A Decade Of Change In Florida's Ornamental Plant Nursery Industry, 1989 .
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental PlantNursery Industry, 1989 to 19991Alan W. Hodges and John J. Haydu2AbstractFlorida's large ornamental plant nursery industryhas grown rapidly and has undergone significantstructural changes during the 1990s in response toincreasing competition and industry maturation.Industry surveys (with mailed questionnaires) wereconducted in 1989, 1994, and 1999 to evaluateeconomic trends. Over 500 responses were receivedfrom these surveys. In 1999, sales reported bysurveyed firms amounted to 446 million, orapproximately one quarter of total estimated industrysales. Results showed that the industry continuesevolving toward consolidation of larger firms, withgreater labor productivity, increasing diversity ofornamental plant products, a shift in markets fromlandscaper to retailer outlets, and wider distributionof products outside of Florida.Introduction: Florida's OrnamentalPlant IndustryOrnamental plants represent the sixth largestagricultural commodity group in the United States,with farmgate cash receipts totaling 10.94 billion in1997 (NASS, 1999). Floriculture and environmentalhorticulture is the fastest growing major segment ofU.S. agriculture, averaging 7.1 percent annual growthduring 1992 to 1997. Floriculture and environmentalhorticulture crops include bedding plants, cut flowersand greens, tropical foliage, potted flowering plants,nursery crops, and turfgrass sod.The state of Florida is the second largestproducer of ornamental plants in the United States,with sales of 1.45 billion in 1997 (NASS, 1999).Ornamental crops are the third largest agriculturalindustry in Florida, following citrus and vegetables.Florida dominates the U.S. market for tropical pottedfoliage and cut foliage crops, with nearly 90 percentof U.S. sales. A recent study showed that over 5,000firms in Florida's nursery industry accounted for 1.79 billion in economic output, 1.26 billion invalue added, and employed 31,000 persons directlyand in related businesses (Hodges and Haydu,1999).Sales of ornamental plant products in the U.S.and Florida increased rapidly during the 1970s andearly 1980s, then experienced slower but steady1. This is EDIS Document FE 177, a publication of the Department of Food and Resource Econmics, Florida Cooperative Extension Service, Institute of Foodand Agricultural Sciences, University of Florida, Gainesville, FL. Published August 2000. [This document was previously published as University ofFlorida, Food and Resource Economics Department, Economic Information Report 00-3.] Please visit the EDIS web site at: http://edis.ifas.ufl.edu.The results reported in this paper were made possible by the cooperative efforts of the S-290 Regional Research Committee of the USDA's CooperativeResearch and Extension Education System. Industry surveys were designed and coordinated by Dr. John Brooker at the University of Tennessee.2. Alan W. Hodges, coordinator of economic analysis, and John J. Haydu, professor and extension economist, Department of Food and Resource Economics,University of Florida, Gainesville, FL.The Institute of Food and Agricultural Sciences is an equal opportunity/affirmative action employer authorized to provide research, educationalinformation and other services only to individuals and institutions that function without regard to race, color, sex, age, handicap, or national origin.For information on obtaining other extension publications, contact your county Cooperative Extension Service office. Florida CooperativeExtension Service/Institute of Food and Agricultural Sciences/University of Florida/Christine Taylor Waddill, Dean.
