Spring at last

On this first day of spring let’s enjoy the changing season. Here in northern California the sun is shining and hope springs eternal. At the nursery we are selling the cool season vegetable starts, flowers, seed starting trays, and lot’s of seed. The number one question this year from our customers is, are your seed free of GMO? Yes they are. I imagine most folks truly don’t understand GMO’s, but the term and “idea” certainly has caught their interest.

We are in drought here in California, and likely won’t see too much relief rain wise in the near future. Our rainy season is fast coming to a close, and after a few years of drier than expected weather, we will likely see more water restrictions. We are currently in a “Stage 2” water alert. The local water authorities are asking us to cut back 30% on our water usage. It’s doable, and an opportunity for us to teach and guide our customers.

I look forward to being a place where people can come to learn more about how to feed their families, and bring beauty into their lives. While the ornamental side of the business has shrunk over the last few years, the edible side had grown exponentially. We seem to be doing better than in years past, and the customer is engaged in their garden like never before.

So it’s it a positive note that stands above the rest this first day of spring. While there will be challenges going forward, we are entering a new age in horticulture. While not all is shinny and bright in the trades, I have never been happier, or more proud to be a nurseryman. Our goal here is to stay small as possible, while making the largest impact in our world. We can change our world more easily, one customer at a time.

Cheers to spring!

The competition may be hard to spot

It's easy in our trade to point at the mass merchants as the prime competition for smaller independent garden centers. When you go to Home Depot or Lowe's and see the line of people snaking out the door on a sunny weekend, you might think, "That's where all my customers went".  After all, the box stores most resemble our brick and mortar operations in that you have to go to the store and buy stuff.

What we need to notice is not so noticeable. It's the power of The Internet to draw business from your store. You don't see the people who now buy their fertilizer online instead of from you. They might still shop at your store, but the total sale might be smaller since their gardening dollars are being used to buy more stuff online. It will become increasingly probable that the customer will still come to your store to buy some potting soil for the citrus tree they bought online. They might still come to your store for advice, for the succulents they bought online. They don't need fertilizer since the succulent place sold them some. Of course, as soon as they can get real time advice online they won't even need to come into your store and bug you with their questions.

This could be quite depressing for the small garden shop, or it could be invigorating depending on how you look at it. What can I say? I do much of my shopping online now. I buy locally roasted coffee online. I support a local business this way, and get really great coffee beans shipped to my door. This doesn't have to be the end of the small, local garden shop. People do want to support smaller local businesses, but only if they do it better than larger concerns. We worry that we can't compete with the bigger players online. That assumes that those already online are doing it right. What if you could take the the small garden shop concept and offer it to more potential customers online?

Your biggest competitor could be another small garden shop that decided instead of fighting change, to roll with it. They offer the same great service you do, but to a larger audience. They ship quick, offer free real time advice, and enjoy the good will of customers who feel they are supporting a small, well run operation. Sure it would be nice to have that fertilizer customer come into your brick and mortar store. They would be able to enjoy the ambiance, and maybe see some other stuff they want. You know what? They just want to get that fertilizer. They don't have time to come and visit your store. If you don't make it easy to  buy it from you, they will buy it somewhere else that is more accommodating to their needs.

If people don't buy stuff, how are we going to stay in business?

I found this Fast Company article titled, "Why Millennials Don't Want to Buy Stuff" interesting (it's not just Millennials doing this either). From the first paragraph we read, "Millennials seem to have some very different habits that have taken both established companies and small businesses by surprise. One of these is that Generation Y doesn't seem to enjoy purchasing things."

As the owner of a small garden shop business this kind of news can be quite disturbing, or liberating. We also read that, "The biggest insight we can glean from the death of ownership is about connection. This is the thing which is now scarce, because when we can easily acquire anything, the question becomes, 'What do we do with this?' The value now lies in the doing."

Last week I had a discussion with some folks on Facebook after I posted this,"Seems customers with the most gardening experience use the least amount of fertilizer, They've figured out the 'nature' of their garden". Someone said, "nice, but not good for business is it?" I believe my answer may be a way forward for those who see this new "non-ownership" mentality showing up around them.

