New territory

We chatted with Michael Geary, president and CEO of AmericanHort, about some of the new features at Cultivate’15. He wanted to introduce readers to two major topics – ones that affect the entire supply chain – that will be in the spotlight during the event.
 

Q: It sounds like AmericanHort is covering some key issues at this year’s Cultivate. What can attendees expect?

A: Besides our full line of educational sessions and other activities, we’re focusing on two major initiatives this year that are vital to the entire industry. One is our pollinator stewardship initiative and the other is our Shift program.
 

Q: Let’s start with Shift. What is it?

A: Much like the name implies, the industry is going to have to shift how we operate in the near future. It’s a revolution we’re just starting. To be relevant to younger generations of consumers, we need to shift our thinking, our activities and our marketing. We’ll roll out the initial part of this program at Cultivate.

We’re asking: ‘What’s the future going to look like in retailing?’
 

Q: You just asked my next question. What is the future of retail going to look like?

A: We don’t have all the answers or all the solutions, and we know there’s not just one way to make the right changes. But we’re researching things like how Millennials will shop, where they’ll shop, what’s important to them, and what they know and understand about retailing. AmericanHort is investing a lot of money and time to help the industry make the ‘shift’ and be aligned to better support the changing consumer. Each independent retailer and supplier on a regional level will need to figure out what’s best for them. But we know future generations will want more services in gardening and will experience retailing differently.

One thing we’ve learned is we need to change the language. There’s a disconnect — we call ourselves garden centers, yet the Millennials don’t call themselves gardeners. Gardening is a word that’s a turnoff to them.
 

Q: How are you going about some of this research?

A: AmericanHort and the Horticultural Research Institute have partnered with the MindMarket program of the Columbus College of Art and Design [CCAD] in Columbus, Ohio. To date, they’ve made several trips throughout the country to learn more about the habits of consumers. We’re learning through the CCAD’s research that younger consumers don’t really understand the layout of a garden center and they tend to be overwhelmed. The plants are displayed more for the convenience of the staff. It makes sense to the retailer in terms of managing inventory, but it doesn’t necessarily make sense to the consumer. We’ll help develop the best strategies of how retailers should be marketing and displaying plants.

The focus early on is concentrated on the retailers, but this research impacts the entire supply chain. Growers and suppliers will be supporting what needs to happen at the retail level. We don’t want to be caught like the typewriter industry and not respond to consumer needs. In 10 or 15 years we don’t want to say, ‘I wish we’d done this …’ We have to start now to impact the industry.
 

Q: How are you presenting the research at Cultivate’15?

A: In the main hall we’ll present some of our top insights and recommendations. We’ll start with 40 or so long-term recommendations that retailers can implement today all based on the research and what we’re hearing from consumers.
 

Q: You also mentioned the pollinator initiative. How are you presenting that information at Cultivate’15?

A: We will have a lot of space dedicated to the pollinator initiative. AmericanHort and the Horticultural Research Institute formed the Bee and Pollinator Stewardship Initiative, and this group has presented information to the industry, while acting as a voice for the industry. We as an industry are evolving through this issue, and we need to help educate consumers. This is more than just responding to a PR issue for the industry. This is a market opportunity. Consumers are interested in buying more plants to attract pollinators, for example. We’ll have tools and information for growers, retailers and landscapers regarding this important issue.