May 2025 Connect

2025: May

An AmericanHort Member Benefit

A KNOWLEDGE RESOURCE FOR OUR INDUSTRY

IN THIS ISSUE

Real Innovations, Real Inspiration: Countdown to Cultivate’25 Exciting developments are shaping the future of horticulture— from AI-powered support to must-attend experiences at Cultivate’25. In this issue, discover how Prides Corner Farms empowers its team, explore strategies for business succession, and see how advocacy efforts and certification programs are driving industry progress.

FEATURES

ADVOCACY & PROGRAM UPDATES

AmericanHort Welcomes a New AI Assistant

2

Building a Lasting Legacy with a Business Succession Plan

12

EDUCATION & EVENTS Must-Attend Experiences at Cultivate’25 4

tHRIve at Cultivate’25: Advancing Horticulture Through Innovation & Research

8

Educating Lawmakers with the Fly-In Summit

11

Prides Corner Farms— Empowering Staff at Cultivate

6

Boost Efficiency with Greenhouse Section Grower Certification

14

MEET SAGE

Hi! I’m AmericanHort has launched its new AI-powered assistant named Sage.

Whether you are seeking guidance on best practices or need assistance with completing routine business tasks, this technology simplifies how you interact with our robust resources and tackle your to-do list.

Sage, now available to use on AmericanHort.org, has undergone training on the AmericanHort websites and the information available to members and non-members alike.

“We want the industry to know that this is a useful tool designed to help you access resources available from AmericanHort in an easy, quick manner. While it can’t, and is not meant to replace human interaction, it can save users time and more easily provide you the information you are seeking,” says Mary Beth Cowardin, AmericanHort Vice President, Marketing & Member Engagement. “Unlike ChatGPT, Gemini, or other AI platforms, Sage keeps

Why the name “Sage?”

The name Sage evokes wisdom and authority. It is also an aromatic herb with edible foliage.

Since the AI assistant is designed to deliver information and customized responses to your questions, and AmericanHort supports the horticulture industry, the name is a perfect fit.

2 | AmericanHort.org

information off the public domain, so you can confidently use it for tasks like writing a job description or social media post.”

To facilitate your own search through our online content, simply ask a question and Sage will provide you with a customized response. It is designed to answer your questions on Cultivate, industry best practices, business solutions, education, advocacy initiatives, events, research, webinars, and other services AmericanHort provides.

It is important for users to remember that just like humans, Sage is not perfect.

AmericanHort will ask for your help in the ongoing training of the AI assistant. Don’t be shy—provide Sage with a thumbs up or thumbs down to let us know how it is doing. Also, feel free to leave a comment about its performance.

Sage will continue to "learn" through updates and enhancements made by developers, and are based on new data, advancements in technology, and feedback from users like you.

To learn more and use Sage, visit AmericanHort.org/Sage or scan the QR code.

Top Usage Tips Sign in to your AmericanHort membership account to access the most information

Welcome, Jasmine Gonzalez

Ask one question at a time

Jasmine Gonzalez joined the AmericanHort Operations team in the fall of 2024. She is responsible for database management, event coordination, and client services.

Be specific with your prompt or question Give it feedback on its answers

How to Use Sage Access AmericanHort Information •

Search AmericanHort online content and resources quickly and efficiently.

•

Learn about Cultivate’25 education sessions, exhibitors, and other experiences.

•

Connect with the latest HRI research initiatives.

•

Discover the latest advocacy efforts and information on topics such as AEWRS, H-2A/H-2B, tariffs, and more.

•

Answer questions you may have on member benefits.

•

Access information about industry best practices and guidance related to topics like pest and disease management.

Jasmine holds a Bachelor of Arts in Communication Studies with a focus on Leadership and Public Advocacy, along with a minor in Gender Studies from Bloomsburg University of Pennsylvania.

Building on her experience in various administrative, IT, and financial-related roles in both higher education and the private sector, she is excited to apply her experience to further the association’s mission.

As a Spanish speaker, she is passionate about assisting with the Spanish-language educational programming AmericanHort is developing.

Tackle Business Tasks •

Help write marketing materials, such as ad copy or promotional materials.

•

Create social media posts.

•

Draft a job description.

2025: May 3

CULTIVATE’25

Must-Attend Experiences at Cultivate’25 Join us at Cultivate’25 from July 12–15, 2025, at the Greater Columbus Convention Center in Columbus, OH, where professionals from across the supply chain can connect, learn, and grow.

