GROW Summit 2013 Focuses On Engaging The Next Generation

GROW_SUMMIT_BeckerTravenWhitehouse_Web As an industry, we must change the mindsets of our existing and potential customers. We also need to do some rethinking of our own.

That was the prevailing message of Greenhouse Grower’s second GROW Summit. A group of leading growers (including two Greenhouse Grower Operations of the Year, Bob’s Market and The Perennial Farm), suppliers and allied organizations gathered for two days in October to discuss one of the more pressing issues facing our industry: How do we engage the next generation? And not just the next generation of consumers, but also the next generation of great greenhouse owners and managers.

A number of recurring themes and action items emerged during the two days of roundtable discussions and presentations, including:

GROW_Summit_2013_Web• Retain our current customers but also engage the next generation by targeting mothers and children.

• Drive year-round consumption by changing the “plants are forever” mindset of the consumer and create comfort with regularly changing out plants.

• Research changing demographics and create action plans for matching our product mix not just to new generations but also to growing ethnic groups.

• Spread the message that plants are a necessity in our lives and not a luxury.

• Change our focus: Stop selling stuff and sell the experience and success of the consumer.

You’ll be reading about these topics and more in the coming months as the ideas generated during the GROW Summit turn into action, both in Greenhouse Grower and in the industry.

GROW Summit 2013 Participants

Dr. Allan Armitage
Professor Emeritus of Horticulture
University of Georgia

Bobby Barnitz
Vice President
Bob’s Market and Greenhouses

Kurt Becker
Executive Vice President
Dramm Corporation

George Casey
Group Publisher
Greenhouse Grower

Leigh Coulter
President
GGS Structures

Laura Drotleff
Editor
Greenhouse Grower

Tim Duffin
Marketing Communications Leader
Ball Horticultural Company

Danny Gouge
Marketing Manager
Willoway Nurseries

Richard Jones
Group Editor
Greenhouse Grower

Jeff Kline
Aquatics, T&O Market Segment Manager
BioSafe Systems

TJ Magnan
Director of Sales
Griffin Greenhouse Supplies

Carol Miller
Editor
Today’s Garden Center

Kelly Norris
Horticulture Manager
Greater Des Moines Botanical Garden

David Savoia
Chief Financial Officer
OFA/AmericanHort

Ron Shepard
Sales Manager
BioWorks

Jim Sulecki
Corporate Content Director
Meister Media Worldwide

Sara Tambascio
Senior Editor | Online
Greenhouse Grower

Alice Tomasello
Territory Manager
The Perennial Farm

Lloyd Traven
Owner
Peace Tree Farm

Rick Vulgamott
National Director of Sales, Horticultural Division
The John Henry Company

Stephanie Whitehouse
Sales & Marketing Manager
Peace Tree Farm

Topics: , , ,

Leave a Reply

More From Greenhouse Grower's GROW...
Laura Drotleff

April 23, 2018

Opinion: Why the Floriculture Industry Must Be Willing to “Humble Brag” About Itself

There is potential for our industry to provide talking points for growers to promote sustainable production efforts. It’s not exactly bragging — it’s simply and humbly speaking the truth.

Read More
Dickman-Farms-Carve-and-Brew-Event

March 26, 2018

How Dickman Farms Used a New Event to Expand Its Customer Base

Last fall, Dickman Farms hosted “Carve & Brew,” a new event in which young adults were able to carve a pumpkin, taste craft brews from two local microbreweries, and relax with friends and neighbors.

Read More
Mason-Day-GrowIt-Feature

March 22, 2018

Why Your Efforts to Sell Plants Fall Short and What You Can Do About It

It’s time to look at outside industries for ideas and inspiration on what we can do to operate more efficiently in today’s economy.

Read More
Latest Stories
Laura Drotleff

April 23, 2018

Opinion: Why the Floriculture Industry Must Be Willing …

There is potential for our industry to provide talking points for growers to promote sustainable production efforts. It’s not exactly bragging — it’s simply and humbly speaking the truth.

Read More
Dickman-Farms-Carve-and-Brew-Event

March 26, 2018

How Dickman Farms Used a New Event to Expand Its Custom…

Last fall, Dickman Farms hosted “Carve & Brew,” a new event in which young adults were able to carve a pumpkin, taste craft brews from two local microbreweries, and relax with friends and neighbors.

