ProGroNews Spring 2015 issue

pro grow news Spring 2015

www.mnla.com

Sell Dreams, Not Plants Pat Bigelow...Not Done Yet Winter Damages Spring Flowering Trees

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pro grow news Spring 2015

contents Features 10 Celebrating MNLA’s

105th Annual Meeting

14 Pat Bigelow...Not Done Yet 20 Winter Damages Spring Flowering Trees

24 Sell Dreams, Not Plants

Departments

5 President’s Message

6 Committee Reports 24 Safety Sense 26 Business Focus 29 Marketplace/Ad Index 30 Plant for Success On the cover — Cercis canadensis (Eastern redbud) Photo courtesy of Walter Swift, MCH. Spring|2015

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pro grow news Spring 2015

committees

board PRESIDENT Tim Lomasney One Source Horticulture Tel: (978) 470-1934

EDUCATION & RESEARCH COMMITTEE

MEMBERSHIP COMMITTEE

Kathy Bergmann, MCH — Chair Bergmann Construction Tel: (508) 533-3831

Rene Fontaine, MCH — Chair New England Botanicals, Inc. Tel: (508) 962-1064

VICE PRESIDENT Jim Stucchi, MCH Ahronian Landscape and Design, Inc. Tel: (508) 429-3844

Tim Hay, MCH — Vice Chair Bigelow Nurseries, Inc. Tel: (508) 845-2143

David Ahronian, MCH — Vice Chair Ahronian Landscape & Design, Inc. Tel: (508) 429-3844

SECRETARY/TREASURER Tim Hay, MCH Bigelow Nurseries, Inc. Tel: (508) 845-2143 PAST PRESIDENT Mary Jesch Cornucopia Gardeners Tel: (508) 879-1822

FINANCIAL COMMITTEE (FINCOM) Steve Corrigan, MCH — Chair Mountain View Landscapes & Lawncare, Inc. Tel: (413) 536-7555 Chuck Baker, MCH — Vice Chair Strictly Pruning Tel: (508) 429-7189 GOVERNMENT RELATIONS COMMITTEE

MASSACHUSETTS CERTIFIED HORTICULTURIST BOARD (MCH) Cheryl Salatino, MCH — Chair Dancing Shadows Garden Designs Tel: (978) 460-2180 Jack Elicone, MCH — Vice Chair J.A. Crowdle Corporation Tel: (617) 527-5706

DIRECTORS Chris O’Brien, MCH Howard Designs, Inc.

Chris O’Brien, MCH — Chair Howard Designs, Inc. Tel: (617) 244-7269

PRODUCTS COMMITTEE

Kerry Preston, MCH Wisteria & Rose, Inc.

HISTORY COMMITTEE

Peter Mezitt, MCH — ­­ Vice Chair Weston Nurseries, Inc. Tel: (508) 435-3414

Peter Mezitt, MCH Weston Nurseries, Inc.

David Vetelino, MCH Vetelino Landscape, Inc. Jean Dooley, MCH Mahoney Garden Centers

GOVERNMENT RELATIONS DIRECTOR Henry Gillet Tel: (508) 567-6288 EXECUTIVE DIRECTOR Rena M. Sumner Tel: (413) 369-4731 Fax: (413) 369-4962

Philip Boucher, MCH — Chair Elysian Garden Designs Tel: (508) 695-9630

Mark Ahronian, MCH — Chair Ahronian Landscaping & Design, Inc. Tel: (508) 429-3844

Skott Rebello, MCH — Vice Chair Harborside P.S. Tel: (508) 994-9208 MAGAZINE COMMITTEE Walter Swift, MCH — Chair Swift’s Creative Landscape, Inc. Tel: (508) 478-3768 Gaele McCully, MCLP — Vice Chair Mahoney’s Garden Center Tel: (781) 729-5900

DIRECTOR Michelle Harvey, MCH Lakeview Nurseries Tel: (978) 342-3770 EDUCATION COMMITTEE Kathy Bergmann, MCH Bergmann Construction Tel: (508) 533-3831 Tim Hay, MCH Bigelow Nurseries, Inc. Tel: (508) 845-2143 The Massachusetts Nursery and Landscape Association, Inc. is proud to be a founding partner of New England Grows.

pro grow news Massachusetts Nursery & Landscape Association P.O. Box 387 Conway, MA 01341 mnlaoffice@aol.com www.mnla.com www.PlantSomethingMA.org www.mnlafoundation.org

ProGrowNews is published quarterly by the Massachusetts Nursery & Landscape Association (MNLA), P.O. Box 387, Conway, MA 01341, tel. (413) 369-4731.

Articles do not necessarily reflect the view or position of MNLA. Editorial coverage or permission to advertise does not constitute endorsement of the company covered or of an advertiser’s products or services, nor does ProGrowNews make any claims or guarantees as to the accuracy or validity of the advertiser’s offer. (c) 2014 All rights reserved. No part of this publication may be reproduced in print or electronically without the express written permission of the MNLA.

