B&B Online - 2016 Nov & Dec

VOL 68, NO. 11 & 12 | 2016

PEAK SEASON

PEAK SEASON 2017 GARDENING TRENDS TO WATCH! Check out page

New technology makes growing 365 days-a-year, easy, affordable and convenient.

10 for an overview of Garden Media Group’s 2017 gardening trends.

THE OFFICIAL PUBLICATION OF

Artwork provided by Garden Media Group.

NOVEMBER/DECEMBER 2016 VOL 68. NO. 11,12

Washington State Nursery & Landscape Association

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© 2016 Garden Media Group

UBER-IZING

Contents Features

Subscription Price: $39 Annually Deadlines:

News, Classified ads Advertising

5pm the 1st of the month preceding the first-of-the-month publication.

To place an advertisement, contact Breanne at (800) 672-7711 or breanne@ wsnla.org.

Meet Your 2017 Nominated Executive Committee

Garden Media Group highlights 2017 gardening trends!

12 Consumer Buying & Marketing Trends Tips & insights to help guide your business sucess in 2017.

16 Bugs & Blights

Boxwood Blight has been confirmed from a boxwood plant from King County

Published Monthly By: Washington State Nursery & Landscape Association 34400 Pacific Hwy S., Suite 2 Federal Way, WA 98003 800.672.7711 23 fax 253.661.6058

The world isn’t just at our fingertips — it’s racing toward our front door.

© 2016 Garden Media Group

8 2017 WSNLA Executive Officers 10 Grow 365

Editor Breanne Chavez

UBER-IZING GARDENING

Columns 4

From the President

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Legislative & Regulatory

6

Executive Director

Departments 7

Calendar of Events

18

Chapter News

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WSNLA Marketplace

WSNLA reserves the right to refuse any ads which are misleading, unethical, contrary to WSNLA policy, or which do not pertain to the nursery and landscape industry.

WSNLA

Washington State Nursery & Landscape Association

Growing the Success of our Members

www.wsnla.org

Executive Director Breanne Chavez e-mail breanne@wsnla.org Finance & Operations Director Holly Osborne, CPH e-mail holly@wsnla.org ecoPRO Administrator Jeanne McNeil e-mail jmcneil@wsnla.org B&B Magazine Content Coordinator Dawn Clarke email dawn@wsnla.org

Interested in sharing your opinions and comments with B&B readers? If you take the time to share your thoughtful comments, WSNLA will be sure to share them with B&B readers. Please submit to breanne@wsnla.org or by fax at (253) 661-6058. Deadine: 1st of each month.

© 2016, Washington State Nursery and Landscape Association

Washington State Nursery & Landscape Association - 3

[ From the WSNLA President ]

Have you even taken a Busman’s holiday?

I try to every time I travel. Not so much the lifting and planting of plants, it is more that I like to visit other nurseries and observe how they handle the winds (especially in Florida) and how they irrigate and check out customers and what they grow or sell.

Ingrid Wachtler, CPH WSNLA President Woodbrook Native Plant Nursery Gig Harbor

The middle two weeks in October we spent in both Norway and Ireland. My cousins in Norway were doing the driving and planning and thought visiting six nurseries the first day we were there would be what I wanted. Normally, I am a bit more laid back and casual about this activity - just one or two nurseries would satisfy my curiosity.

But we were off and driving! One nursery was a small grower who had a little of this and that and 900 varieties of roses.

Workers consisted of the father and his daughter and they did what they could.

Perched on a fairly steep slope, it was a testament to Norwegian slope faming with greenhouses on separate terraces and steep old concrete steps to change levels. Thank goodness the daughter knew how to find a plant you might want, since there was little organization that I could perceive (other than the rose area which was very nicely labeled and ordered). He had his wife work at

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a neighboring retail nursery since they could not afford to have her work there – a steady salary was important so he could continue his labor of love.

On the other end of the spectrum of nurseries, we visited a huge wholesale greenhouse operation. This man had come a long ways from growing strawberries as a young man and deciding the plants growers made more money than he did. He had acres of a highly automated operation under glass.

Pristine clean. He spent a lot of time with us. Poinsettias on the benches now only take up about 20% of his space.

It was a slow time of year and he was growing these mainly to keep his year around staff employed.

I especially liked his philosophy about how to get his daughters (the next generation) to want to get involved in the business. He pointed to a pile of stones and said some nursery owners had their kids pick stones in the fields to learn. His approach was different. They loaded up some plants to take to a local market and he had them sell them and make money.

There was much more I learned. But one thing was clear to me – the world over we have a lot of dedicated and nice people in our nursery trade – I am proud to be part of it!

Legislative & Regulatory WSNLA Works To Protect Your Business SAVE THE DATE!

WSNLA Legislative Day Feburary 7, 2017

Heather Hansen WSNLA Lobbyist Olympia Now that the election is behind us, let’s look ahead to the 2017 legislative session the begins January 9.

All 98 members of the state House of Representatives and 26 of the 49 state Senate seats were up for re-election this year.

As of this writing, one seat in the House of Representatives is still too close to call but it appears that Democrats will maintain the majority they have held for many years. The final tally will likely be 51 Democrats and 47 Republicans.

In the Senate, the Majority Coalition Caucus will retain its majority of 25 with 24 Republicans and Senator Sheldon, who caucuses with them. Democrats will be in the minority by only one seat after picking up one seat by defeating incumbent Senator Steve Litzow.

There will be ten new senators, five Republicans and Five Democrats out of total of 49. Of the ten new Senators, at least five will be familiar faces who moved over from the House. Three seats remain open and will fill filled

by appointment. Senator Jayapal was elected to Congress, Senator Habib was elected Lieutenant Governor.

Senator Hill passed away. All three of their districts are in King County so the King County Council will appoint three new Senators. Jayapal and Habib are Democrats, Hill was a Republican so the appointees will be two Democrats and one Republican who live in the respective districts. If Senator Pam Roach secures a seat on the Peirce County Council, her Senate seat may open up as well.

highest ranking Democrat on the Ways & Means Committee was Jim Hargrove from Hoquiam who retires at the end of the year.

