Minutes: April 2, 2013 - Aggie Horticulture 02... · Those voting: Jimmy Klepac, Jack Weatherford,...
Transcript of Minutes: April 2, 2013 - Aggie Horticulture 02... · Those voting: Jimmy Klepac, Jack Weatherford,...
Minutes: April 2, 2013 Chair Holder: Dr. Charlie Hall Members Present: PJ Ellison-Kalil (Committee Chair), Ellen Ellison, Mike Williams (Vice Chair), Jack Weatherford (Secretary), Chip Mello, Stan Pohmer, Wanda Weder, Jan Couch, Justin Marotta, Jimmy Klepac, Kevin Norris, Martha Trubey, Bill Foster, Ken Altman, Dianna Nordman, Richard De Los Santos, Amy Graham, Dan Lineberger. Members Absent: Lela Kelly and Jim Ellison. Meeting called to order at 10:05 by PJ Ellison-Kalil Introductions:
Ken Altman was introduced as the newest member of the Advisory Committee. Approval of minutes from October meeting:
Corrections: L/S should read landscaping. Motion made to approve the minutes and seconded. Motion Passed.
Financial Report: Charlie Hall
The attached report was presented. Ad Hoc Committee Report: Justin Marotta
Discussed the recommended bylaws changes. Questions and comments. A vote was conducted by roll call of the permanent
members. Those voting: Jimmy Klepac, Jack Weatherford, Stan Pohmer, Mike Williams,
Kevin Norris, Ellen Ellison, PJ Ellison. Bylaws changes passed. As a recommendation, Justin suggested a “Calendar of Events” section on the
website that advisory committee members could refer to for information regarding Chair and Advisory Committee activities and deadlines. Charlie agreed and will investigate the best alternative.
Hort. Department Update: Dan Lineberger
Dan described the review process the dept. programs have to go through. The Hort. dept. offers a B.S. and a B.A. degree. Dan said enrollment has gone up
since offering the B.A. program. The university is pushing for more “high impact” or “experiential” learning. This
includes internships and studies abroad. Texas A&M is rated number 5 in the 2011 Hort. Science Academic Program
Review.
Distinguished Lecturer: Charlie Hall Date set for Wednesday, October 16, 2013. Potential lecturers include Texas Agriculture Commissioner, Todd Staples; SAF
Government affairs, Drew Gruenburg, and Craig Regelbrugge with ANLA. Future Role: PJ Ellison-Kalil
Given that the advisory committee has fulfilled much of its mission (as outlined in the bylaws), PJ wanted everyone to think about what the future role of the advisory committee could be so we could discuss it at the Oct. meeting.
PJ will put together a summary of what we have accomplished so far and get it distributed to us.
Ex Officio Updates Amy Graham - TNLA
Texas Water Smart Program Hort. Synergy Summit. Hort. related associations got together to open a line of
discussion on similar issues. Next meeting May 30th. Dianna Nordman - TSFA
High school certification. Social media as a marketing tool.
o Grant money used to …stop “in lieu of flowers”; create a video showing the importance of plants and flowers at funerals; and attend the Funeral Directors Convention
Richard De Los Santos – TDA GoTexan campaign growing Discussed TDA activities at the State Fair. The Specialty Crop Block Grants were used for advertising Valentines Day,
landscaping, watermelon and vegetable crops. Universities now have to work with a commodity group to get Block grants.
Projects Update: Charlie Hall
A complete listing of Chair activities is in the attached update report. The Specialty Crop money is gone. Looking for money for water-related research. AFE & ANLA Grants. Importance of water conservation at the retail level. Educational meeting put on by OFA & ANLA called “Next Level”. The inaugural Executive Academy for Growth & Leadership (EAGL) has 10
people involved & held first meeting. Seeley Conference 2014 will concentrate on water issues. A plethora of water information is on the Ellison Chair website.
Discussion of extra business -- Fall meeting to be held Oct 16,17, 2013 Meeting was adjourned at 11:50 a.m.
