Monrovia Nursery's latest scheme

Monrovia Nurseries has come up with yet a new scheme they hope independent garden centers (IGC's) will jump on. According to Garden Centers Magazine,“Monrovia Nursery is launching an e-commerce website by mid-January 2014, and consumers will be able to buy plants directly from the company. But Monrovia won’t ship the purchased plants to gardeners’ homes. Instead, the California-based nursery will deliver the plants to participating independent garden centers, which will then distribute them to customers.”

The customer chooses the plants at the Monrovia website. The plants are pre-priced according to what Monrovia feels is an “appropriate retail price”. The plants are then shipped to the local IGC for pick-up by the end customer. According to David Kirby, vice president of sales at Monrovia,“The plants will be delivered directly to the stores, and the garden centers will receive the normal retail markup from the sale. Once consumers purchase the plants, they’ll receive a message indicating that Monrovia will ship them to the local IGC once they have finished growing and are in prime condition. The plants will be delivered between March and May, have a label with the gardener’s name, a thank you tag and a fresh, clean container.”

Of course Monrovia hopes IGC’s will jump on board with this. It was IGC’s who tried to help Monrovia out of a jam just a couple of years ago, but to no avail. Monrovia threatened to go out of business or into the chain and box stores if IGC's didn't buy more plants. Many IGC’s did buy extra plant stock, but to no avail. Turns out Monrovia had been planning on going into the chain stores all along, and used the IGC’s long standing relationship of support to sell a few more plants. Monrovia eventually headed to Home Depot. These day's they sell their plants through Lowe's.  Why wouldn't Monrovia eventually just sell and ship the plants directly to the end customer, keeping all the profit?

I have followed and reported on Monrovia for years. Monrovia is doing exactly what is to be expected these days as the horticultural trade continues to fragment, and shrink. It's the future, and it would be unwise of them not to at least look into it. However, expecting the (IGC) to help them out again? Seems a bit of a reach. How does that saying go? “Fool me once shame on you, fool me twice shame on me”.

Our future customers are in debt, and out of work

The greatest challenge garden centers face is the declining size of the next generation, as well as the enormous debt the next generation is responsible for. The New York Times had this article concerning the student debt the next generation is amassing. Imagine coming out of college owing 150,000 USD and trying to find work in one of the worst job markets in decades. These are the people who are going to buy houses and shop at the local garden center?

Not only is the next generation in debt, and facing an awful job market, but there are just fewer of this generation to replace the boomer generation who is retiring. If the garden center trade is waiting for economic recovery to take place and get back to the way things we’re, it’s going to be waiting a long time. There are just too many garden centers, home stores, box stores, and wholesale suppliers selling plants for the market. Further shrinkage of the trade is inevitable.

I know most in our trade are tired of hearing about how the next generation doesn't want to garden like their parents did. I imagine it’s because we just don’t know what to do. I was talking to a friend who is a wine maker, and that industry is looking at the same thing. They are not buying or drinking wine like their parents did. There is way too much acreage in this State of California growing grapes for the need. How many of these young people can afford $20 USD on wine? How many just don’t drink wine? That trade is shrinking just like the garden center trade.

The younger generation is interested in growing food to eat, and some of the same gardening their parents did. There just isn't enough of them with homes and steady jobs to support the trade. I expect to see the results of this trend first in Europe where the youth unemployment is skyrocketing. It’s already begun and those of us who wish to stay in this trade will have to figure out how to service a shrinking demographic who's interests are different than the generations who helped build the trade.

The only certainty is a smaller and poorer demographic will be our next generation of customers. What can be done to survive and prosper in this environment? I think the future is very bright for those who can figure out which path to take. There will just be a lot fewer of us on that path.

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.

Horticulture is a trade for the future

Spring has arrived here in the mountains of Northern California. The Redbuds have just finished blooming and the native Ceanothus are in full bloom. Customers have returned, and many are anxious to get the garden going. Thank goodness for our trade and our communities that people have taken such an interest in food production. It's a lifeline for some business that had depended on "ornamental" (plants that cannot be consumed) sales in the past.

In my opinion the trend towards bringing food production closer to the end user will intensify. The time will come when even city dwellers will have the option to rent an apartment in a building that, as part of the rental agreement  includes a supply of food grown in the building. We could see the roof utilized when the weather is appropriate,  and when it's not a floor dedicated to the production of food under lights. Who will operate and grow this food? The next generation of horticulturist.

