NGMA Insights – Spring 2023

Insights Insights

An AnnuAl Meeting to RemeMber!

The NGMA 2023 Annual Meeting was held April 16-18 in San Diego. The event brought together greenhouse industry professionals nationwide to discuss the latest trends and practices in their respective fields.

The Meeting opened with the annual golf event and a Welcome Reception on Sunday. Monday morning featured two informational presentations. Dr. Nadia Sabeh (President and Founder of Dr. Greenhouse) spoke about California’s New Greenhouse Energy Code, and Wil Lammers (Managing Director Americas, Ridder) discussed emerging industry trends and technologies.

One highlight of the meeting was a panel discussion on the industry’s future, which featured several of NGMA’s long-time members. GrowerTalks Editor Chris Beytes moderated it. The panel discussed the most prevalent topics affecting our industry today, including labor, freight and the economy. Breakout sessions followed the panel.

Attendees also had the opportunity to socialize and have fun at several networking events, including beach games and a banquet dinner. These events provided a setting for attendees to connect and build relationships with others in their industry.

Overall, the NGMA Annual Meeting was a huge success, providing attendees with valuable educational content, networking opportunities, and a chance to have some fun.

for members of the National Greenhouse Manufacturers Association

ngMA 2023 AnnuAl Meeting TestimoniAls

“We just became a member of NGMA this year and attended our first annual meeting in San Diego, California. It was great meeting everyone from the greenhouse manufacturers and the other component manufacturers, giving us a better understanding of this market and their specific needs. Also learning about the future of greenhouses with new codes, technology changes and rebates. Looking forward to an exciting year and the next NGMA annual meeting in 2024.”

–Christina Garcia, Phoenix Manufacturing, Inc.

“If you’re looking to establish personal connections with companies that serve the horticulture industry and its people, then there’s no better association to join than NGMA.”

–Henry Vangameren, Priva

“NGMA annual meetings continue to be a welcoming environment to meet and exchange ideas with the leaders in greenhouse design, manufacturing and upfitting.”

–Tim Lauer, Albert J. Lauer, Inc.

“It was great seeing new faces and experiencing their energy and excitement for the industry.”

–Matthew Stuppy, Stuppy, Inc.

“Excellent gathering of colleagues and peers to discuss freely and openly with mutual respect for each other and our individual areas of expertise.”

–Randy Nester, Anderson Injectors

Thank You to our 2023 Annual Meeting Sponsors

Contact Us:

National Greenhouse Manufacturers Association 2207 Forest Hills Drive Harrisburg, PA 17112

Phone: 717-238-4530

Fax: 717-238-9985

Website: www.NGMA.com

Office Hours: Monday through Friday, 8:30 a.m. – 5 p.m. Eastern Time

Staff Contacts:

Executive Director: Lisa Ruggiers info@ngma.com

Communications Director: Michelle Keyser communications@ngma.com

NGMA’s staff wants you to get the most out of your experience with NGMA. We are available to serve you, so please do not hesitate to contact staff with any question or concern that you may have. For a full staff listing, please click here

Board of Directors

Officers President

Tim Lauer

Albert J. Lauer, Inc. (651) 423-1651 tim@ajlauer.com

President-Elect

Leigh Dodd

The Greenhouse Company of South Carolina, LLC (803) 798 - 4000 leigh@thegreenhousecompany.net

Directors

Matt Bonavita Ludvig Svensson, Inc. (704) 357- 0457 matt.bonavita@ludvigsvensson.com

Kim Brown Ball Publishing (630) 588-3433 KBrown@ballpublishing.com

Patricia Dean Wadsworth Control Systems (303) 424-4461 patricia.dean@wadsworthcontrols.com

Secretary/Treasurer

Bobby Harris Acme Engineering & Manufacturing (918) 684-0509 bharris@acmefan.com

Immediate Past President Mark Davis Atlas Manufacturing (229) 532-2905 mark@atlasgreenhouse.com

Neil Devaney Stuppy Greenhouse Manufacturing (803) 760 - 8847 ndevaney@stuppy.com

Adam Pound Agra Tech, Inc. (925) 432-3399 adam.pound@agratech.com

www.facebook.com/ NationalGreenhouseManufacturersAssoc

NGMA’s Mission Statement

www.youtube.com/channel/UCSUrP1A_ qqgyJmWHkvuCRbA/videos

Insights is published electronically four times per year.

To represent and advance the interests of the greenhouse industry through education, networking and communication.

