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INSIGHTSQuarterly Newsletter Summer 2017 Published in August 2017
As summer will soon draw to a close, Ihope each of you has had the opportunityfor some vacation time with family andfriends. As for myself, I have alwaysenjoyed the summer months and,residing in close proximity to the AtlanticOcean, there areconvenientopportunities to enjoythe beach sand and surf.There is just somethingso relaxing and peacefulabout the sea breeze andcrashing ocean waves.
Summer also meansCultivate in Columbus,Ohio, and this year’sevent brought about afew changes. With theexpanded conventionhall and a host of newexhibitors, thetradeshow was largerthan ever. With all exhibitors relocatingto new booth spaces, there were quite afew surprised faces from attendees. Afterall, most of us had been in the samebooth location for more than a decade.While some of our membership was lessthan happy about their new location, onthe bright side, most attendees Iencountered expressed optimism for thisfall and for the continued growth of theindustry.
Our NGMA reception at Cultivate was ahuge success as well. It was great to see somany of our member companies andmultiple representatives from eachcompany in attendance. In addition, we
were able to connectwith a few potentialmembers whoexpressed interest in joining NGMA.Our reception certainly achieved our goalof providing an opportunity to network
with others whileexposing potential newmembers to ourorganization. I want toexpress a well-deservedappreciation to LeahScantland forcoordinating oursuccessful and well-attended event.
Also, mentioned duringour reception was theopportunity to host anNGMA-sponsoredwebinar. If anyone has aspecific topic of interestthat they would like to
discuss, please contact our NGMAcorporate office for more details.
It was nice seeing everyone in Ohio, andhopefully, everyone experienced a greattradeshow. Based on the feedback Ireceived from attendees, our industry isenjoying a positive growth trend,especially in specific markets. Hopefully,this trend continues well into the futureand results in positive growth for each ofour respective businesses. I hope each ofyou enjoy the remainder of summer andhave a successful fall season.
Mark DavisPresident of NGMA
Message from the President
NGMA at Culitvate ’17Mark Davis
PAGE 2NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION SUMMER 2017
C O N T E N T S
NGMA’S MISSIONSTATEMENT
Material in this e-newsletter may berepublished with permission of NGMA andwith proper line credit. Mention ofcommercial products in this publication issolely for information purposes andendorsement is not intended by NGMA.Material does not directly reflect the opinionsor beliefs of the Board or staff.
OFFICERS
PRESIDENT
Mark DavisAtlas [email protected]
PRESIDENT-ELECT
vacant
SECRETARY/TREASURER
Bobby HarrisAcme Engineering & [email protected]
IMMEDIATE PAST PRESIDENT
Leah ScantlandLudy Greenhouse Mfg. [email protected]
DIRECTORS
Chris BeytesBall [email protected]
Ron DaemenRidder HortiMaX North [email protected]
Patricia DeanWadsworth Control Systems [email protected]
Tim LauerAlbert J. Lauer, [email protected]
Adam PoundAgra Tech, [email protected]
Tom VezdosRough Brothers, [email protected]
NGMA 2017–2018 Board of Directors
NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION2207 Forest Hills Drive | Harrisburg, PA 17112800-792-NGMA | 717-238-4530 | 717-238-9985 faxwww.NGMA.com Office Hours: Monday – Friday, 8:30 a.m. – 5 p.m. EST
EXECUTIVE DIRECTOR: Lisa Ruggiers, [email protected] EDITOR: Carolyn Kimmel, [email protected]
Click the Facebook logo to go to the NGMA homepage on Facebook.
Cultivate ’17 Page 3
Association NewsPage 4
Industry NewsPage 5
How to Close Sales in the Google Era
Page 7
Advertising on the NGMA Website
Page 8
Contact the Headquarters of NGMA
NGMA’s staff wants you to get the most out of your experience with NGMA.We are available to serve you, so please do not hesitate to contact staff with anyquestion or concern that you may have. For a full staff listing, please click here.
INSIGHTS is a quarterly publication of the
NATIONAL GREENHOUSEMANUFACTURERS ASSOCIATION (NGMA)
Winter issue is published in FebruarySpring issue is published in May
Summer issue is published in AugustFall issue is published in November
To represent and advance theinterests of the greenhouse
industry through education,networking and communication.
PAGE 3NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION SUMMER 2017
Cultivate ’17 Held July 15 to 18
PAGE 4NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION SUMMER 2017
Raise Your Voice for Our Industry
NGMA is seeking members who are willing to give a45-minute presentation via webinars.
Don’t worry; webinar technology training will beprovided! We just need willing participants to representNGMA and our industry.
