AmericanHort Connect October 2023

Representative Dan Newhouse (R-WA-4) discussed the expansion of the H-2A program and border security during the Summit.

Your Voice in Washington, D.C.

The AmericanHort Advocacy Team leads efforts to protect the interests of horticulture businesses. Based in Washington, D.C., the team works on your behalf to ensure your business is represented at the Federal level. We track legislation on key issues such as:

• Business practices, regulation and compliance

Advocate for federal policies that benefit the profitability and growth of member businesses.

• Sustainable management technologies and practice

Highlight to lawmakers that plants and managed landscapes provide economic and health benefits to communities.

• Research and innovation

Support ample research funding to resolve regulatory challenges.

• Ensuring an adequate workforce

Favor reform that addresses the labor needs of member businesses to secure the integrity of our future workforce.

How you can get involved

This year’s Impact Washington Summit may be over, but you can still get involved to help us protect your business interests. Here are some ways to participate in advocacy efforts:

• Connect with our team on issues that matter to your business.

• Invite elected officials to tour your facility or business operation.

• Join the Plant Political Action Committee (PlantPAC) to ensure candidates who align with our industry are elected or reelected. To participate, we must have permission from you to communicate about PAC activities. You can complete a form to grant such permission by going to AmericanHort.org/PlantPAC.

• Attend networking and advocacy events to connect with industry leaders and decision-makers.

• Stay updated on policy positions and statements so you can speak to your local representatives.

• Participate in Member Voice—a tool to send pre-written communications, which you may customize to your elected officials. AmericanHort will notify you when your participation in these communications is needed.

For more information, visit AmericanHort.org/Advocacy

The 118th Congress

Having a voice on Capitol Hill is more important than ever. The 118th Congress is one of the youngest and newest in history, with 81 new members of the House and Senate with an average age of 51. More than 200 members of the current House have never voted on a Farm Bill.

The 2018 Farm Bill was set to expire on September 30, 2023. At the time of this publication, Congress had not made decisions about the bill’s reauthorization. As Congress works to draft the bill, we will continue to advocate for programs that support the green industry in the face of weather disasters, high supply costs and inflationary pressures.

Meet Matt Mika

Matt Mika is the new Vice President of Advocacy and Government Affairs. He leads strategic initiatives to promote legislative and regulatory policies that foster the horticulture industry’s growth, innovation and sustainability.

With two decades of experience in advocacy and government affairs, Matt will play a crucial role in advancing the mission to advocate for and protect the interests of the horticulture industry at all levels of government. His expertise in navigating the complexities of government affairs and his strong relationships with policymakers will be instrumental in amplifying our industry’s voice and influence on critical issues.

NEW MEMBERS OF THE 118TH US CONGRESS

AVERAGE AGE OF CONGRESS MEMBERS

OVER 200 MEMBERS OF THE HOUSE HAVE NEVER VOTED ON A FARM BILL

Prior to joining AmericanHort, Matt served as the Director of Government Relations for Tyson Foods, Inc. in Washington, D.C. During his 12-year tenure with Tyson Foods, he worked on issues before the House and Senate Agriculture and Appropriations Committees, along with focusing on House specific issues regarding agriculture, transportation, environment, energy and ethanol matters.

Matt’s prior work includes working for the American Meat Institute, now the North American Meat Institute. He also worked for three Members of the Michigan Delegation, Rep. Nick Smith (R-MI-07), Rep. Dave Camp (R-MI-04), and Rep. Tim Walberg (R-MI-07). Mika spent five years working in the Michigan state legislature for former Lieutenant Governor Dick Posthumus and former State Representative David Palsrok (110th). Additionally, Matt ran several successful state representatives, statewide and congressional campaigns and worked on the advance team for President George W. Bush.

You can learn more about Matt’s background at AmericanHort.org/aboutus/our-team.

Contact Matt at MattM@AmericanHort.org.

SUMMIT RECAP

AmericanHort Delegation Descends on Washington, D.C. for Impactful Summit

Over 120 dedicated members of AmericanHort and state association executives converged in the Nation’s Capital from September 18–20 for the Impact Washington Summit. They engaged with legislative experts to delve into critical green industry matters and held meaningful discussions with their respective state congressional representatives.