President’s Message

Reflections and a Look Forward

By Timothy Lomasney

I

t is a privilege to address you via ProGrowNews for the first time as president of MNLA. Eight years ago, Jeff Willman called to ask me to join the MNLA Board of Directors. I had been a member and chair of the Membership Committee and was honored that he thought I could become a productive contributor to the board.

As I prepared to address our membership at our recent annual meeting, I reflected on my time as a member of the MNLA board and executive committee. During this time, I was also reflecting on the fairly recent loss of my father-in-law, Brigadier General (Retired) Phillip H. Mason, Jr., who was interred with his wife, Frances Mason, at Arlington National Cemetery just before New England Grows.

Fifteen years ago, I had the honor of beginning a relationship with this accomplished man. I thought back to a time, early on, when he was captivating me with a story, either of a wartime experience or perhaps testifying before Congress. He looked at me — knowing I didn’t understand the details of what he was explaining or the significance of the historical reference — and said, “Tim, you don’t know anything about the military.”

And he was right, I didn’t.

Seven years ago, when I attended my first board meeting, I’m sure Henry Gillet would have liked to grab me and say, “Tim, you don’t know anything about how MNLA is involved with our state government.” He was right, too. I probably had the same glazed look on my face that General Mason had seen.

But after many years as part of a military family, I know more about the military than most people. And following the path of the MNLA leaders before me, I understand what Henry is saying and look forward to mentoring those who are coming up behind me. You are in good hands, because I’ve learned from the best.

Looking Forward We have some exciting things to look forward to. Our Education Committee is taking our MCH Guide digital, and it will soon be usable as an app on your smartphone. The new SBGA program can save members money. Our MCH events and the Tour de Fleur are great opportunities to spend some time with peers, both to socialize and to learn. And our Summer Conference continues to be the envy of state associations across the map.

I think we have something for everyone on our calendar.

With the change in the dates for New England Grows, our Annual Meeting — a must-attend event that has taken place at

Grows for so many years — will take a new shape, probably as a unique standalone event.

As a founding partner of New England Grows, we have relied on this event to fund a portion of our yearly education, host our MCH exams, facilitate an educational program that is needed by our members, and promote our association to thousands of professionals. This all continues, and although the new dates present a challenge to many of our members, I look forward with enthusiasm that the event can again become a show without equal.

Our organization can use your help. Whether as a committee member, task force participant, or if you’d just like to pick up the phone and share an idea, we can use you. I challenge you to help your association in these challenging times.

Looking out my window in Andover at more snow than I can ever remember, it seems silly to say, but…have a great spring.

Timothy Lomasney, K & S Associates MNLA President

Tour de Fleur Save the date: June 17, 2015

Our annual tour will be on the South Shore and feature as our hosts: Kennedy’s Country Gardens Lovell’s Flowers, Greenhouse & Nursery Seoane Landscape Design, Inc. Thayer Nursery and A. J. Tomasi Nurseries, Inc.

Join us!

www.mnla.com Spring|2015

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MNLA Committees

A Hidden Gem

By Rene Fontaine, MCH

Summer Dates for Super Learners

By Kathy Bergmann, MCH

F

or those of you who have been members of MNLA for many years, I’m sure you recognize the many benefits MNLA provides to your businesses. I would even go so far as to say you may have a favorite that keeps you coming back year after year.

Now I’m going to let you in on the most compelling benefit MNLA has to offer: the Massachusetts Certified Horticulture (MCH) credential. The MCH program is sponsored by MNLA to serve consumers by providing education and best practices for the green industry. This certification is a reliable independent credential that consumers can count on when choosing a professional for their landscaping needs.

As business operators, having an MCH on staff gives your customers real confidence that their needs are being addressed by professionals based on their training, education, and experience in the horticulture industry.

In the Home Gardeners section of our new MNLA website, we talk about “What is an MCH” and “Why use an MCH.” This is another way to promote the professionalism and value of having an MCH as part of your staff.

As MNLA members, you owe it to yourself to take advantage of the resources we provide to promote growth and success in your business. Becoming certified as an MCH is a great way to let your customers know you are stewards of the environment and your employees are highly trained experts qualified to meet their landscaping challenges.

Ask an MCH how to get certified or visit MNLA.com.

Rene Fontaine, MCH, New England Botanicals Membership Committee Chair

Did you know you can save on your insurance with Farm Family if you have an MCH on staff?

For more information, go to MNLA.com and click on the Farm Family banner in the left hand corner.

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A

fter all those weeks of friends counting off the days until spring on Facebook, it’s finally here! I hope you had a warm and comfy winter down south or hanging by the fire at the base of some gorgeous mountain and are ready to hit the ground running. Personally, I’ve spent an hour a day on the treadmill in my barn while I count the cars going by, check out the birds fighting over the mealworms on the feeder outside the window, and decide which heirloom pumpkins and tomatoes to plant this year.

Now we’re on the cusp of our busiest time of year, and I hope you’re planning to be happily busy for months. Still, it’s always fun to take a deep breath every so often and do something really different, catch up with friends and colleagues, maybe even learn something.

