Three Ways to Prepare Your Business for a Successful New Year
The start of a new year is a perfect time to reflect on where your business is heading and lay the groundwork for success. Drawing on insights from industry experts featured in AmericanHort educational programs, here are three key strategies to help improve your operation and drive success in the year ahead.
Ask Your Customers for Feedback
Conducting customer surveys helps you gauge what your customers want, their challenges, and what new products or services they would love to see. You can conduct surveys one-on-one in person or during business calls, through online platforms, or using your current email list.
“Your customers have the secret ingredients of success for your business,” says Ken Lane of Lane & Associates. “If you've got an email list of 1000 names, there are enough names to do an annual survey blast and to get benchmarking information from them.”
The survey results are invaluable for deciding where to grow your business in the new year. Clients who see their suggestions implemented have increased brand loyalty because they know their voices are being heard.
Discover more in Retail Roundtable: Using Trends and Financial Insights for Garden Retail Planning.
Use Technology to Your Advantage
Look for ways to incorporate AI technology into your business to streamline processes and save time. To start, identify areas of your business where AI could provide the most value.
For example, an AI-powered chatbot or virtual assistant can handle common customer inquiries, freeing your customer service team to focus on more complex issues. This can improve response times and enhance customer experience.
You could also improve transportation and logistics by using AI to create more efficient routes. AI can consider factors like traffic patterns, weather conditions, and vehicle capacity, leading to cost savings, reduced fuel consumption, and faster delivery times.
To protect your information, involve your employees in the AI implementation process, provide training, and establish clear guidelines on the appropriate use of AI tools.
Uncover other uses in Industry Insider: AI for Horticulture Businesses.
Enhance Company Culture
The success of any business depends on the growth and development of its employees. As the next generation of talent enters the workforce, companies should recognize that these individuals may prioritize different values.
When recruiting, highlight your company’s commitment to positive societal impact, diversity, and sustainability. These are key priorities for those who grew up with a larger worldview because of the Internet and social media. The next generation wants to work for organizations that align with their principles, so share how their efforts can contribute to their goals.
Offering flexibility, such as hybrid work options, can make your company more attractive. This generation values work-life balance, so be upfront about schedules and time off.
"When you advertise a position, be authentic about the workload, share if it has a flexible schedule or not, and what your expectation is up front,” says Dr. Lauren Griffeth of Focused Leadership Solutions.
Learn more about the next generation in Grow Forward: Working with Gen Z.
By analyzing customers’ needs, integrating technology to streamline operations, and creating an environment where employees feel engaged, you’ll set a strong foundation for growth this year.
Dig deeper into these topics by searching for the webinar in our online education library. Visit AmericanHort.org/LearnOnline, or scan the QR code.
A Letter from Ken Fisher
As we start a new year, I want to take a moment to express my sincere gratitude for your continued support of AmericanHort. Your partnership has been invaluable as we work together to help our members and the horticultural industry perform better, grow faster, and prepare for the future.
Looking ahead to 2025, I am excited about the opportunities within our industry, and our team is proactively preparing for any market, economic, and political uncertainties that may arise. With the support of our dedicated team, Board of Directors, and the many industry leaders who contribute to our efforts, we are focused on helping you navigate the changes in 2025 with confidence. Our industry is always evolving, and we are committed to providing solutions that address market dynamics, workforce challenges, and advocacy issues.
As part of our continued focus on your business's growth and development, we continue to develop new and valuable programs and resources for our members. Be sure to mark your calendar for Cultivate’25, taking place July 12-15, 2025, in Columbus, Ohio. Cultivate is an unparalleled opportunity for industry professionals to network, conduct business, attend educational sessions, and support the Horticultural Research Institute. Building on the success of Cultivate’24, which saw record attendance, we are focused on delivering even greater value through our tradeshow, 150+ educational sessions, outstanding field tours, and numerous professional networking opportunities. It’s our industry celebration.
A key priority for AmericanHort is being your trusted partner in employee development. Our expanded educational programming includes both in-person and virtual events, certification programs, Spanish-language resources, and our HRI Leadership Academy. Stay informed about our upcoming events and webinars by regularly checking our emails and visiting our website at AmericanHort.org.
