Minutes: April 2, 2013 Chair Holder: Dr. Charlie Hall Members Present: PJ Ellison-Kalil (Committee Chair), Ellen Ellison, Mike Williams (Vice Chair), Jack Weatherford (Secretary), Chip Mello, Stan Pohmer, Wanda Weder, Jan Couch, Justin Marotta, Jimmy Klepac, Kevin Norris, Martha Trubey, Bill Foster, Ken Altman, Dianna Nordman, Richard De Los Santos, Amy Graham, Dan Lineberger. Members Absent: Lela Kelly and Jim Ellison. Meeting called to order at 10:05 by PJ Ellison-Kalil Introductions:

Ken Altman was introduced as the newest member of the Advisory Committee. Approval of minutes from October meeting:

Corrections: L/S should read landscaping. Motion made to approve the minutes and seconded. Motion Passed.

Financial Report: Charlie Hall

The attached report was presented. Ad Hoc Committee Report: Justin Marotta

Discussed the recommended bylaws changes. Questions and comments. A vote was conducted by roll call of the permanent

members. Those voting: Jimmy Klepac, Jack Weatherford, Stan Pohmer, Mike Williams,

Kevin Norris, Ellen Ellison, PJ Ellison. Bylaws changes passed. As a recommendation, Justin suggested a “Calendar of Events” section on the

website that advisory committee members could refer to for information regarding Chair and Advisory Committee activities and deadlines. Charlie agreed and will investigate the best alternative.

Hort. Department Update: Dan Lineberger

Dan described the review process the dept. programs have to go through. The Hort. dept. offers a B.S. and a B.A. degree. Dan said enrollment has gone up

since offering the B.A. program. The university is pushing for more “high impact” or “experiential” learning. This

includes internships and studies abroad. Texas A&M is rated number 5 in the 2011 Hort. Science Academic Program

Review.

Distinguished Lecturer: Charlie Hall Date set for Wednesday, October 16, 2013. Potential lecturers include Texas Agriculture Commissioner, Todd Staples; SAF

Government affairs, Drew Gruenburg, and Craig Regelbrugge with ANLA. Future Role: PJ Ellison-Kalil

Given that the advisory committee has fulfilled much of its mission (as outlined in the bylaws), PJ wanted everyone to think about what the future role of the advisory committee could be so we could discuss it at the Oct. meeting.

PJ will put together a summary of what we have accomplished so far and get it distributed to us.

Ex Officio Updates Amy Graham - TNLA

Texas Water Smart Program Hort. Synergy Summit. Hort. related associations got together to open a line of

discussion on similar issues. Next meeting May 30th. Dianna Nordman - TSFA

High school certification. Social media as a marketing tool.

o Grant money used to …stop “in lieu of flowers”; create a video showing the importance of plants and flowers at funerals; and attend the Funeral Directors Convention

Richard De Los Santos – TDA GoTexan campaign growing Discussed TDA activities at the State Fair. The Specialty Crop Block Grants were used for advertising Valentines Day,

landscaping, watermelon and vegetable crops. Universities now have to work with a commodity group to get Block grants.

Projects Update: Charlie Hall

A complete listing of Chair activities is in the attached update report. The Specialty Crop money is gone. Looking for money for water-related research. AFE & ANLA Grants. Importance of water conservation at the retail level. Educational meeting put on by OFA & ANLA called “Next Level”. The inaugural Executive Academy for Growth & Leadership (EAGL) has 10

people involved & held first meeting. Seeley Conference 2014 will concentrate on water issues. A plethora of water information is on the Ellison Chair website.

Discussion of extra business -- Fall meeting to be held Oct 16,17, 2013 Meeting was adjourned at 11:50 a.m.

Summary  of  endowment  account  to  date:Endowment  balance $1,053,707.28Market  value $1,299,630.76Available  endowment  funds $67,726.93

Summary  of  grants  generated  to  date:Grants  in  progress  (3) $99,594Grants  completed  (18) $1,061,447Total  grant  dollars  since  2007 $1,161,041Grants  in  review   $49,995Grants  not  funded  (14) $33,968,606

Summary  of  other  income:Travel  reimbursements $2,270.15

Summary  of  departmental  accounts:

Dept.  Accounts Non-­‐TAMU 512047 TotalInflows $4,500.00 $28,424.93 $32,924.93Outflows $17,247.23 $17,247.23Balance $11,177.70 $11,177.70

Major  spending  categories  to  date:

