AmericanHort Connect February 2024

2024: February

An AmericanHort Member Benefit

A KNOWLEDGE RESOURCE FOR OUR INDUSTRY

IN THIS ISSUE

Meeting Member Needs with New Education See what’s new in AmericanHort programming, including a new series for young and emerging professionals designed to build future leaders and a certification program that trains employees for specialized areas of the industry. Plus, read key takeaways from our State of the Industry report.

FEATURES

ADVOCACY & HRI UPDATES

EDUCATION & EVENTS

Navigating 2024 in the Green Industry

2

Highlights from January

6

Board of Directors Nominations Open

Insights from Dr. Kay Jeong

4

Box Tree Moth Compliance Update

6

Grow Forward with New Education Program 12

New AmericanHort Certified Program for Greenhouse Technicians 10

HRI Leadership Academy Applications End Soon 8

Using AI in Your Business

9

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2024 OUTLOOK

Navigating 2024: Highlights from the State of the Industry Report Our end-of-year white paper from the AmericanHort Senior Leadership Team and premium member affinity partner Pinion offered invaluable insights into the economy, consumer behavior, the real estate market, and the ever-shifting political landscape and how it could affect your business in 2024.

Let’s take a look at a few highlights presented by Ken Fisher, President & CEO; Dr. Charlie Hall, Chief Economist; Matt Mika, VP Advocacy & Government Affairs; Craig Regelbrugge, EVP, Advocacy, Research, and Industry Relations; and Brian Kuehl, Principal, Pinion LLC.

companies are now at a crossroads.

The focus is shifting from a grow-at-allcosts model to a strategy that prioritizes profitability. This transition is spurred by factors like deflationary price pressure, rising production costs, and a tight labor market that sustains high labor costs.

Economic Landscape: The Great (?) Economy

The shift in consumer behavior towards strategic spending and value-driven purchases is a driving force. As savings decline and consumer debt rises, companies can no longer anticipate broad acceptance of ongoing price increases. Deloitte’s graphs below illustrate the changing landscape, indicating growing retail sales but reducing consumer pricing.

The U.S. economy saw a remarkable rebound from the pandemic’s impact.

Economic output has not only recovered but exceeded pre-pandemic projections. Despite these encouraging signs, there’s a paradox as consumer confidence is on the decline.

The unemployment rate, standing at 3.8%, is marginally higher than January 2020. However, the discrepancy arises as consumer sentiment takes a hit due to persistent inflation concerns. While inflation rates have receded from their peak, lingering consumer unease suggests that other factors contribute to the prevailing economic narrative.

Supply Chain and Input Costs: Adjusting to Changes

Consumer Goods Trends: Shifting Strategies

The global supply chain pressure gauge indicates lower-than-historic levels of overall pressure, providing a sigh of relief.

Nevertheless, input costs are projected to increase, primarily driven by rising labor

Having benefited from increased demand during the pandemic, consumer goods

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The early pandemic disruptions led to a surge in input costs, attributed to both supply chain challenges and heightened demand. However, subsequent improvements along the supply chain have mitigated some of these challenges.

costs. The industry is urged to embrace contingency planning, flexibility, and sustainability, acknowledging the lessons learned from the pandemic.

around 46-55%. The report underscores the need for businesses to manage working capital effectively, resisting extreme optimism or pessimism and focusing on cost control.

Housing Market Overview: Strengths and Challenges

Political Landscape: Advocacy in a Challenging Climate

The real estate market in the US remains robust, albeit not as exuberant as in previous years. Stricter lending rules and a persistently low housing supply are stabilizing factors, reducing the likelihood of a market crash. The demographic trends highlight a latent demand for 1.7 million housing units until 2030.

Contrary to expectations of a dip in housing prices, predictions indicate a likely increase.

The National Association of Realtors forecasts a 2.6% rise in existing home prices for the upcoming year. However, challenges emerge in the form of rising mortgage rates, potentially impacting affordability and buyer demand.

