Industry Trend Report
Green Industry News
National Tree Day
Rebuilding in Alberta
Autumn 2013 Vol. 22 Issue 4
What’s inside: •
EI rates frozen •
Maximize your membership •
Migrant worker family financial card •
Training options to fit your busy schedule •
The summer of nursery tours •
Recertification deadline coming up
Landscape Alberta members help rebuild park after June flood Members of Landscape Alberta have banded together to help rebuild a ballpark and playground in High River, AB following the massive flood last June. A committee, led by four Landscape Alberta members, has been formed to spearhead the volunteer effort in cooperation with the High River Parks department. On October 17, volunteers began the project by removing a silt deposit covering the park. Birchwood Park, spanning 8.5 acres of community recreation area, has been inaccessible since the
June floodwaters receded. The park and surrounding neighbourhood were inundated with several feet of water that left behind a layer of hardened silt up to eight inches deep in the park. The project will be completed in two stages, with the goal being to restore one of the two ballparks and the playground. Because of the complexity of the project and the time of year, only the playground rehabilitation has begun. Next season, the team of volunteers will install the playground equipment and rebuild the main ballpark. If you are interested in volunteering on this project or would like more information, please contact Landscape Alberta at firstname.lastname@example.org or 1-800378-3198.
ASSOCIATION NEWS EXECUTIVE BOARD: President Past President First Vice President Second Vice President
Member Services & Insurance Chair
Christene LeVatte, CLP - NS Bill Stensson - ON Rene Thiebaud, CLP - ON Gerald Boot, CLP - ON
Treasurer Bruce Hunter, CLT, CLD, CLP - BC
DIRECTORS: LNS Representative LOHTA Representative BCLNA Representative Human Resources Chair Public Relations Chair Research Chair Government Relations AQPP Representative NAPPO Chair LNB Representative Garden Centre Canada Chair Certification Chair Landscape Canada Chair LA Representative LM Representative Growers Canada Chair LNL Representative SNLA Representative
Robin Godfrey - NS Alan White - ON Michael Kato - BC Harold Deenen, CLP - ON Bill Hardy, CLP - BC Vic Krahn, CLT - SK Michael Murray - NL Bruce McTavish - BC Kevin E. Nauss, CLP - NB Anthony O’Neill - NL Jeannette French, CLP - NL Phil Paxton, CLT, CLP - AB David Hinton, CLP - MB John Byland - BC Krista Russell - NL Aaron Krahn - SK Norm Altrogge - SK
STAFF: Executive Director Victor Santacruz, CAE, CLP email@example.com Manager of Industry Human Resources Joel Beatson, CAE, CLP and Professional Development firstname.lastname@example.org Growers Manager Rita Weerdenburg email@example.com Landscape and Garden Centres Julia Ricottone, EP Priorities Manager firstname.lastname@example.org Certification Services Crislane Ackermann email@example.com Certification Coordinator Laura Brinton firstname.lastname@example.org Minor Use/IPM Coordinator Peter Isaacson, B.Sc., MPM email@example.com Member Services Coordinator Christine Finn firstname.lastname@example.org Public Relations Coordinator Cecilia Ramirez email@example.com Communications Coordinator Anne Bowering firstname.lastname@example.org Executive Assistant Cheryl Gall email@example.com Member Services and Chelsea Ten Broek Commodities Assistant firstname.lastname@example.org Office Assitant Julie Soares email@example.com
EI rates frozen Minister Flaherty announced that the Government of Canada will freeze the Employment Insurance (EI) premium rate for employees at 2013 levels for three years. This announcement will benefit all CNLA members. It is estimated to save employers and employees $660 million in 2014. According to the Retail Council of Canada, a small business employs 10 workers, so this would represent a savings of up to $340 per year. EI rates were set at more than $3.00 per $100 per earnings in 1994 and fell to just under $1.75 per $100 in 2010. Recently rates had begun to increase. This announcement will hold rates at a maximum of $1.88 for each $100 of earnings for 2014, 2015 and 2016. This cost certainty is welcome news for employers.
Industry infographics available The Landscape Canada Committee has developed four unique infographics to help make industry statistics more accessible. You can download hi-resolution and website ready versions by visiting www.cnla-acpp.ca/LCCinfographic. Infographics are a great tool to use when talking to government, students or clients.
Print them, post them on your website or share via social media to give the public a better understanding of our industry.
SAWP policy violations The Seasonal Agricultural Workers Program (SAWP) is an important program that provides primary producers with access to a steady and reliable workforce during the growing season. Without this program greenhouses, nurseries, sod, flower and Christmas tree producers would have difficulty supplying their products to the marketplace in a timely and cost competitive manner. It is with this in mind that we would like to remind users of the SAWP that there are specific policies for using this program, and that contravening these polices will result in the revocation of the Labour Market Opinion (LMO) for all workers. One policy to bring to attention is where workers can be employed. SAWP workers can only work on-farm or deliver nursery, sod and greenhouse products to market; workers cannot install these commodities. For example, SAWP workers can transport trees from a nursery to a landscape job site, but they cannot plant the trees. Service Canada has received reports that this policy is being contravened by some employers in the sector. As noted above, if an employer is investigated by Service
Printed on recycled paper using vegetable based inks by: Harmony Printing, 50 Woodbine Downs Boulevard, Toronto, ON M9W 5R2
Canadian Nursery Landscape Association / Association Canadienne des Pépiniéristes et des Paysagistes 7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: firstname.lastname@example.org | www.cnla-acpp.ca
ASSOCIATION NEWS Canada and it is determined that this policy is being contravened, the employer will have their LMOs revoked and they will be denied future access to the program. Another policy to note is in regard to transfers. Workers cannot transfer to another employer or be shared without approval. Transferring or sharing temporary workers informally contravenes the Immigration and Refugee Protection Act and is punishable by a fine of up to $50,000.00.
Designer) program. Over two days the team reviewed questions in five different sections and ensured it was connected to the occupational standard and new training manual. Over the next few months, staff will compile the results and conduct further regional reviews and pilot test the new program. Tentatively the new exam will be launched early January 2014 along with a revamped portfolio submission process.