Message from the President

What a pleasure it was seeing everyone at the NGMA Annual Meeting in San Diego! Our gathering was an extraordinary display of industry unity, commitment and enthusiasm.

We welcomed four new members and continued to expand the attendance. We reflected on our accomplishments over the past year while looking forward to the future.

Our speakers highlighted industry trends, opportunities and challenges we face together. In addition, we celebrated the achievements of our members in their work, recognizing the dedication and passion that drives our collective success.

While the San Diego weather was less than spectacular this year, the participation was not!

Our Annual Meeting provided a forum for networking and collaboration, where members could connect, share ideas and build relationships with other industry professionals. This interconnectivity is vital to our success in ensuring that we stay ahead of the curve and promote the ongoing advancement of our industry.

We also had some fun and the ability to network! We shared meals, had free time on the golf course, strolled the beach and enjoyed San Diego.

Finally, I would like to thank everyone who participated, from our sponsors and presenters to our members and staff. You are the backbone of this organization, and your contributions are invaluable to our continued growth and success in the coming years.

Board Member Spotlight

Adam Pound, NGMA New Board Member

Adam is the third generation of Agra Tech ownership, with successful commercial projects throughout the U.S. and Western Hemisphere. Agra Tech specializes in transitioning small to medium/large-sized facilities, emphasizing environmental controls, labor efficiencies and energy management.

Adam is highly involved in greenhouse project design and implementation, focusing on at-scale production and research and development of greenhouse systems. His primary focus is meeting the customer’s objective and budget while providing a structure and system with the most efficient use of labor.

We recently talked with Adam about his career.

Tim Lauer

Q: Tell us about your background.

A: I’ve been a part of Agri Tech for 15 years. It is a family-owned business. When I was 12, I worked in the summer. Sweeping floors, bagging bolts, assembling catalogs... Then I went to college and studied Digital Media and Communications. After college, I moved to a ski town for a few years and decided to return and work for the family business. That was 15 years ago.

I came in as a greenhouse technician and then quickly moved into sales. I managed accounts of some of the largest agricultural seed companies in the world. I’ve dealt with most crops out there! I have been Director of Sales for about four years, but that role will soon change. My father, who started Agri Tech, recently retired. So, I have been acting as CEO and President for the past year.

Q: Why did you go into this industry?

A: First, I’ve always loved fabrication design construction and saw this as an opportunity to continue that passion. I have also always enjoyed process and efficiency improvements. Then there is the growing uncertainty caused by weather patterns and droughts. I saw a real opportunity to improve these things to the extent I could. Finally, greenhouses are a great solution to water scarcity issues. In California, we’ve seen a couple of years of drought, and suddenly, we just got hammered with rain this year.

Q: What has been a key to your success over the years?

A: Coming into a business that has completed its 50th year has laid a tremendous foundation. The company’s prior success has allowed me to continue and evolve the business. Now, my job is to improve the foundation and continue the legacy. In addition, we are looking to innovate and expand our greenhouses.

The company had a 35-year history before I even stepped foot into the door. I love to call my father and say, “you’ve dealt with this in the past; here’s what I’m working on. What do you think?” So, it is great to have that foundation to lean on.

Q: What is a project you’ve done that you are incredibly proud of?

A: Agra Tech recently completed a 6-acre high-tech facility for producing leafy greens. What makes the project special is that robots perform the labor. There are of course human growers involved in monitoring the facility and plant health; however, the robots do all the heavy lifting 24 hours a day. Labor and energy are hot topics in today’s world and the industry and segments we see continuing to gain traction.

Q: Have you faced industry-related challenges recently, and what have you done to overcome them?

A: The last three years has had its challenges. We’ve been able to jump from niche industry to niche industry. Our flexibility and manufacturing processes have allowed us to tailor things to specialty industries that we come across. Everyone needs something a little different than the previous. With the foundation that we have at Agri Tech—including 50 years of experience—we could tool up and make changes to our systems and adjust.

Q: What do you find is the biggest benefit of being a member of NGMA, and what do you hope to contribute as a member of the NGMA Board of Directors?

A: I am someone who could help continue to innovate the industry and align members. We have a shared goal, and I intend to propel the association forward with the industry in mind to continue and grow the membership.

Industry News

Editor’s note: Industry News articles are authored by someone outside of our membership but share observed trends and opinions that we feel everyone should have an opportunity to review and understand. NGMA does not endorse the views set forth in these articles.