Housing starts experienced a monthly rise, but caution looms within the builder sentiment. The report stresses the significance of the housing sector for the overall industry, emphasizing its role in driving consumer confidence and spending. It anticipates potential challenges, particularly if interest rates or housing prices do not align with market expectations.

According to surveys compiled by the National Association of Home Builders, in conjunction with Wells Fargo, sentiment has indicated a more cautious outlook among builders. This sentiment serves as a leading indicator for the landscape market, sounding a warning for potential challenges in 2024.

Likelihood of Recession: Uncertain Outlook The report cautiously acknowledges the possibility of a soft landing for the U.S. economy but highlights the cloud of uncertainty surrounding the Federal Reserve’s decisions. A recession has been staved off thus far, attributed to strategic investments, productivity improvements, stimulative fiscal policies, and confidence in the Fed’s commitment to curbing inflation.

The Presidential election year brings attention to the crucial role of industry advocacy. The political landscape is marked by exhaustion and negativity among the public, with widespread skepticism about politicians and the federal government.

Partisan polarization adds another layer of complexity, with Americans holding deeply negative views of the political process.

Despite this, the AmericanHort advocacy team emphasizes the necessity of industry engagement to influence legislation, regulation, and public policy.

Tax Implications: Preparing for Change Potential tax changes may be looming on the horizon with the upcoming elections.

Key among them is the estate and gift tax exemption, set to expire after 2025.

Businesses should proactively plan for potential policy shifts and consider the implications of changes in tax codes.

The potential expiration of the Tax Cuts and Jobs Act provisions, including bonus depreciation, individual income tax rates, and the qualified business income deduction, adds a layer of complexity.

The industry is advised to stay vigilant and prepared for changes that may impact various aspects of their operations.

In a landscape where change is the only constant, businesses are advised to remain vigilant, actively engage in industry advocacy, and adapt swiftly to the evolving market dynamics.

Download the full report at AmericanHort.org/Whitepaper or scan the QR code.

Despite a positive trend, the likelihood of a short-lived contraction in 2024 hovers

2024: February | 3

WOMEN IN HORT

Insights from Dr. Kay Jeong’s Journey in Horticulture Dr. Kay Jeong, Corporate R&D Manager at Sun Gro Horticulture, brings a wealth of experience and passion to the horticulture industry. In a recent Women in Horticulture interview, Kay shares her story and offers advice to people new to the industry. spent her senior year at Maryville College in Tennessee. Her experience shaped her decision to pursue postgraduate studies in the U.S.

Overcoming Challenges Kay’s journey was not without challenges.

Language and cultural barriers presented obstacles during her first few months as a college student in the U.S. She shared an experience where she felt isolated because no one took the initiative to say hello.

Growing up in Seoul, South Korea, Kay’s childhood visits to her grandparents in the countryside ignited her love for flowers. This early connection to nature inspired her to pursue a career in science.

“My grandmother from my mother’s side can heal almost any dead plant with her green thumb. It was amazing to see how she gave another life to plants,” she says.

“And on my father’s side, my grandmother had really big flower beds and a vegetable garden, and that was my playground.”

While studying for a Biological Resources and Technology undergraduate degree from Yonsei University, Kay ventured to the U.S. as a foreign exchange student. She

Her ESL teacher suggested that the hesitation to approach someone from a different background often stems from not knowing how to navigate cultural differences.

From Student to Leader Kay went on to earn a master’s degree in Horticultural Science from Ohio State University and a Ph.D. in Horticultural Science and Soil Science from North Carolina State University. After completing her Ph.D., Kay joined Scotts Miracle-Gro Company as a Senior Scientist, contributing significantly to research programs for potting soil, soil amendments, and mulch products.

Dr. Kay Jeong was a HortScholar recipient.

Do you know a student interested in the program?

At Scotts Miracle-Gro, Kay learned to think outside of the box. When she transitioned from a research scientist to a media scientist, she had to step out of her comfort zone and collaborate across various sectors, including marketing, sales, regulatory, operations, and supply chain.

See page 11 for information on this year’s program.

The application deadline is March 1.