Our advocacy efforts continue to grow as we address critical legislative and regulatory issues, including labor, environmental, transportation, tax, and other small business concerns affecting our industry. We remain steadfast in advocating for sensible improvements to seasonal workforce programs, including efforts to address the Department of Labor’s overreach with recent H-2A worker protection rules. I also encourage you to join us next fall at the Impact Washington Summit in Washington, D.C. This biennial event offers an opportunity for our industry to engage directly with elected officials, advocating for key issues like H-2A/H-2B reforms, workplace rules, research funding, and tax policies that benefit our member businesses. Our collective voice is being heard, and we’re already seeing positive changes. 2025 will be a pivotal year as we work with the new administration to establish our industry’s priorities.
Your unwavering support and active engagement are the driving forces behind the success of AmericanHort. As we look to the future, we remain committed to being your advocate and growth partner. I look forward to collaborating with each of you in 2025 to explore new ways to help your business thrive and ensure the long-term success of our industry.
On behalf of our exceptional AmericanHort staff and Board of Directors, thank you for being a valued member of our Association. What we do together matters!
Ken Fisher, AmericanHort President & Chief Executive Officer
Nominations Open for AmericanHort Board of Directors
The AmericanHort Board of Directors comprises leaders who drive growth, innovation, and success in the horticulture industry. Nominate an inspiring member or apply yourself to help shape the future of horticulture.
This dedicated group steers the association’s mission to serve and support horticulture businesses. Board members serve three-year terms, with the next term starting in July. Step forward to make an impact!
The nomination period is open from January 20 to February 14.
Contact Rob Lando, AgriNomix, Immediate Past Board Chair and Nomination Committee, with questions at RobertL@WesternRootsLLC.com.
For more information or to apply, visit AmericanHort.org/BoardofDirectors or scan the QR code.
Download the 2025 Grower Calendar
Plan for a successful new year with the AmericanHort grower calendar. Download the 2025 calendar, and don’t forget to make extra copies for your office.
Download a copy of the calendar at AmericanHort.org/2025GrowerCalendar 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 the horticulture industry as a profession but not affiliated with a company qualifying for Class A membership) may apply.
How to Get the Most Out of Your AmericanHort Membership
Your AmericanHort membership helps you connect, learn, and grow so your business can thrive. From exclusive resources to networking opportunities, here are the top ways to maximize your membership and set your business up for success.
1. Update Your Company Profile
Ensure your company profile is current and complete. When your company is a member, all of your employees are members, so add your current employee roster to ensure that all team members receive important updates, newsletters, and valuable resources.
2. Attend AmericanHort Events
Our industry events are invaluable for growing your professional network and gaining firsthand knowledge of industry developments. Save the date for these 2025 events:
• Cultivate’25: The industry’s premier trade show and educational conference will be held July 12-15 in Columbus, Ohio. This is a place to network, discover new products, and stay ahead of trends.
• Impact Washington Fly-In Summit: A biannual event in Washington, D.C.,
where you can engage with policymakers and discuss legislative issues affecting the industry. The date for this fall’s event will be announced soon.
3. Utilize Advocacy Resources
AmericanHort provides members with vital resources for navigating legislative and regulatory challenges. By staying informed about policy changes, you can ensure your business is compliant and positioned for success. Staying updated with the biweekly newsletter, Impact Washington, a digest of the latest legislative developments.
4. Enhance Your Skills
AmericanHort offers education webinars year-round to foster continuous learning. Led by industry experts, the topics cover foundational knowledge, professional development, and more. Whether you join a live webinar or watch a recording in the online library, this valuable content supports your growth and success. In addition to webinars, we also offer:
• The Greenhouse Certification Program offers online training to develop your employees' skills in greenhouse operations. This turnkey training solution allows employees to learn on their own schedule and demonstrate their skills to supervisors.
• The Community Connector Roundtables are a great opportunity for networking and learning from your industry colleagues.
5. Explore the Knowledge Center
AmericanHort offers a library of resources, including articles, news, the latest member Resource Directory, and the full archive of Connect member newsletters. These documents cover a range of industry trends, best practices, and business strategies that can help you stay informed and competitive.
