Connecting the next generation

As a young industry professional starting my own garden center and farm, one of the most important things I can do to develop my leadership skills is to immerse myself in what the industry has to offer and stay connected to my peers.

Attending some of the top trade shows across the country, such as OFA Short Course and the Farwest Trade Show, not only provides me the opportunity to interact with the thought leaders in this industry, but it also opens doors to help shape the role I play alongside all of you in improving our industry.

This past August I spent a week in Portland, Ore., where I attended the Farwest Trade Show, toured several nurseries, and built in plenty of time for networking.

Now I would be remiss if I didn’t disclose that I do play a small role in the production of the show. Two years ago, I was approached to coordinate the show's seminars and educational content. It was one of those opportunities to truly interact with industry thought leaders that I couldn’t turn down.

That aside, I have been attending the Farwest Show for nearly 16 years and it has always played a very important role in shaping my position in the industry as well as aiding in the growth of my garden center business.

Why Farwest?
I began attending this show back when the economy was robust and the agricultural and nursery sectors were booming — during the era that we now refer to as the “glory days.” Walking the trade show floor and attending educational seminars allowed me to connect with folks across all aspects of the green industry. I began to develop relationships that would later become the foundation of my horticulture career.

Over the years, my position as an attendee has changed vastly, from student to employee to manager/buyer to owner, but my reasons for attending haven’t. I view Farwest as one of the most relevant and forward-moving trade shows this industry has to offer. Held annually at the Oregon Convention Center, the show boasts nearly 500 exhibitors showcasing a wide range of items such as green goods, hard goods, grower supplies, allied services and retail products. In my opinion, no other show west of St. Louis offers the newest plants and products coupled with top notch education to keep your skills sharp.

Farwest places a strong emphasis on plants and offers informational and inspirational plant displays. Additionally Farwest sets itself apart by being set right in the heart of nursery country. It's also unique in that its trade show is only open in the afternoon so that attendees have the opportunity to tour nurseries in the morning.

A new era?
In all the years I have attended, Farwest has always met the expectations that were established the first year I went. This year was no different. The past four years or so haven’t been easy on any of us, or the industry as a whole. We are aware of the effect this has had on trade shows. But there’s an upside.

Farwest organizers have taken note of changing industry needs. As a result, the show has evolved in a positive direction, always considering the prime directive of improving our industry's health.

When one looks at consumer trends, several things are obvious. Times have changed. Consumers are radically different. To reach them, our industry must offer different information and products than we did 10 years ago.

With that in mind, Farwest has placed a strong emphasis on reaching the next generation, connecting attendees with what is relevant now, and providing them the avenues and opportunities to network with and learn from experts and peers.

Making the connection
Two of the best aspects of the Farwest Trade Show are new features that have been added: the Pub Crawl and the Young Nursery Professionals networking event.

The Pub Crawl, now in its second year, provided a fun, welcoming atmosphere where individuals from all over gathered together, made new friends and shared new ideas; show attendees didn’t just go back to their hotel rooms after the show closed that day.

The “beer sherpas” reach out and connect local and out-of-town folks to form a group and then guide them to local pubs. It is a great way to showcase the city. If you attend the Pub Crawl, you’re bound to meet many folks and develop new, professional relationships that you or your other cohorts may benefit from.

My other favorite feature is the Young Nursery Professionals networking event. When I entered this industry at a young age, it seemed there were few others my age who were involved. There certainly weren’t many opportunities for us to meet and mingle. We look up to current leaders for ways to grow and move forward, but we want to share our passion for people and plants with the next generation of leaders.

Each year a different "Young Pro" hosts the get together at the convention center and plans various activities to encourage mingling among attendees to help broaden their network. This year's host, Josh Robinson of Robinson Nursery and I asked well-known industry leader John Kennedy to join the young professionals and share his advice on becoming a leader. His energy and prose was extremely well-received by the nearly 30 young people who attended.

New features aside, this year’s Farwest Show had a vibe I hadn’t felt at the show in years. The show’s gate attendance was up 15 percent over last year, which to me is a very telltale sign that we really are turning a new corner. Our industry is headed back to the top where it belongs.

And attendance isn’t just local. People attended from 44 states, six Canadian provinces and 16 countries, to be exact.

There was a buzz on the floor among buyers and exhibitors that was refreshing — orders were being written, folks had a positive outlook, and there were new and exciting plants and products to be found in every booth.

Something else I found noteworthy is that many attendees shared my view about why the Farwest Trade Show is so important. Overwhelmingly, attendees noted that the most compelling reason for them to attend was to network with industry peers.

Looking forward to next year
This year’s show brought me great hope for the coming year, new friends from all across the country, and an overwhelming amount of energy to get out there and keep our industry moving forward.

It has been very inspiring to see all the new, young professionals in the industry — those on their way to the top and those just getting started. I hope that moving forward, the Farwest Trade Show finds even more ways to connect this audience and help them grow.

It may be through outreach to colleges and universities or developing a program similar to the OFA Scholars. It may be something else. But the next generation is just as important as those current, well-respected leaders we look up to. It is important we all connect and do what we can in our current roles to continually improve the health of our industry and keep it growing.

The future looks bright, my friends — better grab your shades!

Crystal Cady is a horticulturist and owner of a new retail nursery in Salem, Ore. called Sunflower Acres Farm & Garden. She is also the Farwest Show Seminars Coordinator for the Oregon Association of Nurseries, where she draws on her 15 plus years of experience in the industry. Crystal can be reached at crystal@sunfloweracresfarm.com.

Top photo: TRADE SHOW; 2nd photo PANEL DISCUSSION: Curt Kipp/Oregon Association of Nurseries  /  GROUP DISCUSSION: Peter Szymczak/COMPASS: thinkstockphotos.com