Source: UNIVERSITY OF FLORIDA submitted to NRP
MANAGING AND MARKETING ENVIRONMENTAL PLANTS FOR IMPROVED PRODUCTION, PROFITABILITY, AND EFFICIENCY
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
HATCH
Reporting Frequency
Annual
Accession No.
0209871
Grant No.
(N/A)
Cumulative Award Amt.
(N/A)
Proposal No.
(N/A)
Multistate No.
S-1021
Project Start Date
Oct 1, 2005
Project End Date
Sep 30, 2010
Grant Year
(N/A)
Program Code
[(N/A)]- (N/A)
Recipient Organization
UNIVERSITY OF FLORIDA
G022 MCCARTY HALL
GAINESVILLE,FL 32611
Performing Department
FOOD & RESOURCE ECONOMICS
Non Technical Summary
The environmental horticulture industry is one of the most rapidly growing sectors of agriculture in the US. However, this industry is not fully supported by statistical programs as are other sectors of agriculture. Productivity and profitability in the industry varies greatly, depending upon management skill. Information on industry trends is needed by firms for more effective management and marketing. The purpose of this project is to improve management and marketing in the environmental horticulture industry to achieve greater productivity, profitability and sustainability.
Animal Health Component
80%
Research Effort Categories
Basic
20%
Applied
80%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
60121103010100%
Knowledge Area
601 - Economics of Agricultural Production and Farm Management;

Subject Of Investigation
2110 - Ornamental trees and shrubs;

Field Of Science
3010 - Economics;
Goals / Objectives
This project seeks to support the environmental horticulture industry in Florida and the United States, to acheive greater productivity and profitability through better management and marketing.
Project Methods
Documentation and analysis of trends in the environmental horticulture industry will be accomplished through periodic surveys of industry firms (National Nursery Survey). Analysis of economic impacts will be accomplished through survey research, together with regional economic models (Implan). Improved management of firms will be addressed using financial benchmark analysis with an internet-based tool (http://hortbusiness.ifas.ufl.edu/hortnba).

