ellison chair in international floriculture · jim and ellen ellison with the october 2008...

Ellison Chair in International Floriculture Advisory Committee Meeting

MINUTES

October 9, 2008

Chairholder: Charlie Hall Program Assistant: Tammy Landry Members Present: Ellen Ellison (Chair), Stan Pohmer, PJ Ellison‐Kalil, Jim Ellison (Ex‐Officio), J.Guy, Wanda Weder, Jan Couch, Eddy Edmondson (Ex‐Officio), Dianna Nordman (Ex‐Officio), Lela Kelly, Tim Davis (Ex‐Officio), Mike Williams (Vice‐Chair), Sam Cotner (Ex‐Officio), Jack Weatherford (Secretary), Richard De Los Santos (Ex‐Officio). Members Absent: Jim Prewitt, Ernesto Velez, Jack Davis, Jimmy Klepac.

Jim and Ellen Ellison with the October 2008 Distinguished Lecturer, Bob Dolibois, Executive Vice President, ANLA.

The meeting was called to order by Ellen Ellison, Chair, at 9:00 a.m. after a breakfast reception with the faculty of Horticultural Sciences.

New Advisory Committee members who were unable to attend the April meeting due to extenuating circumstances were introduced including Wanda Weder of Highland Supply and Jan Couch of Syngenta, Inc. A handout was provided in the packet with the Advisory Committee rotation schedule (also see http://ellisonchair.tamu.edu/advisory.html). Changes to Advisory Committee Bylaws Several proposed bylaws changes were discussed including:

1. Changing Section 3.1.1, number 1 to read “Ellison Family” instead of Jim and Ellen Ellison.

2. Changing Section 4.1 from “…Secretary and…” to “…Secretary who…”

3. Establishing a number for a quorum

4. Establishing regular voting procedures in the bylaws

5. Revising Section 8.1 to allow for email dissemination of proposed bylaws changes and to modify voting procedures on bylaws revisions.

Charlie Hall will develop a new draft of these bylaws revisions and distribute to the Advisory Committee for input. Report on Current Projects Charlie Hall presented his report of Chair‐related activities since April 2008 (a copy was provided in the packet). The Advisory Committee provided input regarding current projects as they were discussed and comments are noted in the attached report. Highlights from his report included:

Discussion of the grant projects currently underway including 2 from the American Floral Endowment and one from the Federal‐State Market Improvement Program

An update of the Making Cents blog readership An overview of the journal articles published since April, as well as the articles published in industry trade magazines.

A debriefing of the 2008 Southwest Growers Conference in terms of attendance and attendee evaluations. Current plans include a webinar to be scheduled in February 2009 and an assessment will be made then regarding a future face‐to‐face conference.

An update of the grant proposal to the USDA‐CREES for the Specialty Crop Research Initiative.

An update of the Introductory Employee Training Program for Greenhouse Crop Production. The Spanish translation is complete and the audio narrative is being matched with the video component.

A total of 24 presentations have been made at industry events since April. Grant dollars generated to date total $622,914.

