Reader Reaction: Working Together Key To Capturing Next Consumers

Tara Herrera, president of Herrera Horticultural Consulting, responds to OFA President Danny Takao’s letter about why waiting for young people to become our industry’s next group of consumers is the wrong approach. Herrera also offers two suggestions for capturing the next group.

I am writing in response to Danny Takao’s response to Kevin Yanik’s commentary. There are two things here upon which I wish to comment.

First, I totally agree. We need to capture people as young as we can and tap into two separate trends:

1. “Do it yourself” for home gardening with fruits and veggies – but make it easy for folks to do it; and
2. "Do it for me" because I don’t have the time or the energy to do it myself.

 
If something is perceived as difficult to do, people will not do it.  Especially the younger generation. They aren’t going to change as they get older. Let’s catch them now!
 
The second thing is this: We as an industry have got to stop the in-fighting (especially here in California) and speak with one voice; to our direct customers – those we wish to gain as customers (the public); to our legislators; and to our suppliers.

The idea of a comprehensive website to educate the gardening public is great. We need it! We need an app for that! But we will never get there until we realize the need to work together as growers.

We have to get everyone to buy in and show growers what the benefits would be to this approach. California has been very cut throat these last 10 years, and we are all seeing the results. This recession just sped things along, but it would have happened anyway.

Being the last one standing is great until you realize you are the only one holding the bag! There is room for all of us, because no single grower can be everything to everyone.

I work in the area of production cost analysis and planning, and I can tell you that that model just doesn’t work. Finding a niche and doing it well will be critical. We need to be leading the discussion – not reacting to it. Until we all decide we are better off when all of us are strong, we will be playing catch up and wasting time, money and energy that could be focused on wooing our end customers.

Leave a Reply

More From Marketing...
Petal-it-Forward

October 3, 2017

October 11 is Your Chance to Petal it Forward

The Society of American Florists’ “Petal it Forward” campaign returns in 2017. Learn how you can participate in this day of spreading kindness through flowers.

Read More
Micandy Gardens Team

September 17, 2017

4 Ways Micandy Gardens Greenhouses Reaches Out to Millennials

Micandy leverages social media to get the word out about its products and spread the word about how flowers can make a difference in people’s lives.

Read More
Costa Farms Exotic Angel Idea Book

September 12, 2017

Costa Farms’ New Lookbook Offers Consumers Ideas on Best Plants for the Home

The new “Bring Your Home to Life” lookbook is a curated collection of more than 300 unique plant varieties best suited to grow in homes and offices.

Read More
Latest Stories
Petal-it-Forward

October 3, 2017

October 11 is Your Chance to Petal it Forward

The Society of American Florists’ “Petal it Forward” campaign returns in 2017. Learn how you can participate in this day of spreading kindness through flowers.

Read More
Micandy Gardens Team

September 17, 2017

4 Ways Micandy Gardens Greenhouses Reaches Out to Mill…

Micandy leverages social media to get the word out about its products and spread the word about how flowers can make a difference in people’s lives.

Read More
Costa Farms Exotic Angel Idea Book

September 12, 2017

Costa Farms’ New Lookbook Offers Consumers Ideas on Bes…

The new “Bring Your Home to Life” lookbook is a curated collection of more than 300 unique plant varieties best suited to grow in homes and offices.

Read More
Certified American Grown Flowers

September 5, 2017

Certified American Grown Flowers Names New Third-Party …

The organization’s new partnership with Where Food Comes From Inc., an agriculture-focused certification company with more than 20 years of experience, will be launched via video conference on September 14.

Read More
Container Gardening

September 5, 2017

14 Consumer Gardening Trends That Have Stood the Test o…

In early September, the Garden Media Group will unveil its 2018 Garden Trends report. To whet your appetite, here’s a look back at several trends that remain relevant today.

Read More

August 29, 2017

Know Your Grower: New Platform Brings Consumer Transpar…

The new Follow Your Flower or Plant vignette from MPS allows consumers to learn all about the producers of the plants and flowers they see at retail, and how sustainably their products are grown.

