How Long Will the Plant-Buying Consumer Spree Continue?
GROW Executive Series Digital Event
Wednesday, May 25, 2PM EST
Floral sales in 2020 were up as more people turned to gardening to beautify their homes and yards and mitigate the stresses caused by a worldwide pandemic. Two years later, as the world begins to emerge on the other side of the pandemic and inflationary pressures increase, the question on everyone’s mind is whether people will continue to buy plants.
Join our expert panel as they discuss this question and share their perspectives on the following:
What the consumer threshold will be, before they decide to reduce their plant purchases
Changes in consumer behavior resulting from the pandemic. What will stick, and what will not?
How to retain new and returning consumers for the long-term
Major consumer trends expected in the coming year and beyond
Dr. Bridget Behe
Professor of Horticultural Marketing, Michigan State University
Dr. Bridget Behe is a Professor of Horticultural Marketing at Michigan State University. She teaches courses on marketing and management for horticulture majors. Bridget has conducted more than 100 consumer and market research projects on horticultural products, both edible and ornamental. She has written more than 500 publications in the trade press and peer-reviewed journals. She joined Michigan State’s faculty in August of 1997 after serving on the faculty at Auburn University (Alabama) for eight years.
Behe earned degrees from Penn State University (Ph.D. Horticulture, B.S. Horticulture, B.S. Agricultural Education) and The Ohio State University (M.S. Horticulture). Each year, she speaks to professionals and industry groups nationally and internationally. She writes articles for trade magazines to share the findings of her consumer research studies. She was co-chair of the AmericanHort (formerly OFA) Garden Center Committee for several years and now serves on their Retail Connector Committee. Launched in 2018, Bridget produces a free weekly (10-15 minute) podcast called “Marketing Munchies.”
Dr. Alicia Rihn
Assistant Professor of Specialty Crops Marketing, University of Tennessee
Dr. Alicia Rihn is an Assistant Professor of Specialty Crops Marketing in the Department of Agricultural and Resource Economics at the University of Tennessee. She joined the University of Tennessee in July 2020 after serving as a research associate and post-doc at the University of Florida’s Mid-Florida Research and Education Center in Apopka, FL. Rihn earned her degrees from the University of Minnesota (Ph.D. Horticulture Marketing; M.S. Horticulture Marketing) and the University of Wisconsin – River Falls (B.S. Professional Horticulture). At Tennessee, Rihn’s position is split between research and Extension with a focus on consumer behavior and valuation, niche marketing, value-added opportunities, and market feasibility of various specialty crops with an emphasis on horticultural crops. Her previous work has addressed generational differences for cut flower preferences, pollinator friendly labeling, state promotional programs, sustainable landscaping, and green industry marketing trends. Moving forward, her research and Extension endeavors will focus on addressing questions related to the interface between consumers and specialty crop growers to improve communication, expand markets, and increase product value and profits.
Abe Van Wingerden
Co-CEO, Metrolina Greenhouses
Abe VanWingerden is Co-CEO of Metrolina Greenhouses. Abe received his MBA from Emory University in Atlanta, GA in 1993, and his B.A. in Business and Political Science from St. Andrews College in 1991. Previous to Metrolina, Abe worked for Procter and Gamble in a number of marketing and management roles over 8 years from 1993 to 2001 including assignments in Troy, MI, Cincinnati, OH, and Bentonville, Arkansas. Abe rejoined Metrolina Greenhouses in 2001 and became Co-CEO in 2007. Abe has served on various boards including St. Andrews College, the International Association of Horticultural Producers, and other professional and philanthropic organizations.
Metrolina Greenhouses started as a small 1 acre greenhouse in 1972 in Huntersville, NC when Tom/Vickie/Art/Abe VanWingerden immigrated to the United States and is now one of the largest family-owned live goods business in the country supplying 1,400 retail outlets with multiple divisions including Metrolina Greenhouses where automation and innovation drive the business model.
Metrolina’s team consists of over 1,500 employees. Metrolina has 2 main locations – 180 acres of heated indoor space in Huntersville, NC, and 220 acres of outdoor space in York, SC as well as an integrated network of 58 other growers to help source product.
They also lead the industry with their sustainable practices including plastic recycling, water reclamation, and bio-mass heating systems.
Dr. Melinda Knuth
Assistant Professor, Horticultural Science, North Carolina State University
Dr. Melinda J. Knuth is Assistant Professor, Horticultural Science at North Carolina State University. Her research area focuses on consumer and market research experience by focusing on the interface between people and plants, helping the horticulture industry understand consumer preferences, perceptions, and motivations. Historically, Dr. Knuth has evaluated trade flows of horticulture products in the U.S., assessed the supply chain in the cut flower industry, investigated profit margins in substituting species in floral arrangements, and estimated consumer acceptance of retail messaging.
Knuth teaches Greenhouse Management, Floriculture Production, Floral Design, and Horticulture Marketing. She received her PhD from Texas A&M University in Horticultural Science with a certificate in Applied Statistics. From there, she was a postdoctoral research associate at University of Florida in the Food & Resource Economics Department. Knuth is a member of AFE’s Young Professionals Council and a 2017 AmericanHort Scholar.