The multidisciplinary approach was challenging because different teams had diverse perspectives that, at times, may have conflicted with her scientific views.

She said the experience taught her humility

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Kay urges others to overcome awkwardness, extend a simple greeting, and share their names. By doing so, she believes, individuals can contribute to creating a welcoming network and bridging gaps within the industry. and the importance of understanding and addressing aspects related to costs, logistics, and regulatory compliance.

“I hit a really big learning curve (where) I need to be flexible and open-minded,” she said. “And (still) be passionate to launch something new and accept the different aspects of it.”

Today, as Corporate R&D Manager for Sun Gro Horticulture, Kay leads sustainable and innovative soil product development. She is passionate about creating new products for growers and consumers to help them grow better plants.

“The most exciting part is seeing it in someone’s garage or when I walk through a greenhouse to meet growers, and they are happy with it,” she says.

Career Advice and Mentorship Early on, Kay saw the advantage of volunteering with industry associations. She uses the opportunity to serve to help her expand her knowledge and build a network of industry connections. She has served on the Canadian Sphagnum Peat Moss Association, the Mulch and Soil Council, the Association of American Plant Food Control Officials, and the Franklin Park Conservatory and Botanical Gardens.

“Whenever I find the opportunity, I will serve or support,” she says. “And, when I have challenges at work, I know whom I should find (to help).”

Kay encourages young professionals to prioritize building connections within their industry. One piece of advice she gives students is not to be shy about asking questions to learn about opportunities and make new connections.

“I tell them, you don’t know what’s out there until you ask around. Don’t be shy.

And if you knock on the door, the door will open.”

As a mentor to students, she sees the relationship as a two-way street. She has learned from them as much as she hopes she has taught them, and she hopes she can help them open new doors.

To watch this or other Women in Horticulture interviews, scan the QR code to log in to your account.

Sign up for the February 21 Interview with Ariana Cabrera de Oña from Costa Farms at AmericanHort.org/WIH. More details on page 13.

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.

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For this issue, respond by March 8.

EK & F

Congratulations to the Seek and Find winner for the December 2023 issue: Katie LaRose, Prides Corner Farms, CT

2024: February | 5

ADVOCACY UPDATES

January Advocacy Highlights Here are a few informative highlights from the AmericanHort advocacy team and partners. To stay up-to-date on the latest in politics, regulations, and research, check your inboxes for Impact Washington, our bi-weekly newsletter that brings you the latest from D.C.

Are House Member Departures Up?

Box Tree Moth Working Group Holds First Session

By Matt Mika, AmericanHort Vice President, Advocacy & Government Affairs

The winter meeting of the Box Tree Moth Working Group was held during MANTS in Baltimore, MD, this January. The United States Department of Agriculture’s Animal and Plant Health Inspection Service (APHIS) lifted import bans on Ilex and Euonymus from Canada and designated British Columbia as a box tree moth-free zone in December 2023. Canadian nurseries can now export boxwoods to the US, which is necessary to meet the high demand for boxwoods as US nurseries are almost at full capacity for production.

Roughly 40 House members have decided not to seek another term. Overall, that is just a few more than average. Over the past 75 years, on average, 34 House members did not seek reelection in each cycle. House exits are often higher in redistricting cycles when new district lines can force members to make difficult reelection decisions. So far, 13 members of Congress are attempting to run for the Senate. As we get closer to filing deadlines in each state and the primary season this spring, more updates and details will come.

EPA Requests Comment on Modernizing Pesticide Label System to Improve Safety and Accessibility

By Frida Mendez, D.C. Legislative and Regulatory Services The EPA had introduced a rule prohibiting the use of chlorpyrifos on food or feed crops.

However, the Eighth Circuit Court of Appeals annulled the final rule in November 2023, and the EPA is now reinstating chlorpyrifos tolerances. The agency will issue a notice amending the Code of Federal Regulations accordingly. The EPA is also implementing the National Marine Fisheries Service’s 2022 Biological Opinion on chlorpyrifos, diazinon, and malathion and plans to keep the public informed about its actions.

