New trails to blaze

2014 marks the first official year for AmericanHort, the new trade association formed from the consolidation of OFA and ANLA. Nursery Management editor Kelli Rodda caught up with Michael Geary, president and CEO of AmericanHort, to discuss the association’s membership structure, goals and events. For more: www.AmericanHort.org.
 

Q: With the official launch of AmericanHort, what are some key points you’d like to make to current members?

The members of ANLA and OFA suggested and requested the consolidation into one national association and I’m excited about that outcome. Now less than two months into the new context, the volunteer leaders and staff are still working diligently to develop all of the components of the new organization. While we have a legacy of 220+ years, we essentially created a brand new organization, and there’s lots of work to be done. However, I’m pleased with our progress and the members will see many more additions in the future. 

This association is owned by and for the members. While the Board of Directors has already been established for the first year, there are other opportunities to get involved. We are in the process of identifying volunteers to lead the steering groups for the sector communities, and there are a couple of committees that still have a few open seats. Occasionally, we will also organize task forces on specific issues and needs. Of course, we encourage feedback at any time. Members can express their interest in participating and send comments to hello@AmericanHort.org. 
 

Q: What are some key points you’d like to make to prospective members?

One of the barriers to involvement in the past was the perception that OFA or ANLA were too expensive to join. For AmericanHort, we created a dues structure that is equitable and affordable for every business type and size. The goal is to grow the association to include more of the industry and I expect this vision will be realized.

Increased involvement results in greater strength and ability to have an impact on business opportunities and legislative needs for the industry. We encourage everyone to get and stay involved.

To be clear, this is not about building a powerhouse association just for the sake of doing so. But a strong national association positively impacts each and every member company and individual. More than just “strength in numbers,” AmericanHort also offers quality learning opportunities almost weekly that help businesses thrive, for example. And there’s the group purchasing that reduces costs for core business services. 
 

Q: What are some of the major short-term goals of AmericanHort?

Other than completing the operational structure, the short-term goals included passage of the Farm Bill (accomplished!), and we’re also working on other numerous legislative issues that include a solution for a reliable and legal workforce.

Of course, offering a meaningful slate of educational and networking programs is high on our list. Launching soon will be online communities for all of the core business sectors. Right alongside all of this is getting the word out that AmericanHort is open for business and all are welcome. 
 

Q: What are some of the long-term goals?

Long-term vision includes developing strategies that will help our members expand their businesses.

We are looking at ways to partner with allied industries, like home building, and national efforts that will bring more awareness of the benefits of plants and trees.

America in Bloom and the Horticultural Research Institute are important partners, and those relationships are being enhanced to expand and support their missions. AmericanHort is a trade association and our core purpose is to affect the business environment so that our members can be more successful.

That really is our short- and long-term goal. Everything else is just strategy to get us there. 
 

Q: How will AmericanHort help the entire green industry supply chain communicate better and strategize together?

Our responsibility is to create the infrastructure and develop a culture for sharing and engagement. We will do this through sector communities, events and our publications.

Also, this happens through the governance structure. The board of directors is a very diverse group and we will fill committee seats in a manner that reflects the industry. 
 

Q: What are some upcoming events that members and prospective members should be aware of?

We do not organize many in-person activities in the spring because our members are busy growing, shipping and selling their products and services. However, in April we will co-host with PLANET the annual Interior Plantscape Symposium at the Longwood Gardens in Pennsylvania. July will see the annual convention and trade show, now called Cultivate.

This is the largest gathering in North America for every facet of the green industry. In the fall we are planning several production and retail-related events. I must also mention that learning opportunities and knowledge sharing is available 24/7 via the online Knowledge Center [located on the AmericanHort website] and we are exploring more webinar-style events. 
 

Q: What are some more details regarding Cultivate, the event in July?

Cultivate, formerly known as the OFA Short Course, is always changing. The day after it closes we begin the process of evaluating how we can improve the attendee experience. To be clear, Cultivate is not solely a “grower show.” The event also offers products and programs for garden retailers, floral, interior plantscape, landscape companies and more. This year we are expanding the footprint for retail-centric exhibitors to offer more buying opportunities for retailers, and we are enhancing the learning activities for them. For most retailers, almost 80 percent of their revenue can come from plant sales. They should therefore think about attending the event were they can see plants and learn about new introductions. We are also expanding the programs and products for nursery and landscape businesses. It’s a big event and we’re making sure there is something for everyone. 

For more: www.AmericanHort.org.