AmericanHort Connect June 2024

A System for Safeguarding Plant Health

Growing is a risky business, but the Systems Approach to Nursery Certification (SANC) can help you manage and mitigate threats to your plants. SANC is a comprehensive framework designed to ensure the safety and quality of your production processes, which will make you a better grower. This voluntary program helps facilities that sell products domestically meet state regulatory compliance, grow healthier plants, and lower operational costs.

A systems approach integrates individual measures into a system, resulting in a cumulative effect toward a goal. In this case, the goal is to keep plants healthy throughout production. SANC certification provides you with the regulatory compliance you need for interstate shipping. It can also lead to cost savings. Certified facilities report substantial reductions in pesticide use and improved labor efficiency. Mitigating risks can also increase plant consistency and enhance plant health.

Risk Assessment Tool

The Horticultural Research Institute (HRI) teamed up with the National Plant Board and USDA to develop a web-based risk assessment tool to help growers more easily perform the risk assessment required to participate in SANC. The tool is available, at no cost, to any nursery or greenhouse seeking to improve its processes.

HRIResearch-SANC.org

Obtaining SANC certification is a testament to your commitment to quality and reliability in the supply chain. This recognition can significantly boost your market competitiveness, demonstrating to your customers that your facility upholds the highest standards for producing healthy plants free of regulated pests.

The first step in achieving SANC certification is a thorough facility risk assessment. The Horticultural Research Institute (HRI), the National Plant Board and the U.S. Department of Agriculture developed an online tool to help operations perform the assessment.

The risk assessment involves thoroughly reviewing your operational processes to identify and record potential risk points. Once you know where improvements are needed, you can develop a comprehensive plan to manage and mitigate risks. The information you collect during your assessment can be the starting point for another key element of SANC certification: a facility manual.

Your manual includes detailed information about your company, staff members, job responsibilities, facility maps and risk management procedures. It is your key to maintaining SANC certification during audits, whether conducted within your operation or by state officials. It is also the tool that ensures your policies are enforced, and your operations align with SANC standards.

Welcome

Learn more at SANC.NationalPlantBoard.org or scan the QR code. New AmericanHort Members!

We extend a warm welcome to the new members who joined in March and April.

More than 50 additional organizations and individuals joined AmericanHort. See the full list at AmericanHort.org/NewMembers or scan the QR code below.

Two southern California nursery/greenhouse facilities owned and operated by Altman Specialty Plants are the latest to become certified under SANC—the first facilities in that state. The Altman facilities are in Lake Mathews (Riverside County) and Fallbrook (San Diego County). See what they have to say about the process in a future issue of Connect.

Preventing Stress and Burnout in the Workplace: Strategies for Managers and Employees

In a recent Grow Forward webinar, licensed clinician, speaker, executive coach, and author Jeanie Y. Chang, LMFT, CCTP, shared how to take proactive steps to address stress and burnout in the workplace.

Stress and burnout can result from feeling undervalued, unfairly treated, and unchallenged at work. Managers play a crucial role in preventing these feelings among staff. They can foster a culture where employees feel supported, valued and heard. Even small changes in workplace culture can result in significant benefits.

A manager can check in with their team members by asking:

• On a scale of 1-10, how connected do you feel?

• On a scale of 1-10, how anxious do you feel?

The answers can help a manager recognize where improvements can be made to strengthen connections or lower stress levels. Even incremental changes in the scale can improve an employee’s feelings about the workday ahead.

Individuals should also take proactive steps to manage their stress levels. This can be done through setting boundaries at work, practicing self-compassion when learning a new task, or seeking support from trusted colleagues.

By creating a supportive environment and adopting self-care strategies, both managers and employees can effectively manage modern work-life stressors.

Learn more about solutions-focused strategies for individuals and teams by watching the full recording of the Grow Forward session with Jeanie Chang in the AmericanHort Knowledge Center by scanning the QR code.

Join our next Grow Forward webinar!

Grow Forward:

Working with Gen Z

September 25, 12:30 PM ET

Unlock the secrets to effectively engage and collaborate with Gen Z, the newest generation entering the workforce. Gen Z is a person born between the mid-1990s and early 2010s. Our speaker, Dr. Lauren Griffeth, is an expert in understanding and working with Gen Z.

She will share valuable strategies and practical approaches to bridge generational gaps and foster an inclusive and productive work environment.