Progress 10/01/05 to 09/30/10

Outputs
OUTPUTS: My research in this area has sought to document the market structure, business practices and regional economic impacts in this industry in order to provide better market information for industry managers and allied professionals. My work under this project during FY 2005-10 included the following principal research and extension activities: Developed an internet-based system for automated data collection and analysis of financial benchmarks (financial ratios) and production efficiency indicators for wholesale plant nurseries, as a guide for business management, planning and investment. (https://hortbusiness.ifas.ufl.edu/analysis). Began development of a web-based system for simulation of container nursery crop production, management practices, and cost analysis (with Tom Yeager). Designed and implemented the National Nursery Survey for 2008/09, with a total of 3,041 valid responses received, representing all 50 states, and total sales of $4.97 billion reported. Resulted in a Southern Cooperative Series Bulletin, and journal article (accepted). Performed an analysis of regional nursery production and marketing practices in the U.S. using data from the 2004 National Nursery Survey, which resulted in two journal articles published in HortScience. Conducted a survey of the Florida landscape services industry, under grant from the Florida Nursery Growers and Landscape Association, to document wages paid for various positions, benefits provided, workforce characteristics and industry labor management issues. Completed project to update economic impact estimates for environmental horticulture industry in Florida in 2005, under sponsorship of the Florida Nursery Growers and Landscape Association. Report was published as peer-reviewed journal article and as extension electronic document in the proceedings of the Southern Nursery Association Research Conference. Completed an economic impact study of the turfgrass and lawncare industries in the U.S., published in HortScience. Conducted a series of workshops on risk management for owners, managers and allied professionals in the nursery, greenhouse and landscape industry (jointly with J. Haydu, C. Hall and L. Crane). A total of over 200 participants attended 20 workshops in 11 states in 2007-08. Workshops consisted of 4 hours of programming on risk identification, financial management, marketing and crop insurance, by panelists, respectively. Workshop participants received a large notebook with copies of presentations, and a 96 page publication entitled the "Green Industry Risk Management Guide" developed with contributions from extension educators across the southern states; 15,000 copies of this publication were printed and distributed. A total of 41 research reports and articles were published in scholarly journals and trade magazines (see complete listing below), and a numerous invited presentations on issues of horticulture economics/management at academic conferences and meetings of industry stakeholder groups. PARTICIPANTS: Bridget Behe, Michigan State University Susan Barton, University of Delaware Jennifer Dennis, Purdue University Charles Hall, Texas A&M University Marco Palma, Texas A&M University John Brooker, University of Tennessee John Haydu, University of Florida Paul Fisher, University of Florida Tom Yeager, University of Florida Mark Teffeau, American Nursery and Landscape Association, Horticultural Research Institute Ben Bolusky, Florida Nursery Growers and Landscape Association TARGET AUDIENCES: Nursery and greenhouse owners and managers Nursery and landscape industry associations Extension county agents and specialists PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
Managers in the industry generally do not have formal training in business management or marketing, leading to sub-optimal business performance. There is also a lack of public information available on market characteristics and typical costs and returns, which is necessary to inform rational investment in the industry. This project provides industry managers, allied professional and investors with training on basic principles of management and marketing, and research-based information on industry trends and characteristics. The project also educates wholesale nursery owners and managers on the use of financial benchmarks or indicators for evaluation of business performance in relation to industry norms in terms of profitability, financial solvency, liquidity, productivity and efficiency, and analysis of costs of production for individual nursery products in order to establish appropriate pricing and product mix. According to testimonials by participants, this program has enabled industry firms to more accurately evaluate product costs, to successfully obtain capital financing for business expansion, obtain public assistance and insurance settlements, to track progress over time, to establish realistic expectations for business performance, and to set meaningful goals for improvement. Participant evaluations of the risk management workshops conducted in 11 states were generally very positive. When respondents were asked to indicate their degree of agreement with various statements on a scale of 1 to 5, with 5 indicating complete agreement, the overall average ratings were quite high: "attendance was beneficial" (4.4), "objectives were met" (4.3), "facilities were excellent" (4.5), "format was excellent" (4.5), "will use information" (4.4), "would recommend to others" (4.5), and "would attend again" (4.4). Respondents were also asked to rate the relevance, and quality of presentations and educational materials provided, for each of the four principal program components, on a scale of 1 to 5, with 5 representing excellent. Overall ratings for relevance averaged 4.3 for "risk identification", 4.4 for "financial analysis", 4.8 for "marketing", and 3.9 for "crop insurance". Ratings for presentation quality averaged 4.4 for "risk identification", 4.3 for "financial analysis", 4.8 for "marketing", and 4.2 for "crop insurance". Ratings for quality of materials averaged 4.5 for "risk identification", 4.5 for "financial analysis", 4.6 for "marketing", and 4.4 for "crop insurance".