It's a fantastic time to be involved in horticulture. That may sound odd given the number of closing garden centers and suppliers. Make no doubt that the trade is in the throes of huge change. We know that change often occurs during times of social and economic upheaval when the only choice is to "change or die".

It's a trade that's made for the future, once we "in the trade" see that things have changed and doing business the way we learned may not work in this new environment. We must be open to new ideas, as well as new definitions of what it means to be a "gardener". I think the plant businesses that will flourish will be those who recognize this, and not be held back by what we "think" a garden center should be. The key is to look at the change going on around us, and use it as an  opportunity for making things better.

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.

The Future of Horticulture

I was asked if their was much of a future in horticulture. They we're interested in whether to pursue it as a career. This is what I wrote back.

The future of horticulture is the future of man. They cannot be separated and as such horticulture will become even more important to our lives in the future. The future for the horticultural sciences has never been brighter. Like many subjects the field is changing rapidly and what worked in the past sometimes does not work in the present. Many of the traditional connections that people made with horticulture are changing. To be successful as an entrepreneur of the horticultural field requires the ability to change quickly as your market changes. No longer is their a set path for anyone to follow.

A whole new generation of gardeners needs education, the tools, and the inspiration to take us further into the 21^st century. The possibilities for producing food closer to those who need it, as well as food safety  will open whole new areas for urban horticulture, hydroponics, pomology, herbology, etc. As more people discover the benefits of plants new ways to utilize them will need to be developed. Miniature gardening, vertical gardening, water gardening, locally supplied flower gardening, and more.

I have never been more optimistic in the power of horticulture to change the world for the better. Many of the traditional players in horticulture are disappearing, only to be filled by new players with different methods.

The Future of Horticulture

Are you interested in the future and horticulture? I am! Having been in the field of horticulture for over 30 years I have seen the rapid changes that going on.  Urban gardening, aquaponics, LED grow lights, hydroponics, plants in space, The Internet, guerrilla gardening, genetically modified organisms (GMO's), rooftop gardening, beneficial plant fungus (Mycorrhiza) , and so much more. Thinking about all this stuff is exciting to me, and perhaps for you.

We located this new community, "The Future of Horticulture" at Google+. If you have an account with Google simply ask to join. If you don't have a Google+ account this would be a great opportunity to join, and learn this newest of media platforms. I found it interesting the the first member to join was a hydroponic shop in San Francisco. I think horticulture has fragmented into many different fields of study. Sometimes these different fields don't realize the others exist. This is a place learn about these different aspects of horticulture, and how they are changing the world.

According to Wikipedia, "horticulture involves eight areas of study, which can be grouped into two broad sections - ornamentals and edibles:

• Arboriculture is the study of, and the selection, planting, care, and removal of, individual trees, shrubs, vines, and other perennial woody plants.
• Turf management includes all aspects of the production and maintenance of turf grass for sports, leisure use or amenity use.
• Floriculture includes the production and marketing of floral crops.
• Landscape horticulture includes the production, marketing and maintenance of landscape plants.
• Olericulture includes the production and marketing of vegetables.
• Pomology includes the production and marketing of pome fruits.
• Viticulture includes the production and marketing of grapes.
• Oenology includes all aspects of wine and winemaking.
• Postharvest physiology involves maintaining the quality of and preventing the spoilage of horticultural crops."

How will these different fields of study evolve? Join us in "The Future of Horticulture", and we can find out together.

Stop Stealing Dreams

So after I post the inspiring story yesterday concerning the Classroom Farm in the Bronx I was directed to an article in the NY Daily News. The article say's the program was terminated. According to the Daily News, "A celebrated classroom farm that yielded fresh produce and great jobs for students at a South Bronx public high school has been quietly shut down." It continues, "Green Bronx Machine withered last August when Ritz was moved to a basement classroom and told to stop growing food at Discovery". The Daily News says, "The city Department of Education referred questions to Discovery Principal Rolando Rivera, who failed to return repeated requests for an interview about why the program was shut down." Without the details it's hard to understand why the program was halted. Maybe a New York reader might have the answer? I do know our school system is broken. Here is a great video with Seth Godin that I watched right after watching the video on the school farm. What Seth say's dovetailed so well with what I saw in that Bronx video. It's called, "Stop stealing Dreams" It's 16 minutes well spent if your at all concerned with how the kids are being "educated" and what we can do about it. Seems the title, "Stop Stealing Dreams" fits well with the closing of the school program.

http://www.youtube.com/watch?v=sXpbONjV1Jc

A teacher and students using horticulture to change their world

http://www.youtube.com/watch?v=lcSL2yN39JM&playnext=1&list=PL587786522B73DCBA&feature=results_video This is a great TEDx Talk featuring teacher Stephen Ritz and his Bronx classroom. According to the YouTube page, "With the help of extended student and community family they have grown over 25,000 pounds of vegetables in the Bronx while generating extraordinary academic performance. His Bronx classroom features the first indoor edible wall in NYC DOE which routinely generates enough produce to feed 450 students healthy meals and trains the youngest nationally certified workforce in America."

