S-290 Regional Project

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ANNUAL REPORT OF COOPERATIVE REGIONAL PROJECTS
Supported by Allotments of the Regional Research Fund,
Hatch Act, as Amended August 11, 1955
January 1 to December 31, 1996
PROJECT: S-103, TECHNICAL AND ECONOMICAL EFFICIENCIES
OF PRODUCING AND MARKETING LANDSCAPE PLANTS
PROGRESS OF THE WORK AND PRINCIPAL ACCOMPLISHMENTS:
Numerous articles, bulletins, and other publications were completed as work progressed on the three major project objectives: (1) evaluate alternative landscape (environmental) plant production, establishment, and maintenance systems, (2) evaluate the regional competitiveness within the landscape (environmental) plant industry, and (3) evaluate the demand for landscape (environmental) plants, materials, and services. The unique multi-disciplinary blend of horticulturalists and agricultural economists continue to provide innovative and thorough analyses and collaboration. The committee includes representation from twenty states, with ten of these states being outside the Southern region. This national membership has evolved because of the relevance of investigating the production, marketing, and economic impacts of landscape plants within and across plant hardiness or climatic zones, rather than state or regional boundaries.

Progress is reported under the appropriate project objective:

Objective 1: Evaluate alternative landscape (environmental) plant production, establishment and maintenance systems.

a. Plant production systems
Several projects were completed that evaluated alternative plant production regimes. These included an economic analysis of Arizona Ash sequentially produced in copper-treated and nontreated containers (TX), a determination of optimal marketing strategies for container-based production systems (TX), an evaluation of the production of turfgrass-sod as an alternative farm enterprise (AL), an evaluation of stock plant etiolation and shoot age effects of histology and adventitious root formation in stem cuttings of Carpinus betulus L. 'fastigiata' (RI), an evaluation of the economic feasibility of micro irrigating container grown plants (FL), an analysis of the growth and development of euphorbia pulcherrima and pelargonium x hortorum in shredded rubber-containing substrates (MS), and estimating the cost of producing container-grown landscape plants with the assistance of computer accounting software (MS). In addition, studies are nearing completion on turf response to an N release from new coated urea fertilizers (FL), greenhouse production and landscape responses of petunia and pansy to copper coated containers, cell size, and extended production schedules (TX), the impacts of copper leaching from Cu (OH)₂-treated containers on water recycling, nursery run-off, and growth of bald cypress and corn (TX). Furthermore, the effect of low water quality and quantity on container plant production was evaluated (OR), as was the efficacy of using Ethephon during New Guinea impatiens production to delay flowering (MS). Another recycling study evaluated using calcium carbonate to reduce zinc toxicity in media containing shredded tires, while container production of small trees under kenaf and coconut coir pith was analyzed. Finally, an evaluation of rooting rhodendendron without mist was completed (RI) and using stock plant shading to increase rooting of paperbark maple cuttings was investigated (RI).

b. Plant establishment techniques
An evaluation of posttransplant root regeneration and field establishment of container-grown Shumard Oak through mechanical correction and chemical avoidance of circling roots(TX) was completed. A comparison of seed rate, spacing and weed control methods in a Virginia meadow(MS) was also completed.

c. Plant Maintenance
A host of articles were published concerning pest management in the greenhouse and nursery industry and for landscape maintenance firms(GA). Auxiliary articles were published on chemical, disease, insect, and weed control, in addition to plant growth regulators(GA)

Objective 2: Evaluate the regional competitiveness within the landscape (environmental) plant industry.
Louisiana trade flows of woody ornamental plants was compared between 1988 and 1993. By kind, the customer base diversified (smaller proportion of sales to each kind of customer) for retailers and rewholesalers, while the portion of sales to landscapers increased. By destination, nurseries with in-state share of sales between 25% and 75% increased from 47% to 93% while in-state sales greater than 75% declined. The west south central region (including Texas) became more important. These changes reflect that in 1988, a national economic slowdown was occurring which worsened a concurrent decline in crude oil prices, and industry wide expansion of production was marketed during the slowdown, intensifying competition (LA). A study was also completed on out-of-state sales by U.S. landscape plant producers to investigate influential factors (GA). The impact of competition and structural change on Florida's ornamental plant nursery and golf course industry was evaluated (FL). In addition, the economic contribution of Florida's and Louisiana's turfgrass industry was evaluated (FL, LA). Using data from the 1989 and 1994 S-103 national marketing surveys, the southern states market share was evaluated (TN) as were trade flows between states (TN), nurserymen's marketing practices (TN), and factors perceived to limit growth (TN). The sod industries of Florida and Texas were also compared (FL).