Summary of endowment account to date:Endowment balance $1,053,707.28Market value $1,299,630.76Available endowment funds $67,726.93
Summary of grants generated to date:Grants in progress (3) $99,594Grants completed (18) $1,061,447Total grant dollars since 2007 $1,161,041Grants in review $49,995Grants not funded (14) $33,968,606
Summary of other income:Travel reimbursements $2,270.15
Summary of departmental accounts:
Dept. Accounts Non-‐TAMU 512047 TotalInflows $4,500.00 $28,424.93 $32,924.93Outflows $17,247.23 $17,247.23Balance $11,177.70 $11,177.70
Major spending categories to date:
Travel 6,618.50$ Wages & salaries + burden 7,337.68$ Supplies 254.49$ Computer & Software & Supplies 684.00$ Advisory Comm. 545.00$ Employee training 350.00$ SVCS & Delivery services 248.06$ Dist. Lectures 1,059.50$ Other 150.00$ Total 17,247.23$
Budgeted expenditures for fiscal year:
Travel 8,000.00$ Wages & salaries + burden 41,000.00$ Supplies 3,000.00$ Computer & Software & Supplies 2,500.00$ Advisory Comm. 3,000.00$ Employee training 2,000.00$ SVCS & Delivery services 750.00$ Dist. Lectures 1,250.00$ Other 500.00$ Total 62,000.00$
Ellison Chair in International Floriculture -‐ Financial Summary March 2013
Travel
Wages & salaries + burden
Supplies
Computer & SoUware & Supplies
Advisory Comm.
Employee training
SVCS & Delivery services
Dist. Lectures
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
$1,400,000.00
Available endowment funds
Total grant dollars since 2007
Travel reimbursements
Profitability Econ/Marketing -differentiation
- value proposition - recession strategies
- economic impact
Efficient Prod. Sys. -cultural practices - water & energy - S1051 & SCRI - benchmarking
Sustainability - willingness-to-pay
- practices / adoption - carbon footprint
Human development -training courses - HORT classes
- graduate students
Strategic Approach
Research / Teaching / Outreach / Service
University Metrics (since Aug 2007)
• 35 refereed journal articles. • 7 chapters in books / handbooks. • 4 contract reports and 54 trade journal articles. • Almost 900 subscribers to Making Cents blog. • $1,111,347 in team-oriented grants. • Service on 10 industry boards / committees. • 9 papers presented at professional meetings. • 145 industry presentations. • Teaching 1 undergrad course and 1 stacked course. • Graduate students: 10 Masters and 3 PhD
October 28, 2010
Summary of projects since 2007 Marketing / Econ. Efficient Prod. Sys. Environ. Sustain. Human Develop. • National nursery survey • Economic impact – TX & US • Making Cents of Green
Industry Economics blog • USDA Risk Management
workshops • Benchmarking reports,
webinars, and workshops • Young floral consumer study • Non-calendar purchasing of
cut flowers study • Eco-behaviors consumer study • WTP edible ornamentals study • Orchid consumer preferences • Quarterly Columns – Big
Grower, Greenhouse Grower • ANLA Knowledge Center
segment (Charlie’s Angle) • Online TMCNP modules (2) • ASHS workshops (2) • BOD for America in Bloom • International Horticultural
Congress presentations • AFE Social Media Guide • FSMIP eye-tracking study
• Green Industry Research Consortium (S1051)
• Liner production systems analysis
• SCRI Rose proposal • SCRI proposal with OARDC
faculty (Ohio State) • USAID management proposal • GMPRO benchmarking series • Consulting editor –
HortTechnology • Floriculture and Nursery Crop
Research Initiative grant • Risk Management Guide • Ellison Chair website section
on sustainable production techniques
• Benchmarking project on greenhouse shrink analysis
• Enterprise budget analysis of hanging baskets and crops grown outdoors.
• WTP Biodegradable container study
• Earthkind / Superstar evaluation of awareness
• Southwest Growers conference
• Webinar series (ongoing) • 2010 Seeley Conference
Coordinator (footprint theme) • Ellison Chair website • SCRI planning grant on water • HRI carbon footprint analysis
(LCA) of shade trees • GRI grant to study consumer
perceptions of water conserving plants
• FSMIP grant to study local and organic attitudes
• Ellison Chair website section on water and sustainability
• Online introductory employee training video
• S1021 Hispanic labor study • HORT 315 Issues in
Horticulture • HORT 426/626 International
Floriculture Marketing • Distinguished lecture series • 8 graduate student
committees • SAF member Services • OFA Grower Committee • Seeley Conference BOD • Masters of Horticulture
committee chair • Guatemala strategic
management course • Frequent guest lecturer • Executive education program
for green industry growers (Executive Academy for Growth & Leadership)
• Consulting Editor - HortTechnology
Page%1
Dr.$Charles$R.$HallEllison$Chair$in$International$Floriculture
a.%%%%%%Economics%and%Marketingb.%%%%%%Environmental%sustainabilityc.%%%%%%%Efficient%production%systemsd.%%%%%%People%development
This%report%serves%to%update%the%Advisory%Committee%on%the%activities%of%the%Chairholder%since%the%last%Advisory%Committee%meeting.%%As%a%reminder%the%mission,%strategic%objectives,%and%areas%of%emphasis%are%reiterated%below.