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APHIS National Policy Manager Dr. Allen Proxmire also provided an outline and brief overview of the Federal BTM Compliance Agreement. The agreement would allow nurseries a means of treatment and allow for the shipment of boxwoods out of the quarantine zone. APHIS plans to release the compliance agreement soon.

IR-4 Environmental Horticulture Program Holds First Session Dr. Michael Martin, AmericanHort Science, Research, & Regulatory Programs Director, the Horticultural Research Institute, cohosted the first of three IR-4 Environmental Horticulture Program public listening sessions in January. The federally funded program aims to enable the crop protection industry to provide safe, effective, and economical crop protection products for growers and consumers of minor/ specialty crops. The initial meeting provided foundation information about the program and how it can meet the needs of the industry. A program survey will be available soon. Additional listening sessions will be held at Cultivate’24 in July and Farwest, the Oregon Association of Nurseries annual trade show in August.

Advocacy Position Letters on Rail Border and Pesticide Oversight AmericanHort Joins Agriculture Groups on Rail Border Issue In December, AmericanHort joined over 40 agricultural groups in a letter to the Department of Homeland Security requesting the immediate opening of the El Paso and Eagle Pass international rail crossings. This closure of the rail crossings is costing the U.S. supply chain and having negative impacts on the U.S. economy and the movement of North American freight.

AmericanHort Cosigns Letter Supporting Pesticide Oversight at the State Level In November, AmericanHort cosigned a letter to Debbie Stabenow, Chairwoman, U.S. Senate Committee on Agriculture, Nutrition, & Forestry; Glenn “GT” Thompson Chairman, House Committee on Agriculture; John Boozman, Ranking Member, U.S. Senate Committee on Agriculture, Nutrition & Forestry; and David Scott, Ranking Member, House Committee on Agriculture, to express strong support for including in the 2023 Farm Bill reauthorization language under the Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA) that codifies regulatory oversight of pesticides at the state level.

Under FIFRA, the Environmental Protection Agency (EPA) enters into cooperative agreements with individual states to effectively co-regulate pesticide products.

Ensuring that policy decisions concerning pesticide use remains at the state level is of paramount importance to protect our nation’s food supply, public health, pets, property, and the environment. Scientific experts at the state level conduct extensive evaluation of pesticides after initial approval by the EPA. States also administer and regulate robust certification and training programs to which all professional pesticide applicators must adhere. Forty-six states

have adopted by statute some form of state preemption, reserving for themselves the robust oversight of federal and state pesticide laws.

Read these full letters and stay up to date on other AmericanHort positions and statements regarding advocacy, regulation, and labor issues at AmericanHort.org/Positions or scan the QR code.

Eliminating Your Estate Tax: How to Secure Major Advantages Right Now If you want to pass on more of your estate to heirs without paying estate taxes, the current legislation, which is set to expire at the end of 2025, is currently in your favor.

Brian Kuehl from AmericanHort Affinity Partner Pinion explains why estate planning is crucial, even if you have already drafted a plan.

Watch this recent webinar for guidance on the impact of estate tax exemption sunset on current estate planning (or lack thereof), an overview of common estate planning tools, and a review of estate tax-related proposals from the last few years to understand what could happen in the next three years.

To watch this webinar, scan the QR code to log into your account.

2024: February | 7

HRI UPDATES

HRI Leadership Academy Applications Close February 9 online classes and meetings, and a year-end presentation at Cultivate’25.

Do you know a senior leader, experienced professional, or top talent who would benefit from a leadership development program through AmericanHort and the Horticulture Research Institute (HRI)?

Encourage them to apply for the 2024-25 HRI Leadership Academy Class. The oneyear program teaches participants business strategy, leadership and people management, advocacy, and value chain management skills. The upcoming program begins this fall and will consist of in-person training sessions,

Preference is given to candidates with at least five years of leadership experience and seven years of relevant industry work experience.

Contact Jennifer Gray, Research Programs Administrator, Horticultural Research Institute, JenniferG@AmericanHort.org, with questions.

