A new industry organization is gearing up for a national campaign to promote healthy green space – and the diverse group is determined to garner support along its unique path.
The Evergreen Foundation Advocacy Council hosted a media conference call today, inviting listeners to learn about the green industry group’s progress and future plans. The council is actually a loosely held coalition of industry end-user associations, suppliers/distributors, media companies and others with interest in the landscaping world.
The EFAC’s guiding goal is to bring assorted organizations within the industry together, forming a national alliance to develop a marketing campaign aimed at promoting the value of healthy, well-maintained green spaces.
Though unique in its leadership – with council executives including landscape professionals, industry-specific media and association directors – one of the EFAC’s greatest strengths is its collaborative approach to this far-reaching initiative.
“There is a vital need in the green industry to bring all facets of the group together,” explained Cindy Code, EFAC vice president and an executive with GIE Media, Inc.
Code and other members of the council gathered at an organizing meeting June 3-4 in New Prague, Minn. Representatives from various industry manufacturers, suppliers, associations and lawn care companies were in attendance.
The Minnesota-based meeting marked the first time nearly every facet of the green industry was represented in a single gathering. Their collective efforts have produced a national marketing campaign intended to promote the economic and environmental value of healthy, well-maintained green spaces – including lawns, landscapes trees and other areas
There is definite need for a nationwide effort to educate consumers about the environmental benefits of healthy turf, explained Den Gardner, future executive director of the EFAC.
A collection of misconceptions regarding lawn care and environmental issues could be cleared up by the pending campaign, observed Tom Delaney, vice president of government affairs, Professional Lawn Care Association of America. Specifically, green industry customers may believe hiring contractors is harmful to the environment. They may also have incorrect ideas about the industry’s impact on water conservation, pollution from outdoor power equipment and the effects of pesticides.
EFAC constituents agree: Consumers must be reached with this message – but until funding for the campaign is raised, deciding which consumers to target could be difficult.
So far, the council has raised $118,000 for the national campaign. However, the goal is to accumulate at least $200,000 in “seed money” by the beginning of September so work can begin on the initiative. That initial sum will pay for baseline research and a kick-off event at the Green Industry Expo in St. Louis this November.
After the seed money is raised, the EFAC anticipates an additional $2 million will be needed in the first year to run the campaign.
The council is part of the Evergreen Foundation, an organization that independently branched out from PLCAA five years ago. Today no legal, organizational or accounting connection exists between PLCAA and the Evergreen Foundation.
The author is Assistant Editor-Internet of Lawn & Landscape magazine and can be reached at aanderson@lawnandlandscape.com.