Promoting Horticulture: A National Initiative

The Promotion of Horticulture Initiative began in 2013 with Longwood Gardens and ASHS. Additional collaborators include APGA, NJHA, AmericanHort, and AHS.  Overwhelming support for the need to change the perception of horticulture has been received from universities, horticulture associations, public gardens, media, and industry.  We agree on the following issues: 1) horticulture industry, government, and academia need educated, well-trained employees; 2) student numbers are declining in many academic programs; 3) leaders are the lifeblood of the industry—who will be our next leaders?; 4) identity of horticulture is eroding—plant science versus horticulture—do names affect enrollment?; 5) reduced contact with plants as kids grow up; and 6) the lack of appreciation and awareness of plants.  In 2014, FleishmanHilliard along with Scholastic were selected to develop a research, communication, education, advocacy, and marketing plan. Focus groups and surveys throughout 2014 revealed key information about horticulture. Although more research is being conducted, we have learned that there is universal support for the promotion of horticulture, especially as a viable and important career for young people.  Other key findings to date include: to appeal to youth, it will be important for the initiative to give horticulture a face, especially a face of innovation and youth.  A majority of respondents cited health and nutrition as one of the important benefits of horticulture. Awareness of the field and economics were two of the challenges noted by the more than 500 online survey respondents. While lack of awareness is one of the biggest challenges facing the industry, it is also its greatest opportunity. A strategic plan has been formulated along with an Advisory Council and a National Leadership Cabinet. A timeline and further updates will be presented on the initiative.