http://ellisonchair.tamu.edu/advisory.html

Committee Rotation Given the absence of Jimmy Klepac, Chair of the Nominating Committee, Lela Kelly presented the proposed slate of officers for election and the panel of nominees for the rotating member positions. Vacant permanent seat – Motion made by PJ Ellison‐Kalil and seconded by Stan Pohmer to elect a rotating Advisory Committee member to fill the Hines Nursery permanent seat according to Bylaws Section 3.1.2. Motion passed unanimously. Mark Chamblee, Martha Trubey, Justin Marotta, and Stan Pohmer were nominated to fill three rotating positions (the Hines Nursery position aforementioned and the 2 rotating members departing). Voting members submitted written ballots and the ballots were tallied by Lela Kelly and Tammy Landry. New rotating members elected include Martha Trubey, Justin Marotta, and Stan Pohmer. Their terms will expire in 2011. Officer Election for Chair Stan Pohmer made a motion for Ellen Ellison to serve another term as Advisory Committee Chair. Jack Weatherford seconded motion. Motion passed. TDA Marketing Report Richard De Los Santos discussed the Texas Wine and Flower Pairings promotion as well as proposed projects for the Specialty Crop Block Grant funds. Financial Report Charlie Hall provided a summary of the financial situation regarding the Ellison Chair (see attached). A motion was made by Lela Kelley and seconded by Wanda Weder for the Advisory Committee to pay their meal‐related expenses that are associated with the Advisory Committee dinner in the future. P.J. Ellison moved to accept the financial report, which was seconded by Jan Couch. Motion passed. Other Business: The Ellison Chair graphic was discussed. Charlie Hall presented a PowerPoint presentation using the Turning Point technology of the different alternatives developed by the first graphic design firm. Suggestions were made and preferences noted. Charlie Hall will provide feedback to the artist for another round of revisions. It was suggested by the Advisory Committee to hire a second firm to develop an alternative set of ideas to consider. Charlie was authorized by the Advisory Committee to begin that process immediately. Two Advisory Committee members rotate off the committee in 2009. They include Lela Kelly and Ernesto Velez. Discussion will be held during the October 2009 meeting regarding these Rotating Member positions.

A motion was made by Stan Pohmer to accept the previous meeting minutes; seconded by J. Guy. Motion passed. The Spring meeting date will be March 12, 2009 with the 7th Distinguished Lecture the day before (on March 11, 2009). The Fall meeting date will be October 29 with the 8th Distinguished Lecture the day before (October 28, 2009). The meeting was adjourned at 2:05 p.m.

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Ellison Chair in International Floriculture Semi‐Annual Advisory Committee Report – October 2008

This semi‐annual report serves to update the Advisory Committee on the activities of the Chairholder since the last Advisory Committee meeting. All activities will be reported under each of the areas of emphasis where appropriate. As a reminder the mission, strategic objectives, and areas of emphasis are reiterated below.

The mission of the Ellison Chair in International Floriculture is to advance the health and vitality of the floriculture industry on a national and international scope through exemplary academic leadership, cutting edge applied research, innovative extension outreach programs, and by mentoring well‐educated, impassioned leaders to support the future of floriculture. Five strategic objectives have been identified including:

1. Increase funding for research & extension program in floriculture and related areas.

2. Increase partnerships in this area among TAMU faculty on a disciplinary and multidisciplinary basis, with faculty at other universities nationally and internationally, and with the floriculture industry.

3. Increase numbers of top‐quality undergraduate and graduate students in floriculture to meet growing needs.

4. Increase program recognition for the TAMU floriculture program. 5. Increase vitality and productivity of programs in the identified areas of

emphasis.

i. Marketing ii. Environmental sustainability iii. Efficient production systems iv. People development

This report will be structured according to the areas of emphasis listed above (marketing, environmental sustainability, efficient production systems, and people development), as well as sections on partnerships, departmental recognition, and funding activities.

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Marketing

Completed the $300,000 grant funded by the USDA/RMA Risk Management Agency as part of their Education Commodity Partnership Program entitled Risk Management for the Environmental Horticulture Industry in the Southern United States. Drs. Alan Hodges and John Haydu (Florida) are co‐investigators. A total of 22 workshops were conducted across the South for greenhouse and nursery growers to learn strategies for mitigating marketing risks.

Co‐Investigator on a new $96,000 grant project entitled “Investigation of consumers’ and professionals’ perceptions, attitudes and behaviors about purchasing plastic‐alternatives and/or recycling plastic horticultural containers” funded by the USDA‐FSMIP. Co‐Pi’s include Bridget Behe (Michigan State), Jennifer Dennis (Purdue), and Changyan Yue (Minnesota). The objective of this proposed project is to identify, quantify, and profile market segments who are ideal targets for recyclable containers and bio‐degradable containers and identify the advantages and obstacles to marketing alternative containers to commercial segments (landscape professionals, plant producers) as well as consumers. The methodology we propose is to conduct two separate surveys, one of consumers (internet) and one of professionals (mail), to profile and quantify the size and scope of (a) potential market segments for plastic‐alternative containers and (b) recycling plastic nursery containers. The outcomes of the study are information that can be used by professionals to develop, implement, and communicate recycling programs and/or alternatives to using plastic containers. The impact will be less plastic waste entering landfills.