This is an excerpt from the Landscape Alberta Clippings. www.landscape-alberta.com
Welcome baby Doutre!
Back row: Laura Brinton, Sally Harvey, Ron Koudys, Don Chase, Audrie VanderWerf, Joel Beatson. Front row: Jeannette French, Beth Edney, Judith Humphries.
We call it a Cat Compact Track Loader. PATTIE AND JOE CALL IT THEIR TICKET TO HEAVEN ON EARTH. ®
On September 24, CNLA Member Services Manager Rebecca Doutre and her husband Mike welcomed Connor Alexander into the world. The CNLA staff are so excited for the Doutre’s and welcome Connor to the family!
Designer certification improving Milton, ON - A group of landscape designers from coast to coast met recently over two days to redevelop the written exam bank for the Landscape Industry Certified Designer (Certified Landscape
Pattie and Joe White Alpine Snow Removal and Trucking Cat Customer: 20 Years
Caterpillar helps businesses like Pattie and Joe’s succeed every day – by ensuring they have the right machine for the job, making parts available, giving them plenty of work tool options and providing expert service – so they can enjoy more time on the sled and less time at the office.
CNLA MEMBER EXCLUSIVE OFFER – SAVE UP TO $2,000 ON QUALIFYING CAT MACHINES.*
Scan for offer details. Visit CatResourceCenter.com/CNLA to download your discount card. *To redeem your credit: Your discount card and a CNLA membership confirmation letter must be presented to your local Cat dealer at time of quote. This offer applies to new Cat machines and select new Work Tool attachments purchased by Canadian Nursery Landscape Association members before December 31, 2013. Limit of one credit per new Cat machine and one credit per new Work Tool purchased. Offer available on new quotes only and not to be combined with any other offer. Contact your local dealer to see the complete discount pricing available per model. Subject to credit approval. Valid only at Cat dealer locations in the U.S. and Canada. Subject to change without prior notice. Contact email@example.com or call 1-888-446-3499 for a CNLA membership confirmation letter. CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow,” the “Power Edge” trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. © 2013 Caterpillar. All Rights Reserved.
Canadian Nursery Landscape Association / Association Canadienne des Pépiniéristes et des Paysagistes 7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: firstname.lastname@example.org | www.cnla-acpp.ca
7/26/13 12:04 PM
Maximize your membership Hello! My name is Cecilia and I am CNLA’s new Provincial Relations Coordinator. I would like to take this opportunity to remind you about some of the programs and projects we have to help you, your company and our industry to grow. As you know, not only an association, but also the entire industry, gains power and voice when members are working together. Similarly, the more members using our Member Savings Programs, the more valuable those programs become. Take a look at how much time and money you can save by visiting www.cnla-acpp.ca/ benefits. For a great source of information, CNLA invites you to check out our different social networks and share our content. We hope that this information is not only interesting to you, but to your customers as well. Sharing information across social media is an excellent opportunity to create awareness together. Another way to stay in touch is to attend Industry Events. You might already know about HortEast happening this month, Congress in January 2014, or the Green Show in Winnipeg next spring and we are looking forward to seeing you there! However, these are just some of the events happening around the country. Keep an eye on your provincial association’s website and social networks for events near you. A very important part of our industry is Certification Programs. Members are finding that certification is not only desirable, but often required to work in this industry. New test sites are being added for 2014, stay tuned for more information.
The importance of being a member and networking within the association is evident, but if we could have some members supporting the message, we will have more tools to prove it. We would love you to send us testimonials on how being a member has helped you and your company. You may do so in writing or in a cool video! Can you help? Please contact us!
New program with DynaSCAPE Software
And lastly, if you know of a company that is interested in joining our association, please refer them to us and I will be sure they get all the information they need.
Visit www.cnla-acpp.ca/dynascape for more information.
Grateful in advance for your participation in all of our programs! Cecilia Ramirez, Provincial Relations Coordinator email@example.com | 1-888-446-3499 ext 8660.
Facebook.com/canadanursery Twitter @CNLA_ACPP LinkedIn.com > groups YouTube.com/CNLA
CNLA members receive 10% off new or upgrade license purchases and online training with DynaSCAPE!
“DynaSCAPE Software is proud and honoured to partner with the Canadian Nursery Landscape Association and each of the provincial landscape industry associations across the country. DynaSCAPE has been providing quality software solutions to the professional landscape industry since 1998 and is looking forward to working with the board, staff, and as many members as possible. DynaSCAPE believes in supporting this new relationship with sponsorship in the National Awards of Landscape Excellence, exhibiting at trade shows (Canwest Hort Show, HortEast, and LO Congress), speaking at chapter meetings, and advertising in trade publications (CNLA Newsbrief and Landscape Trades).” - Joe Salemi, Marketing Manager DynaSCAPE
Request a quote today!
HortProtect Insurance wants to send you on a trip*! Request an insurance quote for your business and you will be entered to win a $5,000 Air Canada travel voucher. If you sign up with HortProtect, you will receive ten bonus entries. So don’t delay - visit www.cnla-acpp.ca/contest or scan the code above. Contest deadline is February 28, 2014. *Subject to the Official Rules. Entrants must be located in Canada; be a legal resident of Canada and of age of majority in his/her province of residence at the time of entry. Contest closes in February 2014. Random draw will be held shortly after contest closes. Odds of winning depend on the number of entries received.
Canadian Nursery Landscape Association / Association Canadienne des Pépiniéristes et des Paysagistes 7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: | www.cnla-acpp.ca For firstname.lastname@example.org All Your Insurance Needs
Migrant worker family financial card
payroll amount due to the workers to a trust bank account. Once DCR has received the wired funds, the cards are immediately loaded and the workers are free to use the funds in their debit account as they wish.
The DCR Strategies Inc. TruCash branded prepaid debit card is now available through CNLA’s Member Savings Program. This Family Financial Payroll Card will allow migrant workers of participating CNLA grower nurseries to operate within the Canadian financial system as would any regular banked Canadian.