In the House, there will be nineteen new members (out of a total of 98), with either nine or ten from each party depending on the outcome of the 19th district race that is still too close to call.

Of the new members, five are former legislators.

The chief budget writer for the operating budget in the House will be Timm Ormsby from Spokane. For the capital budget, it will Rep. Steve Tharinger who lives near Sequim. This will be Rep. Tharinger first year in this role.

Richard DeBolt, Chehalis, will serve as his counterpart on the Republican side.

How will these changes affect committees? Between now and January 9th, the Committee on Committees will meet in each house to decide if they want any changes to the committee structure and to fill in the empty seats with new legislators.

The Senate Natural Resources Committee will lose three members, two Democrats and one Republican. Pearson, Kirk (R), will remain Chair.

The Senate Ways & Means Committee (who write the budget) lost its leader when Senator Andy Hill passed away just before the election. Senator John Braun, Centralia is currently Vice Chair. Senator Jim Honeyford, Sunnyside, will remain in the lead on the Capital Budget where funding for FREP and FFFPP will be. The

It appears there will not be any major changes in leadership in the House.

However, the key staff person for the House Agriculture and Natural Resources Committee, Jason Callahan, left the legislature to become the new lobbyist for the Washington Forest Protection Associaiton.

Initiative 1433 passed, raising the minimum wage to $13.50 over four years. The measure also requires employers to provide one hour of paid sick or safe leave for every 40 worked.

Sick and safe leave can be used to care for family members or as “safe leave” for those who miss work because of domestic violence. The state’s current minimum wage is $9.47 an hour.

The carbon tax initiative failed but expect the issue to resurface during the legislative session. We are already hearing talk of anti-pesticides bills being drafted. No doubt, other issues will surface as we near January 9.

I look forward to seeing you for WSNLA Legislative Day on February 7 in Olympia!

Washington State Nursery & Landscape Association - 5

[ FROM THE EXECUTIVE DIRECTOR ]

The nursery & landscape industry is poised nicely to benefit from the projected consumer buying & marketing trends!

Breanne Chavez WSNLA Executive Director The 2017 Trends are out! And, my official assessment is the nursery and landscape industry is poised nicely to benefit from the projected consumer buying and marketing trends! Here’s a few thoughts on why.

A SENSORY EXPERIENCE FOR YOUR CUSTOMER. See, taste, smell, touch and hear are our five traditional senses - and, gardens, landscapes and the in-store nursery experience delivers them all! Add the desire and need for people to experiece nature and connect with ‘wellness spots’ - voila’ - it is a formula custom created for our industry!

CONTENT MARKETING, SUBJECT MATTER EXPERTS & VIDEO! In 2017, embrace video as a part of your content marketing strategy. Be sure to integrate subject matter experts like Certified Porfessional Horticulturist or ecoPROs on your staff. Individuals with these professional certifications have proven knowledge and are a valued resource to your business. Assess your network of suppliers to find subject matter experts, Certified Professional Horticulturist and ecoPROs, as well! More education and resources are needed to serve the wide customer demographic our industry serves.

Position your business as a partner and resource while marketing your plants, products and staff expertise with video that also captures the beauty our industry offers!

POP-UP SHOPS & SUBSCRIPTIONS! I love these trends and they seem to be growing in more popularity every year. There are opportunities abound to secure return customers by incorporating these concepts into your business.

Finally... pantone has wrapped it all up nicely in a bow for us with their color of the year. And, with that I will leave you with only one word - GREENERY! Please enjoy this issue filled with trends, insights and ideas! I look forward to the continued innovation of our industry in 2017.

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EVENTS

Professional Development & Industry

JAN 10, FROM 4 - 7PM | SEATTLE CHAPTER EVENT: 2017 TREND FORECAST PANEL DISCUSSION Location: Sky Nursery in Shoreline

JAN 12, FROM 9:30AM - NOON | PLANT SOLUTIONS: FANTASTIC FOLIAGE!

Presenter: Richie Steffen, curator Elisabeth C. Miller Botanical Garden Location: Brightwater Treatment Plant in Woodinville Cost: WSNLA Member $30. Non Member $45.

Register at WSNLA.ORG. 2 CPH Credits Available. APLD Credits Pending.

JAN 26 & 27 | NORTHWEST GREEN INDUSTRY CONFERENCE.

Location: Semiahmoo Resort, Golf & Spa in Blaine.

Register at WALP.ORG. CPH, ecoPRO, LIC Credits Available. APLD Credits Pending.

FEB 7 | WSNLA & WALP LEGISLATIVE DAY Location: Capital Campus in Olympia

FEB 4 & 18 & MARCH 4 & 11, FROM 9am - 3pm | ORGANIC VEGETABLE GARDENING CLASS 2017: Gardens You Can Eat!

Location: Norm Dicks Government Center in Bremerton.

Cost: $150 for all four classes (includes class materials, Maritime Gardening Guide & resource guides) or $45 each class individually. Last day to register: January 13. For complete information and to register visit http://ext100.wsu.edu/kitsap/ or contact kitsapvegclass@gmail.com or (360) 337-7157. Scholarships are available. 5 CPH credits available per class. ecoPRO Credit Available.

FEB 9, FROM 10am - 2:30pm | WSNLA PROseries SUSTAINABLE LAND MANAGEMENT: PEER TO PEER LEARNING WORKSHOP

Location: Tacoma Location, TBA Earlybird before January 5: WSNLA Member $60. Non Member $75 After January 5: WSNLA Member $75, Non Member $90 Register at WSNLA.ORG. CPH Credits Available. 4 CPH and ecoPRO credits available.

FEB 22 - 26 | NW FLOWER & GARDEN SHOW

Location: Washington State Convention Center in Seattle.

Learn more at gardenshow.com.

FEB 28 | CERTIFIED PROFESSIONAL HORTICULTURIST PREVIEW EXAM.

