Young Voices: Too Small to Fail

Josh Stephens

The costs of the inputs for greenhouse growers are at an all-time high, yet many of those growers are demanded to lower costs. Just like every other industry, over the past decade the horticulture industry has seen drastic changes across the board. The once preferred mom-and-pop locations are slowly fizzling out. They were the heartbeat of our industry; a place you could literally feel the passion the moment you arrived. The reality is small growers worldwide are now turning off the heaters and closing the doors because they simply can no longer be competitive. It’s a sad ending to a once beautiful story. Growing up on our small family farm with an even smaller greenhouse operation, I know this story all too well.

In the past, these small operations had a niche market, offering higher-quality genetics, produced at an even higher quality. With big box stores now adopting similar marketing methods and with the quality of genetics increasing every day, the days of these small growers marketing higher quality plants are coming to an end. That doesn’t mean your business has to come to end, though. Keep offering the one thing large box stores don’t have—your relationship. Create relationships with your customers that are based on trust and dependability, something a large store cannot offer. You have a wealth of information accumulated from years of hands-on growing and face-to-face interaction with customers. Use this information to your advantage. Sure, the cashier at that large store knows the name of the plant (after she scans the tag), but you know everything about that plant like the back of your hand.

Do you sell bread, hammers, socks and vitamins? No? So you’re never going to be a “convenience” to your customers and that’s okay. So you have to make yourself a “destination.” You never hear moms bragging about going to the grocery with the kids, but what if she brought them to your store? You could entertain her kids with fun plant facts, maybe have a kids coloring corner, all while mom shops. Did you just become mom’s peaceful getaway? I think so! If you can spark an interest in the children then you’ll be very appealing to their parents (the ones spending the money). You’ll also be educating your future customers. Becoming a destination will be different for everyone, so take a step back and think how you can change. Always remember, no one wants to be just another place to buy flowers.

The demographics of the consumer are changing. The Baby Boomer generation is continually declining, which has caused the smaller Generation X, and the much larger Generation Y to become some of our top shoppers. Who are these 40-, 30- and 20-something-year-old people walking around your greenhouse, many with a couple of kids? They’re your new customers, so get used to them. This means you’ll have to change your marketing approach and revamp your customer-education programs (if you have any). This generation becomes very loyal to products that win them over (think the iPhone), but not before they’ve had a chance to search the Internet and become thoroughly educated on the product.

The older generation bought plants because they were new, pretty or because they hadn’t grown them before. This new generation buys plants that they feel confident in not killing. Hence, why big box stores stock so many cacti. Give them a shopping experience they’ll never forget and send them home with the products and information to be successful—because if they’re not successful, they’re probably not going to return.

Our world is changing faster than we can comprehend. Luckily for the horticulture industry, it’s really only just beginning, so there’s still time to jump on board. Don’t be afraid to try new things. Some will succeed and some will fail. It’s okay to fail, learn from your mistakes and move forward.

To all of the small operations still out there, I applaud you. You’re a dying a breed. However, there’s still hope if you’re willing to adapt. One of the greatest feelings in the world is running your own business—don’t let anyone take that from you. Don’t give up, don’t back down. GT

Josh Stephens works for Ball Horticultural Company in West Chicago, Illinois.