This prepaid debit card will act as a bank account for the worker and their family back home. They can purchase online anywhere in the world, they can make regular purchases anywhere, they can withdraw funds from anywhere in the world, they can pay bills from anywhere in the world.
The grower will not have to spend time preparing payroll cheques and will save time on monthly bank reconciliations. Migrant workers will get their payroll payment immediately on a VISA card that will act as a bank debit card. The workers will not have to leave their employer’s property to cash cheques through expensive cheque cashing companies or need to utilize expensive offproperty money remittance systems. Migrant workers employed by CNLA members will be able to purchase items at any retail location that accepts VISA or any online retailer that accepts VISA payments with their Family Financial Payroll Card. This same utility will be available to the migrant worker’s family members in their home country through a companion VISA card. Both the migrant worker and his family member will be able to withdraw local currency through any ATM that accepts VISA cards. This will significantly streamline the money remittance process for the migrant families. This VISA payroll card will also act as a full family planning card. The cardholders can go online to check balances and review their transaction history. The workers can easily transfer funds from one of their cards to another card and the family member will have immediate access to these funds in the local currency without having to go to an out of the way location. Bills can be paid online with the card in the home country saving hours of waiting in line, as well the card will provide extra security by eliminating the need to carry cash. The process is simple. Employers send DCR Strategies the names, card numbers and net pay for each of the respective workers and then wire bank funds to cover the net
DCR Strategies sincerely believes that the CNLA growers will have a much happier and much more productive migrant worker population using the Family Financial Payroll Card. John Byland, President of Bylands Nurseries Ltd. and Chair of the CNLA Growers Committee, encourages all nurseries that employ workers under the SAWP to take a look at this program. For more information visit www.cnla-acpp.ca/ trucash.
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Canadian Nursery Landscape Association / Association Canadienne des Pépiniéristes et des Paysagistes 7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: email@example.com | www.cnla-acpp.ca
National Tree Day Thank-you! On September 25th, members of the Canadian Nursery Landscape Association (CNLA) and its 10 provincial associations celebrated National Tree Day. Over 50 members registered their events with CNLA, planting a total of 72 trees across the country! This is not including the thousands of trees that CNLA members plant, grow and distribute throughout the year. National Tree Day is a great opportunity for members to give back to their local communities by donating trees and time. Most of the trees were planted at schools, where members taught students how to plant and care for them. For some students, this was their first planting experience. And for many, it was their first interaction with this amazing industry! Schools were not the only ones that took part in the celebrations, as many public sites benefited as well. CNLA’s retail members also jumped on board by holding sales, giveaways and festivals to recognize the day. CNLA wishes to thank all of the members that participated in National Tree Day! View our map for a detailed list of Tree Day activities across the country. www.cnla-acpp.ca/nationaltreeday Clockwise from top: Down to Earth Gardening & Landscaping and Blomidon Nurseries with New Minas Elementary School (NS); Parkland Garden Centre National Tree Day festival (AB); Russell Nursery and Parklands High School (BC); Landscape Ontario Waterloo Chapter and Elmira District Secondary School (ON); MUN Botanical Garden (NL); Russell’s Land Design Inc., Sheridan Nurseries and Pat’s Plants and Gardens with Beachy Cove Elementary School (NL); Parkland Garden Centre and Aspen Heights Elementary School (AB).
300 native trees replanted at MUN Memorial University’s (MUN) Botanical Garden suffered significant damage to their natural area during Hurricane Igor in 2010 and post-tropical storm Leslie in 2012. Canon’s Take Root Program, presented by
INDUSTRY NEWS Evergreen, has awarded $5000 in funding to help restore the grounds as part of the Garden’s Hurricane Damage Restoration Project. “Through our grant with Canon’s Take Root Program, presented by Evergreen, we are able to replant over 300 native trees and shrubs in our natural area,” said Liz Klose, director of the MUN Botanical Garden. “Our plans for the redevelopment are focused on deciduous and fruit-bearing woody plants which will help expand the habitat diversity in our natural area.” MUN Botanical Garden marked the conclusion of this project by planting a native red maple (Acer rubrum) on National Tree Day. Following the tree planting ceremony, Todd Boland, Research Horticulturist and author of Trees and Shrubs of Newfoundland and Labrador, led a tree walk emphasizing the native and ornamental trees and shrubs within the Garden.
Landscape NL presents Green for Life award
them an opportunity to gain valuable work experience. This initiative has empowered the youth we work with and provides them with sustainable, cost efficient foods while establishing a community driven and supported project. CNLA extends its congratulations to Choices for Youth for this fantastic project! It will be entered into the National Green for Life Award competition taking place in January during the National Awards of Landscape Excellence.
No one wants clippings here.
Choices for Youth (Choices) was awarded Landscape Newfoundland’s Green for Life award for their New Leaf Community Garden. The garden supplies fresh produce to the programs offered by Choices such as its community suppers and drop-in meal services. The produce is also made available, free-of-charge, to the youth who access other Choices services. Below is an exerpt from their application form: The idea for our New Leaf Community Garden came about as a result of the needs of our youth who are at-risk or homeless. Our young people have very limited access to fresh produce as it is not affordable, so they often do without this essential staple of a healthy diet and lifestyle. The residents of Transitional Housing have been heavily involved in the development and planning of the project, working hard to make a difference in their community. One participant has even taken on the role of project manager, which has allowed
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Accept Nothing Less
Canadian Nursery Landscape Association / Association Canadienne des Pépiniéristes et des Paysagistes 52796-2CNLA.indd 1
7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: firstname.lastname@example.org | www.cnla-acpp.ca
7/17/12 4:31 PM
ANLA and OFA join to form AmericanHort In September, members of OFA Association of Horticulture Professionals and the American Nursery Landscape Associaiton (ANLA) announced that the two organizations would consolidate to form a new national trade association. The new American Horticulture Association (a.k.a. AmericanHort) will begin operations in January 2014. More information can be www.americanhort.org found at www.americanhort.org.
