Organizational Strength, United We Stand

INDUSTRY INSIGHTS WITH JOHN CONROY

I would like to start this column with a heartfelt “Thank You” to the green industry leaders who enthusiastically contributed time and energy to this column. Their generosity characterizes the commitment which they and the organizations they represent tirelessly promote. Our objective here is to encourage your support of organizations which promote your interests as well as those of the green industry at large.

OUR PANEL OF LEADERS

Mary Beth Cowardin leads the AmericanHort marketing and communications team. She has more than 25 years of marketing experience, and worked for nearly a decade with The Ohio Department of Agriculture where as chief of the Division of Markets. Mary Beth is a two-time graduate of The Ohio State University holding both a Bachelor of Arts in French and finance, and an MBA in marketing and international business.

Ben Bolusky has a bachelor’s degree in Political Science and master’s degree in Public Administration, and worked with the American Nursery & Landscape Association for 12 years, even serving as the director of government affairs. After working in Washington D.C, he became the Chief Executive Officer of the Florida Nursery, Growers & Landscape Association. It’s the nation’s largest state nursery/landscape association with 1,500 member businesses, and works to promote and protect the future of Florida’s $25.4 billion industry.

Leslie Herndon is the President of Greenscape Inc. in Holly Springs, N.C., where she began her career 19 years ago. She has a bachelor’s in horticultural science and is a Certified Plant Professional with manager and technician certifications from the National Association of Landscape Professionals. She is the 2021 president of the NCNLA Board of Directors.

Norm Easey has been active in urban forest management and arboriculture in Florida since receiving his bachelors’ degree in Forestry/Resource Management in 1980. He is the Chief Executive Officer of the Florida Chapter ISA, and was previously the Forestry Manager for Sarasota County, Florida and a County Forester with the Florida Forest Service. Mr. Easey also has a part-time urban forestry consulting practice where he specializes in tree risk assessment and urban forest management. He is also a long-standing member of Society of American Foresters

Lanie Riner is the Executive Director of the Georgia Green Industry Association and co-owner of Thunderwood Farms, a commercial greenhouse operation located in Woodbury, GA. Lanie spent years volunteering with the GGIA, Georgia Farm Bureau, and the Center for Applied Nursery Research. She is also a graduate of UGA’s Advancing Georgia’s Leaders in Agriculture and Forestry (AGL), and served as the alumni chair for the group. In her current role as Executive Director, Lanie feels better equipped than ever to advocate for Georgia’s ornamental horticulture industry.

Florida Grower John Conroy Speaks with Business Influencers
About the Role of Associations in the Landscape Industry

It is not possible to thoroughly discuss all the services and benefits which they provide in detail. We have condensed and highlighted their thoughts about key issues for your consideration.

How does your organization represent the needs and interests of your members? 
Organizational leaders all agreed that advocacy is an important component of what they offer their members. Ben Bolusky (FNGLA) states, “As a full-service association, FNGLA is fortunate to have a variety of effective arrows in its quiver which it can deploy.  Perhaps FNGLA’s most fundamental arrow is its exercise of powerful political advocacy at the state and federal levels of government.” Lanie Riner (GGIA) adds, “GGIA offers a multitude of benefits to our members, but at the forefront are our advocacy efforts. Specifically, dedicated legislative relations focusing on ensuring your positions are heard on issues that impact your business.” Many organizations get involved at both the federal and state levels to help steer legislation that advances the green industry. According to Mary Beth Cowardin at AmericanHort, “Our advocacy team focuses on policies that advance our industry and tracks a number of issues from employment and immigration to tax reform, safety, agricultural and horticultural law to name a few.” Norm Easey (FLISA) adds, “Florida ISA has by necessity recently gotten active in Florida State governance by employing a lobbyist to represent our interests and to keep us up to date on matters of interest to our members.” 

Leslie Herndon, President of NCLA & Tim Johnson, Director of NCNLA

They and others also advocate for critical research funding. Bolusky states, “FNGLA often funds and supports scientific research to try to produce both short and long term real-world solutions to vexing industry issues which hinder the flow of business”.

"These efforts by organizational leaders help shape the political landscape which in turn benefits members & can only be achieved through strength in numbers."

