The Scoop - May 2020

GREEN TO BE SEEN

SOCIAL MEDIA TIPS

MNLA IS ESSENTIAL ALSO INSIDE:

MARKETING TO MILLENNIALS

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THE VALUE OF PARTNERSHIPS

PLUS:

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8 Events 15

10 The Value of Partnerships How the presence of COVID-19 has heightened the need for partnerships with NLAE and others.

28 News & Notes New members and Purdue University releases a

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Green to Be Seen Why are plants green? Faith Appelquist explores the value of chlorophyll.

new app to join its family of plant apps.

40 Time to Renew Your Membership Renew your membership by the end of July and be entered in a prize drawing!

    

42 Upcoming Classes and Events Highlights

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6 Time Saving Social Media Tips for Lawn Care Companies and Landscapers Chad Diller explains how social media for the green industry is not a waste of time, if you do it the right way! 

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Marketing to Millennials Using Ads and Promotions Dr. Chengyan Yue and colleagues review the results of a survey conducted with over 3,000 millennials. 

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Landscape Awards Judges Choice Winner: “Thornhill” Dig into a project profile of the winner of the 2020 Landscape Awards Judges Choice: “Thornhill” by biota Landscapes.  

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COVID-19 Special Section: MNLA Is Essential MNLA played a pivotal role in Minnesota’s Green Industry exemption during the COVID-19 crisis. Follow the story step-by-step and read members’ reactions to their trade association’s work during the spring of 2020. 

 Landscape & Hardscape Install & Design  Garden Services & Landscape Mgmt  Garden Centers  Growers: Nursery & Greenhouse  Irrigation & Water Mgmt  Arborists & Tree Services  All

What’s happening this summer and fall? Check out the highlights.

44 MNLA Foundation: High School Scholarship Winners Read about two MNLA High School scholarship winners and their career aspirations.

46 Congratulations to MNLA Certified Professional Fellows Certified Professional Fellows are longstanding nursery and landscape professionals and are recognized as industry leaders.

47 Member Appreciation Day August 5th will be a day to thank our wonderful members with free beer, lunch, and treats at the MNLA office!

Cover photo: iStock.com/EtiAmmos. Table of Contents Images: Top Left: iStock.com/malerapaso. Middle: iStock.com/Sloop Communications.

Bottom: biota Landscapes.

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DIRECTORY

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MINNESOTA NURSERY & LANDSCAPE ASSOCIATION Successful Businesses Grow Here!

1813 Lexington Ave. N., Roseville, MN 55113 651-633-4987 • Fax: 651-633-4986 Outside the metro area, toll free: 888-886-MNLA, Fax: 888-266-4986 www.MNLA.biz • www.NorthernGreen.org Mission: The mission of the Minnesota Nursery & Landscape Association is to help members grow successful businesses.

BOARD OF DIRECTORS Tim Malooly, CID, CLIA, CIC, President Water in Motion 763-559-7771 • timm@watermotion.com Randy Berg, Vice-President Berg’s Nursery, Landscape/Garden Center 507-433-2823 • randy@bergsnursery.com Matt Mallas, Secretary-Treasurer Hedberg Supply 763-512-2849 • mmallas@hedbergaggregates.com Faith Appelquist, MNLA-CP Tree Quality LLC 612-618-5244 • faith@treequality.com Patrick McGuiness Zlimen & McGuiness PLLC (651) 331-6500 • pmcguiness@zmattorneys.com Mike McNamara Hoffman & McNamara Nursery & Landscaping 651-437-9463 • mike.mcnamara@hoffmanandmcnamara.com John O’Reilly Otten Bros. Garden Center and Landscaping 952-473-5425 • j.oreilly@ottenbros.com Jeff Pilla, MNLA-CP Professional Turf, Inc. (Proturf) 952-469-8680 • jeff@professionalturf.com Nick Sargent, MNLA-CP Sargent’s Landscape Nursery, Inc. 507-289-0022 • njsargent@sargentsgardens.com Cassie Larson, CAE MNLA Executive Director 651-633-4987 • cassie@mnla.biz STAFF DIRECTORY Executive Director: Cassie Larson, CAE • cassie@mnla.biz Membership Director & Trade Show Manager: Mary Dunn, CEM • mary@mnla.biz Communications Dir.: Jon Horsman, CAE • jon@mnla.biz Education/Cert. Manager: Susan Flynn • susan@mnla.biz Dir. of Government Affairs: Forrest Cyr • forrest@mnla.biz Regulatory Affairs Manager: Jim Calkins • jim@mnla.biz Accountant: Kris Peterson • kris@mnla.biz Foundation Program Coordinator: Paulette Sorenson • paulette@mnla.biz Administrative Assistant: Lora Sondrol • lora@mnla.biz Advertising Sales: 952-934-2891 / 763-295-5420 Faith Jensen, Advertising Rep • faith@pierreproductions.com Betsy Pierre, Advertising Mgr • betsy@pierreproductions.com Legislative Affairs Consultant: Doug Carnival

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Arborjet .................................................................................................. 14 Bachman's Wholesale Nursery & Hardscapes ............................... 3 Borgert Products, Inc. ......................................................................... 18 Carlin Sales ........................................................................................... 37 Central Landscape Supply ................................................................ 43 CST Distributors ................................................................................... 21 Cushman Motor Co. Inc ...................................................................... 40 Edney Distributing Co., Inc. ............................................................... 22 Fury Motors ............................................................................................. 4 Gertens Wholesale & Professional Turf Supply ............................. 2 Gopher State One-Call ....................................................................... 22 Haag Companies, Inc. ......................................................................... 38 Hedberg Landscape & Masonry Supplies ..................................... 37 Jeff Belzer Chevrolet ..................................................................... 24–25 Landscape Alternatives Inc. ................................................................ 9 Monroe Truck Equipment .................................................................. 45 Out Back Nursery ................................................................................. 43 Plaisted Companies .............................................................................. 7 Rock Hard Landscape Supply ............................................................. 9 SMSC Organics Recycling Facility .................................................... 35 The Resultants ..................................................................................... 21 The Tessman Company ......................................................................... 9 Tri-State Bobcat, Inc. .......................................................................... 23 Truck Utilities, Inc. ............................................................................... 37 Versa-Lok Midwest ............................................................................... 11 Wheeler Landscape Supply .............................................................. 35 Ziegler CAT ............................................................................. Back Cover

UPCOMING

MNLA is continuing to plan education and events for the green industry. All precautions will be taken to meet social distancing requirements and the guidelines set in place by local and state agencies as well as venues. But, as we all know, there are no promises during these times and we are taking this day by day and will announce any changes as they come if necessary. We also know these are difficult and uncertain times for everyone, so we've made a few adjustments. Should changes occur causing an event to be cancelled due to COVID-19 issues, your registration would be refunded in full.

JUL

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CULTIVATE 20 — NOW A VIRTUAL EVENT Cultivate is the largest all-industry trade show and conference for the horticulture industry.

Columbus, OH ➽Cultivate20.org

JUL

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

MNLA FOUNDATION WIDMER GOLF TOURNAMENT Mark your calendars and get your foursomes together! All proceeds benefit the MNLA Research Fund.

Majestic Oaks Golf Club, Ham Lake ➽ MNLA.biz

TBD



NAME THAT PLANT: PLANT I.D. SKILLS TRAINING Whether you are new to the industry or a seasoned green industry professional wanting to improve your plant identification skills, this half-day outdoor plant identification skills training event is for you!

MNLA.biz

AUG

MEMBER APPRECIATION DAY

05

We appreciate you! Members are invited to stop by the MNLA Office and have a treat.

AUG

6TH ANNUAL MNLA NIGHT AT THE SAINTS GAME

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05



MNLA Office, Roseville ➽ MNLA.biz

Gather your co-workers and enjoy a game at CHS Field. Price includes game ticket and dinner.

CHS Field, St. Paul ➽ MNLA.biz

iStock.com/Jeremy_Hogan

AUG

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

MNLA LANDSCAPE CASE STUDY The MNLA landscape was completed in 2019. The design embodies sustainability in its thoughtful selection of materials, water management, and planting practices. Join project designer, Urban Ecosystems, for an onsite case study of the project.