HortEast celebrates 20 years
2 0 13
Atlantic Canada’s premier conference and trade show is turning 20 this year. Hear from the best of the best during the seminars and network with other industry professionals on the trade show floor. The show is taking place November 1820 in Moncton, New Brunswick.
This year’s speaker lineup can’t be beat! Garden centres, landscapers, designers, arborists, nursery and greenhouse operators, municipalities, students and more will find great value from the program. Hear from experts such as Ian Baldwin, garden centre consultant; Dr. Youbin Zheng from Guelph University; Anna Ball, President and CEO of Ball Horticultural Company; Jeffrey Scott on growing sales, and much more! For more information or to register, visit www.horteast.ns.ca.
AIPH President Vic Krahn awards Sheridan Nurseries President Karl Stensson and Sheridan Nurseries CEO Bill Stensson the Golden Rose with Landscape Ontario President Phil Charal.
Third win in a row for Canada at International Grower of the Year Awards This September, Sheridan Nurseries in Ontario took home the Golden Rose at AIPH’s International Grower of the Year competition. This is the second year that Sheridan has won first place in this prestigious competition and the third year in a row for Canada, as Byland’s Nursery in BC won gold in 2011. CNLA extends it congratulations to Sheridan Nurseries for achieving this honour two years in a row!
CNLA Environmental Action Award The Town of Yarmouth, Nova Scotia was awarded the CNLA Environmental Action Award at the annual Communities in Bloom (CiB) Symposium and Awards this October. This award is part of the Outstanding Achievement Awards presented to communities that go above and beyond when enhancing their green spaces. CNLA extends its congratulations to the Town of Qualicum Beach in BC and the Town of Stettler, AB who were close finalists in this category. To learn more about CiB and their awards program, please visit: www.communitiesinbloom.ca
january 29, 2014
Save the Date! Delta St. John’s Hotel • St. John’s, NL
Open letter to CNLA members re: insurance Below is an excerpt from a letter to the editor in the November issue of Landscape Trades magazine submitted by Karl Stensson, President and Director of Brand Integrity at Sheridan Nurseries. As some of you know, I have been involved on a volunteer basis with Landscape Ontario and the Canadian Nursery Landscape Association (CNLA) my entire working career. For almost 30 years of that time I was Insurance Chair for the CNLA and now am still involved on the committee. Before I go on, please note this letter expresses my PERSONAL opinion and is not meant to represent the opinion of the association or my fellow committee members, although I do know many share my views. The word “insurance” is usually one that most people would like to leave out of their vocabulary. It is a necessary evil in our business and personal lives and unfortunately, only seems worthwhile when something tragic happens. Back in the early 1980’s, CNLA (then the CNTA) was on the verge of bankruptcy. The member Provinces had no choice but to close the office in Ottawa, let the Executive Director go and reduce dues to a minimum of $25. Over the years, the association gradually rebuilt itself and annual dues slowly rose to over $100 per member. At that point, the Provinces started to balk at paying increased fees so they directed the CNLA board to “find ways to make money without raising dues”. And we did. We started the insurance program by offering Health and Life and more recently the General Accident insurance. In case you do not know, the authorized insurance companies pay CNLA and the
member provinces a small percentage of premiums and the income from these payments is now more than our CNLA dues income. In short, we did what the members asked us to do! I would NEVER ask someone to support something for the Association if it cost them one dime extra in their business, BUT it irks me to know that many companies could change, save money and support our associations at the same time and yet they do not even try. Landscape Ontario and CNLA are two of the most successful trade associations in the world. Why? Because they have remained relevant, they have great volunteer support and they have found ways to enhance membership while making money without raising dues significantly. When your insurance is coming up for renewal, please think about getting a quote and supporting Marsh or The Investment Guild. They will never be the cheapest in all cases, but where they are cheaper, I ask you to support them and in turn support your association. Read the full letter on page six in the November issue of Landscape Trades or visit www.landscapetrades.com.
Are you tracking your CEUs? Keep track of your Continuing Education Units (CEUs) throughout the year, to ease you through the process when you are due to recertify.
Visit the Green Industry Show & Conference Alberta’s premier event for the landscape, greenhouse, nursery, garden centre, turf and tree care industry is happening November 14-15. The Green Industry Show is the largest trade show of its kind between Toronto and Vancouver - over 150 exhibitors located in Edmonton’s newest exhibition facility Edmonton EXPO Centre at Northlands. This state-of-the-art facility is the largest event space west of Toronto! Visit www.greenindustryshow.com for more information or to register.
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Industry Trend Report Insights and opportunities Significant trends are at work shaping the future of the ornamental horticulture industry and affecting businesses that grow and retail plants, and sell related products and services. With nearly three decades of relevant experience in the Canadian ornamental horticulture market, MARCON+ZRB examines these trends and reports on what they mean to you and your business.
Trend No: 1 Boomer consumers are changing
The Baby Boom Generation, synonymous with living for the moment, was born between 1945 and 1965 (now between 48 and 68 years old). It is this powerhouse group of consumers that was responsible for the development of ornamental horticulture in Canada over the last 25 years. As boomers bought homes they landscaped their properties and regularly participated in lawn and garden activities, making it one of the most popular leisure activities of the period. Installation and maintenance services were also in demand from more affluent consumers. Prior to the 2008 economic crisis, experts predicted a trillion dollar (CDN) transfer of wealth over the next 20 years and, as boomers received inheritances from their parents, this windfall would automatically translate into strong purchase levels for ornamental horticulture products and services during retirement. Five years later, many boomers carry heavy debt loads and are ill prepared for retirement and longer life spans. While inheritances may help to alleviate their debt, evolving circumstances, changing interests and new spending habits
should be expected as this generation ages. These will have a significant impact on the way you sell your plants, products or services. According to the Conference Board of Canada, the demand for condominiums and town homes will continue to be on the rise thanks to changing demographics. From the 2011 census, the number of people living in single-detached homes starts to drop around age 55. Two thirds of the population aged 50 to 54 occupied a single-detached home in 2011.