Suggested topics include:
✿ Heating for greenhouses
✿ Lighting for greenhouses
✿ Permitting greenhouses
✿ Greenhouse efficiencies
✿ How to get the best ROI with your greenhouse
✿ Need-to-know facts about greenhouses andgrowing for... (cannabis, hydroponic vegetableproduction, etc.)
✿ Converting greenhouses to grow cannabis
✿ Or let us know what you are willing to present!
Contact NGMA Communications Director MichelleKeyser at [email protected] if you arewilling!
Welcome, New NGMA Member
Please welcome the following new member to NGMA:
Autogrow Systems LimitedDarryn KeillerAuckland, New Zealand
Member Benefit Spotlight:Website Promotion, Information & Advertising
Did you know that as a member you can access analphabetical listing of each member on NGMA’s website?
The listing includes contact information and is availableby member category. The website also includes “HelpfulHints,” which may be printed and distributed toclientele, and copies of NGMA standards and guidelines.
Learn more about all your member benefits here. Ifyou have additional questions, please contact AngelaBurkett at [email protected].
NGMA Association News
NGMA Spring MeetingApril 8–10, 2018
Hilton La Jolla Torrey Pines in San Diego, Calif.
Save the Date!
Pacific Ocean at LaJolla,California, USA
The NGMA Spring Meeting will be April 8through 10 at the Hilton LaJolla Torrey Pines inSan Diego, Calif.Join us in the exclusiveresort community of LaJolla, on the 18th fairwayof the championshipTorrey Pines Golf Course, which was the site ofthe 2008 U.S. Open. The resort has a horizon view of the Pacific Oceanand offers a host of nearby attractions including
La Jolla Cove, the BirchAquarium at ScrippsInstitute ofOceanography, the SanDiego Zoo and Old
Town, full of historic buildings, shops, and vibrantoutdoor cafes.As always, the meeting provides a great mix ofnetworking and advancing our knowledge of ourindustry!
PAGE 5NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION SUMMER 2017
AmericanHort Launches Event toEngage and Retain Young Professionals
At Cultivate ’17, the AmericanHort GenNextcommunity kicked off its new effort aimed athorticulture’s young professionals, called CareerUP.
The day-long workshop was aimed at helping the nextgeneration of growers gain the business sense and skillsthey need to grow their careers and the overall industry.
“A growing concern in our industry is the serious needto develop young, skilled professionals who willcontinue to move the industry forward,” said KenFisher, AmericanHort president and CEO. “Thisgenerational transfer is reaching a critical point, andAmericanHort is working to address the issues.CareerUP is just the starting point for helping youngprofessionals achieve the skills necessary for healthycareers while developing skills to support businessgrowth and industry sustainability.”
The inspiration series included tips on buildingcredibility and confidence and effective strategies forbusiness. Participants also heard stories fromhorticulture trailblazers who have faced and overcomechallenges common to those new to the industry.
“Young professionals are the lifeline of the industry, andour success determines the future of horticulture,” saidStephanie Whitehouse, GenNext communitycoordinator and general retail manager at DickmanFarms. “One of the biggest struggles we’ve heard fromour peers is the desperate need for communicationstrategies, which is why we’ve centered this firstCareerUP event around that. Strong communicationabilities are the foundation that every successful careerneeds, so we’re excited to provide our peers thisopportunity.”
CareerUP was developed by the AmericanHortGenNext Community with professionals involved withthe industry Facebook group Emergent.
Taking Greenhouses to New Heights
Lufa Farms is revolutionizing urban agriculture bygrowing produce-to-order and feeding thousands fromrooftop greenhouses.
Frustrated by the mystery surrounding supermarketproduce, Canadian Mohamed Hage and his wife LaurenRathmell reimagined food production. They realizedfarmland was disappearing rapidly at the same time asthe population grew exponentially — leaving lots ofunanswered questions about the sustainability of thefood supply.
“One of our big frustrations was going to the grocerystore and having so many questions,” Rathmell says. “Weknow this tomato is coming from far away, but where’s itcoming from? Who grew it? How was it produced? It’sjust something on a shelf, so far removed from where itcame from and so little we know about it.”
Hage presented a TEDx Talk on the topic, explainingthat food travels 1,500 miles on average before landingon a plate — losing flavor and nutrients as it’s repacked,refrigerated and resold. “The process of industrialfarming is far from optimal,” Hage says, describingcommercial farms as massive consumers of land, energyand water.
He wondered: “What if you could grow food in a moreresponsible way … and go straight to the consumer?”With that vision to “grow food where people live andgrow it more sustainably,” Hage and Rathmell, alongwith Yahya Badran and Kurt Lynn, founded Lufa Farmsin 2009.