Congratulations
to our November/December winner: Kathrein Markle
Wekiwa Gardens Apopka, Florida
6. Stay Informed on Research
The Horticultural Research Institute (HRI), the research arm of AmericanHort, is dedicated to advancing the horticulture industry through scientific research and student scholarships. HRI focuses on research that addresses critical issues like sustainability, pest management, and crop improvement.
7. Leverage Business Resources
AmericanHort offers tools and services to help your business grow and perform better. From savings programs and access to expert advice to industry benchmarking surveys that provide valuable market insights, you can find the resources you need to thrive.
• Benchmarking Surveys: See how your business compares to others by participating in a confidential salary and benefits, financial, or sustainability survey.
• HR Peer Sharing Group: Monthly virtual meetings where human resource professionals share ideas and best practices.
Explore our website to learn more by visiting AmericanHort.org or 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 February 3.
Growing Success at Twixwood Nursery
Twixwood Nursery is a wholesale grower of groundcovers, perennials, and ornamental grasses. Located in Berrien County, Michigan, the nursery serves areas such as Chicago, Detroit, Milwaukee and Indianapolis.
“Originally, the nursery was a centennial family farm growing fruits and vegetables. And in the 1960s, they started hearing about a need for ground covers, so they started propagating vinca on the picnic table in the backyard,” says Homer Trecartin, Jr., Sales & Production Planning Manager.
Twixwood’s client base primarily consists of wholesale resellers and commercial and residential landscape markets. Vinca and Pachysandra are their top sellers, but over the years, they added perennials and ornamental grasses and experimented with many other products and techniques, like propagation.
From Propagation to Plug Succes
The nursery initially focused on propagating plants for internal use, with growers saving cuttings or divisions in gallon-sized containers. Occasionally, they would have extra plants, which they started listing for sale. Their landscape clients showed interest in purchasing the plugs for their projects, so this side activity grew into a more deliberate effort. Trecartin attributes the idea to native plant advocates successfully using plugs in natural landscapes.
“A lot of landscapers have said, ‘If you can plant a native Rudbeckia from a plug out in a prairie and have it thrive, then I should be able to plant it in a garden or near a house the same way,” he says. “It’s less expensive, and while it might take a little longer to fill out, the difference isn’t significant if you’re doing it right.”
Trecartin adds that, while they aren't a large-scale liner nursery, offering liners to their landscape clients added flexibility and value.
The company has also seen significant growth in its ornamental grass market because of the visual impact and minimal upkeep. With the increased interest in native plants, these grasses fit the bill for clients looking for sustainable options for their customers.
Twixwood Nursery Field, Perennial Cutting Stock
Twixwood Nursery’s First Greenhouse circa 1970
“They're relatively low maintenance because they only need to be cut back once a year,” says Trecartin. “They’re less expensive than a shrub but still have a bigger impact in a landscape than some of the other perennials.”
Year-Round Work Keeps Long Term Staff
With up to 160 employees during peak seasons, Twixwood relies on a dedicated and experienced workforce, many of whom have been with the nursery for years.
The nursery takes advantage of its rural location, surrounded by a mix of agricultural activities like fruit orchards, vegetable farms, and row crops. The location provides a seasonal labor pool, as workers often join the nursery during the spring rush before transitioning back to farm work when harvests like tomatoes begin.
“It has helped because we'll get people in the spring when we have the bigger rush, and those farmers aren't looking for workers quite yet,” says Trecartin.
During the slower winter months, the nursery focuses on tasks like dividing grass dug in the fall. The grasses are stored dormant in greenhouses and later divided into liners, providing year-round employment for their staff.
A Juggling Act: Sales and Production
Managing a team of sales representatives and overseeing production planning, Trecartin wears many hats. His responsibilities range from inventory
management to communication with landscapers through the nursery’s wholesale yard.
Inventory accuracy is one of Trecartin’s biggest challenges. His team conducts cycle counts to check plant conditions and categorize inventory, particularly for perennials. Unlike annuals, which have a clear sales window before expiration, perennials undergo multiple growth cycles, requiring trimming and reassessment over time.
“Over the years, we’ve developed a process to categorize their condition. This allows our sales team to see which plants are ready to sell now, which will be ready in a few weeks after trimming, and what new production is on the horizon,” says Trecartin.
