center

Changes

img_1184.JPG What does a person interested in horticulture see these days when they look to the nursery trades for work? How different is it from the late 70’s when I stepped into the field? I know that when I began my journey on The San Francisco Peninsula independent nurseries dominated the landscape. There we’re no “box stores”. The only chain store completion was “K-Mart” and their hideous garden department.  We didn't even think of them as competition. The competition was independent in nature and included “Peters & Wilson” in Millbrae, “Burlingame Garden Center”, “Golden Nursery” in San Mateo, “Taylor Nursery” in Belmont,” Redwood City Nursery”, “Half Moon Bay Nursery”, and “Rogers Reynolds” Carriage Shop” in Menlo Park. I worked at “Christensen’s Nursery” in Belmont. Have I missed any?

If these places we’re competition, we didn't notice. There was camaraderie of sorts that even included meetings together with The Peninsula Chapter of The California Association of Nurserymen. There were also the meetings held by another trade group, the 49’er association, which is the precursor of today’s Master Nursery Association. There was no drug testing back in those days. I can’t even imagine where they would have found workers if they did. The meetings we attended we’re “quite the scene”. However most of us survived, even if the nurseries we worked at didn't. I believe all of the above named nurseries with the exception of Golden Nursery, Half Moon Bay Nursery, and Tyler’s are gone. I left for inland California in the late 80’s and have lived here since. What’s the scene like there now? Is it just as active, only different? Do most shop for garden supplies at Home Depot and Lowe’s now?

The bedding plant department was dominated with very young seedlings and cuttings sold in small “6 packs”. Rarely we’re they blooming. I remember when the first “jumbo packs” with blooming flowers arrived. Those we’re for the impulse buyers, while the more serious gardeners bought the younger plants.  Maybe it’s just my imagination, but it seemed these younger plants grew better, and bloomed longer?  Does anyone other than “Annie’s Annuals” still produce these younger, non- chemically treated bedding plants’ anymore? Seems so many now are treated chemically, and breed to bloom younger, so as to sell and ride in the trucking racks better.

There was no organic gardening department. I will say this is one area I am glad to see now. We sold stuff that has long ago been banned, and for good reason. There was really just no other option at the time. Rodale’s was the only publication I can remember promoting organic gardening. We lived and breathed Sunset Magazine. Our Saturday meetings included an advance notice from them on what they would be publishing that month. That way we could handle all the questions we would get concerning some article in the magazine.  Time magazine finally bought out the Lane family who had owned the publication for decades. Never was the same after that.

Monrovia Nursery was only located in Azuza, California. Their logo, which hung on every plant, was a man wearing a fedora, smoking a pipe. I would love to see if anyone still has one, or a picture of one. Customers would come in smoking pipes, cigars, or cigarettes. Shrubs and trees we’re gown in metal cans which we had to cut down the sides so they could be removed. “Would you like us to cut those cans open for you? Talk about a liability! I remember one customer cutting their hand and bleeding on the seat of their Bentley. We gave them a towel and band aid, and off they went. People didn't sue as often back then, or these things we’re handled out of court.

I don’t think things were better, or worse back then. It was just a different time and place. I do know we had lots of pride as nurserymen and women. Becoming a Certified Nurseryman was an honor, and at Christensen’s the uniforms we’re green and we had matching green pants. We looked like forest rangers, except for the long hair and ponytails on the guys. I thought we looked cool. I remember when we finally convinced our boss Jack Christensen to get with it, and allow us to wear shorts.

Never regretted my career choice.  It is an honorable profession, and one that is even more important these days.  I pretty much work by myself now, so interactions with fellow trades people is often only through The Internet. Since much of the above predates Silicon Valley, there is little recorded on The Internet concerning that general era in the nursery trade. I have connected with others after posting these history trips, so hence the purpose of my trip down memory lane today. It doesn't matter whether it was The Bay Area, or “across the pond” so to speak.  How has the trade changed since you first became involved?

 

Garden shops, do you sell this cool tool?