Travel 6,618.50$                            Wages  &  salaries  +  burden 7,337.68$                            Supplies 254.49$                                  Computer  &  Software  &  Supplies 684.00$                                  Advisory  Comm. 545.00$                                  Employee  training 350.00$                                  SVCS  &  Delivery  services 248.06$                                  Dist.  Lectures 1,059.50$                            Other 150.00$                                  Total 17,247.23$                      

Budgeted  expenditures  for  fiscal  year:

Travel 8,000.00$                            Wages  &  salaries  +  burden 41,000.00$                      Supplies 3,000.00$                            Computer  &  Software  &  Supplies 2,500.00$                            Advisory  Comm. 3,000.00$                            Employee  training 2,000.00$                            SVCS  &  Delivery  services 750.00$                                  Dist.  Lectures 1,250.00$                            Other 500.00$                                  Total 62,000.00$                      

Ellison  Chair  in  International  Floriculture  -­‐  Financial  Summary  March  2013

Travel  

Wages  &  salaries  +  burden  

Supplies  

Computer  &  SoUware  &  Supplies  

Advisory  Comm.  

Employee  training  

SVCS  &  Delivery  services  

Dist.  Lectures  

$0.00  

$200,000.00  

$400,000.00  

$600,000.00  

$800,000.00  

$1,000,000.00  

$1,200,000.00  

$1,400,000.00  

Available  endowment  funds  

Total  grant  dollars  since  2007  

Travel  reimbursements  

Profitability Econ/Marketing -differentiation

- value proposition - recession strategies

- economic impact

Efficient Prod. Sys. -cultural practices - water & energy - S1051 & SCRI - benchmarking

Sustainability - willingness-to-pay

- practices / adoption - carbon footprint

Human development -training courses - HORT classes

- graduate students

Strategic Approach

Research / Teaching / Outreach / Service

University Metrics (since Aug 2007)

• 35 refereed journal articles. • 7 chapters in books / handbooks. • 4 contract reports and 54 trade journal articles. • Almost 900 subscribers to Making Cents blog. • $1,111,347 in team-oriented grants. • Service on 10 industry boards / committees. • 9 papers presented at professional meetings. • 145 industry presentations. • Teaching 1 undergrad course and 1 stacked course. • Graduate students: 10 Masters and 3 PhD

October 28, 2010

Summary of projects since 2007 Marketing / Econ. Efficient Prod. Sys. Environ. Sustain. Human Develop. • National nursery survey • Economic impact – TX & US • Making Cents of Green

Industry Economics blog • USDA Risk Management

workshops • Benchmarking reports,

webinars, and workshops • Young floral consumer study • Non-calendar purchasing of

cut flowers study • Eco-behaviors consumer study • WTP edible ornamentals study • Orchid consumer preferences • Quarterly Columns – Big

Grower, Greenhouse Grower • ANLA Knowledge Center

segment (Charlie’s Angle) • Online TMCNP modules (2) • ASHS workshops (2) • BOD for America in Bloom • International Horticultural

Congress presentations • AFE Social Media Guide • FSMIP eye-tracking study

• Green Industry Research Consortium (S1051)

• Liner production systems analysis

• SCRI Rose proposal • SCRI proposal with OARDC

faculty (Ohio State) • USAID management proposal • GMPRO benchmarking series • Consulting editor –

HortTechnology • Floriculture and Nursery Crop

Research Initiative grant • Risk Management Guide • Ellison Chair website section

on sustainable production techniques

• Benchmarking project on greenhouse shrink analysis

• Enterprise budget analysis of hanging baskets and crops grown outdoors.

• WTP Biodegradable container study

• Earthkind / Superstar evaluation of awareness

• Southwest Growers conference

• Webinar series (ongoing) • 2010 Seeley Conference

Coordinator (footprint theme) • Ellison Chair website • SCRI planning grant on water • HRI carbon footprint analysis

(LCA) of shade trees • GRI grant to study consumer

perceptions of water conserving plants

• FSMIP grant to study local and organic attitudes

• Ellison Chair website section on water and sustainability

• Online introductory employee training video

• S1021 Hispanic labor study • HORT 315 Issues in

Horticulture • HORT 426/626 International

Floriculture Marketing • Distinguished lecture series • 8 graduate student

committees • SAF member Services • OFA Grower Committee • Seeley Conference BOD • Masters of Horticulture

committee chair • Guatemala strategic

management course • Frequent guest lecturer • Executive education program

for green industry growers (Executive Academy for Growth & Leadership)

• Consulting Editor - HortTechnology

Page%1

Dr.$Charles$R.$HallEllison$Chair$in$International$Floriculture

a.%%%%%%Economics%and%Marketingb.%%%%%%Environmental%sustainabilityc.%%%%%%%Efficient%production%systemsd.%%%%%%People%development

This%report%serves%to%update%the%Advisory%Committee%on%the%activities%of%the%Chairholder%since%the%last%Advisory%Committee%meeting.%%As%a%reminder%the%mission,%strategic%objectives,%and%areas%of%emphasis%are%reiterated%below.