The Value of Industry Involvement
For Trecartin, membership in local and national associations supports their business needs and allows the nursery to give back to the industry.
“We’ve always supported the regional associations, but around the time of COVID, I saw the need for advocacy support,” says Trecartin.
Many businesses, including his, were unsure if they could continue operating under the stay-at-home orders in the early stages of the pandemic. He knew it was important that the horticulture industry’s needs were communicated to policy decision-makers.
“Thankfully, that is one hat I don’t have to wear alone. Switching our American Hort membership to the premium level was the first step and a very easy way to begin supporting the advocacy efforts that communicate who we are and how important we are (as an industry).”
Trecartin says being part of an association is vital for the connections and sense of community it fosters and highlights, “Networking and building connections is a big part of why I stay involved. It feels like a big family, and seeing and connecting with everyone in person is invaluable.”
Main Farm (Shawnee)
From HortScholar to Cultivate Cornerstone
In our new series on past HortScholars, we catch up with Doug Schuster, one of the original participants who has since become a familiar face behind the scenes at Cultivate.
Inspiring stories often show how individuals uncover their true talents in unexpected ways. Whether through playing sports, trying a new hobby, or taking a class, the journey of selfdiscovery can reveal hidden passions. A little exposure is sometimes all that's needed to find the path meant for you.
When it comes to what to pursue in horticulture, Doug Schuster has a message that will help make the journey forward clearer for any young person in the field: Get yourself to Cultivate. And, if possible, attend as a HortScholar. Schuster was chosen as one of the first program participants in 2007.
Each year, six students from associate, undergraduate, or graduate programs are selected as HortScholars and invited to the Cultivate in Columbus, Ohio. The program offers an immersive behind-thescenes experience where students can gain insights into the industry, from research and production to retail and business, to help them discover which path they may want to pursue in horticulture.
Discovering Possibilities
Schuster learned about the HortScholar program from a professor at The Ohio State University’s Agricultural Technical Institute (ATI) while he was a Greenhouse Production and Management student. As one of the first-ever scholars, Schuster took full advantage of the opportunities the program presented. He met with industry heavyweights such as Ball Horticultural Company’s Anna Ball and Dr. Marvin Miller and interacted with horticulture students at other universities. Schuster is still connected to his fellow HortScholars today, nearly 20 years later.
Another aspect of Schuster’s time in the program was assisting with preparations before and during the Cultivate event. That spirit of volunteerism remains with him today.
“I’ve been volunteering almost every year since I was a Scholar,” Schuster says about his experience with Cultivate. “About eight or nine years ago, I became a little more closely involved. I now help procure plant material and products to decorate the convention center for Cultivate.”
If you’ve ever walked the main concourse
during the show and marveled at the elaborate displays, you can tip your hat to Schuster. And if that weren’t enough involvement, he also helps coordinate volunteers during set up and tear down.
“I first met Doug at Cultivate when he was a volunteer, and soon after, he began managing plant and materials donations for the event,” says Jennifer Gray, Horticultural Research Institute Research Programs Administrator. She also leads the planning and execution of the Cultivate decoration for the AmericanHort team.
“Since then, we’ve worked closely together to lead the decorations process and volunteer management to develop and build all the display gardens at Cultivate. Over the years, his efforts have been a tremendous help to AmericanHort as we prepare for and execute this world-class industry event,” she says. “After nearly 20 years, Doug remains an integral part of what makes Cultivate a premier tradeshow that fosters industry commerce, learning, and networking.”
Finding a Path
Attending Cultivate and being a HortScholar did indeed help Schuster see his career path more clearly. Once he graduated, Schuster worked for OSU ATI as their greenhouse manager. He then transitioned to Kingwood Center Gardens, a botanical garden in Mansfield, Ohio, where he eventually became Director of Horticulture. After a stint in his family’s wholesale retail greenhouse, Schuster and his wife purchased their own business, Root 58 Greenhouse, in Amherst, Ohio. Spring 2025 will be their first season to be open for business with this new venture.