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 1999growth during the latter 1980s and 1990s. In the1990s, sales of ornamental plants by Florida growerswere steady or moderately increased in real terms(adjusted for inflation), as shown in Figure 1. Allornamental horticulture products showed stronggrowth in 1997, and all product categories except"other environmental horticulture crops," whichrepresents landscape woody ornamentals, have grownsince 1995. Tropical foliage, in particular, has shownstrong growth since 1993.Figure 1. Florida sales of ornamental plants, 1989-1997.As the ornamental horticulture industry matured,it has incurred problems common to other segmentsof U.S. agriculture, including increased competition,over-production, depressed prices, reducedprofitability, and increased business failures (Hodges,Haydu, and van Blokland, 1996). The present paperdescribes changes occurring in the Floridaornamental plant industry during the past decade inresponse to this maturation process.MethodsSurveys of Florida's ornamental nursery industrywere undertaken as part of the National NurserySurvey sponsored by the Southern RegionalAssociation of the USDA's Cooperative Researchand Extension Education Service S-290 Committee.Survey questionnaires were mailed to selected firmsin 1989, 1994, and 1999 requesting information onbusiness activity for fiscal years 1988/89, 1993/94,and 1998/99, respectively. Information was collectedon age and organization of the business, annual andmonthly sales volume, employment, product types,2production systems, market outlets, interstate andinternational trade, sales and advertising methods,product pricing, use of computers, and factorslimiting firm expansion. Questionnaires used in allthree survey years were very similar, with minorexceptions.Two source lists used to select firms for thesurvey were the Florida Department of Plant Industry(DPI) registry of certified nurseries and themembership list of the Florida Nurseryman andGrower's Association (FNGA, Orlando). Surveysampling concentrated on the largest firms in theindustry. The DPI list was used to select firms thathad more than 50,000 units in plant inventory, and theFNGA list was used to select additional firms that hadeight or more full-time employees that did not meetthe first criterion. The number of firms contacted,number of firms responding, response rate, andmargin of error in each survey year are given in Table1. A total of 104, 183, and 259 firms responded to thesurvey in 1988, 1994, and 1999, respectively. Theincreasing numbers of firms contacted andresponding in the latter years is indicative of growthin the industry as well as expansion of the survey listsampling frame in the latter two survey periods.Response rates were at least 25 percent for all surveyyears. Based on these sample numbers, the margin oferror for estimation of a proportion with 95 percentconfidence ranged from 5.1 to 8.0 percent (Cochran,1953).Survey questionnaires were sent to selected firms(first class mail, included an addressed, postage-paidreturn envelope) in two separate mailingsapproximately two months apart. Returnedquestionnaires were forwarded to the project leaderfor data entry (consistency checking and compilationof a national database). Data sets for Floridarespondents for all three survey years were combinedfor analysis of changes between 1989 and 1999.Analysis of trade flows and marketing practices wasbased upon the annual sales reported by surveyrespondents. Annual sales for each firm wereestimated at the midpoint of the sales range indicated,except for the largest sales range ( 10 million orgreater), in which firms were re-contacted todetermine the sales level to the nearest 1 million.Sales for each product type, month, media type,
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 1999market outlet type, and destination were estimated bymultiplying each firm's total sales against thepercentage of sales reported for each category. Insome cases where noted, sales were adjusted forinflation based upon the gross domestic productimplicit price deflator to state results in constant 1999dollars (U.S. Department of Commerce, Slater andStrawser, 1999).ResultsSales and Firm SizeThe size and scale of ornamental plant nurseryoperations in Florida has increased during the pastdecade. Nursery product sales reported by surveyrespondents totaled 100 million in 1989, 249million in 1994, and 446 million in 1999 (Table 2).Average sales per firm rose from 1.06 million to 1.72 million between 1989 and 1999. After adjustingfor inflation during this period, average sales per firmincreased 29 percent. The greater concentration in theindustry is indicated by the increasing number offirms having 1 million or more in annual sales, andmarket share for this class of firms increased from 74to 84 percent. Moreover, the greatest growth has beenin very large firms, those with 3 million or more inannual sales, whose market share nearly doubledfrom 32 to 62 percent. On the other