Cultivate’25 preview for greenhouse professionals

Photos © Greenhouse Management staff

It’s time once again to gather in Columbus, Ohio, and learn ways to sharpen your growing and management skills at Cultivate’25. Our preview identifies some of the greenhouse-centric educational seminars that you may find valuable for you and your staff.

For the full list of educational sessions, visit cultivateevent.org. Refer to AmericanHort’s on-site guide for up-to-date session times and locations.

MORE: Are you ready for Cultivate? Check out these trade show dos and don'ts

Cultivate'25 schedule:

Saturday, July 12: Education sessions 8 a.m. - 5 p.m., trade show closed.

Sunday, July 13: Education sessions 8 a.m. - 5 p.m., trade show floor open 9:30 a.m. - 5 p.m.

Monday, July 14: Education sessions 8 a.m. - 5 p.m., trade show floor open 9 a.m. - 5 p.m.

Tuesday, July 15: Education sessions 8 a.m. - 12 p.m., trade show floor open 9 a.m. - 2 p.m.

SUNDAY

Morning Jolt! Keynote: The Bucket List Life — Create More Experiences, Share More Stories and Live More Fulfilled!

8 - 9:15 a.m.
Known as the “James Bond of Speaking,” Kenyon Salo shows how his three simple concepts of living “The Bucket List Life” will guide you to fulfillment on your lifelong journey. During this energetic and engaging presentation, learn how to create phenomenal experiences, share powerful stories and help others along the way. 
Speaker: Kenyon Salo, master trainer and speaker

New Plant Varieties and Trial Results: Trends and Innovations

9:45 - 10:45 a.m.
Stay ahead of the curve with insights into the latest plant varieties and trial results shaping the future of greenhouse production. This session will highlight must-have annuals for the upcoming season, their performance in trials and how they can enhance your production offerings. Learn how trial data translates to real-world results and discover the implications these innovations have for growers. From standout performers to emerging trends, this session will equip you with the knowledge to make informed choices that align with market demands and consumer preferences.
Speaker: Ryan Doughty, production manager at Moss Greenhouses

Train Your Staff How to Water

9:45 - 10:45 a.m.
The decision of when and how much to irrigate is critical to crop quality. With staff turnover, we continuously need to train new employees on how to water plants. The University of Florida IFAS Extension has developed mini-modules in English and Spanish that combine online videos with hands-on activities. After attending this session you can become a certified instructor with access to these training resources.
Speakers: Paul Fisher, professor and extension specialist at the University of Florida; Nelda Hernandez, graduate student at the University of Florida

Meaningful Connections: Mastering Communication that Resonates and Inspires

11:15 a.m. - 12:15 p.m.
In today’s fast-paced world, genuine connections are more important than ever. This session, inspired by the principles of the book “Everyone Communicates, Few Connect,” explores how to move beyond surface-level interactions and build meaningful relationships through authentic communication. Participants will learn actionable strategies to foster trust, engagement and collaboration with their teams, clients and peers. Through practical exercises and real-life examples, attendees will uncover techniques like authenticity, empathy and active listening to transform everyday communication into opportunities for growth and influence.
Speaker: Neal Glatt, coach, speaker, trainer

Leveraging the 80-20 Rule to Make Profitable Decisions

2:45 - 3:45 p.m.
The 80/20 Rule is a fundamental principle that applies to many aspects of life, including your business. Have you ever considered which products you should discontinue, or which customers may no longer be beneficial to retain? Making these decisions can be challenging, but relying on data and analysis rather than intuition or opinions can guide you effectively. Discover how to streamline your product offerings and refine your customer base by applying Lean Flow principles.
Speaker: Gary Cortés, partner at FlowVision

MONDAY

AmericanHort State of the Industry Address

Learn where our industry stands today and what the future holds. Our experts will provide insights on how to plan and navigate the changing market climate driven by rising costs, while also managing business challenges like labor and product availability. The latest thoughts on the political climate and regulatory policy and opportunities will also be shared. Ken Fisher, AmericanHort president & CEO, will deliver the state of the association message. Matt Mika, AmericanHort vice president of advocacy & government affairs, gives the nside Washington perspective. And Gary Charlie Hall, AmericanHort chief economist, provides an economic update.