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

Kamron Newberry Joins the

AmericanHort

D.C. Office

Kamron Newberry joins the AmericanHort Advocacy and Government Affairs team in Washington, D.C., as the Advocacy Project Coordinator. He will help develop and manage strategic advocacy projects for AmericanHort and its members. His initial focus will be on updating the American Standard for Nursery Stock, the ANSIcertified industry standard providing buyers and sellers of nursery stock with a common terminology to facilitate commercial transactions involving nursery stock.

A Texas Tech University alum, Kamron brings a strong horticultural background with a Bachelor of Science degree in Plant and Soil Science and a Master of Science degree in Horticulture Science. While at Texas Tech, Kamron worked as a researcher in the Urban Horticulture and Sustainability Lab Group, where he focused on greenhouse crop production, controlled-environment agriculture systems, and horticultural resource efficiency. Additionally, he held the role of assistant greenhouse manager for the Texas Tech University Horticulture Gardens and Greenhouse Complex.

Learn more about Kamron at AmericanHort.org/About-Us or scan the QR code.

Contact Your Senators to Pass the Tax Relief for American Families and Workers Act

AmericanHort supports H.R. 7024, the Tax Relief for American Families and Workers Act, which was passed by the House with a bipartisan vote of 357 to 70. The bill would aid U.S. growers, farmers, landowners, and workers in the agriculture and food supply chain. The bill seeks to restore certain tax provisions, such as bonus depreciation and Sec. 179 expensing, which will stimulate economic growth and ease financial burdens. Additionally, the bill aims to remove tax requirements on research and development costs, among other measures.

We urge you to use our automated form to contact your senators directly and encourage them to support H.R. 7024. Scan the QR code to access the form.

Visit the AmericanHort Advocacy Positions & Statements to stay informed on the latest policy at AmericanHort.org/Positions or scan the QR code.

AmericanHort Community Connectors Spotlight

The AmericanHort Community Connectors are passionate representatives from the key segments of the green industry. These volunteers donate time, talent, and ideas to AmericanHort to help inform and guide initiatives so we can best serve your evolving needs. They are a sounding board for new ideas, help ensure relevancy in member offerings, serve as evangelists for our initiatives, and are valuable assets connecting members and the association.

Connector Leads are members of the group who volunteer to take a leadership role in planning meetings, creating agendas, and overseeing group initiatives like the new Roundtable meetings. The leads help facilitate communication between AmericanHort staff members, the Board of Directors liaisons, and the Connector group members.

Our Communities

Connector

Spotlight: Generation Next Community Connectors—

Building Tomorrow’s Leaders

The AmericanHort Generation Next Community Connectors provide a platform for young and emerging professionals from across segments to collaborate, innovate, and lead. Through their dedicated efforts and strategic initiatives, this vibrant community is shaping the future of horticulture.

“Generation Next is extra cool, in my opinion, because we have people from all parts of the industry, not just one sector. This lets us hear lots of different viewpoints,” says Connector Lead Andy Fields of Goodmark Nurseries.

Generation Next is responsible for selecting horticulture students for the HortScholar program, engaging with them throughout the year, and reconnecting with program alums. HortScholars attend Cultivate, the annual education conference and trade show, volunteer with event set-up, attend networking events, and present on a topic of their choice.

“We are expanding the HortScholar dinner this year to include alumni of the program,” says Fields. “We hope this will be an extra opportunity for current students to connect with people who have been in their shoes and see all the different opportunities they have moving forward.”

Earlier this year, Generation Next launched a series called Grow Forward: Finding Success Beyond the Plants to equip young and emerging professionals with tools for success in the industry. The program includes webinars on personal development topics like personal branding, stress management, and understanding emotional intelligence.

“We thought that this general category could attract a wide variety of AmericanHort members,” says Connector Lead Lyndsey Zinni of Millcreek Plants. “This is a large accomplishment for our connector group.”

The series’ success highlights the impact of the Generation Next Community Connectors. By equipping emerging professionals with essential skills and opportunities for networking and growth, they are laying the groundwork for a bright future.

Learn more about all the Community Groups at AmericanHort.org/Connectors or scan the QR code.

Meet with Community Connector at Roundtables

In 2024, roundtables were introduced for all members to meet with Community Connectors and other industry members from industry segments for informative programs and group discussions. Most roundtables will feature a topic(s) pertinent to a specific segment(s).

If you are headed to Cultivate in July, join the Community Connectors webinar for a guide to maximizing your time at the trade show and conference.