Beginning work on a $35,000 American Floral Endowment (AFE) grant supplemented with $5,000 from the Horticultural Research Institute to determine the characteristics of biodegradable pots that consumers deem most desirable and to solicit their willingness‐to‐pay (WTP) for this type of sustainable product. This study will utilize both conjoint analysis and experimental auctions to elicit WTP on the part of floral customers for biodegradable containers. Conjoint analysis allows researchers to simultaneously investigate a number of product attributes and determine the relative importance of each attribute in the consumer’s preference. This methodology will be supplemented by using experimental auctions, a method commonly used to distinguish what consumers “say they will do” against what they “actually will do” in making purchasing decisions. This research will greatly benefit the floral consumer by ensuring that environmentally‐friendly products marketed to them in the future truly meet their “sustainability” needs/expectations. Co‐Pi’s include Bridget Behe (Michigan State), Jennifer Dennis (Purdue), and Changyan Yue (Minnesota).

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Received word that the $78,431 grant project entitled “Consumer Preference for Flowers as Gifts: Age Segments, Substitutes, and Perceived Risk” was approved by the AFE Board for funding this year. Recent statistics show that consumers’ frequency of buying flowers and their expenditures on flowers are directly related to the consumers’ age. Younger people tend to purchase fewer flowers than older people both for personal use and as gifts, and in recent years this tendency has strengthened. Younger people buy even fewer flowers today, while the average floral consumer is getting older. Few studies have explored the factors that may explain this phenomenon. This proposed research is of great importance to fill this gap in our knowledge by determining what motivates younger and older consumers in their choice between purchasing flowers or alternative gifts and how these motivations vary between different age segments. This is important for the floral industry to better target both younger and older consumers by improving and differentiating the industry’s service and products.

Continued administering the new blog entitled Making Cents of Green Industry Economics. To date, there have been 10,193 readers with 245 regular subscribers (as of 09/27/08). This weblog provides up‐to‐the‐minute information regarding economic factors affecting Green industry businesses and the strategic responses to enhance profitability. Recent posts by other websites referencing Making Cents are provided below. Why the need for Making Cents? Because as margins get tighter and tighter in the Green Industry due to market conditions becoming increasingly competitive, a few cents per pot/plant can make a world of difference

Initiating a new column for Greenhouse Grower magazine based on current issues being discussed on the Making Cents blog.

Continuing work on the Texas Ornamentals Enhancement Endowment grant project ($5,000) to conduct an analysis of the Texas Superstar and Earthkind “brands.” A mail survey, onsite surveys at selected garden centers and retail outlets, and focus groups will be used to collect data relative to consumer perceptions of branding efforts currently evidenced in the green industry. These data will be combined with historical anecdotal and quantitative data regarding the sales related to Texas Superstar and Earthkind plant materials to determine the overall effectiveness and awareness levels of these programs. Marco Palma is the co‐investigator. The outcome of this grant project will provide vital input into the development of a departmental branding strategy for all of its plant material releases in the future.

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Working on a consumer preference study with Drs. Brent Pemberton and Marco Palma looking at pansy preferences. Pansy (including violas) is one of the most important bedding plant crops in Texas where green industry sales reached almost $10 billion in 2005. There are literally hundreds of varieties on the market with a wide array of flower sizes and colors. Despite this fact, over 80% of the pansy crop in Texas consists of large‐flowered types in a very narrow color range. How flower size, flower color, and plant‐size attributes influence consumer choice and how much they are willing to pay for the various finished products is unknown. This information will aid producers and retailers with information that can be used to make production and marketing decisions with the ultimate goal of increasing sales.