2025 Trends in Compensation and Benefits to Attract, Retain and Motivate Top Talent

11 a.m. - 12 p.m.
Over the past few years, compensation has accelerated faster than historical norms. Even as the rate of compensation increases begins to pull back, many are unaware of the intricacies of compensation and benefit design. Is it really just about paying a salary we once paid five or 10 years ago or offering the same benefits every year? Not if we want to attract, retain and motivate top talent. Attendees will learn 2025 trends affecting compensation designed to attract talent and keep up with cost of living. Gain knowledge in identifying what benefit trends are working well in attracting and importantly keeping talent as generations of workers shift. Understand strategies to keep a company competitive without breaking the bank. Be ready to share, as we will be looking for the audience to provide their best practices — after all, you are the ones who drive the trends.
Speakers: Michael Maggiotto from BEST Human Capital & Advisory Group; Jazmin Albarran, executive director at Seed Your Future; Julia Nguyen, vice president of HR at Dan & Jerry’s Greenhouses; John Terhesh, nursery & retail vice president at Breezy Hill Nursery; Dana Valley, head of human resources (Americas) at Dümmen Orange

Disease Updates

9:30 - 10:30 a.m.
Improvements in disease control are constantly being developed. Join us as we bring industry professionals together to discuss the new control methods, products and innovations that help growers protect their crops. This session has been approved for pesticide recertification credits in the following states: OH (6D, 6A), MI (3B, 7E, Priv CORE) and PA (Cat PC-2, Cat 06-2, Cat 18-2, Cat 23-2).
Speakers: Francesca Hand, professor at The Ohio State University; Janna Beckerman, ornamentals technical specialist on the Green Solutions Team at Envu; Shannon Carmody, director of plant pathology at Ball Horticultural Company; George Grant GGSPro technical services manager at Griffin Greenhouse Supplies

A DNA Perspective: What’s Trending in Ornamental Plant Virus Detection?

10:45 - 11:45 a.m.
Get an inside look into the steps of conventional PCR detection of plant viruses. Specific examples of viruses affecting ornamental crops will be provided. A molecular technique will also be discussed as an approach to keep up with these ever-evolving pathogens.
Speaker: Aubry Field, founder & lead scientist at Lizzy Blossom

Harnessing the Power of Social Media for Green Industry Success

11 a.m. – noon
Social media is a powerful tool for any green business, from garden centers to growers, landscapers and beyond. This session explores how to create compelling content, navigate platform algorithms and stay ahead of digital trends to engage customers and drive business growth. Learn how to produce high-quality video content, turn followers into raving fans and leverage platforms like TikTok to increase visibility and sales. Whether you’re new to social media or looking to refine your strategy, this session will provide actionable insights to help your business thrive in the digital age.
Speaker: Michael Fiore, president at Smith's Gardentown

Lighting Up the Market: Journey of the First Firefly Petunia Season

3 – 4 p.m.
Join us for an illuminating discussion on the debut season of the Firefly Petunia, the first-ever bioluminescent petunia. As we reflect on its inaugural year in the market, we’ll dive into key insights from growers, retailers and breeders who brought this groundbreaking plant to consumers. We’ll share growing practices for this groundbreaking plant, what worked and what didn’t in our pilot year introduction, retail event successes as well as lessons learned as we look forward. Whether you’re a grower looking to introduce innovative plants, a retailer seeking to maximize sales or a breeder exploring the potential of biotech in horticulture, this session will provide actionable takeaways to help you navigate the next generation of plant innovation. Be part of the conversation as we shape the future of bioluminescent plants in the horticulture industry.
Speakers: Jim Devereux, CEO at Green Fuse; Jennifer Moss, CEO at Moss Greenhouses; Susie Raker, vice president at Raker-Roberta’s Young Plants and president at Rooted in Solutions; Keith Wood, CEO at LightBio

