Challenges and Opportunities in the Challenges and Opportunities in the

Changing World of Horticulture Changing World of Horticulture

Fred T. Davies, Jr., Professor Fred T. Davies, Jr., Professor

Department of Horticultural SciencesDepartment of Horticultural SciencesTexas A&M UniversityTexas A&M UniversityCollege Station, TexasCollege Station, Texas

The Handwriting on the Wall:The Handwriting on the Wall:

Change Happens:Change Happens: They keep moving the cheeseThey keep moving the cheese

Anticipate Change:Anticipate Change: Get ready for the cheese to moveGet ready for the cheese to move

Monitor Change:Monitor Change: Smell the cheese often so you know Smell the cheese often so you know when it's getting oldwhen it's getting old

Adapt to Change Quickly:Adapt to Change Quickly:The quicker you let go of the old cheese, The quicker you let go of the old cheese, the sooner you can enjoy the new cheese.the sooner you can enjoy the new cheese.

Alexander Graham BellAlexander Graham Bell

OpportunityOpportunity

"When one door closes, another opens…………"When one door closes, another opens…………

……but we often look so long and so but we often look so long and so regretfully upon the regretfully upon the closed doorclosed door that that we we do not see the one which has do not see the one which has openedopened for usfor us."."

Changes Affecting the Public LandChanges Affecting the Public Land--Grant SystemGrant System

1987 National Research Initiative Changed Formula Funding.1987 National Research Initiative Changed Formula Funding.

Competing in a Global Economy Competing in a Global Economy ---- Food is cheap, 9% of disposable income,Food is cheap, 9% of disposable income,high production efficiencies, $ billion surpluseshigh production efficiencies, $ billion surpluses

Cooperative Agriculture Extension Service now Cooperative Agriculture Extension Service now

Cooperative Extension ServiceCooperative Extension Service

Shifting clientele needsShifting clientele needs----society, not just Ag producers society, not just Ag producers

Federal & State Funding will Remain Flat Federal & State Funding will Remain Flat -- state state assisted (assisted (locatedlocated??) ) universities. universities.

Family, Health, HappinessFamily, Health, Happiness

Being Competitive in a Global EconomyBeing Competitive in a Global Economy

ValueValue--Added CropsAdded Crops

Adjusting Ag to Climatic ChangeAdjusting Ag to Climatic Change

Good Stewards of the Environment & Natural ResourcesGood Stewards of the Environment & Natural Resources

Making Agricultural Enterprises ProfitableMaking Agricultural Enterprises Profitable

Making our Families and Communities StrongMaking our Families and Communities Strong

A Science Roadmap for AgricultureA Science Roadmap for Agriculture(November 2001)(November 2001)

National Priorities NASULGEC & ESCOPNational Priorities NASULGEC & ESCOP

Modifying Foods for Improved Health & SafetyModifying Foods for Improved Health & Safety

ChallengesChallenges

Achilles heel of Horticulture Achilles heel of Horticulture –– we are Ubiquitouswe are Ubiquitous–– What is Hort??What is Hort??

Public/ Young person’s negative image of Ag, Farmers, “Crops”, Public/ Young person’s negative image of Ag, Farmers, “Crops”, Horticulture, Floriculture Horticulture, Floriculture ––low tech, low pay, low margins, tough work low tech, low pay, low margins, tough work environment. environment. Internship ExperienceInternship Experience

Marketing ProblemMarketing Problem, need to turn Hort upside down: “nursery crops”, need to turn Hort upside down: “nursery crops”——exterior/interior design/decorating business; improve life styleexterior/interior design/decorating business; improve life styles, sense of s, sense of wellwell--being & psychological health, quality of life being & psychological health, quality of life ––compete with compete with discretionary products & people’s leisure time.discretionary products & people’s leisure time.

Gardening #1 PastimeGardening #1 Pastime: : $38.4 billion$38.4 billion dodo--itit--yourselfyourself--78% US households, 84 78% US households, 84 million households] lawn & garden products/$457 household; million households] lawn & garden products/$457 household; $31.3 billion $31.3 billion professional servicesprofessional services = consumers spent $69.7 billion on lawns & gardens = consumers spent $69.7 billion on lawns & gardens (NGA; (NGA; www.garden.orgwww.garden.org ))

Challenges (con)Challenges (con)

Applied Research poorly fundedApplied Research poorly funded ——lack of marketing order/checklack of marketing order/check--off systemoff system–– lack of unified/coordinated lobbying/leveraging.lack of unified/coordinated lobbying/leveraging.

National NurseryNational Nursery--Floriculture InitiativeFloriculture Initiative (SAF/ANLA) from Farm Bill ($6 M (SAF/ANLA) from Farm Bill ($6 M discretionarydiscretionary——future $21 M); not President’s budget.future $21 M); not President’s budget.