Community Connector Roundtable: Preparing for Cultivate’24

June 27, 2:00–3:30 PM ET

Join us for an exclusive Roundtable featuring the AmericanHort Community Connector leaders as they help you prepare for your trip to Cultivate’24. Get the inside scoop, including details on the tradeshow, keynote speakers, educational sessions, tours, workshops, evening events, and more!

Learn how to effectively plan your days, hear firsthand experiences from seasoned Cultivate attendees, and discover strategies for identifying which trade show exhibitors to visit and which education sessions to attend.

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

Celebrate Pollinator Week

June 17–23

Celebrate the role pollinators play in horticulture by digging into our library of webinars from AmericanHort and Horticultural Research Institute (HRI).

Pollinators, Plant Trials, & People: Discovering & Sharing the Best Pollinator Plants

Presented by Steve Foltz, Director of Horticulture, Cincinnati Zoo & Botanical Garden

Hear about the Cincinnati Zoo & Botanical Garden’s commitment to collaborating with community gardeners to support pollinator health through plant trials to determine which plants grow best in the Midwest.

Scan the QR code to view.

Integrated Pest and Pollinator Management for Ornamental Plants

Presented by Dr. Adam Dale, University of Florida and Dr. Jaret Daniels, Florida Museum of Natural History

Learn the importance of protecting pollinators, the effects of insect pests on pollinators, and how pest management strategies can be tailored to reduce damaging pests while still protecting pollinators.

Scan the QR code to view.

Unlocking Self-Acceptance with Positive Intelligence

“I’m my own worst critic!”

“Nobody is as hard on me as I am.”

Such thoughts are common, normal human experiences. The trouble comes when the voices that are driving you to be better, to be better liked, to be more productive, or to be the best turn against you.

In his book Positive Intelligence, Shirzad Chamine explores the origins of those thought patterns, which he calls ‘saboteurs,’ and how to counter them in order to break the cycle. Identifying your saboteurs and redefining your internal relationship with them is a powerful way to tap into your selfacceptance and realize your true potential for success and satisfaction.

In my keynote presentation during the Cultivate’24 Women in Horticulture luncheon, I will offer an overview of Positive Intelligence, or PQ, and the saboteurs. I will share my personal experience with PQ and making peace with my own internal voices in order to break out of a life-long struggle with feelings of inadequacy and self-doubt. You’ll walk away with a basic framework for identifying, labeling, and quelling the inner voices that tell you that you will never be good enough.

Or respected enough. Or safe enough from harm. Or accomplished enough. You’ll just never be…enough.

We hear these saboteurs in our own heads and voices, so we believe them. PQ is a process wherein you shift your trust from those negative saboteurs to your internal ‘sage,’ which is your truest, most authentic self. When you are able to differentiate the healthy, nonjudgmental assessment of a situation from the more familiar judging voice that keeps you under stress and underperforming, you can break free from the latter. We all have these saboteurs to some degree—the trick is to keep them at bay in favor of more productive thoughts that can lift you up instead of holding you back.

My journey with Positive Intelligence was transformative in my life. Without the prevalence of limiting beliefs such as “I’m not qualified for this, there is no point in trying, you’ll just fail,” I found space to take the chances I never would have felt I could take before.

I have found personal and professional success because I re-trained my brain to be just a little kinder to me. There are no promises of happily ever after, but wouldn’t it be nice to feel a little more accepting of yourself? A little more trust in your ability to make connections and achieve success? Wouldn’t it be nice to know that those negative voices are liars and that you are, in fact, enough?

Geneiva McNeale is the owner and CEO of GLM Leadership Solutions. She has been in leadership and professional development training for over 20 years, with audiences in a variety of fields, including horticulture.

Learn more from Geneiva at Cultivate’24

Register for the Women in Horticulture Luncheon to hear Genieva’s keynote, Positive Intelligence: Unlocking the Power of a Positive Mindset.

Monday, July 12, Noon to 1:30 p.m.

$65/pp, including lunch. You must register during Cultivate sign-up or add it to your current registration before July 8.

Learn more at CultivateEvent.org/Experiences#WIH or scan the QR code.

A Blueprint for Better Client Experiences

A Cultivate’24 Workshop

Have you ever discussed a project with a client only to discover that you both had different ideas in mind? The Cultivate’24 workshop, Pencil to Profit—A Sketching and Selling Workshop to Close More Plant Sales, is a hands-on session for garden retail, landscape and interior plantscape that teaches better communication and visualization skills.