hand, firms withless than 1 million in annual sales lost market share,from 26 percent to 16 percent of total sales during thisperiod.Product SalesSales of specific ornamental plant productsreported by surveyed firms are summarized in Table3. Tropical foliage was the largest single product in1994 and 1999, with 39 and 32 percent of total sales,respectively. Flowering potted plants were the nextlargest product category in 1999, with nine percent oftotal sales. Deciduous and evergreen trees and shrubscollectively represented 25 percent of sales in 1999,down dramatically from 71 percent in 1989. Somecategories of products were not included in the 1989and 1994 surveys, so it is not possible to makecomparisons of trends for all specific products;however, most itemized categories of plant productswere significantly reduced as a share of total salesbetween 1989 and 1999. Exceptions to this trend3were herbaceous perennials, propagating materials,and other miscellaneous products. These trends areevidence of increasing diversity and variety of plantproducts in Florida's ornamental nursery industry.Employment and Labor ProductivityOrnamental plant production is a relativelylabor-intensive agricultural enterprise. Totalemployment among surveyed firms increased fromaround 2,700 employees in 1989 to over 7,800 in1999 (Table 4). The proportion of employees whowere considered permanent rather than temporary orpart-time ranged from 82 to 92 percent. Theincreasing size of firms in the industry is evident inthe average number of employees per firm increasingfrom 26 in 1989 to over 30 in 1999. As a measure oflabor productivity, sales per employee increased from 37 thousand to 57 thousand, which represented a22 percent increase in inflation-adjusted terms. Largerfirms generally had higher sales per employee in allsurvey years, representing an important economy ofsize, and this finding is consistent with results fordetailed financial analysis of ornamental nurseries inFlorida (Hodges, Satterthwaite, and Haydu, 1997).Production Area, Production Systems, andSpace ProductivityTotal production area reported by surveyrespondents increased from 7,722 acres in 1994 tonearly 20 thousand acres in 1999 (Table 5). Thisrepresented an increase in the average productionarea per firm from 42 to 76 acres. In-ground fieldproduction systems for growing ornamentals innative soils increased dramatically to over 12,000acres, representing 62 percent of the acreage reportedin 1999. Container production, using an artificialrooting media in growing containers placed in opensun, represented 21 percent of total production area.Greenhouse and shadehouse production systems withenclosed structures for intensive cultivation ofornamental crops in a favorable microclimate madeup 10 percent of total acreage. Sales per acre ofproduction area is a measure of nursery spaceproductivity; this measure decreased from 32 to 23thousand between 1994 and 1999. Sales per acrevaried directly with firm size, ranging from 14thousand for small firms to 55 thousand for verylarge firms (1994), consistent with other findings that
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 1999larger and more profitable nursery firms in Floridahad greater space productivity due to higherinventory turnover and higher levels of capitalinvestment and labor (Hodges, Satterthwaite, andHaydu, 1997).Nursery production in Florida is dominated bycontainer growing systems because the mild winterclimate allows year-round growing in above-groundcontainers without risk of freeze damage to roots. Thetrend toward containerized production systems hasoccurred throughout the United States because of thegreater labor and space productivity enabled.Container-grown plants represented 80 percent oftotal industry sales in Florida in 1999; however, thiswas down from 95 percent in 1994 (Table 6). Sales ofall types of bare-root and root-balled stock decreasedfrom 22 percent in 1989 to only six percent in 1999.In-ground container growing systems, includingfabric "grow-bags" and "pot-in-pot" systems, haveincreased in popularity but still represent a very smallportion of the total market. There has also been adramatic increase in "other" unspecified types ofgrowing systems.Market ChannelsOrnamental plants are distributed through avariety of market channels. Most plants are soldthrough wholesale markets, with only three percent ofsales through direct retail to the public in 1999, andthis has declined from 10 percent in 1989 (Table 7).As an indication of the increasing complexity of themarketing system for ornamental plant products,re-wholesale brokers, distributors, or other nurseryfirms that buy and handle plants for resale to otherbuyers have become the largest single marketchannel, with 35 percent of total sales, up from 25 to30 percent in previous surveys. An importantre-wholesaler is other nursery firms whose strategy isto offer wider product lines and take advantage of astrong marketing organization. Forty three percent offirms reported re-selling