Authored an article in American Nurseryman [August 1 issue] entitled “Competing During Contractions.”

Journal article published in HortScience entitled “Regional Analysis of Production Practices and Technology Use in the U.S. Nursery Industry.” Co‐authors include Drs. Alan Hodges, Bridget Behe, and Jennifer Dennis.

Journal article published in HortScience entitled “Estimating the Economic Impact of the U.S. Golf Course Industry: Challenges and Solutions.” Co‐authors include Drs. John Haydu and Alan Hodges.

Second journal article accepted for publication by HortScience entitled “Marketing Practices in Nursery and Greenhouse Production.” Co‐authors include Drs. Alan Hodges, Bridget Behe, and Jennifer Dennis.

A journal article is currently in development examining the Structural Changes in the Regional Trade Flows in the Nursery and Greenhouse Industry from 1988 to 2003 (comparing the first S‐1021 survey results to the latest (4th) results).

Joint project with Dr. Marco Palma to update the Economic Impact of the Green Industry in Texas study. This data, in conjunction with that of the 5th National Nursery Industry Survey to be conducted in 2008‐09 in conjunction with the S‐1021 CSREES Regional Research Committee (www.s1021.org). This data will be used to update the national Economic Impact of the Green Industry in the U.S. study which has a projected 2010 completion date.

Hall, Charles R. “International Competition within the Nursery/Floral Sector” at a colloquium entitled “Barriers to Increased Horticultural Trade & Market Integration” at the annual meeting of the American Society of Horticultural Sciences, Orlando, FL, July 21, 2008.

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Developed two modules for the new online version of the Texas Master Certified Nursery Professional program entitled Marketing is Not Just Selling and Developing a Strategic Business Plan.

Four papers were included in the Proceedings of Southern Nurserymen’s Associations Research Conference: Fifty‐Third Annual Report, Volume 53, 2008. These included the following: Jeffers, Andrew, William Klingeman, Marco Palma, Charles Hall, Dean Kopsell, and

David Buckley. “Quality Assessment and Purchasing Decisions of Nursery Liner Buyers: A Conjoint Analysis,” Proceedings of Southern Nurserymen’s Associations Research Conference: Fifty‐Third Annual Report, Volume 53, 2008

Hall, Charles R., Alan W. Hodges, Bridget K. Behe, and Jennifer H. Dennis. “A

Regional Empirical Examination of Practices and Technologies Used by Growers,” Proceedings of Southern Nurserymen’s Associations Research Conference: Fifty‐Third Annual Report, Volume 53, 2008

Chen, Yu‐Jen, Marco Palma, and Charles Hall. “Consumer Preferences in Orchids,”

Proceedings of Southern Nurserymen’s Associations Research Conference: Fifty‐Third Annual Report, Volume 53, 2008

Behe, Bridget K., Dennis, Jennifer H. Dennis, Charles R. Hall, and Alan W. Hodges. “Regional Marketing Practices within the U.S. Nursery Industry,” Proceedings of Southern Nurserymen’s Associations Research Conference: Fifty‐Third Annual Report, Volume 53, 2008.

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Environmental Sustainability

Continued as Chair of the Southwest Growers Conference Steering Committee. The conference was held at the Lone Star Expo Center in Conroe, TX on July 8‐9, 2008. Tours were conducted on July 8 and the educational sessions were held on July 9th. The theme of the conference this year was environmental sustainability. The conference website is located at swgrowers.tamu.edu. A debriefing report is included in the appendix.

Initiated work pertaining to the $23,705 grant project entitled Managing Risks in the Green Industry in Texas and the Southern U.S. submitted to the Southern Region Risk Management Education Center in collaboration with Dr. Marco Palma. Part of this grant proposal includes $10,200 in funding for the Southwest Growers Conference for speaker‐related expenses, facility rental, and expenses for promotional materials and registration.

Continuing to collect resources for inclusion on a new Water website to serve as a clearinghouse for water‐related information pertaining to the floriculture sector. Materials developed at other agencies will be included as well as links to pertinent legislation and state/federal regulations.