Read More
Mason-Day-GrowIt-Feature

March 22, 2018

Why Your Efforts to Sell Plants Fall Short and What You…

It’s time to look at outside industries for ideas and inspiration on what we can do to operate more efficiently in today’s economy.

Read More
Seed-Your-Future-Dinner

March 20, 2018

Seed Your Future Dinner Celebrates Focus on New, Young …

During a Seed Your Future Leadership Meeting Fundraiser dinner at Longwood Gardens, Pennsylvania's Ag Secretary thanked the Seed Your Future initiative for its efforts to create awareness of horticulture and careers in horticulture.

Read More
Tom-Demaline-Willoway-Nurseries-feature

March 1, 2018

7 Ways You Can Control Your Business Destiny With Lawma…

As business owners and industry leaders, your job description should include being active and engaged in our political system.

Read More
Steve Garvey, Dallas Johnson Greenhouses

February 25, 2018

How Two Leading Greenhouse Growers Are Committed to Qua…

Greenhouse Grower recently asked its two most recent Head Grower Excellence in Quality award winners about the steps they take to improve plant quality. Here’s what they had to say.

Read More
employee-reviewing-shipping-list

February 21, 2018

Four Ways to Get Your Staff to Care About Quality

It can be a challenge to convince your employees to care as much as you do about your business and the quality of products you are providing. Here are four suggestions for making this happen.

Read More
Company-Culture-at-AgBiome

January 22, 2018

Four Ways to Attract Employees With a New Approach to C…

AgBiome is a participative, self-managed organization where no one has a boss. Instead, employees self-assemble as teams around organizational issues that need to be tackled, and internal experts help drive important decisions.

Read More
CareerUp

December 27, 2017

How CareerUp Helps Young Professionals Level-Up

The mission of CareerUp is to equip young professionals with the skills to maximize their career potential.

Read More
Nathan-Nordstedt-in-the-Greenhouse-feature

December 26, 2017

Richard T. Meister Scholarship Winner Encourages Indust…

This year’s scholarship winner says young people need experiences that challenge them and allow for creativity and innovation.

Read More
GROW

December 21, 2017

Greenhouse Grower’s GROW Initiative: How You Made…

To create a competitive advantage, you must consistently experiment with and learn from new ideas. Greenhouse Grower’s GROW initiative provides you with cutting-edge ideas and actionable advice that results in greater profits in everyone’s pocket.

Read More

December 15, 2017

Your AFE Donations Will Be Matched Between Now and the …

Between now and December 1, any donations made to the American Floral Endowment will be matched up to $20,000.

Read More
HortScholars

December 8, 2017

HortScholars Program Now Accepting Applications for 201…

Do you know any college students currently in a horticulture-related program? This unique program gives them a chance to connect with industry leaders and make new connections at Cultivate.

Read More
GROW-Summit-2017-Group-Photo

December 5, 2017

GROW Summit 2017 Tackles Marketing and Business Managem…

This year’s think-tank style event brought together leaders from across the green industry to deliberate on topics such as disruptive marketing, cost accounting, and Millennials, to name a few.

Read More
Photo-with-Endless-Summer-Hydrangea

November 27, 2017

Why It’s Important to Get to Know Consumers at th…

One way to learn about consumer behavior is to get boots on the ground and engage with them.

Read More
Seed-Your-Future-feature

November 9, 2017

Dümmen Orange Throws Support Behind Seed Your Future In…

Dümmen Orange has announced it will pledge $450,000 over the next three years to Seed Your Future, the non-profit organization whose mission is to promote horticulture in the U.S. and inspire people to pursue careers working with plants.

Read More

November 1, 2017

Thanks to the 2018 GROW Sponsors

There are a number of industry organizations that help make Greenhouse Grower’s GROW Initiative a success.

Read More
Marshall Dirks, Proven Winners

October 28, 2017

5 Rules for Creating a Lifetime of Outdoor Garden Memor…

Many customers are time starved. Their most important asset is time, not money, so be realistic about the investment of both when they are buying plants.

Read More