The%mission%of%the%Ellison%Chair%in%International%Floriculture%is%to%advance%the%health%and%vitality%of%the%floriculture%industry%on%a%national%and%international%scope%through%exemplary%academic%leadership,%cutting%edge%applied%research,%innovative%extension%outreach%programs,%and%by%mentoring%wellEeducated,%impassioned%leaders%to%support%the%future%of%floriculture.%Five%strategic%objectives%have%been%identified%including:
This%report%is%structured%according%to%the%research,%outreach,%teaching,%and%service%activities%of%the%chair,%with%each%activity's%relation%to%the%strategic%plan.%That%is,%each%activity%is%delineated%by%the%areas%of%emphasis%listed%above,%as%well%as%partnerships,%departmental%recognition,%and%funding.
1.%%%Increase%funding%for%research%&%extension%program%in%floriculture%and%related%areas.%%2.%%%Increase%partnerships%on%a%disciplinary%and%multidisciplinary%in%academia%and%industry.3. Increase%numbers%of%topEquality%undergraduate%and%graduate%students%in%floriculture%to%meet%growing%needs.%%4. Increase%program%recognition%for%the%TAMU%floriculture%program.%%5. Increase%vitality%and%productivity%of%programs%in%the%identified%areas%of%emphasis.
Research$Activity$and$Grants/Contracts
Year/Role Description$of$Grant/Contract$Project Amount
2013Mitigating%PostERecession%Environmental,%Marketing,%and%Financial%Risks%for%Nursery%and%Greenhouse%Growers.%Submitted%to%the%Southern%Risk%Management%Education%Center.%Marco%Palma%and%Mengmeng%Gu%are%CoEPI’s.
$49,995%
Subtotal(of(grants(in(review $49,995$
2012E2013%CoEPIAnalyzing the environmental impact (carbon footprint) and economic costs of fieldEgrown flowering treeproduction%system%components.%Funded%by%the%Horticultural%Research%Institute.
$20,000%
2012E2013%CoEPIThe Color of Marketing: %How much value do consumers place on green (sustainability) and blue (waterconservation)%marketing?%%Funded%by%the%Horticultural%Research%Institute
$29,900%
2012E2013CoEPI
Subtotal(of(grants(in(process $99,594$
2010E2012
C0EPI
2011E2012%PIA Social Media Guide for Floral Retailers and Wholesalers – Approved for funding by the American FloralEndowment.%CoEPi's%include%Chengyan%Yue%(Bachman%Chair,%Univ.%of%MN)%and%Bridget%Behe%(MSU).
$34,000%
2011/2012%CoEPIContainment, Remediation, and Recycling of Irrigation Water for Sustainable Ornamental Crop Production.Funded%by%USDAENIFA%as%part%of%the%Sustainable%Crops%Research%Initiative%planning%grant%program.
$85,875%
2011/2012%CoEPIManaging Risk in the Environmental Horticulture Industry – project funded by the Southern Region RiskManagement%Education%Center.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.
$48,311%
Risk%Management%Education%for%the%Green%Industry%–%project%funded%by%the%Southern%Region%Risk%Management%Education%Center.%Mengmeng%Gu%and%Marco%Palma%(TAMU)%are%CoEInvestigators%on%the%project.
$49,694%
Completed(projectsWhat Captures Consumers’ Attention When They Buy Ornamental and FoodEProducing Plants? Approved forfunding by the USDA Federal State Marketing Improvement Program (FSMIP). CoEPi’s include Bridget Behe (MSU),Ben%Campbell%(Vineland),%Jennifer%Dennis%(Purdue),%Roberto%Lopez%(Purdue),%and%Chengyan%Yue%(Minnesota).