Location: Lake Washington Institute of Technology in Kirkland Register at WSNLA.ORG

MARCH 2 | CERTIFIED PROFESSIONAL HORTICULTURIST PREVIEW EXAM Location: Valley Nursery in Poulsbo Register at WSNLA.ORG

MARCH 7 - 10 | ecoPRO TRAINING & EXAM. Location: Center for Urban Waters in Tacoma.

Cost: $350. Exam Only: $150.

MARCH 21 | CERTIFIED PROFESSIONAL HORTICULTURIST EXAM Locationa: South Seattle Community College in Seattle Register at WSNLA.ORG

WSNLA

Washington State Nursery & Landscape Association

2016 WSNLA OFFICERS Ingrid Wachtler, CPH, President Woodbrook Native Plant Nursery 253-265-6271 | woodbrk@harbornet.com Duane Job, President Elect Job’s Nursery 509-547-4843 | duanejob@gmail.com Lucinda McMahan, CPH | Vice President Lucinda’s Landscapes 425-773-4237 | lucinda31@comcast.net Bill Raynolds, My Garden, Treasurer 206-406-3487 | mygardennursery@gmail.com Tim Gray, Past President Pacific Stone Company 425-258-1911 | timg@pacificstoneco.com

WSNLA BOARD OF DIRECTORS Peter Van Well, III, Van Well Nursery 509-886-8189 | pete2@vanwell.net North Central Chapter President Scott Pringle, CPH, Paradise Lake Nursery 206-930-4132 | paradiselakenursery@gmail.com Northwest Chapter President

Megan Pulkkinen, CPH | Megan Pulkkinen Landscape Design 360-698-1865 | megancph@hotmail.com Olympic Chapter President Kirsten Lints, CPH, Gardens ALIVE Design 425-318-2971 | kirsten@gardensALIVEdesign.com Seattle Chapter President Toni Cross, CPH, Seasonal Color Pots 206-781-1060 | toni@seasonalcolorpots.com Design Caucus Chair Chris Smith | Lake Washington Institute of Technology 425-739-8424 | chris.smith@lwtech.edu Horticulture Educator Caucus Chair Mary Ranahan, Cedar Grove Composting 206-963-0428 | mary.ranahan@cgcompost.com Horticultural Supplier Caucus Chair Gregory Smaus, CPH, Native Root Designs 206-227-4458 | gregory@nativerootdesigns.com Landscape Caucus Chair Ben DeGoede, CPH, Windmill Gardens 253-863-5843 | info@windmillgardens.com Retail Caucus Chair Shannon Grina, CPH, Grina Landscape Design (425) 736-5170 | shannon99@comcast.net CPH Caucus Chair

Open Positions: -

Mt Rainier Chapter President Greenhouse Grower Caucus Chair Wholesale Grower Caucus Chair Out of State Caucus Chair Southwest Chapter President

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WSNLA 2017 Executive Officers

Washington State Nursery & Landscape Association

WORKING TOGETHER TO GROW MEMBER BUSINESSES & OUR INDUSTRY. “Before you are a leader, success is all about growing yourself.

When you become a leader, success is all about growing others.” ~ Jack Welch

Duane Job

Job’s Nursery, Pasco Nominated for WSNLA President

After being in the nursery industry for many years, I have a love of working with nature everyday. I have become a strong believer that in order to be successful in the landscape and nursery business, our customer has to be successful with products and services we provide. To help with this mutual success, we as an industry, need opportunities that WSNLA offers. I enjoy being involved with helping our industry and would like to continue, by serving on the board of the WSNLA. It is wonderful to be in the plant business and help people be successful and inspire others to garden!

Lucinda McMahan, CPH

Lucinda’s Landscapes, Mountlake Terrace Nominated for WSNLA President Elect

WSNLA is an excellent and supportive advocate for the green industry. I have enjoyed membership since graduating from the Lake Washington Technical College horticulture program back in 2011. Being a part of WSNLA, in a Board capacity, has been an honor and a great learning experience. I started on the Board as the CPH Certification Caucus Chair representing my passion for the CPH Certification program and the entire CPH Community. I have enjoyed the people I have worked with along the way and look forward to continuing these efforts.

As an estate gardener, I have leveraged my horticultural passion into the maintenance, container design, and overall care and land management of a large private estate. Recemtly, my husband Pat and became Grandparents. Each of our two boys and wives, blessed us with grandsons five months apart. I look forward to serving our industry and hearing from you in the coming year.

Mary Ranahan

Cedar Grove Compost, Seattle Nominated for WSNLA Vice President

I serve on the board because as a community of garden professionals it is important to stay engaged and knowledgeable as well as support this industry as a whole. I continue to be amazed by the commitment and passion of my peers and this drives me to continue to do more.

As WSNLA Vice President, I will work in good faith with my fellow board members and staff toward the achievement of the organization’s goals.

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Bill Raynolds

My Garden Nursery Bellingham WSNLA Treasurer

Currently serving second year of 2-year term After a lifetime (31 years) in international investment banking, I entered the crazy world of the retail nursery business. Fortunately I have a partner Jenny Gunderson who creates magic in the space that we call My Garden in Bellingham.

One of the key strengths that I have brought to the table in our business is an understanding of finance and how to maximize the usefulness of every dollar that our business generates.

My participation on the Board of Washington State Nursery and Landscape Association has been one of the highlights of my 13 years in the nursery business. This organization is made up of dedicated industry leaders who see the benefits of volunteering their time and efforts to further the growth and sustainability of WSNLA’s members.

I think that my contributions to WSNLA will be best utilized in the role of Treasurer where I will be able to assist in improving the organization’s financial footing and in clearly communicating WSNLA’s financial condition to the Board and its members.

Ingrid Wacthler, CPH

Woodbrook Native Plant Nursery Gig Harbor WSNLA Past President

Past President’s automatically transition into their position and serve a final year on the Executive Committee.

