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At the beginning of June, I was honored to travel to the European FlowerTrials as part of the Luxflora organization, “a visionary group of executive women dedicated to transforming the future of flowers,” according to its founders. As we visited the stops throughout the week and I spoke with my colleagues, professional women of all ages and backgrounds, it became apparent that we were all there in search of something different. One of the women was on the lookout for marketing and merchandising ideas to take back to her company, while others were hoping to get out ahead of the trends that would hit North America in the next year or two. I was seeking a combination of these aspects as well as a deeper understanding of supply and demand within the European floriculture market. We all shared the common goal of strengthening the industry by educating ourselves on the global market. And the trip, a combination of FlowerTrials stops, garden center visits, tours of important institutions in the European horticulture industry and networking events, certainly offered up something for everyone. More on this trip in an upcoming issue. One could say there’s also something for everyone in this issue of Greenhouse Management. In this month’s cover story, partnering with sister publication Cannabis Business Times, we address a topic of interest for many growers looking to diversify their crop offering — cannabis. According to a revenue report released by The ArcView Group, a cannabis industry research and investment firm, the U.S. market for legal cannabis could reach $10.8 billion in sales in 2019. Is it the potential “next big thing” for your operation? Flip to page 18 to get the facts you need to determine if it’s right for your business. And to get a perspective from someone already working in this niche market and how he sees it shifting in the future, turn to page 30 to read more about young professional Miles Jonard. For a viewpoint on the future of the flower and edible market, check out our profile of Alex Traven of Peace Tree Farms on page 78. Are you looking to keep up with consumer demand for natives? Get horticulturist Leslie Halleck’s take on what she calls “backyard restoration” and natives trends starting on page 38. I would love to hear your thoughts on this issue and where you think the industry is going. Send me an email at kvarga@gie.net or reach out on Twitter @Karen_GIE
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Explore the July 2015 Issue
Check out more from this issue and find your next story to read.
