Recent declines in pollinator populations have led to widespread concern due to their impact on food/crop production and the environment. Contrary to growing interest in the use of insecticides in urban landscapes, the relationship between pollinator-related eco-labels, visual attention, and preferences for plants is less understood. The present study combines eye tracking and stated preference experiments to examine the effects of pollinator-related labels on consumers’ preferences and willingness to pay. Results show that the pollinator-friendly attribute positively correlates with consumers’ purchasing decisions and visual attention supports that relationship. Implications of mandatory labeling of pesticide content for the horticultural industry are discussed.

The purpose of this study is to examine the changes in the sales of boxwood (Buxus spp.) that have occurred in boxwood production states. We theorize that some of the shifts in production areas over the period from 2009 to 2019 have been impacted by the introduction of boxwood blight into the United States. Boxwood blight (Calonectria pseudonaviculata) was first observed in the U.S. in 2011 by plant pathologists in 8 states: Connecticut, Maryland, Massachusetts, New York, North Carolina, Oregon, Rhode Island, and Virginia. The disease has now been seen in 30 states plus the District of Columbia. The data used for this analysis is from the Census of Horticultural Specialties (CHS), a survey administered by the United States Department of Agriculture, National Agricultural Statistics Service (USDA-NASS) every five years. The findings from this analysis of the Census of Horticultural Specialties data from 2009 to 2019 indicate that there were already shifts occurring in boxwood markets prior to the introduction of boxwood blight. However, boxwood blight has exacerbated the supply chain challenges for green industry participants by limiting production in certain areas of the country, increasing the costs of producing boxwood compared to other evergreen shrubs, and perhaps dampening the demand from what might have been without the existence of the blight. Index words: economics, horticulture, nursery, landscaping, ornamental, woody plants, sales. Species used in this study: Boxwood (Buxus spp.), Boxwood Blight [Calonectria pseudonaviculata (Crous, J.Z. Groenew. & C.F. Hill) L. Lombard, M. J. Wingf. & Crous].

The green industry complex includes input suppliers (manufacturers and distributors); production firms such as nursery, greenhouse, and sod growers; wholesale distribution firms including importers, brokers, re-wholesalers, and transporters; horticultural service firms providing landscape and urban forestry services such as design, installation, and maintenance; and retail operations including independent garden centers, florists, home improvement centers, and lawn/garden departments at home centers, mass merchandisers, or other chain stores. Many current economic trends and driving forces point to the fact that the green industry is in a period of hypercompetitive rivalry due to the maturing consumer demand. A number of firms have already been forced out of the green industry during the 2008–09 recessionary shakeout period and others continue to exit. To address this issue, a workshop was organized by G. Zinati for the 2009 ASHS annual meeting entitled “Managing and Thriving in Tough Times, When Every Dime Counts!”, which was sponsored by the Nursery Crops (NUR) and Marketing and Economics (MKEC) Working Groups and the American Nursery and Landscape Association (ANLA). This lead-off workshop presentation: 1) provided an overview of current economic conditions and trends and their influence on the green industry, 2) discussed supply-side methods and technologies for controlling costs during an economic downturn, and 3) addressed proactive demand-side differentiation and pricing strategies that will not only help ensure survival, but will also better position green industry firms for competing profitably in this period of hypercompetition.

Nursery, floriculture, and propagation production accounted for 79% ($13.3 Billion) of 2017 ornamental specialty crop production in the United States. Access to high quality water sources is increasingly limited for irrigating these economically significant crops. Given the production, environmental, and economic issues associated with the use of water—including recycled, reclaimed, surface, and ground water—it is critical to develop sustainable runoff, containment, and remediation technologies, and to identify alternative sources of water. To better understand current practices and future water-related needs as perceived by grower stakeholders, an online survey was distributed nationally and five in-depth round table discussion sessions were conducted at the Mid-Atlantic Nursery Trade Show, Gulf States Horticultural Expo, California Grown Show, AmericanHort’s Cultivate, and the Farwest Show with a total of 36 individual industry participants. A team of research and extension specialists facilitated by a Specialty Crops Research Initiative Planning Grant (NIFA Project # 2011-51181-30633) analyzed and concisely summarized the results from the survey and the round table discussions. Research priorities related to water management identified by stakeholders revolved around six themes: (1) recycled water infrastructure and management; (2) contaminants; (3) plant health and water quality; (4) water treatment technologies; (5) competing and complementary water uses; (6) societal perception of agricultural water use.

As more of the U.S. population urbanizes, freshwater resources will become more partitioned and scarcer. Live plants need water to become established and survive, but water demands vary by taxa. Additionally, outdoor household water use is becoming a greater target for watering restrictions, particularly landscape irrigation. Yet, how important is water conservation messaging in the context of a plant purchasing decision for outdoor plants? A ratings-based conjoint analysis of the water message, plant type, price, and plant guarantee was conducted using data from 288 subjects from three locales who rated their purchase intention to buy a plant from a retail merchandising display while using an eye-tracking device. Subjects were clustered by state of residency and, separately, their conjoint utility scores. Results indicate that water-related messaging does play a positive role in purchase intention. Residents of states who frequently experienced drought rated a water-saving message higher compared to residents of states who experienced relatively little drought. For some consumer groups, such as plant buyers, water savings are important and sought after. Green industry stakeholders should be aware of their region’s drought history and help develop point of purchase information to include water conservation messaging in retail displays.