TUESDAY

Selecting and Using Plant Variety Rights to Strengthen Your Business

9 a.m. – noon
An essential part of the horticulture industry is intellectual property rights that are used to protect novel plant varieties. There are numerous options available in the U.S., and the proper one(s) to choose depends largely on the type of plant and the overall goals and strategy of your business. Understanding the nuances of different IP protections is critical.  This extended session brings together experts from the Plant Variety Protection Office, Panitch Schwarze and Ball Horticultural to explore diverse IP protection strategies, including plant variety protection, utility patents and plant patents. Learn about eligibility, the application process and post-issuance enforcement, along with practical examples of how industry leaders like Ball Horticultural decide on protection pathways and the factors that every business should consider when examining IP rights. Whether you’re a breeder, grower or industry stakeholder, this session will provide valuable insights into securing your innovations and preventing unauthorized use.
Speakers: Megan Bowman, corporate patent and trademark lead at Ball Horticultural Company; Travis Bliss, partner at Panitch Schwarze; Stephany Small, patent agent at Panitch Schwarze

Healthy Body, Healthy Business — A Road Map to Revenue, Relationships and Relevance in Today’s Changing Economic Environment

 9 – 11 a.m.
The health of your body mirrors the health of your business — both require time and focus to ensure longevity and sustainability. This session explores the parallels between personal wellness and business vitality, providing insights and strategies to create strong, stable habits for 2025 and beyond. Discover how metrics like body weight compare to inventory, blood pressure to labor/sales ratios and BMI to profitability. Through practical advice and real-world examples, you’ll learn how to balance personal and professional priorities to build resilience and adaptability in a shifting economic landscape. By aligning healthy habits in both areas of your life, you’ll gain a “prescription for success” to ensure you and your business thrive in the face of challenges. Don’t wait for illness — make time for wellness now to secure a strong foundation for 2026 and beyond.
Speaker: John Kennedy, strategist at BoomerWrangle

From Rookies to Rockstars: A Pay & Promotion Model That Works

9 – 11 a.m.
Set your new hires up for success with a clear, step-by-step certification and compensation program. This interactive extended session will help you build a custom roadmap that shows employees exactly what it takes to grow, earn raises and advance within your company. By aligning training with pay progression, you’ll create a culture of motivation, retention and long-term success. Show your team the vision, invest in their development and watch both their performance — and your profits — soar!
Speaker: Ryan Watkins, CEO at HortMentor

From the Horse’s Mouth: Experienced Growers Share Their Biocontrol Stories

9 a.m. - noon
During this extended session, a panel of industry-leading growers and IPM managers will discuss their wins and losses in a panel-based discussion moderated by Koppert’s national ornamental consultant team leader. Learn what’s worked and where some potential pitfalls lie ahead. This is a presentation focusing on practical and repeatable IPM techniques directly from the people who walk in the same shoes that you do. If thrips, aphids or spider mites are problems and you’re looking for information on biocontrols and compatible chemistry, then we have you covered. This will be helpful for growers and technicians with all skill levels in IPM and biocontrols.
Speakers: Jeremy Webber, ornamental crop team leader at Koppert; Vicki Currier from Pleasant View Gardens; Julie Wagner, general manager of garden centers at Wagner Greenhouses & Garden Centers; Alex Wharton, assistant general manager at Star Roses & Plants

Succession & Exit Planning: What’s Your Endgame for a Regret-Free Business Exit

9 a.m. - noon
We’ve all heard the phrase, “Begin with the end in mind.” What’s your endgame? Every business owner will eventually exit — will you do it by choice or chance? This hands-on extended session equips owners with the tools to plan and execute a successful exit. Through interactive exercises and expert insights, you’ll gain clarity on your ideal transition path and the steps needed to maximize business value. This presentation isn’t just about concepts—it’s a working session designed to move you closer to a successful exit. Bring your personal/business numbers and be ready to strategize and engage.

Speakers: Chris Cimaglio, managing partner at BEST Human Capital & Advisory Group and PivotPoint Business Solutions; Ken Lane, business adviser at Hathaway & Lane Direct and PivotPoint Business Solutions; Larry Turow from PivotPoint Business Solutions.