Hatch Funding (Experiment StationHatch Funding (Experiment Station): ): $178 M $178 M ––20052005; ; $89 M $89 M ––20062006; ; $0 $0 -- 20072007

Not Joining/participating in ASHS Not Joining/participating in ASHS ----6/50+ faculty at Cook College6/50+ faculty at Cook CollegeVolunteerism ethic within membership Volunteerism ethic within membership

ChallengesChallenges

Urbanization of Agriculture Urbanization of Agriculture ---- 85% population in Texas is Urban85% population in Texas is UrbanNo farm experience/exposureNo farm experience/exposure

Problems of Horticulture Producers Problems of Horticulture Producers not high priority to Legislatorsnot high priority to Legislators ——alleviating the political pressure & fixing problems of their coalleviating the political pressure & fixing problems of their constituents nstituents

–– Hort need to interact with other disciplines to help solve/fix sHort need to interact with other disciplines to help solve/fix societal & ocietal & economic problems.economic problems.

GlobalizationGlobalization——if it can be grown elsewhere & cheaper if it can be grown elsewhere & cheaper ––going to happen; going to happen; social/economic impactsocial/economic impact on rural communities.on rural communities.

Making Hort companies more competitive, finding new niches, Making Hort companies more competitive, finding new niches, improving bottom lines.improving bottom lines.

OpportunitiesOpportunities

Marketing Horticulture Marketing Horticulture ---- More Nimble, Flexible, Think & CommunicateMore Nimble, Flexible, Think & Communicatein Uncommon Waysin Uncommon Ways

Ornamental crops, #3 commodity cropOrnamental crops, #3 commodity crop in US after corn and soybean; in US after corn and soybean; ornamentalsornamentals--horticulture #2 commodity in Texas after Beef; bigger than Cottohorticulture #2 commodity in Texas after Beef; bigger than Cotton.n.Not SubsidizedNot Subsidized

Specialty Crops (Horticulture) represents > 50% of all Ag CropsSpecialty Crops (Horticulture) represents > 50% of all Ag Crops

Successful Hort producers are: sophisticated, creative business Successful Hort producers are: sophisticated, creative business people using people using state of the art marketing & production systems, producing and tstate of the art marketing & production systems, producing and tracking racking inventory with GPS to computerized bar code scanning systems inventory with GPS to computerized bar code scanning systems

Dealing with health and welfare issues, social problems Dealing with health and welfare issues, social problems –– putting putting together problemtogether problem--solving packages with other disciplines. solving packages with other disciplines.

Opportunities (con.)Opportunities (con.)

Disconnect of young people with math and science (in grammar schDisconnect of young people with math and science (in grammar school, i.e. ool, i.e. age 10+) age 10+) –– outsourcing to India, China, other regionsoutsourcing to India, China, other regions––Junior Master Gardner's ProgramJunior Master Gardner's Program

Need to better partner with other groups: Strategic ties with InNeed to better partner with other groups: Strategic ties with Industry / dustry / stakeholders; National Gardening Association stakeholders; National Gardening Association ---- NSF, NASA, DOD, NIH, CDC. NSF, NASA, DOD, NIH, CDC.

There will be no longThere will be no long--term human presence on the moon or Mars without HORT. term human presence on the moon or Mars without HORT.

Repositioning of $ away from landRepositioning of $ away from land--grant Experiment Stations to national grant Experiment Stations to national competitive grants competitive grants ––Needs to be a demonstrated tieNeeds to be a demonstrated tie--in of grant with its in of grant with its application application –– bringing in the applied, extension, delivery system with grantsbringing in the applied, extension, delivery system with grants if if they are to be funded. they are to be funded.

We are going full circle where theWe are going full circle where the gene jocks/molecular biologists are gene jocks/molecular biologists are going to have to collaborate with the application/applied speciagoing to have to collaborate with the application/applied specialistslists. . ROIROI..

Opportunities (con)Opportunities (con)

$80K initial phase one; $300k phase two$80K initial phase one; $300k phase two——have 50% chance of acceptance; have 50% chance of acceptance; currently $8.2 million in CSREES; biological approaches to improcurrently $8.2 million in CSREES; biological approaches to improving ving floriculture production; postfloriculture production; post--harvest handling of specialty crops; reduction of harvest handling of specialty crops; reduction of manual labor; manual labor;

CSREES administers the national research initiative awards (NRI)CSREES administers the national research initiative awards (NRI)competitive grants program; competitive grants program;

www.egov.comwww.egov.com –– all info on government grants updated. (Jim Green).all info on government grants updated. (Jim Green).

SBIR grants (Small Business Innovation Research) SBIR grants (Small Business Innovation Research) www.csrees.usda.gov/fo/sbirwww.csrees.usda.gov/fo/sbirGrants available via CSREES (USDA)Grants available via CSREES (USDA)——$19 million FY2006; $19 million FY2006; 11 other federal agencies: USDA, NSF, NIH, CDC; 11 other federal agencies: USDA, NSF, NIH, CDC; Partnering between industry & academia.Partnering between industry & academia.

UrbanizationUrbanizationOpportunities in Opportunities in Urban Agriculture:Urban Agriculture: Horticulture, Ornamentals, Agronomy, TurfHorticulture, Ornamentals, Agronomy, Turf--golf, golf,

Forestry, SoilsForestry, Soils, , Social Sciences, Medical Sciences.Social Sciences, Medical Sciences.