The amazing cedar stake. Sometimes the stuff we already sell is cool and unusual to those who don't know we sell them. Take these 4'tall cedar stakes which we're featured in a blog I follow called, "Cool Tools". Here is what the author say's about these "cool tools"." I used to buy tomato cages — open-ended, circular wire cages—to secure the plants — but they were never strong enough once the tomato plants got taller than 4 feet. The cages would slowly collapse, taking the plants with them, which was worse than if I hadn't used anything. Last summer I happened upon a simple, yet effective device to keep the tomato jungle under control: the cedar stake."

Did you hear that? The amazing cool tool known a 4' cedar stake. "Cedar stakes come in various lengths and can be found at any home-improvement or garden store. They are inexpensive, especially compared to tomato cages. I bought 6-foot stakes, one for each plant, and some stretchy vinyl tie that expands with the growth of plants." Wow!

The author mentions that you can buy them at home improvement stores and "garden stores" (notice we are not called "garden centers" any more). At the end of the post Amazon is mentioned as a place to by these amazing stakes at "12 4-foot stakes, $25" 

I found the post interesting since we in the garden center, I mean "garden shop" business, would likely never have looked at the lowly plant stake the way our potential customers might. We see them as a obvious choice when staking tomatoes while our potential customers see them as an amazing new way to hold up their vegetable plants.

We need to look at our businesses in a whole new light. Not the light of years of horticultural experience, but the eyes of potential new customers where everything about gardening is magical and full of fantastic devices to make gardening more successful   Sometimes those fantastic new new devices and ways of doing things are just something we forgot about in our efforts to keep abreast of "whats new".

 

Garden Centers are dead. Long live the garden center!

Whole Foods Garden CenterThe picture shows the "garden center" at our local Whole Foods. They have had the metal racks with the plants on them in years past. They have sold soil amendments, too. This year was the first time they decided to put their banner up proclaiming the front of the store a "garden center".

It's come to the point where anyone selling a few plants or soil amendments can call themselves a garden center. As the younger generations and new gardeners start to experience their first "garden center" the idea of  independent garden centers will diminish. Who needs a real garden center when they can buy the organic, locally produced vegetable starts at the grocery store (garden center).

This trend is here to stay. It means the number of independent garden centers will continue to decrease as businesses attach small garden outlets to their stores, and call them garden centers. The memory of what garden centers were will soon fade, as more and more of us buy our garden supplies at Whole Foods, Costco, The Farmers Market, Home Depot, Trader Joe's, The Hardware Store, The Hydroponic Store, online, etc.

Yes, there is still room for indie garden centers, but their numbers will be much decreased. The new era of garden retailing is here to stay. Where do you and your business fit in?

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.

 

Capitol Nursery in Sacramento closing it's flagship store

Capitol Nursery in Sacramento will be closing it's original retail outlet on Freeport Blvd. this Labor Day. According to The Sacramento Bee, "The chain's longtime owner, Chuck Armstrong, whose father and uncle founded the company in 1936, will retire at the end of August." Capitol Nursery has two other locations which will remain open.Over 40 part and full time employees will lose their jobs. Capitol Nurseries problems can be traced to a couple of obvious reasons. As Farmer Fred Hoffman said in The Bee Article, "It's the economy,...with the foreclosures, all those empty homes don't need landscaping." Also important, when gardening changed Capitol didn't change with it. According to owner Chuck Armstrong, "the closure of his flagship location indicates a disappointing culture change. Gardening no longer holds the old-fashioned allure that it did in the past. He said, "Years ago, on just about any block on a spring day, you would see dozens of people out in their yards, gardening. You just don't see that anymore."

This is why I feel staying small and nimble is the best bet for garden centers at this time. The changes come faster and faster these days, and large operations like Capitol have a difficult time turning the ship of commerce when necessary. When we went from selling mostly ornamental plants to selling vegetables there we're just too many gardening places still in business for the need. According to The Bee, "Since the start of the recession, nurseries around the country – including a half-dozen in the Sacramento region – have closed." There are plenty more to come.

