March 2025 Connect

2025: March

An AmericanHort Member Benefit

A KNOWLEDGE RESOURCE FOR OUR INDUSTRY

IN THIS ISSUE

Building a Stronger Horticulture Workforce The future of horticulture depends on the people who shape it. In this issue, we explore efforts to support the next generation, highlight workplaces prioritizing employees, and share insights on attracting Gen Z talent. Plus, get the latest advocacy updates, discover new educational initiatives, and meet the leaders driving industry growth.

FEATURES Supporting the Next Generation

ADVOCACY & PROGRAM UPDATES 2

Employee Success at New Garden Landscaping & Nursery 4 Attracting Gen Z: Insights for the Future Workforce

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EDUCATION & EVENTS

See the Updated Key Advocacy Issues for 2025

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HortScholar Opened Doors for Gladys Opiyo

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Meet Alejandra Feliciano

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The Greenhouse Community Connectors

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New Greenhouse Section Grower Certification

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INTERNSHIPS

Supporting the Next Generation with Horticulture Internships

By Debbie Eisele, AmericanHort Strategic Digital Content Manager

Flowerwood Nursery interns gaining experience in various aspects of the business.

Internship programs offer excellent opportunities for students to gain real-world experience while providing companies a chance to recruit and nurture future employees.

Spring Meadow Nursery and Flowerwood Nursery are two companies that have embraced intern programs. Spring Meadow Nursery has a wellestablished program, while Flowerwood launched its pilot program last year.

Both companies visit job fairs to recruit interns. Spring Meadow Nursery also utilizes its connections in colleges or universities that share openings with students and its ADP platform to post positions on Indeed and ZipRecruiter.

Pilot Program Launch In the past, Flowerwood Nursery has hired interns for a specific area of the nursery, but last year, it successfully launched its first official internship program, which ran for 10 weeks.

The catalyst for launching the initiative was the availability of housing previously used for H-2A workers that they wished to leverage. Interns were hired to work in the Loxley and Ranburne, Alabama, locations with on-site housing.

Interns began their journey with a dinner to foster camaraderie and then rotated through departments during the program. For about the first week and a half, interns worked in the propagation department and then moved to a different department based on a set schedule.

“We looked at each area of the nursery and decided on the key responsibilities or activities they would need to learn to ensure the focus and experience of each week were valuable 2 | AmericanHort.org

for both the interns and the company,” says Joanne Polczynski, Flowerwood HR Director. “For example, along with learning the production/operations side of the business, interns spent time with sales to understand the customer-facing aspects of the business.”

The program culminated in presentations, during which interns shared their experiences and provided feedback, which is being used to refine and expand the program for 2025.

Flowerwood has expanded its 2025 program to include its affiliate company, Plant Development Services, Inc., and is also exploring seasonal internships at its Bushnell, Florida, site.

An Established Program Spring Meadow Nursery has a proven track record of transitioning students into fulltime roles. Its intern program has become a cornerstone of the company’s hiring strategy, which mirrors that of full-time positions.

Candidates apply online and complete a questionnaire. A phone interview follows, and successful candidates undergo a final review by the Internship Committee.

“We’re giving them real-life experience; that’s really important to us,” says Liorah Marianos, who oversees HR onboarding, projects, and events at Spring Meadow Nursery. “We want to make sure we’ve put them through the same interviewing process that everyone else has.”

Spring Meadow typically hires four to six interns annually, with five slated for 2025: one in research and development (R&D) and four in the production side of the business.

Interns rotate through several departments: propagation, production, growing, R&D and stock. This structure provides students with a comprehensive view of the nursery’s operations.

The newly created 2024 R&D intern position is structured differently and will provide specialized lab experience for the student.

Interns collaborate with full-time staff by shadowing and performing tasks within the departments. Additionally, interns often live together on-site and participate in field trips, where they see Spring Meadow’s products in natural settings.

Program Tips Have a clear plan: Have a plan in place for rotation, or what departments interns will be placed in and what key tasks they will learn and perform.

