Vegetables: Back Where We Started

Richard JonesThe phrase “full circle” comes up a lot when we talk about the explosion of interest in vegetables in the greenhouse market. We all know that the ornamental bedding plant industry really started with vegetable growers in the ’60s and ’70s. And, in fact, Greenhouse Grower magazine itself was a spinoff of another Meister Media publication, American Vegetable Grower, back in 1983.

So while ornamental growers are looking for the next big thing as we grapple with changing markets and consumer demographics, it’s not all that surprising that many of you are taking a look back at the potential of produce.

The timing couldn’t be better. Everywhere you look, there’s a focus on locally grown, safe and sustainable food. That’s what consumers — especially this next generation of customers — are saying they want. It’s not lip service. That’s where their dollars are going, both for weekly groceries and the discretionary dollars we’re used to fighting for.

Still not a believer? Check out the number of opinions about the potential of greenhouse food production in this issue: This month’s cover story on Circle Fresh, which is poised to become a major player in greenhouse produce; Peter Konjoian’s Perspective essay on why he’s given up floriculture for food; and Allan Armitage‘s column on helping consumers grow vegetables without the commitment to a garden. Many of your peers are already taking the leap.

 

There’s one other “full circle” to talk about this month. Ornamentals aren’t going anywhere, but we see a real opportunity in the future of vegetables as a key piece of the puzzle for greenhouse growers. We’re adding new staff and realigning some of our resources to help you take better advantage of the trend.

I’ll be spending my time in the fruit and vegetable markets as Group Editor for Meister Media Worldwide’s U.S. Horticulture Group and its American Vegetable Grower, American/Western Fruit Grower and Florida Grower brands. I started my editorial career with those magazines and will be taking back the lessons I’ve learned about protected production over the last seven years.

Carol Miller is taking over as Group Editor for Greenhouse Grower. Carol has been the leading editorial voice in garden retail over the last 15 years, including the last three as Editor of our sister publication, Today’s Garden Center. She’ll continue that role, while bringing you her perspective on the latest ideas for marketing and retailing your plants.

Also joining the Greenhouse Grower team is Associate Editor Janeen Wright, who brings a wealth of experience with a B.S. in Horticulture from Brigham Young University and five years as an educator/editor/horticulturist at the Herb Society of America. Carol and Janeen will work closely with Editor Laura Drotleff and Assistant Editor Amanda Gallagher to provide you with information and ideas that will make both you and your customers stronger and more profitable businesses.

Senior Editor Sara Tambascio’s responsibilities will be shifting as she moves into the role of Custom Content Editor for Meister Media. But Sara will still be a regular presence in Greenhouse Grower with her “New Marketing For The Digital Age” column.

And I’ll still be writing for Greenhouse Grower, as well, covering topics related to vegetables and produce. Our mission is to work together across the ornamental and horticulture markets to uncover new opportunities for you in this fast-growing category. We’re excited about its potential and believe you will be, too.

Topics:

Leave a Reply

One comment on “Vegetables: Back Where We Started

More From Business Management...
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
cuttings-facility

September 27, 2016

How Global Suppliers Of Unrooted Cuttings Are Working To Improve The Pipeline

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
Employees separate the plants by stem count, bud development and height. “This process allows us to respond more quickly to specific requests from customers,” Van Wingerden says

September 22, 2016

AmericanHort Hosting Webinar On Overtime Rule Compliance

The webinar takes place on Thursday, Sept. 29. AmericanHort is also throwing its support behind the Overtime Reform and Enhancement Act.

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
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
Employees separate the plants by stem count, bud development and height. “This process allows us to respond more quickly to specific requests from customers,” Van Wingerden says

September 22, 2016

AmericanHort Hosting Webinar On Overtime Rule Complianc…

The webinar takes place on Thursday, Sept. 29. AmericanHort is also throwing its support behind the Overtime Reform and Enhancement Act.