To read more about their efforts, featured in recently inProduce Grower, click here.
Ushering in the Future
Why thermal management is critical to the evolution of LED grow lighting
The world is undergoing a revolution in horticulturallighting that will have wide-ranging implications interms of how and where we grow and what crops weconsume. The move from high-intensity dischargelighting to LEDs is slashing electric bills for indoorfarmers. Alongside cost, the reliability and longevityhave both improved, reducing maintenancerequirements.
The “instant on-and-off ” aspect of LEDs makes them
Industry News
continued on page 6
PAGE 6NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION SUMMER 2017
easily integrated into automated growing cycles tomaximize plant growth. And with wavelengthsoptimized for different crops, power usage can bereduced further. The lower heat output of LEDs meansplants can be grown closer to light sources, allowing forbetter use of space.
Analysts LED Inside predicts the market will reach USD$500 million by 2017, while WinterGreen Research seesit reaching $1.8 billion by 2021.
To read more, click here.
Recharge Your Batteries
Lead by example: Take time off after the busy springseason and encourage your team to do the same.
By Sherene McHenry, for Greenhouse Magazine
Congratulations, you have survived another busy season.I trust you’ve taken time to thank your employees for ajob well done and to celebrate their achievementsindividually and as a team. It truly takes a village to besuccessful in this industry.
Now that things have slowed down, I hope you’re takingtime to refresh, restore and rejuvenate. Just as plants godormant in the winter so they can bloom again in thespring, it’s important to recharge your batteries whenbusiness slows down.
Unfortunately, we live in a culture where people areworking longer hours, yet leaving more and morevacation days on the table every year. According to arecent survey conducted by the U.S. Travel Association’sProject: Time Off, 55 percent of Americans didn’t takeall their vacation days in 2015, up from 42 percent in2013.
To read about things you can do to help yourself andyour team refresh, click here.
Publication Expands Scope and Accessibility
The Journal of Environmental Horticulture was born in1983 to connect the horticultural industry tohorticultural research and the researchers to the
industry. Horticultural Research Institute is pleased toannounce changes to both the scope of and access to theJournal with the launch of a new online platformat www.hrijournal.org.
HRI recognizes that highly relevant content, directlyfrom the source, can help guide industry businesses toadapt with new processes and protocols. The Journal ispeer-reviewed, so you can count on the legitimacy of thecontent.
Until 2013, the Journal was available only to paidsubscribers as a quarterly print publication. In 2013, theJournal began publishing articles online.
Bringing research to life in a digital environmentimproved industry access to relevant horticulturalresearch and gave researchers greater opportunity forcollaboration.
In 2017, the Journal will take another step forward andincrease access to and visibility of horticultural research.The publication will celebrate its 35th year of service bymigrating from a subscription-based model to an open-access model and revamping the online user experience.
To read more, click here.
Industry Newscontinued from page 5
• Good news? • New product?• Changedpositions?• Company orindividual award?
• Ideas about what you’d like to see in
your newsletter?
If you have information you’d like to sharewith the membership, please send it to
PAGE 7NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION SUMMER 2017
In today’s technology-driven world, information is cheap.The internet has changed everything for prospects. No longerdo they need the big sales pitch explaining all of the featuresand benefits of a product. There’s a website for that—andprobably many of them. Prospects are savvier than ever nowthat they’re armed with so much information. They are alsomore guarded because of the way sales people have beenportrayed over the past 50 years in the media. Finally,prospects are also busier than ever in history—the averagecorporate employee has well over a full week of work piled upon her desk right now. Times are different in the twenty-firstcentury—sales people and business owners must adapt or die.
A sales person’s job now entails helping prospects identifywhether they’re the right fit for a particular product orservice. Most importantly, the ability to close a sale in today’seconomy depends more one’s mindset than his specificclosing technique.
Bill was the sales manager at a mid-sized construction firmthat struggled with sales despite having an intelligent andcharming sales team. The team had been trained by an old-school sales trainer to smile a lot, turn on the charm and giverehearsed pitches based on some preliminary probingquestions. The result was that they were simply not closingdeals—and the deals they did close were won through verycompetitive pricing.
Bill didn’t understand what the problem was. His sales peoplewould often get positive feedback from prospects about howthey were treated, and people always mentioned how his salesteam had “the gift of gab.”
By giving rehearsed sales pitches based on little information,being insincerely smiley and friendly, and trying to persuadeprospects rather than understand them, Bill’s sales peoplewere acting like all of the other sales people the prospects hadever met.