The Education Committee has these suggestions for the months ahead: • June 17 Tour de Fleur South Shore. If you’ve never been, this is so much fun. The Magical Mystery Tour will wander through the South Shore, stopping at five nurseries or garden centers. See what they do and how they do it, enjoy snacks and lunch along the way, and meet other MNLA members. All in all, a lovely way to spend a June day.

• July 23 Summer Conference at Topsfield Fairgrounds.

This is going to be amazing. We’ll have great speakers, exciting demonstrations, and a killer lunch. Meet people, have fun in a place meant for having fun, then go home with some great ideas for your own business.

• August 19 Plant Geek Day at Wakefield Estates, Milton.

Join MNLA for a rare opportunity to explore a horticultural gem. The Wakefield estate has been in the same family for 300 years and consists of formal gardens, nurseries, orchards, wetlands, and woodlands.

Polly Wakefield was an amateur landscape designer who worked closely with Donald Wyman from the Arnold Arboretum to develop her unique plant collection.

Remember how important it is to keep learning, but also remember to have a really good time while you do.

Kathy Bergmann, MCH, Bergmann Construction Education Committee Chair

www.mnla.com

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Big Goals and Congratulations

Take Advantage of the Early-Order Discount

By Cheryl Salatino, MCH

By Mark Ahronian, MCH

Y

W

our MCH Board has big goals for 2015. Here are the highlights.

Our primary effort during 2015 will be to convert the MNLA Resource Guide into a digital format. I’ll continue to update you throughout the year on our progress. The first action, to conduct a content update, has been completed.

Now, it’s time for us to get techie. We have already begun speaking with solution providers to better understand the digital alternatives available. As part of our research, we also spoke to MNLA members at New England Grows to get a grip on their requirements. Thanks to all who provided ideas and desired uses for a digital resource.

Welcome to the Newest MCHs Hard work pays off!

• Thibaut Collin, Pepinieres Rey Nursery, Morance, France • Stacey Gordon, Parterre Garden Services • Ed Kassor, Cavicchio Greenhouses Inc • Timothy Lewis, Lewis Landscaping Inc • Kate Stonefoot, Parterre Garden Services • Jason Shute, Vista Horticultural Services • James Davis, A Blade of Grass

ith spring coming, it’s time to place your MNLA products order. Our early-order discount program is designed for MNLA members to create their own marketing niche with deals that the big box stores can’t take advantage of. Whether it’s grass seed or fertilizer, we have quality!

Go to MNLA.com to check our prices and take advantage of the early-order discount program.

MNLA products were designed for Massachusetts soils with the help of UMass Extension specialists.

Mark Ahronian, MCH, Ahronian Landscaping & Design, Inc. Products Committee Chair

Always well stocked!

And backed by experience...

51 employees with 10 + years - 15 are MCH’s

Recertification Points Several of you have expressed interest in submitting an MNLA Plant for Success to earn one (1) MCH point. To submit your favorite plant and earn MCH recertification credits immediately, visit MNLA.com, and click on MCH Recertification under the MCH tab.

Next Plant Geek Day: Wednesday, August 19, 2015, at Wakefield Estate in Milton, Massachusetts.

Next MCH Exam: Wednesday, August 5, 2015 at Marriott Courtyard in Westboro, Massachusetts.

Questions? Email Cheryl Salatino at cheryl@dancingshadows design.com. Please put MCH in the message subject.

Cheryl Salatino, MCH, Dancing Shadows Garden Designs Massachusetts Certified Horticulturist (MCH) Board Chair

Catalog & Availability upon request

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508-636-4573 Fax 508-636-3397

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MNLA EVENTS

Celebrating MNLA’s 105th Annual Meeting

M

NLA was honored to introduce Massachusetts Commissioner of Agricultural Resources John Lebeaux at the 105th MNLA Annual Meeting on February 5, 2015. MNLA’s newly elected officers and directors shared the stage with Commissioner Lebeaux, who was officially sworn in on the following day at the State House.

We were honored to have Commissioner Lebeaux with us. He

continues to hold his MCH designation in good standing and served as MNLA president from 2003 to 2005.

His message to more than 200 members in attendance at the meeting: “Don’t be shy!” He wants to hear from you. Let him know what the department is doing right or wrong and, more importantly, how they can help you succeed.

Front row (l to r) Chris O’Brien, MCH, Director; Rena Sumner, Executive Director; Commissioner John Lebeaux, MCH; Kerry Preston, MCH, Director; Henry Gillet, Government Relations Director.

Back row (l to r) Tim Lomasney, President; Peter Mezitt, MCH, Director; Mary Jesch, Immediate Past President; Jim Stucchi, MCH, Vice President; Jean Dooley, MCH, Director; Tim Hay, MCH, Secretary/Treasurer; David Vetelino, MCH, Director.

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payroll MNLA honors Representative Jennifer Flanagan with the 2014 Environmental Leadership Award. (l - r) Immediate Past President Mary Jesch; Director Chris O’Brien, MCH; Representative Flanagan; constituent and Past President Michelle Harvey, MCH.

Passing the gavel at the 105th MNLA Annual Meeting Special thanks to Mary Jesch for all her efforts on behalf of the MNLA membership and green industry as she passes the gavel to newly-elected President Tim Lomasney.