“It's easy to hear about the industry and have a sense of what you want to do, but I think you can’t fully grasp the scope of the industry and its opportunities until you're at an event like Cultivate,” says Schuster.
His advice for those considering a career in horticulture is this: “If you're looking to get into the industry and you haven't been (to Cultivate), you need to check that box before you get locked into a particular segment of the industry. You might have a realization of other opportunities you want to pursue.”
Applications are open for HortScholars at Cultivate’25
Gain industry insights, hands-on experience, and career-building connections this July in Columbus, Ohio. HortScholars network with leaders, volunteer behind the scenes, attend educational sessions, and explore groundbreaking products and trends.
HortScholars receive:
• All-access pass to Cultivate’25
• Complimentary lodging and meals
• Exclusive mentorship and networking
• Opportunity to present a topic
• Free one-year AmericanHort Student Membership
Undergraduate or graduate students attending two- and four-year colleges and universities in North America pursuing a degree in ornamental horticulture, floriculture, or a related field are invited to apply by January 31.
For more information, visit AmericanHort.org/HortScholar or scan the QR code.
What’s On the Horizon in Government Policy in 2025
by The AmericanHort Advocacy and Government Affairs Team
With the 119th Congress ushering in a Republican-controlled Senate (53-47) and a closely divided House (220-213, with two races yet to be finalized), the legislative landscape for 2025 promises significant implications for horticulture businesses. Here is an overview of key priorities and potential policy shifts to watch:
Farm Bill Reauthorization
The Farm Bill remains a foundational piece of agricultural policy, with important provisions impacting the horticulture industry, including:
• expanded eligibility for disaster assistance programs,
• increased funding for research, including the Specialty Crop Research Initiative and modernized ag research facilities,
• enhanced crop insurance options tailored to specialty crops, and
• additional resources for plant health and pest management, including reforms to the Federal Insecticide, Fungicide, and Rodenticide Act (FIFRA).
Labor and Immigration Reform
Labor shortages continue to challenge the industry, with efforts focusing on immigration reform and securing a reliable workforce. Expect policy debates to highlight the critical role visa programs like the H-2A and H-2B play in sustaining the horticulture labor market.
Trade, Transportation, and Supply Chain
Supply chain disruptions and transportation inefficiencies will remain key priorities in 2025. Policymakers aim to address these challenges to ensure the efficient movement of goods and support domestic and international trade for horticulture products.
Tax Reform and Appropriations
Potential tax policy changes and funding appropriations could impact the financial outlook for horticulture businesses. These developments could influence operational costs, requiring careful financial planning.
How You Can Get Involved
With a new Congress and shifting leadership, staying engaged will be critical to navigating policy changes and safeguarding your business's interests in 2025. To advocate effectively:
• Build relationships with Congressional staff at both federal and district levels.
• Host visits to your business to demonstrate the industry's contributions and challenges.
• Participate in events like the Impact Washington Fly-In Summit this fall to connect with policymakers and support industry advocacy efforts.
Kamron Newberry, Advocacy Project Coordinator, KamronN@AmericanHort.org Washington, D.C., is constantly evolving, and this information reflects the latest updates as of November 2024.
Honoring a Legacy: Peter Orum’s
Lifelong Impact on Horticulture
The horticulture industry mourns the passing of Peter Orum, 82, a visionary leader whose impact will endure for generations. Born in Denmark in 1941, Peter and his wife Irma built Midwest Groundcovers near Chicago into a worldclass family of plant-growing businesses. A passionate advocate for collaboration, Peter led major industry associations, serving as President of the American Nursery & Landscape Association and the Horticultural Research Institute (HRI), earning induction into the ANLA Hall of Fame in 2010.
A tireless advocate for agricultural labor and immigration reform, Peter bridged divides to create meaningful progress. His investments in horticultural research and endowments to HRI reflect his commitment to fostering future industry leaders. Peter's dedication, high standards, and passion leave a lasting legacy that will inspire for years to come.
Read the full article at HRIResearch.org or scan the QR code.
Apply for the 2026 Class of the HRI Leadership Academy
A healthy and robust industry is one with connected leaders who positively impact their businesses, industry, and communities. The Horticultural Research Institute (HRI) launched the HRI Leadership Academy to nurture future leaders in the green industry through leadership and business skills training, personal and professional growth, and networking opportunities.