The topics included the reauthorization of the Farm Bill, workforce reform, the Floriculture and Nursery Research Initiative, prudent tax policy considerations and strategies to avert a government shutdown, plus:

• Labor solutions for growers

• Seasonal workers and H-2B Visa cap relief

• Strengthening horticultural research and innovation

• Addressing the commercial driver shortage

• Environmental sustainability and regulation

• Trade and horticultural marketplace

For more updates and to read about the AmericanHort Legislative and Policy Agenda, visit AmericanHort.org/PolicyAgenda

Thank you sponsors

Platinum: AdeptAg

Pinion

Gold: Bayer

Silver: Farm Credit East Harrell’s Hortica másLabor

Pictured above: AmericanHort Delegation on the Capitol Hill Steps during Impact Washington the Summit.

Jim Costa

addresses the AmericanHort delegation during Impact Washington the Summit. Rep. Costa applies his farming background to fighting for water, agriculture, health care, and the economy. He discussed the reauthorization of the Farm Bill, the importance of land-grant universities, and how food security is a national security concern.

Get the latest updates on the state of our industry and gain valuable insights into what the future holds with the State of the Industry keynote presented at Cultivate’23. The AmericanHort Senior Leadership team shared ways to navigate the changing market climate so your business can have long-term success.

Download the presentation slides and video to hear the latest on labor challenges, legislative risks, the Farm Bill renewal, regulatory policy updates and the economic outlook. Plus, receive a complimentary copy of Dr. Charlie Hall’s midyear MarketMetrics report, a look at current industry data and how it could impact your business for the remainder of the year.

Keynote Speakers

Ken Fisher President & Chief Executive Officer at AmericanHort

Craig Regelbrugge AmericanHort Executive Vice President Advocacy, Research, & Industry Relations

Dr. Charlie Hall

AmericanHort Chief Economist and Ellison Chair in International Floriculture

at Texas A&M University

Download your copy at AmericanHort.info/State-of-the-Industry

Representative

(D-CA-21)

Reviving the Art of Sales in the Green Industry

by Rayne Gibson, Taproots Horticulture Consulting

In the growing world of the green industry, where nurseries thrive and gardens flourish, a concerning trend has emerged: a gradual decline in the art of salesmanship. The shift towards impersonal transactions and order processing has overshadowed the importance of charisma and genuine connections.

As dedicated nursery and greenhouse business proprietors and managers, we should acknowledge this trend and breathe new life into the true essence of salesmanship within our teams. Your customers should feel they are being cared for, not just another number.

You can reverse this decline and reinstate the significance of authentic sales skills that foster deep and meaningful customer connections. Here’s how:

Equip your team with knowledge

Start by empowering your team members with an in-depth understanding of these three elements—your products, your company and the customers they serve. When your team believes in your product or service and understands that investing in customer relationships is key, they can transform from passive order-takers to confident sales leaders. This shift enables them to guide customers toward tailored solutions for their specific challenges.

Prioritize sales-focused knowledge distribution

To instill sales training into your business, as an owner or manager, you can implement steps to harness the power of true salesmanship. Companies should combine personable touches within their sales process through various communication methods. What better way to do this than to use the resources around you?

In an era dominated by technology, it’s essential to remember that while software solutions streamline sales, they should complement, not replace, personal interactions. The essence of sales is rooted in meaningful conversations, grasping customer needs and cultivating relationships, which a computer cannot simply replace.

customers.

Before:

• Create a customer call list and dedicate time each week for calls.

• Assign dedicated account managers for personalized assistance.

• Provide exclusive previews or early access.

• Send personalized emails with notes about their specific needs and wants.

• Text photos of items from their order, with bonus points for hand-tagging.

During:

• Personalize communication by using customer names or referring to previous interactions.

• Customize recommendations based on customer history and preferences.

• Surprise customers with gifts or samples.

• Keep customers updated with delivery status.

After:

• Conduct follow-up calls/emails to ensure satisfaction.

• Acknowledge and incorporate customer feedback.

• Use personalized packaging and notes.

• Practice active listening and asking open-ended questions.

• Resolve issues empathetically and promptly via a phone call.

• Send small personal thank-you gifts or notes, even if it is not a holiday. Avoid clichés like gift cards and chocolates.