Announcing the NEW dates…

See you this fall on December 2 - 4, 2015

Spring|2015

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Pat Bigelow...Not Done Yet Pat Bigelow’s compassion and purpose have had an enduring impact on our industry and association.

By Philip Boucher, MCH

A

to recognize gender discrimination, and showed a penchant to sk anyone who knows her, and you will learn that Pat be almost ridiculously optimistic.

Bigelow is intelligent, often outspoken, competitive, alHer love for her profession grew as did her company ways energetic, and intensely passionate about her family, her responsibilities, initially as garden company, and the industry in which center manager through the 70s, and she grew up. Her credentials and the then a broad spectrum of responsibilinumber of hats she has worn in the ties within the wholesale side of the green industry reflect a strong family company as she balanced motherand a personal understanding of the hood with Bigelow Nurseries. It was importance of volunteer advocacy. these business and agriculture-related In 1996, she was the first woman responsibilities that honed her thinkelected president of both MNLA and ing regarding the necessity of “being the Horticultural Research Institute, there” to educate and advocate for and in 1999, NENA president. She our industry. As she gradually moved has served and is still very active on through upper management to become committees at the state and national company president, her commitment level, both legislatively and for never diminished. horticultural research, but these only Understanding the impact of legisscratch the surface of who she is. lation and regulation on horticulture, Growing up, Pat never worked she has worked tirelessly to educate in the family business, nor was she others. Observing this provides a wonexpected to, but after college and derful lens to view and appreciate what in between jobs, she came home to she says and what she feels. Her words work in the garden center at Christand thinking are frequently pitch-permas — and never left. That first winfect for the topic or occasion. ter, she transferred to the greenhouses She was surprised to hear that her doing propagation, and then came ANLA HRI Board photo mid-1990s work offers a powerful and salient back to the Northboro garden center message to a new generation of young in the spring. women industry leaders. Her message Here she fell in love with the shows it is worth the struggle to obtain nursery business and realized that — the accomplishments and confidence she has accrued over the as a woman with three brothers in a male-dominated industry years. “I always wanted to be open and fair in how I looked at — she would have to work very hard to earn her place. She things,” she explains. Pat is known for her determined moxie threw herself into every book she could find, took classes, and a personal calculus she uses to figure things out to a sucand benefitted from superb mentors including her father, Bill cessful end. She has truly blended her strengths with compasBigelow, and Paul Rogers, both noted horticulturists, as well sion and a directed purpose that has had an enduring impact on as the myriad of nursery owners and growers she knew across our industry and our association. the country. Pat thrived in an industry where her inherent atPat paused after my stock question: “Where is your fatitude welcomed challenge, did not allow for failure, refused

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vorite place?” She grew up on the knowledges goes hand-in-hand Northboro property, played with with relationships. Her passion and siblings in and around B&B plants business acumen were cultivated by and bales of peat moss, and was very hundreds of hours of conversations familiar with the farm. “The top of and debates over a dinner table, in the hill used to be a pasture for our a pickup truck, and pacing through horses. It is now a container area, nursery fields. Pat’s love and admiAn all-time favorite father-daughter and you can see the entire property ration for her father is strong and photo at a summer meeting from there.” I visited a knoll covered she readily speaks of his excellent with ground fabric and large pots example. She learned a great deal and tried to imagine it covered with from him and carries part of him grass and trees and children’s laughter at play. “I had a pony with her.

I would ride out back to the brook,” she says. “I would spend Pat acknowledges with great pride and affection that the the day on this huge log reading, looking up at the birches, reason she has a successful business with the time and the and just listening to the sounds of the brook.” She has known this place since childhood and still appreciates its changing seasonal beauty.

She reflected on the business wisdom her father imparted.

The most important: Relationships are the basis for every aspect of business.

Knowing what is important to your customers, staff, and Three Bigelow kids with a tree in 1957 vendors — (left to right) Pat, Tim, and Brad Bigelow especially in our industry — is critical to all aspects of a company. freedom to be an industry advocate is that she is surrounded Second is by great people. “Without their support,” she says, “I would be quality and lost to carry on such a high level of volunteer work.” She truly trust, which loves and appreciates them all.

Pat on the Northboro Farm she emphatically ac(continued on page 12)

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NENA 100th Anniversary in 2012 at Tower Hill Botanical Garden (left to right) Bruce Vanicek, Fred Dabney, John Bardzik, Pat

Looking back, the outline of her legacy is clear. Pat has influenced a great number of important issues, elevating our industry to a level of importance across the state and region. With her hard work, intellect, and sincerity, she will always get an admiring nod from history. She has proven to be a deft leader who easily combines conviction of principle with compromise to accomplish whatever is needed. For her, leadership happened because she loved horticulture. She was prepared and willing to use her tools for a collective purpose to benefit our industry.

Pat has no plans for slowing down or retiring any time soon because she loves what she is doing even though it is not always easy. Her heart and mind are firmly rooted in family and tradition, yet she knows that to thrive, business practices must evolve. Many years after her fascination blossomed while working at the nursery, she still sees herself as a builder and achiever.