finished nursery productspurchased from other growers in 1999, representingeight percent of total sales. Mass merchandisers suchas large chains like Home Depot, Wal Mart, andK-Mart are also an increasingly important marketchannel, comprising 24 percent of total sales bygrowers in 1999. Retail garden centers and other4types of retailers are becoming less important interms of overall market volume. Collectively,retailers of all types handled about 39 percent ofgrower sales in 1999. Commercial landscape servicefirms are a third major buyer of nursery products forlandscape construction or renovation jobs. Thissegment has declined in importance as a market outletfrom 45 percent share in 1989 to 22 percent in 1984.Geographic Market DistributionDestinations of ornamentals sales aresummarized by region in Table 8. Approximately 69percent of industry sales were to customers within thestate of Florida in 1999. Sales outside of Florida havesteadily increased from 24 percent of total sales in1989, to 30 percent in 1994, and to 31 percent in1999. So, exports have continued to grow althoughnot as fast during the early 1990s. Sales to thesoutheast, southcentral, northcentral and western U.S.markets all increased as a percentage of total salesbetween 1989 and 1999, while sales to the northeastand exports to foreign countries were decreased(Table 8). The share of within-state sales was highestfor landscaper outlets in both survey years and lowestfor re-wholesalers.Market SeasonalityThe distribution of annual sales reported for eachmonth in each survey year is shown in Figure 2.Figure 2. Monthly sales for surveyed Florida ornamentalplant nurseries, 1989, 1994, and 1999.The seasonality of Florida's ornamentals saleswas not as seasonal as for other states, due to the
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 1999moderate climate allowing year-round growing andlandscaping activity. In 1989 and 1994, salesfollowed a regular seasonal pattern, with salespeaking in the months of March, April, and May,then falling to their lowest levels in July, August, andSeptember, at less than half of peak volume. In 1999,sales become more aseasonal, with peaks in February,July, and October. In general, a more evendistribution of sales throughout the year is favorablefor greater efficiency in production and marketingoperations.Sales MethodsSales methods are a key aspect of marketing andinclude considerations such as how contacts are madeand whether or not sales are negotiated. By far, themost important sales medium for Florida nurserieswas the telephone, accounting for 59 percent of totalsales in 1999, 63 percent in 1994, and 48 percent in1989 (Table 9). Personal selling (in-person sales) wasthe next most important sales method, which declinedfrom 43 percent of total sales in 1989 to 38 percent in1999. Trade shows are another traditional marketingtool for ornamental plants, but are declining inimportance, and now account for only four percent oftotal sales. Mail order accounts for only one percentof sales. For telephone sales, there was a slightlygreater share of non-negotiated than negotiated salesin 1999 (31 percent versus 28 percent); however, theshare of non-negotiated sales overall has declinedsince 1989. Larger firms had a greater share ofnegotiated sales, suggesting greater use of pricingincentives for marketing and some size economy inemployment of sales personnel. Using a national dataset for the 1989 survey, Hinson, Turner, and Brooker(1995) showed that firm age, sales volume, legalorganization, and regional location all significantlyaffected choice of sales methods.Repeat customers are the foundation of mostbusinesses and are generally more profitable becauseof lower overhead transaction costs. The overall shareof ornamentals sales to repeat customers increasedfrom about 85 percent in 1989-94 to nearly 92 percentin 1999. The high percentage of business conductedwith repeat customers suggests that competition forcustomers in this industry may be characterized as azero-sum game, in which the acquisition of a new5customer by one firm means the loss of a customerfrom another firm.Traditionally, nursery products have beenproduced on speculation, assuming that readyqualified buyers exist before crops are planted andgrown. Forward contracting or pre-selling is animportant strategy to reduce market uncertainty and isbecoming more important in the nursery industry. In1999, surveyed firms reported 119 million in salesof forward contracted products, or about 27 percentof total industry sales. This was increased from about21 percent in 1994.AdvertisingAdvertising is an important sales tool for theornamental nursery industry because of the widediversity of products and lack of centralized marketchannels. Total advertising expenses in 1999 were 21.5 million, representing 4.8 percent of sales. Thiswas up sharply from 2.1 percent of sales in 1994.Average advertising expenditures per firm increasedfrom 17 to 83 thousand between 1989 and 1999.Expenses on advertising specified