By Jennifer Gray, associate director of The Ohio Nursery & Landscape Association:
By all accounts, the business of horticulture has changed dramatically over the course of just a few years. In conversations with almost any green industry pro, you immediately get a sense of ‘before’ and ‘after.’ “Before the recession started...,” “We learned to…,” and “Even now, we…” pepper virtually every dialogue.
A lot has been stated about how the economy has impacted horticulture businesses. A lot of research and time has been dedicated to discovering the ways businesses could negate the negatives and soldier on. Challenges were embraced: companies hunkered down, streamlined operations, and redefined products and services. Green industry pros worked harder, put in longer hours, and got smarter.
Don’t worry. This article is not about the before or the after. It’s about what’s next.
It’s about remembering or recognizing for the first time that the industry can serve a greater purpose.
The green industry has long bemoaned the idea that “the green movement passed us by.” And, in many ways, it did. Few horticulture businesses capitalized on environmental trends and messages. Industry insiders know that planting trees helps the environment, that recycling materials is not only good for the environment but also good for business, and that horticulturists are true environmental stewards. But, as an industry, green businesses did not successfully tell these stories. Customer recognition of the benefits provided to their families and communities by green industry businesses never materialized.
Today, the horticulture industry is teetering on the brink of something new.
A Convergence of Seekers
Consumers are seeking ways to simplify their lives, decrease their stress, and get back to nature. More and more people are embracing “well-being” trends, and the horticulture industry, by definition, is positioned at the epicenter. Consumers are seeking ways to bring balance to their lives. Will horticulture businesses jump at the opportunity to be part of a movement that improves lifestyles? Will green industry pros embrace the movement and bring additional value to the industry?
At the same time consumers are seeking experiences (and the products and services that help them have those experiences) that enhance their well-being, horticulture professionals are seeking both inspiration and new markets. How can the horticulture industry be part of, and capitalize on, changing peoples’ lives, mentally and physically?
The answer may lie within the “Come Alive Outside” grassroots initiative.
Come Alive Outside
Come Alive Outside is a movement that encourages people to get back outside and enjoy nature. There’s no strict doctrine or procedural messaging involved, just a simple “take action” proposition: come alive outside. The simplicity of the initiative and the idea that any horticulture business can be a part of it is the key to its success, says the movement’s founder, Jim Paluch.
“Come Alive Outside began in 2010 as a reminder of what makes our lives healthy and our memories special. A benefit of the movement is that it doubles as a method to create new markets,” states Paluch. “It’s a big picture initiative that gives business owners a lot of room to interpret and use the core message of ‘Come Alive Outside’ in the ways that make the most sense for their customers and communities.”
Paluch continues, “Come Alive Outside is a reminder of what works. It is a reminder of what makes our lives healthy and our memories special. Over the past two years, these three words have inspired individuals, families, business and communities across North America to take action. With every action, the momentum grows. There are so many ways that we can get back outside, from the local bike trail to our own backyards. Children are automatically more active when they are outdoors, and spending time in outdoor spaces has the ability to melt away mental fatigue and stress like nothing else. The great outdoors is also a perfect place to create and enjoy a sense of community with friends, neighbors and coworkers. The reasons for coming alive outside are many, and the benefits start the moment that people step out the door.”
Adjust for the Future
Aligning the desires of individuals and families with what can be financially beneficial to business is exactly what the Nursery Growers of Lake County Ohio board of directors sought when they approached Paluch about speaking at the upcoming NGLCO Summer Field Day.
A long-standing tradition for green industry professionals, field day invites exhibitors and attendees to gather together, share ideas, and enjoy time with one another. The 46th Annual NGLCO Summer Field Day will host a special presentation to discuss the Come Alive Outside initiative and how our customers and our businesses can benefit from the program.
Bill Weaver, NGLCO President and Lake County Nursery Sales Representative, says, “We wanted to bring additional value this year. We wanted to bring a new energy and new inspiration to the industry. We wanted to introduce a new idea that can benefit all of us.”
“It didn’t take us long for us to realize the importance of this initiative and get behind it. We’ve been giving away our business to other industries, not to the competition within the industry,” adds Joe Zampini, NGLCO Board of Director and Lake County Nursery Vice President of Sales. “We’re competing against tech devices and vacations and home decorating. Those industries are selling lifestyle. Jim’s concept is a way we can put focus on the greater ‘purpose’ and ‘why’ of what we do rather than pushing particular plants. The plants will come—after we sell the lifestyle,” states Zampini.
Walk the Walk
Horticulture businesses have found ways to cut costs and become efficient. Now more than ever, there is a need for inspiration in the industry. Many leaders in industry have been discussing ways to get people to remember what made them love the industry. By educating the consumer, showing how the industry has changed and getting excited about the outdoors again, Come Alive Outside could be the answer.
Zampini and Weaver are quick to note that the industry has a real opportunity, if businesses are willing to embrace change and get inspired again.
“By selling a lifestyle, we can increase the pie for the entire green industry,” adds Weaver. “There is the motivation. There is the fresh air.”
Paluch states, “Green industry professionals have the expertise and tools necessary to create the type of beautiful, useful green spaces that draw people outdoors. As stewards to millions of acres of green spaces, our profession is positioned to take the lead in a well-being revolution. Some people forget why they used to love this business. I think Come Alive Outside energizes people again.”
“We’ve got to connect that emotional piece to what we do. And to sell it, we have to come alive ourselves, get inspired by something, and get out of our comfort zones,” adds Zampini.
Jennifer Gray is a 15-year industry veteran, serving as the associate director of The Ohio Nursery & Landscape Association. Follow Jen and her (almost) textbook Gen X posts on Twitter and bookmark The Buckeye for the latest Midwest industry news and trends.
Learn more about NGLCO Field Day and Come Alive Outside online.