October 2015

Celebrating the Past, Present and the Future By Jasmina Dolce

I began my horticulture career in the early 80s at a time when we were just beginning to use computers to manage our businesses, fax machines were still intimidating to some of the smaller growers and automation was something we had to travel to Europe to see. Like so many processes in the world today, it didn’t take long for the United States to get on board with mechanization.

Today, we see robots moving entire blocks of plants, and a single person managing 3-5 acres of greenhouse area because of the systems that are in place. We are producing more uniform crops, we’re managing our companies with more precision and, despite our fears of being the last generation to engage in horticulture, we see brilliant young minds, male and female, taking leadership roles in an industry that used to be run by middle-aged men or older.

One of the most exciting developments I’ve witnessed in the past 10-15 years has been to watch the power advertising has had in driving new products to market. With the initiative from companies like Bailey Nurseries and their Endless Summer line and Star Roses & Plants with Knock Out, we’ve gotten more in touch with the end consumer, their buying habits and how to better accommodate them.

At Plants Nouveau, we see a changing consumer and seek out growers who are paying more attention to their needs, growers who offer more retail-ready plant material and less with a warehouse mentality. Today’s consumer appreciates products grown more like gift plants: in bloom, in clean pots for that spontaneous purchase.

Our fast-paced world has taught us to expect to be able to find whatever it is we’re looking for, and fast. So, if it’s not on the shelf at the local garden center, online shoppers make the purchase elsewhere. In our view, this will open up new possibilities for online stores, where good quality plants are sourced from the best growers for quick turnaround. The world of horticulture continues to be an exciting field to play in!
— Linda Guy, co-owner, Plants Nouveau

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Wow, 25 years ago, I was just starting to work with this newcomer to the mainstream industry called herbaceous perennials — those weeds that we were putting in pots! And, they didn’t like the pots! There have been a lot of changes in horticulture over the last 25 years, but in a way changes in perennial production and marketing seem to exemplify a lot of those changes. Perennials have received more attention in production research, and from breeders and plant selectors, to develop high-quality, profitable, new plant materials.

Just like our new perennials, our industry is more “cultured” now, less unruly and more focused on marketing and meeting customer requirements. We’ve accomplished that in much the same ways. We have devoted time and effort to developing talent in our industry. Programs that recognize our young leaders, like the GPN’s recent “40 Under 40” or the Perennial Plant Association’s “Young Professional Award,” are excellent in encouraging and developing the next generation of our industry leaders. Over the last several years, Cultivate (OFA Short Course) has provided multiple networking opportunities for these young leaders.

What about the next 25 years? I think we will see these current “young” professionals develop the same love and respect for this industry that us old-timers have now, but with more of a focus on sharing the “experience” of our industry. They bring that broader perspective to the industry, especially to the social marketing of the benefits and features of our industry. I think horticulture has a very bright future because we have some very bright young leaders to carry it forward for the next 25 years.
— Joyce Latimer, professor and extension specialist for greenhouse crops, Department of Horticulture, Virginia Tech

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What I see now and in the future is a necessity for change and adaptability. Change doesn’t always have to be dramatic, but what “has always worked” isn’t going to cut it anymore. The shift in generations is beginning to take place and with it is a different way of thinking. There will be an emphasis on more than just competing on price alone. Things like nurturing company culture and building customer relationships will take more precedence. In the future, technology and efficiency will play a bigger role to “work smarter, not just harder” and to maximize all facets of a business. Niche markets and specialty growing will have more consideration and companies will look to diversify for yearround sales.
— Lisa Takao, director of operations, Takao Nursery

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If you think back 25 years ago, the Berlin Wall had just fallen, the first version of Microsoft Office had just been released and websites were virtually non-existent. Much has changed as well for the floral industry during the same time period. New channels emerged with the entry of supermarkets, and big boxes becoming major players in the retail space. Improvements in communication, transportation and technology fueled the rapid expansion of global production and supply. The emergence of the Internet brought transformational change to every business in every industry.