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As she builds to preserve a future for the next generation, her sons — Jeff and Luke DeCiccio who now work at the nursery — are a source of great pride. After our conversations, I doubt that when she wakes in the morning, she ever wonders, even for a moment, whether she is doing what she ought to be doing.

Pat with sons Jeff and Luke DeCiccio

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Winter Damages Sprin

By Walter Swift, MCH

T

he seasonal temperatures of fall 2014 lasted long into the winter of 2015, this gave us additional time to finish those chores that usually wait until late winter or very early spring.

One such chore is the inspection and pruning of dormant ornamental spring flowering trees which is always done before the depths of winter close in.

It only took one event to bring all of that to an abrupt end — a record breaking snow storm.

The blizzard in late January 2015 erased our memories of the fall-like weather that extended well into the month. That one three-day event dropped up to three feet of snow with drifts to six feet, and that was just the beginning. The snowfall continued into February as one large snow event after another pummeled the region leaving over 75 inches of measurable snow on the ground, with no melt down between storms.

The one hidden benefit of these massive depths was that the snow settled to some degree by its own weight. The extended

horticultural/arboriculture maintenance season was now just a memory as we shifted gears into a seemingly unending snow removal mode that proved to be a financial bonus for anyone in the snow removal business.

Turning the Page Now, we look forward to the promise of spring which brings us to ornamental flowering trees. The most majestic signs of spring are the Monet like pastel colors displayed by a host of ornamental flowering trees.

In early spring, many of us set pencil to paper and design the landscapes that grace our local cities and towns.

As we begin this process, it is important to note the unprecedented damage to landscape plant material that occurred this past winter. Ornamental trees took a huge hit.

History often repeats itself, so we must look forward in our designs and remember the frailty of some of our favorite plants.

Ornamental shrubs and trees are buried due to snow removal.

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g Flowering Trees Winter damage — the object of our concern

Mountains of Snow The unique aspect of the damage to many of the flowering trees is that it did not actually occur due to the falling snow.

Once the extreme cold of the north settled in, the majority of the mega snow storms were light and fluffy and easy to move. The problem we faced was that there was no longer a place to put it. Week by week, mountains of snow grew to heights that I had never witnessed. In many instances, snow had to be pushed back to allow for additional snowfall which created even larger and taller mounds. These mounds eventually consumed many ornamental shrubs and trees that are regularly planted in and around

commercial/industrial parking lots.

Residential landscapes also took a hit as many architects and designers often scale ornamental flowering trees into a plan that is near a driveway or roadside.

Plows, front-end loaders, snow blowers, and shovels — all tools of a snow removal operation — were put to work to do just that, remove snow.

Unfortunately, many of these implements can be viewed as enemies of our favorite ornamentals. (continued on page 16)

Pyrus calleryana buried in the foreground Spring|2015

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(continued from page 15) In many instances, the damage to ornamental shrubs is recoverable. This is not the case with trees. The damage to ornamental and shade trees is often unavoidable, but when it happens the tree will almost always be compromised and eventually decline.

What is the Solution?

In most cases, better design concepts and best management practices would have prevented the damage to many of these trees. We need to leave space in our designs for the storage of snow.

When designing commercial parking lots with curb cut islands and parking lot borders, design these areas with perennials in the islands and trees and ornamentals located a greater distance from any paved surfaces.

The Next Steps With spring in the air, it is time to inspect the landscapes that we maintain. Assess for damage and initiate the artful pruning needed to begin managing damage.

Often overlooked when young, ornamental flowering trees become show stoppers with age. When strategically placed within a design, these masters of the floral landscape canvas become focal points of interest and beauty that can often be seen for miles.

Malus sp.

Prunus cerasifera ‘Thunder cloud’

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Whether it is the magnolias that line the streets of Beacon Hill in the city of Boston or the cherry trees that grace the lawns throughout Washington DC, ornamental flowering trees alone or in mass create a stunning statement in the spring landscape.

In today ,s horticulture and arboriculture environment, excitement abounds due to the vast array of spring flowering ornamental trees that fill the Genus pool library. That fact, coupled with the many cultivars that are available to professionals, provides a broad color palette to bring the canvas of the landscape background to life.

The use of ornamental flowering trees within the landscape needs a huge boost. When properly thought out and designed, the residential, commercial, and industrial landscapes around us can and should be designed using a more diverse planting of ornamental flowering trees. The choices are endless. The use of these trees can yield floral color and interest from the earliest part of spring into the earliest part of summer.

Keep in mind that diversity is the key to success when planting ornamental flowering trees. Avoid the practice of monoculture, especially for street trees in residential subdivisions and the parking lot islands of commercial and industrial buildings. (continued on page 18)

Cornus florida f. rubra

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Prunus serrulata ‘Kwanzan’ monoculture planting which is not recommended.

(continued from page 17) Do not fret over the fact that the winter doldrums and piles of snow interrupted your dormant pruning schedule. There is still time to prune those ornamental flowering kings and queens of the spring landscape. That is, of course, if the snow melts before the break of dormancy. Just make sure that your pruners are sharp and sterile.