The future is now, and horticulture will play a huge role. Very cool.

"BOTANICUS INTERACTICUS": Interactive Plant Technology

This is a research project from Disney where plants with electrodes placed in the soil turn the plant into a multi-touch interface that can operate computers and other electronic devices. Fascinating stuff.

"Botanicus Interacticus is a technology for designing highly expressive interactive plants, both living and artificial. The technology is driven by the rapid fusion of our computing and living spaces. Botanicus Interacticus an interaction platform that takes interaction from computing devices and places it anywhere in the physical environment. In particular we are targeting living plants.

Botanicus Interacticus has a number of unique properties. This instrumentation of plants is simple, non-invasive, and does not damage the plants. It requires only a single wire placed anywhere in the soil. The interaction with plants goes beyond simple touch and allows rich gestural interaction. Examples include: sliding fingers on the stem of the orchid, detecting touch and grasp location, tracking proximity, and estimating the amount of touch contact between user and a plant.

Botanicus Interacticus also deconstructs the electrical properties of plants and replicates them using electrical components. This allows the design of a broad variety of biologically inspired artificial plants that behave nearly the same as their biological counterparts. The same sensing technology is used with both living and artificial plants.

A broad range of applications are possible with Botanicus Interacticus technology: designing interactive responsive environments and new forms of living interaction devices as well as developing organic ambient and pervasive interfaces."

Botanicus Interacticus: Interactive plant technology.

Just gardening?

Just received a note from a garden supplier addressed it to a fellow "farmer." I am a nurseryman, but O.K., I get it. We're all farmers now. I think it's our way of describing why we would work hard, get dirty, and end up with sore muscles. Seems we need to call ourselves "farmers" so as to justify the hard work. After all, we are not just making things "pretty", we're feeding the world!

Seems as more people become involved in gardening the desire to justify the work takes hold. You cannot "just garden" anymore, or describe yourself as a "gardener". We are now "guerrilla gardeners", "guerrilla grafters", "farmers", "urban farmers", "garden ranters", "pothole gardeners", "hydroponic farmer", etc.

When you hear that "gardening" is on the "way out" you'll know different. In the past we we're all happy to follow the rules set forth by the "gardening powers to be". Now many want to make it our own. As a garden trade professional, who are you focused on? The "gardening public", or the people who will help keep the business humming? Find a market, and build your biz around that. Don't chase the masses, as you'll end up at the local box store. That's where the "gardening public" goes, and that's the last bastion of  "the gardening powers to be". It's there where they will make their final stand, and that's great. Having all that conventional garden stuff in one place helps  us smaller operations find the smaller, and more interesting niches left.

Are You a Member of Generation Flux?

Rarely do I buy magazines. However the latest issue of Fast Company caught my eye. The cover story is "This Is Generation Flux, Meet The Pioneers Of The New (And Chaotic) Frontier Of Businesses". According to the article, "the future of business is pure chaos. Here's how you can survive--and perhaps even thrive." We read interviews from various people who are managing to survive and thrive in the new business climate.

The nursery trade is obsessed with how to appeal to a younger demographic. What's cool about  Generation Flux is it's not age based, like Generation X, Y, or "The Baby Boomers". You can be any age, and be a member of Generation Flux.  It's not just about the fast changing business climate, but the whole changing at the speed of light world we find ourselves in.  You can be 20 or 60, and still be a member of this inclusive generation. Generation Flux ties together differing generations, while labels like Generation X are exclusive to someone born during that period.

I am growing weary of the supposed divides between differing generations. We are all trying to feel our way through this new world, older and younger together. What binds us is a willingness to accept the challenges, and change when necessary. Sure, it can be harder for the older members of this tribe to make those changes, but try they must. Easy or hard, change is coming and how you respond is what matters, not your age.  Welcome to Generation Flux.