Talking points

“We have to provide solutions for the end consumer… [Millennials] are scared to death of killing [plants]. There’s an emotional attachment to the plant. They’d rather let it stay on the shelf and die than take it home and kill it because they feel bad about that.”

— Tom Demaline, Willoway Nurseries, Avon, Ohio

[On guerilla marketing] “We made these stickers at Cultivate. They fit perfectly [on our lanyards]. And I think the young people like it [because] instead of yelling your message, it’s almost like you’re whispering, so people have to listen a little closer.”

— Candy Traven, Co-owner, Peace Tree Farm Kintnersville, Penn.

“Functionality is what we’re trying to push at [the new consumer]. What they’re pulling is relevance. That’s what matters.”

— Jim Monroe, owner, Greenbrier Nurseries and Hort Couture

“Though you used your competitive advantages to survive the single greatest economic downturn we’ve had in 80 years, those are not the same competitive advantages that are going to carry you successfully into the future. You’re going to have to do some other things, better than you’ve ever done before in order to survive and thrive.”

— Charlie Hall, Ellison Chair in International Floriculture, Texas A&M University

“Sometimes the major challenges that you think are going to be the death of you are the birth of something new.”

— Tony Van Oort, Qualitree, British Colombia, Canada