Engage stakeholders: Both companies emphasize involving those who will work directly with interns in the hiring and mentoring process.

Provide structure: Spring Meadow and Flowerwood offer a structured rotation, and Spring Meadow has a standardized hiring process.

Create opportunities for feedback: Exit interviews will help you learn what worked well and how to improve in the future or use intern presentations to provide actionable insights for improving programs.

Consider housing: Providing housing can make internships more accessible.

Marianos attributes the program’s success to the Internship Committee, composed of assistant managers who design the program and mentor interns.

“The Internship Committee is really good at making sure they’re welcoming them, doing check-ins, and asking for feedback,” adds Marianos. “The Internship Committee’s involvement in hiring and mentoring ensures we attract quality candidates and continuously improve the experience.”

Building a Legacy As Spring Meadow continues its longestablished program and Flowerwood refines its offerings, both companies underscore the value of internships.

By providing students with an opportunity to collaborate, engage in tangible experiences, and continuously seek improvements, Spring Meadow and Flowerwood are not just growing plants but also nurturing the next generation of horticultural professionals.

2025: March 3

MEMBER SPOTLIGHT

Operating with Employees Top of Mind at New Garden Landscaping & Nursery Every business is looking for a “unicorn” employee—the one who does great work, loves the job, and, most importantly, stays with the company for years or even decades. Matt Hunter, President and Owner of New Garden Landscaping & Nursery in Greensboro, North Carolina, believes his company is filled with these unicorn employees.

“If they have questions or feel the training is going too slow, too fast—then we can adjust accordingly,” says Hunter. New Garden also enlists online training programs to supplement training for in-the-field employees.

What is New Garden’s secret to hiring dedicated employees?

“We have a lot of long-term employees who have been with us 30-plus years,” says Hunter. “We hire based on personality rather than skill set, looking for people who have the right personality and whom we can train to do the landscaping maintenance or install jobs.”

New Garden ensures the continuity of the high-quality work it is known for by having senior employees help with new hire training. The Human Resources department implements a 30-, 60-, and 90-day checkin for new employees to ensure they are learning what they need for the job.

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A strong benefits package is another way to ensure employees are happy at work.

New Garden’s package is generous, with new employees starting with 13 days of paid time off that can be used by the hour.

New Garden also pays 80% of employees’ healthcare insurance and matches 4% of employee contributions to a 401(k)retirement program.

Promoting a Positive Culture Hunter is looking forward to the company’s first Field Day this year. The day will be filled with events that refresh all employees on safety, best practices, and other types of training. The event will become an annual occurrence in New Garden’s ongoing effort to create a positive company culture.

Feeling safe and heard throughout the company starts at the top with Hunter. “As the owner, I work hard to learn everybody’s name and have a relationship with them,” he says. “I may not know everything about them, but I try to make sure I am present, and our leadership team is present for our employees to see and work together.”

“We hire based on personality rather than skill set, looking for people who have the right personality and whom we can train to do the landscaping maintenance or install jobs.”

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From training days to summer and winter holiday events, Hunter says, “We work hard to make sure we are a very inclusive company. We have people from all walks of life, race, origin, sexual orientation, and we have a no-tolerance policy for any type of harassment or discrimination. We want everybody to feel safe in their workplace.”

EK & F

I

Congratulations to our January winner

Paul Dunlavey PVP Industries, Inc North Bloomfield, OH 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.

Hunter started at New Garden in 2015 and purchased the company in December 2020. Since being with New Garden, he has reveled in the success of the 135 new and veteran employees alike.

For this issue, respond by April 7.

“The biggest thrill I get from this job is seeing the employees thrive and having room for growth and creating opportunities for them to grow,” he says.

He shares the story of New Garden’s Director of Operations, Katie Cardille, as an example. “She started as a crew member, and she’s worked hard over the last 20 years to prove herself and her abilities. And now she oversees all her operations for the entire company.”