• Share customer stories and testimonials to showcase positive experiences.

Invest in comprehensive sales training

Think of comprehensive sales training as an investment rather than an expense. Business owners and managers must allocate resources and effort for ongoing training that equips their teams with persuasive communication techniques, active listening skills and the finesse of consultative selling. The journey towards sales leadership requires an unwavering commitment to continuous improvement.

A shift in perspective

Encourage your team to perceive each interaction not as a simple transaction but as a gateway to problem-solving, creativity and the conveyance of value. This shift in perspective empowers your team to actively listen to customers, empathize with their challenges and propose solutions that resonate on a personal level.

Reclaim the essence of salesmanship—the ability to comprehend, empathize and steer customers towards decisions that enhance their lives as people speaking to people. As you navigate this journey, remember that nurturing sales leaders is more than just a strategy to boost revenue; it’s about rejuvenating the very core of your business.

Let the spirit of genuine salesmanship flourish once more in the green industry, ensuring every customer interaction is a testament to the timeless power of human connection. The art of sales isn’t obsolete; it’s merely lying dormant, awaiting reawakening within your team.

Mas t ery Series

E-COMMERCE

Join Rayne Gibson for our next Mastery Series, Elevate Your Greenhouse and Nursery Sales Strategy, a three-part webinar series held November 1, 8, and 15.

Scan here to register:

Start with a few simple steps to try before, during and after the sale to rekindle personal connections with

HRI Leadership Academy Class!

HRI Leadership Class of 2023

Front Row: Susannah Ball, Ball Horticultural Co, IL; Adam Kobes, Kobes Nurseries Inc., Ontario, Canada; Christine Fortman, Berridge Nurseries Inc., AZ; Denise Mullins, Smith Gardens, WA; Matt Foertmeyer, Foertmeyer & Sons Greenhouse Co., OH; Melanie Bedner, Bender’s Farm and Greenhouse, PA.

Middle Row: Jacobs Stidhman, Yew Dell Botanical Gardens, KY; Sanders Brooks, Pahokee Palms & Pahokee Growers, FL; Andy Klittich, Otto & Sons Nursery, CA; Jonathan Jasinski, Microplant Nurseries, OR.

Back Row: Kyle Fessler, Woodburn Nursery & Azaleas, OR; Tyler Richardson, DeGroot Inc., MI; Hamza Dour, Dan & Jerry’s Greenhouses, IA; Ryan Watkins, Brownwood Nursery Inc., SC.

The members of the inaugural HRI Leadership Program class spent the year honing business acumen, building a toolbox of leadership strategies, diving deep into advocacy issues, learning the art of negotiation and so much more. The class celebrated their successful completion of the in-person and virtual program at Cultivate’23. Now, as program graduates, they are eager to put the skills learned into practice in their businesses, their communities and the industry.

Welcome to the HRI Leadership Class of 2024!

Class members recently met in Denver, CO, for their first in-person session, where they discussed authentic leadership and business strategy. The class meets monthly either virtually or in person throughout the course, which concludes at Cultivate’24, being held July 13–16, 2024, in Columbus, OH.

2024 HRI Leadership Program Class Members

(Pictured above, left to right):

James Hines, Hales & Hines Nursery, TN

Alfredo Rios, Loma Vista Nursery, KS

Jennifer Moss, Moss Greenhouses, ID

Eric McKie, Green Oak Garden Center, MS

Jennifer Broersma-Neujahr, Profile Products, IL

John Terhesh, Goodmark Nurseries, IL

Mark Daniels, Bonnie Plants, AL

Tabatha Beier, A+ Garden Center, MN

Jared Hughes, Groovy Plants Ranch, OH

Joel Kempfer, Express Seed Company, OH

To help ensure the future of the HRI Leadership Program, class members announced at Cultivate’23 the new HRI Leadership Endowment Fund. Building this fund over time will ensure that the Leadership Academy becomes a permanent opportunity for green industry leaders, ensuring a strong future for generations to come.

Will You Join Them?

Support the future leadership of our industry. Donate to the HRI Leadership Academy Endowment Fund online at bit.ly/HRILA2023 or by sending a check payable to “Horticultural Research Institute” marked Leadership Academy Fund, to Horticultural Research Institute, 2130 Stella Court, Columbus, OH 43215.