Visit HRILeadershipAcademy.org to apply or scan the QR code.

Support Future Leaders Contribute to the HRI Leadership Endowment Fund, which aims to empower even more aspiring leaders. Over time, the fund will make sure that the HRI Leadership Academy becomes a permanent opportunity for green industry leaders, ensuring a strong future for generations to come.

Donate at HRILeadershipAcademy.org/Donate or scan the QR code.

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Nominations Open for AmericanHort Board of Directors

Welcome

New AmericanHort Members!

We extend a warm welcome to the new members who joined in November and December.

Plus Members

We are seeking passionate, experienced people to guide, support, and lead the industry as a member of the AmericanHort Board of Directors.

The AmericanHort Board of Directors are the people behind the plants who share both time and talent to help the industry grow, evolve, innovate, and prepare for the best future possible.

Nominate an AmericanHort member who is a leader in the industry or apply to be on the AmericanHort Board of Directors if you want to make an impact.

The formal role of the board of directors is to provide continuity for the organization by: •

Providing industry insights to help shape the programs and services the association offers to the industry

•

Establishing and reviewing the strategies and goals of the organization

•

Overseeing the business and affairs of the organization, such as approving the annual budget

•

Considering emerging risks and opportunities for the industry and organization

This group of passionate leaders is responsible for governing the direction and activities of AmericanHort, whose mission is to serve and strengthen industry businesses.

Members of the board serve three-year terms and meet several times throughout the year. The upcoming term begins in July 2024.

Rovero Systems BV Raamsdonksveer, Netherlands Gripple Inc Aurora, IL

— Basic Members Fort Collins Retail Nursery, Inc Fort Collins, CO Heritage Acres Memorial Sanctuary Cincinnati, OH Hunter Family Farm Locust Grove, GA Winding Creek Nursery & Garden Center Millbrook, IL Queen Genetics USA Inc Wilmington, DE

The Board of Directors nomination period is open until February 16.

Questions? Contact Immediate Past Board Chairman Jon Reelhorn of Belmont Nursery at jreelhorn@belmontnursery.com.

For more information or to apply, visit AmericanHort.org/BoardApply or scan the QR code.

Only owners and employees of Class A Member Companies (Basic, Plus, and Premium Company Members) or Class B Members (individuals engaged in academic studies or in the horticulture industry as a profession but not affiliated with a company qualifying for Class A membership) may submit an application.

2024: February | 9

GET CERTIFIED

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Invest in Your Most Valuable Assets: Your Employees We are thrilled to unveil an important step forward in horticultural expertise: the Greenhouse Technician Certification Program, exclusively crafted

by AmericanHort for the green industry. In response to the growing demand for specialized, accessible education in our field, this online certification program marks the first in a series of certification programs AmericanHort will launch that are tailored to the green industry’s unique needs. Participants will not only enhance their professional skill set but also contribute to elevating the industry’s standard of excellence.

“This is a significant opportunity for our community to grow together, fostering a deeper understanding and mastery of greenhouse operations. We appreciate the advisory group that has worked hand-in-hand together with us to develop this program,” said Ken Fisher, AmericanHort CEO. “We look forward to building upon this program to provide training for all segments of the industry in the future. We feel this is an important role for AmericanHort to play and will help business owners meet their training needs.”

The Greenhouse Technician Certification Program is an online, self-paced program that uses in-depth video demonstrations from industry experts to give your employees specific, actionable knowledge to

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help them perform confidently in their jobs.

The program checks in on their learning and understanding of each module every step of the way with pre-tests, assessment quizzes, module tests, and a final exam. Participants who successfully complete the program will receive a digital badge and certificate to print and put on display.

Key Learning Topics: •

Plant anatomy and nomenclature

•

Essential plant nutrition

•

Soil taxonomy

•

Environmental factors influencing plant growth

•

Fundamentals of pest management and scouting

•

Proper planting and pruning for common ornamental crops

•

Irrigation fundamentals

This program is designed for: •

New employees who need to learn fundamental technician skills

•

Greenhouse technicians who want to brush up on their growing skills to gain greater confidence on the job

•

Supervisors who train new growers

•

Anyone without formal education in horticulture who wants to boost their knowledge and confidence as a greenhouse grower

Hear from a pilot program participant: “ Without a doubt I recommend others, at all levels, take this program. It is a great refresher for those who have been in the industry, and a good baseline for those who are newer to the grower position.