Publications

  • Hodges, A. W. & Haydu, J. J. 2006. Economic Impacts of the Florida Environmental Horticultural Industry in 2005. UF/IFAS Extension --Food and Resource Economics, Gainesville, 40 pp., available at edis.ifas.ufl.edu/FE675.
  • Hodges, A.W and J.J. Haydu. Growth and Challenges in Floridas Environmental Horticulture Industry. HortTechnology 17(3): 12-26, July 2007. Hodges, A.W. Analyzing financial statements for better management in horticultural businesses. OFA Bulletin, number 907, pp. 10-12, March, 2008.
  • Hodges, A.W. and J.J. Haydu, J.J. Employee wages and benefits in the Florida landscape industry. Southern Nursery Association Research Conference Proceedings, Atlanta, GA, 4 pages, Aug. 2008.
  • Hodges, A.W. and J.J. Haydu, J.J. Growth and Resilience in Floridas Green Industry. Southern Nursery Association Research Conference Proceedings, Atlanta, GA, Aug. 2007.
  • Hodges, A.W. and J.J. Haydu. Characteristics of the Florida Nursery Industry: 2003-04 National Nursery Survey Results. UF/IFAS, Electronic document (EDIS) FE628, Mar. 2006.
  • Hodges, A.W. and J.J. Haydu. Economic Impacts of the Florida Environmental Horticulture Industry in 2005. UF/IFAS, Electronic document (EDIS) FE675, 40 p., Oct. 2006.
  • Hodges, A.W. and J.J. Haydu. "Analyze this!" Greenhouse Grower, 23(5):60-60, 2005.
  • Hodges, A.W. and J.J. Haydu. Analyzing financial statements for better management in horticultural businesses, pp. 66-68, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hodges, A.W. and J.J. Haydu. Wages and benefits in the Florida landscape industry. UF/IFAS EDIS document FE788, Dec. 2008.
  • Hodges, A.W. Risk attitudes of nursery growers and allied professionals, pp. 14-16, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hodges, A.W., C. R. Hall and J.J. Haydu. Economic impacts of the environmental horticulture industry in the United States. Southern Nursery Association Research Conference, 50:305-310, Aug. 2005.
  • Hodges, A.W., C.R. Hall and J.J. Haydu. U.S. Green industrys economic contribution, pp. 2-5, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hodges, A.W., C.R. Hall, B.K. Behe and J.H. Dennis. Regional analysis of production practices and technology use in the U.S. nursery industry. HortScience, 43(6), pp. 1807-1812, Oct. 2008.
  • Hodges, A.W., J.J. Haydu and C.R. Hall. Economic Impacts of the Turfgrass and Lawncare Industry in the United States, Southern Nursery Association Research Conference, vol. 51, pp. 261-269, Atlanta, GA, Aug. 2006.
  • Hodges, Alan W. Home economics: financial indicators show some light at the end of the tunnel for the Florida Green Industry. Ornamental Outlook, 3 pages, Meister Media, Willoughby, OH , Sept. 2009.
  • Satterthwaite, L.N., J.J. Haydu and A.W. Hodges. Consumer Purchasing Habits of Environmental Horticulture Products in Florida. Journal of Environmental Horticulture, 24(2):68-73, 2006.
  • Zacharias, T., J.J. Haydu, A.W. Hodges, L. Crane, M. Zarnstorff and F. Schnapp. Review of the Nursery Crop Insurance Rating Methodology. Final report to USDA-Risk Management Agency, Kansas City, MO, 2005.
  • Behe, B.K., J.H. Dennis, C.R. Hall, A.W. Hodges and R.G. Brumfield. Regional marketing practices in U.S. nursery production. HortScience, 43(7): 2070-2075, November 2008.
  • Behe, B.K., J.H. Dennis, C.R. Hall, and A.W. Hodges. Regional marketing practices in the U.S. nursery industry. Southern Nursery Association Research Conference Proceedings, Atlanta, GA, 4 pages, Aug. 2008.
  • Brooker, J., D.Eastwood, C.R. Hall, A.W. Hodges and J.J. Haydu. Trade Flows and Marketing Practices within the United States Nursery Industry. Southern Cooperative Bulletin 404, 76 p., Knoxville, TN, 2005.
  • Crane, L.M., A.W. Hodges, C.R Hall and J.J. Haydu (editors). Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hall, C.R, A.W. Hodges and J.J. Haydu. Economic Impacts of the Green Industry in the United States. Southern Cooperative Series Bulletin 406, S-1021 Multistate research project, University of Tennessee, Knoxville, TN, ISBN 1-58161-406-3, 2007.
  • Hall, C.R, A.W. Hodges and J.J. Haydu. The Economic Impact of the Green Industry in the United States. Southern Cooperative Series Bulletin, 2007.
  • Hall, C.R, A.W. Hodges and J.J. Haydu. The Economic Impact of the Green Industry in the United States. HortTechnology, 16(2):345-356, 2006.
  • Hall, C.R., J. Brooker, D. Eastwood and A.W. Hodges. Marketing practices within the U.S. nursery industry: the 2003 national survey. Southern Nursery Association Research Conference, vol. 50:314-318, Atlanta, GA, Aug. 2005.
  • Hall, C.R., J.J. Haydu and A.W. Hodges. Mega trends in the Green industry, pp. 7-9. In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hall, C.R., J.J. Haydu and A.W. Hodges. The basics of pricing for nursery and greenhouse firms, pp. 54-57, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Haydu J.J., A.W. Hodges and C.R. Hall. Economic Impacts of the Turfgrass and Lawncare Industry in the United States. UF-IFAS, Electronic document (EDIS) FE632, 39 p., Apr. 2006.
  • Haydu, J.J, A.W. Hodges and C.R. Hall. Sales, Value Added and Employment Impacts of the United States Sod Production Industry. Journal of Environmental Horticulture, vol. 25(2), pp. 55-60, June 2007.
  • Haydu, J.J. and A.W. Hodges. Four Decades of Change In Floridas Sod Production Industry: 1963-2003. Southern Nursery Association Research Conference 50:326-330, Atlanta, GA, Aug. 2005.
  • Haydu, J.J. and A.W. Hodges. Basic Marketing Strategies for Improving Business Performance in the Turf and Lawncare Industry. UF/IFAS EDIS document FE709, 3 pages, March 2008.
  • Haydu, J.J. and A.W. Hodges. Business planning for nursery managers: charting a course toward profitability, pp. 22-27, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008 . Haydu, J.J. and A.W. Hodges. Marketing Matters: Gaining Knowledge of the Market in Which You Operate can Help Make better Business Decisions. Ornamental Outlook, pp. 25-26, Apr 2005.
  • Haydu, J.J., A.W. Hodges and C.R. Hall. Contribution of the Turfgrass Industry to the U.S. Economy. Twenty-second Australian Turfgrass Conference, 22(1):32-47, Brisbane, Australia, Jul. 2006.
  • Haydu, J.J., A.W. Hodges and C.R. Hall. Economic Impacts of the U.S. Golf Course Industry With A Closer Look at Florida. Twenty-second Australian Turfgrass Conference, 22(1):48-60, Brisbane, Australia, Jul. 2006.
  • Haydu, J.J., A.W. Hodges and C.R. Hall. Economic Impacts of the Turfgrass Industry in the United States. TurfNews, Vol. 30, No. 3, pp.52-56, May/June 2006.
  • Haydu, J.J., A.W. Hodges and C.R. Hall. Estimating the economic impact of the U.S. golf course industry: challenges and solutions. HortScience 43(3), pp. 759-763, June 2008.
  • Haydu, J.J., B. Way and A.W. Hodges. New Zealand Sports Turf Industry Survey and Future Skills Analysis Project. Final report to the New Zealand Sports Turf Industry Training Organization, Palmerston North, New Zealand, 54 p., Nov. 2006.
  • Haydu, J.J., C.R. Hall and A.W. Hodges. Lifestyle horticulture in the United States. Floraculture International, pp. 34-37, Dec. 2008.
  • Haydu, J.J., C.R. Hall and A.W. Hodges. Retaining customers for greater sales and profits, pp. 61-62, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.