Over the next few years, a significant number of boomers will downsize to a home with a predictably smaller outdoor space. Depending on the age and location of the house, condo or townhouse, the landscape may be mature and in need of upgrading, new and requiring a complete design and installation, or a compact balcony or rooftop calling for a creative solution. Consider the implications and sales opportunities for the types of plants, landscape materials and design required for such spaces. Is your business positioned for a sizable downturn in Boomer sales volume for traditional lawn and garden plants, supplies and landscapes, but ready to provide the value-added solutions they will be looking for? How will you market that you sell what they want? It is no surprise that, as a group, boomers are in better shape than their predecessors, and many are interested in multiple activities. They golf, bike, trek, and do so many other things that they spend less time taking care of outdoor spaces. Even the ones who donâ€™t downsize and plan to stay in their single-detached home look for quick gardening solutions in the spring. This includes using services to help them save time. The recent trend is to purchase more perennials for colour and fewer annuals to save time planting. The result? Gardens are more mature with more perennials and the overall volume of all flowers sold has been flat or decreasing.
Consider the importance to your business of increasing valueadded products and services that deliver time-saving colourful plant solutions, not only in the spring, but throughout the year.
Which brings us to design. Boomers are great consumers of outdoor living spaces. Not only do they enjoy and use them often, they love to entertain. They are willing to spend money to have a fully decorated outdoor living room, including plants, hard landscapes and other value added products like furniture and lighting. There is a strong opportunity for the design and installation of these outdoor spaces, and as the trend indicates, increasingly in small areas. Consider the importance of positioning your business as a source for value-added, ready made, seasonal plant arrangements as a way of generating on-going contact and sales with your clients. Make no mistake. Boomers have crossed the digital divide and are web savvy consumers of plant information. They research and make buying decisions before ever going to stores or contacting a service business.
Think about how to best communicate on-line with Boomers not about what you sell, but about what they are interested in. The secret is in the story you tell and the way you tell it. Boomers are changing what they want and the way they buy your products and services. Is your organization adapting to take advantage of these trends? There are interesting growth and profit opportunities for horticultural businesses but these cannot be realized by simply repeating what has worked in the past. Consumer understanding, innovation and creativity is more critical today than ever before.
Jean Dumas, is a Partner in MARCON, a marketing research firm specializing in ornamental horticulture and agribusiness. Frank Zaunscherb, is President and Creative Director for ZRB (Zaunscherb Roberts Blair Inc.), a marketing, design and communications firm specializing in ornamental horticulture and agri-business. Together MARCON+ZRB provides strategic research and marketing solutions for clients across Canada and in the United States.
Canadian Nursery Landscape Association / Association Canadienne des PĂŠpiniĂŠristes et des Paysagistes 7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: email@example.com | www.cnla-acpp.ca
Autumn 2013 ®
1-800-265-1629 |INFO@COPF.ORG | WWW.COPF.ORG
Remaining effective in a changing market The mission statement of the Canadian Ornamental Plant Foundation (COPF) is “to provide effective solutions in the management of propagation and intellectual property rights for the benefit of the horticulture industry”. As in all mission statements, each word carries significant weight and their importance merits revisiting a few of them. The term effective underlines the reality of changing business models and the fact that programs and services must always answer the needs of clients. Management points to the changing complexities of Intellectual Property (IP) Rights over time and the necessity to stay abreast of new developments and the evolution of best practices in the fields of plant variety registration and protection. Finally, implicit in the very existence of COPF is the word benefit. And for whom? The horticulture industry. If the services rendered by COPF are not beneficial, then there is no reason to exist. What this all means is that COPF has adapted and continues to adapt to changing market and business conditions.
Founded in 1964, COPF is on the verge of its 50th Anniversary! It is an incorporated non-profit membership-based organization that connects plant breeders and wholesale plant growers. It is the only agency of its kind in Canada. Originally, the intention was to create a system which would encourage breeders to introduce (or allow access to) their varieties and gain some compensation from growers in order to help fund further new variety development. The initial business model was based on royalty administration (i.e. collection and reporting). As the organization grew in size and importance, licensing and license administration became an important function. COPF also offered grants to support research in new variety development. Throughout its history, COPF has benefitted from dedication and leadership in the Managing/Executive Director’s position as well as strong involvement on the part of Board members. These individuals (breeders, growers and representatives of other sectors of the industry) have contributed in significant ways to maintaining COPF’s reputation of trustworthiness and cooperation. In 2005, Plant Watch, a sister organization with a separate Board of Directors was set up in order to service breeder-clients in the USA. In this model, monitoring as well as licensing were the basis of operations. With the advent of branded plant programs,
specifically in the nursery sector, there is a greater need for monitoring, licensee audits and inspections, both in Canada and the USA. In the greenhouse or floriculture sector, major changes have also taken place. The larger breeders have shifted to and invested massively in offshore propagation facilities thus radically changing the propagation landscape. COPF was able to quickly devise the “Most Effective Monitoring Program” to service breeder needs in Canada. Recently, however the sector has moved beyond this towards a self-policing model. As one can see, the horticulture industry is not very different from others: consolidation, global economics, demographics are impacting and shaping market forces and business models. What lies ahead for COPF? New programs for smaller breeders, more monitoring, trademarking and licensing, even retail inspections and brand compliance audits. Certainly, the recently announced partnership with CNLA should be a cornerstone for these initiatives. As the journey continues, the future service offering will still involve managing complex situations and issues and will necessarily be effective and beneficial for the industry! Philip Thompson, Horticolor COPF Past President 2008-2012
Landscapers Corner Training options to fit your busy schedule Whether your staff are experienced, or brand new, there are always ways to improve efficiencies, but it can be difficult to find the time to run effective training sessions. CNLA’s Landscape OnSites manual may be the solution for you. This manual
is an essential tool for any landscape operation looking for simple training options. It is designed so you can run short 15-20 minute training sessions. Steps to conduct a successful OnSite session: 1. Plan the meeting 2. Set a time limit 3. Give specific examples, avoid generalizations 4. Wherever possible, demonstrate 5. Keep the discussion on topic 6. Involve everyone in the group
Take notes and follow up where necessary Consistently enforce safety rules
Take a look at the book online and see how you can fit it into your schedule. Set a specific time each week to meet with your staff and go through one section of the manual. You can download your own copy of this great resource for free at www.cnla-acpp.ca/onsites, or purchase hard copies from the CNLA office.