$50,000%
Green$Industry$Research$Consortium.%%Continuing%research%collaborations%on%the%USDAECSREES%MultiEstate%Research%Project%(SE1051).%%See%www.greenindustryresearch.org%to%view%the%new%project%recently%approved%for%2011E2015.%The%project%encompasses%four%broad%objectives:%%(1)%Investigate%sustainable%practices%in%ornamental%crop%production%and%landscape%systems,%(2)%Evaluate%national%and%regional%economic%contributions%of%the%U.S.%Green%industry,%(3)%Evaluate%consumer%preferences%for%environmental%plants%and%related%horticultural%products,%and%their%contribution%to%health%and%well%being,%and%(4)%Investigate%labor%management%practices%and%mechanization%in%the%nursery%and%greenhouse%industry.
Submitted(and(in(review
Funded(and(in(process
2011/2012%CoEPI
Sustainability on the Table and In the Yard: Identifying, Profiling, and Quantifying Markets for SustainablyEGrownOrnamental and FoodEProducing Plants. Approved for funding by the USDA Federal State Marketing ImprovementProgram (FSMIP), July 2008. CoEPi’s include Bridget Behe (MSU), Ben Campbell (Vineland), Jennifer Dennis(Purdue),%Roberto%Lopez%(Purdue),%and%Chengyan%Yue%(Minnesota).
$48,000%
2010/2011PI
2011/2012
CoEPI
2009/2010%CoEPITexas Department of Agriculture Specialty Crop Block Grant. Marco Palma (TAMU) is CoEInvestigator on theproject.
$25,000%
2009E2010%CoEPIGreen Industry Comprehensive Risk Management Education – a proposal funded by the Southern Region RiskManagement%Education%Center.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.
$40,238%
2009E2010%%PIStructural Changes in the U.S. Nursery Industry: An Assessment of Production and Marketing Trends – a proposalfunded by the Horticultural Research Institute (ANLA) to conduct a national survey of nursery and greenhousegrowers.
$20,000%
2008E2009%CoEPIManaging Risks in the Green Industry in Texas and the Southern U.S. EE a proposal funded by the Southern RegionRisk%Management%Education%Center.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.
$23,705%
2008E2009%CoEPI
Investigation of consumers’ and professionals’ perceptions, attitudes and behaviors about purchasing plasticalternatives and/or recycling plastic horticultural containers. Approved for funding by the USDA Federal StateMarketing Improvement Program (FSMIP), July 2008. CoEPi’s include Bridget Behe (MSU), Jennifer Dennis(Purdue),%and%Chengyan%Yue%(Minnesota).
$96,684%
2008E2009%PI
American Floral Endowment & Horticultural Research Institute proposal to determine the characteristics ofbiodegradable pots that consumers deem most desirable and to solicit their willingnessEtoEpay (WTP) for this typeof sustainable product. CoEPi’s include Bridget Behe (MSU), Jennifer Dennis (Purdue), and Chengyan Yue(Minnesota).
$40,000%
2008E2009%CoEPI
American Floral Endowment proposal to investigate 1) how and why younger and older consumers reactdifferently to flowers and alternative gifts, 2) how younger and older consumers feel differently about the risks,the recipients' positive or negative reaction associated with flowers and alternative gifts, 3) the impacts ofpositive information regarding flowers on consumers' choices of gifts, and 4) what can be done by the floralindustry to improve younger and older consumers' satisfaction with flowers. CoEPi’s include Bridget Behe (MSU)and%Chengyan%Yue%(Minnesota).
$78,431%
2007E2009%CoEPIGrant from the Texas Ornamentals Enhancement Endowment to conduct an analysis of the awareness levels ofthe%Texas%Superstar%and%Earthkind%“brands.”%Marco%Palma%is%the%coEinvestigator.
$5,000%
The effects of longevity information and guarantees on consumer preferences for cut flowers. This studyInvestigates consumers’ preference and willingness to pay for specific longevity guarantees on cut flowerarrangements; investigate consumers’ preference and willingness to pay for enhanced longevity through theaddition of flower food or other treatments; and investigate customers’ preference and willingness to pay forflowers labeled with “expected longevity X days.” Approved for funding by the American Floral Endowment. CoEPi's%include%Chengyan%Yue%(Bachman%Chair,%Univ.%of%MN)%and%Bridget%Behe%(MSU).
$31,600%
Managing Risk in the Green Industry – project funded by the Southern Region Risk Management EducationCenter.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.%
$47,509%
2007E2008%CoEPI“Risk Management for the Environmental Horticulture Industry in the Southern United States” – a grant fundedby the USDA/RMA Risk Management and Crop Insurance Education Commodity Partnership Program. AlanHodges%and%John%Haydu%(Florida)%were%coEinvestigators.