What many people don't see are the suppliers who get hurt when this happens. Klupenger's Nursery, which has been supplying garden centers for 60 years just announced the closure of their Aurora, Oregon business. Between Capitol and Klupenger's there is 100 years of nursery experience being lost. While it's easy to say this or that is the reason these places are closing, it's a shame to see so many good nursery people out of work. Best of luck to them all.

I received this press release from Capitol Nursery after this post was written. Thanks to Keith Miner for forwarding this to me.

"Capital Nursery Freeport is Relocating All Operations to Elk Grove and Citrus Heights Stores. After 76 years, the Freeport Boulevard store is closing. The Elk Grove and Citrus Heights stores are under new management.

Capital Nursery, Northern California's premier choice for plants, landscape products, and garden services for more than three generations, is relocating its Freeport Boulevard operations to its Elk Grove and Citrus Heights stores at the end of this month. Under new management, the Elk Grove and Citrus Heights locations are ready to reclaim their long-held position as the number one trusted retail nursery in Northern California.

The Raley's supermarket chain, which for years has been interested in purchasing the nursery's Freeport property, recently made an offer that Capital Nursery could not turn down. A store closing sale will commence this weekend, offering a great opportunity for customers to stock up on gardening and landscaping needs. With the consolidation of operations into two locations, Capital Nursery is positioning itself to vigorously reestablish itself in the market, reconnect with longtime loyal customers, expand its customer base, and recreate the special quality garden center environment that Sacramento families have enjoyed visiting for decades.

About Capital Nursery

Founded in 1936 by the Armstrong brothers, Eugene and Charles, family-owned Capital Nursery has served multiple generations of Sacramento gardeners and homeowners. For decades, it had been the preeminent nursery in Northern California—with a reputation for the finest plant material and quality landscaping."

The indispensable garden center

Native lilies 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”.

Up-cycling?

How are your up-cycling efforts going? Do you find much of your recycling efforts go towards down-cycling instead? Do you have any idea what either if those terms mean? Neither did I until yesterday. How many of us in the "green knowledge" fields do?

When often use terms that we're more appropriate to the past. Terms like "garden center", "nurseryman", or "recycling" are somewhat archaic. How many places that sell horticultural supplies are truly the "center" of most peoples gardening efforts anymore? 20 years ago there was only one place to buy horticultural supplies, the local garden center. Not today. The term "nurseryman" really doesn't describe what most people selling garden supplies in retail do these days.

I am wondering if semantics may be a larger impediment to the survival of the "local garden center"  than we think. Do the younger generations just entering into their love affair with greenery even know what we mean when we say, "garden center"? I don't know. It caught me, and a roomful of Sacramento "Master  Gardeners" (another outdated term?) by surprise when the term up-cycling was used last night.  None of us knew, until someone online looked it up for us.

Words are powerful symbols. Maybe it's time to be more imaginative, and update our terminology to reflect the world we live in today? I am not suggesting we rush into making any huge changes yet. We should however open our minds to the idea that how we describe ourselves  or our offerings, may not relate in tomorrows world.

No Cats Allowed at The Earl May Nurseries

It seems the Earl May Nursery and Garden Center recently banned cats from it's stores. According to The WCF Courier "Steve and Ginny, it's fair to say, love their jobs. Each day they (the cats) greet customers out in the parking lot, escort them inside and are available to anyone. Each night, they rid the store of furry burglars --- mostly mice and chipmunks --- who try to steal the bird seed and corn. Both have been at their jobs longer than most of the other employees at Earl May Nursery and Garden Center in Cedar Falls --- especially Steve, who has been at the store for eight years."

