The Blogging Nurseryman by Trey Pitsenberger

Sunset Magazine, “The Magazine of Western Living” has a small article they run regularly called, “The Crib Sheet”. This months crib sheet was, “Big-box stores vs. indie nurseries-what to buy where.” They list the box stores on the left and indies on the right. The first thing we learn is box stores are best for, “great deals in mass quantities”. Indies are best for, “unparalleled selection and advice”.  Then the list goes on to say that box stores are best for,

1.”Annuals”

2. “Cactus and succulents”

3. “Herbs (the basics, rosemary, sage and thyme)”

4. “Houseplants”

5. “Shrubs in bulk (any landscape plants you need in quantity such as manzanitas for groundcovers, or hedges.)”

Indies are best for,

1. “California Friendly Plants” and then lists  Rogers Gardens in Del Mar.

2. “Specialty Desert Plants” and lists Berridge Nursery in Phoenix.

3. “Specialty Palms” and lists Flora Grubb Gardens in San Francisco.

So according to Sunset you can go to independents and buy California friendly plants, desert plants, and specialty palms. Go to the box stores for everything else! Why do they come up with this? While these nurseries listed are fine nurseries why are they even listed? I like Flora Grubb Gardens in S.F. but it seems like when ever Bay Area magazines want to talk about independents they always pick Flora Grubb? Most of the plants they sell wouldn’t grow outside the Bay Area, which is mostly frost free.

So if your just a regular gardener with regular needs go to the box stores. If your into California friendly plants, desert plants, or specialty palms, go to an independent.  Do people really need a “crib sheet” to help decide where to shop for gardening supplies? Why not offer a crib sheet comparing returant chains like Mc Donalds to independent restaurants? After reading this who wouldn’t head straight for the box store?  And why do these nurseries get mentioned? I have to go to Rogers Gardens in Del Mar, which is one of the most expensive nurseries on the west coast, to get “California friendly plants?”

Is this how the main stream media sees independent nurseries? Especially Sunset which has been friendly to independents before. Maybe this was just a poor thought out article and will be the exception rather than the rule. Or maybe we in the independent garden center business have our work cut out for us.

I posted about our new Linkedin Group, “Garden Center’s, Nurseries, and New Media” yesterday. Here is the link to the group. We now have 33 members and growing. What’s really cool is the caliber of people joining. Not just another trade organization, this is an attempt to gather all the people who care about garden centers and the horticultural businesses. Garden Bloggers, trade publications, nursery owners, nursery employees, and consultants are involved. Using new media like Linkedin, blogs, web poages, e-news, twitter, etc., we are building a new world interconnected by our common interests. The people in this group will be leading the way! Won’t you join us?

Update:

While most everyone is approved I am concerned with spam, etc. If you want to join, at least have a link to your blog or web page. I do check these out to make sure your a real person. I had a request from a investment banker, but no web page or company name. Without some indication that your are here to contribute not spam, we can’t approve you. Just give me link, address, e-mail, or something. Thanks.

Recently at Linkdin I started a group called, “Garden Centers, Nurseries, and New Media” We have members from new media, trade publications, garden centers, and nurseries. If your a garden blogger who has written on garden centers we want you. This is not a trade group. We have plenty of those around. This is something new. People who care about nurseries and garden centers and believe in the power of new media.

Just today Linkdin downloaded a new function for the groups, discussions. I have started a discussion titled, ” Will Hines Nursery survive its recent bankruptcy? Should wholesale nurseries sell to just boxes or indiependets or can the sell to both?”Got something to say? Why not check out our group and see if it’s for you? I believe you don’t even have to be a member of Linkdin to join. Here is the link.

The Hines Nursery Bankruptcy story is responsible for the largest amount of traffic to this site since we started in July of 2005. I realize that it is a huge story. A lot of independent garden centers and nurseries depend on Hines for much of their stock. They may not have the access to regional growers like we do here in California. They are concerned and worried about who, if anybody is next. We all know that the nursery business is in a rapid state of change. All we can do sometimes is just hold on for the ride.

Here is a link to more post we have done on Hines.

I was checking out some information on hydroponics on the web. We had talked about the hydroponic business earlier . The author, I don’t remember his name, was recommending that hydroponic shops think about changing their names to “garden centers”. It would convey a different image than “hydro-shop”.

It interesting because we have been discussing whether the term “garden center” was mis-understood by the younger generations, and whether we needed to change our image by calling ourselves something besides “garden centers”.

Sometimes in our efforts to appear relevant to generation x and y we make changes we think will help. Apparently the hydroponic crowd, which is full of generation x and y thinks the term “garden center” would help their part of the horticultural businesses be better understood.

Interesting.

Got a couple of comments on my post, “I couldn’t make it to the IGC show.” Sabine asked, ”Do you visit other garden centers that are not in your area whether on a faraway trip or 100 plus miles away? If you call ahead, how are you received? And have you ever had a fellow garden center stop by for a visit? Do you like them?” The answer is yes! Monica and I almost always stop in and visit nurseries where we are traveling. I let them know who we are and that we are just checking things out. Most of the time they are thrilled, just like when I receive visits from other nurseries. We just had a visit a couple of months ago from the manager of Amador Flower Farm. It’s about 30 miles from here. Apparently some of our customers we’re there and raved about us ,so he made the trip to visit. The best part is he bought some plants! I say visit other garden centers as much as possible.

As far as the IGC show I agree that being there would be the best experience. What’s being missed is we CAN”T go. Like Sabine said, ” We were planning on going but couldn’t for two reasons, timing, we are super busy right now with getting our little garden center up and running (open by spring 2009) and secondly, money. It would have cost over $3,000 just to travel there, hotel, food, trade show, and registration. That money would cover the new doors on the greenhouse or half of the shade structure.”