I joined the board when my WSNLA chapter needed a representative on the Board of Directors. Serving on the board has been interesting. The people I serve with are great and very committed to making the Association sound and meaningful. As President, I wanted to do my share to keep things going in the right direction and help make decisions that will sustain and grow WSNLA.

IS SERVING ON A NONPROFIT BOARD RIGHT FOR YOU? Most of us reach a point in our careers where we need a new challenge. A little change once in a while spices up our lives and motivates our work. What better way to introduce change than to inspire change by serving on a nonprofit board? Nonprofit board members witness the social impact of their great causes while also offering advice, oversight and support. Read on to learn about an array of benefits that come with serving on a nonprofit board.

BENEFITS OF SERVING ON A NONPROFIT BOARD BROADEN YOUR CONNECTIONS AND BUILD VALUABLE NETWORKS.

Nonprofit boards tend to attract accomplished, interesting people. By working on issues that you care about and earning a good reputation in the process, you’ll build valuable relationships with fellow board members and the organization’s donors. Serving on a board welcomes you to a myriad of people seasoned in the nonprofit sector. This makes you an eye-catching candidate to larger or corporate boards seeking members with useful networks.

ROUND OUT YOUR RESUME.

While everyone is busy vying for the top corporate board positions, stand out from the crowd of hopefuls, by serving on a nonprofit board. Serving on a nonprofit board lets you prove yourself as a leader while helping the board strategize. The experience and boardroom credibility you gain make a great stepping stone to other leadership and management positions.

GAIN EXPERTISE ON COMPLEX ISSUES THAT ARE INTEGRAL TO BUSINESS AND THE ECONOMY.

Nonprofit board members gain expertise on salient issues such as community development, education, industry issus and the environment. Such expertise often proves a valuable tool in future business opportunties. And familiarity in these fields sharpens your business acumen, helping to improve the boards you already serve and solidifying your reputation as a valuable leader.

MAKE AN IMPACT.

Nonprofits lead by a social value or mission and work to make a significant impact in the world. Whether the mission is to provide school supplies to homeless children or to train shelter dogs to become companions for seniors, channeling your productivity into a cause that is meaningful for you is intrinsically rewarding.

SOURCE: GreatNonProfits.org

GROW 365 © Garden Media Group

THE KITCHEN GARDEN AND THE KITCHEN COUNTER are not the only places plants will pop up in 2017. In coming years, people will “Grow 365” indoors and out – anything, anywhere.

By making gardening a healthy lifestyle choice, anyone can integrate nature into their lives and enjoy the health benefits of growing 365 days-a-year.

Garden Media’s 2017 Garden Trends Report reflects people’s desire to bring health and wellness into their everyday lives all year long.

CLEAN, HEALTHY LIVING is also driving changes in the lawn and garden industry.

A growing number of American consumers describe themselves as “health conscious” or “ingredient sensitive,” and a majority say they pay close attention to the ingredients in the food they buy.

Demand for clean food, clean water, clean air, clean medicine and clean environments is dramatically shifting how people buy plants and products, and garden both inside and out.

Challenges to gardening outdoors – severe climate conditions, contaminated water, soil infertility and pests – make gardening indoors a growing opportunity.

As mainstream consumers grow food indoors, indoor gardening is redefined.

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Five million of the six million ‘new’ gardeners last year were 1834 year olds, according to the 2016 National Gardening Report.

And the “canna-business” sweeping the U.S is giving this medicinal plant an upscale makeover and moving it out of the closet and into the living room – and the garden.

THESE INNOVATIONS DRIVE the important Millennial market force that wants to grow their own food, teas, cocktails, beer and medicine.

Five million of the six million ‘new’ gardeners last year were 18-34 year olds, according to the 2016 National Gardening Report.

Two new national organizations are cultivating the love of gardening and value of plants. One will increase the number of people who garden and the other will drive interest in careers in horticulture.

Now more than ever, growing 365 days-ayear is growing the gardening industry.

For Garden Media Group’s complete 2017 Garden Trend Report that includes more insight, analysis and statistics, visit gardenmediagroup.com. It can also be found at WSNLA.ORG by selecting “Latest News’ found under the Resource tab.

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WELLNESS HOTSPOTS From garden therapy and forest bathing to soundscaping and workplace culture, healthy is the new wealthy.

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TIDY GARDENS “Keep only those things that speak to your heart. Then take the plunge and discard all the rest. By doing this, you can reset your life and embark on a new lifestyle.”

- Marie Kondō, The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing

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New technology makes growing 365 days-a-year, easy, affordable and convenient.

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BUZZ OFF! The scare of the Zika virus and other mosquito-borne diseases combined with the demand to be chemical free is driving people to look for ways to control mosquitoes naturally.

Using nature to help keep your yard insect free is economical, educational and fun and doesn’t harm the environment.

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GOLDEN AGE Gold is now the ‘metal of the moment.’

Metallic materials and textures have been trending in home décor for years and 2017 shows them melting into the outdoors as well.

© 2016 Garden Media Group

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© 2016 Garden Media Group

The world isn’t just at our fingertips — it’s racing toward our front door.

© 2016 Garden Media Group

GOLDEN AGE

TIDY GARDENS

© 2016 Garden Media Group

UBER-IZING GARDENING

© 2016 Garden Media Group

BUZZ OFF!

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WELLNESS

UBER-IZING

As consumers continue to demand clean products and clean food, they are turning more and more to growing free of synthetic chemicals and growing indoors without dirt.

GARDENING LOVE

CLEAN GARDEN

CLEAN GARDENING

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GARDENING LOVE Creating a gardening culture in the United States is a trend among industry professionals.

Two major organizations unite the industry professionals, scientists, extensions and NGOs to increase awareness that gardening is important to create a healthy life, healthy community and healthy world.

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VIRTUAL EXPERIENCE ECONOMY.

Iconic technologist Kevin Kelly has observed that the maturing of VR, AR and MR* technologies heralds a fundamental shift: from an internet in which information is the basic unit of currency, to one in which experiences are.