A changing customer demographic The nuclear family in a single, detached house in the suburbs, with a large property is no longer the norm. According to CBC’s Doc Zone, more than 50 percent of Canadians are single. The typical single person is a 35-64 year old woman, living in the city. With these statistics, you can understand the explosion of condo buildings in cities like Toronto and Vancouver. More people are living alone, without their own yard or garden and that
means we have to think differently about our customers. If you build it they will come. Plants and landscaping can be more attractive to those who can’t have it in their own space. Our industry can focus on providing the complete package to these customers. Whether that is through the design of a balcony garden, or building and maintaining the community green spaces in a high rise complex, our work is becoming more valuable. Singles are more financially independent and are willing to spend more money to get what they want. Like many urban dwellers, they are strapped for time,
and would rather spend their free time socializing. We can offer that social space that is well maintained and always available. If your customers are typically homeowners, think about this changing demographic when developing your marketing materials. If you work with developers, encourage them to maximize green space and community gardens. It is a win for them because it is a way to attract buyers and helps them meet environmental standards set by the municipality. Consider how you can best tap into this market in 2014. - Julia, Ricottone EP, CNLA Landscape and Garden Centres Priorities Manager
Garden Centres Corner The garden centre experience in Melbourne, Australia From October 6-11, 2013, 21 Canadians joined over 150 delegates at the International Garden Centre Association’s Congress in Melbourne, Australia. The itinerary was jam packed with a wide array of garden centres, nurseries and of some great tourist stops and social activities.
even taking it back to the garden centre that day. We saw some fantastic garden centres, all with their own unique twist. There were some focused on native plants and environmental sustainability. The cafes and gift shops were always a focus and we even saw garden centres integrated with art galleries, spas and yoga studios. We visited a big box store and discovered that Australian businesses have some tough competition – they were much more professional than what we see here in Canada. Congress also includes an information session, where delegates see the trends happening around the world. Did you know that the average national minimum wage from our 19 member countries is 7.53 Euros? And the highest paid garden centre employees are in Denmark, where they make on average 21.30 Euros.
It was interesting to see the innovative ways that growers have integrated recycled water and efficient irrigation systems to deal with years of drought they experienced in the past. We attended an industry trade market, which takes place the first Tuesday of every month. Garden centres can attend the trade market and stock up on goods, seeing what they purchase first hand and
The Congress is held every year in a different country and it is a unique event where you not only learn from the places you visit, but also from the people you get to know from around the world. It is a great way to bring ideas back to your business and it is recommended that you attend at least one Congress to be part of this experience! As a member of CNLA, you have the opportunity to attend the IGCA Congress. Take a look at next year’s schedule in Ireland from August 10-15, 2014 at www.igccireland2014.com. It’s going to be a popular one, so if you are interested, be sure to sign up early!
How will you improve your business in 2014? Garden Centre Inspection Program: Eve Tigwell will be back
in March and June 2014 to give garden centres her perspective on how to make improvements to their store. A March visit was added this year so you can take advantage of her expertise before the spring. Registrations for an inspection or consultation in March close December 31st. Visit www.cnla-acpp.ca/inspections for more information and registration forms.
Garden Centre Assessment Program (NEW): If you aren’t quite
ready for an inspection, consider our newest Assessment Program, which can provide you with a third-party view of your store and offer suggestions for improvements. This program uses local assessors from across the country who will go through a checklist that highlights best practices for good business. These can be booked at any time, and we hope it will provide our members with another resource to improve your bottom line. For more information, visit: www.cnla-acpp.ca/gcassessment
International Garden Centre Congress 2014: This is one more way
to get new ideas and learn from the best in the world. Consider attending Congress and see how your store compares to those in Ireland. www.igccireland2014.com
Recently Awarded Landscape Industry Certification Lawn Care Jeff Harms Ken Pavely
Hardscape Installation Michael Boag
Softscape Installation Brian Partridge Joe Jordan
Turf Maintenance Dominic Paquin Robert Young Irfan Motala Marc Thiebaud Jr. Troy Sadorsky Robert Spreen
BC BC ON ON ON ON
Ornamental Maintenance Anders Paulson Nacolle Ondra Ben Broughton Reta Horan Pamela Howard Lindsey Ross
BC BC ON ON ON ON
Designer Welwyn Wong Sue Millar Andrea McLean
ON ON ON
Irrigation Gordon MacArthur
BC *as of November 1, 2013
CERTIFICATION TEST DATES Visit landscapeindustrycertified.org for more information and links to exam applications.
WRITTEN TEST DATES AND LOCATIONS: November 20
Certification Corner Information for certified individuals Continuing Education Credits (CEU) for community outreach activities are now approved at 0.5 CEU per hour, service category. Serving as a judge in a Certification Test has now increased to one CEU per hour of volunteering, service category. In-house training does not need preapproval anymore. Claim your in-house safety training, one CEU per hour of training, education category.