Progress 10/01/08 to 09/30/09

Outputs
OUTPUTS: The ornamental horticulture (nursery and landscape) industry is one of the largest agribusiness sectors in Florida, and among the fastest growing segments of agriculture in the United States. Ornamental horticulture production in Florida ranks second nationally, with over 20,000 horticulture-related businesses, employing over 150,000 people, and generating total revenues in excess of $15 billion annually. Our research in this area has sought to document the market structure and business practices in this industry in order to provide better market information for industry managers and allied professionals. This often involves primary survey research since secondary statistical data on this industry is not readily available. For example, a series of survey research projects evaluated state, regional and national market channels for nursery products. My long term research effort has established financial benchmarks (financial ratios) and production efficiency indicators for Florida wholesale plant nurseries, as a guide for business management, planning and investment. Recently, we developed an internet-based system for financial benchmarks to automate data collection and analysis. I maintain a professional association with the Green Industry Research Consortium, a multi-state group of economists and horticulturists focused on research and education in support of improved management in the environmental horticulture industry. Numerous public presentations were made for workshops and industry trade association meetings. Specific work under this project in FY 2008-09 included the following principal research and extension activities: 1. Continued development of an internet-based system for automated data collection and analysis of financial benchmarks (financial ratios) and production efficiency indicators for wholesale plant nurseries, as a guide for business management, planning and investment. (https//:hortbusiness.ifas.ufl.edu/analysis). 2. Conducted the 2008-09 National Nursery Survey. Received a total of 3,041 valid responses representing all 50 states, with total sales of $4.97 billion reported. PARTICIPANTS: Coauthers/Collaborators: Bridget Behe, Michigan State University Jennifer Dennis, Purdue University Charles Hall, Texas A&M University Marco Palma, Texas A&M University Robin Brumfield, Rutgers University Paul Fisher, University of Florida Industry Associations Mark Teffeau, American Nursery and Landscape Association, Horticultural Research Institute Ben Bolusky, Florida Nursery Growers and Landscape Association TARGET AUDIENCES: The target audiences for this project include horticulture industry producers and allied professionals, industry associations, university researchers and extension professionals. PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
Managers in the industry generally do not have formal training in business management or marketing, leading to sub-optimal business performance. There is also a lack of public information available on market characteristics and typical costs and returns, which is necessary to inform rational investment in the industry. This project provides industry managers, allied professional and investors with training on basic principles of management and marketing, and research-based information on industry trends and characteristics. The project also educates wholesale nursery owners and managers on the use of financial benchmarks or indicators for evaluation of business performance in relation to industry norms in terms of profitability, financial solvency, liquidity, productivity and efficiency, and analysis of costs of production for individual nursery products in order to establish appropriate pricing and product mix. According to testimonials by participants, this program has enabled industry firms to more accurately evaluate product costs, to successfully obtain capital financing for business expansion, obtain public assistance and insurance settlements, to track progress over time, to establish realistic expectations for business performance, and to set meaningful goals for improvement.