Objective 3: Evaluate the demand for landscape (environmental) plants, materials and service.
a, b., and c. Demand for landscape, materials and service.
a. Plants demand
Consumer research was conducted in garden centers to investigate preferences for geraniums by asking the flower color, leaf variegation, and price combinations (viewed in photographs on display board) they would or would not purchase (NC, GA, AL, TX, DE). Red and lavender were the preferred colors, while zonal and plain were the most preferred leaf variegation, and low prices were preferred. A simulated blue geranium was not popular as it consistently ranked in the lower third of the preferred combinations. Another product demand that was investigated using focus groups was windflower sod (DE). The demand for ornamental products in North Carolina was also investigated (NC).

b. Materials demand
The demand for labor in Florida's turfgrass industry was evaluated (FL) as was the demand for labor in Louisiana's Green industry (LA).

c. Services demand
The contribution of the Green industry to the Louisiana economy was determined. A $1 increase in sales by producers resulted in a $1.4291 multiple in economic activity when household spending was excluded, and by $1.9930 when household spending was included. Similar multipliers for landscape/horticultural services were $1.4907 and $2.8920 (LA). A study on the impact of population threshold levels on rural nursery retail businesses found that less population was required if other retail firms were present (NV). A North Carolina study explored factors that influence a consumer's selection of a garden center (NC), while a Georgia study examined customer defections (GA). Another effective tool to assist retailers of landscape material is image assessment. This was used in Texas to determine image and reputation in a local trade area (TX).



