AmericanHort Connect April 2024

Spring Forward

In this issue, learn how our expanded D.C. advocacy team keeps your interests top-of-mind with legislators, gain valuable insights from the 2024 Industry Market Outlook, and discover how to build a strong professional brand. Plus, get tips to help your team make the most of attending Cultivate’24.

AmericanHort Continues to Expand D.C. Advocacy Capability

Our industry advocacy is more important than ever, given the rapidly changing legislative and regulatory environment and election-year politics affecting our industry. AmericanHort is committed to continuing to develop our Advocacy capability to defend and enhance the business environment for our members.

Matt Mika, Vice President of Advocacy and Government Affairs, has assumed leadership of our Washington, D.C.based advocacy team, transitioning that role from long-time industry advocate Craig Regelbrugge. Craig continues in an important executive advisory role with AmericanHort, supporting our advocacy and research team but primarily focusing on phytosanitary/plant health and trade issues. Craig’s contributions to our industry cannot be overstated, and we appreciate Craig’s legacy of contribution to the industry. We are pleased to retain him in a role that utilizes his significant industry and association knowledge.

Matt joined AmericanHort in June 2023 with deep experience and relationships in D.C., having worked for elected officials, agriculture trade associations, and industry companies, including Tyson, where he was Director of their D.C. Advocacy program.

Matt spent the past six months traveling the industry, attending industry events, meeting our members, and learning more about our industry. We are excited to have Matt leading our advocacy capability and look forward to his contributions to the industry.

Matt can be reached at MattM@AmericanHort.org.

Additionally, Rachel Pick has joined AmericanHort as Senior Manager for Advocacy and Government Affairs, reporting to Matt in our Washington, D.C. office. An Iowa native, Rachel brings significant experience in agricultural policy and government affairs. Rachel has served under Senator Chuck Grassley (R-IA), on staff at the U.S. Department of Agriculture (USDA) during Agriculture Secretary Sonny Perdue’s tenure, worked with the Senate Sergeant of Arms, and most recently, a leadership role with U.S. Farmers & Ranchers in Action.

Rachel can be reached at RachelP@AmericanHort.org.

The Advocacy Team’s 2024 Key Issues

• Seasonal Workforce—H2A, H2B

• Farm Bill—(Horticulture, Specialty Crop, Research, Rural Development, Conservation, Crop Insurance)

• USDA and FDA Funding, Research and Development

• Transportation (Trucking, Rail, Ports and Waterways)

• Tax Planning

• Plant Quarantines/Regulatory Plant Protections

• Trade and Marketplace Issues

• Pesticides and Herbicides

• Environment and Sustainability

We are excited about the direction of the AmericanHort advocacy capability and our ability to continue to serve the industry.

The Advocacy and Government Affairs team will continue collaborating with the AmericanHort Horticultural Research Institute (HRI), which proudly supports scientific research and students to advance the horticultural industry. HRI and research are staffed by Jennifer Gray and Dr. Michael Martin.

As Research Programs Administrator, Gray leads all of HRI’s organizational activities. Gray assesses and manages the research needs and provides strategic leadership to HRI. In addition to leading the HRI Board of Trustees, Jennifer oversees communication, outreach, and fundraising activities for HRI. Dr. Martin leads all science, research, and regulatory activities for AmericanHort and HRI as the science, research, and regulatory programs director. He is also responsible for providing comments and input for scientific topics and technical aspects.

We extend a warm welcome to the new members who joined in January and February.

BW GLOBAL

Abbotsford, BC Canada

InBloom Solutions LLC

Zeeland, MI

Ultimate Landscape Supply & Nursery Jamestown, TN

More than 100 additional organizations and individuals joined AmericanHort. See the full list at AmericanHort.org/NewMembers or scan the QR code below.

What You Need to Know about the Corporate Transparency Act

As an AmericanHort member, we want to make sure you are aware of new legislation that may impact your business.