The%mission%of%the%Ellison%Chair%in%International%Floriculture%is%to%advance%the%health%and%vitality%of%the%floriculture%industry%on%a%national%and%international%scope%through%exemplary%academic%leadership,%cutting%edge%applied%research,%innovative%extension%outreach%programs,%and%by%mentoring%wellEeducated,%impassioned%leaders%to%support%the%future%of%floriculture.%Five%strategic%objectives%have%been%identified%including:

This%report%is%structured%according%to%the%research,%outreach,%teaching,%and%service%activities%of%the%chair,%with%each%activity's%relation%to%the%strategic%plan.%That%is,%each%activity%is%delineated%by%the%areas%of%emphasis%listed%above,%as%well%as%partnerships,%departmental%recognition,%and%funding.

1.%%%Increase%funding%for%research%&%extension%program%in%floriculture%and%related%areas.%%2.%%%Increase%partnerships%on%a%disciplinary%and%multidisciplinary%in%academia%and%industry.3. Increase%numbers%of%topEquality%undergraduate%and%graduate%students%in%floriculture%to%meet%growing%needs.%%4. Increase%program%recognition%for%the%TAMU%floriculture%program.%%5. Increase%vitality%and%productivity%of%programs%in%the%identified%areas%of%emphasis.

Research$Activity$and$Grants/Contracts

Year/Role Description$of$Grant/Contract$Project Amount

2013Mitigating%PostERecession%Environmental,%Marketing,%and%Financial%Risks%for%Nursery%and%Greenhouse%Growers.%Submitted%to%the%Southern%Risk%Management%Education%Center.%Marco%Palma%and%Mengmeng%Gu%are%CoEPI’s.

$49,995%

Subtotal(of(grants(in(review $49,995$

2012E2013%CoEPIAnalyzing the environmental impact (carbon footprint) and economic costs of fieldEgrown flowering treeproduction%system%components.%Funded%by%the%Horticultural%Research%Institute.

$20,000%

2012E2013%CoEPIThe Color of Marketing: %How much value do consumers place on green (sustainability) and blue (waterconservation)%marketing?%%Funded%by%the%Horticultural%Research%Institute

$29,900%

2012E2013CoEPI

Subtotal(of(grants(in(process $99,594$

2010E2012

C0EPI

2011E2012%PIA Social Media Guide for Floral Retailers and Wholesalers – Approved for funding by the American FloralEndowment.%CoEPi's%include%Chengyan%Yue%(Bachman%Chair,%Univ.%of%MN)%and%Bridget%Behe%(MSU).

$34,000%

2011/2012%CoEPIContainment, Remediation, and Recycling of Irrigation Water for Sustainable Ornamental Crop Production.Funded%by%USDAENIFA%as%part%of%the%Sustainable%Crops%Research%Initiative%planning%grant%program.

$85,875%

2011/2012%CoEPIManaging Risk in the Environmental Horticulture Industry – project funded by the Southern Region RiskManagement%Education%Center.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.

$48,311%

Risk%Management%Education%for%the%Green%Industry%–%project%funded%by%the%Southern%Region%Risk%Management%Education%Center.%Mengmeng%Gu%and%Marco%Palma%(TAMU)%are%CoEInvestigators%on%the%project.

$49,694%

Completed(projectsWhat Captures Consumers’ Attention When They Buy Ornamental and FoodEProducing Plants? Approved forfunding by the USDA Federal State Marketing Improvement Program (FSMIP). CoEPi’s include Bridget Behe (MSU),Ben%Campbell%(Vineland),%Jennifer%Dennis%(Purdue),%Roberto%Lopez%(Purdue),%and%Chengyan%Yue%(Minnesota).