$300,000%
2007E2008%PI Managing%Risk%in%the%Green%Industry%–%a%grant%funded%to%the%Southern%Region%Risk%Management%Education%Center. $49,094%
2006E2008%CoEPIEnterprise Budgets for ContainerEgrown Woody Ornamental Plants, Climatic Zones 8 and 9 – a grant proposalfunded%by%the%Southern%Region%Risk%Management%Education%Center.
$38,000%
Subtotal%of%completed%grants%since%entering%Ellison%Chair $1,061,447
PUBLICATIONS$AND$PROFESSIONAL$OUTPUT$(Since$our$last$meeting)Seniority)of)authorship)is)indicated)by)the)order)of)the)authors’)names)unless)otherwise)stated.
REFEREED$JOURNAL$ARTICLESBehe,%Bridget%K.,%Charles%R.%Hall,%Benjamin%L.%Campbell,%Hayk%Khachatryan,%Jennifer%H.%Dennis,%and%Chengyan%Yue.%2013.%Smartphone%use%and%online%search%and%purchase%behavior%of%North%Americans:%%gardening%and%nonEgardening%information%and%products.%HortScience%48(2):200E208.Behe,%Bridget,%Ben%Campbell,%Jennifer%Dennis,%Charles%Hall,%Roberto%Lopez,%and%Chengyan%Yue.%2013.%Consumer%preferences%for%local%and%sustainable%plant%characteristics.%HortScience%48(2):209E215.Yue,%Chengyan,%Ben%Campbell,%Charles%Hall,%Bridget%Behe,%Jennifer%Dennis,%Roberto%Lopez,%and%Hayk%Khachatryan.%2012.%Consumer%preference%for%environment%and%origin%attributes%in%plants:%evidence%from%experimental%auctions.%Submitted%to%the%Journal%of%Agricultural%and%Applied%Economics,%August%2012.Campbell,%Ben,%Yue,%Chengyan,%Hayk%Khachatryan,%Charles%Hall,%Bridget%Behe,%Roberto%Lopez,%and%Jennifer%Dennis.%2012.%Consumer%segments%based%on%plant%purchases%reveal%preferences%for%local%and%sustainable%transplants.%Submitted%to%HortScience,%August%2012,%in%revision.Yue,%Chengyan,%Hayk%Khachatryan,%Ben%Campbell,%Charles%Hall,%Bridget%Behe,%Roberto%Lopez,%and%Jennifer%Dennis.%2012.%The%effects%of%the%consideration%of%future%consequences%on%willingness%to%pay%decisions%for%plant%attributes.%Submitted%to%the%Journal%of%Environmental%Psychology,%February%2012.Palma,%Marco,%Callie%McAdams,%Ariun%Isdorj,%and%Charles%Hall.%2012.%A%nonEhypothetical%ranking%and%auction%mechanism%for%novel%products.%Journal%of%Agricultural%and%Applied%Economics.%45(1):35–52.
INDUSTRY$TRADE$PUBLICATIONSHall,%Charles%R.%2012.%Shout%it%out%loud.%Nursery%Management%28(11):24E28.Hall,%Charles%R.%2012.%Making%cents:%The%right%people%on%the%bus.%Big%Grower.%Nov%2012.Fisher,%Paul,%Alan%Hodges,%Bill%Swanekamp,%and%Charlie%Hall.%2012.%Fine%tuning%overhead%calculations.%OFA%Bulletin.%933:1,7E11.%Sept/Oct%2012.Hall,%Charles%R.%2012.%Making%cents:%Value,%relevancy,%and%authenticity.%Big%Grower.%Sept%2012.Hall,%Charles%R.%2012.%Making%cents:%IkeaEize%the%outside.%Big%Grower.%July%2012.Hall,%Charles%R.%2012.%Making%cents:%The%whole%enchilada.%Big%Grower.%Mar%2012.Hall,%Charles%R.%2012.%Making%cents:%The%outlook%for%2012%and%beyond.%Big%Grower.%Jan%2012.
