Emerge Victorious! America In Bloom

Dr. Marvin Miller serves as the market research manager for Ball Horticultural Company. Marvin is also the dedicated president of America In Bloom, a six year-old program, funded largely by industry donations, that has successfully increased the spending on horticultural products in many communities across the country. Through municipalities, local garden and volunteer groups, and local governments, America In Bloom creates visibility for the importance of plants and institutionalizes ongoing expenditures with growers, garden centers and landscape firms.

A year ago this month, we learned the economy was in recession and had been so for a full year. Today, we still question where exactly in the growth cycle our economy may be. The recession has truly had an impact on our industry. Sales are off for many, if not most, and some are no longer with us.

What should a horticultural business do?

Have you considered partnering with your fellow horticultural businesses to get your city involved with America in Bloom? Do the cities in your market area already landscape their Main Streets, their business districts, their entrances, and other public spaces? Do the businesses and citizens also appreciate their environs? What impact might it have on your business if folks suddenly began landscaping like never before?

Our industry has an important message. If flowers and plants are considered only for their aesthetic qualities, one might easily brand them luxuries that cannot be afforded. Yet, flowers, trees, sod, shrubs and groundcovers offer a lot more than beauty. These horticultural wonders offer calmness, stress reduction, motivation, crime reduction, inspiration, self-respect, attentiveness, pride and many other lifestyle benefits critically important in urban environments, especially in critical times.

Plants also can help mitigate urban climate extremes (including urban heat islands), can help ameliorate air, water, sewage and noise pollution, can help with flood and erosion control, can act as windbreaks, and can help control urban glare and reflection. Plants can help attract birds and other wildlife to the urban environment, can be used as a fun teaching tool for reading, writing, arithmetic and biology, and can be used to help create a presence, whether marking the edge of or entrance to a city, one's personal space, a public space, a business district, or even helping with traffic flow. In the process, these plant packages also have learned to sequester carbon and make oxygen at the same time!

Indeed, we need to have both active and passive relationships with plants, as we both need to be around plants for the inspiration and spirituality they provide and to have plants around us for all of the utilitarian benefits they offer.

Is this a message you can help deliver to you city? Why not attend the ANLA Management Clinic to learn more.