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Overview of the Green Industry

Overview of the Green Industry. Special thanks for some of these slides to Dr. Charles R. Hall Professor & Extension Economist Texas A&M University. Outline. The economic importance of the GREEN industry.

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Overview of the Green Industry

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  1. Overview of the Green Industry Special thanks for some of these slides to Dr. Charles R. Hall Professor & Extension Economist Texas A&M University

  2. Outline • The economic importance of the GREEN industry. • Interesting technological advancements that have caused structural changes in the green industry. • Marketing systems in the GREEN industry.

  3. Aalsmeer Flower Auction Largest flower auction in the world Dutch-based – Amsterdam See highlights Source: Images from Aalsmeer Dutch auction

  4. Economic importance of the GREEN industry.

  5. Green Industry • Also referred to as “environmental horticulture” • Nursery & floriculture • Sod • Greenhouse for ornamental and annual vegetable/tobacco plant stock • Landscaping services • Markets include • Home construction/home improvement • Golf courses, parks, outdoor sport facilities, public spaces • Retail garden centers, florists

  6. Kentucky’s “green” industry includes … Nursery and greenhouse growers, firms providing landscape services such as contracting and maintenance, and retail operations including independent garden centers, home improvement centers, and mass merchandisers/chain stores.

  7. The nursery and greenhouse industry comprises the fastest growing segment of U.S. Agriculture Number of nursery and greenhouse farms continue to increase Grower cash receipts increasing at ~ $500 M per year Third most important sector in U.S. crop agriculture Seven states account for 2/3 of all U.S. nursery crop production --- CA, TX, FL, NC, OR, OH, MD

  8. U.S. value of agriculture production U.S. value of all crops U.S. value of nursery, greenhouse, sod $202 Billion $ 143 Billion $ 17 Billion Perspective on Nursery, Greenhouse and Sod Industry Note: Source: 2007 Census of Ag; 2009 Census of Horticulture Specialties.

  9. Wholesale receipts for nursery & greenhouse for U.S.: $11.6 billion in 2009 ($10.6 billion in 1998) • $5 billion in floriculture crops consumed in U.S. • $3.8 billion nursery stock • 68% of cut flowers are imported, primarily from Columbia and Ecuador • California, Florida & Hawaii major U.S. producers

  10. U.S. New Housing Starts - Past Trend 2007-2009Thousand Homes. Annual Rate Seasonally Adjusted. Economic environment will mean a slow 2010-12 recovery for the nursery & greenhouse sector Source: Financial Forecast Center http://www.forecasts.org/house.htm Updated Wed, Dec 2, 2009

  11. U.S. New Housing Starts – Low and Flat Present Value & Future ProjectionThousand Homes. Annual Rate Seasonally Adjusted. Source: Financial Forecast Center http://www.forecasts.org/house.htm Updated Monday, Dec 2, 2012

  12. Home Depot Home improvement sector showing recovery signs Daily Stock Prices 2008-2012 Lowes

  13. 2. Technological advancements in the GREEN industry that have revolutionized plant production and marketing systems.

  14. tissue culture and plug production

  15. biotechnology

  16. container technology

  17. slow-release and soluble fertilization

  18. automation technology

  19. climate control systems

  20. irrigation technology

  21. All of these technologies have been important, but… the technological driving force that is shaking things up the most today in the Green Industry is… INFORMATION technology!

  22. examples of information technology in green industry

  23. precision agr. applications

  24. bar code and scanner technology

  25. Flowchart of the Green Industry Marketing System Final Consumers Retail Home Centers 38% Garden Centers 32% Mass Merchants 30% Landscape Contractors & Maintenance E-commerce Direct to Consumer Re-Wholesale Distribution Centers Infomediaries Shipping Point Firms - nursery growers - greenhouse growers - combination growers - B2B alliances Allied Input Suppliers

  26. The NEW Green Industry Structure Final Consumers Retail Home Centers 38% Garden Centers 32% Mass Merchants 30% Landscape Contractors & Maintenance E-commerce Direct to Consumer Re-Wholesale Distribution Centers Infomediaries Shipping Point Firms - nursery growers - greenhouse growers - combination growers - B2B alliances Allied Input Suppliers

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