In Hunter’s estimation, all of New Garden’s employees are growing each and every day from their first day to decades later. What it takes is an eye toward nurturing everyone in the organization in order to make the business the best it can be.

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

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2025: March 5

MODERN WORKPLACE

Attracting and Retaining Gen Z: Insights for the Future Workforce

By Cindy Whitt, AmericanHort Marketing Communications Manager

The modern workplace is a melting pot of generations, from Baby Boomers to Gen Z, each shaped by unique cultural experiences, values, and expectations.

In a webinar in the AmericanHort Grow Forward series for emerging professionals, leadership development expert Dr. Lauren Griffeth shared the importance of understanding generational diversity to appeal to the next generation of workers.

Baby Boomers 1946–1964 Value teamwork, achievement, and optimism

Generation X 1965–1979 Known for their independence and adaptability

Millennials 1980–1996 Prioritize collaboration, purpose, and technology

Generation Z 1997–2012 Focuses on empathy, lifestyle design, and work-life balance Traits are based on research data. Dr. Griffeth notes that people can inhabit characteristics of other generations. Your upbringing or culture can affect your experiences.

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Dr. Griffeth explained that each generation is influenced by a “collective experience”— the shared events and cultural touchpoints that define their lifetimes.

“The purpose of the research is for you to have another tool in your toolbox when you are trying to work with a generation different than yours,” she says.

However, managing generational differences can be challenging. Research shows that 75% of managers struggle with multigenerational teams. For example, Baby Boomers may prefer in-person meetings or phone calls, while younger generations often opt for email or texting. These preferences stem from differing life experiences—not right or wrong approaches.

Attracting the Next Generation As the newest group entering the workforce, Gen Z brings unique traits shaped by their digital upbringing. This tech-savvy generation—95% own a smartphone—is deeply engaged with

platforms like Instagram, Snapchat, and TikTok. They value environmental sustainability, meaningful work, and worklife balance.

“About 40% of Gen Z employees say they plan to leave their current employer within three years,” she says. To attract and retain Gen Z, let them know during the hiring process what kind of impact they’re going to make as an employee and how your company supports making a difference.

To support Gen Z’s priorities, Dr. Griffeth recommends: •

Offering flexibility and hybrid work options to align with their focus on work-life balance.

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Communicating expectations, goals, and growth opportunities clearly.

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Creating a positive and inclusive workplace where employees feel valued and connected.

“When you advertise a position, be authentic about the workload,” she says.

“Set a person up for success by giving them a great mentor.”

In horticulture, she says to position careers in a way that appeals to the values and priorities of Gen Z workers.

“Lean into the idea of creating an environment that’s thriving, that’s flourishing, that’s nourishing, that’s creating healthy living for people, that’s bringing people closer to nature,” she says. “Think about how you can talk about your work as impactful to our environment.”

Generational differences are not obstacles but opportunities for growth and innovation. By understanding the unique traits of each generation, especially the rising Gen Z workforce, organizations can build stronger, more cohesive teams.

“Cognitive diversity is an asset—when we embrace it,” says Dr. Griffeth. “We set our organizations up for success.”

If you would like to view this Grow Forward webinar, scan the QR code to access the recording.

Welcome, Alejandra Feliciano, New Spanish Translation Education Manager AmericanHort is excited to announce that Alejandra Feliciano, Ph.D., LEED AP BD+C, CPH, joined the Education Programming team in December 2024 as the new Spanish Translation Curriculum Development Manager. She will develop Spanish language education programs for events like Cultivate and year-round online webinars.

Native to Puerto Rico, Alejandra came to the continental United States after high school to attend Iowa State University, where she obtained her bachelor’s degree in architecture. She worked as an architect for many years before returning to school to follow her passion for plants. She received her master’s in science degree in Horticulture with a focus on landscape design from Iowa State, and she later received her Ph.D. in Horticulture from Washington State University.

Alejandra has experience in landscape design, most recently as a project manager for Molbak’s. Her experience also includes plant propagation management at The Daily Plant-It Nursery and Landscape Design at Genus Landscape Architects in Des Moines, IA. She has been an associate faculty member at Edmonds College, where she taught courses in restorative landscapes, landscape history, and landscape design.