Publications

  • Behe, B.K., J.H. Dennis, C.R. Hall, A.W. Hodges and R.G. Brumfield. Regional marketing practices in U.S. nursery production. HortScience, 43(7): 2070-2075, November 2008.
  • Hodges, A.W., C.R. Hall, B.K. Behe and J.H. Dennis. Regional analysis of production practices and technology use in the U.S. nursery industry. HortScience, 43(6), pp. 1807-1812, Oct. 2008.
  • Hodges, Alan W. Home economics: financial indicators show some light at the end of the tunnel for the Florida Green Industry. Ornamental Outlook, 3 pages, Meister Media, Willoughby, OH , Sept. 2009.


Progress 10/01/07 to 09/30/08

Outputs
OUTPUTS: Work under this project in FY 2007-08 included the following principal research and extension activities: 1. Continued development of an internet-based system for automated data collection and analysis of financial benchmarks (financial ratios) and production efficiency indicators for wholesale plant nurseries, as a guide for business management, planning and investment. (http//:hortbusiness.ifas.ufl.edu/hortnba). 2. Performed an analysis of regional nursery production and marketing practices in the U.S. using data from 2004 National Nursery Survey, which resulted in two journal articles published in HortScience. 3. Conducted a survey of wages and benefits in the Florida landscape services industry, under grant from the Florida Nursery Growers and Landscape Association. Results were published as an UF/IFAS electronic document and in the proceedings of the Southern Nursery Association Research Conference. 4. Completed an economic impact study of the turfgrass and lawncare industries in the U.S., published in HortScience. 5. Conducted a series of workshops on risk management for owners, managers and allied professionals in the nursery, greenhouse and landscape industry (see below). The risk management workshops consisted of 4 hours of programming on risk identification, financial management, marketing and crop insurance, by panelists J. Haydu, A. Hodges, C. Hall and L. Crane, respectively. Funding for the program was provided by USDA-Risk Management Agency. A total of over 200 participants attended 20 workshops in 11 states: 1. Kentucky Landscape Industry Conference, Louisville, KY, Jan. 2, 2008 2. Gulf States Horticultural Expo, Mobile, AL, Jan. 17, 2008 3. Louisiana State University, Hammond, LA, Feb. 11, 2008 4. University of Arkansas, Little Rock, AR, Feb. 12, 2008 5. Mississippi State University, Hernando, MS, Mar. 19, 2008 6. Dallas, TX, May 14, 2008 7. Austin, TX, May 15, 2008 8. Houston, TX, May 16, 2008 9. Mid-South Greenhouse Growers Conference, Jackson, MS, June 3, 2008 10. Oklahoma State University, Stillwater, OK, June 5, 2008 11. University of Oklahoma, Norman, OK, June 6, 2008 12. University of Rhode Island, Providence, RI, July 11, 2008 13. Southern Nursery Association Conference and Tradeshow, Atlanta, GA, Aug. 7, 2008 14. Chattanooga, TN, Aug. 8, 2008 15. Mid-Florida Research and Education Center, Apopka, FL, Aug. 19, 2008 16. Hillsborough County Extension, Tampa, FL, Aug. 20, 2008 17. Palm Beach County Extension, West Palm Beach, FL, Aug. 21, 2008 18. Miami-Dade County Extension, Homestead, FL, Aug. 22, 2008 19. Volusia County Extension, Pierson, FL, Sep. 10, 2008 20. Suwannee Valley Research and Education Center, Live Oak, FL, Sep. 11, 2008 Workshop participants received a large notebook with copies of presentations and background reading materials. Also as part of this project, a 96 page full-color publication entitled the "Green Industry Risk Management Guide" was developed with contributions from extension educators across the southern states (see Publications). About 15,000 copies of this publication were printed and distributed, including 1,200 in Florida. PARTICIPANTS: Charles R. Hall, Texas A&M University; John J. Haydu, University of Florida; Roger Hinson, Louisiana State University; Allen Owings, Louisiana State University; Deacue Fields, Auburn University; Robert McNeil, University of Kentucky; Randy Little, Mississipi State University; James Robbins, University of Arkansas; Ron Raoiney, University of Arkansas; Marco Palma, Texas A&M University; Mike Schnelle, Oklahoma State University TARGET AUDIENCES: Nursery and greenhouse industry owners and managers; Allied trades professionals; Extension agents PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