The Scoop, June 2020, Issue 6, is issued monthly,

MNLA Office, Roseville ➽ MNLA.biz

12 times per year. All original works, articles or formats published in The Scoop are © Minnesota Nursery &

AUG

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Landscape Association, 2020, and may not be used



without written permission of MNLA, 1813 Lexington Ave N., Roseville, MN 55113. Subscription price is $99 for one

“DRIVE YOURSELF” TURF AND LAWN FIELD TRIP Looking for ideas to diversify your lawn care portfolio? Looking for unique turfgrass species options? This “drive yourself” tour will feature some of the top showcase lawns in the Twin Cities!

year, which is included with member dues. POSTMASTER:

St. Paul, MN ➽ MNLA.biz

Send address changes to The Scoop, MNLA, 1813 Lexington Ave N., Roseville, MN 55113.

2020 MNLA seminars

Editorial Contributions. You are invited to share your

generously supported by:

expertise and perspective. Article ideas and manuscripts should, whenever possible, reflect real and specific experiences. When submitting an article, please contact

Business

 Skills Training

 Networking

Leadership Development

General

the publisher at jon@mnla.biz or 651-633-4987. MNLA



reserves the right to edit all Scoop content.

➽Information on industry events: MNLA.biz/events. Free member-only videos: MNLA.biz/OnlineEducation.

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Our goal is to provide value to you, the member, through this vital Pine Bark communication service. To do that, we need to know Safety Chip what your current needs are! We would like to gather your feedback on how you read The Scoop, Safety whichChip Select content you value most, and what you wish we would include. Please take five minutes and give us your Western Cedar here: opinions via a quick 5-question survey foundRed http://www.surveymonkey.com/s/ScoopFeedback.

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WRITERS WANTED PLaYGRoUND MULCH Hardwood Fines We’re also looking for members who love to write – members who want to share useful information, ideas, and innovations with their fellow members in the association’s monthly magazine. Write from the perspective of your industry segment (landscape install, garden center, grower, etc.); share knowledge on business management or human resources; or offer insights via our soon-to-premiere features “Ideas That Work” and “My Favorite Tool.” To offer your services and/or receive information on deadlines and other parameters, email susan@mnla.biz or call Sue Flynn or Jon Horsman at 651-633-4987.

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www.MNLA.biz | ocTober 2012

FROM THE EXECUTIVE DIRECTOR

The Value of Partnerships Cassie Larson

MNLA Executive Director

Partnerships make us all stronger. I’m sure you have partners you rely on to help you operate your business, lend advice, or just offer a listening ear. The presence of COVID-19 has underscored the value of partnerships both for MNLA and for me personally.

The partnership I want to highlight for you today is that of the

Nursery and Landscape Association Executives (NLAE).

NLAE is made up of the executives and staff members of nursery and landscape associations from states across the country, Canadian provinces, as well as national associations in the green industry. It has been a valuable resource for me and MNLA for many years. Let me give you an illustration…

On a Tuesday at the end of March, I received a call from Jeff Stone, the Executive Director of the Oregon Association of Nurseries (OAN). We discussed the current state of COVID-19, and how it was affecting the green industry across the continent. At that time, “stay in place” orders were just beginning to come out and the crisis was beginning to escalate. We agreed that we needed to find a way to communicate widely and fast! So, we decided to divide and conquer. I agreed to set up weekly Zoom meetings and record notes, while Stone set up the agendas for what would become weekly meetings to share and disseminate information among NLAE colleagues. From that moment forward, we started meeting every Friday to discuss the state of play across the country and nationally.

One initiative that resulted from our work was that we were able to create a one-stop, centralized COVID-19 online map for the North American green industry. It contains information on what green industry segments are operating in each state or province, as well as how shipments to and within the various states and provinces are affected.

You can simply click a state or province on the map to see the current status: https://www.nlae.org/covid-19/.

There were many intangible benefits as well. As you may or may not know, individual states often look to each other to establish policy and precedent. So, what happens in one location often makes its way across the country.

Thus, it was critically important for each association to understand what was happening EVERYWHERE. In addition, we have been able to share policy positions, advocacy techniques, and member engagement strategies. We have also been able to gather and disseminate national information on grants and lending programs, CDC guidelines, USDA funding, and a wealth of other information to share with our individual members in each state.

This rapid-fire sharing of information was a benefit to MNLA members during the height of the crisis, continues today, and will continue for as long as we find it necessary to deal with the circumstances at hand. Knowledge is power. And key partnerships make acquiring that knowledge easier than going it alone.

Have you leveraged your partnerships? I encourage you to reach out to other MNLA members during the next few weeks and just ask how things are going. The relationships and partnerships you develop will pay dividends today, next month, and when the next crisis comes along.

We’re all in this together — including every state, province and national associations through NLAE. The green industry is resilient, and we will persevere!

➽ MNLA EXECUTIVE DIRECTOR CASSIE LARSON can be reached at 651-633-4987 or cassie@mnla.biz.

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All photos: Faith Appelquist, except where noted.

Andy Smith iStock.com/malerapaso

The emerald green of the plant world contrasts with the ram’s brown coat.

When plants are stressed, like this oak with yellow leaves, they do not have enough energy for chlorophyll production.

Plants are incredibly resourceful, recycling the green chlorophyll back into the plant before leaf drop in the fall.

Some pink or dark red plant leaves contain chlorophyll, but they are masked by other pigments like anthocyanins or flavonoids.

Because tender young leaves are prone to being eaten, certain plants do not put valuable chlorophyll into leaves until fully expanded and tough.

The green color in plants comes from a large, hard-to-maintain and expensive-to-build molecule called chlorophyll. Chlorophyll is found in special membranes inside leaf cells. Chlorophyll is the centerpiece (literally and figuratively) of the light capture and food production in plants called photosynthesis. Photosynthesis transforms light energy into chemical energy. In the process, carbon dioxide and water are converted into sugar and oxygen — sugar that provides energy, and oxygen that we breathe. Chlorophyll is like money; it is extremely valuable. Plants conserve, protect and maintain their chlorophyll. Without chlorophyll, all life on earth would cease to exist.

The color of an object is determined by which light is absorbed and which light is reflected. If sunlight runs through a prism, it is split into rainbow colors. If you shine sunlight into something we perceive as black, all the light is absorbed, and nothing is reflected. The opposite is true with a white object. The light that goes in is all reflected out and we see a white object. If we shine light on an apple for example, we see it as red because every light wavelength is absorbed except for a tiny bit of red. The color we see depends on what light is absorbed and what is reflected.

When the sun shines on a leaf, the chlorophyll within its tissues absorbs the two opposite ends of the visible spectrum; violet and

deep far red. The green and yellow spectrum range in the middle isn’t absorbed, so this is what our eyes see.

With failing light, food, lack of nutrients or energy, loss of chlorophyll pigments are a first visible sign of problems. Yellowing leaves in plants is one symptom of many different pest, disease, and environmental insults, because chlorophyll production and maintenance requires so much energy. In the autumn, when plants are getting ready to lose their leaves, chlorophyll is gradually reabsorbed or taken back into the plant. This allows the other leaf pigments to show through in the fall, such as yellow carotenoids and red anthocyanin. New growth on plants is often tinged red, indicating the plant is holding back on giving the leaves a full complement of valuable chlorophyll, only to lose it to hungry herbivores.

Through millions of years of evolution, chlorophyll was designed to strongly absorb red and blue light but not green and yellow light, which is simply frittered away. Chlorophyll and money make the world go around. Funny, they are both green. ➽FAITH APPELQUIST is an ISA Board Certified Master Arborist, an ISA Municipal Specialist MN, and an ASCA Registered Consulting Arborist®. Faith can be reached at faith@treequality.com. june 20 MNLA.BIZ

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TIPS

6 Time-Saving Social Media

FOR LAWN CARE COMPANIES AND LANDSCAPERS Chad Diller

iStock.com/Sloop Communications

Landscape Leadership

june 20 MNLA.BIZ

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SOCIAL MEDIA

EVERYONE AND YOUR MOTHER KEEPS TALKING ABOUT SOCIAL MEDIA. YOU HOPED IT WAS JUST A FAD, BUT THE CRAZE KEEPS BUILDING EACH YEAR. MAYBE YOU DABBLED, GOT ON THE BANDWAGON, AND TRIED YOUR BEST TO POST, TWEET, PIN, UPDATE, SNAP, AND WHATEVER ELSE PEOPLE ARE DOING THESE DAYS. Maybe you got so busy with your lawn care or landscaping business that you got someone else to do it for you. Or maybe it fell to the wayside and you’re now realizing it’s time to spring back into action. Deep down inside, you’re concerned. You love the concept of building a loyal online community and getting new clients from social media, yet you want to make smart business decisions without wasting time or money.