We won’t argue. But we’ll add that those digital experiences will quickly come to carry a status-weight equal to ‘real’ experiences, if not become more sought-after and prized.

SOURCE: Trendwatching.com

BRANDS EXPAND LOCATIONS & POP-UP STORES

Brands will continue to open their own locations. This concept holds undeniable appeal for any brand that wants to tell its story (not to mention control its sales, inventory, and service ethos) in a way that many department stores are simply unprepared to do. For online-only brands retailers, a pop-up storefront offers an opportunity to connect with customers face to face.

SOURCE: business2community.com

THE CONSUMER EXPERIENCE IS A SENSORY EXPERIENCE

The customer experience is all-encompassing. A store today isn’t just about the products and service you expect to find there—its look, feel, and, increasingly, its aroma are all key brand markers. Proprietary scents are being created for specific brands and retailers and, beyond the brick & mortar applications, they will carry forward to the packaging of online purchases; consumers will recognize the brand before they even open the box. Lighting, color, scent, texture, sound, and taste will all become an integral part of the competitive differentiator.

SOURCE: business2community.com

SUBSCRIPTION SERVICES WILL CONTINUE TO CHANGE HOW COMPANIES DO BUSINESS. Companies such as Harry’s and Dollar

Shave Club have become fierce competitors to Gillette, a division of Procter & Gamble. Shavers, razor blades, and shaving creams arrive automatically and are specifically tailored to a consumer’s individual preferences. This is built-in repeat business and what more could any retailer ask for? In addition to consistently selecting and sending only the right stuff, astute subscription services such as Trunk Club, Birchbox, and Loot Crate utilize innovative, distinctive packaging that enhances the customer experience.

SOURCE: business2community.com

Subject Matter Experts Become The New Rainmakers Subject matter experts who understand and can help guide the sales process drive growth in top performing business-to-business (B2B) companies.

Consider three different buying personas: an order taker, a salesperson, and a subject matter expert (SME). The order taker merely takes an order, and provides a price and delivery schedule.

That function can be easily performed by Amazon (often with better results).

Of the remaining two personas, which one would you want to encounter as a customer? Would you want the person with a mission to sell something to you, or the expert who you might be willing to pay to meet with because of their deep expertise?

When I present these options to executives, they often resist the notion of meeting with a salesperson, but would willingly meet with the SME to gain insight.

Whereas you can hire new salespeople right out of college, SMEs can be harder to scale. However, most organizations have a stable of SMEs who currently do not play a role in growing revenue.

The best organizations offer integrity-based sales training to build a sales culture within the organization and empower the SMEs as keys to growth.

Businesses used to throw bodies at sales goals, and accepted that most of the people would fail.

With SMEs, businesses place a premium on proper lead qualification and narrow focus on the right opportunities to make efficient use of scarce, yet highly effective resources. SMEs won’t tolerate wasting time pursuing bad opportunities.

SOURCE: forbes.com

Market to Customer – especially Millennials – In-store.

With 80% of millennials using their phone in-store and 74% of millennials willing to receive location-based mobile alerts, marketers have a tremendous opportunity to provide relevant offers to their customers directly on their phones. For example, Target’s rewards app presents offers to customers as they walk through their stores’ various departments.

With advancements in beacon technology, marketers can place precisely relevant offers directly in the hands of their customers.

SOURCE: thedma.org/blog/data-driven-marketing/7-trends-that-should-shapeyour-2017-marketing-budget/

Invest Big on Social Analytics, Then on Social Budgets.

Last week, The Data & Marketing Association (DMA) reported that social media in still in its infancy. Before anyone gives us credit for provocative perspectives, we’re somewhat stating the obvious about the great opportunities still presented by social media. 70% of companies are still not collecting data from social media channels. This gap will close this year given that 47% of marketers say that social channels offer the greatest opportunities in the next two months. That’s compared to 37% who see email and websites as the hotbed of opportunity followed by 26% for SEO. They’re backing up those expectations with their budgets. According to the DMA SFB, social media will grow to 24% of marketing budgets within five years, up from 10% today.

SOURCE: thedma.org/blog/data-driven-marketing/7-trends-that-should-shapeyour-2017-marketing-budget/

Double Down on Video.

Video rules, and it’s taking over the social media landscape with 4 times as many consumers preferring digestible video content over text. Marketers are picking up on the trend as well, with 69% of marketers saying their budget on video content is “increasing” or “significantly increasing.”

Another accelerator of video is the explosion of programmatic video, projected to be 2/3 of total digital video spending in the U.S. by 2019.

Marketers that bet and budget right will outpace their competitors in delivering ads that are more timely, relevant and responsive to consumer interests.

SOURCE: thedma.org/blog/data-driven-marketing/7-trends-that-should-shapeyour-2017-marketing-budget/

Experiment with Livestreaming Video & Visual Storytelling.

Video connects immediately to the viewer, conveying emotion and a message that often is far more memorable than static words in a newsfeed.

Livestreaming video allows you to do this all on the fly. Consider the popularity of video-sharing sites such as YouTube. More than 1 billion people use YouTube on a regular basis, a number that has increased about 40 percent since March 2014.

Facebook got into the act in a big way in April when it launched Facebook Live. The tool puts broadcast capabilities at the fingertips of everyone who uses the world’s biggest social-media network. In October, Facebook followed up with an international ad campaign to help raise awareness of how the new feature works. All of the campaign’s content was shot using Facebook Live and a phone. The demonstration was a highly effective way to showcase how the new feature allows anyone to create content, from virtually anywhere.

SOURCE: www.entrepreneur.com/article/284525.

More 2017 Business Trend Insights on page 14.

GREENERY

PANTONE COLOR OF THE YEAR

2017

A refreshing and revitalizing shade, Greenery is symbolic of new beginnings.

Greenery is a fresh and zesty yellow-green shade that evokes the first days of spring when nature’s greens revive, restore and renew. Illustrative of flourishing foliage and the lushness of the great outdoors, the fortifying attributes of Greenery signals consumers to take a deep breath, oxygenate and reinvigorate.