Alejandra is a Washington Certified Professional Horticulturist and a LEED-accredited building design and construction professional. She has published several articles and is proficient in various software programs, including AutoCAD, Trimble SketchUp and many others.

2025: March 7

ADVOCACY UPDATE

AmericanHort Updates Key Advocacy Issues for 2025 AmericanHort has released its updated list of top advocacy issues for 2025, focusing on key areas such as workforce and labor, the upcoming Farm Bill reauthorization, research and development, pesticide and fertilizer regulations, trade and plant quarantines, and business operations.

These priorities aim to address the horticulture industry’s challenges and opportunities in the coming year.

Scan the QR code to download the 2025 Top Advocacy Issues document for a detailed overview.

Advocacy Action: Partnerships, Coalitions, Congressional and Federal Agency Outreach Stay informed on the latest horticulture industry developments by visiting the AmericanHort Advocacy Action page.

Our Advocacy & Government Affairs team in Washington, D.C., is dedicated to representing your interests before policymakers.

Scan the QR code to explore recent updates.

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September 15–17, 2025, Washington, D.C. Over two days in the nation’s Capital, engage with your legislators and policymakers to: Gain Insight from Experts: Hear directly from elected leaders, their staff, and policy specialists on the key issues shaping your business’s future, including: •

Labor & Workforce Development

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Farm Bill Programs for the Green Industry

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Research Updates

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Tax Issues

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Regulation & Compliance Impacting Your Business

Advocate for Your Priorities: Visit Capitol Hill to speak with congressional offices and administration officials. This is your chance to share your experiences, highlight your challenges, and advocate for policies that protect and grow your business.

Expand Your Influence: Increase your business’s visibility and build a reputation as a leader in the green industry. Forge connections with like-minded professionals and key decision-makers to create lasting relationships that matter.

Share Your Stories: Help elected officials understand how their decisions affect your business. By sharing your experiences and the needs of those you serve, you empower legislators to advocate for policies that support your success.

Learn more, book your hotel room, or register for the event at AmericanHort.org/Summit or scan the QR code.

COMMUNITY CONENCTORS

Behind the Scenes with the AmericanHort Greenhouse Community Connectors The ongoing series on AmericanHort Community Connectors highlights one of the six groups representing different industry segments. Members of the connector groups volunteer their time, talent, and ideas to AmericanHort to help guide initiatives. Each group has Connector Leads who volunteer to lead in planning meetings, creating agendas, and overseeing group goals.

Fostering Collaboration The Greenhouse Community Connector group is a hub for collaboration and thought leadership within the greenhouse industry. The connectors contribute insights and help shape programs so that AmericanHort continues to meet the evolving needs of greenhouse professionals.

“I don’t want to just sit on the sideline and watch the industry happen. I want to be involved and somehow shape the direction that we’re taking,” says Connector Lead Matt Foertmeyer of Foertmeyer & Sons.

“AmericanHort provides us that opportunity with the connector groups.”

Our Communities GARDEN RETAIL

GENERATION NEXT

GREENHOUSE

INTERIOR PLANTSCAPE

LANDSCAPE

NURSERY

Jennifer Moss of Moss Greenhouses was initially part of the Generation Next Connector group, then transitioned to the Greenhouse Connectors in 2021. She joined to find the support she needed to run her family business in Idaho.

“In my part of the world, there are not a lot of growers, so I can’t call the neighbor and ask questions,” says Moss. As a Connector Lead, she is committed to ensuring people like her have the network they need.

Shaping Educational Programs One of Greenhouse Connectors’ responsibilities is advising on AmericanHort educational programming, particularly for events like Cultivate or the Plug & Cutting Conference. The connector group shares information with the AmericanHort education development team so that programming can be guided by real-time issues the greenhouse sector may face.

“We like generating ideas that serve our entire greenhouse side,” says Connector Lead Broch Martindale of Corteva.