Participant evaluations of the risk management workshop were generally very positive, as summarized in the tables below. When respondents were asked to indicate their degree of agreement with various statements on a scale of 1 to 5, with 5 indicating complete agreement, the overall average ratings were quite high: "attendance was beneficial" (4.4), "objectives were met" (4.3), "facilities were excellent" (4.5), "format was excellent" (4.5), "will use information" (4.4), "would recommend to others" (4.5), and "would attend again" (4.4). Respondents were also asked to rate the relevance, and quality of presentations and educational materials provided, for each of the four principal program components, on a scale of 1 to 5, with 5 representing excellent. Overall ratings for relevance averaged 4.3 for "risk identification", 4.4 for "financial analysis", 4.8 for "marketing", and 3.9 for "crop insurance". Ratings for presentation quality averaged 4.4 for "risk identification", 4.3 for "financial analysis", 4.8 for "marketing", and 4.2 for "crop insurance". Ratings for quality of materials averaged 4.5 for "risk identification", 4.5 for "financial analysis", 4.6 for "marketing", and 4.4 for "crop insurance".

Publications

  • Crane, L.M., A.W. Hodges, C.R Hall and J.J. Haydu (editors). Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hall, C.R., J.J. Haydu and A.W. Hodges. Mega trends in the Green industry, pp. 7-9. In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hall, C.R., J.J. Haydu and A.W. Hodges. The basics of pricing for nursery and greenhouse firms, pp. 54-57, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Haydu, J.J. and A.W. Hodges. Basic Marketing Strategies for Improving Business Performance in the Turf and Lawncare Industry. UF/IFAS EDIS document FE709, 3 pages, March 2008.
  • Haydu, J.J. and A.W. Hodges. Business planning for nursery managers: charting a course toward profitability, pp. 22-27, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Haydu, J.J., A.W. Hodges and C.R. Hall. Estimating the economic impact of the U.S. golf course industry: challenges and solutions. HortScience 43(3), pp. 759-763, June 2008.
  • Haydu, J.J., C.R. Hall and A.W. Hodges. Lifestyle horticulture in the United States. Floraculture International, pp. 34-37, Dec. 2008.
  • Haydu, J.J., C.R. Hall and A.W. Hodges. Retaining customers for greater sales and profits, pp. 61-62, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hodges, A.W. Analyzing financial statements for better management in horticultural businesses. OFA Bulletin, number 907, pp. 10-12, March, 2008.
  • Hodges, A.W. and J.J. Haydu, J.J. Employee wages and benefits in the Florida landscape industry. Southern Nursery Association Research Conference Proceedings, Atlanta, GA, 4 pages, Aug. 2008.
  • Hodges, A.W. and J.J. Haydu. Analyzing financial statements for better management in horticultural businesses, pp. 66-68, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hodges, A.W. and J.J. Haydu. Wages and benefits in the Florida landscape industry. UF/IFAS EDIS document FE788, Dec. 2008.
  • Hodges, A.W. Risk attitudes of nursery growers and allied professionals, pp. 14-16, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hodges, A.W., C.R. Hall and J.J. Haydu. U.S. Green industrys economic contribution, pp. 2-5, In: Green Industry Risk Management Guide. National Crop Insurance Services, Overland Park, KS, 96 pages, September 2008.
  • Hodges, A.W., C.R. Hall, B.K. Behe and J.H. Dennis. Regional analysis of production practices and technology use in the U.S. nursery industry. HortScience, 43(6), pp. 1807-1812, Oct. 2008.
  • Behe, B.K., J.H. Dennis, C.R. Hall, A.W. Hodges and R.G. Brumfield. Regional marketing practices in U.S. nursery production. HortScience, 43(7): 2070-2075, November 2008.
  • Behe, B.K., J.H. Dennis, C.R. Hall, and A.W. Hodges. Regional marketing practices in the U.S. nursery industry. Southern Nursery Association Research Conference Proceedings, Atlanta, GA, 4 pages, Aug. 2008.