by type of mediaare shown in Table 10. Trade shows remain the mostimportant form of advertising although its share oftotal advertising expenditures has fallen from 43 to 33percent. Trade journals are another importantmedium, representing 18 percent of expenditures in1999, but their share has fallen from 29 percent in1994. Catalogs and newsletters together represented15 percent of total expenditures in 1999, down from18 percent in previous years. With the popularizationof the internet and online commerce, there has been ahuge increase in advertising on internet web sites,now representing nine percent of total advertising fornurseries. After a decline in 1994, the yellow pageshad sharply increased advertising in 1999. Radio andbillboards were also used to a lesser extent. Otherunspecified forms of advertising are rapidlyincreasing, indicating the greater diversity ofapproaches to marketing ornamental plants.Product PricingPricing of products is a major issue in theornamentals industry because of alleged widespreadbelow-cost sales. While costs of production haverisen along with inflation in the general economy,
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 1999prices for ornamental products have remainedrelatively stable for a decade. Survey respondentswere asked to rate the importance of various factorsused to determine prices on a scale of one to five, andthese scores were summarized in a weightedcomposite index (Figure 3).marketing, capital, production, and availability ofpersonnel. The demand for new plant offerings is amajor driving force in the industry.Figure 4. Factors limiting expansion, surveyed ornamentalplant nurseries in Florida, 1994, and 1999.Figure 3. Factors affecting prices, surveyed ornamentalplant nurseries in Florida, 1989, 1994, and 1999.There is a clear indication of changes in theperceptions of factors determining prices. In 1989and 1994, cost was the most important factordetermining prices, followed by market demand andother grower's prices. In 1999, however, inflation,last year's price, and inventory levels were the mostimportant factors. This change in the factorsconsidered for product pricing reflects a shift awayfrom general specific market supply/demand andproduction costs toward more general economicconditions, internal management factors, andrelationships with long-term customers. Theperceived importance of inflation is interesting inview of the fact that inflation was relatively low inthe late 1990s.Business Growth and General BusinessEnvironmentIn view of the maturation of the ornamentalsindustry during recent years, there is concern aboutwhat factors are limiting further expansion of theindustry. Survey respondents were asked to ratevarious factors potentially limiting growth of theirfirm and geographic expansion. In 1999, the top-ratedlimiting factors were number of plant offerings,suitable transportation, and availability of capital(Figure 4). In 1994, the most important factors wereWhen asked about factors affecting theirbusiness, in general, in 1999, the most importantfactors rated by respondents were availability of land,ability to hire competent management, competition,and environmental and other government regulations(Figure 5).Figure 5. Factors affecting business, surveyed ornamentalplant nurseries in Florida, 1989, 1994, and 1999.Of lesser importance were water supply,availability of capital, weather uncertainty, andavailability of labor. In the earlier survey periods,market demand, availability of capital, andavailability of land were rated the most importantfactors.6
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 1999ConclusionOver the past 10 years, Florida's ornamentalplant nursery firms have adapted to an increasinglycompetitive industry by growing to larger size,developing new products and markets, and achievinggreater productivity and efficiency. During the 1989to 1999 period, average sales per firm grew by 22percent in constant-dollar terms, average employmentincreased by 15 percent, and sales per employeeincreased by 56 percent. The product mix of Florida'snurseries became more diverse, with sales of newand "other" plant products increasing dramatically.Markets for Florida ornamentals were substantiallyexpanded in other regions, with sales to destinationsoutside the state increasing from 23 to 31 percent oftotal sales. Re-wholesalers and retail massmerchandisers (chain stores) became the dominantmarket outlet for ornamentals rather than landscapeservice firms. Concerns about factors limiting furthergrowth of the industry and issues surrounding thegeneral business environment have shifted away fromgeneral production and marketing problems towardinternal management and customer service issues.ReferencesBryan, H.D. and J.R. Brooker. 1989.Tennessee's Ornamental Nursery Industry: TradeFlows and Marketing Practices. Research Report89-01 (February), Department of AgriculturalEconomics and Rural Sociology, University ofTennessee Agricultural Experiment Station.Cochran, W.S. 1953. Sampling Techniques,second edition. New York, NY: John Wiley.Hinson, R.A., S.C. Turner, and J.R. Brooker.1995. Transaction methods among US wholesalenurseries. Agribusiness 11(2):147-154.Hodges, A.W. and J. Haydu. 