To discuss a donation, please reach out to Jennifer Gray, HRI Program Administrator, at JenniferG@AmericanHort.org or 614-884-1155.

Build a Successful Team with Communication

From John Kennedy’s Cultivate’23 Presentation

Communication is the secret spice that can make or break the recipe for successful teams. Verbal communication is just one element of team interaction. While words are important, communication takes many forms.

Effective communication incorporates listening, body language and even the cadence of your interactions. These components collectively form the backbone of a successful team because they establish trust, enhance collaboration and enable shared goals.

Listening

Active listening involves genuinely understanding what others say and is a cornerstone of effective communication. When team members actively listen to each other, they foster empathy, respect and open dialogue. This paves the way for exchanging ideas and ensures everyone’s voice is heard.

Body Language

Non-verbal communication, such as facial expressions and posture, can convey emotions and viewpoints effectively. Team members who can read physical cues can better understand each other’s perspectives and feelings. This form of communication is subtle yet powerful, conveying enthusiasm, engagement or concern.

Cadence

The rhythm and frequency of interactions within a team matter. Consistent and well-timed communication keeps everyone informed, aligned and engaged. Consistency minimizes misunderstandings, ensures accountability and fosters a sense of unity. Regular updates and check-ins are like the heartbeat of a well-functioning team.

Improving team communication

The interpersonal dynamics of a team often falter when company leaders fail to define a clear path to success. Employees need to know what is expected of them, what outcomes their manager desires, the company’s criteria for success and a plan of action.

Without a foundation that motivates and inspires them, teams can become dysfunctional. Patrick Lencioni, a renowned business consultant, identifies the five dysfunctions of a team as the absence of trust, fear of conflict, lack of commitment, avoidance of accountability and inattention to results.

By providing a roadmap for success, company leaders can turn team dysfunctions into an opportunity to strengthen employee interactions.

1.

Build trust

Successful teams are built on trust. Team members must be open to sharing their thoughts or admitting mistakes. Through active listening and transparent dialogue, communication helps establish trust by enabling team members to express themselves honestly without fear of judgment.

2. Encourage constructive conflict

Healthy debates and diverse perspectives can lead to better solutions, but they require an open channel for dialogue. Effective communication is key to openly and respectfully addressing conflicts so teams can connect through differing opinions and make stronger decisions.

3. Foster commitment

A commitment to a shared goal is essential for team success. When team members understand and believe in their objectives, they are more likely to invest fully in achieving them. Regular communication helps clarify goals, track progress and maintain enthusiasm to ensure everyone is on the same page.

4. Enforce accountability

Clear communication about roles and responsibilities is vital for holding team members accountable for their commitments. By openly discussing progress and setbacks, teams can make necessary adjustments and maintain a focus on achieving results.

5. Achieve results

A team’s effectiveness is measured by the results it achieves. Effective communication ensures that everyone is working together toward common objectives. By maintaining a consistent cadence of communication, teams can stay aligned and adapt to changing circumstances, which ultimately drives results.

John Kennedy, speaker, author and strategist at BoomerWrangle, LLC, shared these tips during a Back2Basics session at Cultivate’23.

Purchase an On-Demand pass by October 31, 2023, to access this session and more.

Scan here to register:

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 November 1.

Part One: Uncover the Power of Data-Driven Sales Excellence

November 1

Data and technology are pivotal in shaping effective sales strategies in today’s competitive landscape. In this session, delve into the world of sales data analytics and innovative technologies to discover how to harness them to your advantage.

Mas t ery Series

Elevate Your Greenhouse and Nursery Sales Strategy

November 1, 8 & 15

1:00–2:30 PM ET

Join us for an exclusive three-part mastery series designed to equip you with the latest insights, strategies and techniques to master the art of sales.

Led by horticulture business consultant Rayne Gibson, this comprehensive series covers how to harness sales data and leverage technology to deliver exceptional customer service, build a powerful brand and master the delicate balance between selling and order-taking.

Part Two: Crafting Your Unique Sales Identity: Customer-Centric Excellence

November 8

Exceptional customer service, a compelling brand identity and effective marketing are the pillars of successful sales. This module guides you through the process of creating a powerful brand presence that resonates with customers while delivering top-notch service that keeps them coming back.