“I think we do a great job of considering members’ needs as we put ideas forward.”

They want to ensure that everyone, from small growers to large-scale operations, benefits from the resources and programs that AmericanHort provides. Moss says the connector groups can ensure that the resources and educational opportunities from AmericanHort deliver a strong return on investment (ROI) for members.

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2025: March 9

HORTSCHOLAR SPOTLIGHT

HortScholar Program Opened Doors for Gladys Opiyo Catching up with former HortScholar Gladys Opiyo Gladys Opiyo can hardly believe her good fortune. As a young girl growing up in a small village in Uganda, she didn’t imagine her future would include working in the U.S. horticulture industry. Nearly two decades later, Opiyo attributes her success in the green industry in part to participating in the AmericanHort HortScholar program.

about Cultivate from her professors, her first experience at the show was as a HortScholar.

In 2008, Opiyo was one of the six college students chosen for the inaugural HortScholar class. The program offers these students a “beyond-the-classroom” experience during the Cultivate trade show and conference held each July in Columbus, Ohio. These students experience more than what a typical attendee would during the conference. For instance, they attend special networking events with AmericanHort members, have access to the full breadth of educational sessions, and get hands-on experience by helping the show’s organizers.

The entire experience is meant to introduce the students to the wide array of possibilities within the horticulture industry.

She says industry luminaries such as Ball Horticultural Company’s Anna Ball and Dr. Marvin Miller were among the people who were most impactful and inspiring during her HortScholar experience. She appreciated the opportunity to hear the backstories of horticulture veterans and gain insights into their journey in the industry. Her take-home message from this HortScholar networking opportunity was that hard work and the people you connect with along the way are what help you progress in your career.

From Uganda to Columbus Opiyo came to the U.S. in 2007 to begin a master’s program in horticulture and crop science at Ohio State University in Columbus. While she had previously heard 10 | AmericanHort.org

“It just blew my mind,” Opiyo says of attending Cultivate as a HortScholar. “As a HortScholar, it opened the door to meeting key industry people that I never would have met otherwise.”

“When you look at other people in the industry, you ask how they got there, and how can I also get there,” says Opiyo. “I’m looking (at) how I can make a difference for me and my family, but also in the industry. These industry people are giving back; they’re taking us under their wings [at Cultivate], so spending even a little time with them, to me, was golden.”

Staying Involved Cultivate has been a part of Opiyo’s life ever since she was a HortScholar. She has attended the show as a volunteer and industry member, offering her time for everything from setup to education session moderator. She attends Cultivate now as Mid Atlantic Regional Sales Manager for Profile Products.

“That connection with people is still at the center of [Cultivate] for me,” says Opiyo.

“That’s where you can see almost everybody in just one place.”

“There’s a whole world that opens up, so let’s jump on it.”

As Regional Sales Manager for Profile Products, Opiyo looks for ways to collaborate professionally with AmericanHort. In addition to Cultivate, she has been a speaker for the Plug & Cutting Conference and the Greenhouse Technician Certification. She is also on the new Spanish Education Advisory Committee.

“We’re so grateful to Gladys for generously sharing her time and expertise with AmericanHort. Her dedication and contributions have made a real difference in our educational programs, and we truly appreciate all she does,” says Meagan Nace, AmericanHort Educational Programs Senior Manager.

Continued from Page 9…

“If I’m going to invest in having staff go to a conference hosted by American Hort, I need to make sure it’s the best value for my team,” says Moss, and she understands that other business owners feel the same.

Driving Educational Innovation The group has also advised developing new initiatives, including the Greenhouse Certification Program. This program offers online training taught by industry-leading growers, researchers, educators, and business owners. The first level, Greenhouse Technician Certification, launched in 2023, provides companies with a structured way to train new employees. The next level, Section Grower Certification, launches this March.

Matt Foertmeyer believes the group’s power lies in its ability to give members a voice. He encourages more professionals to get involved by attending the Roundtables, stressing that participation is a way to advocate for the needs of the industry.

