Module 1 - Greenhouse Industry Introduction - DUE AUGUST 29th

INTRODUCTION
Over the past decade, floriculture and nursery crops have been one of the fastest growing U.S. agricultural sectors. Of the estimated $45 billion in U.S. horticulture sales in 2003, floral and nursery crops contributed a third, or $15 billion, less than vegetables' sales receipts of $17 billion, but more than fruits and nuts' $13 billion. ERS analyzes conditions and trends that influence supply, demand, trade, and prices in the domestic floriculture and nursery markets. -ERS 2006

It is important to remember that overall trends are based on regional components. A bright outlook for the industry as a whole may not translate to every greenhouse production area in the United States.

LEARNING OBJECTIVES

• List and Describe the areas of major greenhouse flower and food crop production in the United States.
• List the ten highest value florist crops.
• List the top 5 states in floriculture production.
• Explain why tomato producers located in Mexico may be increasingly competitive with greenhouse tomato producers in the United States.
• List 8 sources of recent greenhouse horticulture information.

TERMS TO KNOW

Floriculture	Agricultural Research Service	National Agricultural Statistics Service
green plants	American Society for Horticultural Science
flowering pot plants	FloraCulture International
bedding plants	International Association of Horticultural Producers
foliage plants	Greenhouse Business Magazine
cut flowers	Greenhouse Grower Magazine
annuals	The Green Beam
perennials	Greenhouse Product News
USDA/ ERS	Grower Talks Magazine
	Green Profit Blog

READING ASSIGNMENT
2006 Floriculture and Nursery Crops Yearbook (661.938 Kb)

1. Read pages 1-10 of the Floriculture and Nursery Crops YEARBOOK published by the ERS/USDA.
2. Familiarize yourself with the latest published Statistics on the Industry in the United States.
3. Read Chapter 1 in your textbook. Floriculture a Global Industry. pages. 1-38. (We won't spend a lot of time on this, but this is useful information to know).

ACTIVE LEARNING EXERCISES
Watch the following videos.









Visit a local greenhouse and be prepared to answer some questions concerning your visit. If you have a digital camera take some pictures of your visit (always ask the manager/owner for permission prior to taking any photos).

STUDY QUESTIONS (Answer in complete sentences)

1. What are the top five floriculture crops produced in the United States? (10 pts)
   
   
2. What are the top five floriculture production states? (10 pts)
   
   
3. What are some of the advantages that growers have in California and Florida that make their greenhouse industries so large? Despite these advantages why are so many companies moving some of their operations off-shore (for example Ecke). (10 pts)
   
   
4. Theoretically, why would the USDA be a better source of factual information than a trade journal? Why would I use the word theoretically in the previous question? (10 pts)
   
   
5. Differentiate between the greenhouse industry in Florida and California as introduced in the videos (20 pts) You will have to search the web for information regarding the California industry. The USDA ERS is a good place to start.
   
   
6. Differentiate between the greenhouse industry in Ohio and Vermont as covered in the videos (20 pts)
   
   
7. Why is it important to get the most recent news and be involved in the professional organizations of your chosen field of study? (10 pts)
   
   
8. Describe one greenhouse related horticulture career that you find interesting (10 pts).
   

SUPPLEMENTAL RESOURCES
List of links on Horticulture Careers

EXTRAS

Watch this videos to get a better feel for the types of work that greenhouse and nursery managers conduct on a daily basis.