$50,000%

Green$Industry$Research$Consortium.%%Continuing%research%collaborations%on%the%USDAECSREES%MultiEstate%Research%Project%(SE1051).%%See%www.greenindustryresearch.org%to%view%the%new%project%recently%approved%for%2011E2015.%The%project%encompasses%four%broad%objectives:%%(1)%Investigate%sustainable%practices%in%ornamental%crop%production%and%landscape%systems,%(2)%Evaluate%national%and%regional%economic%contributions%of%the%U.S.%Green%industry,%(3)%Evaluate%consumer%preferences%for%environmental%plants%and%related%horticultural%products,%and%their%contribution%to%health%and%well%being,%and%(4)%Investigate%labor%management%practices%and%mechanization%in%the%nursery%and%greenhouse%industry.

Submitted(and(in(review

Funded(and(in(process

2011/2012%CoEPI

Sustainability on the Table and In the Yard: Identifying, Profiling, and Quantifying Markets for SustainablyEGrownOrnamental and FoodEProducing Plants. Approved for funding by the USDA Federal State Marketing ImprovementProgram (FSMIP), July 2008. CoEPi’s include Bridget Behe (MSU), Ben Campbell (Vineland), Jennifer Dennis(Purdue),%Roberto%Lopez%(Purdue),%and%Chengyan%Yue%(Minnesota).

$48,000%

2010/2011PI

2011/2012

CoEPI

2009/2010%CoEPITexas Department of Agriculture Specialty Crop Block Grant. Marco Palma (TAMU) is CoEInvestigator on theproject.

$25,000%

2009E2010%CoEPIGreen Industry Comprehensive Risk Management Education – a proposal funded by the Southern Region RiskManagement%Education%Center.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.

$40,238%

2009E2010%%PIStructural Changes in the U.S. Nursery Industry: An Assessment of Production and Marketing Trends – a proposalfunded by the Horticultural Research Institute (ANLA) to conduct a national survey of nursery and greenhousegrowers.

$20,000%

2008E2009%CoEPIManaging Risks in the Green Industry in Texas and the Southern U.S. EE a proposal funded by the Southern RegionRisk%Management%Education%Center.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.

$23,705%

2008E2009%CoEPI

Investigation of consumers’ and professionals’ perceptions, attitudes and behaviors about purchasing plasticalternatives and/or recycling plastic horticultural containers. Approved for funding by the USDA Federal StateMarketing Improvement Program (FSMIP), July 2008. CoEPi’s include Bridget Behe (MSU), Jennifer Dennis(Purdue),%and%Chengyan%Yue%(Minnesota).

$96,684%

2008E2009%PI

American Floral Endowment & Horticultural Research Institute proposal to determine the characteristics ofbiodegradable pots that consumers deem most desirable and to solicit their willingnessEtoEpay (WTP) for this typeof sustainable product. CoEPi’s include Bridget Behe (MSU), Jennifer Dennis (Purdue), and Chengyan Yue(Minnesota).

$40,000%

2008E2009%CoEPI

American Floral Endowment proposal to investigate 1) how and why younger and older consumers reactdifferently to flowers and alternative gifts, 2) how younger and older consumers feel differently about the risks,the recipients' positive or negative reaction associated with flowers and alternative gifts, 3) the impacts ofpositive information regarding flowers on consumers' choices of gifts, and 4) what can be done by the floralindustry to improve younger and older consumers' satisfaction with flowers. CoEPi’s include Bridget Behe (MSU)and%Chengyan%Yue%(Minnesota).

$78,431%

2007E2009%CoEPIGrant from the Texas Ornamentals Enhancement Endowment to conduct an analysis of the awareness levels ofthe%Texas%Superstar%and%Earthkind%“brands.”%Marco%Palma%is%the%coEinvestigator.

$5,000%

The effects of longevity information and guarantees on consumer preferences for cut flowers. This studyInvestigates consumers’ preference and willingness to pay for specific longevity guarantees on cut flowerarrangements; investigate consumers’ preference and willingness to pay for enhanced longevity through theaddition of flower food or other treatments; and investigate customers’ preference and willingness to pay forflowers labeled with “expected longevity X days.” Approved for funding by the American Floral Endowment. CoEPi's%include%Chengyan%Yue%(Bachman%Chair,%Univ.%of%MN)%and%Bridget%Behe%(MSU).