Home Project Statement Project Participants Annual Reports Meeting Minutes Resources		ANNUAL REPORT OF COOPERATIVE REGIONAL PROJECTS Supported by Allotments of the Regional Research Fund, Hatch Act, as Amended August 11, 1955 January 1 to December 31, 1996 PROJECT: S-103, TECHNICAL AND ECONOMICAL EFFICIENCIES OF PRODUCING AND MARKETING LANDSCAPE PLANTS PROGRESS OF THE WORK AND PRINCIPAL ACCOMPLISHMENTS: Numerous articles, bulletins, and other publications were completed as work progressed on the three major project objectives: (1) evaluate alternative landscape (environmental) plant production, establishment, and maintenance systems, (2) evaluate the regional competitiveness within the landscape (environmental) plant industry, and (3) evaluate the demand for landscape (environmental) plants, materials, and services. The unique multi-disciplinary blend of horticulturalists and agricultural economists continue to provide innovative and thorough analyses and collaboration. The committee includes representation from twenty states, with ten of these states being outside the Southern region. This national membership has evolved because of the relevance of investigating the production, marketing, and economic impacts of landscape plants within and across plant hardiness or climatic zones, rather than state or regional boundaries. Progress is reported under the appropriate project objective: Objective 1: Evaluate alternative landscape (environmental) plant production, establishment and maintenance systems. a. Plant production systems Several projects were completed that evaluated alternative plant production regimes. These included an economic analysis of Arizona Ash sequentially produced in copper-treated and nontreated containers (TX), a determination of optimal marketing strategies for container-based production systems (TX), an evaluation of the production of turfgrass-sod as an alternative farm enterprise (AL), an evaluation of stock plant etiolation and shoot age effects of histology and adventitious root formation in stem cuttings of Carpinus betulus L. 'fastigiata' (RI), an evaluation of the economic feasibility of micro irrigating container grown plants (FL), an analysis of the growth and development of euphorbia pulcherrima and pelargonium x hortorum in shredded rubber-containing substrates (MS), and estimating the cost of producing container-grown landscape plants with the assistance of computer accounting software (MS). In addition, studies are nearing completion on turf response to an N release from new coated urea fertilizers (FL), greenhouse production and landscape responses of petunia and pansy to copper coated containers, cell size, and extended production schedules (TX), the impacts of copper leaching from Cu (OH)₂-treated containers on water recycling, nursery run-off, and growth of bald cypress and corn (TX). Furthermore, the effect of low water quality and quantity on container plant production was evaluated (OR), as was the efficacy of using Ethephon during New Guinea impatiens production to delay flowering (MS). Another recycling study evaluated using calcium carbonate to reduce zinc toxicity in media containing shredded tires, while container production of small trees under kenaf and coconut coir pith was analyzed. Finally, an evaluation of rooting rhodendendron without mist was completed (RI) and using stock plant shading to increase rooting of paperbark maple cuttings was investigated (RI). b. Plant establishment techniques An evaluation of posttransplant root regeneration and field establishment of container-grown Shumard Oak through mechanical correction and chemical avoidance of circling roots(TX) was completed. A comparison of seed rate, spacing and weed control methods in a Virginia meadow(MS) was also completed. c. Plant Maintenance A host of articles were published concerning pest management in the greenhouse and nursery industry and for landscape maintenance firms(GA). Auxiliary articles were published on chemical, disease, insect, and weed control, in addition to plant growth regulators(GA) Objective 2: Evaluate the regional competitiveness within the landscape (environmental) plant industry. Louisiana trade flows of woody ornamental plants was compared between 1988 and 1993. By kind, the customer base diversified (smaller proportion of sales to each kind of customer) for retailers and rewholesalers, while the portion of sales to landscapers increased. By destination, nurseries with in-state share of sales between 25% and 75% increased from 47% to 93% while in-state sales greater than 75% declined. The west south central region (including Texas) became more important. These changes reflect that in 1988, a national economic slowdown was occurring which worsened a concurrent decline in crude oil prices, and industry wide expansion of production was marketed during the slowdown, intensifying competition (LA). A study was also completed on out-of-state sales by U.S. landscape plant producers to investigate influential factors (GA). The impact of competition and structural change on Florida's ornamental plant nursery and golf course industry was evaluated (FL). In addition, the economic contribution of Florida's and Louisiana's turfgrass industry was evaluated (FL, LA). Using data from the 1989 and 1994 S-103 national marketing surveys, the southern states market share was evaluated (TN) as were trade flows between states (TN), nurserymen's marketing practices (TN), and factors perceived to limit growth (TN). The sod industries of Florida and Texas were also compared (FL). Objective 3: Evaluate the demand for landscape (environmental) plants, materials and service. a, b., and c. Demand for landscape, materials and service. a. Plants demand Consumer research was conducted in garden centers to investigate preferences for geraniums by asking the flower color, leaf variegation, and price combinations (viewed in photographs on display board) they would or would not purchase (NC, GA, AL, TX, DE). Red and lavender were the preferred colors, while zonal and plain were the most preferred leaf variegation, and low prices were preferred. A simulated blue geranium was not popular as it consistently ranked in the lower third of the preferred combinations. Another product demand that was investigated using focus groups was windflower sod (DE). The demand for ornamental products in North Carolina was also investigated (NC). b. Materials demand The demand for labor in Florida's turfgrass industry was evaluated (FL) as was the demand for labor in Louisiana's Green industry (LA). c. Services demand The contribution of the Green industry to the Louisiana economy was determined. A $1 increase in sales by producers resulted in a $1.4291 multiple in economic activity when household spending was excluded, and by $1.9930 when household spending was included. Similar multipliers for landscape/horticultural services were $1.4907 and $2.8920 (LA). A study on the impact of population threshold levels on rural nursery retail businesses found that less population was required if other retail firms were present (NV). A North Carolina study explored factors that influence a consumer's selection of a garden center (NC), while a Georgia study examined customer defections (GA). Another effective tool to assist retailers of landscape material is image assessment. This was used in Texas to determine image and reputation in a local trade area (TX).