I get it. I’ve been there myself. In early 2012, I remember standing in front of a room of about 100 coworkers trying to explain how platforms like Facebook and Twitter were going to help our lawn and landscape business grow. In the midst of blank stares and raised eyebrows, I tried to convince my co-workers (and secretly, myself) that it was worthwhile.

Fast-forward eight years, and these social networks have proven

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their ability to reach prospective clients. Clearly social media for lawn care businesses or landscapers isn’t a waste of time, if you go about it in the right manner.

Using Time Wisely on Social Media Over the years after that speech, I spent a lot of time on social media.

I realized one important truth. You only have so much time. And, it’s the one resource you can’t get more of no matter how many lawn care customers you add or how many landscaping jobs you sell. So, to help you keep from wasting your precious time, here are some time-saving social media tips: 1. Spend More Time Initially on Strategy. Now while that may sound contrary to your overall goal to spend less time, it’s absolutely necessary to invest more of it on the front-end. Don’t expect a good ROI without doing the groundwork first. Explore your intent for social media and create a detailed plan that will support that purpose on a frequent and consistent basis. Your social media success is dependent upon that and this will direct how you spend your time on a day-to-day basis going forward. Create a calendar to plan seasonally relevant content. Regardless of whether it’s an article, image, or video, your content will fill in predictable slots in this calendar. If you’re just starting out, maybe it’s one or two posts a week. Down the road, it will be easier to post more often. Be consistent and stick to the calendar. Your followers will appreciate it and it will reduce stress for you when it gets busy.

iStock.com/Sloop Communications

2. Start with One Social Platform and Max Out at Two. If you’re attempt-

ing to be active on too many networks, you will water down your efforts and waste time. Figure out where your target audience is and narrow your focus. You don’t need to be on every social media platform. Facebook is ideal for B2C companies and LinkedIn is great for B2B. Become regularly active and engaged on one of those platforms before you move onto others.

3. Create and Curate Your Own Content. Since you’ll have already created a detailed content calendar, you’ll need to find post-worthy content. Searching online for something accurate and original can eat up a lot of time. Instead, create your own resources over time. Regularly produced blog posts, videos, or images of your work or team is perfect to re-publish later. Organize these items by category and seasonal relevance and it will make creating your content calendar easier each year.

4. Use Social Media Scheduling Tools. Work ahead when it’s slow. Many social tools like HubSpot, HootSuite, and Buffer allow you to bulk upload messages, links, and images and schedule them out for later. A little work in the off-season could save you a ton of time when you could get too busy and forget. Many social tools also allow for automatic publishing when you publish a new blog article.

5. Set Up Social Monitoring & Filters. Some social media tools allow you to set up notifications based on certain criteria. Instead of trying to scroll through a giant news feed each day, you can use these tools to notify you when someone mentions your brand or

uses specific hashtags near a geographic location. You can also create targeted filters to view only the updates you want to see from specific groups of people or organizations.

6. Delegate Duties and Schedule Activity Times. Multi-tasking will cause you to be less effective at whatever you’re doing. Weigh your options for being instantly connected carefully. Try to minimize the constant barrage of non-urgent likes and shares as much as possible. Set scheduled times for you or team members to be active on social media. If the tasks can be divided up among your team members, assign certain duties to be done at the right times.

It’s Time to Get Social Social media for lawn care and landscapers makes sense if it’s done right. Putting it off or ignoring it isn’t making it go away. And a causal approach won’t work either. You can be a social media success if you follow these time-saving tips. You’ll increase your company’s influence, build up a loyal following, and even attract new clients. Then everyone and their mother will be talking about you instead. You’ll be the latest craze.

➽CHAD DILLER is Director of Client Success at Landscape Leadership, a sales and marketing agency for lawn, landscape and tree service companies. Find out more at www.landscapeleadership.com.

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ADS &

Marketing to Millennials Using

PROMOTIONS

Dr. Chengyan Yue, Associate Professor, Department of Horticultural Science and Department of Applied Economics, Bachman Endowed Chair in Horticultural Marketing, University of Minnesota. Shuoli Zhao, Ph.D student, Department of Applied Economics, University of

iStock.com/hallojulie

Minnesota. Dr. Alicia Rihn, Post-doctoral Research Associate, Food and Resource Economics Department, University of Florida.

june 20 MNLA.BIZ

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MILLENNIALS

Figure 1. Top three formats of advertisements millennial respondents preferred.

MILLENNIALS (WHOSE AGES WERE BETWEEN 18 AND 40 YEARS OLD) ARE THE KEY PLAYERS IN THE FLORAL INDUSTRY’S FUTURE AS THEY ARE FINISHING COLLEGE, ENTERING THE JOB MARKET, AND GAINING INCREASING PURCHASING POWER. However, marketing to millennials can be complicated, as they may be resistant to traditional marketing strategies. In order to investigate how to effectively market to this cohort, an online survey was conducted with 3,011 U.S. millennial consumers.

Advertisements Millennial consumers indicated that they did not frequently notice floral advertisements.

Specifically, 42% of respondents sometimes noticed floral advertisements, 29% seldom saw floral advertisements, and 5% never saw floral advertisements. Conversely, only 24% noticed floral advertisements frequently.

Advertisement format influences which ads are noticed and used by consumers. As expected, TV commercial is still the most preferred platform for advertisement, but many millennial respondents also attended to social media advertisements. An important factor that influences millennial consumers’ 20

MNLA.BIZ june 20

attention and recall of advertisements is the content. Respondents were asked to indicate what content would catch their attention in floral advertisements. Creative, quirky content was rated the highest by respondents, followed by price and sales promotions. Holiday reminder, sentimental/touchy, funny/humorous, and classy/fancy content was also highly ranked. Other positive content included simple/straightforward, trendy/cool, sustainable/ harmonious, cause marketing, and catchy slogans. Educational content was the least likely to catch respondents’ attention.

Price & Sale Promotions Since price and sales promotions were highly ranked content and there are many price-related promotional options, it is important to understand which options are most preferred by millennials. Overwhelmingly, millennial consumers preferred discount price promotions. Next, they preferred in-store coupons, followed by ‘buy one, get one’ or ‘buy two, get one’ deals. Approximately 27% of respondents indicated they preferred online coupons, 23% preferred a loyalty-based program, 21% preferred receiving a free upgrade.

Value-Added Services Besides price incentives, millennial consumers also indicated there were three main categories of value-added options that they were interested in, including: free items, services, and customization/personalization.

Millennials were most interested in a gift with purchase or a free nutrient packet with the flowers. Next, they were interested in many of the customization/personalization options, such as convenient/timely delivery, a ‘flower bar’ option, personalized discounts, customized colors, customized packages, creative theme arrangements, and personalized product offerings based on previous purchases. For services, millennials perceived loyalty programs as adding the most value to their products. They also viewed quality/longevity warrantees and additional packaging/container options favorably.

Loyalty Programs Loyalty programs are one important way to encourage customer loyalty and reward those individuals who frequently purchase products. Millennial consumers perceived having no expiration date on the awards/points to be the most important loyalty program attribute, which is potentially because millennials do not frequently purchase flowers and they do not want their points to expire before they are used. The next most important attribute was a gift for one’s birthday or special occasions, followed by special discounts for members, the ability to accumulate points/purchases toward a free item, and coupons linked directly to a member’s account that automatically apply at check out. Other attributes that were perceived positively include flexible awards for other stores, phone number/email

tracking rather than a card, and member-only sales events.