Will be co‐presenting, along with Stan Pohmer and Dr. Marvin Miller, in the concluding session entitled A Call to Action: Roundup/2020 Vision at the 2008 GrowerTalks Sustainability Conference. According to the conference website: “While everyone has heard the word "sustainability," most growers and retailers have just a rudimentary understanding (or perhaps misunderstanding) of its various aspects. Unfortunately, many equate sustainable practices with increased costs, and too many confuse the concepts of sustainability, organics, and certification. This conference will set the record straight and get you on the path to practical (and profitable) sustainability.”

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Efficient Production Systems

Authored an article in OFA Bulletin [May/June issue] on benchmarking for greenhouse firms. This article emphasized the importance of benchmarking and the financial and operational metrics that greenhouse firms should be using to analyze their relative performance in the marketplace.

Completed a publication jointly authored with other members of the S‐1021 Multistate Research Project (www.s1021.org) that updated a Southern Cooperative Series Bulletin entitled Enterprise Budgets for Container‐grown Woody Ornamental Plants, Climatic Zones 8 and 9. This project was funded by a $49,094 grant from the Southern Region Risk Management Education Center.

Transferred the Horticultural Business Information Network website (hbin.tamu.edu) to the TAMU server. This award‐winning website was developed to serve as a centralized database for publications and other educational materials targeted for horticultural clientele. Separate sections address issues pertaining to nursery, turfgrass, and greenhouse growers, landscape service firms, retail garden centers, fruit and vegetable producers, direct markets, and value added product marketers. This website serves as a streamlined means of disseminating extension educational material to County Extension Agents, Area Specialists, and other collaborators and clientele. Will transfer maintenance to Dr. Marco Palma in Agricultural Economics.

Developed a 545‐page grant application as part of the USDA‐CSREES Specialty Crop Research Initiative that included a trans‐disciplinary team of 30 research and outreach faculty from 14 universities (including 13 agricultural economists and 17 horticulturists). Objectives of this research/outreach project are fourfold: (1) Evaluate labor management practices and mechanization in the nursery and greenhouse industry; (2) Evaluate regional and national economic contributions of the U.S. Green industry; (3) Evaluate consumer preferences for environmental plants and their contribution to health/well being; and (4) Evaluate sustainable production practices for water use, nutrient management, pest control, and packaging.

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People Development

Introductory Employee Training Program for Greenhouse Crop Production. Script has been converted to PDF and ready for website production. Contracted with Agricultural Communications to convert the written and verbal narrative to Spanish. This has been done. Currently, the Spanish narrative is being synchronized with the video portion of the training materials.

Developing a new course entitled International Floriculture Marketing that will be co‐taught with Dr. Terri Starman. This course will provide an overview of the importance, costs, and opportunities in marketing floral products. It is divided into three modules with each the major categories of floral crops produced and consumed across the world including fresh cut flowers, flowering potted plants, foliage plants, and bedding/garden plants. Topics to be covered for each floral commodity will include production areas in the world, economic value, species grown, marketing channels, retail environments, profiles of current and future consumers, postharvest handling techniques, promotion and advertising, perceived and added value, trends in marketing, and employment opportunities.

Currently teaching HORT 315 in the Fall Semester 2008. Component Analysis of Horticultural Systems is a 3 credit hour writing‐intensive course taught in a Web‐based format. The course describes and analyzes factors that impinge on modern horticultural systems, including advanced technology, environmental, economic, societal and ethical issues. While a brief overview of current practices and technical background information is presented, the focus is on future issues that will affect management decisions in horticultural operations, alternative business‐level strategies to proactively address these issues, and how graduates can prepare themselves to function in a continuously changing business environment.

Mentoring undergraduates assigned by the department in terms of courses to include in their respective degree program, encouraging them to take advantage of internships opportunities, and making recommendations regarding job placement strategies and networking procedures.

Taught the capstone course entitled “Strategic Business Management” within the joint TAMU‐UVG Masters Degree Program in Agribusiness in Guatemala.

