Remembering Joe Howland

By Greenhouse Grower staff|July 7, 2010

One of the pioneers in the evolution of U.S. floriculture passed away in July. Joe Howland had a love of flowers and gardens, and a flair for teaching, writing and promotion that led him to many leadership positions in his lifetime.

He graduated with a B.S. in agriculture from Rhode Island State College in 1940, and he received his Masters of Science in horticulture from Michigan State College in 1942. He earned a Ph.D. in greenhouse crops and marketing from Cornell in 1945.

Howland’s varied career path included jobs with O.M. Scott and Geo. J. Ball as president of PanAmerican Seed. He was also an editor with “House Beautiful” and “Better Homes and Gardens” and later wrote monthly columns for the floricultural press.

Howland had an inquiring mind with strong ideas and enjoyed starting discussions. He often raised provocative points like why let fragrance lose out to eye appeal.

Howland had a joint appointment at the University of Nevada in journalism and horticulture in 1984, working on advertising and horticulture marketing research. He was awarded Emeritus professor of horticulture and journalism in 1992, and he spent the last years of his life traveling to flower centers around the world studying marketing systems.