Greenery is nature’s neutral. The more submerged people are in modern life, the greater their innate craving to immerse themselves in the physical beauty and inherent unity of the natural world. This shift is reflected by the proliferation of all things expressive of Greenery in daily lives through urban planning, architecture, lifestyle and design choices globally. A constant on the periphery, Greenery is now being pulled to the forefront - it is an omnipresent hue around the world.

A life-affirming shade, Greenery is also emblematic of the pursuit of personal passions and vitality.

What is the PANTONE Color of the Year?

A symbolic color selection; a color snapshot of what we see taking place in our global culture that serves as an expression of a mood and an attitude.

SOURCE: www.pantone.com/color-of-the-year-2017 Washington State Nursery & Landscape Association - 13

Increased Focus on Customer Experience.

WHY BE ecoPRO CERTIFIED? STAND FOR EXCELLANCE in sustainable landscape management HAVE A POSITIVE IMPACT on our Washington environment & communities.

INCREASE YOUR CREDIBILITY among your peers, customers and clients.

INCREASE MARKETING OPPORTUNITIES for your firm and personal career growth.

Customer experience is the heart of marketing for every industry. While it has always been a marketing focus, today’s businesses—at least the successful ones—have embraced customer-centric philosophies to create effective marketing strategies and positive digital transformations.

SOURCE: forbes.com

Go Native or Go Home.

Joe Pulizzi, a self-proclaimed content-marketing evangelist, calls native advertising the “gateway drug” to content marketing. If you’re smart, you’ll jump on the native-marketing train: Spending on these ads will reach $7.9 billion this year and $21 billion by 2018. Native advertising is expected to expand across numerous online platforms.

Marketers love this form of paid media because it fits organically. Native advertising doesn’t disrupt the user experience, so users can’t differentiate between what is paid advertising and what is part of the site.

The content usually is useful, interesting and targeted to a specific audience -- all of which makes it one of the best platforms to launch any marketing campaign.

SOURCE: entrepreneur.com/article/284525

NEXT TRAINING & EXAM March 7 - 10, 2017 Location: Center For Urban Waters Tacoma Training & Exam: $350 Exam Only: $150 Retest: $75

Purpose Driven Marketing & Data Driven Marketing.

Purpose Drive Marketing One of the most effective ways to extend your story is to give it a feelgood element. Brands that partner with nonprofits or charities, or set up internal programs that “give back” in some way (TOMS shoes comes to mind) have a much stronger presence because their story resonates with the hearts of consumers.

Data Driven Marketing There are two types of marketers: those who want to use what’s popular and those who use what works, regardless of whether it’s popular or not.

Data tells you what’s really moving the needle, and the truth is that every marketer needs to be conscious of it. If you aren’t fluent in Facebook ads and conversion ratios, for example, then you’re missing a crucial part of every marketer’s essential toolbox.

SOURCE: forbes.com/sites/ajagrawal/2016/12/15/17-marketing-trends-to-watchout-for-2017/2/#4f9ac55d76e6 14 - The B&B Magazine 30 - The B&B Magazine

Bugs & Blights

SHARON J. COLLMAN | WSU SNOHOMISH COUNTY EXTENSION

Boxwood Blight has been confirmed from a boxwood plant found in King County

by Jenny Glass, WSU Plant Pathologist at WSU-Puyallup Plant Clinic. There are a number of boxwood problems that are present in winter. Being able to distinguish Boxwood Blight from other diseases or cultural problems will inform your decisions in how to manage the problem.

(TOP TWO & MIDDLE LEFT) Spots on leaves and stems; bare dead twigs with lesions.

Photos by Luisa Santamaria, OSU Plant Pathologist

Boxwood Blight is caused by the fungal (LEFT) Lookpathogen Calonectria pseudonaviculata alikes include Also called Cylindrocladium Volutella leaf pseudonaviculatum or C. buxicola. It and stem blight has several common names as well.

Photo R. Symptoms are characterized by circular Spots on leaves and stems; bare dead twigs with lesion Byther fungal leaf spots with brown to purplish Spots on leaves and stems; bare dead twigs with lesions. Photos by Luisa Santamaria, OSU Plan border. These may fuse and infect the (BELOW) Winter entire leaf. Leaves may also die if the scorch common fungal spot develops on the stem cutting on boxwood. off the supply of water and nutrients to Examine leaves the leaf. Where leaves don’t show the and stems distinctive leaf spots, look for stem spots which will be or cankers below the damage. Excessive lacking in signs leaf drop and twiggy plants with bare or symptoms of stems are also characteristic. diseases.

Here is a list of resources for further information:

Photo SJCollman

- An excellent and detailed publication

by Dr. Luisa Santamaria, OSU Plant pots on leaves and stems; bare dead twigs with lesions. Photos by Luisa Santamaria, OSU Plant Pathologist Pathologist provides good photos and descriptions as well as cultural prevention techniques. (http://oregonstate.edu/dept/ Look-alikes include Volutella leaf nurspest/boxwood_blight.html)

Winter sco and stem blight (L), common (Photo R.on Byther) will be lack Winter scorch boxwood. Examine lea - The PNW Plant Disease Handbook (also and stem blight (L), (Photo R. Byther) will be lacking in signs or symptoms of diseases. P

are dead twigs with lesions. Photos by Luisa Santamaria, Plant Pathologist Look-alikesOSU include Volutella leaf on line at https://pnwhandbooks.org/ plantdisease/host-disease/boxwoodbuxus-spp-box-blight) provides additional information and lists of pesticides registered to protect boxwood during warm humid weather.

- More extension sites (note not all the information/registered chemical management options listed may be applicable to situations in WA): - https://pubs.ext.vt.edu/PPWS/PPWS29/PPWS-29-pdf.pdf - https://extension.umd.edu/hgic/ invasives/boxwood-blight - http://massnrc.org/pests/ pestFAQsheets/boxwoodblight.html ook-alikes include Volutella leaf

Winter scorch common on boxwood.