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Partnerships and Departmental Recognition

Using the Chair’s visibility to enhance the recognition of and funding for the TAMU Nursery/Floral Team as part of the USDA‐ARS Floriculture and Nursery Crops Research Initiative. Key external contacts include Lyn Schmale (SAF), Mark Teffeau (ANLA), and Ron Lacewell (TAMU). This project was included in the 2009 Texas A&M System Legislative request.

Consulting Editor (formerly a.k.a. Associate Editor) of HortTechnology, a peer‐reviewed journal of the American Society for Horticultural Science (ASHS). Also serving on the Editorial Board for HortScience, another ASHS peer‐reviewed journal. Seven journal articles have been reviewed since our April 2008 meeting.

Competed my term on the Advisory Council of the Southern Region Risk Management Education Center which makes funding decisions on all proposals submitted to the center. This has enhanced TAMU competitiveness in the funding process historically.

Continuing research collaborations on the Green Industry Research Consortium, a USDA‐CSREES Multi‐state Research Project (S‐1021). See www.s1021.org.

Continuing the Distinguished Lecture Series. The speaker on October 8 was Bob Dolibois. The title of his Lecture was “Keys to Future Success in the Green Industry.” Bob is the Executive Vice President of the American Nursery & Landscape Association (ANLA), a Washington, DC‐based trade association representing over 2,300 firms who grow, sell, and use landscape plants.

Still transitioning the Ellison Chair website to meet the requirements of the new Texas A&M AgriLife Web Templates, including the development of a new rendition of the Ellison Chair graphic.

Presentations (and interaction) at the following meetings since April 2008 will serve to enhance the national reputation of the Ellison Chair and the TAMU Department of Horticultural Sciences:

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09/11/08 Live Oak, FL "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

09/10/08 Pierson, FL "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

08/22/08 Homestead, FL "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

08/21/08 West Palm Beach, FL

"Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

08/20/08 Tampa, FL "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

08/19/08 Apopka, FL "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

08/14/08

Houston, TX “Focusing Your Business Strategy in Tight Times” at the 2008 TNLA Expo.

08/14/08 Houston, TX “Slow Down or Ramp Up? Understanding a Lagging Economy and Doing Something About It!” at the 2008 TNLA Expo.

08/21/08 Orlando, FL “International Competition within the Nursery/Floral Sector” at a colloquium entitled “Barriers to Increased Horticultural Trade & Market Integration” at the annual meeting of the American Society of Horticultural Sciences, Orlando, FL, July 21, 2008.

07/14/08 Columbus, OH “Are You One Bad Spring Away From Bankruptcy?” at the 2008 OFA Conference.

07/13/08 Columbus, OH “Understanding and Competing in a Maturing Marketplace” at the 2008 OFA Conference.

07/09/08 Conroe, TX “Economic Sustainability – Competing Profitably in a Maturing Marketplace” at the 2008 Southwest Growers Conference.

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06/22/08 Ithaca, NY “The Economics of Differentiation” at the 2008 Seeley Conference.

06/21/08 Ithaca, NY “Industry 2015: The Maturing Marketplace” at the 2008 Seeley Conference.

06/10/08 Phoenix, AZ “Are Your Customers One Bad Spring Away From Bankruptcy? Part 1" at the 2008 annual conference of the North American Horticultural Suppliers Association.

06/10/08 Phoenix, AZ “Are Your Customers One Bad Spring Away From Bankruptcy? Part 2" at the 2008 annual conference of the North American Horticultural Suppliers Association.

06/06/08 Norman, OK "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

06/05/08 Stillwater, OK "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

06/03/08 Jackson, MS "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

06/03/08 Jackson, MS “Pricing Your Way to Profitability” at the Mid‐South Greenhouse Growers Conference.

05/29/08 Fredericksburg, TX

“Branding Extension Horticulture Plant Products” at the 2008 Annual Planning Retreat of the Extension Horticulture Project Group.

