Viewpoint BY TERRIL A. NELL, PH.D.


REFLECTIONS ON A CAREER IN FLORICULTURE


THE FLORAL BUSINESS AUTHORITY NOVEMBER/DECEMBER 2023 | VOLUME 40 | NUMBER 5


AMANDA JEDLINSKY EDITOR IN CHIEF AJEDLINSKY@SAFNOW.ORG


SHEILA S. SANTIAGO DIRECTOR OF DEVELOPMENT SSANTIAGO@SAFNOW.ORG


KATIE HENDRICK VINCENT SENIOR CONTRIBUTING EDITOR KVINCENT@SAFNOW.ORG


DESIGN AND PRODUCTION CONTENT WORX


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OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS PRACTICAL, EASILY ACCESSIBLE INFORMATION ON OPERATING AN EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING MARKETING AND ADVERTISING STRATEGIES, TECHNOLOGY, PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH PRODUCT, SUPPLY AND ECONOMIC TRENDS.


>When I started working for the University of Florida in 1977 (fresh out of graduate school), Jimmy Carter was president, gasoline was 70 cents per gallon, and the average home price was $56,000. We tend to think that those were,


perhaps, the “good old days.” But I recall that in the years following, mortgage interest rates peaked and to harness the power of a university’s mainframe computer required a stack of punch cards and someone who knew basic programming. Then and now, the floral industry


has struggled with the same basic issues: environmental conditions, pest management, labor, marketing, quality and profitability. But the tools we have to address those struggles have changed exponentially. Since the 1970s, the influence of


human activity on the warming of climate systems has evolved from theory to fact. Scarcity of water was rarely considered a significant problem before the 1980s. Today, there is rationing of water in some western U.S. areas. The frequency and intensity of flooding, wild- fires, hurricanes, tornados, and other weather disasters are impacting all parts of the industry. Temperature extremes are straining production facilities. Although the Netherlands has held


its position as the international leader of flower exports, much of the world’s production has shifted to the equatorial countries of Colombia, Ecuador, Kenya and Ethiopia, where climate conditions are more consistently favorable. The need to transport these crops to the leading importers — U.S., Europe and Japan — has led to improved care and handling protocols to keep these products market- able even after extended shipping. Those protocols are thanks to sound


research programs at universities world- wide. Other advancements stemming from research funded largely by the American Floral Endowment include the use of temperature-controlled climates to regulate plant growth, LED lights, and integrated pest management programs that use both pesticides and biological


2 FLORAL MANAGEMENT | November/December 2023 | WWW.SAFNOW.ORG


controls. Flowers and plants last longer now thanks to research demonstrating the importance of production and shipping condi- tions, new postharvest products, and proper care and handling practices. Over the years, floriculture depart-


ments and programs have gradually disappeared. It was not until 1996 — after four years of discussion and testimony before the House of Representatives — that Congress appro- priated funds dedicated to floral and nursery research. Today, thanks in part to ongoing advocacy for funding by the members of the Society of American Florists, the Floral and Nursery Research Institute continues to fund research programs recommended by AFE and the Horticultural Research Initiative. Looking ahead, my industry crystal


ball sees artificial intelligence enabling leapfrog advances in the flower industry, just as the advent of computers did for us in the 1970s. I predict that Americans will begin to regard flowers and plants as an essential to creating satisfying environments and a sense of physical and mental well-being. Floriculture research will continue to consoli- date into major university “centers of excellence” that will survive with the help of federal and industry funding. Advances in genetics will produce flowers that look different, smell better and last longer. Telecommunications will shrink the world. The future of the floriculture industry


appears bright thanks to technological advancements, sound research, and the resilient people who work in this industry every day.


Terril A. Nell, Ph.D., AAF, past president of the Society of American Florists, frequent contributor to Floral Management, and the 2023 inductee to the Floriculture Hall of Fame, is retiring as the director of research at the American Floral Endowment.


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