Browns' Plants Inc. in Encinitas, Calif., is busy competing in the highly competitive potted foliage market. In its 52 years of existence, this growing operation has become surrounded by residential neighborhoods. That, combined with state government agencies that traditionally make expansion difficult, makes a true expansion project nearly impossible.

Instead, Browns' Plants started a multi-year facility upgrade that will vastly improve outdated structures and more than double production capabilities. Andy Brown, son of company founder Andrew John Brown, and Andy's sons Scott and A.J., are positive the project upgrades will place the company on a strong foundation for years to come.

Through the project, the company will:

* Replace single-layer polyethylene glazing with triple-walled Polygal polycarbonate.

* Add hanging basket production with watering done by Netafim drip irrigation systems.

* Replace wooden benches with metal meshes from Bartlett Bench & Wire.

* Replace unit heaters with a hot-water, under-bench TrueLeaf system.

* Install retractable shade/heat-retention curtains.

The company operates 350,000 square feet of greenhouses at two nearly adjacent facilities. The plan is to have the 200,000 square feet of production at the primary facility renovated in the next three to five years. In the first year of the project, 25,000 square feet were upgraded.

All construction is being done by in-house crews, led by Andy, who also designed the greenhouses. Production crews are taken away from their normal duties to help with the project, but ironically, one of the primary reasons for the upgrades is to keep crews working, "in the houses, not on the houses," Scott said.

"In the long run, it's going to reduce labor," Scott said. "The single-poly houses require a lot of repairs, and the new polycarbonate roofs should virtually eliminate that. The way things are now, a 40 mph wind can do a lot of damage, and it means we have to stop what we're doing to fix the tears."

Better heat

Another advantage to the polycarbonate-covered houses is better insulation. Combined with the under-bench heating system, the greenhouses that already have been upgraded are much more efficient and provide a better environment for the crops.

"You walk into the upgraded houses and your glasses fog up. That didn't happen with the old roofs and the [unit] heaters," Scott said. "Once we get the retractable curtains in, we're going to be able to trap even more heat."

The Browns have yet to decide on a shade/heat-curtain system, but once installed, it will provide many benefits. In addition to trapping heat during the cool months, it will provide shade without having to apply a liquid shade compound to the roof.

"In the old days, when we needed more shade, we just sprayed on more compound. Of course then it would rain and the compound would wash off and go down the storm drain," Scott said. "Today, with environmental concerns, you just can't do that anymore."

Hang 'em high

The addition of hanging basket production space is also a key component to the upgrade project. Before, the greenhouses had virtually no room for hanging baskets. Now three rows of baskets have been added over the bench area, allowing the company to grow 10,000 6- or 8-inch baskets per 25,000 square feet of greenhouse.

"We're sticking with 6- and 8-inch foliage baskets, because that's what the chains want right now," Scott said.

The primary hanging basket crops are pothos, Philodendron cordatum and ivies. The company also grows a line of "soft" basket crops including wandering Jews, piggyback plant (Tolmiea spp.) and baby's-tears (Soleirolia spp.). These crops can't be shipped very far, and must be unsleeved shortly after delivery.

In total, the Browns will be able to produce more than twice the number of plants in the same amount of space with the upgraded structures.

"We don't have an estimate on how quickly the project will pay for itself, but it won't be long," Scott said. "But another big factor is quality and consistency. We have better control over the environment. We won't have to be saying, 'Gee, if we get another good week of weather' anymore."

Foliage holds steady

Browns' Plants started growing outdoor geraniums in the 1950s. Eventually, the company moved to Reiger begonias and foliage production and, around the mid-1980s the company moved almost exclusively to foliage.

"I'd say that post-9/11, the foliage market is steady," Scott said. "It's definitely not booming, and it's not really down. It's just steady."

The current foliage market makes it difficult for new people to get into the business though, he said. But existing companies are expanding.

Many foliage products have become commodities, and competition has dropped prices and reduced margins. The only way for small- and medium-sized foliage producers, such as Browns' Plants, to survive is to specialize.

"The only place left is the niche market," Scott said. "Everybody does dracaena, and it all looks alike. You just have to find some way to differentiate yours."

Browns' Plants' goal is to be a one-stop foliage shop for wholesalers, providing a wide variety of plants in a range of sizes. The company grows about 20 primary varieties and sells them in 4-, 6-, 8- and 10-inch pots.

The company also has the luxury of 4 acres of outdoor production, which allows it to shift up unsold 4- and 6-inch plants, rather than having to dump them on the market. Outdoor production is under shade, which allows these plants to be acclimated to lower light levels and to be better prepared for interior environments. "That's one thing about our 10-inch material," Scott said. "It's not grown in a hot house the entire time. It may not be as tall as some other 10-inch material, but it's going to last longer."

Browns' Plants Inc. Founded: 1950 by Andrew John Brown. Location: Encinitas, Calif. Production space: 350,000 square feet of greenhouse space, and 4 acres of outdoor production. Primary crops: Foliage and kalanchoes. About 20 varieties of foliage are grown in 4-, 6-, 8- and 10-inch containers. Six- and 8-inch foliage hanging baskets have also become major crops. Primary customers: Mass market chains. Specialty: Providing a wide variety of foliage species in a variety of sizes. Finished plants are acclimated and have long shelflives. For more: Browns' Plants Inc., 1264 Lake Drive, Encinitas, CA 92024; (760) 753-4011; fax (760) 753-0065; scomobrown@aol.com; www.brownsplants.com.

. © 2003 Branch-Smith Publishing