With a dynamic lineup of educational sessions, industry production tours, hands-on workshops, and the largest all-industry horticulture trade show, attendees will gain insights into the latest innovations, research, and business strategies shaping the future of horticulture.

Our morning keynote addresses and Women in Horticulture Luncheon are in new locations at the convention center.

MORN I NG JOLT!

STATE INDUSTRY OF THE

Keynote: The Bucket List Life

AmericanHort State of the Industry Address

Sunday, July 13, 8:00 – 9:15 AM

Monday, July 14, 8:00 – 9:15 AM

NEW LOCATION Battelle Grand Ballroom

NEW LOCATION Battelle Grand Ballroom

Kenyon Salo shows you how his three simple concepts of living “The Bucket List Life” will guide you to fulfillment on your lifelong journey.

Learn how to create phenomenal experiences, share powerful stories, and help others along the way.

4 | AmericanHort.org

American Hort leadership, Ken Fisher, President & CEO; Matt Mika, VP, Advocacy & Government Affairs; and Dr. Charlie Hall, Chief Economist, will provide insights into where our industry stands and what the future holds.

REGISTRATION IS

OPEN

Women In Horticulture Luncheon The Intuitive Edge: Unlock Success Through Your Inner Wisdom

Learn more about these eventsand sign up at AmericanHort.org/Cultivate or scan the QR code.

Monday, July 14, 12:00 – 1:30 PM

NEW LOCATION Short North Ballroom Keynote speaker Meg Morrison will empower you to be confident in your decision-making and trust your instincts.

You’ll gain tools and insights to navigate complex decisions, achieve a better worklife balance, and build stronger, more effective teams.

This is a ticketed event. Tickets can be purchased as an add-on to your Cultivate registration until July 7.

¡NUEVO ESTE AÑO!

N

GO

SE

D

Disfruta de nuestro contenido educativo disponible en tu propio idioma. Mantente al tanto de las últimas técnicas de cultivo, optimiza tu operación y apoya el desarrollo profesional de tu equipo. Participe de todas estas charlas educativas en persona con un All-Access Pass.

EK & F

I

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.

NEW THIS YEAR! This series of grower-focused education will be taught entirely in Spanish! Cover essential growing techniques, optimize your operation, and develop your team.

Attend any of these sessions with an All-Access Pass.

2025: May 5

MEMBER SPOTLIGHT

Prides Corner Farms— Empowering Staff at Cultivate Strengthening employee knowledge and honing skill sets are built into the company culture at Prides Corner Farms. The third-generation family wholesale container nursery based in Lebanon, Connecticut, does this in a big way by having up to 20 employees attend the annual Cultivate educational conference and trade show each year.

Prides Corner Farms comprises four farm locations covering nearly 700 acres. The more than 3,000 plant varieties they grow are sold primarily to independent garden centers and landscapers from the Northeast to the MidAtlantic and out to the Midwest.

With 300 full-time staff and 750 staff during peak production, keeping them up on the latest issues, techniques, and innovations in the industry is paramount for the business to perform its best. The educational opportunities that being a member of AmericanHort affords, especially those at Cultivate, play a key role in staff preparedness.

“It’s a great opportunity for us to see what’s coming next, to see the future,” says Jack Sellew, Prides Corner Wholesale Yard Manager. “We get ideas that we try to implement for the future of Prides Corner every day.”

6 | AmericanHort.org

Making the Most of Cultivate Nearly 20 Prides Corner staff members attend Cultivate each year. The manager of the tissue culture and diagnostics lab is an annual attendee as it’s the “marquee show for that technology and what’s out there,” says Jack.

As a rule, they bring different people every year so they can get new ideas and feel inspired, and some even come back with key takeaways that the management team might have overlooked.

“Every new person who goes to Cultivate comes back and says, ‘You know, I can’t believe how big and exciting our industry is,’” says Jack.

“It’s looked at as a benefit,” adds Ben Sellew, Sales Representative for Massachusetts. “If you get tagged to go to Cultivate, you’re a rising star here. It’s a way to grow your tool belt, too.”