Examine leaves and stems which leaf Winter scorch common on boxwood.

Examine leaves and stems which nd stem blight will (L),be (Photo willofbe lackingPhoto in signs or symptoms of diseases. Photo SJCollman . Byther) lackingR.inByther) signs or symptoms diseases.

SJCollman Washington State Nursery & Landscape Association - 15

INDUSTRY NEWS In Memory Of

Farm Bill Pest and Disease Funding Targets Horticulture Priorities On December 13, Agriculture Secretary Tom Vilsack announced that the U.S. Department of Agriculture’s (USDA) Animal and Plant Health Inspection Service (APHIS) is allocating nearly $58 million Section 10007 of the 2014 Farm Bill to support 513 projects with partners in 53 states, territories, and the District of Columbia. These projects aim to prevent the introduction or spread of plant pests and diseases that threaten U.S. agriculture, horticulture, and the environment, and to ensure the availability of a healthy supply of clean planting stock.

Ernst “Ernie” Johann Schuster, age 84, passed away on September 25, 2016 in Kirkland Washington. Ernie is survived by his wife Ann; his sons Paul (Tracy) and Mark (Amanda); and his grandchildren Lucas and Katie.

“Since this unique Farm Bill program’s inception, AmericanHort and our Horticultural Research Institute foundation have worked diligently to ensure that horticulture industry priorities receive the attention they th , passed away on September 25 , 2016 in Kirkland Washington. deserve,” said Craig Regelbrugge, Ernie was born in Wilhelmshaven, ons Paul (Tracy) and Mark (Amanda); and his grandchildren Lucas AmericanHort senior vice president for Germany where he lost his parents, Paul and Kathe Schuster, as a young advocacy and research. “The 10007 teen during WWII. He was then program has become a major tool apprenticed the nursery industry many where he lost into his parents, Paul and Kathe Schuster, as a for pest prevention and mitigation and subsequently migrated to Sweden, solutions,” he added. apprenticed into the nursery industry and subsequently migrated then onto Canada and eventually to his ntually toadopted his adopted country of the States.

United States. Nine months country of the United In FY 2017, the Horticultural Research and was Nine mademonths a photographer captured military gear. After his later he wasofdrafted Institute will receive $105,600 in funding into of thehis USlife, Army andBerger, was made ried the love Ann anda began their year the Systems Approach for to57 advance photographer of captured military Vibert Nursery (now Vibrant Plants) in Woodinville, WA. Ernie and pilot program, a Nursery Certification gear. After his honorable discharge, he cooperative effort of the National Plant usiness tomet their son, Mark.the love of his life, and married Board, industry, and USDA-APHIS. Ann Berger, and began their 57 year ed father and business owner, Ernie blessed to have landed in marriage raising a family and felt building Vibert Nursery Vibrant and Plants) in He will Some ities to build a solid life(now for himself family. beadditional deeply priority projects funded Woodinville, WA. Ernie and Ann retired that are of direct interest to the industry in 1995 after selling the business to their include: son, Mark.

A world traveler, adventurer, dedicated father and business owner, Ernie felt blessed to have landed in America and been given the opportunities to build a solid life for himself and family. He will be deeply missed by all who knew him.

16 - The B&B Magazine

· Roughly $700,000 in funding for coordinated projects to address the threat of boxwood blight, Calonectria pseudonaviculata;

· $185,000 in funding for two projects addressing downy mildews; · $116,000 in industry-relevant pollinator projects; · Nearly $700,000 for work addressing Phytophthora ramorum and a newer emerging threat, P. tentaculata.

This funding includes program support for the National Ornamentals Research Site at Dominican University of California (NORS-DUC), a unique facility that enables regulated Phytophthora work to be undertaken in a nursery-like environment; · $55,000 for developing best management practices to address crown gall of Loropetalum, an emerging disease threat; · $84,000 to support continued development of the Plant Risk Analysis (PRE) tool for evaluating a plant’s invasiveness potential. HRI had provided early funding for this project.

Finally, $4.6 million in funding will go to 22 centers that are part of the National Clean Plant Network (NCPN). NCPN supports the safe importation, pathogentesting, and release to the private sector of propagative material including stone and pome tree fruit, citrus, grapes, berries, roses, hops, and sweet potatoes.

“This program is a crown jewel of the Farm Bill and a great example of what’s working well,” said Michael Frantz, Frantz Wholesale Nursery, CA and a member of the AmericanHort advocacy and public policy committee. “It will remain a top-of-list priority for AmericanHort as Congress begins to consider the next Farm Bill.”

Minimum wage climbing to $11 in 2017 as a result of November election The minimum wage in Washington will increase to $11 an hour starting on Jan. 1, 2017. Since the recent election, the Department of Labor & Industries has received scores of calls asking for clarity on the details of the new law.

The new minimum wage, a result of the passage of Initiative 1433, applies to all jobs, including those in agriculture.

Workers under 16 years old can be paid 85 percent of the adult minimum wage, or $9.35 per hour, in 2017. In addition to minimum wage, the initiative addresses paid sick leave.

wage and their rights as workers.

Employers are required to post L&I’s “Your Rights as a Worker” poster in the workplace. The poster has general information about employment issues.

An optional, minimum-wage poster is also available for employers. Both are free from L&I.

L&I enforces the state’s wage-andhour laws. The agency investigates all wage-payment complaints. More information on Washington’s minimum wage is available on L&I’s wage and hour webpage. Employers and workers may also call 360-902-5316 or 1-866-2197321.

Seattle, Tacoma, and the City of SeaTac have higher minimum wage rates for 2017. For employers in those areas, the local minimum wage rate will apply as long as it is higher than the state minimum. The new law does not change minimum wage exemptions or regulations regarding overtime pay.

Since 1998, L&I has been responsible for calculating the state’s minimum wage each September. Under Initiative 1433, the minimum wage will increase to $13.50 by 2020. L&I will resume calculating the minimum wage for calendar years 2021 and beyond.

