September 23, 2015
Cultivate’15 Session Reveals How To Attract Young Growers, And Keep Them
A dynamic discussion during Cultivate’15 between growers, horticulture professors and both current students and recent graduates, provided some insight on how grower operations can attract the next generation of growers, and what’s important to make them stay once you hire them. The session, “Attracting the Next Generation of Industry Professionals,” featured a panel including Dr. Peg McMahon of The Ohio State University’s Horticulture and Crop Science Department, Dr. Marvin Miller of Ball Horticultural Co., Dr. Brian Jackson from North Carolina State University’s Department of Horticulture, Lloyd Traven of Peace Tree Farm, Douglas Schuster of Kingwood Center and Courtney Crawford of Millcreek Gardens. The preface for the session is something many industry professionals have lamented for years now — enrollment in college horticulture programs is dropping, and university programs are losing funds or disappearing. Much of this may be attributed to the perception among potential students and their parents that horticulture means […]
October 6, 2015
Generation Y’s Reluctance To Garden Linked To Fear Of Failure
The Rookie Gardener is easily spotted at a garden center by her nervous and unsure energy that’s as glaring as a scarlet letter, or by his exuberant, self-assured confidence that is only otherwise seen at a college fraternity party. They are our industry’s enigma, our Kryptonite, the treasure chest we cannot open. The Rookie Gardener’s reluctance to garden isn’t from our industry’s lack of targeted marketing or encouragement but from Millennials’ Fear of Failure (FOF). It is obvious that failure is a part of life, but we as a generation have been programmed to not expect or accept failure. Since early childhood, we were encouraged to always win, to do our absolute best at school every day, to beat the competition. “Focused on getting the grades or winning the game, these children have internalized the pressure, (which) paralyzes kids in their ability to take risks,” writes Holly Korbey in an […]
July 28, 2014
How Gen X & Y Horticulturists Will Change The Industry [Opinion]
Seek out young professionals in the industry and in your operation to develop new ways to do business, improve communication and address consumers. How have you cultivated ideas from younger generations?
May 2, 2014
Students At The University Of California, Davis, Are Eager To Learn About And Buy Flowers
Heiner Lieth designed the "Flower Power: The Application of the Art and Science of the Beauty and Perfection of Flowers" course at University of California, Davis, to teach college students how to use flowers to their advantage. Now a wildly popular course with more than 350 students, Lieth shares what he has learned from his students in "Flower Power."
December 6, 2013
Consumer Culture And Lifestyle Demographics To Watch, According To Young Industry Leaders
Certain demographics could really impact the floriculture industry if we market to them effectively.
December 6, 2013
Marketing To Generation Z: Young Industry Leaders Share Their Ideas
Generation Z, the age group beyond Generation Y, is said to be kids born between 1995 and 2009. Check out what our young leaders' position on how our industry can appeal to kids now to build interest and awareness in our products.
December 3, 2013
Young Leaders Panel Discusses The Reinvented Gardener
Find out what the industry's young leaders think about how gardeners will evolve over the next 30 years.
December 2, 2013
Young Industry Leaders Speak Out On The Next 30 Years
In our first-ever Greenhouse Grower Google Hangout, seven young growers and marketers from different facets of the industry discussed where the floriculture industry is headed, how we can appeal to new generations of consumers and other important demographics, and where and how we should be selling our products over the next 30 years.