Hall,%Charles%R.%2012.%And%the%winner%is…%Greenhouse%Grower.%Oct%2012.Hall,%Charles%R.%2012.%Use%production%inputs%wisely.%Greenhouse%Grower.%Sep%2012.Hall,%Charles%R.%2012.%Business%transitions%and%growing%pains.%Greenhouse%Grower.%July%2012.Fisher,%Paul,%Alan%Hodges,%Bill%Swanekamp,%and%Charlie%Hall.%2012.%Mine%your%income%statement.%OFA%Bulletin.%933:1,7E11.%May/June%2012.Hall,%Charles.%Business%decisions%to%help%me%outshine%the%competition.%OFA%Bulletin.%932:1,7E8.%March/April%2012.Hall,%Charles%R.%2012.%Politics,%presidents,%and%the%economy.%Greenhouse%Grower.%Mar%2012.Jones,%Michelle,%Terri%Starman,%Charles%Hall,%Claudio%Pasian,%and%George%Staby.%2012.%Taking%it%to%the%max:%How%to%maintain%the%quality%of%your%plants%during%shipping%and%maximize%their%shelf%life.%Greenhouse%Management%32(2):62E66.Hall,%Charles%R.%2012.%Will%2012%be%a%repeat%of%2011?.%Greenhouse%Grower.%Jan%2012.
Presentations*made*at*face/to/face*meetings*(attendance*and*knowledge*gained)
Date Place Descriptive*title Audience*size
No.*of*sessions
Duration*(hours)
2/19/13 Orlando,.FL “Economic.outlook.for.2013”.at.the.Big.Grower.Summit. 65 1 1.25
1/31/13 Nashville,.TN“What.does.2013.have.in.store.for.the.green.industry?”.at.the.2013.NextLevel.Conference.(OFA.and.ANLA)
65 1 0.5
1/9/13 Indianapolis,.ID“Using.benchmarks.to.run.your.landscape.service.business.better”.at.the.2013.Indiana.Nursery.and.Landscape.Association.meeting.
123 1 1
1/9/13 Indianapolis,.ID“Economic.outlook.for.the.green.industry.in.2013”.at.the.2013.Indiana.Nursery.and.Landscape.Association.meeting.
678 1 1
10/26/12 Miami,.FL "Social.Media.Usage.for.Floral.Wholesalers.and.Retailers".at.the.2012.Wholesale.Florist.and.Floral.Supply.Association.annual.conference. 298 1 0.5
10/25/12 Louisville,.KY "Value.That.Sells".at.the.2012.Green.Industry.Conference. 192 1 1.2510/25/12 Louisville,.KY "The.Changing.Landscape.Industry".at.the.2012.Green.Industry.Conference. 178 1 1.259/27/12 Orlando,.FL “State.of.the.Industry”.at.the.2012.FNGLA.Landscape.Show. 187 1 1
9/21/12 Fayetteville,.AR “More.than.pretty:.Quantifying.the.value.of.quality.landscaping”.at.the.2012.America.in.Bloom.symposium. 87 1 1
Portland,.OR “Cost.accounting:.How.to.make.the.most.of.your.bottom.line”.at.the.2012.Farwest.Show.. 156 1 1
8/16/12 Houston,.TX “Peering.Into.the.Mind.of.the.Consumer”.at.the.2012.TNLA.Expo.Education.Conference. 123 1 1
8/16/12 Houston,.TX Keynote.ee.“Competing.Effectively.in.Uncertain.Times”.at.the.2012.TNLA.Expo.Education.Conference. 234 1 1
8/2/12 Homestead,.FL “Managing.Marketing.Risk.in.the.Green.Industry”.at.a.3eday.risk.management.workshop.series.sponsored.by.SRMEC.and.UF.Extension. 98 1 1
8/1/12 Apopka,.FL “Managing.Marketing.Risk.in.the.Green.Industry”.at.a.3eday.risk.management.workshop.series.sponsored.by.SRMEC.and.UF.Extension. 78 1 1
7/31/12 Tampa,.FL “Managing.Marketing.Risk.in.the.Green.Industry”.at.a.3eday.risk.management.workshop.series.sponsored.by.SRMEC.and.UF.Extension. 89 1 1
6/4/12 Ft..Lauderdale,.FL “Overview.of.the.Green.Industry.Situation.and.Outlook”.at.the.annual.NAHSA.meeting.(North.American.Horticultural.Suppliers.Association). 45 1 1.5
5/11/12 Orlando,.FL “Marketing.Strategies.to.Improve.the.Bottom.Line”.at.the.FNGLA.Floriculture.Field.Days. 105 1 1.5
5/5/12 San.Antonio,.TX “Issues.Affecting.the.Green.Industry”.at.the.spring.meeting.of.the.Nursery.and.Landscape.Association.Executives.(NLAE). 67 1 1.5
4/16/12 Charleston,.SC “The.Economic.Outlook”.keynote.address.at.the.2012.National.greenhouse.Manufacturers.Association.