The Corporate Transparency Act (CTA), which was made effective on January 1, requires corporations, LLCs, limited partnerships, and entities created by a filing with a Secretary of State in any state to file with the Financial Crimes Enforcement Network (FinCEN). It is a measure to prevent tax fraud, money laundering, and financial terrorism. Compliance is not optional. Penalties for non-compliance can include civil penalties of up to $500 per day of violation and criminal penalties of up to $10,000 in fines and/or imprisonment for up to two years.

However, on March 1, the U.S. District Court for the District of Alabama ruled the CTA unconstitutional in the case of National Small Business Association v. Yellen and suspended its implementation. The challenge was brought forth by National Small Business United, contesting the mandate for small businesses to disclose their beneficial owners to the FinCEN.

On March 4, FinCEN responded to the ruling, including the following statement: “FinCEN will comply with the court’s order for as long as it remains in effect. As a result, the government is not currently enforcing the Corporate Transparency Act against the plaintiffs in that action: Isaac Winkles, reporting companies for which Isaac Winkles is the beneficial owner or applicant, the National Small Business Association, and members of the National Small Business Association (as of March 1, 2024). Those individuals and entities are not required to report beneficial ownership information to FinCEN at this time.”

On March 11, the U.S. government appealed the District Court of Alabama’s ruling to the United States Court of Appeals for the Eleventh Circuit, likely seeking a “stay” on the injunction from the March 1 ruling to maintain the CTA’s effect until

the appeals are completed. The timing of the Eleventh Circuit’s decision is uncertain, with past cases taking over nine months on average in 2023. There is also a possibility of further appeal to the U.S. Supreme Court, where overturning is less likely given the Court’s composition.

Legal experts differ in their interpretations of the National Small Business United (NSBU) case. Some suggest its implications are confined to only the 60,000 NSBU members who filed the case, while others argue that they extend to all 33 million entities involved.

AmericanHort has been discussing this ruling with Hill staff and committees. We continue to advise members to follow the advice of their counsel and will supply information to members as this situation develops.

We encourage AmericanHort members to review the CTA background document linked below for more information and contact their financial or legal counsel for guidance.

Please contact Matt Mika, Vice President, Advocacy & Government Affairs, at MattM@AmericanHort.org or (202) 789-2900 with questions.

Scan the QR code to view the CTA Background Document.

The information provided by AmericanHort is for general understanding and does not, and is not intended to, constitute legal or accounting advice.

Important Tax Questions to Ask and How to Get Answers

In a recent member webinar, Brian Kuehl and Jim Rein of Pinion, an AmericanHort Strategic Partner, explain why estate planning is crucial, even if you have already drafted a plan.

Ask yourself:

• Do you know what your estate tax exposure is currently? In 2026?

• When was the last time your estate planning documents were reviewed?

• Do you have a business continuity/ succession plan in place for when you pass away?

• You have a sizeable net worth, but do you have sufficient liquidity to pay any estate taxes?

If you are unsure of your answers or want to hear about current tax legislation, watch the recording in the Hort Knowledge Center.

Scan the QR code for access to the webinar recording.

Upcoming AmericanHort HR

Peer Sharing Group Meetings

The AmericanHort Human Resource Peer Sharing Group connects human resource professionals from AmericanHort member companies. This is a place to share ideas and best practices, ask questions, and network to help you do your job better.

ONLINE MEETING DATES:

April 18, 1 PM ET

May 16, 2 PM ET

June 13, 3 PM ET

July 14 *Meet up at Cultivate’24

August 15, 1 PM ET

September 19, 2 PM ET

October 24, 3 PM ET

November 21, 1 PM ET

December 12, 2 PM ET

If you have human resources responsibilities and want to join our upcoming meetings, please contact Mary Beth Cowardin, AmericanHort VP Marketing & Member Engagement, at (614) 487-1117 or MaryBethC@AmericanHort.org.