Now it seems the employee who complained about the cats being fired has himself been fired! Again, according to The WCF Courier, "In speaking up for the two feline employees he worked with at Earl May Nursery and Garden Center, Rich Congdon hoped to keep them both on the job. Instead, his job might now be severed, too. The latter came after the Courier, and later several regional and national newspapers, ran his story last week after a corporate memo forbidding cats on store premises all but assured that cats Steve, 8, and Ginny, 4, would no longer be allowed to live and 'work' at the Cedar Falls store they've lived at for years." In addition according to the Courier, "Employees, not the company, pay for the cats' upkeep, and both regularly greet customers and rid the garden center of pests, Congdon told the Courier."

The story has now made it to The Chicago Tribune.  What do you think of this move by Earl May Nurseries?

Bringing Your Garden Business Into "The Now"

The plan is working! Slowly but surely we are bringing garden centers out of marketing's past and into the future with social media. Our group, Independent Garden Centers and Nurseries (IGC&N) is an informal venue where nursery professionals can meet and discuss. What I have noticed is often it's a forward thinking manager or employee who first joins. Kind of a "check it out for the boss" effect. Or it might be, "if I let you join will you quit bugging me about social media?"

So today there is a post in the group from a member who belongs to a large chain of well known  garden centers. She has just received a new smart phone form the owners! Why did the owners, who we're not huge fans of social media in the beginning relent? One of the reasons the owners gave was this persons work with our group, and social media. They are seeing results from her efforts!

To think that just being a active member of a group of like minded people could change the focus of a major garden business is exciting. It shows "ideas" and not "stuff" is where the action is. If you are looking for a way to bring your garden business into "the now" but are getting a little resistance from the powers to be, this might be one way.

If you are a employee or owner of a Independent Garden Center or Nursery ask to join here. You'll need a Facebook account, but that's easy to set up.  Maybe your boss will buy you a smart phone. Or perhaps you'll become so valuable to the company they can't see running it with out you. Either way it's a win for you and the business. The group is free to join.

The above picture is of  The Shakespeare Garden in Golden Gate Park. It's well hidden, just behind the California Academy of Sciences.

Are we the "green industry"?

Over at Garden Rant, Elizabeth's say's, "In 2012, it would be nice if..." then lists some of her wishes for the new year. One wish is, "Independent Garden Centers Would Stop Whining  About The Box Stores." Agree or disagree, it's something those of us in the trade are aware of. What caught my eye today however was  the last comment after the post. Tara, a regular commenter at Rant say's, "Nothing green-eco-friendly about the annual industry. (Green houses, heating, cooling, petroleum made packaging, transportation, insecticides, fungicides, fertilizer, man-made soil, irrigation & etc)."  Interesting observation.

Are we as green as we think, and does the public think along those lines also?  Is there a contradiction with a  garden center that say's it's "green", all the while carrying annuals and other plants produced at large greenhouse operations, as Tara describes?  Is there a marketing opportunity for garden business that actively advertise that they don't carry these plants?  Interesting, and further evidence that the trade is fragmenting along different paths.

A game changing trend

With all the talk about how to use social media one trend has emerged that has the potential to change the garden center trade more than any other. It's not the use of social media by the garden center as a tactic in their marketing efforts. It's the use of social media as a business to business tool.

This instant communication between garden centers has the potential to completely disrupt the way things are currently done.  Most recently The Dig, Drop, and Done campaign was "dropped" on us by the the Royal Trade Association for Nursery Stock and Flower Bulbs headquartered in Amsterdam, Netherlands. This 1.9 million dollar effort was designed by a PR Media company to promote the use of bulbs in the  garden. In the past it would have rolled out with great fanfare and never received any critical feedback from garden centers or nurseries. This time it was rolled out, and immediately critiqued by the trade.

This posses great problems for businesses that have in the past played the role of  "information gate keepers". What happens when the gates have been thrown open? Suddenly ideas that in the past would have been rubber stamped "approved" are put under a critical microscope. Money that once would have been thrown at advertising campaigns is now questioned. Companies that operated in  less than desirable ways are now exposed for all to see. Treat one customer poorly and all your other customers find out. The reveres is true. Treat your customers great and the next thing you know, others want your services.