Here is my answer, "what's happened is those successful gardeners we're in many cases taught their methods here. We showed them a way to grow better without the use of synthetic fertilizers. Now that they are successful the're more into gardening than ever, and as such are expanding their gardens or trying new varieties. So by saving them the time and money on unsustainable gardening (and unhappy gardeners), we have enthusiastic customers who come in time and time again."

How will your business or venture survive and thrive in this new "non-ownership" world. It's not just the Millennial generation that is doing this. I see it with many people who are tired of the responsibility and costs associated with the owning of objects. It's a trend I don't see abating any time soon. It's actually a huge plus for small garden businesses who see the positives of this. It's about the process of helping someone become a better gardener (the experience), not selling a bag of fertilizer (stuff) when they really don't need it.

Lose what doesn't work

What could you give up and not miss? Is there stuff or an attitude that could be dropped for something better? We have been doing this not only at home, but throughout our business. In the past garden centers we're the places you went for all things related to gardening. Now you can pick up some vegetable starts while shopping at Trader Joe's, pick up trees at Costco, and finish off with fertilizer bought online. Who needs a one stop garden center?

Lot's of garden shops have categories or departments that are relics from the past. Perhaps its that that  tool department that always needs dusting, or rose department that always needs pesticide applications? Don't even get me started on that gift department. Some stores do well with their gift department, and others do well with tools, but they might not be for you.

I find it useful to also ask regularly what department, item, or attitude could be discarded to the benefit of the company, and ourselves. We recently went paperless, and it's only made things easier. When we get invoices, business cards, or other papers we need to save they are scanned and stored digitally in "the cloud." I still have the information we need, but without the paper filling up filling cabinets and space. Gifts are another area that never worked for us, so we have no gift department! I don't miss dusting them at all.

It's harder for those of us that have been in the trade for awhile to discard what in the past was a given at a garden store.  What department, method, or attitude could you discard right now without hurting business? Better yet what could you discard and improve business? We added a hydroponic/ indoor garden department since it was a needed in our particular region of northern California. The customers have responded, and we live to do business another day! It took the place of an indoor area that in the past would have been used for gift items. Now we don't have to dust as often.

Build your business by building your community

What’s the most valuable asset a garden store possess? The land it sits on? It employees? The merchandise or plants? It’s resale value? I contend the most valuable asset is the garden centers ability to generate and nurture its own enthusiastic customer base. As the cost of producing plants drops, and the quality continues to rise you will find excellent plants even at the mass merchants. Quality will no longer be the exclusive domain of independent garden shops. More and more we find good quality plants available at Trader Joe's, Whole Foods, the box stores, Costco, Ikea, and any number of other outlets not traditionally associated with gardening.

A persons initial interest in gardening may be sparked by any number of reasons, but we can no longer expect the interested gardener to shop at a independent garden center or IGC. They are just as likely to pick up their plants at Costco, at a price that can’t be beat. We no longer depend on the natural and societal pressures that compelled many to garden in the past. What we need to do  is to help create a whole new generation of enthusiastic gardeners. This can be accomplished by the smallest garden shop utilizing the power of social media. The ability to communicate with a large number of people “levels the playing field” between the large concerns and the smallest ones.

Once we have helped the new, now enthusiastic gardeners, we will have to nurture them. They won't just show up at the door next year if we don't give them a compelling reason to "keep it up" and reap the benefits. To many other fun or necessary things to do in life to occupy their time. We need to build our own communities of enthusiastic gardeners, and then give them the tools (social media perhaps) to help spread the word.

The Petaluma Seed Bank (which only sells hybrid seeds, no plants) is a great example. What the Petaluma Seed Bank and their owners Baker Creek Heirloom Seeds have done is tap into the zeitgeist of the times. They create their own buzz via their catalog, online presence, and events to keep the gardeners interested. They have both brick & mortar as well as online sales. They are political (anti GMO), and donate time and money to their (and their customers) causes. They grow their own food on their own land (they walk the talk), and then discuss the results and possibilities with their customers. They have created a community of enthusiastic customers who share their love of the business.