Tips for Building a Professional Brand

Becky Paxton from Garden Media Group led our first webinar for Grow Forward, a series for young and emerging professionals providing tools for success in the workplace. In the webinar, she shared how to build a professional brand in a world where first impressions are everything.

As a publicist, Becky is well-versed in helping companies build their brands. But building a brand is not just about starting a new company or product; it is about branding yourself within your organization and the industry.

Know Yourself, Grow Yourself

During the discussion, Becky highlighted the importance of being self-aware. Reflecting on your strengths and weaknesses can help you understand your brand and its implications for workplace interactions. You might ask yourself the following questions to uncover these attributes and how they affect your work:

• What are three reasons I would hire myself?

• What do I bring to a team or project?

• What would others say are my weaknesses?

• When am I not the right fit for a project?

Another way to understand yourself better is to seek feedback from trusted colleagues. Ask them the same questions listed above. Their answers can help you understand how others see you and your reputation within your organization.

Identify your blind spots by comparing your perceived qualities with those others see. Recognizing patterns in strengths

and weaknesses can help you evolve by embracing new roles and shedding those that no longer fit.

Your Contributions Matter

Reflect on your role within your company and consider how you contribute to the organization’s success. How do your contributions bring value? What sets you apart? The answers are part of your professional brand.

Do not underestimate the significance of the industry itself. We each play a part in its trajectory, so consider where the industry is headed. Challenge yourself to identify the skills, knowledge, or ideas the industry lacks. These can be the ideas that help shape your brand.

Building a professional brand requires a thoughtful blend of self-awareness, authenticity, and strategic actions. The insights from the webinar can provide a roadmap for young and emerging professionals to make a lasting impact in the industry.

Watch the entire webinar and download the handouts in the AmericanHort Knowledge Center by scanning the QR code.

Market Outlook: Index of Prices Paid by Growers

The annual Index of Prices Paid by Growers, presented by Dr. Charlie Hall, AmericanHort Chief Economist & Ellison Chair in International Floriculture, Texas A&M University, documents the inflationary pressures on the critical inputs used by green industry growers.

Cost Categories in the Index

• Containers

• Media

• Propagative Materials

• Plant Protection Products

• Fertilizers

• Labor (Wages)

• Fuel/Energy

• Supplies and Repairs

• Freight and Trucking

The report shows the 2023 index is 160.8, meaning the overall cost of inputs used in producing nursery and greenhouse crops is about 61% higher in 2023 than in 2007

The three components that have experienced the most significant cost increases since 2007 are labor, fertilizers, and containers, with increases of 79%, 78%, and 67%, respectively. All other categories of costs have also experienced increases since 2007.

The report indicates that persistent inflationary pressures may reduce profits for green industry growers unless they adjust plant prices accordingly. It is expected that there will be cost increases, particularly for labor, although at a slower pace than in recent years. The report uses a national index, so some costs may vary by region.

Download the full report with an in-depth labor, energy, and shipping analysis by scanning the QR code.

In each issue of Connect, we’ll be “hiding” a new small graphic. When you find it, email us at ConnectSeekAndFind@AmericanHort.org, and tell us where you found it. For this issue, respond by May 10.

Understanding the IR-4 Project and Environmental Horticulture Program

Specialty crop growers face challenges in managing pests and diseases due to fewer pest management solutions. Unlike major commodity crops like corn, soybeans, and cotton, the market for specialty pest management products is limited.

Major crops have large acreage, so chemical companies can gain a higher return on their investment in registration, production, and marketing costs for a pesticide. The IR-4 Project bridges this gap by producing the information needed to get pest management solutions labeled and available for specialty crops and specialty uses—products that otherwise would not be labeled or available.

Established in 1963 by the U.S. Department of Agriculture (USDA) and land-grant universities, the IR-4 Project works in collaboration with growers, crop protection product registrants, and other stakeholders in the specialty crop community to facilitate the regulatory approval of pest management technologies.