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
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
Pansy ‘Cool Wave Blue Skies’ (Wave)

September 20, 2016

PanAmerican Seed Settles Alleged Trade Sanction Violati…

PanAmerican Seed, a division of Ball Horticultural Co., has been charged with violating trade sanctions to Iran over a number of years. According to a release from the U.S. Treasury department, PanAmerican Seed made 48 indirect sales of seeds to two Iranian distributors. The company shipped the seed to consignees based in countries in Europe and the Middle East. PanAmerican Seed’s customers then arranged for the re-exportation of the seeds to Iran. The release states that the Office of Foreign Assets Control (OFAC) determined PanAmerican Seed did not voluntarily self-disclose the alleged violations to OFAC, constituting an egregious case. “We believe that the settlement was extreme; however the alternative was to litigate with the U.S. government, which would take months, if not years,” says Todd Billings, Chief Financial Officer for Ball Horticultural Co. When asked what Ball Horticultural Co. has done to ensure that violations to trade sanctions do not […]

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
Dual Income No Kids (DINK) Young Couple

September 16, 2016

What You Need To Know About DINKs

DINKs (Dual Income, No Kids) are quickly becoming one of the fastest-growing demographics that marketers are targeting.

Read More
MANTS

September 15, 2016

Registration Is Now Open For MANTS 2017 In Baltimore

The 2017 Mid-Atlantic Nursery Trade Show takes place Jan. 11-13 in Baltimore, MD, and will feature more than 1,000 exhibitors from the green industry.

Read More
farwest-2016-photobooth

September 14, 2016

Farwest 2016 Marked By Expert Discussions On Green Indu…

Attendance at the 2016 Farwest Show in Portland was up 6% from last year, as visitors sought to learn more about emergent market opportunities.

Read More
Workers at Golden State Bulb Growers clean Calla tubers and select the best quality bulbs, placing them on conveyors to be graded, counted and sorted in the new system

September 13, 2016

Newly Signed California Law Expands Overtime To Farmwor…

The new law, which will be phased in beginning in 2019, is the first of its kind in the nation to end the 80-year-old practice of applying separate labor rules to agricultural laborers.

Read More
RISE New Governing Board 2016

September 11, 2016

RISE Appoints New Leadership, Hands Out Awards During 2…

“Our members’ enthusiasm is high, and we had great engagement as we work together to set objectives for 2017 and beyond,” said Aaron Hobbs, RISE President. “Our work ensures a vibrant future for our industry, so we can continue to deliver cutting-edge solutions to solve people’s pest and plant health problems.”

Read More
Workers at The Farm at Green Village

September 10, 2016

Now Is The Best Time To Demand Federal H-2B Program Sup…

Congress is expected to pass a continuing resolution spending bill in the near future, and whether or not that measure includes an H-2B returning worker exemption could impact your labor supply for 2017.

Read More
Cavicchio Greenhouses

September 6, 2016

Cavicchio Greenhouses Wins Inaugural Sustainability Awa…

The Sudbury, MA, growing operation sustains more than 250 acres of annuals, perennials, and nursery stock, with a number of practices to mitigate its impact on the environment.

Read More
Charlie Hall Feature Image

September 6, 2016

10 Insights From Charlie Hall’s Green Industry Economic…

With the uncertain current economic climate, Texas A&M economist Charlie Hall says now may be the perfect time to invest — as long as you do it smartly.

Read More
Increased customer demand led Good Harvest Farms to add hydroponic lettuce in 2000

September 3, 2016

Are You A Leafy Greens Grower? If So, Take This Survey!

A team of researchers from several universities is looking for feedback from leafy greens and herb growers.

Read More
Michigan State University Employee Handbook

September 2, 2016

Why You Might Need An Employee Handbook For Your Greenh…

Employee handbooks are not just for big greenhouse operations that employ large numbers of workers. According to a Michigan State University expert, they are an important human resources management tool that all growers should have.

Read More
Griffin Onliant Logo

August 30, 2016

Griffin Launches New Digital Greenhouse Ordering System

Onliant, which replaces Griffin’s previous e-commerce sites, provides growers and retailers with a new platform to source plants, hard goods, equipment, and retail inputs.

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