ION – a min
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Each article article writing (10 course preparat ion was comf is given that a ion add only CEU boo ition con once duri k) or read s Document al CEUs side pleted. For ng ing time for a published in future CEUs awa rable amount of Presentatioation required recertific further rded with ation Reading ns: Speaking Doc CEU submis for actual presenta research and/or sion form : Book Rep umentation tion, see upon orting For Ser Form. Arti m cle Writing recertification vice CEU category SERVIC : Writing E – a maxim Docume Category ntation For um of 8 m of the req Descrip tion uired 24 Ser v1 CEUs from the followi CLT exa ng option m al service Credit is Judge or JTA par categories extended ticipation Document for on test day ation*: Doctest day only. CEUs (Se from ume licensee rvice) Ser v2 ntation with date /location of participation Serving of the exa 1 CEU per on m hour on regional, Board of Director site or state s or as a ass is not limi ted to the ociation. The affil Committee Chair Commun for iation of ity Outrea Green Industry. the associa national, Ser v3 ch activitie tion s. Docum .5 CEU per Official ICC entation*: hour Eva Offi luator to cial Leader Credit is CLT exte ship Ros Document nded for both for set up and test ter Ser v4 set up ation*: Non day e, CNLA and test day. Teaching will validate or presen the entry Subject ting at sch .5 CEU per mat on the form hour on ation of pre ter must be gre ools, professiona site en Document sentation, see Edu industry or job l conferences, wor related. c5 cate For CEU kshop or progra Presentatioation required Emeritus s awarde ms. 1 CEU with CEU gory. ns: Speakin d for pre or submissio per hour g Docume parEmeritus n form ntat Retired ion Form upon rec Status recertify status allows cert ertification . Landsc ifica nts ape Indu to continu the green stry e work in theindustry and mai Certified individu to use their designa ntained als may green indu tion(s) request stry (perha certification for To reques emeritus upon retirement at leas ps as a con from the status if t pro age (a cop emeritus status, they are sultant or t six (6) years prio age 60 or fession without please sen lecturer) designationy of one’s driver’s hav above and are not con r to retirement. d Certific license is a written notice (s) and yea are retiringing to sidered retir of sufficien rs certified from ed and areants who intend This stat t). The lette your intent to retir to continu , and retir us should not eligible e r (wh eme e re-enter be ich for emeritus nt date. may be e-mto the CNLA offic the profess considered care e, and incl status. ailed, mai ion will hav fully. Lan ude doc Certificants led dscape Indu or faxed) e their eme granted must incl umentation of * Docum stry Certifie ritus stat emeritus entation: ude us d your nam rescinde status will Submission d and will individuals awarde e, receive a only require be require d eme new ritus certificate d to reta d if you are ke the app status who late indicating selected for r decide this retired licable exa audit. Plea to ms. status. se keep on file for two years. 7856 Fifth Line Sou th, Milton, Ontario L9T 2X8 Tele phone: 888 -446-3499 Fax: 866 -833-8603 www.lands capeindus trycertified .com
Landscape Industry Certified Professionals recertification deadline is December 31, 2013; please send in your recertification forms to certification@ cnla-acpp.ca. Let us know if you have any questions, we are here to help!
Become certified this winter! Certification written exams are provided during winter at your local association, contact CNLA for details. Challenge the Certification Designer, Manager, Interior or Lawn Care program and be proud of your new achievement by becoming Landscape Industry Certified. Lawn Care Technician is a knowledge-based certification written exam, for experienced professionals. Do you have experience in: • Turfgrass, weed, pest, and disease identification • Pest control strategies, economic impact thresholds, and cultural practices • Ability to read labels and guidelines and calculate area to be treated (basic math skills) • Basic soil science and soil sampling • Application techniques • Environmental and weather impact of applied products
• • • •
Regulatory compliance Proper loading, accident procedures, reports, and spill management Vehicle and equipment maintenance Basic sales and customer communications
You could become a Landscape Industry Certified Professional by taking the Lawn Care Technician exam, it is a two hour exam with 100 multiple questions. Visit www.landscapeindustrycertified.org to download the exam application.
Are we getting through? Help us avoid email bounce-back by making sure that your information is up-to-date. We want to ensure that you are getting the materials you need to maintain your certification. Visit www.cnla-acpp.ca/addresschange to update your record or email firstname.lastname@example.org.
BY RITA WEERDENBURG
The summer of nursery tours The summer of 2013 has provided some fantastic opportunities to visit a wonderful selection of CNLA nursery members and to see first hand why Canadian nurseries rank among the best in the world. As space in our newsletter is always limited, we offer here only a very condensed overview of the locations visited and invite our readers to visit the CNLA website for more detail.
Dave Adamson of Adamson’s Heritage Nurseries and Peter Isaacson with some of the liner production at Adamson’s.
The Growers’ Canada group took advantage of their annual meetings in Montreal to visit a number of local nurseries. Beginning with a look at Abbotsford Nurseries, with 150 acres of container production, the group was particularly interested to see a recently implemented new plant labeling system. Just minutes down the road, the topography of the very picturesque Plant Select Nursery necessitated the installation of a large and intricate conveyor system to better facilitate plant movement throughout the nursery. A total change of pace was provided by a visit to Cramer Nursery and their 650 acres of large caliper field production.
Delegates inspect the production at Blue Sky Nursery.
Growers’ Canada delegates take a look at the potting equipment at Abbotsford Nurseries.
The BCLNA did a fabulous job of producing yet another successful CanWest trade show, along with some spectacular fall weather to facilitate a day of nursery visits. The day started with a look at the lining out production that is the specialty of Adamson’s Heritage Nurseries. Visitors to Qualitree Nurseries, the next stop on the tour, often have the illusion that they are somehow in The Netherlands, as the nursery has adapted many of the successful growing practices of Dutch nurseries. A subsequent visit to Cannor Nurseries, specializing in field production only, provided a very stark contrast. And the day was successfully concluded with a walking tour of Iadome Nurseries, owned by Byland Nurseries and operated by the Vandermuelen family.
Delegates take a look at the wire basket production at Cramer Nurseries.
Also this summer, Landscape Ontario and CNLA played host to the annual meetings of the International Ornamental Horticulture Producers Association. Niagara Falls was selected as the host city, offering a great opportunity to tour a number of local greenhouse and nursery sites, including JC Bakker Nurseries, Blue Sky Nurseries, Westbrook Greenhouses, Vineland Research and Innovation Centre and a little further afield, a trip to Sheridan Nurseries.
Part of the elaborate conveyor system at Plant Select.
Dr. Youbin Zheng answers questions about some of his research results at Vineland.