Subscription Service A subscription box is a package of retail products sent directly to a customer on a recurring basis for a set fee. The package can be continuous or have a pre-set duration (3 months, 6 months, annual renewal).

Subscription boxes are used by subscription-based ecommerce businesses and can target a wide range of consumers and cater to a variety of specific needs and interests.

Nearly half (44%) of millennial respondents indicated they were interested in subscription services for floral products. Millennial consumers indicated that ease of registering and cancelling is the most important. A free trial was also positively received as it allows consumer to try the service without financial risks. Millennials also appreciated more price discounts with the subscription, flexible delivery dates, options in terms of products, and the ability to select which products are delivered. Due to millennials’ various budgets, they indicated that having various price levels of products would be important. They also appreciated the ability to customize their subscriptions, for instance, personalizing products based on preferences or bundling with other products. Additionally, they appreciated having the option to forward the subscription to someone else if they were unavailable. Some respondents were also interested in a mystery box where they receive a surprise product monthly.

Summary Millennial consumers are tech savvy, incentive driven, and yet value authenticity in advertising and company offerings. As a result, marketing to them can be challenging.

Firms must be aware of their unique needs, attitudes, and preferences, and marketing efforts need to align with their media usages and lifestyles.

Takeaways 1. Millennials did not frequently notice floral advertisements. TV commercials and social media advertisements are the most influential advertisement formats for millennials. a. Advertise flowers on TV and social media. b. Use creative/quirky advertisements or sales/price

june 20 MNLA.BIZ

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“

MILLENNIALS

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2.

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MILLENNIALS DID NOT FREQUENTLY NOTICE FLORAL ADVERTISEMENTS. TV COMMERCIALS AND SOCIAL MEDIA ADVERTISEMENTS ARE THE MOST INFLUENTIAL ADVERTISEMENT FORMATS FOR MILLENNIALS.

”

promotions to have the most impact in terms of catching millennial consumers’ attention.

Millennials love incentives. Floral firms need to consider which incentives align best with their businesses.

Millennials expressed interest in loyalty programs aligned with their needs. a. Make loyalty programs attractive and easy to use. b. Loyalty program awards/points need to not expire. c. Provide free gifts or customized coupons on special occasions (e.g. birthday, etc.), special discounts for members, and flexible awards that can be redeemed at other stores (coffee shop, wine store, etc.).

The use of subscription boxes is rising in popularity among millennial consumers. Approximately 44% of millennial consumers are interested in a floral subscription service. a. Consider offering subscription services. b. Ensure that the subscription service is easy for millennials (and other customers) to register for and cancel if needed. c. Offer a free trial so the customer can try the service risk free. ➽ CHENGYAN YUE holds the Todd and Barbara Bachman Endowed Chair in Horticultural Marketing, Professor at the Department of Horticultural Science

and Department of Applied Economics at the University of Minnesota. By better understanding consumers’ and other stakeholders’ preferences, Dr. Yue's research provides guidance and implications for marketing horticultural products in strategic ways, which help increase the products’ success in the marketplace. Photo credit: David Hansen 22

MNLA.BIZ june 20

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Business Choice is designed for business owners who rely on their vehicles for their day-to-day operations.

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302 302 302

www.jeffbelzerchevy.com Version # 4 Version # 4 Version # 4

Document Name GMC1-12-FCO-03178-302_v4.indd Document Name GMC1-12-FCO-03178-302_v4.inddLinked Graphics Art Director Control Document Name GMC1-12-FCO-03178-302_v4.indd 12KTFLCHEV032.tif Linked GraphicsRGB

Retail Planning Flyer Control Art Jarret Petsch •Mechjpetsch@jeffbelzer.com Scale 100 8.75”952-469-7063 x 11.25” Bleed Chevy CopyDirector Writer TBD

RGB

12KTFLCHEV032.tif RGB HD CC with Dump_psd.psd Linked GraphicsRGB Control Art Director 11CHSL00054.jpg RGB Mech TBD Copy Print Scale Scale 100 12KTFLCHEV032.tif RGB None BusinessCentral_KO.ai ProjWriter Mgr csenn HD CC with Dump_psd.psd RGB 11CHSL00054.jpg RGB Scale Please 100 GM_business_choice.ai TBD Copy Writer Jeff Belzer Lakeville,Mech MN. call the Commercial Department at 952-469-4444.

Print Scale None BusinessCentral_KO.ai csenn Proj Stock None HD CC with Dump_psd.psd RGB Acct Mgr Svc kdenmark cube_0758.jpg RGB GM_business_choice.ai Print Scale Trim None 8.5” x 11” BusinessCentral_KO.ai csenn Proj Mgr Family_shot cube_exprss_slvrdo_a6.tif RGB All Rebates & incentives to dealer, must qualify for same, prices subject to change.

Stock None Live None 8.25” x 10.75” kdenmark Acct Mgr Svc afinnan cube_0758.jpg RGB Folded Size Prod GM_business_choice.ai RoundStep_3in_Chevy_Silverado.jpg RGB Family_shot cube_exprss_slvrdo_a6.tif RGB Stock Live None 8.25” x 10.75” kdenmark Acct Svc cube_0758.jpg RGB Tonneau_Chevy.jpg RGB Folded Size None afinnan Mgr TBD 1 RoundStep_3in_Chevy_Silverado.jpg RGB Finishing Buyer To qualify, vehicles must be None used in day-to-day operations of your business and notArtProd solely for transportation purposes.

Must provide Family_shot cube_exprss_slvrdo_a6.tif RGB Family_Option_a3.tif RGB Tonneau_Chevy.jpg RGB None Folded Size None afinnan ProdBuyer Mgr TBD RoundStep_3in_Chevy_Silverado.jpg RGB 4320G_cs.tif CMYK Finishing Art Family_Option_a3.tif RGB Colors Spec’d 4C TBD Copy Edit Visit gmbusinesschoice.com or your Chevrolet or GMC dealer for details.

Tonneau_Chevy.jpg RGB 4320Gss.tif CMYK 4320G_cs.tif CMYK Finishing None TBD Art Buyer Colors Spec’d Family_Option_a3.tif RGB 4C TBD 1PROCS.tif CMYK Copy Edit nminieri/pm Mac with Business Central Special Instr.

4320Gss.tif CMYK 4320G_cs.tif CMYK 1PROSS.tif CMYK Colors Spec’d 1PROCS.tif CMYK 4C Business Central TBD CopyMac Edit nminieri/pm Special Instr. with 4320Gss.tif CMYK BasePkg_ss.tif CMYK Publications None 1PROSS.tif CMYK 1PROCS.tif CMYK 12KTFLCHEV021.tif RGB Mac nminieri/pm with Business Central Special Instr. None BasePkg_ss.tif CMYK Publications

CONTENT CONTENT CONTENT

Job Description 8.75” Chevy Retail Planning Flyer 11.25” Bleed Trim 8.5” x x11” 8.75” x 11.25” Chevrolet, 50Bleed & Cedar, Box 965, Trim Live 8.5” 8.25”x x11” 10.75”

Publications None

Colors In-Use Cyan Colors In-Use

Last Modified 4-17-2012 3:37 PM 4-17-2012 3:37 PMDate Last Modified Printer Output 4-17-2012 3:37 PMDate Last Modified TITAN 4-20-2012 1:48 PM Printer Output

User ma-klane User

John Zadurski 952-469-6818 • User jzadurski@jeffbelzer.com 4-20-2012 1:48Date PM Colors In-Use Printer Output

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840 ppi 270 ppi 840 ppi 1089ppippi 270 840 ppi 1089 ppi 270 ppi 1089ppi, ppi461 ppi 464 1112 ppi461 ppi 464 ppi, 421 1112ppippi 464 ppi, 419 ppi ppi 461 ppi 421 1112ppi, ppi 844 419 ppi 1708 ppi 421 ppi 1006 ppi,1708 1004ppippi 844 ppi, 419 ppi 1418 ppi, 1004 1482 ppi ppi 1006 ppi, 844ppi, ppi,858 1708ppippi 860 1418 ppi, 1482 ppi 1006ppi, ppi,605 1004 ppi 606 860 ppi, 858 ppi ppi 1418ppi, ppi,820 1482 ppi 821 ppi 606 ppi, 605 ppi 860 ppi, 858 ppi 3169 ppi820 821 ppi, ppi 606 ppi, 2431 ppi 605 ppi 3169 ppi 821 ppi, 820 ppi 2431 ppi 3169 ppi 2431 ppi

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CMYK RGB RGB CMYK RGB RGB RGB

Magenta Cyan Yellow Magenta Cyan Black Yellow Magenta Black Yellow Black

proof of business.

ma-klane Mechd By: nminieri ma-klane Mechd By: nminieri

TITANRTVd By: None TITANRTVd By: None

Mechd By: nminieri

RTVd By: None CD/ACD

COPYWRITER

CD/ACD

COPYWRITER

CD/ACD

COPYWRITER

ACCT SERVICE

PROD

4-20-2012 1:48 PM

AD AD

©2019AD General Motors COPY EDIT

BY SIGNING YOUR INITIALS ABOVE, YOU ARE STATING THAT YOU HAVE READ AND APPRO ACCT SERVICE PROD COPY EDIT VED THIS WORK.