Read More
green-plan-it-gardening-outdoor-nature-explore-classroom

August 29, 2017

First-Of-Its-Kind Federal Grant Designed to Stimulate C…

The National Initiative for Consumer Horticulture has received a USDA grant to help develop strategies and tactics to grow the practice of gardening 20% by 2025.

Read More
Luxfloraflowerrun17

July 20, 2017

Luxflora Attracted Even More Participation to its Secon…

More than 170 runners kicked off Cultivate'16 on Sunday, July 16, with Luxflora's second annual 5k race. It was a great way to start the week, participants said.

Read More
National Garden Bureau 2018 Year of the Calibrachoa

July 15, 2017

National Garden Bureau Announces Featured Plants for it…

Plant classes recognized include bulb crops (tulip), annuals (calibrachoa), vegetables/edibles (beet), and perennials (coreopsis).

Read More
cut flower arrangement

July 5, 2017

Congress Designates July as American Grown Flowers Mont…

Last week, Congressman Salud Carbajal (CA-24) introduced a bipartisan resolution designating July as “American Grown Flowers Month.” Co-sponsored by Rep. Jamie Herrera Beutler (WA-03), Rep. Jimmy Panetta (CA-20), Rep. Duncan Hunter (CA-50), Rep. Chellie Pingree (ME-01), Rep. Don Young (AK-1), Rep. Jared Huffman (CA-02), and Rep. Darrell Issa (CA-49), House Resolution 413 declares July as the month to celebrate the economic and cultural impact of America’s cut flower and greens farmers and demonstrate Congress’ commitment to support America’s flower farming families. Congressman Carbajal spoke from the House Floor, introducing the legislation and encouraging fellow members of Congress to support American Grown Flowers Month. “I have seen firsthand the value the grown flower industry adds to our economy and communities during my visits with our Central Coast growers,” said Rep. Carbajal. “California produces three quarters of all cut flowers grown in the United States. I am committed to recognizing their contribution […]

Read More
PlantHaven Team 2017

July 2, 2017

PlantHaven Wins Medal of Excellence Award for Marketing

After 20 years of making the world a more vibrant, colorful place, PlantHaven wins Greenhouse Grower’s Medal of Excellence Award for Marketing for its groundbreaking ability to connect breeders, growers, and consumers through personable advertising campaigns.

Read More

June 1, 2017

Reimagining a Brand: How Did We Do With Greenhouse Grow…

Changing the design and content strategy of a brand isn't easy, but we think the new Greenhouse Grower will help carry our innovative industry forward and allow us to better serve your information needs.

Read More
NICH Plants Do That infographic feature

April 11, 2017

New Infographic Highlights Economic Impact of Plants

A new report from the National Institute for Consumer Horticulture shows how horticulture positively affects people’s lives wherever they live, work, shop, and play.

Read More
National Garden Bureau New Website

March 22, 2017

National Garden Bureau’s New Website Features Mobile-Fr…

The new site is designed to serve as a home base to drive traffic from NGB’s social media community to one central location.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Prom…

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More
Savor New Website

February 16, 2017

Pleasant View Launches Updated Website for its Savor Ed…

The site is designed to offer a friendly and informative vehicle that delivers product information in an easy-to-navigate format.

Read More

January 24, 2017

Beekenkamp Plants B.V. to Take Over Marketing Sunny Ost…

Beekenkamp Plants B.V. will take over Sunny Holland B.V.'s marketing activities as of July 1, 2017, and begin offering Sunny Osteospermum to the supply chain.

Read More
gg-january-2017-cover-arizonaeast-feature

January 5, 2017

Why ArizonaEast Is Expanding Its Succulent Production T…

In Greenhouse Grower's January cover story, learn how Brian and Joe Vitale of ArizonaEast saw a chance to expand and diversify their New Jersey-based succulent operation, and why they jumped at the opportunity.

Read More