This is exciting, as it has the potential to create marketing campaigns that actually work, since they have been designed by the very people they will most affect.  Is that wholesale company treating you differently than it's other customers? Now you can find out from your fellow nursery people. What do you think of selling plants online? Ask, and next thing you know your hearing from people who have been selling plants online and know the ins and outs. Is that gross margin on Christmas trees inline with the rest of the trade? QR codes really that big a deal? "We're all bombarded with being 'green' and 'sustainable'. How are you responding in your business practices? What education do you offer your customers/staff/suppliers?" Within two days 25 responses from fellow business people.

Get on the one trend that has the most potential to really change your business. It's the use of social media between like minded businesses. It's also a great training ground for your forays into customer based social media.  The only place for this type of interaction is here. It's on Facebook, and it is The Independent Garden Center and Nurseries (IGCN) page. You need to be an owner or employee of a Independent Garden Center or Nursery. Ask to join and usually within a couple of days your in. IGCN Group.

Don't Support Your Local Bookstore (or garden center)

I often feel like garden centers are up against much of the same issues as book stores. Having grown up in smaller, indie bookstores (that's all there once was), I find this post, "Don't support Your Local Bookseller" at Slate interesting.  Could the same things be said about your local garden center? How would you respond to a post titled, "Don't Support Your local Garden Center"? Interesting reading with one commenter saying that, "indie bookstores are like indie record stores (or indie garden centers)— they’re either great, or lousy, without much in-between. When the staff is composed of hipsters (experts) who look down on customers, they’re lousy". What say you?

Wanted: "Change Agents"

Are your in the garden center business? Are you interested in becoming involved with other "change agents" in our trade? Do you find some organizations to "top-heavy" with no real interaction amongst the members? I do, and have found the solution. It's the most active garden business page I have found on Facebook, Independent Garden Centers & Nurseries. To join you need to be working at, or own a retail garden center or nursery. The size of the nursery is not important, but rather the size of your ideas that matters. You'll get more information, in a quicker format than any other place, or event. No top down hierarchy to water things down. No advertising. No mass merchants. No vendors. No wholesale growers. Cost? Your time. Results, usually within minutes. We are now an international group with members from Europe joining in.

Just yesterday someone in our group asked, "How are Christmas Tree Sales so far?". This morning there are 22 comments. Real time results. Another member the day before asks, "Have any of you relocated your business from an out of the way location to a better location?" 16 comments by the end of the day. Again, nowhere is there this kind of interaction in our trade on any other trade media page.

Why do we get results? The people on the page WANT to be there. It's not about "being a member", but rather seeing results. Many of our members have mentioned how the ideas that have been discussed on the page, when implemented have produced positive outcomes.

If you feel like your just not getting the results you would like from your current efforts, join us and make a difference. Go to our Facebook Page, ask to join, and be patient. It takes three days to be accepted, but it's worth the wait. You'll be amongst others who see things a little differently than the mainstream.

Don't just stand there, "Plant Something!"

While the folks at the Connecticut Nursery & Landscape Association are putting together focus groups to find out "Why People Don't Buy Plants From Us" The Arizona Nursery Association figures to heck with focus groups. We know what the public needs. They need to be told to "Plant Something". According to the website of the Association, "ANA received a USDA Specialty Crop Grant this last year to promote the nursery industry. To do this, ANA is working with Park & Co., professional advertising firm, to develop a state wide campaign promoting planting and the benefits that go along with it. The campaign debuted at the 2010 Earth Day celebration."

According to The Park & Co. website the campaign is "a fun, semi-radical campaign that sows new perspectives on the importance of greenery into the minds of Arizonans." Semi-radical? That's what the trade needs right now, "semi-radical" action. I am not even sure if those two words can go together. Well, The Arizona Nurseries paid good money for it, so it must make sense.

Our trade is adrift. What amazes me is after all the talk we have had concerning social media these groups continue to attempt the "old-school" method of trying to reach everyone, including people who just don't want to "plant something". What we really need to do is focus on our current customers, and allow them the tools to help spread our message.

Check out this list of participating nurseries.