Progress 10/01/06 to 09/30/07

Outputs
We conducted a survey of landscape services industry in Florida to document wages paid for various positions, benefits provided, workforce characteristics and industry labor management issues. Project was sponsored by the Florida Nursery, Growers and Landscape Association ($15,000). Final project report was submitted to sponsor for distribution to membership. Co-PI was J.J. Haydu. Completed project to update economic impact estimates for environmental horticulture industry in Florida in 2005. Project was sponsored by Florida Nursery Growers and Landscape Association ($48,000). Report was published as peer-reviewed journal article and as extension electronic document (see publications). Co-PI was J.J. Haydu. Provided presentations to Green Industry groups in Florida and University of Florida environmental horticulture classes on industry trends and innovative management and marketing strategies. Continued development of internet-based system for financial benchmark analysis of wholesale nursery production (http://hortbusiness.ifas.ufl.edu/hortnba).

Impacts
Our work on economic impact assessment of the Green industry has brought about increased attention to this rapidly growing and important industry in Florida and throughout the United States. Industry leaders and association executives report that this information has been invaluable in obtaining consideration for important issues at the state and national level, such as labor/immigration, water use, worker safety and pesticide use. Nursery industry managers who have taken advantage of the internet-based financial benchmark analysis system report that they have benefited from application of business performance metrics for improving profitability and operational efficiency. Our survey of wages and benefits in the landscape industry has provided industry managers with information on average compensation levels for various types of positions, enabling them to establish more competitive pay and benefit packages for their employees. Participants in workshops on market trends in the nursery industry report gaining knowledge of new and innovative marketing practices.

Publications

  • Hodges, A. W. & Haydu, J. J. 2006. Economic Impacts of the Florida Environmental Horticultural Industry in 2005. UF/IFAS Extension --Food and Resource Economics, Gainesville, 40 pp., available at edis.ifas.ufl.edu/FE675.
  • Hodges, A.W. and J.J. Haydu. Wages and Benefits in the Florida Landscape Industry. Final report to Florida Nursery, Growers and Landscape Association, 22 p., Sep. 2007.
  • Hall, C.R, A.W. Hodges and J.J. Haydu. Economic Impacts of the Green Industry in the United States. Southern Cooperative Series Bulletin 406, S-1021 Multistate research project, University of Tennessee, Knoxville, TN, ISBN 1-58161-406-3, 2007.
  • Haydu, J.J, A.W. Hodges and C.R. Hall. Sales, Value Added and Employment Impacts of the United States Sod Production Industry. Journal of Environmental Horticulture, vol. 25(2), pp. 55-60, June 2007.
  • Hodges, A.W and J.J. Haydu. Growth and Challenges in the Florida Environmental Horticulture Industry. HortTechnology vol.17(3), pp. 12-26, July 2007.
  • Hodges, A.W. and J.J. Haydu, J.J. Growth and Resilience in Floridas Green Industry. Southern Nursery Association Research Conference Proceedings, Atlanta, GA, Aug. 2007.