How have you moved their interests forward as well as those of the industry?
Organizations help members by keeping their business needs at the forefront of their agenda. According to Riner, “ Most recently, we were victorious in our effort to secure our industry’s essential designation statewide for every sector of our industry at the onset of the coronavirus pandemic.” This was also true of NALP and Americanhort as well. Lisa Schaumann Stryker (NALP) states, “Recently, our team ensured that the industry was considered an essential service provider during COVID-19 so that the industry could continue to work.” Cowardin added, “We've helped the industry understand the pandemic relief programs available to help their business survive during this challenging period.” Keeping green businesses open during the pandemic not only helped small businesses stay afloat but also helped provide a need in the community. Lockdowns saw more people turning to home improvement projects, many of which included landscaping, as people tried to avoid cabin fever and stay active. 

Most organizations also provide social media and website resources to their members. Leslie Herndon of NCNLA told us, “NCNLA has developed multiple platforms for providing marketing services for its members, including a quarterly magazine and biweekly newsletter for exposure within the industry, and social media accounts that has followers throughout the industry and beyond. NCNLA also offers an online directory where members can post their plants and supply inventory, BuyNCPlants.com, and a consumer-focused website, NCGreenprints.com, with projects for homeowners and DIYers, and a directory of member professionals who work with residential customers. The addition of these websites has given our members better tools for working with their customers, and additional exposure within a larger general audience.” 

Craig Regelburgge, SR. VP of Public Policy & Government Relations at the IMPACT Washington Summit

Do you have ongoing educational programs or platforms within which professional growth takes place?  
Education and credentialing are key components for most organizations. Herndon states, “NCNLA offers the Certified Plant Professional exam to recognize proficiency in our workforce and provide public recognition for our qualified professionals, which is unique to our organization.” Credentialing offers a measure of legitimacy that helps build consumer confidence across many states. Riner adds, “GGIA partners with the UGA Center for Urban Agriculture to provide access to the Georgia Certified Plant Professional (GCPP) program and the Georgia Certified Landscape Professional (GCLP).” FNGLA and NALP also offer credentialing. Bolusky states, “FNGLA also endeavors to better the industry by raising the bar on professionalism through its portfolio of six professional certifications.” Stryker adds, “NALP gives members tools to grow their business through certification, industry specific education, training, and programs to help improve operations and increase profits.”

In addition, safety in the industry is a fundamental concern for all. According to Norm Easey, “Florida ISA has worked hard over the past 25 years to lower the deaths and morbidly associated with this dangerous work. Unfortunately, our best efforts with credentialing and education have only impacted about 20% of our industry. Deaths (30 per year) associated with tree work is still way too high. For such a small work force 30 deaths per year is appalling.” Other organizations focus on safety as well. Stryker comments, “NALP is also committed to industry safety, so we offer the Safe Company Program (also available in Spanish) free to all members to help build a stronger safety culture.”

Shanon Spivey (Former NCNLA President & Owner of Spivey's Nursery), Hugh Crump (Past President of NCNLA & Owner of Greenline Designs Inc.) & Richard Lawhun (Executive VP of NCNLA)

What benefits does your organization offer e.g., insurance (legal or personal), bargaining power, political advocacy etc.? 
Organizations offer their members a wide range of benefits. Cowardin states, “Premium members of AmericanHort are able to access our legal and business consultant partners JPH Law and K-Coe Isom to obtain initial guidance on things like tax and accounting practices, financial advice, legal opinions, labor issues, and more.” Bolusky adds, “FNGLA offers a deep and broad menu of exclusive member benefits and discounts.  One rather unique exclusive benefit is a free hotline for member businesses seeking legal guidance to the complex laws governing worksites and employment. FNGLA offers health insurance plans for individual member businesses, as well as exclusive member discounts on new truck purchases, preferential credit card processing rates.”  

(Left) Katie Gustafson Communications Specialist for AmericanHort assists in the Retailer’s Choice Award presentations at Cultivate’21; (Right) AmericanHort’s Tal Coley, Director of Government Affairs

The many benefits and agendas of professional organizations depend on your support. Credentialing cannot be properly administered by governments. Professional organizations are the most qualified institutions in that process.

"The financial & numerical strength of organizations demands the attention of policy makers. Voices in the wilderness are seldom heard. Be relevant, get involved."