Growing beyond the greenhouse

In an industry where success is tied to growth, literally and figuratively, us greenhouse growers face increasing challenges: market unpredictability, labor shortages, climate variability and the ever-evolving demands of eco-conscious consumers. Not to mention the everyday challenges of growing a live product with a mind of its own thanks to its own biology. As these pressures mount, the solution may lie beyond the confines of traditional horticulture. By taking calculated risks and borrowing ideas from other industries, growers can innovate, adapt and ultimately thrive in a competitive landscape.

For growers, we have typically viewed risk as a gamble, asking ourselves, “Will this new crop perform? Will this new technology pay off? Will this process save my company money?” However, risk-taking in today’s business world is less about leaps of faith and more about calculated experimentation. Much like the tech industry’s approach to innovation, horticulture can adopt an agile mindset. After all, COVID trained us to be adaptable as an industry.

Borrowing from retail: Enhancing the customer experience

The retail sector’s focus on creating memorable customer experiences offers a wealth of inspiration for growers. Some incredible reading I would recommend for any garden center or grower trying to set themselves apart is “The Experience Economy” by James H. Gilmore and B. Joseph Pine II. It is a testament to what the value of “experience” is in the marketplace.

Consider the rising popularity of the “buy local” movement in the food industry. Emphasizing locally grown plants can create a similar connection with current and future customers. Beyond highlighting sustainability, retailers can elevate the shopping experience through curated displays, hands-on workshops and educational outreach — fostering loyalty and long-term engagement. It is all about building trust with the customer and positioning yourself as the expert solving a problem for them. That is the heart and soul of sales in any business.

Now, think of any experience you have had that stuck in your mind. Whether good or bad or completely unexpected, it is etched in your mind, forever sitting there to find in your memory bank anytime you see something that reminds you of that company or location. We are human beings, and experience is something unique that we as a species can process because of our advanced systems. And the coolest part? We get to feel emotion that brings the experience to life inside our minds. I once heard someone allude to the fact that, as humans, we don’t always remember what was said or what we heard, but we remember how we felt as a result. That memory is tied to the experience; thus, those emotions are unearthed when remembering.

Now, how does this help the little garden center pushing our product? Great question! I see the world in opportunities and challenges disguised as just that: more opportunities! Obviously, this gets me excited, as it is the secret sauce in my humble opinion.

Hospitality & entertainment sector inspiration: Moss Greenhouses and the Firefly Petunia

My pre-horticulture days were spent managing restaurants after graduating college in 2008 in a terrible employment market. Talk about learning to adapt skills in a world that doesn’t need marketing folks on their budgets anymore! Risk and creativity are deep in my bones. So, taking that background and some creative brainstorming, we recently merged our experience to create something outstanding for the public.

At Moss Greenhouses, we took inspiration from the hospitality industry to craft the soft launch of the Firefly Petunia to the market. This plant screams, “Do something different!” And because it is the only one of its kind available in the market, an opportunity to take a risk presented itself. Drawing from the restaurant sector’s focus on grand openings and customer-centered events, we hosted an immersive experience to debut this remarkable plant with our Illuminate the Night event.

Much like a chef sharing the story of a signature dish, we told the story of the plant’s journey by showing the public what plants can do for a large event and how you can literally throw a party for such a distinctive one. Customers had the chance to buy plants, adding a sense of urgency and exclusivity that mirrored the “limited edition” model often used by luxury brands. We leveraged our position as the grower and the retailer, and anyone who was someone was at our place for this party.

With live music, refreshments and interactive activities, the event wasn’t a typical garden center event. Period. It was an experience that left a lasting impression on customers and showcased how our greenhouse goes beyond selling plants to creating connections. It felt like a music festival and a rave got together — and just happened to have some incredible plants on display for party people to buy. The real topper for all the guests was the fire-hoopers and fire-spinners once the sun went down. Is anyone who attended going to forget that?

Marketing in a digital age as a positive powerful weapon

Finally, the rise of digital marketing provides an avenue for growers to amplify their efforts. Borrowing from the playbook of successful online brands, greenhouse businesses can use platforms like Instagram, Pinterest and TikTok to engage audiences with visually compelling content.

For instance, a behind-the-scenes look at a unique cultivation process could create buzz while showcasing our team’s dedication to quality. Engaging with customers through live Q&A sessions, planting tutorials or contests continues to build community and reinforce our brand. We have such a visual product, but we often forget the power an image wields, and video is the next evolution: capturing every human’s attention with our digital connectivity in this age.

Risk-taking is about venturing into the unknown, but it doesn’t have to be reckless. By drawing on the experiences of other industries, greenhouse growers can transform challenges into opportunities. Whether adopting manufacturing efficiencies, retail customer engagement techniques or sustainability strategies, there’s no limit to the growth that can occur when we’re willing to step outside our comfort zones.

At Moss Greenhouses, the success of our event and the new and unique product launch is a testament to the power of borrowing, adapting and innovating. By blending the creativity of the hospitality industry with the science of horticulture, we created an experience that elevated our product, strengthened customer relationships and positioned our business for a thriving future. It helped that we had a ton of fun doing it as well.

For greenhouse growers industry-wide, the message is clear: growth isn’t just about plants — it’s about taking risks, learning from others and nurturing ideas until they bloom. As I tell my team regularly, “It is my job to make you uncomfortable because this is where growth happens.” I challenge you to join me in 2025 as we get uncomfortable and do something incredible.

Jennifer Moss is the Visionary (EOS Company) & CEO of Moss Greenhouses in Jerome, Idaho. She’s highly skilled at conflict resolution, challenging the status quo and attaining inclusivity.