BY SIGNING YOUR INITIALS ABOVE, YOU ARE STATING THAT YOU HAVE READ AND APPRO ACCT SERVICE PROD COPY EDIT VED THIS WORK.

BY SIGNING YOUR INITIALS ABOVE, YOU ARE STATING THAT YOU HAVE READ AND APPRO VED THIS WORK.

4-20-2012 1:48 PM4-20-2012 1:48 PM 4-20-2012 1:48 PM

Job # GMC1-12-03178 Job # GMC1-12-03178 Job Description Chevy Retail Planning Flyer JobJob #Description GMC1-12-03178

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COMMERCIAL HEADQUARTERS Jeff Belzer Ram, 21111 Cedar Ave., Lakeville, MN Please Call the Commercial Dept, 952-469-4444 All Rebates & Incentives to Dealer, Must Qualify for Same, Prices Subject to Change Jarret Petsch 952-469-7063 jpetsch@jeffbelzer.com

John Zadurski 952-469-6818 jzadurski@jeffbelzer.com

PROJECT PROFILE

Thornh

BY BIOTA LANDSCAPES

20

20

Judges Choice Award Project Profile

hill Clayton Johnson Yardscapes, Inc.

june 20 MNLA.BIZ

27

PROJECT PROFILE

ach year the MNLA Landscape Awards program judges choose their top three projects as they review and evaluate all entries. These votes are tallied and the winning project is announced first at the Green Industry Awards Celebration held the Tuesday of Northern Green week. This project represents the jury’s favorite project, chosen from all entries that year. The winner of the 2020 Judges Choice Award is Thornhill by biota Landscapes.

Above: The newly renovated home and landscape as seen from the entry approach as arriving through the existing tall-grass prairie.

NEWS & NOTES

28

MNLA.BIZ june 20

Judge’s Comments • This project demonstrates a sensitivity to the landscape and takes an owner’s vision and pushes it a bit further. Well done! The plant selections, the hardscapes, and water features all strongly reflected the space, yet added modern and playful twists on an agrarian setting.

• The overall effect of the project created a beautifully functional space that enhances the farmyard character of the architecture, the outdoor living spaces, and the surrounding spaces.

• The circulation and series of outdoor rooms creates a beautifully utilitarian and seductive landscape. The project delightfully nestles into the site and context.

• Absolutely stunning in that the landscape makes a design statement but does so quietly and elegantly. Grand, but understated, and feels in harmony with the agrarian landscape.

• I love the use of the plantings on this project. The plants were expertly selected and planted in fun and creative ways.

They are ideal for the home, location, and situation.

• The hardscapes are thoughtfully and beautifully executed. The quality of craftsmanship is evident. The stonework is very indicative of what I would expect on this type of home, with some unique details. The walls are beautiful and oneof-a-kind. The scale of the pieces used in the paving and walls is great — love the big pieces.

• There are many elements in this project that look like they were difficult. The finished landscape, however, looks like it has been there for years and years, hiding all the challenges and hard work.

The overall quality of this installation is excellent. I like every aspect of what is shown in the pictures.

• Very organic style that expertly blends into the surrounding space, both looking out from the site as well as looking onto the property. Clearly integrates with the surroundings and uses many reclaimed items which help it blend even more.

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A before photo of the front entry. The area is mainly traditional turfgrass.

A plumber was sub-contracted to install heating elements under the main bluestone flagstone walkways as requested by the eldest client for ease of maintenance during winter months.

Project Description Goals & Objectives: The clients brought us in to create a master plan for their 66 acre property in Independence, MN. They wanted to link their home and landscape with the surrounding native environment, and planned to implement the design over the course of a few years. The project goals and objectives set forth with our clients were: • Design a landscape that reflects the natural surrounding environment • Work closely with the client over the series of a few years to phase the installation • Focus on the restoration of native prairie • Utilize plants to create pollinator food sources and habitat • Create multiple entertaining spaces that can evolve with the needs of social events • Work with materials that are regional, reclaimed, or hand crafted by local artisans Front Entrance: The client added a porch to the front of the farmhouse style home and wanted the front landscape to have a similar relaxed feel. We designed a rustic flagstone walk to lead guests to the front door. The entrance courtyard was defined by dry stacked, free standing fieldstone walls from stone on the property, and was intensely planted to create a naturalized meadow. Our design called for a mix of native as well as cultivated varieties of native plants

Natural stonework was a must for the setting. The client’s desire was to have everything rustic and organic to blend with the surrounding natural environment.

to achieve maximum color, texture, form, and blooms.

These meadow plants stay low in stature and maintain views of the home as you enter the property down the long driveway.

North Side: The north side of the house has heated flagstone walkways (a specific request of the eldest client) that lead to the detached garage, chicken coop, and lower patios. A custom coop was built to house the chickens, and the area around the coop was enclosed with a white oak split rail and mesh fence to protect them from the endemic wildlife. Gravel gardens were created around the chicken coop area to allow for planting while keeping weeds at a minimum. A dry stacked retaining wall using five varieties of boulders and stone was constructed to create a level area for the coop. Creeping evergreens, native grasses, and groundcovers were planted above and between these stones to soften the appearance of the wall, and create a contrast of textures.

Water Feature: Below the chicken coop is a custom rolled steel, multi-level water feature. The various levels of the water feature create small waterfalls that add the sound of moving water to the landscape. A long rill carries water into the main basin. Spaces were created within the water feature to house a variety of aquatic plants and a series of planters. These planters are filled with seasonal color and allow the client to enjoy different plantings schemes each

14

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june 20 MNLA.BIZ

29

PROJECT PROFILE

 BEFORE Brick walk to the front entrance, spruce trees, and foundation plantings to be removed. Ivy on the house will remain.

BEFORE  After the porch and shake roof were complete, the focus turned to revitalizing the front prairie plantings. This is a before shot.  DURING The goal of the front was to bring in a mostly native prairie.

One gallon containers were used to speed the growth process.

AFTER  An after shot showing the plantings becoming one with the natural wall.

 DURING The patio surface transitions to brick under the covered home addition near an outdoor hearth. Natural stone veneer was applied on the newly installed side porch. A custom forged railing (not seen in this photo) was also installed.

DURING  A during shot of the newly constructed chicken coop area.  AFTER An after shot of the chicken area once fencing was installed.

DURING  A custom designed and built steel water element. Utilizing the slope, we included spillovers, basins with stepping stones and a long rill influenced by historic agrarian water channels.

30

MNLA.BIZ june 20

 AFTER An after shot of the functioning water feature. Water plants were installed to blend with the surroundings and space created for the homeowner’s love of Cannas.

AFTER  Natural pathways lead to the different spaces throughout the property. Here you can see the large rustic indoor/outdoor fireplace chimney.  BEFORE A before photo of the rear of the residence.

DURING  To give the client more space, an addition was built on the rear. This also created a covered patio space underneath. A unique wood walkway created access on an uneven surface.

 AFTER A final view looking over the natural landscape.

