The Original Green Industry

Dear Industry,

I spent five days in January at the California Gift Show working a booth for a friend. Attendance and order booking was way down from last year for almost everyone except our neighbors. The Spocandy chocolate company was always busy with free samples and cash and carry. I’ve had the chance to read Giftware News, Stationary Trends, and Florist Review to name a few. I would like to share some insight.

Most of us working in the “green” industry are professional environmentalists whether we realize it or not. We create plants that clean the air of toxins and avert global warming by converting carbon dioxide to oxygen. We increase intrinsic property values and personal enjoyment by improving the ambiance of the world, one garden at a time. We enhance natural wildlife habitats, and conserve valuable aquifers by reducing soil erosion and increasing water infiltration. Today, the rest of the world is falling over each other to be seen as ecologically friendly and sustainable. In the day and age when engaged couples can use the Internet to calculate the carbon footprint of their impending nuptials, consumers are becoming increasingly concerned about the raw materials in the products they purchase.

They will spend more money and feel better about purchasing organic food and products made from renewal natural resources if, it is marketed intelligently with clever labeling and informative signage. Consumers will start asking about the products they purchase and how environmentally responsible the suppliers of these products are. They will want to know how and where it is manufactured, packaged, distributed and marketed, if it’s recyclable, refillable, reusable or can be re-purposed. They will want to know if its energy efficient, and most of all, if it is safe for children and pets. If we wait for our customers to ask these questions it will be too late. Our “green” marketing efforts in the original green industry is starting to fall short of the giant push that is being made by much larger and better funded industries. Some of our daily practices are considered sustainable by today’s measure and we don’t even know it. There are many things that we can do that make good business sense and are not capital intensive to implement.

In an effort to do my part I have started writing a number of articles I call; ‘Thoughts from an old grower.’ If my age precludes me from being old, the gray in my beard should qualify me. My thirty-five years in the industry and twenty years under my own label have given me insights I think are worth sharing.

The economic downturn is affecting every one, so we all need to learn how to communicate better, with the advent of the Internet, this should be easy. We have to work harder to offer the best customer service, because the best and least expensive marketing vehicle has always been a satisfied customer. Last but not least, you must offer merchandise that is truly unique, so work with your small growers and suppliers, you never know what the next hot new item will be.

Target donates money to the high school of your choosing when you open a charge account. Wal-Mart is fitting their super stores with solar collectors on their roofs to generate “green” electricity.

The consumer has the choice to price point shop at the big box super stores sending their money to corporate coffers out of state, or they can pay more money and get a warm fuzzy feeling shopping at their neighborhood independent garden center. It’s our job to give them that warm fuzzy. Posting the measures your company has taken to be sustainable is one way to communicate that you care about the environment and conserving our children’s natural resources. How sustainable are you?

Feel free to use my example for a layout for your nursery.

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