Photos courtesy Walter Swift, MCH

Hamamelis sp.

Prunus serrulata ‘Kwanzan’

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Cercis canadensis

Magnolia stellata www.mnla.com

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STONE YARD

SEASONAL DECOR

New England’s most comprehensive horticultural grower and distributor.

We cultivate and sustain over 250 acres of annuals, perennials and nursery stock, complimented by a premium selection of soil mixes, stone, and landscape supplies.

Our goal is to supply our customers with the best service, quality, and selection in the industry.

110 Codjer Lane, Sudbury, MA 01776 978.443.7177 www.cavicchio.com

Sell Dreams, Not Plants When the customer doesn’t understand the value, the price is always too high.

By William J. McCurry

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hen the customer says, “That’s too much,” what are they really telling us? The best

translation: “The price exceeds the benefit I think I’m going to get.”

Rarely do we let the customer explain themselves. We instantly think somebody else is cheaper than we are, and we respond defensively. Let’s slow down and listen…..we can make the sale and ensure a happier long-term customer.

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A Simple Question Steve Bousquet of American Landscape and Lawn Science (North Franklin, Connecticut) was in my audience recently, listening while landscapers complained about how couples argue about investing in landscaping.

Steve has a very simple question for his prospects. He listens to one partner’s vision for the yard. Then he asks the other partner. “Do you want to make your partner happy long-term or do you want to do it on the cheap and have the issue perpetually discussed as your partner festers over the installation?” Steve was quick to realize that he was not selling plants. He was allowing one partner to see their vision come to fruition, and he was selling peace for the other partner. That’s a proposition that’s much more difficult for the couple to price shop.

Steve runs an unusual business. Or rather, he runs an otherwise common business in an unusual way. His “display location” is on Route 32 in Franklin. When any landscape crew has downtime, he puts them in the gardens along the highway digging up and replanting displays. That always causes people to stop. Commuters

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Display gardens at American Landscape in Franklin, Conn., are visible to motorists along State Route 32. Over time, commuters and locals have learned the gardens are open to anyone who wants to stop by. There is signage to let customers know how they can surround their homes with beauty and relaxation. The peace and tranquility of the gardens — despite being adjacent to the highway — provide the customer with a different vision of what they are buying. The customer “feels” what their new project will be. They are not buying a list of plants. They are acquiring a relaxing state of mind around their own home.

and locals alike know they can walk in the gardens, have lunch, or just enjoy the beauty. It’s not a hard sell.

The signs clearly tell the visitor how they can get more information. What Steve ends up selling is a dream, an intangible perception of what his team will create in the visitor’s own yard.

Sitting in Steve’s display area surrounded by butterflies, birds, and beauty…the customer sees and feels the value. It’s not an abstract concept. Certainly, it’s subtle. And it’s certainly not reduced to a list of plants laid out on a piece of scratch paper. To the customer, it becomes real, personal, and attainable only from American Landscape. Check out his website (www. lawnscience.com). Act as if you were a customer and see if you pick up the vibes that this organization is different.

Finding Real Value An avid gardener once told me, “I overpaid for this plant — but not for what it did for me.” In a garden center looking for something else, she saw an African daisy planted with mint in a colorful ceramic pot. She knew she could get the daisy for one price, a flat of mint for another price, and she knew the value of the pot. She had bags of potting mix at home. As we were talking, she Spring|2015

looked at me and said, “I have a neighbor who lobbied the local government to finally fix our street. I owe her a thank-you gift, and I’m looking at this. I’m overpaying at least $5, maybe $10, compared to buying the components and taking them home to plant it up myself. I’d save money, but then I couldn’t drop it by her house on my way home. I think overpaying by $5 is a good price for saving me a half hour of my time, don’t you?” This lady wasn’t buying an African daisy. She wasn’t buying the components. She was buying her time. She was buying a gift. She was buying the ability to cross an item off her to-do list. She was buying what economists call the “utility of the products.” In other words, she was buying what she would get out of it.

Nichols is a garden centre in Dunedin on New Zealand’s south island. The nearby Otago Museum opened a tropical rainforest and butterfly exhibit partially sponsored with Nichols. Could they tie into the butterfly craze by selling butterfly plants with butterflies or chrysalis included. When American horticulturists see this picture, they say, “That’s milkweed; nobody would pay $12 for milkweed.” That may be true, but these customers are paying for the butterflies that will come (continued on page 23)

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New England Wetland Plants, Inc. Wholesale Native Plant Nursery Your source for...

Trees, Shrubs, Ferns, Flowering Perennials, and Grasses Coastal and Inland Wetland Plants Specialty Seed Mixes Coir Logs, Straw Wattles, Blankets and Mats

Sell Dreams, Not Plants (continued from page 22) to the Swan Plant (milkweed). It’s what the customer perceives they will get out of it.

In your customer communications, are you letting the customer dream their dreams? Are your customers clearly seeing beyond the price and seeing the benefits of what you can do for them? Until they do, the price will always be too high.

William J. McCurry is chairman of McCurry Associates.

Do you have questions/comments for Bill?

