Ellison Lecture Series speaker reviews horticulture industry future
Writer: Blair Fannin, 979-845-2259, b-fannin@tamu.edu
COLLEGE STATION – The future of the horticulture industry may not hinge upon a single factor, but a collection of trends.
Chris Beytes, editor of GrowerTalks and Green Profit magazines, was the featured speaker of the Ellison Chair in International Floriculture Distinguished Lecture Series at Texas A&M University. Beytes travels across the country reporting on a broad range of topics pertaining to large and small business of the horticulture industry.
“My duty to the industry is to share those stories as best I can,” Beytes said.
He said a lot of industry professionals want quick fixes to business problems, but those are hard to come by.
“There’s not anything easy about this business,” he said.
A recent cover story written by Beytes focused on the next big industry change. Dr. Charlie Hall, Ellison Floriculture chair, was featured in the magazine along with a panel of experts.
Beytes said the next big thing may not be one single thing, but a collection. He discussed several aspects of marketing including alternative markets.
“I know someone who buys all their groceries through Amazon. How do we reach these people?” he said.
New retailing trends and brand marketing are continually changing. Beytes said new marketing concepts are forming where social networking events are held among plant lovers over evening cocktails. There they share, and learn about everything from new varieties to potting plants and other trends.
Beytes also noted nothing beats good customer service when in a niche business.
“Be boutique,” he said. “I’m a boutiquette magazine. All we do is horticulture. Deliver mind-blowing customer service. We are all consumers. Everyday we are out consuming products. Think about when is the last time someone blew your mind? When it happens, you tell someone. Tell a good story about your product.
“You as students should express the fun that flowers and plants can bring to your life. Having fun, being in a beautiful garden, when have you not smiled while being in a beautiful garden?”