Vegetables, herbs, dandelions in Vineland, Cumberland County, NJVegetables, herbs, dandelions in Vineland, Cumberland County, NJ –– $50$50--60 60 million fresh market vegetables, ethnic type vegetables; hydropomillion fresh market vegetables, ethnic type vegetables; hydroponics in nics in Cumberland County.Cumberland County.

NicheNiche-- Opportunities of Ag are in HORTICULTUREOpportunities of Ag are in HORTICULTURENeed for new, different products, tough plants for nongardeners;Need for new, different products, tough plants for nongardeners;Nursery stock Nursery stock ––producing stuff that doesn’t ship wellproducing stuff that doesn’t ship well——–– 22--gal herbaceous gal herbaceous

perennials.perennials.

Health/quality of life issuesHealth/quality of life issues: Buying fresh foods at farmer’s markets & eating : Buying fresh foods at farmer’s markets & eating seasonally vs. processed foods.seasonally vs. processed foods.

Small landscapes Small landscapes –– green lawn green lawn concept. Landscaping niches: pop in pot niches: pop in pot systems along the NJ shoresystems along the NJ shore-- trickle irrigation trickle irrigation –– landscapers have landscapers have annual contracts, own, seasonally change out plants; agreed upoannual contracts, own, seasonally change out plants; agreed upon n landscapes: 2 to 12 gal containers.landscapes: 2 to 12 gal containers.

McDonalds trying to shed its “fatMcDonalds trying to shed its “fat--boy” image.boy” image.

Want any Fruit with that Big Mac or kidWant any Fruit with that Big Mac or kid’’s Happy Meal??s Happy Meal??

TexTex--Macs Macs ––Chipotle’s Restaurants, healthy burrito; 2% avocado’s in USChipotle’s Restaurants, healthy burrito; 2% avocado’s in US

McDonalds: Salads, fruits (Apple Dippers): lettuce, tomatoes, McDonalds: Salads, fruits (Apple Dippers): lettuce, tomatoes, apples (0.5 apples (0.5 --5%); [5%); [Salads Salads –– most successful menu introduction in past 10 yrsmost successful menu introduction in past 10 yrs].].

Largest buyer beef, potatoesLargest buyer beef, potatoes——focusing on fresh fruits & vegetablesfocusing on fresh fruits & vegetables——major major player in $80 billon US produce industry.player in $80 billon US produce industry.

Processing Gala apples at Missa Bay/Ready Pac Produce (SwedesborProcessing Gala apples at Missa Bay/Ready Pac Produce (Swedesboro, NJ) o, NJ) ––growing more Cameo & Pink Lady applesgrowing more Cameo & Pink Lady apples——crispness & flavor.crispness & flavor.

Grape tomato sales +25% since 2003 (Procacci Brothers Corp, CedeGrape tomato sales +25% since 2003 (Procacci Brothers Corp, Cederville, NJ)rville, NJ)

Consilience?Consilience?

Edward O. Wilson Edward O. Wilson

“a jumping together”“a jumping together”

encourages those who study the sciences, the encourages those who study the sciences, the humanities and the arts to bridge the gaps between their humanities and the arts to bridge the gaps between their narrow specialisms narrow specialisms

and so link together all the branches of learning and so link together all the branches of learning ---- an an aim which goes back to the thinkers of the time of the aim which goes back to the thinkers of the time of the Enlightenment.Enlightenment.

Lisa Whittlesey $1.2 million Lisa Whittlesey $1.2 million –– Meadows, Houston, Roberts & Heep FoundationsMeadows, Houston, Roberts & Heep Foundations

$250k/yr curricular sales (70% schools, 30% Scouts, Girls/Boys c$250k/yr curricular sales (70% schools, 30% Scouts, Girls/Boys clubs, 4lubs, 4--H).H).

Building youth leaders by utilizing environmental sciences to deBuilding youth leaders by utilizing environmental sciences to develop velop academic skills, character education, service learning, Ag awareacademic skills, character education, service learning, Ag awareness, ness, nutritionnutrition——eating habitseating habits——fruits & vegetables. fruits & vegetables.

Teaching Standards for Math, Science, Social Studies, Language ATeaching Standards for Math, Science, Social Studies, Language Artsrts

Level One: 3,4 & 5Level One: 3,4 & 5thth gradesgrades; ; Level Two: 6,7 & 8Level Two: 6,7 & 8thth gradesgrades

$175k to develop curriculum: feedback, trends, development$175k to develop curriculum: feedback, trends, development

Reach 1 million youth annually; affiliations & partners: NWF, 4Reach 1 million youth annually; affiliations & partners: NWF, 4--H, H, Disney, Peace Corps, CDC, AHS, NGA, Minute Maid, TNLA, Disney, Peace Corps, CDC, AHS, NGA, Minute Maid, TNLA, USDA Food Stamp nutrition program.USDA Food Stamp nutrition program.

No Segment of Agriculture is Better Situated than No Segment of Agriculture is Better Situated than HORTICULTUREHORTICULTURE to Address Societal Problems to Address Societal Problems & to Produce Niche Markets with new Horticultural & to Produce Niche Markets with new Horticultural Products & Services.Products & Services.