Preparation for Cultivate starts with a preCultivate meeting of all staff attending the

“ If you get tagged to go to Cultivate, you’re a rising star here. It’s a way to grow your tool belt, too.” event. “We make sure that we don’t have 15 people going to the same talk, so we strategize to make sure we’re listening to as many talks as possible. We try to divide and conquer intentionally,” Jack explains.

A spreadsheet with session titles, times, and Prides Corner attendee names keeps everyone on schedule. Once back on the farm, each attendee presents a report to the management team on what they found and learned, whether it’s a cool new company, an interesting plant, or a new and better way of doing something in the nursery.

“Even though I go to the show, I learn so much from those reports,” Jack adds.

Ray DeFeo, Prides Corner’s sales manager, says he and Mark Sellew, their lab manager, have been involved in education at Cultivate over the last few years. This year, they are increasing their presence with a booth on the trade show floor.

“There’s so much one can learn at Cultivate—from new tools and automation to technology,” says Ben. “We realized we wanted to be a part of (the trade show) this year and have some representation there.”

Membership Makes Everyone Stronger Prides Corner is a longtime member of AmericanHort, so long that they can’t quite remember the first year they joined.

“Prides Corner Owner, Mark Sellew, has been a strong proponent of the whole industry and AmericanHort in general for a long time,” says Ray. “He has worked with the Horticulture Research Institute quite a bit, and he and a number of us have been involved in different committees and working with different aspects of AmericanHort for a long time.”

The Sellew brothers agreed that Cultivate is just one of the many benefits of Prides Corner being an AmericanHort member.

“From the business side of things, it’s great to be part of this organization,” says Jack.

“We are all stronger together. And if we can have one voice, a more powerful, stronger voice on the issues for our industry, that bodes well for us all.”

2025: May An Ame

A KNOW

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

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FEATURE

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Building a Lasting Legacy with a Business Successio n Plan

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ADVOCA CY & PROGRA M UPD ATES tHRIve at Advancin Cultivate’25: Through g Horticulture Innovatio Research n& Educating 8 with the Lawmakers Fly-In Sum mit 11

EDUCAT ION & EVENTS Must-Att end Expe at Cult riences ivate’25 Prides Corn 4 Empowe er Farms— ring Staff Cultivate at Boost Effic 6 Greenhou iency with Grower se Section Certifica tion 14

2025: May 7

HRI AT CULTIVATE

tHRIve at Cultivate’25: Advancing Horticulture Through Innovation and Research

tHRIve education at Cultivate’25 offers an opportunity for attendees to engage with cutting-edge research funded by the Horticultural Research Institute (HRI). The symposium and sessions provide insights into the latest advancements that enhance the horticulture industry's quality, productivity, and sustainability.

As the research and scholarship foundation of AmericanHort, HRI is dedicated to directing, funding, promoting, and communicating horticultural research to benefit the industry and the environment.

tHRIve Symposium: Out of the Pot, Into the Water: Hydroponic Herb Production Hydroponic culinary herbs offer quick crop cycles, high margins, and superior flavor, making them an attractive option for greenhouse growers. This symposium will feature experts from the CEAHERB team sharing the latest research on cultivar selection, propagation, hydroponic systems, and environmental management.

Attendees will also gain insights into food safety, postharvest handling, and marketing strategies to maximize profitability. Whether you're new to hydroponic herb production or looking to refine your techniques, this session will provide practical takeaways to enhance your operation.

8 | AmericanHort.org

Speakers •

Roberto Lopez, Associate Professor at Michigan State University

•

Christopher Currey, Associate Professor at Iowa State University

•

Alicia Rihn, Assistant Professor at University of Tennessee

•

Brian Whipker, Professor at NC State University

Additional Sessions Saturday, July 12 Panel: Out of the Pot into the Water— Hydroponic Herb Production

Sunday, July 13 Utilizing Rice Hull and Other Non-Chemical Weed Control Strategies in Container Nursery Production Managing Thrips Parvispinus: Strategies for Prevention and Control Advancing Propagation & Plant Health: Research-Driven Solutions, from the Floriculture Research Alliance

Monday, July 14 Panel: Labor Challenges and Opportunities in the Nursery Industry: How Behavioral, Economic, Engineering, and Production Influences Automation Adoption in the Green Industry Applications of Unpiloted Aerial Systems in Ornamental Horticulture Production

FREE TO ATTEND Included with both All-Access and Expo Plus Passes Located in C170, off the Main Concourse Visit AmericanHort.org/Cultivate or scan the QR code for more information.