Things you’d like answered at the July Summer Conference?

You can reach Bill at (609) 688-1169 or wmccurry@mccurryassoc.com

820 West Street, Amherst, MA 01002 Phone: (413) 548-8000 Fax: (413) 549-4000 Email: info@newp.com Web: www.newp.com

July 23rd

Save the Date Today!

You can hear Bill McCurry explore this and other incomegenerating ideas at the “Down to Earth” Summer Conference & Trade Show.

July 23, 2015 Topsfield Fair Topsfield, Massachusetts To register, visit MNLA.com. You can also read Bill’s monthly column, “Profit Planet,” in Green Profit magazine.

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Nichols Garden Centre (Dunedin, New Zealand) sells what we call milkweed complete with caterpillar (or chrysalis) for $12.99 (just under $10 U.S. at the current exchange rate). American growers say, “Nobody would pay $10 for milkweed; they call that a weed, you know.” These critics don’t understand that the customer is buying the Monarch butterflies, not the plant. They are buying what the plant will bring to their garden. www.mnla.com

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Safety Sense

Making the Most of Tailgate Safety Training

B

rief safety training — often called tailgate training — is growing in the green industry. Tailgate training gathers a small group of workers for a short session on a single topic and is typically conducted on jobsites.

Because of their frequency and brevity (10 to 30 minutes), sessions hold employees’ interest and can help prevent accidents and illness — and reduce associated costs.

Any training can be ineffective if it focuses on the wrong topic or is delivered poorly, so crew leaders and supervisors must understand how adults learn. In turn, crew members must participate in a way that allows them to reap the maximum benefits.

Checklist for Employers, Supervisors, and Crew Leaders 3 Select a curriculum relevant to your company’s work. Write your own material or use PLANET’s Safety Tailgate Training Manual.

3 Train the trainers. Leaders must know the subject matter and how to best present it.

3 Show employees you take safety seriously. Set an example by following guidelines set forth in company policy or previous meetings.

3 Understand the basics of adult learning: • Adults learn best when the information is relevant.

• Adults have significant life experience that should be acknowledged.

• Adults learn more when they actively participate and retain more information when they immediately apply it.

• Adults learn better when an instructor uses multiple teaching techniques, encourages participation, and highlights key points.

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3 Conduct training sessions early in the week (but not on Mondays) and early in the day before workers are tired and ready to go home.

3 Post a calendar with scheduled dates/ times and stick to it.

3 Choose a topic that relates to work the crew is doing or will be doing soon.

3 Pick a quiet location where crew members will be comfortable and focused. If your topic involves a particular type of equipment, hold training near this equipment so you can demonstrate points.

3 Inspect the jobsite for hazards related to your topic and ensure you understand all related terms, concepts, laws, regulations, and company rules.

3 Use real-life examples or information to capture the crew’s interest.

3 Tell the crew where the hazard can be found at the particular jobsite or when they’ll be doing work related to the topic.

3 Introduce each point with a question, ask for volunteers to answer, and use answers as a springboard for discussion.

3 Ensure crew members feel they will be heard with respect. Correct any misinformation in a positive manner.

3 If you ask a question and no one has an answer, restate it using simple, straightforward language or rephrase the question by asking about personal experience.

3 Use materials and language that take into account multilingual workers and train to the lowest literacy level using pictograms, visuals, or a translator.

3 Watch facial expressions for signs crew members don’t understand something.

3 Limit the time any one person talks and invite others to speak.

3 Keep sessions on topic. If questions and comments drift, table the conversation for an upcoming safety meeting.

3 Leave time for crew members’ questions and to cover general safety issues.

3 Encourage crew members to contact you or another leader about any safety hazards they notice.

3 Document training or have crew members complete a brief quiz.

3 Look into complaints, concerns, and suggestions from crew members.

Employee Checklist 3 Know that parts of your job are inherently dangerous, but risks can be minimized through effective safety training.

3 Be alert and attentive and attempt to answer questions and share information and experiences.

3 Avoid side conversations that will cause you and others to miss important information.

3 Focus your input on the day’s topic.

3 Ask any questions you have that have not been answered and bring up any safety concerns.

3 Speak up if you don’t understand a concept. Others are likely confused as well.

3 Avoid being argumentative or obstinate.

3 Don’t disagree with another person because of an ongoing personality clash.

Reprinted with permission from Landcare Network © 2011 PLANET.

3 Don’t guess answers to questions.

Promise to find it and follow up. www.mnla.com

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7463 West Ridge Rd. P.O. Box E Fairview PA 16415 800.458.2234 e-mail: info@FairviewEvergreen.com

Business Focus

Are You Ready for Smart Chip Cards?

W

ith a 47 percent increase in card fraud in the past year alone, the U.S. is home to an estimated $8.6 billion dollars of annual fraudulent card transactions. EMV — more commonly known as the smart chip card — has finally arrived to help mitigate these losses.

While smart chip cards have made card payments safer for customers and card issuers, merchants face carrying full liability for any fraudulent card used in their store if they are not equipped to properly handle smart card transactions. MNLA has endorsed the Small Business Growth Alliance (SBGA) to help you ensure your business is ready to accept these payments.