05/16/08 Houston, TX "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

05/15/08 Austin, TX "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

05/14/08 Dallas, TX "Strategies for Managing Marketing Risks Incurred by Greenhouse and Nursery Growers" at a USDA‐RMA workshop as part of a commodity partnership grant.

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Funding Summary of Grants & Contracts Activity:

Year/Role Description Amount

Submitted and in review

2008‐2011 Co‐Principal Investigator & Project Director

“Investigations of sustainable production practices, economic contributions, consumer behavior and labor management in the U.S. environmental horticulture industry.” – a proposal submitted to the Cooperative State Research, Education, and Extension Service (CSREES) for the U.S. Department of Agriculture Specialty Crop Research Initiative, August 2008.

$3,699,730

2008‐2009 Co‐Principal Investigator

“Public Perception of Benefits Associated with Sustainable Floral Products” – a proposal submitted to the American Floral Endowment. Co‐Pi’s include Bridget Behe (MSU), Jennifer Dennis (Purdue), and Chengyan Yue (Minnesota).

$48,400

$3,748,130

Funded and in process


“Managing Risks in the Green Industry in Texas and the Southern U.S.” funded by the Southern Region Risk Management Education Center.

$23,705


Investigation of consumers’ and professionals’ perceptions, attitudes and behaviors about purchasing plastic‐alternatives and/or recycling plastic horticultural containers. Approved for funding consideration to the Federal State Marketing Improvement Program, July 2008. Co‐Pi’s include Bridget Behe (MSU), Jennifer Dennis (Purdue), and Chengyan Yue (Minnesota).

$96,684


American Floral Endowment & Horticultural Research Institute proposal to determine the characteristics of biodegradable pots that consumers deem most desirable and to solicit their willingness‐to‐pay (WTP) for this type of sustainable product. Co‐Pi’s include Bridget Behe (MSU), Jennifer Dennis (Purdue), and Chengyan Yue (Minnesota).

$40,000

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2008‐2009 Co‐investigator

American Floral Endowment proposal to investigate 1) how and why younger and older consumers react differently to flowers and alternative gifts, 2) how younger and older consumers feel differently about the risks, the recipients' positive or negative reaction associated with flowers and alternative gifts, 3) the impacts of positive information regarding flowers on consumers' choices of gifts, and 4) what can be done by the floral industry to improve younger and older consumers' satisfaction with flowers.

$78,431


Grant from the Texas Ornamentals Enhancement Endowment to conduct an analysis of the awareness levels of the Texas Superstar and Earthkind “brands.” Marco Palma is the co‐investigator.

$5,000

Subtotal of grants in process $243,820

Completed projects


Risk Management for the Environmental Horticulture Industry in the Southern United States – a grant funded by the USDA/RMA Risk Management and Crop Insurance Education Commodity Partnership Program. Alan Hodges and John Haydu (Florida) are co‐investigators.

$300,000

2007‐2008 Principal investigator

Managing Risk in the Green Industry in Tennessee – a grant submitted to the Southern Region Risk Management Education Center.

$49,094


Enterprise Budgets for Container‐grown Woody Ornamental Plants, Climatic Zones 8 and 9 – a grant proposal funded by the Southern Region Risk Management Education Center.

$38,000

Subtotal of completed grants $379,094

Submitted, but not funded


How loyal are consumers to horticultural brands? – a grant submitted to the Horticultural Research Institute. Bridget Behe (Michigan State) and Jennifer Dennis (Purdue) are co‐investigators.

$25,125

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American Floral Endowment proposal to better understand consumer preferences for gathering information about the floral products they intend to purchase.

$30,000


American Floral Endowment proposal to investigate 1) how and why younger and older consumers react differently to flowers and alternative gifts, 2) how younger and older consumers feel differently about the risks, the recipients' positive or negative reaction associated with flowers and alternative gifts, 3) the impacts of positive information regarding flowers on consumers' choices of gifts, and 4) what can be done by the floral industry to improve younger and older consumers' satisfaction with flowers.

$78,431

Subtotal of grants submitted $133,556

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