Paid sick leave starting in 2018 Along with increasing the state minimum wage, the initiative requires employers to provide paid sick leave starting Jan. 1, 2018.

Under the initiative, L&I must adopt rules to enforce the new requirement, including, “…procedures for notification to employees and reporting regarding sick leave, and protecting employees from retaliation for the lawful use of sick leave…”

The official rulemaking process, which will include public comment opportunities, will take place in 2017.

Interested parties can sign up for updates on the process on L&I’s Employment Standards Program listserv (Lni.wa.gov/ Main/Listservs/WRWageHour.asp).

Worker rights L&I provides materials to help employers inform workers about the minimum

www.BIRINGERNURSERY.com

MUKILTEO CEDAR PRODUCTS Wholesale to the Trade 425-353-1382

M A D E I N T H E U S A

“CEDAR-TIqUE COLLECTIOn” Mukilteocedar@aol.com

2016 WSNLA Chapter Activities Mt Rainier Chapter

For more information or to be added to the email list to receive chapter meeting notice announcements, contact Ingrid Wachtler, Woodbrook Native Plant Nursery at woodbrk@harbornet.com.

Northwest Chapter

For more information or to be added to the email list to receive chapter meeting notice announcements, contact Toni Cross, CPH at toni@seasonalcolorpots. com.

Olympic Chapter

For more information or to be added to the email list to receive chapter meeting notice announcements, contact Gayle Larson, CPH at dancingravendesign@ gmail.com

Seattle Chapter

For more information or to be added to the email list to receive chapter meeting notice announcements, contact Kirsten Lints at Kirsten@gardensALIVEdesign. com.

Host or Sponsor a Chapter Meeting Hosting a chapter meeting at your business is a great way to introduce your plant availability, products and services to potential clients and customers. By inviting nursery and landscape professionals to your business site, it provides an opportunity to share your expertise and build valuable relationships to grow your business.

WSNLA MARKETPLACE

JOB OPPORTUNITIES

CHECK OUT THE WSNLA ONLINE CAREER CENTER AT WSNLA.ORG EVEN MORE JOB OPPORTUNITIES!

Magnolia Garden Center, a charming, urban Garden Center, is looking for an experienced nursery person who loves and knows annuals and perennials and is ready to move into a buyer position. This is a mostly outdoor job that requires an energetic, artistic person to order plants, help customers and stock and maintain incoming merchandise. Helping with plant selection, trouble-shooting problems and suggesting remedies and occasional planting for customers are just a few of the duties. You will also collaborate with other departments in creating fabulous displays that will inspire and delight customers and maximize sales. We are very hands-on with our beloved customers, so being naturally friendly and outgoing is important. At least one to two years nursery experience preferred. CPH or Hort education a plus.

Weekend work required. For more about this position and how to apply, visit the WSNLA Career Center at WSNLA.ORG.

LANDSCAPE GENERAL MANAGER - SIMPLY YARDS. Qualifications: Bachelor’s degree in Business Administration, Landscape Architecture or Horticulture, or at least 5 years related work experience. Education or background in a landscape-related field, preferably horticulture. Bi-lingual English/ Spanish strongly preferred, including ability to read, interpret and translate documents and verbal presentations Primary Responsibilities: Work closely with maintenance, landscape, and irrigation crews to ensure all services are performed according to contract specifications, on a budget, according to schedule and with a high standard of quality. Utilizing a vast knowledge of the proper maintenance and care of turf, shrubs, trees, perennials, annuals, and prevention and irradiation of invasive species. Direct supervision of 20 employees. Training, planning, assigning and directing work. Problem resolution.

Depending on the season, this position includes 40+ hour work weeks, but a capacity and willingness to work long hours on given days will be required. Must have the ability to schedule work efficiently, work quickly, and produce quality work. Ability to lift 40 pounds or more is required. For more about this position and how to apply, visit the WSNLA Career Center at WSNLA.ORG.

PLANTS & TREES AVAILABLE HOLLAND-AMERICA NURSERY. Now Available: Van den Akker weeping Alaska cedar 6’ thru 10’. Snowberry 1 gal. & 2 gal. Thuja plicata zebrina 5 gal. Red twig dogwood 1gal. Mahonia aquifolium 1 gal & 2 gal. Mahonia repens 1 gal & 2 gal.

Mahonia aquifolium 5 gal. Rosa nutkana 1 gal. Rosa Rugosa 1 gal. English laurel 2 gal. & 5 gal. b&b. List available. (360) 794-6549, or akker4@gmail.com.

Specimen Street and landscape Trees in large Root Control Bags. Year around availability, easier shipping, handling and establishment. Mount Vernon. (360) 428-5810. www. urbanforestnursery.com.

WSNLA MEMBER. PLACE A LISTING IN THE WSNLA MARKETPLACE - Promote your job openings, plants and trees for sale, and other classified listings! Your listing will be shared with over 2000+ nursery and landscape professionals. Email your copy to breanne@ wsnla.org.

Washington State Nursery & Landscape Association 34400 Pacific Hwy S., Ste 2 Federal Way, WA 98003

builders of quality

greenhouses and structures

Address Service Requested

call for current greenhouse prices and a catalog Wire Lock Complete $12.54 - 12’

GROUND COVER 3.2 OZ. 6x300

$109.00

10x300

$183.00

12x300

$218.00

15x300

$271.50

1/31/2017 prices good thru 9/30/16

Corrugated Poly Carbonate Twinwall Poly Carbonate 4’ Wide Sheets 8’ ... $52.80

14’ ... $ 92.40

10’ ... $66.00

16’ ... $105.60

12’ ... $79.20

24’ ... $158.40

4.25’ Wide Sheets 8’ ... $32.64

14’ ... $57.12

10’ ... $40.80

16’ ... $65.28

503-678-2700 12’ ... $48.96 800-347-2701 (outside OR) Fax 503-678-2789 www.ovg.com * ivans@ovg.com 20357 Hwy 99E * Aurora, OR 97002

24’ ... $97.92