The project advances the regulatory process by generating the data required by the Environmental Protection Agency for product registration. This streamlines the availability of safe and effective pest management solutions for specialty growers to prevent crop losses and ensure the availability of crops to consumers.

Environmental Horticulture Program

In 1977, the Environmental Horticulture Program (EHC) was established under the IR-4 Project to meet the specific needs of horticulture and floriculture growers. The program focuses on coordinating national and regional research projects to develop efficacy and crop safety data, facilitating the registration of new biological and chemical active ingredients, and expanding the use of current products.

One core focus of the EHC is providing registration support by coordinating research to gather bio-based and chemical crop protection product data. Since its establishment, over 60,000 crop uses have been registered. As a result, greenhouse and nursery growers now have access to various pathogens, pests, and weed management tools. Because growers have these tools, they can adopt Integrated Pest Management systems and resistance management strategies.

Additionally, the program addresses the challenges posed by invasive species, investigating mitigation strategies and

Economic Impacts of the EHC

9,700

total jobs supported (directly and indirectly)

$725.5

million contributed to the annual GDP

Annual crop losses mitigated valued at $506 million $456 million in annual labor income

Source: 2022 Economic Impact of the IR-4 Project and Programs, Michigan State University Center for Economic Analysis

increasing knowledge of invasive pathogens and pests such as box tree moth, boxwood blight, chrysanthemum white rust, European pepper moth, gladiolus rust, and impatiens downy mildew.

The program identifies grower needs through surveys and project requests, prioritizes projects at biennial workshops, and conducts research with key entomology, horticulture, plant pathology, and weed science experts. EHC also supports research on how pollinators are affected by horticulture crops and pest management solutions.

Your Help is Needed: 2024 Assessment

EHC research needs adequate government funding to continue providing growers with crop protection products, invasive species management strategies, and other research that supports the horticulture industry. Amy Upton of the Michigan Nursery & Landscape Association and Dr. Michael Martin of AmericanHort and the Horticulture Research Institute are conducting a national assessment of research, funding, and infrastructure of the program. The assessment will provide

data to IR-4 Project organizers that show the need for continued funding for the EHC. The assessment will be emailed to AmericanHort member growers when it is available.

You can learn more about the assessment in one of the upcoming listening sessions with Upton and Dr. Martin. The first session was held in January during MANTS in Baltimore, MD. The second session will be held in July at Cultivate’24 in Columbus, OH. The third listening session will be held during the Farwest Show in Portland, Oregon, this August. It is important that our growers demonstrate the continued need for and importance of this program. Please plan to attend one of these two remaining sessions if you are attending one of the events.

Contact Amy Upton at Amy@mnla.org or Dr. Michael Martin at MMartin@AmericanHort.org with questions about the upcoming listening sessions or assessment.

Train Your Team with the AmericanHort Greenhouse Technician Certification

Equip your team with knowledge and skills for greenhouse success through the Greenhouse Technician Certification. This self-paced online training was developed in collaboration with industry leaders for people with little or no experience in greenhouse operations and for supervisors who want to train new growers.

The certification is a one-stop knowledge shop for greenhouse growers offering:

• A comprehensive curriculum covering key horticultural concepts such as plant anatomy, nutrition, growing media, environmental factors, pest management, and more.

• Self-paced learning with online videos, assessments, and skill demonstration worksheets.

• Hands-on demonstrations from industry experts who understand the daily, unique challenges of the green industry.

• Pre-tests, post-tests, and module exams to ensure a strong understanding of the coursework and how it is applied in an operation.

• A certification valid for two years that can be maintained through continued education.

“This program does a good job marrying book learning with hands-on learning. As a supervisor, one of the benefits I see from putting a new hire through this program is it provides a clear explanation of how to do things, and I don’t have to take up the time of other growers with more experience while I explain things to a new team member.”

–Lee Nye, DS Cole Growers Pilot Program Participant

Visit AmericanHort.org/GT or scan the QR code to learn how you can advance your career in greenhouse operations.