AFTER  An after shot showing the site, scale, and prairie as one approaches the living spaces.

season. Flat topped boulder stepping stones were added through the widest part of the feature to allow people to exit the adjoining patio and meander to the shed or onto one of the many mowed trails throughout the property.

Entertaining Spaces: An addition was built off the back of the house to give the client more interior space, and the upper porch was outfitted with Phantom Screens for relief from buggy nights. This created a large, covered

patio space underneath, complete with a stone hearth and fireplace. The lower entertaining space utilizes reclaimed brick inset into the same bluestone flagstone used throughout the property. We also inlaid a rustic ‘dance floor’ into the brick patio ‘wood plank’ porcelain pavers. These materials create a more level surface for outdoor dining furniture and dancing/entertaining. Using a contrasting material also calls out the space as

a separate room for the other hardscaped areas.

When building the boulder walls surrounding this area, we intentionally include some large, flat topped stones that double as benches for additional seating. We reclaimed existing lighting fixtures and restored and brought gas lantern lighting to code throughout the property.

The project has successfully integrated itself into the surrounding acreage and blends seamlessly with the environment. june 20 MNLA.BIZ

31

MNLA IS ESSENTIAL

Government affairs is a strategic priority area for MNLA, and as such its charge is to advocate for its members and provide clarification of state laws and directives. This task became more vital than ever as the COVID-19 pandemic began to affect MNLA member businesses more acutely in the early weeks of March, 2020. On March 19, a COVID-19 web page was published on MNLA.biz to provide a source for updates and on March 23 a

A Timeline of MNLA’s Covid-19 Updates During Spring 2020

MNLA Urges Policymakers to Consider Garden Centers as “Essential Businesses” MARCH 18

MNLA distributes a link that utilizes MNLA’s advocacy software which allows individuals to easily send a message to their elected officials. This link will be used almost 1,000 times over the next few weeks, delivering a strong message to legislators!

MNLA Submits Request for Garden Center Retail to be Deemed Critical

MARCH 26

MNLA furnished a written appeal to the Governor requesting that he deem garden centers as “essential services,” enabling them to operate, provided they conform to CDC and local health department requirements and non-contact procedures.

MNLA Sends Letter Requesting That Green Industry Businesses Be Noted as Essential

Update From Governor Walz on Business Closures

MARCH 19

MARCH 21

Walz clarifies his order to close restaurants, bars, and other places of public accommodation and amusement to extend to salons, barbershops, and other similar establishments.

MNLA sent a letter on behalf of all green industry businesses in Minnesota to Governor Walz, Lieutenant Governor Flanagan and Commissioner Petersen requesting that they “...consider our products and services essential and exempt from Shelter In Place orders should such action be directed.”

MNLA Receives Guidance from Governor Regarding Retail Garden Center Sales MARCH 27

The Governor’s response to MNLA’s appeal includes guidance enabling sales of perishable plant materials via delivery (including curbside delivery).

MNLA COVID-19 Conversation Facebook Group Begins

MARCH 23

While initially started just for members, this group quickly pivoted to being open to the entire green industry community and a vital source for companies looking for answers. It grew to include 471 members, 112 posts, 1,057 comments, and 2,170 reactions.

Sudden Change to Critical Business Classifications: Lawncare and Landscaping Workers Are Not Exempted; MNLA Sends New Letter of Appeal to Governor

MARCH 28

President Tim Malooly sent an email to inform members of what transpired late on March 27. “Overnight, unbeknownst to MNLA, the Governor’s office published an updated interpretation of the “Critical Worker” definitions.” The clarification was that, “Lawncare and landscaping workers are not exempted.” MNLA crafted and sent a new written appeal to the Governor in response to his surprise decision to omit most of the Green Industry from exemption of his Stay-at-Home Order. Malooly’s email included a call for calm, reasoned and deliberate actions as events unfold.

President Malooly Sends Letter to Members Explaining Why MNLA Advocacy Includes “Quiet Diplomacy”... and Calm

APRIL 1

President Malooly sent frequent email updates over the critical three weeks, providing timely leadership during an uncertain period in Minnesota’s Green Industry.

Malooly’s letter explains a key principle of MNLA’s government affairs program: Some of you may recall a cold-war negotiating term known as Quiet Diplomacy.

In short, this is a method of communicating positions and negotiating among parties that is not public, yet is often necessary and serves a beneficial purpose for all involved. MNLA has earned respect over the years due in part to its calm, reasoned, and ofttimes quiet approach to public affairs. Your family, neighbors, employees, co-workers, and officials are watching how we as an industry react and behave. Please don’t undo the advocacy efforts being undertaken on your behalf.

On April 2, MNLA publishes the “Operating Safely During COVID-19” web page with examples from members and free training on safe business practice.

COVID-19 Facebook group was launched as well. These resources served not just MNLA members, but the entire Minnesota Green Industry as well. Even as MNLA was actively making the case to government officials that our industry performed essential services, MNLA was also demonstrating to the entire green industry community the value of an active, seasoned trade association. David Lewis of Sargent’s Nursery, Inc. in Red Wing said:

Wisconsin Governor Announces ‘Safe-at-Home’ Order, Essential Businesses Defined MARCH 24

Wisconsin Gov. Evers outlined which businesses would be considered “essential.” The language could be interpreted to include greenhouses and landscape services, yet further clarifications would be needed.

Minnesota had yet to issue a similar lockdown order when the Wisconsin order was released.

Clarification Issued on “Landscaping”

by Governor’s Office in Response to MNLA Letter MARCH 29

The Governor’s office sent this further explantion of “landscaping”: “Landscaping is not generally exempt, unless it is done in service to a critical industry or an emergency need. An example of a critical industry is construction.”

“I just wanted to say how important it is to have a great organization in our corner. MNLA did a great job of lobbying for and informing all garden centers during the initial phases of Covid shutdown. We all tried to do our part, but I know that a strong and healthy organization like MNLA is essential to the wellbeing of all of our industry businesses. Thanks for all you do and are doing on our behalf, and never have I appreciated our membership in MNLA more than I do now. Thank you!”

MNLA Sends Letter to Minnesota Gov. Walz on Behalf of ‘Essential’ Green Industry MARCH 25

As Minnesota’s elected leadership considers a “shelter-in-place” order, MNLA sent this follow up to MNLA’s letter on March 21, providing more details on several of the sectors of the Minnesota Green Industry and the essential services they provide.

Executive Order 20-20 Indicates Most Green Industry Business May Choose to Continue to Operate During Stay-At-Home Order

MARCH 25

On March 25, MNLA released analysis of Executive Order 20-20, which in MNLA’s view, indicated that nursery growers, greenhouse growers, landscape services, landscape construction, and tree care were listed as “essential” businesses; while garden centers were “non-essential.” Wholesale sales for construction or maintenance were also exempt and constituted “essential services” under the Governor’s stay-at-home order. This interpretation of Executive Order 20-20 would be upended by the Governor’s clarification issued late on March 27.

MNLA Provides Link to DEED Appeals Form So Members Can Take Direct Action

MNLA Launches Critical Business List  Status Web Page

MARCH 29

MARCH 31

The Governor’s office first issued the Minnesota Critical Sector List on March 25, an update on March 29, and a further update on April 8. To simplify the situation and streamline information for our members, this page shows the Critical Business List status for the green industry only.

MNLA Staff Speaks Directly With Gov. Walz During Stakeholder Meeting With MDA, Gives Details on Green Industry

APRIL 3

The topics of discussion included that the Green Industry: • Primarily works outdoors and can operate safely by implementing appropriate social distancing as recommended by the CDC and MDH. • Consists of perishable products and are an important component of the horticultural supply chain.

• Employs 42,000 workers in Minnesota, who if allowed to work in a safe manner, can reduce the impact on the current stress of the unemployment system.

• Provides essential agriculture, gardening, and home food production products and services to people throughout the state.

While MNLA continued to advocate on members behalf, we also provided a link for members to take action for themselves by appealing to the Department of Employment and Economic Development directly.

