Taking up the cause

During this year’s OFA Short Course, members of the America in Bloom (AIB) board of directors hosted a meeting of industry representatives to discuss how to better promote flowers to increase consumer use. AIB is a non-profit organization that promotes nationwide beautification through education and community involvement by encouraging the use of ornamental plants. Since the start of AIB in 2002, 180 cities in 38 states have participated in the program resulting in the engagement of 22 million people. That accounts for thousands of dollars in plant sales with the potential for future sales.

At the meeting, AIB board members sought input on ways to get more industry businesses, especially growers, involved with the program through additional sponsorships and funding. Another goal is to increase participation of cities in its beautification contest program. The opportunity to attract more cities may become easier as more communities look to revive downtown areas and inner-city neighborhoods with landscaping and urban gardens.

From Gray to Green
An incentive for some cities to consider the AIB program may be this year’s launch of the U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) for Neighborhood Development program. This program consists of a three-phase rating system that certifies a development’s location and design meet acceptable high levels of environmentally, responsible, sustainable criteria.

A number of larger cities, including Cincinnati, Dallas, Los Angeles and Seattle, are considering “capping” or “decking” efforts that turn downtown highways into parks and pedestrian-friendly neighborhoods. USA Today reports that proposals have been initiated to cap obsolete sections of California freeways with parks and multi-use projects consisting of residential, retail and office developments. These projects will provide more plant sales opportunities.

Some of the suggestions to expand participation in AIB were to expand the program to include non-compete categories that might include neighborhoods and schools. This might help to overcome one of the commonly voiced concerns of the need for a major volunteer and time commitment. Another recommendation was to increase corporate participation from large lawn-and-garden retailers, including Home Depot, Lowe’s and Walmart.

The Columbus Dispatch reports that other cities including Youngstown, Detroit and Flint, Mich., are considering converting entire city blocks into green pasture settings or parks. As more cities look to increase the eco-friendliness of their neighborhoods, AIB and the rest of the industry have an opportunity to partner with these communities to turn the bland and barren into the bold and the beautiful. 
 
For more: America in Bloom, (614) 487-1117; www.americainbloom.org.