Each class is $99 for AmericanHort members. You must register for each class separately.

Learn more, or register at:

Part Three: Mastering the Art of Consultative Selling

November 15

Distinguish yourself as a true sales professional by mastering the delicate balance between selling and order-taking. This session empowers you to adopt a consultative approach that not only meets customer needs but exceeds their expectations, leading to sustainable, long-term success.

Three Ways Automation Can Improve Labor Shortages in Nursery Operations

From Dr. Amy Fulcher’s educational webinar

Nurseries across the country are facing labor shortages. Automation can ease the challenges of recruiting, retaining and employing a small staff, according to Dr. Amy Fulcher of the LEAP (Labor, Efficiency, Automation, Production) Team. This group of university faculty is helping nurseries address labor issues, improve production capacity and increase profits.

By automating these three tasks, nurseries can improve efficiency and maintain production levels with fewer staff.

Pruning

Automated pruning not only sets a predictable pace but also significantly boosts efficiency. The resulting consistent quality and faster process lead to plants flowering during the sales window, which can reduce the need for additional labor.

Inventory

Automated inventory counters provide realtime counting during potting, streamlining tracking for management and workers while enhancing accuracy.

Potting

Automation guarantees consistent potting, allowing nurseries to double their daily output. This reduces labor costs and enables them to take on larger contracts.

Read the full article at the HortKnowledgeCenter.org

Proposed Bill to Advance Automation R&D

During the recent Impact Washington The Summit, Rep. Spanberger (DVA-07) addressed the AmericanHort delegation about the Standalone Mechanization Program: H.R. 4173 – Advancing Automation Research and Development in Agriculture Act, a bill she introduced with Representatives Doug LaMalfa (R-CA-01), Salud Carbajal (D-CA-24) and Max Miller (R-OH-07), which seeks to establish a Specialty Crop Mechanization and Automation Research and Development Program within the USDA to support specialty crop mechanization and automation projects.

The proposed bill would provide $20 million in annual funding ($100 million over a five-year Farm Bill) and prioritize projects that retrain employees to operate and maintain new machinery.

Get access to 35+ sessions from Cultivate’23

Experience world-class education from Cultivate’23 with the On-Demand Education Pass.

If you want to further your professional development, provide essential skills training to your team or if you attended Cultivate’23 and want to watch sessions again, don’t miss this flexible learning opportunity.

On-Demand education topics include fundamental skills and best practices, Back2Basics essential training tools, researchbased tactics with real-world applications, industry and consumer trends, crossfunctional learning opportunities, business best practices and much more! Essential training tools for your team, tailored to your business, all at your own pace.

SAVE THE DATE FOR OUR NEXT INTERVIEW!

Kay Jeong

Corporate R&D Manager, Sun Grow Horticulture

November 16 at 3 PM ET

Hear Kay Jeong’s inspiring story of how a study abroad program led to her career in the green industry. During her interview, she will also share insights about working with a cross functional team, the importance of volunteering for the industry and share some of the latest trends in growing media, her area of scientific expertise.

Visit AmericanHort.org/Women for details.

LAST CHANCE— DEADLINE IS OCTOBER

31

Sign up for the Cultivate On-Demand Education Pass by October 31, 2023. Pass holders have access to recordings for six months after the purchase date.

Visit CultivateEvent.org/On-Demand for more details and to sign up.

Meet Cindy Whitt

Cindy Whitt is the Marketing Communications Manager for AmericanHort. Her responsibilities include developing member content for newsletters and other communications. She also manages marketing for educational programming, membership and more. She has more than a decade of association experience. She was the Director of Marketing and Communications for the North Carolina Nursery & Landscape

Association, overseeing member communications, event marketing, public relations and sales. Her work experience also includes serving as a senior account executive for a public relations firm serving global agribusinesses, where she focused on corporate communications and product marketing.

You can learn more about Cindy’s background at AmericanHort.org/aboutus/our-team.

Contact Cindy at CindyW@AmericanHort.org.

Welcome

New AmericanHort Members!

More than 150 organizations and individuals joined AmericanHort this summer. Scan the QR code below for a listing of new members.

Scan here or visit AmericanHort.org/NewMembers

@AmericanHort

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 Connect

2023: October

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

©2023 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.