2019 ASHS Annual Conference

All of agriculture is preparing for a generational shift as young industry professionals are poised to take over, with the 2014 U.S. Census reporting the average age of the American farmer being 58.3 years. Florida’s nursery industry is not immune to this, where the reported average age of a horticultural operation is approximately 25 years and counting. The objective of this research was to understand young industry professionals’, identified by researchers as those under 40 years old, perceptions of the university system including Extension and to understand their research and informational needs. Focus group research is a commonly used methodology that allows researchers to have a better depth of understanding of participants’ reasoning and reactions to questions. During the focus groups, participants were asked specific questions about when, why and how they use University of Florida Extension resources when searching for information about the horticulture industry. The focus groups were audio recorded and transcribed, and were then analyzed using MAXQDA2018. Researchers found that young industry professionals used university resources most frequently when searching for solutions to problems, such as identifying and treating insect pests or identifying and treating plant diseases, and had nearly exclusive preference for online resources. Participants also mentioned using university events for networking with other professionals and as being satisfied with the easy-to-digest format of Electronic Data Information Source (EDIS) publications by the university. Young industry professionals also stated failure to be called back and timeliness of information to be some of the biggest barriers to working with universities and Extension. Participants also identified a need for universities to employ more individuals who understand food systems, specifically the local food movement and urban gardening, and have a better understanding of the nursery industry and plant production process. These findings can be used to guide university administrators in developing Extension programs and when defining the responsibilities of an Extension agent. Additionally, training new Extension employees in the areas of food systems, specifically vegetable production, and nursery plant production will be beneficial to the industry.