$31,600%

Managing Risk in the Green Industry – project funded by the Southern Region Risk Management EducationCenter.%Marco%Palma%(TAMU)%is%CoEInvestigator%on%the%project.%

$47,509%

2007E2008%CoEPI“Risk Management for the Environmental Horticulture Industry in the Southern United States” – a grant fundedby the USDA/RMA Risk Management and Crop Insurance Education Commodity Partnership Program. AlanHodges%and%John%Haydu%(Florida)%were%coEinvestigators.

$300,000%

2007E2008%PI Managing%Risk%in%the%Green%Industry%–%a%grant%funded%to%the%Southern%Region%Risk%Management%Education%Center. $49,094%

2006E2008%CoEPIEnterprise Budgets for ContainerEgrown Woody Ornamental Plants, Climatic Zones 8 and 9 – a grant proposalfunded%by%the%Southern%Region%Risk%Management%Education%Center.

$38,000%

Subtotal%of%completed%grants%since%entering%Ellison%Chair $1,061,447

PUBLICATIONS$AND$PROFESSIONAL$OUTPUT$(Since$our$last$meeting)Seniority)of)authorship)is)indicated)by)the)order)of)the)authors’)names)unless)otherwise)stated.

REFEREED$JOURNAL$ARTICLESBehe,%Bridget%K.,%Charles%R.%Hall,%Benjamin%L.%Campbell,%Hayk%Khachatryan,%Jennifer%H.%Dennis,%and%Chengyan%Yue.%2013.%Smartphone%use%and%online%search%and%purchase%behavior%of%North%Americans:%%gardening%and%nonEgardening%information%and%products.%HortScience%48(2):200E208.Behe,%Bridget,%Ben%Campbell,%Jennifer%Dennis,%Charles%Hall,%Roberto%Lopez,%and%Chengyan%Yue.%2013.%Consumer%preferences%for%local%and%sustainable%plant%characteristics.%HortScience%48(2):209E215.Yue,%Chengyan,%Ben%Campbell,%Charles%Hall,%Bridget%Behe,%Jennifer%Dennis,%Roberto%Lopez,%and%Hayk%Khachatryan.%2012.%Consumer%preference%for%environment%and%origin%attributes%in%plants:%evidence%from%experimental%auctions.%Submitted%to%the%Journal%of%Agricultural%and%Applied%Economics,%August%2012.Campbell,%Ben,%Yue,%Chengyan,%Hayk%Khachatryan,%Charles%Hall,%Bridget%Behe,%Roberto%Lopez,%and%Jennifer%Dennis.%2012.%Consumer%segments%based%on%plant%purchases%reveal%preferences%for%local%and%sustainable%transplants.%Submitted%to%HortScience,%August%2012,%in%revision.Yue,%Chengyan,%Hayk%Khachatryan,%Ben%Campbell,%Charles%Hall,%Bridget%Behe,%Roberto%Lopez,%and%Jennifer%Dennis.%2012.%The%effects%of%the%consideration%of%future%consequences%on%willingness%to%pay%decisions%for%plant%attributes.%Submitted%to%the%Journal%of%Environmental%Psychology,%February%2012.Palma,%Marco,%Callie%McAdams,%Ariun%Isdorj,%and%Charles%Hall.%2012.%A%nonEhypothetical%ranking%and%auction%mechanism%for%novel%products.%Journal%of%Agricultural%and%Applied%Economics.%45(1):35–52.

INDUSTRY$TRADE$PUBLICATIONSHall,%Charles%R.%2012.%Shout%it%out%loud.%Nursery%Management%28(11):24E28.Hall,%Charles%R.%2012.%Making%cents:%The%right%people%on%the%bus.%Big%Grower.%Nov%2012.Fisher,%Paul,%Alan%Hodges,%Bill%Swanekamp,%and%Charlie%Hall.%2012.%Fine%tuning%overhead%calculations.%OFA%Bulletin.%933:1,7E11.%Sept/Oct%2012.Hall,%Charles%R.%2012.%Making%cents:%Value,%relevancy,%and%authenticity.%Big%Grower.%Sept%2012.Hall,%Charles%R.%2012.%Making%cents:%IkeaEize%the%outside.%Big%Grower.%July%2012.Hall,%Charles%R.%2012.%Making%cents:%The%whole%enchilada.%Big%Grower.%Mar%2012.Hall,%Charles%R.%2012.%Making%cents:%The%outlook%for%2012%and%beyond.%Big%Grower.%Jan%2012.

