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Published:5/23/2007

As Doug Hensel, president of the Great Big Greenhouse located in Richmond, Virginia says, “We are no longer simply an industry of cows and plows.” Recently, a study conducted by the University of Tennessee and University of Florida identified the green industry to supply the nation with $147.8 billion in output, nearly 2 million jobs, $64.3 billion in labor income and $6.9 billion in business taxes. These numbers are significantly higher than other statistics because they better define the “entire” green industry, including wholesale nursery, greenhouse and sod growers; landscape architects, designers/builders, contractors and maintenance firms; retail garden centers, home centers and mass merchandisers with lawn and garden departments; and marketing intermediaries, such as brokers and horticultural distribution centers (re-wholesalers).

When looked at as a whole, the green industry is one of the United States’ fastest growing business sectors. “Through unification,” Doug says, “we will be able to provide more effective research, legislative influence, products and services and education as well as more effective distribution of industry scholarships.”

Since 1989, Hensel and his colleagues, members of the Virginia Green Industry Council (VGIC), have strived to get Virginia’s green industry groups to work together. Still, while consolidation remains a novel idea to some, it most certainly has not remained a novel idea to the industry as a whole, and similar efforts exist in states including Maryland, Georgia, New York, New Jersey, Minnesota, New Mexico and North Carolina.  

The Maryland Green Industry Council is a coalition established in 2002, for the purpose of representing green industry interests in the legislative and regulatory processes in Maryland. MAGIC’s efforts include furthering the understanding of industry issues among legislators, regulators, the governor's office and consumers through education, promotion, expert advice and testimony.

Project EverGreen, www.projectevergreen.com, likewise has initiated a similar mission: raise the awareness of the environmental, economic and lifestyle benefits of landscapes and promote the significance of those who preserve and enhance green spaces at home, work and play. This nonprofit organization is comprised of an alliance of green industry service providers, associations and suppliers/distributors.

Lin Diacont, president of VGIC, says, “The challenge for the present-day industry is to be recognized as the champion for environmental protection.”

VGIC, specifically its Go Green project, has made a commitment to adhere to the following best practices:

• Protect the soil from erosion.

• Monitor and apply fertilizers, herbicides and insecticides in an environmentally friendly manner.

• Adhere to the highest environmental and professional standards in dealing with the public, suppliers and customers.

“While some businesses remain solely focused on relationship building in the areas of employee, client and community, collectively we, the Green Industry of Virginia, recognize an eco-relationship with the environment. I see our challenge as staying abreast of cutting edge technologies that are available to us; so, we can do everything possible to be stewards of the environment,” Lin says. VGIC’s goal is to advocate philosophies that avoid contributing to non-point, unidentified source, pollution, which affects Virginia’s water quality every day. “As we VGIC members say,  ‘Go Green!’ Become a champion for the environment and unify the green industry in Virginia.”

Adding Members

Although there are those who question the commitment to such a lofty goal, after establishing their mission - to unify, strengthen, and promote the Green Industry - VGIC sought out a broad-based membership and through this affiliation have successfully acted as an informational clearinghouse for educational, legislative, marketing and research information impacting the entire industry. For example, since its conception, the Council has sponsored the Green Industry Exposition at the State Fair of Virginia, an event that showcases Virginia’s industry to the general public. The Council’s present-day activities include consumer education, coordination and promotion of certification, distribution of monthly news releases, maintenance of an online speakers bureau, promotion of careers and scholarships, coordination of grant applications, provision of ask the experts and the collection and consolidation of statistics related to the economic impact of specialty crops.

“Still, regardless of former accomplishments,” says Jeff Miller, VGIC’s executive director, “it was not until we so-to-speak bit the bullet related to developing a strategic plan that we truly moved forward. Through soliciting a grant to support our structural activities, we acquired the knowledge of a viable public relations firm and were then able to more clearly define our goal ‘to unify, strengthen and promote the Green Industry and maintain, promote and certify industry practices and principles that keep Virginia green and growing’.” Since implementing these broad-based strategies, VGIC has gained visibility with legislators and their aides, co-sponsored the Virginia Arbor Day ceremony at the governor’s mansion and successfully sponsored the first annual Virginia Garden Festival held in September 2006 at the Lewis Ginter Botanical Garden in Richmond.  

“The 2006 festival,” according to Rick Baker, a marketing representative for the Virginia Department of Agriculture and Consumer Services and chairman for the 2007 festival, “was well received by the industry and consumers, alike. In fact, we were told by the staff at LGBG that the 2006 festival attracted more consumers to the garden than any other event in years.  Presently, we have extended an invitation to the industry to participate in our 2007 festival. On September 22, we will challenge consumers to be champions for the environment.” Details are available on VGIC’s consumer Web site, www.VirginiaGardening.com.

More Ideas

Are you struggling to meet the challenge of present-day Industry issues? VGIC, through its consolidation, has implemented a ‘one-stop shopping’ solution for Virginia’s Green Industry, a professional Web site, www.VirginiaGreen.org. Whether the challenge is education or staffing, resources are more readily identified through their umbrella structure. VGIC members have learned that consolidation and working together pools resources, enabling more to be accomplished without increased expense.  

Help the green industry meet its nation-wide challenge and Go Green! Be the champion for our environment by affiliating with your area’s green industry coalition.

Economic Impact

To learn more or read the entire study conducted by the University of Tennessee and University of Florida visit www.utextension.utk.edu/hbin/greenimpact.html.

Sylvia Hoehns Wright is a nationally recognized contributing writer and communications specialist for the green industry. She has taught Communications for the Virginia Community Colleges and presently offers industry workshops. For details of her industry activities, visit www.TheWrightScoop.com; contact (804)672-6007; or e-mail syhwright@msn.com.