The one-year program consists of online and in-person training sessions covering fundamental business management and leadership skills in business strategy, leadership and people management, finances and advocacy, and managing the value chain.
HRI is accepting applications for the HRI Leadership Academy Class 2026 through February 7, 2025. This one-year program includes in-person training and online courses and culminates with a final presentation at Cultivate’26.
Candidates with at least five years of leadership experience and seven years of industry experience will be given preference. Applications are due February 7, 2025.
Apply at HRILeadershipAcademy.org or scan the QR code.
Free for AmericanHort members.
Sponsored by
How Accountability Shapes Goal Setting
Presented by John Kennedy, BoomerWrangle, LLC
January 16
Knowing how to set and achieve goals while remaining adaptable is key to personal and professional success. Learn the essential skills and strategies to set meaningful goals and stay accountable on your path to success.
Intuitive Decision Making: A Shortcut to Success
Presented by Meg Morrison, MTM Coaching and Consulting
February 24
Intuition is a scientifically proven, measurable part of the human experience, and we can learn to leverage it for greater personal and professional success. Discover how to harness your intuition to more informed decisions.
Each class is $99 for AmericanHort members. You must register for both sessions individually.
Personal Branding Bootcamp: Two-Part Series
Presented by Becky Paxton
February 13 and 20
Elevate your personal brand in this two-part series, where you’ll access your reputation, target the values that guide you, and leverage the skills that set you apart in the green industry, then launch your brand using the same principles and techniques of global brands.
Learn more about these and other webinars in 2025 by visiting AmericanHort.org/Education or scanning the QR code.
Launching in 2025: AmericanHort Greenhouse Section Grower
Equip your team with the knowledge to effectively address common growing challenges so they can produce high-quality plants and achieve production goals.
The AmericanHort Section Grower
Certification teaches essential horticultural skills through scientific principles and actionable strategies. With 16 expert-led courses, participants learn best practices in:
• Managing substrates, advanced nutrition, and plant reproduction
• Controlling pests, diseases, and optimizing water quality
• Enhancing quality control, crop scheduling, and greenhouse lighting
Take your team and your business to the next level by optimizing plant health in the greenhouse.
Learn more at AmericanHort.org/Certification
Come see AmericanHort at
Suitcasing Policy
the act in which unauthorized individuals or companies attempt to solicit MANTS. The unauthorized individuals may have registered as show attendees or booth space with companies who are registered as legitimate exhibitors. In the the exhibitor is knowingly permitting a non-registered company to use its an act in defiance of show rules.
not permitted at MANTS. This policy includes attendees trying to solicit themselves, as well as exhibitors who are letting non- registered companies booth space.
companies must be contracted with and through show management. Exhibitors their exhibit space nor permit any other company to use their exhibit space circumstances. All companies that wish to exhibit at MANTS should submit a wait the link to which is found on the homepage of the MANTS website,
Member Reception
who is observed to be soliciting business in the aisles or other public spaces, in company’s booth, or in violation of any portion of the Show Guidelines, will be asked immediately. Please report any violations you observe to Show Management. You show office at 410-649-7472 or flag down one of us as we walk the show floor.
Thank
We warmly welcome our new members who joined in October through December.
See the list of organizations and individuals who joined at AmericanHort.org/NewMembers or scan the QR code
get the business card of the individual who is suitcasing. Show Management will find the “suitcasers” and remove them from the building.
to
exhibitors who engage in suitcasing, meaning they have knowingly included, and companies not registered with Show Management to work from the exhibitor’s penalties to include closure of your booth, loss of years of seniority, and /or future shows. Incidences reported will be addressed by Show Management.
together to protect our MANTS exhibitors, our show integrity, and reputation Masterpiece of Trade Shows.”
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.
Policy individuals or companies atte individuals may have regis are registered as itimateleg exhibitors. In the permitting a gisterednon-re company to use its rules. This policy includes attendees trying to solicit exhibitors who are letting non- registered companies with and through hows management. Exhibitors
AmericanHort Connect 2025: January
Publisher: Mary Beth Cowardin, Vice President, Marketing & Member Engagement