Green Industry Can Return to Work: Gov. Walz Includes All Segments in New Order APRIL 8

Today Governor Walz announces an extension to his “stay-at-home” directive. In this new order, Walz allows in his updated worker definitions for Green Industry professionals to return to work, including landscapers, lawn care, garden centers, and other green industry businesses.

The main COVID-19 page on MNLA.biz was published on March 19. As the updates and resources grew, we created several subpages to better organize the information for members. During the spring, these pages had over 30,000 pageviews, including: • 24,900 pageviews on the COVID-19 Updates & Resources page • 2,400 pageviews on the Critical Business List Status page • 2,300 pageviews on the Operating Safely During COVID-19 page

GOVERNMENT AFFAIRS

A Well-Represented Industry Forrest Cyr

MNLA's government affairs team played a pivotal role in the story of Minnesota's Green Industry exemption.

iStock.com/EtiAmmos

MNLA Government Affairs Director

MNLA is honored to represent Minnesota’s Green Industry to the legislature, agencies, and the Governor’s office.

During the normal course of the year, MNLA staff and volunteer leadership work with the legislature on issues impacting the industry, supporting legislation that helps our members succeed, while opposing and providing input on legislation that might have unintended consequences.

2020 went in a vastly different direction due to the COVID-19 outbreak. Large segments of Minnesota’s Green Industry were in line to be listed as “non-essential” and thus not exempt from Governor Walz’s ‘stay-at-home’ order. However, the ongoing legislative efforts over the years helped pave the way for effective advocacy in this critical time.

The many years of building the scope and effectiveness of MNLA’s government affairs program would not have been possible without the support of many dues-paying members, long-time advertisers and exhibitors, and annual attendees at Northern Green and other MNLA-organized events. This support for your association positions 34

MNLA.BIZ june 20

MNLA as a resource to state elected leadership and as a powerful voice for members statewide. MNLA leveraged existing relationships with state agency leadership, members of the Minnesota Legislature, staff at the Governor’s office, and other stakeholder groups to accomplish the goal of getting members and their employees back to work.

While MNLA continues to monitor the legislature and engage in advocacy, the impacts of the COVID-19 outbreak and Governor Walz’s ‘stay-at-home’ order on Green Industry required a focused approach. On March 25, 2020, Governor Tim Walz announced Emergency Executive Order 20-20, requiring Minnesotans to shelter in place. This ‘stay-at-home’ order sought to give public health officials enough time to prepare for the inevitable wave of COVID-19 patients by “flattening the curve” and to protect Minnesotans from the spread of the virus. This original order required many businesses to close, including many Green Industry businesses. This ‘stay-at-home’ order was especially hard for many in the Green Industry, with the Spring and Summer months being vitally

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ADVOCACY IS TRULY A TEAM EFFORT.

important for the success of many member businesses.

Minnesota’s stay-at-home order came after Wisconsin Governor Tony Evers announced a similar order, which similarly required many businesses to close, including Green Industry businesses in the state. However, there was much confusion on which businesses were deemed ‘essential.’ As expected, following the announcement of Minnesota’s stay-at-home order on March 25, a similar lack of clarity existed. MNLA parsed through the order, providing initial guidance to members, while seeking clarification from the Governor’s office.

To ensure compliance with state law, the Minnesota Nursery & Landscape Association (MNLA) worked with the Governor’s office to get clarification on the executive order, as well as to advocate strongly on behalf of members to obtain an exemption for Green Industry businesses. This effort was successful thanks to the sustained advocacy of MNLA members, lobbyists, volunteer leadership, and other stakeholders.

On April 8, 2020, Governor Tim Walz announced Executive Order 20-33, which extended the stay-at-home order for Minnesota. This order exempted the Green Industry, explicitly including landscapers, lawn care specialists, arborists, retail garden centers, and other businesses originally not exempted.

This success would not have occurred without the myriad voices of MNLA’s membership encouraging the Governor to allow the Green Industry to operate safely and responsibly.

Additionally, MNLA worked closely with leadership at the Minnesota Department of Agriculture (MDA) to contact the Gover-

nor directly and convey the urgency of the situation for many green industry businesses.

On an MDA stakeholder call just days before the exemption was granted on April 8, MNLA Director of Government Affairs Forrest Cyr directly petitioned the Governor to exempt the Green Industry from the stay-at-home order. This ask, along with the thousands of messages sent to elected leadership statewide, helped secure the exemption.

Throughout the whole advocacy effort, MNLA urged members to take action through MNLA’s website. By taking action through MNLA’s advocacy system, members sent letters to the Governor’s office and their State Representative and State Senator. In total, almost 1,800 messages were sent. This was hugely impactful, and these messages did not fall on deaf ears. Hearing from their constituents, members of the Minnesota legislature contacted MNLA staff asking how to help and lent their voices to encourage the Governor to allow landscaping companies to resume work, as well as to allow retail garden centers to open.

Advocacy is truly a team effort. The hard work from MNLA members, volunteer leadership, staff, the greater Minnesota green industry community, and friends of the industry made all the difference. Following the exemption being announced on April 8, 2020, MNLA continues to work to ensure that the Green Industry is successful in these trying times.

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GOVERNMENT AFFAIRS

Testimonials from Spring 2020 MNLA’S IMPORTANCE TO MINNESOTA’S GREEN INDUSTRY WAS NEVER CLEARER THAN IN THE SPRING OF 2020. WHILE THE ENTIRE GREEN INDUSTRY WAS FIGHTING TO SHOW WE COULD PERFORM OUR WORK SAFELY DURING THE PANDEMIC, MNLA DEMONSTRATED TO GOVERNMENT OFFICIALS AND THE MEDIA THAT OUR INDUSTRY WAS ALSO CAPABLE OF STEADY PARTNERSHIP, POISE, AND PROFESSIONALISM IN A CRISIS. GREEN INDUSTRY COMPANIES WERE WATCHING, AND SENT MANY NOTES OF THANKS DURING THIS TIME TO MNLA PRESIDENT TIM MALOOLY, MNLA STAFF, AND OTHER LEADER-VOLUNTEERS. WE ARE THANKFUL TO WORK ON BEHALF OF OUR GREAT INDUSTRY!







Our entire organization would like to

Many sincere thanks to the Governor

Thank you all for your hard work and

thank Mr. Malooly and everyone at MNLA

for hearing us and responding to our

dedication to the green industry. We

for their amazing efforts throughout this

requests to continue serving our clients,

were all pleased with the news today,

process. We are extremely grateful for all

communities, and our employees SAFELY

and I know you were all at the center of

of your hard work which has allowed us

during these extraordinary times. Also,

it! Thank you!

to get back to work!

a big thank you to MNLA for the diligent,

With Great Appreciation!

Steve Sartorius, Weed Man Lawn Care

thoughtful, and professional advocacy

Susan Bachman West, Bachman’s Inc.

on our behalf.



Christopher Muehleck, SavATree



TO All at MNLA — we can’t express enough thanks to all of you who have tirelessly

 I just wanted to say Thank You to you and all of the staff for your hard work

advocated for the green industry

We wish to be included in the thank you

these past few weeks! I’m sure that

businesses and for providing resources

to our Governor and legislative folks

you all made sacrifices, which took you

for business owners and members, as we

who’ve enabled up to get back to work.

away from your families, to ensure that

navigate through the COVID pandemic at

And we also want to thank you all for

the members of our industry can be

such a critical time in our season! THANK

your diligent work on our behalf.

out working soon. Thanks to you all!

YOU!!! Your information has been timely,

Kathie Stenson

Wishing for brighter skies and warm less

pertinent, and essential.

Minnesota Green Landscaping, Inc.

stressful days.

Angela Bell

John Stadelman

Sequoia Landscape Company LLC







Dear MNLA staff, Thank you so very much for your guidance during this COVID 19

Minnesota Nursery & Landscape

Thanks! Looks like membership should

pandemic. We appreciate the legislative

Association I can’t thank you all enough

increase this year…..tell all of your

advocating you’ve done for our business

for all you have done, going to bat for

people great work!

and the entire Green Industry. We’re

all of us. It means so much to me. I

Gary Pahl

grateful to be allowed to proceed with

would have been out of business if I

our projects in a safe manner. The MNLA

could not have started to sell my plants

has truly been a godsend during this time.

this coming week — our season is way

Anne Matzek, Sargent’s Nursery, Inc.

too short in Minnesota. I have had my

 I can’t thank you guys enough for your tireless efforts with this. It’s very much appreciated.