Tuesday, July 15 Flatheaded Borer Management: Research and Hands-On Solutions

Welcome

New AmericanHort Members!

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

Premium Members KB Landscape Supply Inc Wildwood, FL Mortellaro’s Nursery Ltd Schertz, TX Agromillora McMinnville, OR See the full list of 100+ new members at AmericanHort.org/NewMembers or scan the QR code.

2025: May 9

HORTSCHOLAR SPOTLIGHT

How the HortScholars Program Shaped a Career When Alicia Rihn first attended Cultivate as a HortScholar in 2013, she had no idea the experience would shape her career for years to come.

Dr. Bridget Behe, a now retired professor at Michigan State University’s Department of Horticulture, encouraged Rihn, then a Ph.D. student in horticultural marketing, to apply for the HortScholar program, knowing firsthand the value of the program.

The “beyond the classroom” experience gave Rihn the chance to view her work through the lenses of those actively working in the horticulture industry. She met business owners, growers and other academics, and each of these interactions shaped her studies.

“We got to meet and greet the folks that you maybe wouldn't have an opportunity to meet until you were working within an organization,” Rihn said. “Some HortScholars were looking for jobs at the time, and they were able to network and learn about the different opportunities that were available to them.”

For Rihn, the HortScholars program is not just a one-time event but an ongoing resource. She says she routinely runs into her HortScholar colleagues and the industry leaders she met during her HortScholar experience at industry events.

10 | AmericanHort.org

The HortScholar connection has proven to be a continuing thread throughout her professional life.

From Scholar to Presenter Dr. Rihn is now an assistant professor at the University of Tennessee’s Department of Agricultural and Resource Economics, where her research focuses on plant benefit information, native plant perceptions, alternative pest control methods, e-commerce, and point-of-sale information.

She’s interested in addressing how people perceive and interact with products and the best marketing strategies to add value for customers and businesses.

Now, when she attends Cultivate, she presents her research and networks and visits exhibitors to see companies’ marketing strategies. More than a decade since her first experience as a HortScholar, Rihn now contributes to the community that helped shape her path one summer.

Rihn is participating in the Horticultural Research Institute’s tHRIve presentations this year. Read more about the tHRIve symposium and sessions on pages 8–9.

ADVOCACY UPDATE

Educating Lawmakers on the Industry’s Impact Attendees will gain expert insights on:

September 15–17, 2025, Washington, D.C. The horticulture industry generates $346 billion in annual sales, supports 2.32 million jobs, and contributes $42 billion in tax revenues. Beyond its economic strength, the industry drives innovation in sustainability, workforce development, and regulatory advancements.

•

Labor and workforce development

•

Farm Bill programs affecting the industry

•

Regulatory and tax issues

•

Research and sustainability initiatives

Pre-arranged meetings with congressional offices will provide a direct avenue to share real-world experiences and influence policy decisions.

Make your voice heard. Join us at the Impact Washington Fly-In Summit this September and help shape the future of the green industry.

As new challenges emerge, it is more critical than ever to ensure that policymakers understand and support the industry’s impact. With 246 House members and 21 Senators who have never voted on a Farm Bill—and nearly half of Congress serving less than six years—many lawmakers are unfamiliar with the key issues affecting the green industry. The growing presence of Millennials and Generation Z in Congress further highlights the need for proactive engagement and education.

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

One opportunity for industry professionals to engage with policymakers is the Impact Washington Fly-In Summit, taking place September 15–17, 2025, in Washington, D.C. This event brings together green industry leaders to advocate for policies that support growth, innovation, and sustainability.

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2025: May 11

SUCCESSION PLANNING

Building a Lasting Legacy: How to Start Your Business Succession Plan

By Jim Rein, Estate & Succession advisor, Pinion

Despite a succession plan’s vital importance to a business owner’s and their family’s longevity, wealth building, retirement funding, and/or legacy protection, an astounding 59% of horticulture businesses lack a formal succession or exit plan, according to a survey by PivotPoint Business Solutions. Without a plan, years of hard work—and the future of your business—could be at risk.

Succession Planning ROI: Action Beats Inaction While you can’t control the weather, the economy, or industry disruptions, you can control how you prepare for the future. A well-structured succession plan ensures that when the time comes to transition, whether to family, a trusted buyer, or another exit strategy, you do so on your terms.