Hall,%Charles%R.%2012.%And%the%winner%is…%Greenhouse%Grower.%Oct%2012.Hall,%Charles%R.%2012.%Use%production%inputs%wisely.%Greenhouse%Grower.%Sep%2012.Hall,%Charles%R.%2012.%Business%transitions%and%growing%pains.%Greenhouse%Grower.%July%2012.Fisher,%Paul,%Alan%Hodges,%Bill%Swanekamp,%and%Charlie%Hall.%2012.%Mine%your%income%statement.%OFA%Bulletin.%933:1,7E11.%May/June%2012.Hall,%Charles.%Business%decisions%to%help%me%outshine%the%competition.%OFA%Bulletin.%932:1,7E8.%March/April%2012.Hall,%Charles%R.%2012.%Politics,%presidents,%and%the%economy.%Greenhouse%Grower.%Mar%2012.Jones,%Michelle,%Terri%Starman,%Charles%Hall,%Claudio%Pasian,%and%George%Staby.%2012.%Taking%it%to%the%max:%How%to%maintain%the%quality%of%your%plants%during%shipping%and%maximize%their%shelf%life.%Greenhouse%Management%32(2):62E66.Hall,%Charles%R.%2012.%Will%2012%be%a%repeat%of%2011?.%Greenhouse%Grower.%Jan%2012.

Presentations*made*at*face/to/face*meetings*(attendance*and*knowledge*gained)

Date Place Descriptive*title Audience*size

No.*of*sessions

Duration*(hours)

2/19/13 Orlando,.FL “Economic.outlook.for.2013”.at.the.Big.Grower.Summit. 65 1 1.25

1/31/13 Nashville,.TN“What.does.2013.have.in.store.for.the.green.industry?”.at.the.2013.NextLevel.Conference.(OFA.and.ANLA)

65 1 0.5

1/9/13 Indianapolis,.ID“Using.benchmarks.to.run.your.landscape.service.business.better”.at.the.2013.Indiana.Nursery.and.Landscape.Association.meeting.

123 1 1

1/9/13 Indianapolis,.ID“Economic.outlook.for.the.green.industry.in.2013”.at.the.2013.Indiana.Nursery.and.Landscape.Association.meeting.

678 1 1

10/26/12 Miami,.FL "Social.Media.Usage.for.Floral.Wholesalers.and.Retailers".at.the.2012.Wholesale.Florist.and.Floral.Supply.Association.annual.conference. 298 1 0.5

10/25/12 Louisville,.KY "Value.That.Sells".at.the.2012.Green.Industry.Conference. 192 1 1.2510/25/12 Louisville,.KY "The.Changing.Landscape.Industry".at.the.2012.Green.Industry.Conference. 178 1 1.259/27/12 Orlando,.FL “State.of.the.Industry”.at.the.2012.FNGLA.Landscape.Show. 187 1 1

9/21/12 Fayetteville,.AR “More.than.pretty:.Quantifying.the.value.of.quality.landscaping”.at.the.2012.America.in.Bloom.symposium. 87 1 1

Portland,.OR “Cost.accounting:.How.to.make.the.most.of.your.bottom.line”.at.the.2012.Farwest.Show.. 156 1 1

8/16/12 Houston,.TX “Peering.Into.the.Mind.of.the.Consumer”.at.the.2012.TNLA.Expo.Education.Conference. 123 1 1

8/16/12 Houston,.TX Keynote.ee.“Competing.Effectively.in.Uncertain.Times”.at.the.2012.TNLA.Expo.Education.Conference. 234 1 1

8/2/12 Homestead,.FL “Managing.Marketing.Risk.in.the.Green.Industry”.at.a.3eday.risk.management.workshop.series.sponsored.by.SRMEC.and.UF.Extension. 98 1 1

8/1/12 Apopka,.FL “Managing.Marketing.Risk.in.the.Green.Industry”.at.a.3eday.risk.management.workshop.series.sponsored.by.SRMEC.and.UF.Extension. 78 1 1

7/31/12 Tampa,.FL “Managing.Marketing.Risk.in.the.Green.Industry”.at.a.3eday.risk.management.workshop.series.sponsored.by.SRMEC.and.UF.Extension. 89 1 1

6/4/12 Ft..Lauderdale,.FL “Overview.of.the.Green.Industry.Situation.and.Outlook”.at.the.annual.NAHSA.meeting.(North.American.Horticultural.Suppliers.Association). 45 1 1.5

5/11/12 Orlando,.FL “Marketing.Strategies.to.Improve.the.Bottom.Line”.at.the.FNGLA.Floriculture.Field.Days. 105 1 1.5

5/5/12 San.Antonio,.TX “Issues.Affecting.the.Green.Industry”.at.the.spring.meeting.of.the.Nursery.and.Landscape.Association.Executives.(NLAE). 67 1 1.5

4/16/12 Charleston,.SC “The.Economic.Outlook”.keynote.address.at.the.2012.National.greenhouse.Manufacturers.Association.

