The Future of Floriculture: Mature, But Primed for Growth
December 31, 2023 Is floriculture a “mature” industry? I ask this question because it’s come up at some greenhouse technology conferences I’ve attended. These meetings were largely focused on the controlled-environment agriculture (CEA) space, and I can recall two instances of speakers referring to the floriculture market as mature.
I have mixed feelings about this. Prior to the COVID-19 pandemic, I would suggest that the industry was indeed mature. While outside investment dollars were pouring into the CEA market, ornamental growers were largely driven by the need to improve labor and crop production efficiency.
But fast forward a few years, and I would put it another way: the floriculture industry is still mature, but is also primed for growth. There’s been such an immense wave of new consumers gained during the pandemic, and their demographics and needs are so diverse that there are endless options of plants that appeal to them.
And growers are responding: our most recent Top 100 Growers survey responses reflect the potential for rapid expansion in production. Growers are indeed putting the income gained since 2020 to good use.
I’ve been in this industry for about 10 years (more on that below), and I’ve seen so much change during that time. Highlighting these changes, from biocontrols to breeding, was one of our goals in putting together our special January issue, which should be hitting mailboxes soon. We had so many great conversations with people from across the industry, and the underlying theme was one of excitement, especially with newcomers emerging from within the industry and outside of it.
Dr. Melinda Knuth, a rising star in research at North Carolina State University, may have put it best when she told me “This is our opportunity as an industry to not just keep the consumers we already have. If we can keep this next wave of consumers introduced to us during the pandemic, that’s a whole new generation of people who are going to buy our products, which is so exciting to me.”
The one question we asked everyone as we put the issue together was “What excites you the most about the future of floriculture?” Here are my thoughts:
- The technology: I think we’re just at the tip of the iceberg when it comes to innovation, and it’s going to completely change how you run your greenhouse, and your business, in the next few years.
- The consumer: Aside from the numbers, I’m excited about the diverse ways we can and will be able to engage them. The adage “The customer is always right” still holds true, but now it’s easier to address their needs.
- The people: This is what excites me about the future most of all. As I said, I’ve worked on Greenhouse Grower for 10 years, and have gotten to know so many great people already. In my new role as lead editor for the brand, I want to continue these conversations. If you’re a grower, I want to hear about your most pressing challenges and your greatest success stories. If you’re in research, I want to hear about what you’re working on, and how it will benefit the industry. If you’re a supplier, I want to hear not just about your latest and greatest innovations, but also how you’re responding to the needs of your customers.
Yes, the future is bright for floriculture, and we want to keep telling that great story!
Thoughts From Greenhouse Grower’s Team From the Past
Once someone joins the floriculture industry, it’s easy to fall in love with it. Team members may switch jobs and pursue new opportunities, but as The Eagles sing in their hit song “Hotel California,” “You can check out any time you like, but you can never leave.” Here, past editors of Greenhouse Grower share their thoughts on the future of floriculture.
Delilah Onofrey, Marketing Director for Suntory Flowers
“In addition to the large growers and retailers becoming more consumer centric, smaller growers and retailers can use technology to participate in effective direct-to-consumer promotions. I love that now when a consumer asks for a specific variety, I can send a link to a local source or a mail-order source. Online fulfillment is getting better and better, whether it’s mail-order or pick-up in store. We have an opportunity to always be top of mind through social media, e-blasts, and texts.”
Laura Drotleff, Manager of Marketing Communications for Metrolina Greenhouses
“With the continued enthusiasm for and interest in plants and flowers, and the values of Generation Z focused on sustainability and hands-on, rewarding careers that make a difference in our world, I’m confident that the horticulture industry will continue to evolve and thrive, with a bright future ahead of us.”
Janeen Wright, Senior Communications Specialist, Marketing for Prospiant
“What excites me about the future of floriculture lies in its ever-changing nature. Every new idea, technological leap, happening — good or bad, and each improvement or breakthrough in breeding, alters the trajectory. As long as we keep progressing, floriculture will always have a future worth discussing.”
Richard Jones, Vice President, Content and Client Engagement for DunhamTrimmer
“Greenhouse growers have always been among the most technologically adventurous segments of agriculture. The greenhouse has always been the first place to go to see growers experimenting with computers, automation, robotics, and even the area where I spend my time these days — biological technologies for crop protection and plant health. These tools are the present and certainly the future. I can’t wait to see where you take them next.”
Subscribe to eNewsletter