New edible ornamental germplasm for Canadian growers The Landscape Ontario Horticulture Trades Association in partnership with Canadian Nursery and Landscape Association and Vineland Research and Innovation Centre has used an investment of $43,200 from the Canadian Agriculture Adaptation Program (CAAP) to initiate the establishment of a gene-pool of promising germplasm of woody plants suitable for simultaneous use as edible and ornamental plants in home gardens, patio arrangements and balcony plantings in an urban setting. The gene pool at the moment consists of 54 accessions from 17 taxa and is rapidly growing. The goal of Vineland breeders and business analysts is to develop a focus on several taxa of strategic interest and to utilize the germplasm in breeding. The further release of new cultivars with improved floral display, fall colour, and edible characteristics would provide a competitive edge to Canadian growers in this rapidly growing segment on the global markets.
Coin de producteurs L’été des visites des pépinères L’été 2013 nous a donné des occasions fantastiques de visiter une merveilleuse sélection de pépinières membres de l’ACPP et de constater sur place les raisons pour lesquelles les pépinières du Canada se placent parmi les meilleures du monde. Puisque l’espace est toujours limité dans notre bulletin, nous vous offrons un très bref aperçu des emplacements visités et nous invitons nos lecteurs à consulter le site Web de l’ACPP pour obtenir plus de détails.
The AIPH tours included a visit to JC Bakker Nurseries.
Le groupe du Canada des producteurs ont tiré profit de leurs rencontres annuelles à Montréal afin de rendre visite à un certain nombre de pépinières locales. Commençant par un coup d’œil sur Abbotsford Nurseries, comptant 150 âcres de culture en conteneurs, le groupe s’est montré particulièrement intéressé à voir le nouveau système d’étiquetage des plantes récemment mis en œuvre. À quelques minutes de la route, la topographie de la très pittoresque Plant Select Nursery a nécessité l’installation d’un grand système
De plus, au cours de l’été, Landscape Ontario et l’ACPP ont été l’hôte des rencontres annuelles de la International Ornamental Horticulture Producers Association. Niagara Fall fut la ville retenue en tant que ville hôte, offrant une excellente occasion de visiter un certain nombre de serres et de pépinières locales dont JC Bakker Nurseries, Blue Sky Nurseries, Westbrook Greenhouses, Vineland Research and Innovation Centre et un peu plus loin, un voyage à Sheridan Nurseries. Michael Vandermuelen and Peter Isaacson at Iadome Nurseries.
de convoyeurs complexe afin de faciliter davantage le déplacement des plantes à travers la pépinière. Un changement total de rythme s’est produit lors de la visite de la Cramer Nursery qui utilise 650 acres pour la production d’arbres de grandes dimensions. La BCLNA a fait un travail remarquable dans la préparation d’un autre salon CanWest réussi alors qu’un temps automnal spectaculaire agrémentait une journée de visite des pépinières. La journée a commencé par un regard sur la production de plants repiqués qui constitue la spécialité de Heritage Nurseries de Adamson. Les visiteurs de Qualitree Nurseries, le prochain arrêt de la visite, ont souvent l’illusion qu’ils se retrouvent aux Pays-Bas puisque la pépinière a adopté plusieurs pratiques
The mountains in the background prevent visitors from thinking they are in The Netherlands when visiting Qualitree Nurseries.
Gord Mathies and a small selection of their very diverse lineup of inventory.
PAR RITA WEERDENBURG
efficaces de la culture des pépinières néerlandaises. Une visite subséquente à Cannor Nurseries, qui se spécialise uniquement dans la culture de plein champ, a donné lieu à tout un contraste. La journée s’est bien terminée par une visite à pieds de Iadome Nurseries, appartenant à Byland Nurseries et exploité par la famille Vandermuelen.
Dr. Rumen Conev of Vineland Research and Innovation Centre inspects some of the genetics that he has acquired as part of the CAAP project.
Un nouveau germoplasme ornemental comestible pour les producteurs du Canada en entier La Landscape Ontario Horticulture Trades Association en partenariat avec l’Association canadienne des pépiniéristes et des paysagistes ainsi que Vineland Research and Innovation Centre ont mis à profit un investissement de 43 200 $ du Programme canadien d’adaptation agricole (PCAA) pour initier l’établissement d’un germoplasme prometteur de plantes ligneuses convenant à une utilisation simultanée en tant que plantes comestibles et ornementales dans les jardins privés, les patios et les jardinières dans un milieu urbain. Le patrimoine génétique est composé en ce moment de 54 obtentions de 17 taxons et croît rapidement. L’objectif visé par les phytogénéticiens et les analystes commerciaux de Vineland est de développer un accent sur plusieurs taxons d’intérêt stratégique et d’utiliser le germoplsme dans l’amélioration génétique. La diffusion éventuelle de nouveaux cultivars avec une composition florale améliorée, des couleurs d’automne et des caractéristiques comestibles donneraient un avantage concurrentiel aux producteurs du Canada dans ce segment à croissance rapide sur les marchés mondiaux.
Industry events NORTH AMERICA November 6-8: Expo-FIHOQ: Place Bonaventure, Montréal, QC www.fihoq.qc.ca November 14-15: Green Industry Show and Conference: Edmonton EXPO Centre at Northlands, Edmonton, AB www.greenindustryshow.com November 18-20: HortEast Trade Show: Moncton Coliseum Complex, Moncton, NB www.horteast.ns.ca December 3-5: OTF Conference & Show: Greater Columbus Convention Centre: Columbus, OH www.ohioturfgrass.org December 4-6: PM Expo: Metro Toronto Convention Centre-South Building, Toronto, ON www.pmexpo.com
JOIN THE CLUB that everyone is talking about!
January 7-9, 2014: Landscape Ontario Congress: Toronto Congress Centre, Toronto, ON www.locongress.com January 29, 2014: National Awards of Landscape Excellence: Delta St. John’s Hotel, NL www.cnla-acpp.ca/awards
Register at www.STIHLCLUB.ca for a chance to
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November 28 - December 1: Flower Show Turkey: Istanbul, Turkey www.flowershow.com.tr
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December 3-5: Paysalia - the Landscape, Garden & Sport Exhibition: Eurexpo, Lyone, France www.paysalia.com
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January 28-31, 2014: IPM Essen: Messe Essen, Germany www.ipm-essen.de
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