Florida led the nation in wholesale sales of container-grown foliage in 1997. But can the growers in that state sustain those sales, and what pressures could put a damper on continued growth? Ben Bolusky, the new executive vice president of the Florida Nurserymen and Growers Association, discusses the challenges growers face to continue to increase sales and operate efficiently.

Q. What are the five biggest challenges facing Florida ornamental growers?
A. The five biggest challenges facing Florida growers are:
1. Water. In Florida, the availability and use of water is foremost on every grower's mind. The drive to develop and implement effective water conservation and management techniques over the years ahead will prove crucial to the continued success and growth of the nursery industry.
2. Labor. The pool of available and willing nursery workers is shrinking not only in Florida, but across the nation. Some of this strain can be attributed to our robust and full-employment economy. Yet, advancement opportunities in family-owned nursery businesses are limited. With the spike in compliance enforcement by the Department of Labor and the Social Security Administration, it is undeniable that the nursery industry's labor challenges will snowball.
3. Pesticides. EPA must implement the Food Quality Protection Act in a full and fair way -- in keeping with the intent of the minor-use pesticide provisions finally passed by Congress at the urging of the American Nursery & Landscape Association. If not, the menu of crop protection tools available to nursery growers will shrink. If this occurs, growers will find their backs against the proverbial wall when trying to comply with quarantine rules governing the shipment of plant material.
4. Regulations. The drumbeat march of increasing federal and state regulations is loud and unmistakable. And the more time and resources it takes for growers to respond and comply with new regulatory burdens, the bigger an impact government regulations will have on one's bottom line and already shrinking profit margins.
5. Marketing. Florida is the nation's second largest producer of foliage, woody ornamentals, bedding plants and other floriculture products -- a full and diverse palette of quality nursery plants. Yet, the financial resources are just not there to do the kind of comprehensive marketing that could otherwise be launched. Until such time as the environmental horticulture industry sees any potential benefits in a more orchestrated marketing approach, marketing will represent a continued challenge.

Q. Do you think these challenges mirror those of ornamental growers throughout the United States?
A. You bet they do; however, there is no formal marketing or promotion plan on the drawing boards.

Q. Are Florida foliage growers actively seeking to increase their market share of U.S. sales?
A. We're proud that Florida is the nation's largest producer of quality foliage. Back in 1984, sales of foliage were estimated to be $269 million. And despite the substantial setback suffered at the hands of Hurricane Andrew in 1992, sales have bounced back strongly -- surpassing the levels reached in the 1980s. In fact, foliage producers rang up $330 million in 1997 sales.

Q. How effective is promotion by the Plants for Clean Air Council in raising visibility and increasing sales?
A. The Plants for Clean Air Council has done an admirable job elevating the public's awareness and visibility of foliage even with the council's limited financial industry backing and support for its multi-pronged marketing and promotion campaign.

Q. Is FNGA still doing promotional campaigns for foliage?
A. FNGA continues to promote foliage on a limited basis by sponsoring exhibits at trade shows, working with garden writers and other avenues by which FNGA can promote our quality foliage.

Q. Do you foresee ever having a national promotional program for foliage or for any other ornamental crop?
A. A national promotional program will be born only if, and when, the industry assesses the benefits such an effort might offer.

Q. Some ornamental growers have said that although mass merchandisers have increased the exposure of consumers to their products, they have also turned these products into commodity items. Has a similar situation occurred with some types of foliage plants and pot sizes?
A. To some degree they have. Some of the mass merchandisers use foliage as advertising leaders; however, this is not as prevalent as perhaps other nursery and floriculture products.

Q. Consolidation has impacted the bedding plant industry. Has there been as much consolidation within the foliage industry?
A. Any consolidation has been very limited. And, there appears nothing on the immediate horizon to accelerate any strong push for consolidation. Many foliage producers use brokers to sell their product, and to the extent such brokers represent several growers. So in theory, some may view this to be consolidation in the theoretical sense.

Nationally speaking, consolidation in the nursery industry will allow the big players to get bigger. And in an industry where business is conducted on a local or regional basis, there will always be a need for the smaller niche players. It is the mid-sized growers who will feel the squeeze.

Q. Do you think these consolidations will help or hinder the ornamental horticulture industry? Will they provide our industry with any more political clout at the state and national levels?
A. In and of themselves, consolidations will not have a measurable impact. The key to political clout is the direct, active and vocal involvement of growers, retail garden centers and landscape firms. Coordinated grass-roots involvement with ANLA, FNGA and other state associations is the secret weapon and the essential ingredient for the nursery industry's political success in our nation's capital, in Tallahassee, and the other state capitals.

Q. Do you think Florida growers have become more politically involved?
A. Yes, Florida growers are politically active and involved, especially when our 'ox is about to be gored.'

Q. After losses incurred from Hurricane Andrew in 1992, are more Florida growers better prepared to handle weather extremes?
A. As a direct result of Hurricane Andrew, Florida growers are more interested in nursery crop insurance than perhaps any other state. Growers who can purchase a crop insurance policy -- if it makes business sense for them to do so -- will have an early and competitive leg up on other growers in the event that another hurricane should ever make landfall. Preparation for weather changes and extremes is recognized and treated as a cost of doing business, yet no one can stop Mother Nature's fury if a nursery takes a direct hit from a hurricane in Florida or a tornado in the South or Midwest.

Q. Did Hurricane Andrew help screen out those growers who were serious about being in the production business?
A. No, very few growers disappeared or left the industry in Andrew's aftermath. It is a testament to the survival and perseverance of these growers that not only did they bounce back, but they bounced back so strongly.

Q. Is it still possible for a grower to start a new business in Florida?
A. Yes, it's still possible for someone to start a nursery business. In fact, FNGA receives weekly inquiries.

Q. What major changes do you see occurring in the Florida ornamental industry over the next five years?
A. The major changes I see occurring in Florida over the next five years closely mirror the challenges noted above. We will see a major effort or drive to use the research developed by the University of Florida in the area of water conservation and more efficient management or use of our precious water resources. While this will be more voluntary in nature, we will also likely see mandates issued by the water-management districts.

Labor is going to become more costly, so growers will likely look to innovative ways to attract and retain qualified workers.

I see the nursery industry developing partnerships with chemical companies to ensure the continued market availability of crop protection tools and the development of new and safe products.

As the government recognizes the growing economic significance of the nursery industry, I believe bureaucrats will work more closely with our industry before issuing rules and regulations to avoid any unforeseen or avoidable political battles. Government agencies in Tallahassee will see the advantage of becoming enthusiastic advocates for Florida's environmental horticulture.

Q. What are some of the immediate goals that you would like to see accomplished by FNGA? What are some of the long-term goals?
A. FNGA is in terrific shape. Our members and volunteer leaders are active and engaged. We enjoy a strong partnership with university and many government officials, and FNGA's ties with our agricultural allies are very strong. So, the old adage steady as she goes will be the immediate hallmark.

There are four legs to a strong association: government relations, marketing, public relations and research. These will be my primary focus while looking to communication and education as the tools to build on the strong foundation established by my predecessor, Earl Wells, and FNGA's volunteer leaders. FNGA has a long legacy of providing service to the Florida nursery industry. This is a legacy worth continuing.

© 1998 Branch-Smith Publishing