Mark Foertmeyer, the new president of OFA.As the exhibitors packed up their booths at the close of day three of the 2013 OFA Short Course, the mood was upbeat. Over the course of the show, the GIE Media Horticulture Group staff caught up with many attendees and exhibitors. Almost all of them shared the same view: this industry is back. And judging from the amount of business done at this year's event, the future is looking bright.
The first day of the trade show touched on the future of the collaboration between The Association of Horticulture Professionals (OFA) and the American Nursery & Landscape Association (ANLA), starting with a changing of the guards. Mark Foertmeyer of Foertmeyer & Sons Greenhouses in Delaware, Ohio, officially stepped up as the new president of OFA. Foertmeyer will serve until the end of the year when more details about the consolidation of the two groups will begin to emerge, he said. His goal is to encourage the industry to think about the business under a new lens.
"I believe now I'm in a position to lead our industry into a more valued role in the communities, and a more valued role for our products. Our products are not the product. Our products are what plants do in people's lives," Foertmeyer said. "I'd like to be a part of that paradigm shift. I think it's well overdue. I'm tired of people who have devalued us."
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A preview of what the retail exhibition booths will look like in 2014. Another focus will be on retailers, Foertmeyer said. During the OFA press luncheon, Michael Geary, CEO of OFA and executive vice president of ANLA, echoed this sentiment and gave us a sneak peek of what to expect from the expanded Short Course in 2014. The plans are aligned with OFA and ANLA’s focus on initiatives to support retailers throughout the year, and there will be an additional 50,000 square feet of space dedicated to retailers, with a new, sleek booth design and a layout that is organized around booth “islands” of four retail exhibitors instead of the traditional rows. Geary said that the new 10 foot by 10 foot spaces will allow exhibitors to better showcase their products.
The trade show floor at OFA 2013. We also learned more about All-America Selections' vegetative trials and some of the exciting plans that the organization will announce soon. AAS Executive Director Diane Blazek and new AAS President Ron Cramer said the group has a new business plan and strategic plan. "It's not your grandfather's AAS," Blazek says. New committees and task forces were created to bolster the organization's commitment to the industry and gardeners. Watch for more details on our websites and in print.
The keynote speakers on the first and second day of the show spoke about customer experience. Dennis Snow drew on his 20 year career at Walt Disney World Resort to give attendees a primer on exceptional customer service, including how to make customers feel valued rather than “processed.” He suggested that employers teach employees to use an "experience mentality" not a "task mentality" to create great customer experiences. By viewing the store through the lens of the customer, paying attention to details and recognizing customers’ frustrations and acting upon them, retailers can create loyalty.
Dennis Snow, a keynote speaker at OFA 2013. Details were also the focus of keynote presentations from Jeni Britton Bauer of Jeni’s Splendid Ice Creams and Ryan Lang, owner and master distiller of OYO Vodka and Middle West Spirits. Bauer said by focusing in on the details, she was able to create a “crave-able” brand and find success despite existing in a market saturated with household names. Details are not just the details – they are everything, she explained.
Sitting in the front row of this presentation were the industry’s future leaders – the 2013 OFA Scholars. Editors from Nursery Management and Garden Center magazines had the opportunity to share lunch with the scholars and hear more about their goals. Recipients Josh Craver, Steven Ferullo, Josh Henry, Chris McKellar, Garrett Owen and Alicia Rihn are passionate about the green industry and have impressive and diverse goals. These are the green industry's future leaders.
Keep checking the Garden Center, Nursery Management and Greenhouse Management magazine websites for more highlights from OFA, and check out our videos below for more coverage.
Video highlights from OFA
Mark Foertmeyer: More than a product
OFA Scholars: Future industry leaders
OFA Scholars: The future looks bright
Dennis Snow: Customer service magic
Christina Salwitz: New varieties for container design
A.M. Leonard: One-piece wonder