Six Greenhouse HVAC Trends to Watch in 2023

Higher energy costs and increased regulations are changing the industry. Dr. Nadia Sabeh, a speaker at the recent Annual Meeting and Principal at Dr. Greenhouse, breaks down six Greenhouse HVAC trends to look out for in 2023 HERE.

Pushing the Edge

Chieri Kubota’s research fuels the thriving indoor farming industry. She aims to make production more efficient, profitable, and environmentally friendly. Check out THIS Produce Grower article recently reprinted from Ohio State University.

Looking to Upgrade Your Greenhouse Coverings? Consider These Four Factors

From materials and light transmission to insulation and shading needs, running a profitable and efficient operation starts with the right choice of building envelope. Brian Sparks, Senior Editor of Greenhouse Grower and editor of Greenhouse Grower Technology, highlights four factors to consider when upgrading greenhouse coverings in THIS ARTICLE

Lighting: The Design Phase

In part one of a six-part series, Tim Shelford and A.J. Both dive deeply into six vital factors when designing sole-source or traditional greenhouse lighting. Read their insights HERE.

California’s New Energy Code Regulates Controlled Environment Horticulture

HERE, Dr. Greenhouse breaks down California’s new energy code (2022 Title 24, Part 6) that includes requirements to reduce the energy use of controlled environment horticulture (CEH) operations.

Seven Lessons Learned Over Seven Years in the CEA Industry

To ensure the success of your facility, it’s essential to consider various factors. Patrick Hidder, a Principal at ARCO/Murray National Construction Company and a Resource Innovation Institute member, highlights critical lessons from his seven years in the CEA Industry. Read his insights HERE.

What’s up with California’s Greenhouse Energy Requirements?

Nadia “Dr Greenhouse Sabeh” TALKS WITH GrowerTalks editor Chris Beytes about the new greenhouse energy requirements California has enacted in 2023—including her opinion about whether or not other states will adopt them.

Photo: Nadia Sabeh/Red Sea Farms

Outgoing Board Members

We have had some recent changes to the NGMA Board. In the last couple of months, we reluctantly accepted the resignations of two very active and committed members, Chris Beytes and Dave Bishop.

Chris Beytes, Ball Publishing

Chris’s tenure as a Board member of NGMA spans an impressive decade marked by invaluable contributions that have firmly bettered the association. Through his good judgement, strategic industry insight, and genuine authenticity, Chris has always looked out for the best interests of our organization. His efforts as a brand champion for NGMA have been significant! He has been the long-time chair of our Communications Committee where he solicited help from his colleagues in the green industry media to promote NGMA and its efforts in Codes & Standards.

He led the production of compelling house ads that effectively showcased our members as trusted thought leaders while educating growers and the public about our industry. Just last year he developed a video featuring member testimonials highlighting the benefits of NGMA. Chris’ leadership has been pivotal in our success, and we are incredibly grateful for his tireless efforts.

Dave Bishop, Trinity Greenhouse Structures, LLC

NGMA President Tim Lauer announced the recent resignation of Board Member Dave Bishop of Trinity Greenhouse Structures, LLC. “We are extremely grateful for Dave Bishop’s unwavering dedication as a Board member,” said Lauer, who noted that his experience in the greenhouse manufacturing industry, combined with his tenure as the Chair of the Conference Committee, have been invaluable to our organization. “Dave’s tireless efforts in helping to organize NGMA’s annual meetings has been instrumental in advancing our group’s knowledge, understanding and connection,” he said.

Dave’s commitment to moving NGMA forward as a big picture thinker and leader who is always willing to roll up his sleeves to get things done has and always will be appreciated. We are truly fortunate to have such a committed and capable member in our NGMA community and we certainly appreciate the time he spent as a Board member and volunteer.

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Board Member

Spotlight

NGMA Welcomes Kim Brown to the Board!

NGMA welcomes Kim Brown, Ball Publishing, to the 2023-2024 Board of Directors. Kim is a graduate of Iowa State University and previously did planning and buying for national media at DDB Needham Worldwide and J. Walter Thompson. As an Account Manager, her background includes sales for HGTV Network, The Family Channel and A. C. Nielsen for business-to-consumer advertising. She entered business-to-business advertising in the horticulture industry at Ball Publishing in 2010. She has worked with clients across all facets of the industry, from small start-up companies to large corporations.

Kim believes in creating advertising plans that meet an advertiser’s specific needs and will assist in growing their business long-term. She has been a member of NGMA since joining Ball Publishing, attending the Annual Meetings and serving on the Communications Committee in recent years. Kim is from the Midwest and worked and raised two children in the Chicagoland area before recently relocating to Colorado, where she continues to work remotely for Ball Publishing.