Seeding Smarter Solutions for Better Performance

SEPTEMBER 23–25 ORLANDO, FL

The road to better performance starts at the AmericanHort Plug & Cutting Conference. This unique educational experience focuses on best practices in young plant production that highlight cutting-edge research, a hands-on workshop, and a tour that immerses attendees into the world of cutting-edge technology and growing practices.

Grower-Focused Education

Join expert speakers to dive deep into best management practices, diseases and insects, and grower basics.

Experiential Greenhouse Tours

We’re taking learning outside the classroom and getting up close and personal with companies changing the growing game.

Learn more at AmericanHort.org/Plug or scan the QR code.

Connection-Building Trade Show

The trade show is your opportunity to meet the businesses that can help you solve even your hardest plug and cutting questions and set you up for success.

INTERVIEW WITH

Leigh Geschwill of F&B Farms and Nursery

April 24, 2:00 PM ET

Join us for a Women in Horticulture interview with Leigh Geschwill, one of the owners of F&B Farms and Nursery, a family-owned and operated business in Oregon. Hear her journey of nurturing a family business where she balances multiple roles as a business owner and industry leader. After wearing many different hats over the years, today, Leigh has primary responsibility for sales, forecasting, and logistics. Hear her thoughts on developing professional relationships, the dynamics of a family-owned business, the importance of advocacy work, and the evolving horticulture industry.

Learn more and register at AmericanHort.org/WIH or scan the QR code.

Choosing the Right Cultivate’24 Education Sessions for Your Employees

Cultivate’24 Education is the place to go to learn best practices, discover creative solutions, and hear from the industry’s subject matter experts and researchers. With over 160 sessions, figuring out where to send your team may be overwhelming.

In an Industry Insider webinar on maximizing your time at Cultivate, Broch Martindale of Corteva shared insights on selecting education sessions, so your business and team members get the most return on your company’s investment.

Create Plans with Purpose

Use a structured approach to selecting education sessions. Tailor educational plans at Cultivate to meet the needs of your employees. Consider their skill levels and roles within the company to ensure they get actionable takeaways to apply to their jobs. Plan session plans by aligning them with your business’s challenges or growth opportunities. Encourage your team to look at education sessions as problemsolving exercises that can allow them to tie educational experiences directly to realworld challenges.

Combine Education with Other Events

Cultivate offers multiple opportunities for learning, networking, and discovering new solutions. Your team can explore other events at Cultivate to get a well-rounded, hands-on experience.

Trade Show

Encourage team members to explore the trade show floor to identify products, services, or other innovations that may solve your business challenges.

Tours and Workshops

Tours and workshops are an excellent opportunity for collaboration within the industry. During these tours, attendees can see firsthand what others in the industry are doing.

Other Experiences

Attend the State of the Industry Address, Keynote Presentation, or register for the Women in Horticulture Luncheon for insights into the industry, tools for professional development, and networking.

Empower Your Employees

Selecting the best education sessions for your business involves thoughtful planning and a strategic approach to problem-solving. You can turn educational opportunities into powerful professional and business development tools by aligning sessions with your business objectives and empowering your team to take advantage of all Cultivate offers. As you gear up for Cultivate’24, use these strategies to maximize your team’s learning experiences.

Watch the full webinar, Industry Insider: Maximizing Your Time at Cultivate, in the AmericanHort Knowledge Center. Scan the QR to access the webinar.

BOARD OF DIRECTORS

Cast Your Vote for the 2024–2025 Board of Directors

Submit your vote on the proposed slate of officers for our 2024–2025 Board of Directors and three new board directors. New board members will be installed at the July business meeting during Cultivate’24. The nominations committee recommends that the following board members serve as directors and officers for the three open positions.