Succession planning may not feel urgent now, but waiting too long can limit your options. Acting today can make all the difference.

1. Avoid Last-Minute Stress and Control the Outcome Succession planning doesn’t happen overnight—it takes foresight, strategy, and oftentimes, difficult conversations.

The earlier you begin, the smoother the transition will be.

“Transitions don’t feel urgent until suddenly they are,” says Tommy Irvine, agribusiness

12 | AmericanHort.org

advisor at Pinion. “And often, the toughest discussions involve money, succession, or death—topics people tend to avoid.”

Delaying the process can turn a planned transition into a stressful, last-minute scramble. By starting early, you give yourself clarity, control, and peace of mind.

2. Prevent Family and Ownership Conflicts Many family businesses delay succession planning because it requires tough discussions about leadership, ownership, and financial arrangements. However, avoiding these conversations can lead to confusion and conflict later.

Proactively addressing these topics now, before a transition is imminent, ensures a smoother path forward for you, your family, and your business.

“If it feels too hard to have these conversations, enlist a succession advisor who is trained in facilitating them,” advises Davon Cook, family business advisor at

“ 59% of horticulture businesses lack a formal succession or exit plan…”

Pinion. “Once you get a third party in the room, people are more willing to talk in a constructive way.”

3. Identify Leaders for a Smooth Transition A strong succession plan sets up your business for long-term success by identifying future leaders and preparing them well in advance.

Addressing leadership dynamics now allows you to assess who has the passion, skills, and vision to lead your business into the future, not just who might expect to take over.

4. Create Your Plan One Step at a Time Succession planning may seem overwhelming, but advisors can help you navigate the process. Family dynamics can be complicated, but waiting won’t make them any easier. With the right guidance, you can create a plan that works for everyone.

5. Implement a Plan to Reach the Long-Term Outcome You Desire

the business for 20 years and has been making management decisions for the last five.

•

Scenario Two: You’re 80 years old.

You still oversee all operations and make every decision, and you have never discussed succession with your children.

If something unexpected happens, which scenario gives your business the best chance of survival?

Need help getting started?

Pinion, the nation’s leading food and agriculture consulting and accounting firm, offers tax, accounting, business advisory, and cybersecurity services. Premium AmericanHort members enjoy direct access to a Pinion advisor for no-homework support.

Explore how Pinion can support your business by scanning the QR code or contacting Karen Limbert, AmericanHort Vice President, Operations & Finance at 614-487-1117.

Imagine these two scenarios: •

Scenario One: You’re 80 years old.

Your son/daughter has been involved in

2025: May 13

EDUCATION

!

W E

N

Boost Greenhouse Efficiency with the NEW AmericanHort Greenhouse Section Grower Certification Your team is the backbone of your greenhouse. Ensure they have the skills and confidence to grow thriving plants, solve problems, and meet production goals.

Taught by experienced industry professionals, this self-paced, online training covers 15 courses divided into three modules: 1. Substrate, Nutrition, and Growth Management 2. Pest, Disease, and Water Quality Management 3. Optimizing Greenhouse Efficiency in Lighting, Quality Control, and Business

14 | AmericanHort.org

A Smarter, Easier Way to Train Our online, self-paced courses fit any schedule, helping your team master key tasks while understanding the "why" behind their work to boost confidence and problem-solving skills. Training includes pre-tests, hands-on demonstrations, and final exams to reinforce learning, with progress tracking and skills demonstrations leading to AmericanHort Greenhouse Certification and a digital badge.

Who Should You Train?

•

Section growers looking to improve their skills

•

Technicians ready to advance to the next level

•

Growers who want to build a strong foundation

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

“ The Section Grower Certification gave our production assistant the tools to problem-solve production issues, prioritize tasks better, and recognize concerns she might not have flagged before.

Our production team is now on the same page, expediting conversations and workflows.

For us, this means a more efficient workforce, better product quality, and improved customer solutions. Plus, being a fully certified team helps us stand apart from bigbox stores. We’re extremely pleased with the program and highly recommend it.”

— Renata Triveri, Grow & Gather Manager of Pilot Test Participant

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.

AmericanHort.org

@AmericanHort

@American_Hort

AmericanHort Connect 2025: May 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: May 15

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Floor Plan Find everything you are looking for with an overview of the trade show.

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