54 1 2.5
2/28/12 San.Diego,.CA “The.Economy:.Looking.at.2012.and.Beyond”.at.the.2012.Big.Grower.Executive.Summit.
67 1 1.5
2/15/12 Knoxville,.TN “Value.That.Sells”.at.the.2012.Tennessee.Grounds.Management.Shortcourse.
104 1 1
2/15/12 Knoxville,.TN “The.Changing.Landscape.Industry”.at.the.2012.Tennessee.Grounds.Management.Shortcourse.
104 1 1
2/9/12 Denver,.Colorado “Tactics.for.Surviving.and.Maximizing.Profit”.at.the.2012.Progreen.Expo.
256 2 3
1/3/12 Minneapolis,.MN “MNLA.CEO.Symposium”.at.the.2012.MNLA.Trade.Show.and.Shortcourse.
123 1 3
12/2/11 Milwaukee,.WI “Value.to.Sells”.at.the.2011.Wisconsin.Landscape.Contractors.Association.meeting.
68 1 1.25
12/2/11 Milwaukee,.WI “The.Challenging.Landscape.Market”.at.the.2011.Wisconsin.Landscape.Contractors.Association.meeting. 68 1 1,25
12/1/11 Gainesville,.FL “Today’s.Challenging.Marketplace:.What.Does.the.Future.Hold?”.at.the.2011.Great.Southern.Tree.Conference. 126 1 1
11/9/11 Raleigh,.NC “The.Future.of.Our.Industry”.at.the.2011.OFA.Grow.and.Sell.for.a.Profit.Conference. 118 1 1
11/8/11 Raleigh,.NC “Business.Decisions.to.Help.Me.Outshine.the.Competition”.at.the.2011.OFA.Grow.and.Sell.for.a.Profit.Conference. 82 1 1
10/20/11 Louisville,.KY “State.of.the.Green.Industry”.at.the.2011.Eastern.Region.International.Plant.Propagators.conference.
10/4/11 Washington,.DC “Structure,.Conduct,.and.Performance.Issues.in.the.Green.Industry”.Keynote.address.at.the.2011.Wetsel.Customer.Day.
165 1 1
9/28/11 Kona,.HI Workshop.conducted.at.the.2011.ASHS.Conference.entitled.“Has.Sustainability.Been.Profitable.for.Ornamentals?”
53 2 2
9/7/11 Houston,.TX “Adding.Value.to.Your.Firms.Offerings”.at.the.2011.NitroePhos.trade.show.and.education.seminar.
45 1 1
8/18/11 Dallas,.TX “If.You.Always.Do.What.You’ve.Always.Done…”.at.the.2011.TNLA.Expo.Education.Sessions.
76 1 1
8/9/11 Tulsa,.OK “Making.Cents.of.the.Road.Ahead”.at.the.2011.Grower.Brand.Meeting.sponsored.by.Bailey.Nurseries,.ConardePyle,.and.PDSI.
92 1 1.25
8/4/11 Dalian,.China “The.Power.of.Plants”.at.the.2011.International.Horticulture.Forum. 254 1 0.57/29/11 Chicago,.IL “Trends.Affecting.Our.Ability.to.Add.Value.Profitably”.at.the.2011.Ball.
Customer.Day.95 2 1
7/11/11 Columbus,.OH “Soul.Searching.and.Marketing.in.Today’s.Challenging.Marketplace”.at.the.2011.OFA.Short.course.
63 1 4
6/27/11 Ithaca,.NY “The.Benefits.of.the.Plants”.at.the.2011.Seeley.Conference. 51 1 26/7/11 St..Louis,.MO “Hot.Topics.Affecting.the.Green.Industry”.at.the.2011.North.American.
Horticultural.Suppliers.Association.98 1 1.5
Total*Attendees*==> 4,099********
Page%11
Teaching)Activities
Economics)&)Marketing
Environmental)Sustainability
Efficient)Production)Systems
People)Development
Departmental)Recognition
Partnerships
Funding
Water
HORT)315)Issues)in)Horticulture.%Continuing%to%teach%this%issues0based%course%to%enable%students%to%think%critically%and%analyze%business%implications%of%current%industry%issues.