There is a lot of important information discussed in these courses.”

– Kyle Ferrantella, DeGroot Inc.

Learn more at AmericanHort.org/Greenhouse-Certification or scan the QR code.

Applications Open for the 2024 HortScholar Program The HortScholar program is a unique experience designed to help horticulture students create long-lasting industry connections, find future jobs and internships, and experience some of the most exciting aspects of the industry.

Each year, six HortScholars are invited to Cultivate’24, held July 13–16, 2024, in Columbus, Ohio, to volunteer with set-up, meet with industry leaders, join education sessions, present on a horticulture topic of their choice, and network.

The selected participants also receive an all-access pass to Cultivate’24 that includes lodging and meals, and a one-year student membership with AmericanHort.

The program is open to undergraduate and graduate students who are attending two- and four-year colleges and universities. Applications are due March 1.

For more information, AmericanHort.org/HortScholar or scan the QR code.

2024: February | 11

EDUCATION

Grow Forward–AmericanHort Launches Program for Emerging Professionals A new online education series for young and emerging professionals, Grow Forward: Finding Success Beyond the Plants, launched this year. The series provides practical insights, strategies, and actionable tips to help people who are just starting their careers or are new to the industry.

Led by subject-matter experts, upcoming topics include leadership, communication skills, emotional intelligence, managing stress, strategic networking, and personal branding. Each session includes peer-powered learning with discussions. The sessions are open to anyone who wants to learn more about personal and professional development and find success in the workplace and beyond.

The webinars are free for AmericanHort members and $49 for non-members. Recordings will be available in the Hort Knowledge Center, an online resource available to members only.

Grow Forward is sponsored by

Available Now in the Hort Knowledge Center

Grow Forward: Building Your Professional Brand Becky Paxton, Account Executive, Garden Media Group Discover the art of branding to help you gain a 360-degree view of your personal reputation, skills, and values to present yourself professionally in a more authentic and compelling way.

You will participate in a series of solo and peer exercises designed to help you update your personal brand to reflect your best self.

To watch this webinar, scan the QR code to log in to your account.

2024: Febr uary An Ame

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Don’t forget to pass along your Connect Issue to your colleagues.

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TRY

Upcoming Grow Forward Webinars February 28, 1:00 PM ET

Managing Stress and Preventing Burnout Jeanie Chang, Founder & CEO, Your Change Provider, PLLC Join licensed clinician, speaker, executive coach, and author Jeanie Y. Chang, LMFT, CCTP, as she shares how to acknowledge anxiety mindfully to gain insight on managing distress in order to de-stress. Chang talks about being solution-focused for daily mental health hygiene through applicable skills and techniques. Stress resilience is about being proactive, not reactive, to navigate the challenges of today’s workplace as we know it.

March 27, 1:00 PM ET

Why Emotional Intelligence is Critical to the Green Industry Paige Franks, Sr. Executive Search Advisor, BEST Human Capital & Advisory Group Emotional Intelligence (EI) plays a crucial role in fostering personal and professional success.

Now more than ever, EI, also known as EQ, is a valuable and necessary skill in the workplace, especially for young professionals in leadership.

This interactive webinar will explain what makes EI competencies critical relative to leadership ability, stress management, job performance, employee retention, and interpersonal functioning, and provide resources to implement and measure EI in an organization.

To register for these upcoming programs or to learn more, visit AmericanHort.org/Programs/Grow-Forward or scan the QR code.

I NT E R V I E W W I T H

Arianna Cabrera de Oña SVP, General Counsel, and Chief People Officer, Costa Farms February 21, 3:00 PM ET Join us to hear Arianna’s perspectives on industry dynamics, the art of cultivating company culture, and the importance of advocacy work. This is a great opportunity to glean wisdom from a seasoned legal and human resources professional who has made significant contributions to the green industry.

