to Invest…

Greenhouse Grower's 2017 State of the Industry Survey revealed that grower investment in technology is imminent due to the cost and availability of labor, to improve efficiency, expand their growing operations, and allow employees to concentrate on higher value jobs that are less labor-intensive.

Read More

January 24, 2017

Growers are an Aging Demographic, 2017 State of the Ind…

Owners and upper management of growing operations in the horticulture industry, not unlike others in agriculture, are aging, according to Greenhouse Grower’s 2017 State of the Industry Survey.

Read More
Biocontrols and beneficials absolutely can be used in outdoor production, with the use of banker plant systems

January 24, 2017

Growers Becoming More Sustainable but Most Think Climat…

Greenhouse Grower's 2017 State of the Industry Survey revealed that growers are adopting biocontrols and organic production, yet 58% of growers said they don't believe humans can control climate change.

Read More

January 24, 2017

State of the Industry Survey Says 2017 Will be a Year o…

Growers, suppliers, and researchers who took Greenhouse Grower’s 2017 State Of The Industry Survey say they are ready to drive change and profitability in horticultural businesses.

Read More
Moana plant yard

January 4, 2017

Green Industry Poised for Continued Economic Growth in …

Positive economic indicators point to 2017 being a year of modest growth for the green industry, according to economist Charlie Hall.

Read More

January 3, 2017

Growing Optimism for the Horticulture Industry in 2017

With a new administration and a new Congress, AmericanHort's Craig Regelbrugge says the horticulture industry has reason to be cautiously optimistic that regulatory relief could be on the horizon.

Read More
Bees on flowers

October 11, 2016

Bees Endangered? Here’s The Rest Of The Story

Recently, mainstream media reported that certain bee species have been placed on the endangered species list, but the situation isn’t as dire as one might think.

Read More
cuttings-facility

September 27, 2016

How Global Suppliers Of Unrooted Cuttings Are Working T…

The world’s top vegetative producers discuss how they continue to evolve to overcome challenges and embrace opportunities to help growers and the varieties supply chain.

Read More
OSU ATI Greenhouse

September 21, 2016

Your Support Is Essential For Current And Future Studen…

September is back to school time, and that means renewed opportunity to support the young people who are electing to pursue careers in horticulture. I continue to hear from growers of all sizes, from all over the country, that there just are not enough qualified graduates of two- or four-year horticulture programs. We also need to be active in promoting careers in horticulture to those who are not aware of the opportunities available. There have been some great success stories in this area recently. At University of Florida (UF) last fall, Anna Ball and Dr. Marvin Miller of Ball Horticultural Co. joined UF’s Dr. David Clark in an introductory environmental horticulture couse that’s open to any major. After the class, the line of students waiting to talk with Ball, Miller, and Clark was out the door. It is so important, Ball says, for each of us, individually and collectively to […]

Read More
young-plants

September 20, 2016

The Top Young Plant Growers, And Four Critical Challeng…

In Greenhouse Grower’s 2016 Top Young Plant Growers Survey, growers discuss the latest challenges and opportunities in fulfillment, shipping, labor, and crop protection.

Read More

August 13, 2016

Plants Sales Are Up For Fourth Straight Year, According…

Growers declared spring 2016 to be a success in Greenhouse Grower’s 2016 State Of The Industry: Spring Crops Recap Survey.

Read More
Joe Bischoff

July 26, 2016

SAF Partners With Cornerstone Government Affairs To Adv…

A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly effective work advocating for issues that affect the floriculture industry. “SAF and Cornerstone together provide experienced voices on Capitol Hill to protect our growers’ interests,” says SAF CEO Peter Moran. “We’ll continue to move major policy priorities forward on behalf of small business and agriculture.” Cornerstone is a public affairs firm specializing in government relations, strategic consulting, and advocacy. Its team of more than 50 senior professionals includes former senior professional staff from both authorization and appropriations committees and the U.S. Department of Agriculture (USDA), as well as veterans of the horticulture industry. Agricultural and horticultural issues of primary concern to SAF members include access to labor, immigration, crop protection, international trade and other matters related to the day-to-day operations of growers. Before she retired this year, SAF lobbyist Lin […]

Read More

July 26, 2016

AFE Releases New Videos Highlighting Industry Successes

The American Floral Endowment (AFE) recently released five new videos, created to highlight floriculture successes through industry collaboration, support, and participation. “Each video shares real stories from industry members on career development through scholarships and internships, and true examples of research solutions that have shaped how the industry operates today,” says Laura Shinall, President of Syndicate Sales, Inc., and AFE Public Relations and Development Chair. “We’re excited to be able to share some great success stories in an effort to increase industry participation.” The introductory video “Heard of the American Floral Endowment?” helps educate those who aren’t currently aware of AFE’s programs, while other segmented videos (retail, wholesale, grower) share how Endowment programs complement each group and why it’s so important that everyone in the industry participates: Retail Florists Share Why They Turn to AFE New Resources for Floral Wholesalers and Suppliers AFE Helping Growers Profit Ready for a Career in Floriculture or Horticulture? […]

Read More