54 1 2.5

2/28/12 San.Diego,.CA “The.Economy:.Looking.at.2012.and.Beyond”.at.the.2012.Big.Grower.Executive.Summit.

67 1 1.5

2/15/12 Knoxville,.TN “Value.That.Sells”.at.the.2012.Tennessee.Grounds.Management.Shortcourse.

104 1 1

2/15/12 Knoxville,.TN “The.Changing.Landscape.Industry”.at.the.2012.Tennessee.Grounds.Management.Shortcourse.

104 1 1

2/9/12 Denver,.Colorado “Tactics.for.Surviving.and.Maximizing.Profit”.at.the.2012.Progreen.Expo.

256 2 3

1/3/12 Minneapolis,.MN “MNLA.CEO.Symposium”.at.the.2012.MNLA.Trade.Show.and.Shortcourse.

123 1 3

12/2/11 Milwaukee,.WI “Value.to.Sells”.at.the.2011.Wisconsin.Landscape.Contractors.Association.meeting.

68 1 1.25

12/2/11 Milwaukee,.WI “The.Challenging.Landscape.Market”.at.the.2011.Wisconsin.Landscape.Contractors.Association.meeting. 68 1 1,25

12/1/11 Gainesville,.FL “Today’s.Challenging.Marketplace:.What.Does.the.Future.Hold?”.at.the.2011.Great.Southern.Tree.Conference. 126 1 1

11/9/11 Raleigh,.NC “The.Future.of.Our.Industry”.at.the.2011.OFA.Grow.and.Sell.for.a.Profit.Conference. 118 1 1

11/8/11 Raleigh,.NC “Business.Decisions.to.Help.Me.Outshine.the.Competition”.at.the.2011.OFA.Grow.and.Sell.for.a.Profit.Conference. 82 1 1

10/20/11 Louisville,.KY “State.of.the.Green.Industry”.at.the.2011.Eastern.Region.International.Plant.Propagators.conference.

10/4/11 Washington,.DC “Structure,.Conduct,.and.Performance.Issues.in.the.Green.Industry”.Keynote.address.at.the.2011.Wetsel.Customer.Day.

165 1 1

9/28/11 Kona,.HI Workshop.conducted.at.the.2011.ASHS.Conference.entitled.“Has.Sustainability.Been.Profitable.for.Ornamentals?”

53 2 2

9/7/11 Houston,.TX “Adding.Value.to.Your.Firms.Offerings”.at.the.2011.NitroePhos.trade.show.and.education.seminar.

45 1 1

8/18/11 Dallas,.TX “If.You.Always.Do.What.You’ve.Always.Done…”.at.the.2011.TNLA.Expo.Education.Sessions.

76 1 1

8/9/11 Tulsa,.OK “Making.Cents.of.the.Road.Ahead”.at.the.2011.Grower.Brand.Meeting.sponsored.by.Bailey.Nurseries,.ConardePyle,.and.PDSI.

92 1 1.25

8/4/11 Dalian,.China “The.Power.of.Plants”.at.the.2011.International.Horticulture.Forum. 254 1 0.57/29/11 Chicago,.IL “Trends.Affecting.Our.Ability.to.Add.Value.Profitably”.at.the.2011.Ball.

Customer.Day.95 2 1

7/11/11 Columbus,.OH “Soul.Searching.and.Marketing.in.Today’s.Challenging.Marketplace”.at.the.2011.OFA.Short.course.

63 1 4

6/27/11 Ithaca,.NY “The.Benefits.of.the.Plants”.at.the.2011.Seeley.Conference. 51 1 26/7/11 St..Louis,.MO “Hot.Topics.Affecting.the.Green.Industry”.at.the.2011.North.American.

Horticultural.Suppliers.Association.98 1 1.5

Total*Attendees*==> 4,099********

Page%11

Teaching)Activities

Economics)&)Marketing

Environmental)Sustainability

Efficient)Production)Systems

People)Development

Departmental)Recognition

Partnerships

Funding

Water

HORT)315)Issues)in)Horticulture.%Continuing%to%teach%this%issues0based%course%to%enable%students%to%think%critically%and%analyze%business%implications%of%current%industry%issues.