Led by Ryan Watkins, a seasoned professional with 18 years of garden retail and landscape experience, this workshop is not just about turning ideas into profitable plant sales. It is about empowering you to navigate planning, designing, and selling with confidence.

In today’s competitive market, talking about a product is not enough. Clients need to see the vision, understand the plan, and feel confident about investing. Whether you are a landscape company or a garden center, this workshop will equip you to move from quick sketches to successful sales.

Learn key concepts, including:

• Consultation Process: Fee vs Free

• How To Create a Quick Sketch

• How to Double Your Average Sale

• Tips to Streamline your Design & Sales Process

• Landscape Design Techniques

“Picture a busy Saturday, where instead of spending 45 minutes discussing plant options, you’ve condensed the interaction to a concise 20 minutes,” says Watkins. “In that time, you ask the client a few questions, whip up a quick sketch, and suddenly, the client is not just considering a $100 plant purchase but excitedly contemplating an $800 investment.”

For retail garden centers, this means elevating the customer experience and increasing buyer confidence. By offering a clear vision of how plants will complement their space, customers are more likely to invest in higher-priced items.

On the landscaping side, the workshop equips staff with skills to sketch designs on the spot so clients fully grasp the proposed concepts instead of relying solely on botanical plant names that clients may not understand.

Wholesale growers can also learn techniques for improving their sales process. Whether selling directly to landscapers or supplying retail outlets, the ability to convey their products visually through a sketch can significantly impact their bottom line.

Pencil to Profit—A Sketching and Selling Workshop to Close More Plant Sales

Saturday, July 13, 9:00 AM–4:00 PM

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

This streamlined approach to consulting guides clients through a swift decision-making process and fosters excitement in bringing visions to life. It is a win-win situation that builds stronger connections and paves the way for future success.

By implementing the techniques learned in this workshop, your company can increase revenue, as Watkins assures, and create better client experiences.

Equip Your Team with Knowledge and Skills for Success

The Greenhouse Technician Certification is a self-paced, online learning opportunity that teaches people with little or no experience the skills they need to work in greenhouses successfully.

Visit the website to access a free video preview!

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

AmericanHort Welcomes the HortScholar Class of 2024

The AmericanHort HortScholars program introduces horticulture students to the industry, its opportunities, and its leaders, setting them on a path to success. The participants are given a beyond-the-classroom experience, giving insight and awareness of the industry, its supply chain, and where the scholars might find a home for their passion. The focus of the program is on professional development, including attending educational sessions, networking, and working with industry mentors at Cultivate.

Learn more about the 2024 HortScholars.

Jack Bobo

NC State University

Jack is currently pursuing his Ph.D. at NC State University, where his research focuses on sustainable growing media and greenhouse production. His passion for horticulture is evident as he strives to contribute to solving critical issues in the field and advance the industry’s sustainability.

Forrest Brown

Virginia Polytechnic University

Forrest recently completed a Ph.D. at Virginia Tech focused on nitrogen fertilizer application and losses in containerized crop production. Eager to enhance production practices, Forrest aims to delve deeper into horticultural research.

Rose Elbert

Michigan

State University

Rose Elbert is currently completing her undergraduate degree at Kansas State University, she will soon embark on graduate studies at Michigan State University, focusing on controlled environment herb research. With aspirations to become a professor, Rose aims to teach and conduct research that contributes meaningfully to the horticulture industry.

Mya Griffith

Florida Gulf Coast University

Mya, an undergraduate at Florida Gulf Coast University, is researching the integration of Controlled Environment Agriculture (CEA) and hydroponics for horticultural applications. She aims to continue exploring these techniques in graduate school with the hopes of developing a sustainable future for crop production, serving both commercial and recreational growers while ensuring highquality consumer products.

Samuel Mattia

California State Polytechnic University

Samuel is a plant science graduate student at California State Polytechnic University. His research focuses on using Artificial Intelligence and remote sensing to optimize crop production in Controlled Environment Agriculture. Samuel’s passion for agriculture was sparked early in Sierra Leone, leading him to innovate climatesmart indoor growing units and pioneer soilless cultivation techniques in his country. He aspires to earn a Ph.D., collaborate with top vertical farms globally, and establish his urban farm, integrating technological innovations in plant science.

