2019 ASHS Annual Conference

With the impending retirement of “Baby Boomers,” the horticultural industry is preparing for a generational shift in owners/operators and nursery employees. Understanding the confidence of the next generation of young industry professionals, identified by researchers as under 40 years old, as well as current trends they are observing in horticulture, serves an important role in identifying ways university researchers and Extension faculty can better serve them. The objective of this research was to understand young industry professionals’ confidence in the future of the horticulture industry as well as identify any current trends they are observing. Focus group research is a commonly used quantitative research method that allows researchers to have a better depth of understanding of participants’ opinions. During the focus groups, participants were asked specific questions about their perceptions of the future of the horticulture industry and any trends, either positive or negative, that they are observing in the industry. Data was analyzed using the constant comparative method in MAXQDA2018 after the focus groups were audio recorded and transcribed. Researchers found that young industry professionals are confident in the future of their industry, however, they are not immune to many of the pressures associated with urbanization – skyrocketing property values and increased complaints and conflict with neighbors over land use and production practices. Many participants involved in food systems discussed the enthusiasm that many urbanites have for food production as a boost in confidence, but cited pressures due to urbanization, especially in the affordability of space in urban areas, as a negative trend affecting new producers. Young industry professionals also identified negative trends associated with the changing labor market, as finding qualified laborers and college graduates with horticulture degrees is becoming more and more difficult. Participants also discussed the impact of transitioning to the new generation of horticulturalists, as many operations are being sold due to family members not wanting to continue working in the industry. These findings can be used to guide university horticulture departments, who can work to improve the connection between academia and industry, working with independent growers and industry groups to promote careers in horticulture. Additionally, these results can be used by researchers, who could conduct studies to better understand pressures faced by producers in increasingly urban environments. These findings can also be used to guide new Extension employees in the areas of food systems or production horticulture to help them understand the current state of the industry.