• • • • •
HORT%426/626.%International%Floriculture%Marketing • • • •Committee)Chair)00%Jay%White,%M.S.%Horticultural%Sciences%200902011.%He%is%a%non0traditional,%self%funded%student,%currently%working%in%the%IT%department%for%M.D.%Anderson.%Jay%is%developing%an%online%dashboard%for%analyzing%the%data%from%the%natonal%nursery%survey%and%the%upcoming%economic%impact%study%of%the%green%industry%in%the%U.S.
• •
CoJCommittee)Chair%(along%with%Dr.%Marco%Palma)%for%Alba%Collart%who%is%working%on%her%PhD%program.%She%is%funded%through%a%grant%from%the%Southern%Risk%Management%Education%Center.%She%is%currently%working%on%further%analyses%of%the%Earthkind%and%Superstar%brands%and%more%detailed%analyses%regarding%the%national%nursery%survey.
• •
Committee)Chair)00%Anthea%Luo%gaduated%and%is%working%at%Casa%Flora,%Dallas,%TX • •Committee)CoJChair,%Amy%Cai,%PhD%student%in%Horticultural%Sciences%working%on%water%management%in%the%greenhouse.%The%Chair%is%contributing%$6,000%per%year%towards%her%stipend.%Amy%is%working%in%the%area%of%drought%and%heat%stress%in%roses.%Terri%Starman%and%Genhua%Nu%(El%Paso)%are%her%other%committee%members.
• •
Outside)PhD)Committee)Member)for%Rosa%Rodales,%a%student%at%the%University%of%Florida.%Dr.%Paul%Fisher%is%serving%as%Major%Professor.%Rosa%is%a%PhD%student%and%is%working%in%the%area%of%water0related%technologies%in%the%greenhouse.%
• •
Taught%a%course%entitled%“Strategic%Business%Management”%within%the)TAMU/UVG)
Masters)Degree)Program%in%Agribusiness,%Guatemala%City,%Guatemala,%19970present. • • •
Page%7
Outreach)Activities
Economics)&)Marketing
Environmental)Sustainability
Efficient)Production)Systems
People)Development
Departmental)Recognition
Partnerships
Funding
Water
Making)Cents)Blog.%To%date,%there%have%been%190,124%readers%with%745%regular%subscribers%.%%Trade%magazines%are%continuing%to%reference%the%blog%periodically.
• • • •
Introductory)Employee)Training)Program)for)Greenhouse)Crop)Production.)The%training%has%also%been%migrated%to%the%national%eXtension%website.%The%front%end%is%tied%to%the%Extension%Conferences%website%for%fee%processing%depending%on%the%funding%strategy%for%the%project.%To)date,)20)subscriptions)have)been)purchased,)generating)$975)in)proceeds.
• • • •
Continuing%video%series%(Charlie's%Angle)%on%the%ANLA)Knowledge)Center%(a%collobrative%effort%of%Ball%Horticultural%Company,%OFA,%and%ANLA)%that%ties%in%with%the%Making%Cents%blog%and%other%outreach%activities%of%the%Chair.
• • • • • • •
January)2013)marked)the)official)launch)of)the)executive)education)program)with)Kip)
Creel)of)Standpoint)Marketing,)Atlanta,)GA)(EAGL)X)Executive)Academy)of)Growth)and)
Leadership)
• • • • • • • •
Page%12
Service'Activities
Economics'&'Marketing
Environmental'Sustainability
Efficient'Production'Systems
People'Development
Departm
ental'Recognition
Partnerships
Funding
Water
Consulting'Editor'of'HortTechnology,%a%peer+reviewed%journal%of%the%American%Society%for%Horticultural%Science%(ASHS),%2002+present. • •Service%on%the%Board%of%Directors%for'America'in'Bloom,%2010+2012.%Co+chair%of%the%Funding%Committee. • • •
Service%on%the%Board%of%Directors%for%the%Seeley'Conference,%2010+2012 • • • • • • • •Member%of%OFA'Grower'Committee,%2009+2012. • • •Member%of%SAF'Member'Services'Committee,%2009+2012. • • •Service%on%the%Board'of'Directors%for%Smithers+Oasis,%2009+present. • •Service%on%the%TNLA%Education%Committee,%2012+2013 • • • • • • • •OFA'Chief'Economist • • • • • • • •