Ken Altman

Altman Plants, Inc

Ken Altman is the co-president of familyowned Altman Specialty Plants, an industry-leading breeder and grower of horticultural plants. Under Ken’s leadership, the company has had an active role in helping achieve a sustainable present and future for its communities, from a water recycling system at the company’s largest California nursery and a floating solar array that powers its largest nursery in Texas to a growing fleet of electric tractors and autonomous pull vehicles. Ken is a past president of the San Diego Farm Bureau and was named the bureau’s Farmer of the Year in 2022.

Tom Fessler

Woodburn Nursery & Azaleas Inc

Tom Fessler is president and co-owner of Woodburn Nursery & Azaleas Inc., an operation known for growing florist azaleas, annuals, and containerized nursery stock. Tom comanages the nursery with his four siblings, following in his parents’ footsteps, who founded the business in 1968. The nursery has grown to 675 acres, with 125 acres of greenhouses, 550 acres of gravel can yards, and pot-in-pot operations. Tom contributed to the Oregon Association of Nurseries, starting at the local chapter board and progressing to the state board of directors. He was president for the 1995-96 term. He also served on the Oregon State Board of Agriculture for eight years.

Christine Fortman Berridge Nurseries, Inc

Christine Fortman is a third-generation owner and operator of family-owned Berridge Nurseries, Inc. In the past decade, she served as Past President of the Arizona Nursery Association (ANA) and the Independent Nurseries of Arizona. She is a current board member of ANA’s charitable arm, ANAFund. She participated in the inaugural class of the AmericanHort Horticultural Research Institute Leadership Academy. Christine is passionate about investing in the education of future generations and regularly supports school garden coordinators. She has also established two ANAFund scholarships for students enrolled in horticulture-related programs.

Nominee for the Chairman of the Board

Ed Overdevest Overdevest Nurseries LP

Nominee for the Vice Chairman of the Board

Kent Fullmer Fullmer’s Landscaping Inc

Submit your vote by April 16 at AmericanHort.org/BODVote or scan the QR code.

Each Class A Member Company* of AmericanHort is eligible to complete a ballot for the board of directors one time. To vote, you will need to sign in to your AmericanHort account. Only one vote per member company will be considered in the final tally.

AmericanHort Welcomes New Affinity Program Partner Service First Processing

Service First Processing (SFP) is the latest addition to the AmericanHort affinity program, offering members reduced credit card processing costs.

In addition to accessing low credit card processing fees, AmericanHort members qualify for:

• Annual 10% rebates on the net processing revenue generated..

• Free loaner equipment.

• Free enhanced online reporting.

• Dedicated helpline with live support. The average savings for wholesalers, retailers, and growers is a 15% reduction in processing costs before the annual rebate.

Try SFP services with a 60-day trial without risk or commitment. SFP also offers a 90-day pilot program for members new to credit card acceptance. Both programs can be canceled after the trial at no cost.

Call SFP at (855) 632-9862 for a proposal and analysis.

Visit AmericanHort.org/Affinity to see all of the business solutions offered to AmericanHort members.

WITH US

We want to get to know you better. Help us do so by following us on Social Media—our way of connecting with our members and community.

@AmericanHort

About AmericanHort

@youramericanhort

AmericanHort is the national association of horticulture businesses and professionals across the spectrum of the industry. Perform better, grow stronger and prepare for the future as a member of AmericanHort, the green industry’s leading association.

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@AmericanHort

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AmericanHort Connect

2024: April

Publisher: Mary Beth Cowardin, Vice President, Marketing & Member Engagement

Editor: Cindy Whitt, Marketing Communications Manager

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Columbus, OH 43215-1033 USA (614) 487-1117

©2024 AmericanHort. All rights reserved. This material may contain confidential information, and it is for the sole use of AmericanHort members. The information contained herein is for general guidance and not for the purpose of providing legal advice. It cannot be distributed, reprinted, retransmitted, or otherwise made public without prior written permission by AmericanHort. Please contact the editor at (614) 884-1147 for permission with acknowledgment.

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