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 Finance/Operations...
Biocontrols in a Greenhouse

May 22, 2018

Register Now for Award-Winning Online Greenhouse Growing Courses

Learn about production cost and profit, as well as the basic behind plant science, via two online classes being offered by the University of Florida.

Read More
Westerlay-Orchids-School-Donation

May 19, 2018

Westerlay Orchids Shows Its Support for Local Schools

Proceeds from all sales the company made during the Carpinteria Greenhouse and Nursery Tour will be donated to fund STEAM (Science, Technology, Engineering, Art, and Math) programs.

Read More

May 18, 2018

Five Education Tracks Set for IGC Show

The event will feature topics such as online sales, store renovations, and more.

Read More
Latest Stories
Biocontrols in a Greenhouse

May 22, 2018

Register Now for Award-Winning Online Greenhouse Growin…

Learn about production cost and profit, as well as the basic behind plant science, via two online classes being offered by the University of Florida.

Read More
Lean-Event-at-Smith-Gardens-feature

May 3, 2018

How Companies Can Work Together to Solve Problems and B…

Pacific Northwest Lean consortiums show what growers can achieve when they work together to solve problems and improve labor efficiencies.

Read More
Greenhouse-Space-Tracking

April 27, 2018

Five Keys to Accurate Greenhouse Production Costing

There are several steps you can take to make sure you understand the true costs of running your business.

Read More

April 26, 2018

ForwardGro Advances Medical Cannabis in Maryland With F…

Building on roots in agriculture, this new medical cannabis facility continues to implement process improvement to provide quality medical-grade product for the patients who need it.

Read More

January 31, 2018

Online Education Empowers Employees to Succeed

See how UF/IFAS online certificate courses helped employees at Costa Farms get ahead with their jobs.

Read More
Money-feature

January 25, 2018

Why It’s Critical to Understand Your Real Costs o…

It’s time to stop guessing and start calculating when it comes to finding out what your real cost of production is, and pricing products accordingly.\

Read More
Tax-Money

January 23, 2018

Learn How the New Tax Law Will Affect Your Greenhouse B…

AmericanHort will co-host a free “Comprehending the New Tax Law: webinar on Wednesday, Jan. 31, with K-Coe Isom, a national tax consulting leader.

Read More

January 15, 2018

Missouri Greenhouse Grower John Tomasovic Dies

The patriarch of Tomasovic Greenhouses & Nursery, Inc. in Des Peres, MO, was a legend in the plant industry, and widely involved in many associations.

Read More

January 15, 2018

Perennials Icon Louis Stacy Dies

The founder of the former Stacy's Greenhouses in York, SC, passed away on Wednesday, January 10, 2018.

Read More
Charlie Hall Feature Image

January 9, 2018

AmericanHort Launches New Video Series on Profit Margin…

This week, AmericanHort is kicking off a four-part video series that offers perspectives on managing profit margins from AmericanHort’s Chief Economist, Dr. Charlie Hall.

Read More
Tax-Money

January 9, 2018

What You Need to Know About the New Tax Bill

The United Fresh Produce Association, which represents the needs and interests of fruit and vegetable growers, recently updated its members on how the recent passage of the Tax Cuts and Jobs Act might affect their businesses. Many of the insights provided by United Fresh also apply to greenhouse growers and nurseries.

Read More
Doug Cole, Owner of D.S. Cole Growers

January 4, 2018

D.S. Cole Growers Blazes Its Own Path to Growth

Known for its commitment to sustainability and innovation, this grower is one of the pioneering trailblazers changing the way horticulture does business.

Read More

December 31, 2017

Ag Exemption for New Trucking Regulation Still Under Re…

The Federal Motor Carrier Safety Administration’s trucking electronic logging device mandate, which took effect on December 18, includes an Hours of Service exemption that may or may not apply to greenhouses and nurseries.

Read More
Tillandsia Air Plants (Plantiflor)

December 15, 2017

Bonsall Nursery Devastated By California Wildfire

Rainforest Flora lost its main greenhouses and outdoor growing property in the Lilac Fire in San Diego.

Read More

December 9, 2017

Southern California Wildfires Narrowly Miss Most Grower…

Here’s an update on horticulture businesses in the areas affected by the California wildfires.

Read More

December 5, 2017

Skagit Horticulture Builds New, Inclusive Business With…

By merging two large-scale producers, Skagit Gardens and Northwest Horticulture, the new company has realized its strengths through focused divisions that emphasize efficiency and success.

Read More

December 4, 2017

Raker-Roberta’s Young Plants Debuts as Roberta’s Finali…

On December 1, Eric Wallien of Roberta’s Inc. in Waldron, IN, officially purchased C. Raker & Sons in Litchfield, MI. The new identity of the company is now Raker-Roberta’s Young Plants, according to a Dec. 1 letter to Raker’s customers, suppliers, and business partners from Vice President Susie Raker-Zimmerman. “There have been minimal changes in management and we will be providing the same products and services on which we have built our reputation in the industry,” Raker-Zimmerman said in the letter, which also announced the name change and new logo. The sale of C. Raker & Sons was announced in September . A series of events affecting Raker’s financial situation caused the need for the operation to find an alternate solution. Roberta’s had been a customer of Raker’s since 2011, and the fourth generation, family owned grower-retailer was a fan of Raker’s commitment to quality. The agreement to purchase C. […]

Read More

October 10, 2017

Sharpen Your Skills in Cost Management and Profitabilit…

The University of Florida is offering a new online course on costing and profitability. The course will take growers through the process of how to accurately evaluate cost of production, labor efficiency, pricing, and equipment investment decisions.

Read More