We recently sat down with Kim to discuss her new role on the Board.

Q: Tell us about your background.

A: I started in business-to-consumer advertising, negotiating network television advertising schedules for clients, then shifted to the sales side. Ironically, Ball Horticultural Company was planning their first national television ad campaign for Wave Petunias with HGTV, and I was the Account Manager that helped execute their plan. Ten years later, I submitted my resume to the Ball Publishing group and got into the beautiful world of horticulture. Apparently a green thumb isn’t required.

Q: What do you do in your current position?

A: Technically, I’m part of the sales team at Ball Publishing. But I tend to use more of my agency background skills to assist clients in building their brands and growing sales with our products.

Q: Why did you go into this industry?

A: Honestly, I fell into the industry when my background aligned with the advertising sales position at Ball Publishing, but I’ve always enjoyed working with people and helping them solve problems, so it’s been a really good fit. It’s a unique industry and a unique group of people, where competitors can also be clients, which lends itself to the collaboration that’s needed to make it work. It’s unlike any other industry out there.

Q: Have you faced industry-related challenges recently, and what have you done to overcome them?

A: Whenever a company is facing financial challenges, advertising is generally the first thing to be cut when really it should be the last. Advertising is a sales tool, and if you’re not investing in it, you’re not investing in sales and your salesforce. It should be an extension of face-toface interactions such as client visits and tradeshows to continue your presence and brand awareness.

My ongoing challenge is often showing the value—both tangible and intangible—of advertising. I overcome it with clients who are leery by starting small and by being precise with my recommendations so they achieve success, and that helps to grow their business and mine. That’s my thirty-second elevator pitch, but I do believe in it!

Q: What has been a key to your success over the years?

A: I always try to be genuine—it’s part of my Midwest values and upbringing, and it’s served me well. I’ve tried to provide my clients with solutions instead of focusing on issues, and I treated people the way I want to be treated. I learned early in my career that if you build good relationships, everything else will fall into place.

Q: What do you find is the biggest benefit of being a member of NGMA, and what do you hope to contribute as a member of the NGMA Board of Directors?

A: Being a member of the NGMA falls in line with building relationships, and being involved with this organization over the past 12 years has done that. Along the way, it’s also allowed me to better appreciate the structures and components side of our industry, along with their needs and challenges, like understanding and influencing the Codes and Standards. It’s been a big part of the conversation within the NGMA.

Over the years, I’ve been an advocate of the organization, so being on the Board is just an extension of my belief in the work that is being done and the relationships being made to strengthen the greenhouse sector. Coming from the marketing and communication side, I hope to contribute to the Board by bringing a different perspective to the table.

I think my dad is also an underlying factor that strengthens my ties to the NGMA. He was an engineer and he also enjoyed horticulture, two passions that this industry would have connected for him. He would have been very proud to see me involved with this group and serving on its Board.

What Emotional Connection Is and What It’s Not

By Jeff Tippett

Scott Edinger, founder of Edinger Consulting Group, said this about emotional connections:

“The ability to make an emotional connection is so often misunderstood because it’s not about being emotional or showing emotion. It’s about making a human connection –one person to another.”

We tend to think of emotional connections purely in the sense of familial or romantic relationships. But it’s important for a leader, in any setting, to be able to connect on a real, emotional level with those around them. For some people, connections come naturally; it’s at the core of who they are. But don’t fret if that doesn’t sound like you or your style. Like most of the traits we discuss, it can be learned.

Connecting with people is the very essence of effective leadership. It won’t be memos or emails that you send, or texts and phone calls about important projects. It’s the way you interact with people on a personal level that remains far after any of the ephemeral communications fade away.

Maya Angelou put it well: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

That’s every bit as true in the business world as it is in the political realm. Save for a few famous ones that stand the test of time, a speech given by a politician will be forgotten

soon after it’s delivered. But the emotional connection conveyed – that endures.

The same is true in your own leadership role, no matter the level. Your team members won’t remember much of what you said in yesterday’s meeting, but you can be certain they’ll remember how you said it. If you establish yourself as trustworthy, and really get to know those around you, it’s going to make a huge difference in the way your operation runs.

This connection isn’t just important in terms of how you interact with people within your business or organization. Gallup conducted research to determine how consumers engage with businesses based on their emotional connection. The data is unsurprising: Those who were both extremely satisfied and emotionally connected to their grocery store were far likelier to spend more and spend often at the establishment. It isn’t enough to give people a satisfactory experience; they also need to feel a connection.