We don't just sell plants and fertilizer anymore. We will have to create,organize, and nurture communities of like minded people who share a common goal, or interest. In our case that revolves around horticulture in general, but could also go off in a hundred different niches. Find your niche, and become the best in that world.

Buy quality-all the time

With all the talk concerning, “buying local” it’s important to realize that local doesn't always equal quality. I prefer quality over local. Of course if it’s local and quality made that’s great, but I think in our efforts to promote “local” we might be missing the big picture. Rather than the “buy local” theme going around this year it would be nice to promote “quality and "craftsmanship”, where ever it’s from. Like it our not we all reside on this planet, and trade with other nations is what “makes the world  go round”.

Right now this sign is floating around on Facebook. It asks how buying discounted stuff from China is going to help the economy in the USA?  What if I buy cheap stuff from the tourist spots at Fisherman's Wharf? Is it OK because the store is here and locally owned, but the stuff is from another country? To be a “ conscientious buyer” do I have to buy only stuff made in The USA, and only at a locally owned store? Is China the only source for poorly made stuff? What if it's poorly made and from LA?

I understand the feeling behind the “shop local” theme. I think better would be to eschew poorly made crap for quality stuff, no matter where it’s made. After all the locally owned store that sells imported quality products needs support, too.

I would change the sign to:

"How is buying crap wherever it's made help the economy? Buy quality made products from quality stores, locally owned if possible. Buy quality-all the time".

Just my thoughts on this rainy day here in northern California while drinking my coffee sourced from Indonesia and Central America and roasted in Canada.

The kids are all right

A fellow nurseryperson in Missouri posted this photo on her Facebook page. She came home to find some kids that live in the same building decided to construct an aquaponics system in the basement. According to many in our trade, the young just don’t garden like their parents and grandparents did. This has affected the bottom line of many garden centers and nurseries around the world with many going out of business.

If you owned a garden center and some people came in wanting to build an aquaponics system, could you help them? What if they asked about growing lettuce hydroponically? What if they wanted to grow lettuce in soil inside under T5 lights? Where do you send them if you don’t carry this stuff? Why?

We can grow that!

Back on September 4th I wrote a post titled, “You Can’t Grow That”. It concerned Scotts/Miracle Gro, and its trade marking the phrase, “You can gro that!” The problem was it was a phrase thought up by CL Fornari, nursery women and author. I wrote, “According to her website, garden writer CL Fornari decided last October to start a campaign titled, ‘You Can Grow That’. Once a week any garden writer who wished to participate would write an article under that heading… Long story short, Scotts/Miracle Gro applied for a trademark on “You Can Gro That!”, after she had broached the idea on The Internet.” Actually, the idea was first broached by C.L. in a "closed" garden center/nursery trade group on Facebook, and not just put out for anyone to see on The Internet.

The good news today is Scotts/Miracle Gro has backed off from the trade marking, leaving CL with her phrase to do as she pleases. Here is the story. It’s quite a turn around and something I wouldn’t have expected from the company. Something tells me it was social media and the avalanche of bad PR Scotts has received over the last year. Whatever the reason it’s nice to see Scotts/Miracle Gro do the right thing. It’s also fun to be a part of something that is changing for the better how we do business in the world of horticulture.

Organizing by not organizing

I read in the latest edition of “Today’s Garden Center” magazine an article titled “Slow Down”. Written by Sid Raisch of The Garden Center Group, it’s an interesting read concerning the changing garden retail landscape. What caught my eye was this. “Slow Retail Is Not Organized. There is no single controlling organization to the Slow movement. Its momentum is created worldwide by individuals who endorse and spread their passion that the Slow way is the better way.” This is the way it’s going to be going forward. Groups of like minded people connecting via The Internet and creating the change necessary to achieve their goals. Often the groups form without any real motivation or goals, but rather a shared interest. Soon themes may emerge that strike the groups fancy, and the group takes on a more proactive role. I see this in our trade group, Independent Garden Centers and Nurseries. Started as a place to just “talk shop”, it has morphed into a dynamic, action oriented group that is literally changing how business is being done in the horticultural world.