Free for AmericanHort members.

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

2024: February | 13

EDUCATION

Using AI in Your Business February 13, 20, & 27, 1:00–2:30 PM ET Artificial intelligence (AI) can play a multifaceted role in your operations, and this Mastery Series teaches you how. Our speakers go in-depth on AIpowered strategies you can use across your operation, from marketing and content creation to sales and training to security and safety.

You will learn how AI can increase productivity, optimize routine processes, and improve customer experience. Each class provides you with concrete steps to implement AI tools into your business so that you can be at the forefront of technology and ready for the future.

AI in Marketing and Content Creation February 13 1:00–2:30 PM ET Presented by Katie ElzerPeters, Garden of Words, LLC Creating blog posts, marketing emails, social media posts, and other content to keep your marketing hamster wheel going is, to put it lightly, exhausting. Even if you enjoy this aspect of running a business, there’s never enough time in the day.

That’s where generative AI tools can help extend your reach.

AI isn’t a magic wand, though. We’ll also discuss the role human oversight plays in using AI for marketing projects and issues to be aware of when using AI so that you protect your privacy, don’t accidentally break copyright laws, and keep data secure.

The last part of the class will focus on AI features in software you probably already use and how to get more out of those tools.

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AI in Horticultural Sales Training February 20 1:00–2:30 PM ET Presented by Rayne Gibson, Taproots Horticulture Consulting Discover how AI can optimize your sales processes, from lead generation to customer engagement. You’ll learn practical strategies and insights from real-world examples that showcase the transformative impact of AI on revenue growth. Equip yourself with the knowledge and tools needed to harness the power of AI and propel your business to new heights of sales achievement.

AI for Customer Experience, Safety, and Security February 27 1:00–2:30 PM ET Presented by Mario Cambardella, ServeScape Explore how AI tools, algorithms, and data analytics can be harnessed to build customer personas, enhance safety and security, and ultimately lead to more efficient operations and superior customer experiences. You will also learn best practices for seamlessly integrating AI tools for customer service, safety, and security into your operation and how to measure their ROI.

You must register for each of the three classes in the Mastery Series to participate in all of them. Each class is $99 for AmericanHort members and $149 for non-members. Learn more at AmericanHort.org/Education/Mastery-Series or scan the QR code.

EVENTS

July 13–16, Columbus, OH Pre-register February 12–23 for the best hotel selection.

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

August 25–31, Quebec, Canada

September 23–25, Orlando, FL

The 64th International Garden Centre Association’s (IGCA) Congress, hosted

by Garden Centres Canada (GCC), a commodity group of the Canadian Nursery Landscape Association (CNLA), is coming to Montréal and Québec City.

AmericanHort is the North American representative to IGCA.

Attend a unique educational experience that focuses on best practices in young plant production with grower-focused education, experiential greenhouse tours, and a connection-building trade show.

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

Learn more at IGCA24.ca

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

@youramericanhort

About AmericanHort 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.

AmericanHort.org

@AmericanHort

@American_Hort

AmericanHort Connect 2024: February Publisher: Mary Beth Cowardin, Vice President, Marketing & Member Engagement Editor: Cindy Whitt, Marketing Communications Manager Hello@AmericanHort.org 2130 Stella Court 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.

2024: February | 15

Check your confirmation email or registration dashboard for your assigned day to select hotel rooms.*

Book your hotel rooms on your assigned date between March 4–8 from 11 AM–11 PM ET daily, using the link provided in your email or registration dashboard.

* Hotel booking date assignments are based on membership or exhibitor status.

If you miss your assigned hotel selection date, you will be able to select rooms once General Registration opens on March 12 at 11 AM ET (subject to availability).

Register yourself and/or your team between February 12 at 8 AM ET through February 23 at 5 PM ET at AmericanHort.org/Cultivate

HOW PRE-REGISTRATION WORKS:

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February 12–23, 2024

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