Recent data breaches at large retailers and new payment methods such as Apple Pay have raised

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(888) 889-9996

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public consciousness and pushed adoption of EMV in the U.S. Upgrading your POS terminal system to smart chip standards opens your business to safer transactions, new methods of payment, and the latest technology solutions to help you manage everything from payments to inventory MNLAmember SBGA has helped thousands of its members find ways to improve and grow their businesses. To schedule a complimentary consultation on what your business needs to become EMV-ready, call (949) 861-4000 ext. 7865 or email member. benefits@sbga.com.

We know you work hard.

Let us work harder.

Lean on us for some of your business demands - we know we can work harder for you. This is why we’ve implemented the Partners Program and Business Solutions, and the Px3 Maintenance Package.

Px3 helps you with the planning process by providing customized bids for each project. We can accurately estimate the square footage of any property.

Customers who join our Partners Program earn points on every John Deere Landscapes purchase and redeem those points at an online store, for various industry events, or for cash on account. Program members are also eligible for our Business Solutions, which can help reduce your day-to-day business expenses.

Please contact your local branch to learn more about these opportunities. We are eager to help you with as many of your business challenges as possible!

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800-347-4272 www.JohnDeereLandscapes.com

Rhododendron ‘Olga Mezitt’,

a Weston Nurseries Introduction & 2007 Cary Award Winner

Annuals  Perennials Premium Nursery Stock Bulk Mulch, Soil, Stone & Compost  Stone Yard & Masonry  Planters & Containers Contractor Tools  Grass Seed Fertilizers  Landscape & Hardscape Supplies

www.WestonNurseries.com/Commercial-sales

Not just plants anymore…

We’ve got what you’re looking for!

Prides Corner Farms You need a partner You need fewer hassles You need someone who can listen

Frankland Rd  Hopkinton  (508) 293-8028 160 Pine Hill Rd  Chelmsford  (978) 349-0055

CommSales@WestonNurseries.com

We are all about

YOU!

You need someone who has your back You want product that will not be in Lowes and Home Depot You need a company that will be there now and in the future

We try to live this everyday!

Call (800)437-5168 www.pridescorner.com Located in Lebanon, CT |28

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Advertiser Index

MARKETPLACE

Acorn Tree and Landscape . . . . . . . . . . . . . . . . . . . . . . . 31 Amherst Nurseries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Bigelow Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Cavicchio Landscape Supplies, Inc. . . . . . . . . . . . . . . . . . 19 Fairview Evergreen Nuseries . . . . . . . . . . . . . . . . . . . . . . 25 Farm Credit East . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Farm Family Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Ideal Concrete Block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 John Deere Landscapes . . . . . . . . . . . . . . . . . . . . . . . . . 27 Milton Cat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Motz & Son Nursery

Motz & Son Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Wholesale Growers of ...

New England Wetland Plants . . . . . . . . . . . . . . . . . . . . . . 22

Shade and Flowering TreeS FruiT TreeS

Northeast Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

dwarf, Semi-dwarf & Standard

Prides Corners Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

combinaTion FruiT TreeS (4 in 1)

Savage Farms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

eSpalier appleS Semi-dwarf, combination & one Variety walnuTS and FilberTS deciduouS ShrubS Write for our stock and price: 11445 N.W. Skyline Blvd.

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Sylvan Nurseries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Valley Green . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Weston Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Hortus Humorous

For Advertising Information—

Call Debbie Rauen (817) 501-2403

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Plant for Success

My Favorite Plant ‘Ivory Halo’ is more than a pretty face.

By Amy VanDoren, MCH

I

t is not easy to be one of my favorites. A pretty face, alone, just does not make it. An adaptive personality, reliability, and the ability to surprise are in the “must have” category.

And the most important characteristic: Plays well with others.

If you can’t make your plant bed neighbors look even better, you are not on my list of favorites.

Despite my high standards, there are a number of plants that I embrace with passion. At the top of the list is Cornus alba ‘Ivory Halo’. Those softly variegated leaves that sparkle in the breeze delight even the most demanding customers. Sunny spot – no problem. Need to brighten up a shady area – done.

Area too wet – plant this one. Forgot to water – probably just fine. The 4-foot height with an upright fan-shaped structure works in so many situations. Then comes winter, and those red branches pop against the inkberry bushes and the boxwood.

All you need is a dusting of snow and a cardinal, and you have the ultimate Christmas card.

What about maintenance? Beyond the usual establishment rituals, I just tell customers to go out before the holidays and cut out 25 percent of the least colorful (therefore, oldest) branches at the crown to use for planter décor. This keeps the plant under control and adds some color to the window box greens.

But wait — I would not want to shortchange the cousins.

When you need a little more height, try Cornus alba ‘Elegantissima’, and Cornus sericea ‘Silver and Gold’ does the job when you need yellow twigs against a red brick wall.

Amy VanDoren, MCH, Landscape Design Manager Mahoney’s Garden Centers Photos courtesy of Bailey Nurseries

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www.mnla.com

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6 Dearborn Rd, Peabody, MA 01960 -

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