1999. EconomicImpact of Florida's Environmental HorticultureIndustry, 1997. Economic Information Report EI99-1,Food & Resource Economics Department, Universityof Florida, Gainesville, FL (March, 1999).Hodges, A.W., L.N. Satterthwaite, and J. Haydu.1997. Business Analysis of Ornamental PlantNurseries in Florida, 1995. Economic InformationReport EI97-3, Food & Resource EconomicsDepartment, University of Florida, Gainesville, FL .Hodges, A.W., J.J Haydu, and P.J. vanBlokland.1996. Adaptation to competition and structuralchange in Florida's ornamental plant nurseryindustry, 1989 to 1994. Acta Horticulturae 429:309-316.Hodges, A.W. and J.J Haydu. 1992. Structureand Market Organization of Florida's LandscapePlant Industry. J. Environ. Hort. 10(1): 32-36.Johnson, D.C. 1999. Situation and Outlook forOrnamental Horticulture. FLO-99. USDA, EconomicResearch Service, Washington, DC.Johnson, D.C. and T.M. Johnson. 1993.Financial Performance of US Floriculture andEnvironmental Horticulture Farm Businesses,1987-91. Statistical Bulletin 862. USDA EconomicResearch Service, Washington, DC.National Agricultural Statistics Service (NASS).1999. Census of Agriculture, 1997. U.S. Departmentof Agriculture, Washington, DC.Slater, C.M. and C.J. Strawser. 1999. BusinessStatistics of the United States, 5th edition. Lanham,MD: Bernan Press.7
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 19998Table 1. Number of firms contacted and responding, response rates, and margin of error, surveyed ornamentalplant nurseries in Florida, 1989, 1994, and 1999.Survey YearFirms ContactedFirms RespondingResponse Rate(%)Margin of 93125927.8%8.0%Table 2. Percentage of firms and sales by firm size class, surveyed ornamental plant nurseries in Florida, 1989, 1994, and 1999.Firms Reporting19991994Total Sales1989199919941989Firm Annual Sales Range MMPercentage%SMM% MM%Millions Dollars and Percentage of TotalLess than 500 thousand31%34%38%19.65%16.168.58% 500 thousand to 999 thousand26%21%27%50.311%28.511%18.018% 1 million to 2.99 million23%33%28%100.022%100.040%41.842% 3 million or 00%100.2100%TotalTable 3. Product sales by type of plant, surveyed ornamental plant nurseries in Florida, 1989, 1994, and 1999.Type of Plant199919941989Millions Dollars and Percentage of TotalDeciduous shade and flowing trees35.88%8.53%11.813%Deciduous shrubs8.62%2.21%6.06%Broad-leaved evergreen shrubs40.79%25.510%22.524%
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 19999Table 3. Product sales by type of plant, surveyed ornamental plant nurseries in Florida, 1989, 1994, and 1999.Type of Plant199919941989Millions Dollars and Percentage of TotalNarrow-leaved evergreen shrubs9.82%12.45%12.613%Evergreen nes and ground s perennials8.02%4.02%1.11%Bedding plants — annuals27.46%N/AN/AN/AN/ABedding plants — vegetables, fruits, herbs3.11%N/AN/AN/AN/AFlowering potted plants38.99%N/AN/AN/AN/ATree fruits3.91%3.92%5.86%Small ted materials43.910%9.14%4.14%Other types of FoliageTotalTable 4. Employment and labor productivity of surveyed ornamental plant nurseries inFlorida, 1989, 1994, and 1999.Employee Type199919941989Permanent employees6,4105,0292,292Total employees7,8335,4092,743Employees per firm30.229.626.4Sales per employee (thousand dollars)57.046.036.5Table 5. Production area of surveyed ornamental plant nurseries in Florida, 1994 and 1999.Production Area Type19991994Acres and Percentage of TotalIn-ground field12,10562%3,17841%Greenhouse or agation or other area1,2596%91712%19,578100%7,722100%Total production area
Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office.A Decade of Change in Florida's Ornamental Plant Nursery Industry, 1989 to 199910Table 6. Sales by rooting media production system, surveyed ornamental plant nurseries in Florida, 1989, 1994, and 1999.Growing System Type199919941989Millions Dollars and Percentages of TotalContainerizedBare rootBalled and potted352.280%204.585%77.578%3.71%5.52%6.06%1.2 1%1.61%3.03%21.55%10.74%11.512%Process balledField grow bag0.21.4 1% 1%0.13.5 46%N/AN/ABalled and burlappedOther growing systemTable 7. Sales to wholesale and retail market channels, surveyed ornamental plant nurseries in Florida, 1989, 1994, and1999.Market Channel199919941989Millions Dollars and Percentages of TotalRetail directly to public12.53%7.13%9.510%Retail mass merchandisers104.524%44.819%N/AN/ARetail garden centers36.98%42.518%N/AN/AOther retailers31.97%15.16%24.124%Landscape
The size and scale of ornamental plant nursery operations in Florida has increased during the past decade. Nursery product sales reported by survey respondents totaled 100 million in 1989, 249 million in 1994, and 446 million in 1999 (Table 2). Average sales per firm rose from 1.06 million to 1.72 million between 1989 and 1999. After adjusting
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