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On-Demand Education


From managing full houses, to keeping track of trends, and determining pricing and profit margins, Spring is a busy time for the green industry. To assist you and your business, AmericanHort presents 3 education series, first debuted at Cultivate’20 Virtual, with timely and relevant information that your business needs this Spring.

  • Greenhouse Current Issues and Best Practices Series
  • Pricing to Win Series
  • 2021 Trends Report and Q&A

Greenhouse Current Issues & Best Practices Series

Spring challenges abound for greenhouse growers – houses chock-full, weather delays, and tricky crops. But help is at hand with these three timely and terrific sessions from Cultivate’20 Virtual. Don’t miss the opportunity to view these best practices in sanitation, minimizing risk, holding crops, and more.

BMPs for Crop Risk Management

Jason Twaddell; Ball Seed Sales Rep, Ball Seed Company

Jason discusses potential issues plus BMPs for handling, separating, and growing crops and minimizing risk, particular with crops that are susceptible to major disruptions due to disease, such as geranium, petunia, and Rieger begonias.

Clean Surfaces to Prevent Diseases

Rosa Raudales, PhD; Associate Professor and Extension Specialist, University of Connecticut

Sanitizers and disinfectants are applied on surfaces—such as tools, floors, tables, irrigations pipes, etc.— to decrease or eliminate the population of bacteria, fungi, oomycetes, and viruses that cause plant diseases. Rosa will discuss the different products available and how to use them safely to achieve effective control in greenhouses.

Modifying Cultural Practices and Growing Environments for Holding Spring Crops

Christopher Currey, PhD; Associate Professor, Iowa State University

Holding plants is something nobody wants to do, but everybody has to at some point. Whether it is a few days or a few weeks, putting the brakes on crops will become necessary. This session will give tips for how you can modify growing environments and cultural practices to hold plants – ranging from trimming plants and using plant growth retardants to modifying air temperature and fertilizers. The range of potential solutions will help you plan for the next unplanned event!

Greenhouse Current Issues & Best Practices Series recording is available FREE to AmericanHort members & $99 for non-members.

Pricing to Win Series

Pricing products and determining profit margins continues to be a topic of much conversation throughout the green industry. In this series, our speakers will address eco-labeling, supply pricing dynamics, and consumer willingness-to-pay to better help you determine your business’s pricing strategies. HRI has proudly supported some of the research presented, both directly and indirectly.

What are Consumers Willing to Pay?

Bridget Behe, PhD – Professor of Horticultural Marketing at Michigan State University
Pricing is a challenging topic and there is no “one formula fits all.” Bridget will discuss the many inputs to consider from both the buyer and the seller’s perspective based on consumer research and data. The goal of this session is to help you learn more about what to include in pricing decisions as you determine what consumers are willing to pay.

Effective Eco-labeling Practices & Optimal Pricing in the Green Industry

Hayk Khachatryan, PhD; Associate Profession at Mid-Florida Research and Education Center, University of Florida

Consumers are becoming more environmentally conscious and eco-labels are point-of-sale promotions that communicate that a product is grown in an environmentally-friendly way. Learn how different eco-label formats impact consumers’ visual attention and their valuation of plants. Optimal pricing strategies for different socio-demographic groups will also be discussed. 

Supply Side Dynamics of Pricing

Charlie Hall, PhD; Ellison chair in International Horticulture, Texas A&M University

In this talk, Charlie discusses the issue of pricing from the supply side. This includes a discussion of what constitutes a price floor, how often your prices should be increasing, and how important pricing is in determining your optimal product mix. If you are unsure about how to go about setting your prices, or if you’re a veteran who just needs to tweak the process, you will not want to miss this session!

Pricing to Win Series recording is available FREE to AmericanHort members & $99 for non-members.

2021 Trends Report & Q&A

Wednesday, March 3, 3 PM, ET - Live Presentation of the Recording

Katie Dubow; CEO, Garden Media Group
It’s been a while since the 2021 Trends Report was first unveiled at Cultivate’20 Virtual so we are excited to have Katie Dubow back to refresh our memories at this live playing of the session recording, Q&A, and peer-sharing experience. Katie will review the 2021 trends, explain what will be driving consumers purchasing decisions this year, and lead us in peer-to-peer discussions. Be ready with questions and to learn from other attendees as we share what trends we will be capitalizing on this year and how.

This webinar is available FREE to AmericanHort members and $49 for non-members.