The SHIFT is On
Last month at Cultivate’15, AmericanHort, along with its research affiliate the Horticultural Research Institute, (HRI) debuted SHIFT: An AmericanHort initiative.
The initiative is “taking a hard look at what the future of our industry holds.”
The goal of SHIFT is to encourage “the horticulture industry to shift the way business is done, consider new ways of interacting with customers, and to rethink how to approach future challenges.”
AmericanHort, HRI and researchers in the MindMarket program of the Columbus College of Art & Design are looking into how and why consumers, retail, the supply chain and the entire horticulture industry are changing.
At Cultivate’15, attendees got their first introduction to what SHIFT is all about and what kind of potential it offers to growers and garden centers. It was an impressive display.
And this is just the beginning. In the coming months and years, SHIFT research will provide new insights and recommendations including training pieces for employees, webinars, educational sessions at various AmericanHort events, content in industry and association publications, and marketing and communication strategies.
The SHIFT is on! Check out this video to get a better idea of what it is all about.
And if you would like to learn more about SHIFT, go to AmericanHort.org/SHIFT.
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