Chris Clifton, Southview Design

small garden center in St. Peter, MN for 46 years and it means the world to me.

Again, thank you all — I know it took a lot of work and a lot of your time!

Karen Wendroth

june 20 MNLA.BIZ

39

GOVERNMENT AFFAIRS

iStock.com/EtiAmmos

MEMBERSHIP

 MNLA, first off, a big thank you for your efforts and approach to influencing the Governors decision to allow us lawn and landscapers to

TIME TO RENEW!

Great incentive for online renewal! The first part of June you should receive an email about renewing your 2020–2021 MNLA membership.

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Contact the MNLA office if you need assistance with the renewal

Did you know?

process or information on any of our products and services at

You can delay

651.633.4987 or mnla@mnla.biz. Your continued support and

your dues

involvement as a member of MNLA is greatly appreciated! Providing

payment until

you with education, legislative support, networking, and other

8/15/2020.

member services is why MNLA exists.

get back to work. As is with most cases the way a problem is approached can greatly influence the outcome. As I was following the Facebook page that was set up for the Covid19 group on the MNLA site it was apparent that many people were feeling the stress of the situation and taking out their feelings on the MNLA and their representatives. However, if one remained levelheaded and looked at the situation in a non-emotional perspective they could see that the approach taken by the MNLA was working, along with the personal emails and calls to state representatives, to get the green industry noticed in Minnesota. I for one will be suggesting to my fellow lawn and landscaping colleagues to join the MNLA and stand together as a stronger industry. Thank you for your

Your One Tractor Solution

continued effort to help our industry! Exactly why we need to stand behind the MNLA! Tony Yost Twin City Lawn Maintenance

 Thank you to all at MNLA who spoke with Gov

30o

58% Grade

Walz to exempt the Green Industry so we can go back to work.

Lois Lenz, Lenz Lawn Care, Inc.



One Tractor, Over 30 Commercial Grade Attachments:

Dear MNLA, thank you so much for your efforts on getting the Green Industry back to work.

Sincerely, Andrew Solstad, Andy’s Lawn Care

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MNLA.BIZ june 20

 THANK YOU ALL for all you have done to help the cause of our industry!!!

Dee Ann Larson, LandscapeGal

 Testimonials from Spring 2020







Many thanks to everyone who spoke with our

Thank you to the MNLA for your hard work for our

Tim, Great job and many a thanks for your hard

legislators and Governor Walz on behalf of the

industry! We will do our part to keep everyone

work and dedication to our green industry and

Green Industry! Thank you also for keeping us

safe.

the MNLA over the 30 plus years. We all are

informed on a regular basis as to what our work

Myra Olson, Happy Land Tree Farms

grateful of your service. To the MNLA staff: Cassie

status was. It’s nice to know that we have such

Larson, Jon Horsman, Sue Flynn and the whole

great support through the MNLA during times



like this.

Bill Osmundson, Lifestyle Creations, Inc.



We appreciate all your team’s hard work and support as we work through these difficult times together.

team. You all are an amazing hard-working group of professionals supporting our green industry with the help of our MNLA members. Thanks so much and proud of you all!!!

Duggan Kelly, Kelly Green Irrigation

Seth Midura & Team



Hi MNLA, We are out of Alexandria, Minnesota and are looking forward to a busy and exciting



spring season. I truly appreciate all that you guys are doing for us in the green industry in Minnesota and I encourage you to keep up the great work going forward.

Thank you!

Tanner Goeke, Tanner’s Mowing and More LLC

MNLA Team, Thank you for all the hard work on your end to make this possible!! Wonderful to hear that our industry can keep moving on.

Thanks again,

in our industry.

Nick Wolcyn, Wolcyn Tree Farms & Nursery



calm, patient, and compassionate approach to dealing with the State during all of this. You’re the right man for the job with a great staff!

Michael Hornung, Valley Green Companies

Mark Peterson, Belgard

 Great work. Thanks for making this happen for all

Tim — thanks to you and MNLA staff for your

 Hello Tim and MNLA Staff— Just wanted to say thank you very much for all your efforts on behalf of the MNLA and its members. We agree that “quiet diplomacy” is the correct way to go

 Outstanding efforts by the MNLA led by Tim! Gov Walz did the right thing but it took some major lobbying and action on the part of the Association.

Glad the industry is back to work!

Jay Guthy, The Toro Company

about things, and it represents our industry well.



We also appreciate the frequent communication Thank you MNLA for all of your hard work and for

we’ve gotten…it really helps.

keeping us informed!

Becky Benson, Winona Nursery

Sue and Mark Hammar, Midwest Garden Company

Thank You to the staff and leadership of the MNLA. Nice job!





Hey Tim, Cassie, and Jon, I just wanted to reach

Bobby Jensen, Barrett Landscaping



THANK YOU! To everyone who worked so hard to

out quick and say thanks for all of your efforts

rally for small garden and landscape business!

during this challenging time for our industry. I

THANK YOU to the MNLA Staff, Board, and

We are SOOOO thankful!

know there are other individuals at MNLA such as

Committees for your tireless work and sleepless

Anita Volkenant

Forrest who are also hard at work, but I wanted

nights to make this happen. More work to be

to drop you three a quick note because I have

done, but this is a HUGE win for our industry.

personally interacted with you all in the past.

Ryan McEnaney, Bailey Nursery

 Thanks to all MNLA staff and committee members who helped make this happen.

Please send everyone at MNLA a thank you from Wilson’s.

Andy Wilson, Wilson’s Nursery, Inc.

Jeff Farber, Greenwood Nursery

june 20 MNLA.BIZ

41

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FOUNDATION

2019–2020 High School Scholarship Winners EMILY JOPP

QUINN MATHISON

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School: Howard Lake High School, Minnesota

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High School Graduation: 2020

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The Foundation’s scholarship

you with the satisfaction of

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sponsor a student scholarship!

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MNLA will send a press release

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industry, but there are additional

company’s local paper, and the

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nursery and landscape employers

charitable tax deduction benefits

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MNLA NEWS

FE

TIFIE

AL

N

In January 2020, the Minnesota Nursery & Landscape Association instituted a Certified Professional Fellow designation for MNLA Certified Professionals who are in good standing (e.g., not lapsed or expired) and who have maintained their status as an MNLA Certified Professional for at least 20 consecutive years.

ER

D

Donna Atallian, Lynde Greenhouse & Nursery, Inc. (MNLA CP since 1998) Kimberly Gaida-Wagener, Rock Hard Landscape Supply (MNLA CP since 1999) Cheryle Wilke, Flying W Gardens LLP (MNLA CP since 1995) Paulette Wozniak, Environmental Care Nursery & Landscaping (MNLA CP since 1982)

O PR

• • • •

C

Congratulations to newly designated MNLA Certified Professional Fellows!

SSIO

F E L L O W

Certified Professional Fellows are longstanding nursery and landscape professionals and are recognized as industry leaders. Their commitment to uphold, improve and promote standards of professional excellence, and consistent participation in professional development activities and service to the green industry is being recognized with this Fellow designation.

When the Fellow designation is achieved, it will have no expiration date and there will be no recertification fees required. The Fellow status will be listed on the Certified Professional’s record in the online directory. Certified Professional Fellows will no longer be required to submit recertification credits to MNLA. However, they are encouraged to continue on-going professional improvement through education and service, and act as ambassadors of MNLA and the nursery and landscape profession.

Certified Professionals interested in the Fellow status can complete an application themselves or be nominated by a colleague. Applications will be reviewed and approved by the MNLA Certification Task Team. Once approved, the Fellow will be notified by email and sent a congratulatory letter and certificate.

CertProFellow-June2020.indd 1

MNLA/MTGF

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• Licensed pesticide applicators who attend a workshop in their needed category fulfill their recertification requirement.

• If you are not sure you need to recertify, check the “recertify by date” on your applicator’s ID card or review your license Information on the MDA website: www.mda.state.mn.us

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