So rather than try and come up with a “plan of action”, such as the trade’s current fixation on creating "campaigns", use the “slow down” idea. Using “slow movement” thinking themes and ideas emerge through collaboration that can help the individual nurseries and garden centers who take part. Help the individual nursery do a better job, the customers will follow, and the “trade” will benefit. Actionable ideas that have a direct impact on the business, rather than a campaign which will have little or no effect on individual business. Guess I am just getting a bit tired of campaigns. So often it’s a forced movement that has no real underlying passion.

“Slow Gardening”, that’s something I can relate to. Our customers might ask, “I am already hungry for change in my life; show me how the garden can help. Help me slow down, and reconnect with the natural world. “ We ought to show the customers the benefit of doing business with us. That will really do something for our businesses.

If you’re an owner or employee of a independent garden center or nursery and want to join us go here.

To join our other trade group for nurseries, vendors, and garden media. Go here.

You don't need government funding to sell plants and flowers.

According to Garden Center Magazine, "Nursery, greenhouse and garden center operators in New York are joining together to promote and market their nearly $400 million industry in the state." According to the article, "Sunnyside owner Ned Chapman is president of the New York State Independent Flower Growers Marketing Council." He say's "We need to market the industry to government officials. We have to convince them that we are a worthwhile industry. Hopefully, this will lead to state funding for marketing that’s our goal.” This is what we have become? Promoting our trade to "government officials" so we can get state funding for an ad campaign, like one that have been used to promote other products like, “Apple a Day,” “Got Milk?” and “Pork: The Other White Meat.” You remember those? They came from a distant time when mass media ruled, and you just might be able to pull off promotions like that. Never mind that those kind of promotions likely wouldn't work these days. Never mind "The Internet" that changed everything and made those types of promotions "old school".

My advice to a garden center would be, ignore the cries for more government funding! Promote yourself to your customers using your own media. It's cheaper, more effective, and puts the message where those who need to hear it, can. Tell you state association about it today. It's called social media, and requires no government funding.

The indispensable garden center

The closest hydroponic shop to us is selling plants now. They are also touting the “local”, as in “your local garden center”. Fortunately for us, they don’t know what they are doing, but the trend is clear. Here in California the hydroponic market is beginning the great unwinding we predicted. Also as predicted, the forward thinking garden centers are starting to capture some of the formally exclusive hydroponic market, which includes the coveted “non-gardening” younger generations. You see, they are super enthusiastic about gardening, but on their own terms. Don’t patronize or talk down to these customers. They just want to know the “why” and “how” and “where from” more so than our older customers.

Today a trade magazine representative asked how we feel about our future as a garden center. The future is as bright as it can be in these uncertain times. In this particular northern California location my customer base is likely 50% under 30 years of age. So we have an interested younger group of potential long term customers. The separation of the hydro business and conventional garden centers is blurring, allowing us a larger customer base who just want to “grow their own”. Growing organically is huge and getting bigger. This is perfect for separating our business from the chemically heavy competition of box stores. They don’t carry three types of bat guano, brew their own compost tea, or sell “veganic” nutrients. The uncertainty in the economy, especially here in northern California continues to drive people to grow their own.

The challenges we face in the future should not be discounted. Yet, on this first day of summer I feel like some of what we have discussed and implemented over the last few years is paying off. Stay small, accessible, and enthusiastic. Drop lines and companies that don’t work. Carry stuff the competition doesn't, and be able to explain why it’s better. Go organic, and encourage your customers to do so by having what they need to accomplish it. I foresee a time when the local garden supply store may very well take its place once again as an indispensable part of the community. Be bold, and remember “small is cool”.