• • • • •

HORT%426/626.%International%Floriculture%Marketing • • • •Committee)Chair)00%Jay%White,%M.S.%Horticultural%Sciences%200902011.%He%is%a%non0traditional,%self%funded%student,%currently%working%in%the%IT%department%for%M.D.%Anderson.%Jay%is%developing%an%online%dashboard%for%analyzing%the%data%from%the%natonal%nursery%survey%and%the%upcoming%economic%impact%study%of%the%green%industry%in%the%U.S.

• •

CoJCommittee)Chair%(along%with%Dr.%Marco%Palma)%for%Alba%Collart%who%is%working%on%her%PhD%program.%She%is%funded%through%a%grant%from%the%Southern%Risk%Management%Education%Center.%She%is%currently%working%on%further%analyses%of%the%Earthkind%and%Superstar%brands%and%more%detailed%analyses%regarding%the%national%nursery%survey.

• •

Committee)Chair)00%Anthea%Luo%gaduated%and%is%working%at%Casa%Flora,%Dallas,%TX • •Committee)CoJChair,%Amy%Cai,%PhD%student%in%Horticultural%Sciences%working%on%water%management%in%the%greenhouse.%The%Chair%is%contributing%$6,000%per%year%towards%her%stipend.%Amy%is%working%in%the%area%of%drought%and%heat%stress%in%roses.%Terri%Starman%and%Genhua%Nu%(El%Paso)%are%her%other%committee%members.

• •

Outside)PhD)Committee)Member)for%Rosa%Rodales,%a%student%at%the%University%of%Florida.%Dr.%Paul%Fisher%is%serving%as%Major%Professor.%Rosa%is%a%PhD%student%and%is%working%in%the%area%of%water0related%technologies%in%the%greenhouse.%

• •

Taught%a%course%entitled%“Strategic%Business%Management”%within%the)TAMU/UVG)

Masters)Degree)Program%in%Agribusiness,%Guatemala%City,%Guatemala,%19970present. • • •

Page%7

Outreach)Activities

Economics)&)Marketing

Environmental)Sustainability

Efficient)Production)Systems

People)Development

Departmental)Recognition

Partnerships

Funding

Water

Making)Cents)Blog.%To%date,%there%have%been%190,124%readers%with%745%regular%subscribers%.%%Trade%magazines%are%continuing%to%reference%the%blog%periodically.

• • • •

Introductory)Employee)Training)Program)for)Greenhouse)Crop)Production.)The%training%has%also%been%migrated%to%the%national%eXtension%website.%The%front%end%is%tied%to%the%Extension%Conferences%website%for%fee%processing%depending%on%the%funding%strategy%for%the%project.%To)date,)20)subscriptions)have)been)purchased,)generating)$975)in)proceeds.

• • • •

Continuing%video%series%(Charlie's%Angle)%on%the%ANLA)Knowledge)Center%(a%collobrative%effort%of%Ball%Horticultural%Company,%OFA,%and%ANLA)%that%ties%in%with%the%Making%Cents%blog%and%other%outreach%activities%of%the%Chair.

• • • • • • •

January)2013)marked)the)official)launch)of)the)executive)education)program)with)Kip)

Creel)of)Standpoint)Marketing,)Atlanta,)GA)(EAGL)X)Executive)Academy)of)Growth)and)

Leadership)

• • • • • • • •

Page%12

Service'Activities

Economics'&'Marketing

Environmental'Sustainability

Efficient'Production'Systems

People'Development

Departm

ental'Recognition

Partnerships

Funding

Water

Consulting'Editor'of'HortTechnology,%a%peer+reviewed%journal%of%the%American%Society%for%Horticultural%Science%(ASHS),%2002+present. • •Service%on%the%Board%of%Directors%for'America'in'Bloom,%2010+2012.%Co+chair%of%the%Funding%Committee. • • •

Service%on%the%Board%of%Directors%for%the%Seeley'Conference,%2010+2012 • • • • • • • •Member%of%OFA'Grower'Committee,%2009+2012. • • •Member%of%SAF'Member'Services'Committee,%2009+2012. • • •Service%on%the%Board'of'Directors%for%Smithers+Oasis,%2009+present. • •Service%on%the%TNLA%Education%Committee,%2012+2013 • • • • • • • •OFA'Chief'Economist • • • • • • • •