This is particularly true today, in a world consumed by electronics, social media and technology in general. These tools make getting your message to people far easier, but they also eliminate a level of human, emotional connection. With automation and artificial intelligence being introduced into new sectors, it’s important to focus on maintaining that emotional connection with those around you.

Edinger cites the importance of emotional connections as you climb the ranks of your business or organization:

“Leadership has everything to do with how you relate to others and the quality and texture of those relationships. The higher up you go in an organization, the less important your technical skills become and the more your interpersonal skills matter.”

It’s important for everyone, no matter how new or inexperienced, to feel a connection in the workplace. When you move into a management position, your role shifts. You must learn how to deal with people in their context, and an emotional connection with them makes that possible.

One study found that nearly 90 percent of organizations claim that engagement is a top priority, yet only 15 percent of employees say they actually feel engaged. This must mean that people claim to support emotional connections but fail to put that into practice. Redouble your efforts, and you’ll see your workplace succeed.

About the Author: Jeff Tippett

Jeff Tippett is the international best-selling author of two books, Pixels Are the New Ink and Unleashing Your Superpower: Why Persuasive Communication is the Only Force You Will Ever Need.

Speaking to international

audiences through keynotes and seminars, Jeff helps attendees increase their effectiveness, gives them powerful tools to reach their goals, and empowers attendees to positively impact and grow their organizations or businesses.

Helpful Hints

NGMA has created a series of “Helpful Hints” documents about issues related to greenhouses.

The documents, which provide useful information about a variety of topics, can be shared with your current and prospective clients.

The following topics are available in these printer-friendly documents:

• Carbon Dioxide

• Chemical Cautions

• Electrical Systems and the Greenhouse

• Energy Conservation

• Environmental Control Computers

• Glazing

• Heating Systems

• Insect Screening

• Internal and External Greenhouse Curtain Systems

• Irrigation

• Purchasing a Greenhouse

• Supplemental Lighting

• Ventilating and Cooling Greenhouses

The Helpful Hints documents can be accessed here.

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In 2014, Jeff founded Targeted Persuasion, an award-winning public affairs + communications firm. He has worked with renowned brands like Airbnb, The National Restaurant Association, The League of Women Voters, The League of Conservation Voters, plus others. Other industry experts have validated Jeff’s work with numerous awards including the prestigious The American Advertising Award.

What should a grower do first before purchasing a greenhouse?

What authorities do I contact before purchasing a greenhouse?

Jeff is the host of Victory by Association with Jeff Tippett, a podcast that shares the victories of association executives with the world, highlighting the great work done across this country every day.

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The first thing, before purchasing a greenhouse, is to contact the local building department. Zoning varies from one county to the next, one greenhouse may have totally different requirements than a greenhouse just across the street. Simply put, each location is different and there is no one answer. While the United States recognizes 50 state governments, there are over 87,000 local governments.

First check with your zoning authorities for your specific location’s setbacks, building material requirements, and allowed businesses. Secondly, talk with the planning commission regarding building codes. Ask them what building codes they recognize and for which year. Also determine if stamped and licensed drawings, by an engineer, are required. If applicable, also ask what the wind and snow loads requirements are for a greenhouse. Then check with the fire authorities on what they require for greenhouses. While greenhouses are unique, they often are not treated as such. The tough questions should be answered before designing a greenhouse, not after.

While these questions may seem overwhelming to the new grower, there is help available through any of the National Greenhouse Manufacturers Association’s structural members.

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Jefftippett.com

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What exactly are cold frames and high tunnels?

The simplest commercial greenhouse is referred to as a cold frame. Cold frames are designed for wintering‐over crops and for shade. They are considered temporary and do not meet codes. Cold frames are very basic, but can have some significant variables. While they are non‐code houses, cold frames can still have structural strength as they are built with steel tubing.

Reach New Clients by Advertising on the NGMA Website

NGMA’s website advertising program is designed to keep your company’s name in front of the thousands of visitors to the NGMA website. NGMA offers both horizontal and vertical banner placement positions for advertisements on www.ngma.com. The maximum positions for banners will be four (4) horizontal banner, four (4) small vertical banners and four (4) large vertical banners. Advertisements will rotate on a constant basis. Advertisements will be visible on all public pages of NGMA’s website.

If you are interested in advertising on the website, contact ads@ngma.com. We look forward to being able to promote your company through the NGMA website.

NGMA member rates for website advertising

Non-member rates for website advertising