Taylor Steele Horticultural Therapy Institute

Taylor, a future student at the Horticultural Therapy Institute, found her passion through vegetable gardening with family and friends. She wants to make the therapeutic benefits of growing plants accessible to all. Her background in special education reinforced her commitment to disability advocacy, promoting the use of horticulture in therapeutic and academic settings, and the importance of accessibility in community and public gardens.

Meet the HortScholars at Cultivate’24

Join the Ignite Presentations Tuesday, July 16 at 9:00 AM on the tHRIve Knowledge Center Stage to see the HortScholars present on a topic of their choice.

Learn more about the class of 2024 at AmericanHort.org/HortScholar or scan the QR code.

Attention HR Professionals

AmericanHort is offering sessions at Cultivate’24 that qualify for your Society for Human Resources Management (SHRM) professional development credits. Available with an All-Access Pass.

SHRM Recertification Approved Sessions:

• Game-Changing Recruiting Strategies

• Maximizing Employee Retention

• Coaching Conversations

• Generations in the Workplace

• Redefining Recruitment: Innovative Strategies Beyond “Post and Pray”

• Generations in the Workplace: Working Across Generations

• Strengths-Based Leadership

• Valuing and Leveraging Diverse Perspectives for Greater Success

• Employee Appreciation

Learn more about the sessions by scanning the QR code.

AmericanHort Board Reviews Future Changes for Cultivate Event Schedule

With careful consideration, the AmericanHort Board of Directors has reviewed the various factors surrounding the potential change in the day pattern for Cultivate in the future. They have thoroughly examined the facts, costs, advantages, and disadvantages of moving away from a weekend schedule and have concluded that it is in the best interest of the tradeshow and conference to maintain Cultivate as a Saturday-toTuesday event in July.

hotels, and other stakeholders, to assess the feasibility and incremental costs of shifting away from weekend dates.

We understand that scheduling an allindustry event during the summer, starting on a Saturday, may not be ideal for all participants. Yearly, we receive requests to explore alternatives to the weekend start, and we continuously explore these options. However, the decision is complex due to contractual obligations with other event organizers, who hold rights to adjacent dates at the Convention Center for several years ahead. Additionally, attendee, exhibitor and educator costs associated with the event change when moving away from the weekend, making participation more expensive.

Moving to a Monday event start also impacts the set-up and tear-down schedules for our exhibitors, some of whom initiate preparations three days prior to opening day. We maintain an ongoing dialogue with our key event partners, including the Greater Columbus Convention Center,

Congratulations to our April winner:

Katie LaRose Prides Corner Farms, Inc, Lebanon, CT

We are committed to monitoring this situation closely to ensure that Cultivate maintains an optimal structure that serves the interests of our valued attendees, exhibitors, and educators. Your continued support of AmericanHort and Cultivate is deeply appreciated.

We eagerly anticipate welcoming you to Cultivate’24, scheduled for July 13–16 at the Greater Columbus Convention Center.

For further information, please visit Americanhort.org/Cultivate or scan the QR code.

GOSEEK & FIND

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 July 8.

SEPTEMBER 23–25

ORLANDO, FL

Seeding Smarter Solutions for Better Performance

The road to better performance starts at the 2024 Plug & Cutting Conference. With educational programs, a greenhouse tour, and a trade show, growers of all experience levels can learn best practices in young plant production and discover innovative ideas to enhance the productivity and profitability of their facilities.

Grower-Focused Education

Elevate your skills with help from expert speakers and industry-leading growers who will dig into topics like:

• Best Management Practices

• Pests & Diseases

• Production Inputs

• NEW! Two tracks of bonus pre-recorded sessions

Experiential Greenhouse Tours

Our greenhouse production tours give you a behind-thescenes look at top Florida operations:

• AG2 TC

• Agri-Starts

• Costa Farms

• Knox Horticulture

Connection-Building Trade Show

Learn about the newest technologies and equipment from companies showcasing products and services that meet the needs of plug and cutting producers and their operations.

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

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. WITH US

@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.

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@American_Hort @AmericanHort

AmericanHort Connect 2024: June

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.

It’s Time to Renew Your Membership It’s that time of year again for many of our members—membership renewal. More than two-thirds of AmericanHort members have a membership renewal date of June 30, 2024. If your membership is up for renewal, your administration contact should have received an email with a link to renew online. We appreciate your membership and support of the association. Renew now to continue to receive your membership benefits and drive the collective success of the industry. Contact us at (614) 487-1117 or Hello@AmericanHort.org with questions.