Production and Marketing Practices and Trade Flows in the United States Green Industry in 2013

Abstract

A national survey of 32,000 U.S. ornamental plant grower and dealer-retail firms was conducted to collect information on business practices and operating results for calendar year 2013. A total of 2,657 valid respondent firms reported annual sales of $3.957 billion, and employment of 38,657 fulltime, part-time, seasonal and foreign H2A workers. About 43 percent of sales were at retail to final consumers, and 57 percent through wholesale market channels, including landscape contractors, re-wholesalers, home centers, garden centers and mass merchandise stores. The top five specific plant categories reported were flowering annuals (bedding plants), deciduous shade and flowering trees, herbaceous perennials, deciduous shrubs, and vegetables/fruits/herbs. Container-grown plants were the predominant product form. Sales were reported for marketing practices such as advance contracting, brokerage, and transaction methods such as telephone or in-person sales. The internet was the largest advertising medium. International exports were a small share of total sales (<1%), while sales outside the production area for eight agroclimatic regions of the United States represented less than one percent to 36 percent of sales. Groundwater wells were the predominant source of irrigation water, and overhead sprinklers were the largest application method, followed by drip irrigation and hand watering. Factors perceived to be most important for the overall health of the green industry included market demand and weather uncertainty.