Small garden centers are always left out of the loop. That’s just the way it is. We don’t have the money, or time to fly half way across the country. Besides we have trade shows a lot closer to us, like San Francisco. The other thing is after going to trade shows for the last 25 years they just don’t excite me much. Yea, I am burned out on them. I go the the Nor Cal show every so often and it just doesn’t cut it for me anymore. Please don’t take this as a put down of trade shows. It’s just that for me personally the idea of attending doesn’t get my juices flowing. That’s why I like the idea of simulcasting the speakers presentations. At least we could be involved at a level we can afford in time, money, or intrest.

The Hines Nursery bankruptcy is no surprise here. Over the last couple of years the number of visitors that come to this blog looking for Hines Nursery News has been steadily growing. Google Hines Nursery Blog and up comes this blog. All this time the people most affected by the problems at Hines have been coming to this blog and this one particular post for information. I, and anyone who checked in on that post over the last year could see the writing on the wall.

This amazes me! One of the biggest horticultural concerns around goes bankrupt and the only information you could get about what was going on over the last year was management saying they have a plan, and the people who worked at Hines telling it like it is here.

Why did this blog become a lightning rod for Hines Nursery News? It was the only place where people who worked with Hines could speak their mind and be heard. Following the stats you could see someone would post a comment and soon someone at Hines would check it out. Pretty soon people who didn’t bookmark the blog address would Google “Hines Gecko Blog” to get here.

There is another reason why this became the place to go for info on Hines. From the very beginning my posts about Hines have been from the perspective of a former customer. The small nursery that felt left out as companies like Hines sold their souls to Home Depot and Lowes. That’s their right, but so what. It still amazed me that a company like Hines would sign on to a program like pay for scan, where they are not paid till Home Depot sells it. If the mega chain didn’t sell a plant, Hines wasn’t paid. Let them all die on the tarmac, even before they got into the store? Home Depot didn’t pay, Hines picked up the bill, and the dead plants. Of course none of us small, independent garden centers ever received this type of special treatment.

Things have changed. Before small garden centers like mine could only speak up at trade events or to sales reps. Now we have blogs where we can speak our minds, and it’s changing the face of the horticultural world.

I was wondering why this blog was getting a large amount of visitors today looking for info on Hines Nurseries. Now I know! According to Greenhouse Grower Hines Horticulture has filed for bankruptcy. According to Greenhouse Growers web site, “Hines Horticulture filed for bankruptcy, the company announced Wednesday, after listing debt of as much as $500 million and assets of less than $50,000 in Chapter 11 documents filed. The news is disappointing to us at Greenhouse Grower because Hines made strides over the last couple of years to set the company on the right course for the future.”

We have been discussing the situation at Hines, one of the largest wholesale nurseries in the country for the last couple of years here. This August 2007 post on Hines has over 36 comments from employees and others. Anyone reading that post and the comments could see the writing on the wall. I am proud that this blog offered a place for people who felt let down by the company, as well as those who support the company to express their views.

I wanted to talk about some of the things that we are doing to keep business going during these rough economic times. Over at Fishing for Customers Blog. Chuck McKay has 7 areas to focus on. Yesterday he was focusing on revenue and customer service. The last paragraph is what interested me. “Listen to what your customers are telling you. Watch how they’re behaving. Consider what it feels like to be your customer in this economy. What would you do in their situation?”

Interesting comment from Jodie at Glenwild Garden in northern New Jersey. “Interestingly, we’ve had what seems to be a great year, until you look at the numbers. What I mean is, we’ve had great responses from people, more new customers from farther away, lot’s of traffic, etc.–however, sales are down. People just aren’t laying out the money the way they used to. Me either, and I’m a good little consumer, sad to say.” This is exactly our experience here this year.

Listening to the customer involves getting out of the office. I am making sure to not let the bills, ordering,etc. get in the way of walking the nursery and working with the customer. By being out there I have discovered all sorts of areas where we can increase our selection, and others that we are going to let go. My fertilizer sales are up because of listening to the customer and bringing in what they want.

Here is what I think happens. After being in business for so long we start to think we know what it is people want. We hang amongst ourselves at trade shows looking for the answers. Over at Garden Rant Amy is at the IGC (Independent garden center show) reporting that “ …everybody in the garden center industry is trying to read the tea leaves about how to appeal to two mysterious groups: women and Gen X/Y.”

While I agree that females are a garden centers largest customer base, it’s actually the crowd 40 and over that make up our biggest customer segment. Why worry about how to appeal to gen x and y when the “baby boomers” are out their right now walking the nursery. Amazingly there are some things that Gen x and y want that generation “baby boomer’s” want, too.

Rather than wondering what our customers want based on generational differences I think our customers group around ideas. “Organic gardening” appeals to gen x and baby boomer’s. The same with “specialty fertilizers” like bat guano, or alfalfa meal. They are purchased by a cross section of generations. Succulents seem to be enjoyed by old and young alike.

Talk to your customers, look at them not based on their generation, but on their “global” views? Once we know what our customers are “into” we can make sure we have plenty of “it”. Trying to figure our entire generations and their buying habits is too difficult. Instead people group in tribes, whether they know it or not. The “organic gardening tribe”, “native plant enthusiast tribe”, “vegetable and fruit growing tribe”, “perennial enthusiasts tribe”, etc. Once you figure out what tribes are spending the most with you you can focus on them, regardless of which generation they are in.

For some reason the little box that should have been left unchecked got checked. With the last couple of posts your comments couldn’t be posted. They can now. You always assume the blogger is aware of these things when most of the time it’s the readers that alert me. Thanks to Jodie at Glenwild Garden Center for the heads up.