The hands-on retailer

Vernon Hoover, the second-generation owner of Hoovers Farm Market and Greenhouses in Lititz, Pa., is a hands-on businessman. This retail-grower is located in rural Lancaster County where his farm and greenhouses sit surrounded by fields. Hoover grows his flowers from seed and rootstock, and constantly changes his merchandise mix to keep things fresh.

Hoover’s business has certainly evolved over the years. His father, Aaron, started the farm market 30 years ago. Twelve years later, Aaron added his first greenhouse. The garden center aspect of the business has continued to grow as the Hoovers added more greenhouses to their property throughout the years. The greenhouses now cover a half an acre.

Clamor for container gardens
“I have some new things every year,” Hoover said—all of which keep his customers interested and engaged. Last year he found a niche: Large, high-end planters in a variety of shapes and materials. Some are made out of rattan, white wicker, and antique-style metal, allowing Hoover to design planters that appeal to the wide interests of his clients.

He charges $85 for his higher-end planters. These container gardens include 10-15 young plants. Some favorites are cannas, Dragon Wing begonia and other plant materials that “do well and don’t die off.”

Hoover also offers planters that retail for closer to $40. He noticed resistance coming from some of his customers last summer when retail prices crept above that threshold. In order to cut costs, Hoover uses more economical, showy plants, such as geraniums and the popular Diamond Frost euphorbia. Additionally, he uses lower priced hanging baskets to keep costs down for customers.

Keeping an eye on the bottom line helps Hoover select which plants he grows. Cannas are an ideal choice—at only $3 per plug. He’ll also grow the staples—pansies and petunias—which he starts from seed and run him about 10-cents per plant to grow.

Hoover and his team do all the root cuttings and plant seeding themselves. Since Hoover enjoys working in his greenhouses throughout the winter months, he will often start plants in December, instead of buying root cuttings in February.

Spring rush
Hoover’s retail greenhouses are open for business beginning the first Saturday in spring, and on April 1 vegetable plants are available for sale. Hoover closes his greenhouses on July 1. “In the spring, every move counts because the season is short and intense. April and May, we do the bulk of our sales,” Hoover said.

After they close the greenhouses, the Hoovers will sell chrysanthemums and other fall flowers in their farm market. Hoover attributes his business success to the time-honored Lancaster County work ethic that values getting your hands dirty.

“If you want to succeed, you want to be a part of it,” Hoover said.

Still, Hoover finds that there’s a lot of local competition in the greenhouse and garden center businesses in south central Pennsylvania. He said Lancaster County farmers are very adept at finding niches to keep their family farms surviving.

Because livestock and tobacco are no longer as profitable for the typical farmer as they once were, he’ll turn to greenhouse growing. Greenhouses don’t take a lot space on the farm, and there’s plenty of available labor due to the large families.

Despite the competition, Hoover has made his niche in the market. His annual sales revenue is about $1 million a year, although last year was slightly lower due to the recession.

Freelance contributor Wendy Komancheck writes about agriculture and the green industry from her home near Ephrata, Pa. You can contact her at wendykomancheck@gmail.com.