Looking ahead, there will be a greater call to action for transparency in the area of social and environmental responsibility. The conservation of water at both the commercial and individual level may become a critical driver of both what is produced and ultimately purchased by the consumer. Research on pest and disease mitigation as well as on new varieties will become more important than ever. Global production and consumption will continue to expand which ultimately will be good for all of horticulture.
— Peter Moran, CEO, Society of American Florists

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Boxed LTLs, florists, grocers, momand- pop garden centers and big box brokers pushed the foliage industry in the early 1980s. The plants were individually loaded and off-loaded for full mixed loads. They were double/triple stacked with 6 inches nested in between. Spathiphyllum, ficus, philodendron, dracaena, dieffenbachia, palms and fern were huge sellers with profitable prices just the way they were! All product sold and shipped in grower pots were cleaned, shined and sleeved. The times were exciting and wide open for opportunities to grow. Keeping production up to demand was challenging. Gift items, loading efficiencies and operational changes came fast as a means to better our growth and service to the customers. The end consumer was easily satisfied by good quality, pricing and size. In return, it was a fun, fast and furious time responding with growth and expansion of varieties. Satisfying the buyers and making a profitable living seemed easier then.

Twenty-five years from now I see our industry selling to a consumer who we have educated much more and who understands the many benefits of plants and the important role plants play in our daily lives. Within the next 25 years it is our vision that consumers will invest in houseplants for their well-being as they do today in vitamins and a healthy lifestyle. Plants will become a necessity; with smaller varieties being introduced into the market and overpopulation taking hold. Twenty-five years from now houseplants will revolutionize the way we decorate small spaces. In a “Jetson’s” world, 25 years from now (or sooner) plants may even be able to produce solarpowered energy in our homes by providing energy to our computers, TVs, etc. Varieties that pass the test of time will be the favorites and new varieties that prove to be more durable will become a staple in every home and our vision statement “to have a living plant in every home in America with the intention of continuously growing the value of Delray Plants and contributing to the quality of life for the people and the communities we serve” will ring true.
— Randy Gilde, owner, Delray Plants

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I am a fourth generation horticulturalist. My great-grandfather immigrated to the United States from the Netherlands, purchased a piece of land in Montague, Michigan, and began growing vegetables for sale. In his 20s, working full time on the muck farm, he decided to build a glass greenhouse to try and grow bedding plants for sale. His early success gave him confidence about a future in flowers. Early in his career he asked the Hughes family, who made Masterfloat bobbers, if they could make a plastic stick tag for bedding flats to replace wooden stakes identifying the plants at that time. MasterTag was born!

My dad grew up in those greenhouses, attended DuPage Hort School and made horticulture his career as well. From the time I was 10 years old, I knew that I wanted to be in this industry too. I spent much of my adolescence working in the family business and knew that Michigan State University’s (MSU’s) horticulture program was where I wanted to be.

Nowadays I am involved in the young plant liner and seed plug side of the industry, a segment that has changed dramatically as well. Growing up, I recall my dad placing seeds in open bottom flats and watching people dig those out bare root individually and plant them into the flats, and I remember the first seeder that was purchased and the first plugs that were grown.

Though we now take seed plugs for granted, it wasn’t that long ago that our industry separated bare root plants. On the vegetative cutting side of the business, I had the good fortune of doing an internship at Four Star Greenhouse before my senior year at MSU during the summer of 1990. Proven Winners was in the early development phases that summer and I saw lots of new plants that they were trying to start from cuttings — a foreign concept to me! Now at Mast Young Plants, we sort through thousands of different vegetative varieties each year, choosing the varieties for our young plant catalog.

Where is our industry going? Technology will certainly continue to advance and impact our industry. At Mast Young Plants, we currently stick all of our vegetative cuttings by hand. I have seen machines already in use that can stick cuttings automatically, and I fully expect this technology to advance and, like seeders and transplanters, become mainstream.

Computers will continue to play a critical role in managing greenhouse environments and operations. Growing up, I recall that family outings and vacations were limited because my dad always had to be around to close the vents when the sun went down. Today, computers completely control the greenhouse environment and each software release brings new levels of sophistication to these capabilities, while mobile technology provides a convenient platform from which to manage it. Also, in the young plant business all trays are UPC barcoded and currently scanned with a hand scanner. New technology exists that takes hundreds of photos per second of that label, and the computer reads the barcode from those pictures. These automated scanners ensure a greater degree of accuracy and a higher successful scan rate than do the old red laser beam scanners, where even a leaf in front of the barcode could interfere with proper tracking.

I also see the growth of sustainability initiatives. Mast Young Plants has dramatically reduced the amount of direct dumpster waste simply by being conscious of it. With the combined efforts of the entire team, it is amazing how much can be recycled. This emphasis on sustainability appears likely to be embraced by both customers and employees alike. So far I have enjoyed my journey in this industry and am excited to see what the future holds!
— Brian Weesies, general manager, Mast Young Plants

Stay tuned next month as we continue the celebration, and include additional industry commentary.