Doing what's important

This was the year we decided to close the garden center on Sunday’s for no other reason than it’s the day we decided on. Sure, in the past Sunday's we’re busy days, and I am sure we lose some business. Still, it gives me a chance to spend time with the people that matter, and it gives the nursery some rest time. We also set the phone answering machine to “on”, all day. If we are busy with people in the store, we will let the phone answer. “Hi, if you reached this message during our operating hours we’re out helping a customer and will return you call, just as soon as we’re done”. Now, instead of that frustrated look the in-store customer sees, they see a person who is focused on their needs.

“Hi, is the person in charge of (whatever) available to hear how we can save them money”?  No, they are not. We are a retail store and our phone is for retail business, however you can  e-mail us. “But, can I just have a few minutes…” At that point we hang up. In addition do not call this number again, only e-mail. If they do call back they forfeited their opportunity to sell to us.

When you a small business owner you are the sales department, marketing department, administration, etc. Oh, and we are also nurserymen, which sometimes plays second fiddle to these other needs. I believe much of the burnout and frustration we feel is we allow these other responsibilities to overtake what was the original reason we started in this business, to grow and sell plants.

What if you performed your craft so well that people made it a point to come to the store when you’re open, even if it wasn’t the most convenient time for them? What if you could be relaxed when talking to that customer, instead of stressing over the ringing phone? What if sales representatives actually didn't keep calling you back wondering why you don’t “jump on this deal”?

Just wondering what would happen if we considered our health, peace of mind, and craft as our number one priorities?

Thanks, and good luck!

What can you say about a company that lays off employees after they return from lunch? No advance notice, just "Thanks, and good luck". Plantation Products out of Norton, Massachusetts recently bought Ferry-Morse Seed, a company founded in 1856. According to WSPD's website,"a large employer lets almost everyone go and the community can't believe how they did it. Employees returned to the job after lunch only to learn they no longer have a job. It happened just after noon Friday at the 53-year-old Ferry Morse Seed Factory in Fulton, Kentucky." Who is Plantation Products? According to their website they, "can be found throughout the United States in national chains such as Wal-Mart, Home Depot, Osco Drug, Ace Hardware, TruValue Stores, and at many regional outlets." Ferry-Morse has been a box store staple for awhile so the two companies will likely fit well together. Seems they could have handled the employee concerns better. "Thanks, and good luck?"

We do not sell, or intend to sell products owned by these companies.

Facebook is just one of the tools available

For all the hype the Facebook stock offering is getting I find it a bit of a non-event. Sure it will be a way for early investors and insiders to get rich, but for the rest of us? Does anyone think Facebook is the end all when it comes to social media? Another, better one will come along in short order. Frankly the bigger it becomes the less enamored I am with it. Small is cool!

Small business should have a Facebook page, and stay involved. Don't however, put all you eggs in that one basket. Keep your e-mail list safe, and don't forget about reaching people directly with e-news. Facebook is just one of many tools available for small business. It's over-hyped right now, and that usually doesn't play out well. People will soon enough "get used to it" and the novelty will wear off. Look how quickly Pinterest got the attention and eyeballs.

I think the initial stock offering for Facebook may be the companies high point. It will now have to show constant growth for the investors, and that may eventually be it's undoing. It can happen. Remember MySpace?

Mastery, and staying small

My friends in the horticultural businesses have two choices. One is to align yourselves with the increasingly boring world of mass merchants, plant trademark companies, and mega growers. The second option can seem lonely at first, but  in my opinion is the way forward.  That market is smaller, but is willing to pay for craftsmanship, and quality. Just as in the restaurant business, there are places like Long John Silvers and Red Lobster, and then there is a place like the one featured in this movie trailer. It's about the world’s grea­test sushi chef, 85-year-old Jiro Ono. Whether you are into sushi or not, the story is about "mastery" of your craft, and staying small. The restaurant owned and operated by Jiro Ono is located in a subway station, and serves only sushi. No appetizers or side dishes, TV shows, or endorsements. Just a tiny ten seat restaurant, that you have to make reservations for a year in advance! If you have read this blog for any length of time you know I am found of saying, "small is cool". I believe it's the way forward for my small business, and perhaps yours. Jiro Ono and his restaurant are an example of what can be accomplished. Easy? No. Worthwhile? Yes.