“We’re not just here to push our own ideas,” he says. “We’re here to listen to what the industry needs and ensure those ideas are heard.”

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

Advice for Students Opiyo would advise any student considering the HortScholar program to “Apply, apply, apply.” She pointed out that if someone was not raised in or near a horticultural operation, and especially if they are from outside the U.S., they are just not aware of the employment opportunities in the industry.

“Put yourself out there because the doors it opens are just amazing,” says Opiyo.

“There’s a whole world that opens up, so let’s jump on it.”

Community Connector Roundtable: Managing Pests, Diseases & Weeds March 4, 1:00 PM ET Join the Community Connectors as they dig into the latest challenges and solutions for managing horticultural pests, diseases, and weeds in this interactive webinar. Get insights from experts and discuss your experiences in breakout room discussions.

All horticulture segments are welcome.

2025: March 11

EDUCATION

Take Your Greenhouse Expertise to The Next Level AmericanHort Section Grower Certification Designed to equip staff with the critical knowledge and skills needed to optimize plant health, streamline operations, and drive profitability, this flexible, self-paced certification is ideal for growers looking to refine their expertise and operations who want to improve efficiency.

This online training features 16 courses led by industry experts covering best practices in: Substrate, nutrition, and reproduction

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Pest, disease, and water quality

Quality control, lighting, and scheduling

Certification Simplified Learn the “how” and “why” behind essential skills to help employees enhance their expertise and performance. Employees learn the skills needed to succeed in their jobs through videos, preand post-test assessments, skill demonstration worksheets, and employer feedback.

Grow Your Skills Gain advanced horticultural skills Learn practical, real-world techniques Master pest, disease & water management

Build a Stronger Team with Back2Basics Online Training A well-trained team is the key to success. Back2Basics Online Training helps employees master horticulture fundamentals with expert-led, on-demand webinars in each industry sector. Staff can learn anytime, anywhere, at their own pace, individually or as a team. Training is included with AmericanHort membership.

Optimize Your Operation Improve crop quality & yield

Greenhouse

Nursery

Increase efficiency & profitability Reduce losses & production risks

Train your greenhouse staff to grow high-quality plants and meet production goals.

Interior Plantscape

Garden Retail

Landscape

Get started now at AmerianHort.org/LearnOnline or scan the QR code.

Learn more or enroll your team at AmericanHort.org/Certification or scan the QR code.

2025: March 13

EDUCATION & EVENTS

Upcoming AmericanHort HR Peer Sharing Group Meetings Interview with Grace Elton March 5, 2:00 PM ET Grace Elton, CEO of the New England Botanic Garden at Tower Hill, will share her journey from exploring the Everglades in her early years to her career in environmental horticulture.

The AmericanHort Human Resource Peer Sharing Group brings human resource professionals from AmericanHort member companies together to connect. It is a place to share ideas and best practices, ask questions, and network to improve your job.

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

March 19 at 1 p.m. ET April 17 at 3 p.m. ET May 14 at 2 p.m. ET Sponsored by

5 Steps to Elevate Your Communication Skills

June 19 at 1 p.m. ET August 6 at 2 p.m. ET September 11 at 1 p.m. ET

March 18, 12:30 PM ET Wes Anderson of Ball Horticulture Company will teach you the five steps to pitch, connect, and thrive in personal and professional communications.

Register for a webinar or check out other upcoming programs at AmericanHort.com/Education or scan the QR code.

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October 8 at 2 p.m. ET Nov/Dec 20 at 3 p.m. ET

Welcome

New AmericanHort Members!

We warmly welcome our new members who joined in December and January.

Premium Members National Ag Consulting Inc Carthage, NC Fertilizer Packaging Plus Bedford Park, IL See the rest of the list of organizations and individuals who joined at AmericanHort.org/NewMembers or scan the QR code.

WITH US

Follow us on social media for the latest news, events, and more. @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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AmericanHort Connect 2025: March 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

©2025 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.

2025: March 15

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