Dwight Hughes Jr. is co-owner of Dwight Hughes Nursery in Cedar Rapids, Iowa; (319) 396-7038; www.hughesnursery.com.

Do you have a response to this article? Send an e-mail to Todd Davis.

It's been a busy year at the office of the American Nursery & Landscape Association in Washington, D.C. Most visibly, ANLA has been frantically lobbying for comprehensive immigration reform as it has been debated on the Senate floor. But other action has been in the works. I caught up with what else has been going on with Dwight Hughes Jr., who was named ANLA president in July.

Q. What are some other major projects ANLA has in the works? What should we expect to see in the next year?

A. "Masters in Landscape Business Management" is a new program being launched. It consists of five, multiple-day sessions over 2 1/2 years tailored after ANLA's highly successful Garden Center University program for retailers. This exciting, new curriculum will fill a large void in our industry's education menu.

We are committed to maintaining the ANLA Management Clinic as the No. 1 event in our industry for education and networking to find everyday business solutions. Additional resources and a highly energized staff/volunteer group steer this widely acclaimed event.

Central to association management is maintaining and increasing membership. Our focus is on volunteers and members getting a big return on investment. This is achieved by ensuring that their time and money investment is worthwhile, effective and rewarding.

We will continue to work at the national level securing regulations and legislative positions that are favorable to nursery/landscape industry firms. Our trade association has been active and successful in these efforts since 1875 and has created the foundation for our present day successes.

Q. What are some of the major projects being addressed by the Horticultural Research Institute?

A. HRI, the research arm of ANLA, has developed a sound and valuable national reputation for relevant industry research. It is focusing on timely projects that have a high value return on donor dollars.

Water, virus indexing, biodegradable containers and plant hardiness are some of the major projects currently being studied. In addition, the HRI board of trustees is pushing for expansion of sponsored and cooperative research opportunities to leverage HRI money for an even greater return.

It's very clear that much of our national research agenda is set by HRI members, donors and researchers doing very good work year to year. Those outcomes have established a respected legacy with the USDA and a public/private partnership on many initiatives benefiting our industry.

Q. Is there a chance the association will look at a national advertising campaign for nursery products?

A. If you study the history of ANLA, you find many examples of national marketing programs. Here are several that some to mind: National Campaign Fund; It's Not a Home Until It's Planted; Plant America; Nursery Industry Cooperative Advertising Program; Green Survival; Discover the Pleasure of Plants; Nursery Marketing Council; Garden Council; and probably some I have not mentioned.

All of these programs were heartily endorsed, funded and promoted by ANLA, its members and, in many cases, allied industry firms.

The wonderful industry that we all enjoy today is largely indebted to these programs over the last 100 years. Marketing our products has been one of three basic components our association has upheld since inception. Currently we are focused on the other two -- labor and government -- because presently they are a combination issue. The ANLA board of directors has to make hard decisions on where resources will be most effective.

Right now we are primarily concerned about securing good employees for our members -- the engine that starts the daily business. All of us want to continue promoting our products with the American consumer.

Part of the challenge is to find the correct recipe for funding and administrating a national campaign that can be embraced by the entire industry, not just a small percentage of interested firms. When that magic formula is found, you can bet that ANLA will be solidly behind the effort.

Q. What has been the most exciting development at ANLA during your service on the board?

A. Without question, the Lighthouse Program has captured the attention of our board and membership. Through diligent volunteer and staff cooperative efforts, more than 40 states have committed to participating in the program.

With the Lighthouse Program, state associations donate $10 per member firm, with the idea that the associations would pass this cost down to the members. This money is used to help fund national grass-roots legislative action.

This is the largest movement in the history of our industry to achieve a unified voice on national issues affecting all of us. This grass-roots effort has the potential to spread the influence of more than 20,000 grower, distributor, landscape, retail and maintenance firms from coast to coast and border to border.

The combination of state volunteer leadership, state association executive administrators and the ANLA staff all working in concert has a synergistic effect on issues of national interest not only to our membership but to every state association member and the entire industry.

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© 2007 Branch-Smith Publishing