It’s not that this stuff is inherently wrong; it’s just extremelycommon. When the sales people were perceived as like everyother sales person out there, they instantly appeared lowervalue to their prospects.
The New MindsetIn order to close sales in today’s economy, sales people mustbe different from the rest of the pack. By being authentic andaiming to understand your prospects, you come off as uniquefrom the majority of sales people out there. Think of yourselfas a doctor, rather than a sales person.
When you go to the doctor with a problem in your elbow,the doctor doesn’t say “Well, I have a solution for YOU! Youare simply going to LOVE this fantastic arthroscopic surgerythat we can offer. It is so great!”
That would be ridiculous and insincere, but that is what mostsales people are doing right now.
A good doctor asks you where it hurts, what it feels like, andwhat you’ve been doing that might have caused the pain.
Mirror the doctor-patient dynamic in your selling life.Replace all of that enthusiasm with a genuine desire tounderstand where prospects hurt and determine whether youcan help them.
People open up to those that they perceive as a real personthat understands them. A connection with a prospect isultimately created when they feel that you seek to understandtheir situation.
That is why sales people must change their goal when withprospects. The entire focus of sales meetings must be on theprospect and his situation. This is achieved when you askquestions that begin to dig into where the prospect hurtsabout his current situation.
For example, rather than begin a sales meeting by talkingabout the benefits of your product, begin with one of thesequestions:
1. “Tell me about your challenges with regards to…[your category of service or product]”
2. “Give me an example of that challenge.”
3. “Tell me a little more about [prospects challenge]”
It goes back to that doctor’s mindset. A good doctor willthoroughly examine a patient before telling the patient ifthere is a solution. Only a quack doctor will offer a solutionwithout identifying the real problem. Sales people must havethis same mindset with their prospects. Realistically, aboutfifty percent of your prospects will not be a good fit forbuying from you. This could be for a wide range of reasonsfrom, they don’t need your stuff to they don’t have anymoney.
Whatever the reason, it is your job to discover as quickly aspossible whether they are or are not a fit for you and yourcompany’s product or service by using your doctor’s mindset.
As life has become more complicated, many sales people havesought more complicated solutions to their selling problems.However, the solution is not complicated. In fact, it is assimple as a small shift in mindset.
Vince Lombardi once said, “Some people try to find things inthis game that don't exist but football is only two things—blocking and tackling.”
The same is true for selling. By changing your mindset tothink more like a doctor, rather than like the traditional salesperson, you immediately move into an elite group of salespeople that stand out from the pack. This is the differencerequired to close the sale in the new economy.
How to Close the Sale in the Google Era
About the Author: Marc Wayshak is a salesstrategist, the author of two books on salesand leadership and a regular onlinecontributor to Entrepreneur Magazine and theHuffington Post Business section. Get his freeeBook “25 Tips to Crush Your Sales Goal” athttp://gameplanselling.com/. Follow him onTwitter: @MarcWayshak. Marc Wayshak
by Marc Wayshak
PAGE 8NATIONAL GREENHOUSE MANUFACTURERS ASSOCIATION SUMMER 2017
Reach New Clients by Advertising on the NGMA WebsiteThe NGMA Website Advertising Programis designed to keep your company’s namein front of the thousands of visitors to theNGMA website. NGMA offers twoplacement positions for advertisements onwww.ngma.com, both horizontal bannerpositions and vertical banner positions.We are offering multiple positions for eachbanner type. Your ad won’t get lost in thefray, though. The maximum positions forthe horizontal banner will be 5 and amaximum of 3 for each of the two verticalbanners. Advertisements will rotate on aconstant basis within 7 and 10 seconds.
During the past three months (May, Juneand July), the NGMA website had 2,135visits for a total of 6,207 page views andapproximately 71 percent of those visitorswere new to the site. Just think…your adcould have reached every one of thoseindividuals visiting the NGMA website.
If you are interested in advertising on thewebsite, please download the WebsiteAdvertising Program document, orcontact [email protected]. We look forward to being ableto promote your company through the NGMA website.
NGMA member rates for website advertising
Placement Ad Type Ad size # of Positions** Rates of NGMA Members (per month)
1 month 3 months 6 months
Run of Site* Horizontal Banner 810 x 100 px 5 $149 $139 $119
Vertical Banner 120 x 240 px 6 $99 $89 $79
Non-member rates for website advertising
Placement Ad Type Ad size # of Positions** Rates of non-members (per month)
1 month 3 months 6 months
Run of Site* Horizontal Banner 810 x 100 px 5 $199 $179 $159
Vertical Banner 120 x 240 px 6 $119 $109 $99
*Run of site is defined by all public pages.**Ads will rotate up to the maximum number of positions on a constant basis.