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The following discussion of specific employment areas in horticulture is arranged into groups of related opportunities. You will notice that, broadly speaking, jobs may be categorized as production, marketing, or service- oriented. However, some positions are of such a varied nature that it’s difficult to pigeon hole them so neatly. Please remember that the group headings are used here primarily to facilitate discussion; they don’t imply any rigid hierarchy within the industry. Almost every horticultural endeavor is regulated to a greater-or-lesser degree by the growth and development cycles of plants or by the seasonal nature of society's demand for various plant products. Therefore, employment activity in horticulture shows exaggerated peaks and valleys not usually associated with other industries. The spring season causes a great general high point of employment opportunity in horticulture, while other individual holidays may bring about rushes of activity within specific areas of the industry. Job seekers must examine the exact seasonal tendencies within the areas they are most interested. In so doing, their efforts at locating employment won’t be wasted during inappropriate times of the year. There are a few areas of the horticultural industry which exhibit practically no seasonal employment peaks. This scenario might be encountered in such fields as therapy, research, or publishing. HOW MUCH CAN YOU EXPECT TO BE PAID? It’s difficult to quote definite wage guidelines within the horticultural industry. So much depends upon the nature of the job, geographic location, experience of the applicant, and many other factors. However, some general pay scales which are based mainly upon personal observation will be pointed out-remember, a specific situation could change the figures dramatically! The 2013 wages reported here represent only what might reasonably be expected: I don’t wish to paint an overly optimistic general picture and thereby give readers higher expectations than actually exist. Since these quotes are rather conservative, most variation from them would be towards an increased wage scale. Higher pay might be expected when the economy is expanding quickly, when employers are looking for especially qualified help, in certain high wage geographic regions, or for a number of other particular reasons. Entry level horticultural jobs which require no previous training or skills would generally start at the federally mandated minimum wage of $_.__ per hour- this is for geographic areas where overall compensation levels are in the lower end. In high cost of living areas, these low skill entry-level positions might pay $1 or $2 more per hour. If heavy physical labor is required, even entry-level wages may be $8-$ 12 per hour. When the job description calls for at least a minimum of previous experience or training, one might expect to earn $6-$8 an hour in low cost of living areas, or perhaps $8 - 11 per hour in higher cost of living areas. Again, any job requiring heavy physical labor or operation of equipment would likely pay a bit more. As we move into employment opportunities which require a moderate to high level of skill or training, it’s more difficult to quote general wage scales. A range of $35,000 to $60,000 per year would likely be encountered. A premium for heavy physical labor would not often exist here, since most of these jobs are not of the heavy labor type. Some skilled equipment operators might also fall into this salary bracket. Recent college graduates with degrees appropriate to the job description could also expect to receive offers of $35,000 to $60,000 per year-most likely in the lower areas of that range unless exceptional circumstances prevailed. It should be stressed that skill or training as mentioned here does not automatically mean formal education; generally, it relates to previous job experience either in the field of horticulture or a related industry. Highly skilled positions in horticulture normally start at over $50,000 per year and, in most cases, at over $80,000 per year. In this wage category, there is much variation, but seldom have I observed anyone being paid over $150,000 per year unless they own a private business. Most job seekers in the highly skilled levels are expected to have a university degree. The salary levels mentioned here fairly well mirror compensation in other American industries. There are certain exceptions which should be noted: highly skilled horticultural workers seldom approach the salary levels of certain high paying professions-such as medical doctors and lawyers. And there is only minor union activity in horticulture-this means there are few jobs in horticulture comparable to the factory jobs available in autos, steel, aerospace, etc. Job related benefits in horticulture also mirror the American workplace. If any generality can be made, benefits may sometimes be lower in horticulture because of the reduced union activity mentioned above. Any future federally mandated medical insurance programs would likely improve the benefit picture in horticulture relative to union factories and service industries. The strongest points which can be made for horticulture as a career are: • The healthy financial condition of the industry as a whole-it is expanding rapidly. • The tremendous number of personally fulfilling jobs which are available-horticulture is a happy industry overall when compared to other dreary prospects. • Horticulture generally provides a healthful workplace-many jobs offer a pleasant mix of indoor and outdoor work. Readers must not expect that every detail about finding a good job in horticulture will be spelled out in the following pages. The presentation is meant to guide you in the right direction, but it cannot cover all the variations in employment which may occur due to local geography, business conditions, climate, labor availability, and a hundred other possible factors. Therefore, the main responsibility for finding the best job rests with you. Use the guidelines presented here, but make sure you adequately research the local scene. If your investigation seems to contradict information given here, check it out again and then go with your best judgment rather than blindly accepting my assessment of the situation. After all, there is no way I can be aware of the exact conditions prevailing in every American community. A good job working with plants, trees, and flowers won’t materialize out of thin air. You must look for it conscientiously. And don't always expect your efforts to take effect immediately; sometimes it requires considerable work to find exactly what you are seeking. If you demonstrate energy, persistence and organization, your search for a job will be rewarded. EMPLOYMENT IN PLANT GROWING FACILITIES-COMMERCIAL Our discussion of specific jobs in horticulture will begin by acquainting you with those areas where the chief duties are actually concerned with growing plants in some capacity or another. Many horticultural crops are grown indoors under the protection of some type of structure. Although the construction of such indoor facilities may vary considerably, the common name generally given to all of them is "greenhouse." Another large group of crops, such as trees and shrubs, are traditionally grown outdoors in very intensely managed fields or nursery grounds. There are some situations where it’s difficult to classify culture as indoor or outdoor-such might be the case when shade houses are widely employed or when other temporary protective shelters are provided for crops. Although particular crops are grown most frequently in one of these types of cultural settings or the other, special circumstances may warrant growing certain plants in both indoor and outdoor environments. As an example (in most regions), potted flowers generally are grown in greenhouses, but producers in Florida and California frequently grow certain varieties outdoors during warmer seasons. Another example: both ornamental and reforestation trees are typically grown outdoors after they are well-established, but many often spend the early part of their life in climate controlled greenhouses. As time passes, it’s becoming more common to grow a larger proportion of crops for a longer period of time under some type of controlled environment. The object being to exert closer control over all factors which affect the growth, marketability, and profitability of plants. Owners have a desire to produce crops not only as inexpensively as possible, but also in a predictable fashion. In many cases, the most profitable long term method of operation is to bring crops under protection. The tendency towards greater control over crops has caused a good deal of change in the types and numbers of jobs available in horticultural plant production. There is now a higher proportion of jobs in the technical area than previously existed. And less jobs, proportionately, in manual labor or unskilled positions. When "technical area" is mentioned, most readers may think of "growers" who manage the cultural requirements of plants. But there are other technical positions available in growing operations-particularly in the larger facilities. Most good size greenhouses and nurseries will have an equipment and structure technician whose duty it’s to make sure all the various machines and buildings used in production work smoothly and efficiently. Some production companies may have full or part time sales persons and transportation people to market crops. There are many other possible jobs in greenhouses and nurseries: in the office or laboratory, in accounting, truck drivers, custodial help, etc. Obviously, there is no place in this guide to describe all these support positions-we must limit our discussion to a few important (and plant related) employment opportunities. Horticultural crop production facilities range in size from tiny one person operations to mammoth companies that grow and market on a global scale. Most facilities are of small to medium size and one person may take care of several areas of responsibility. Thus, the grower in a small nursery may also take care of the machinery and handle marketing and business finances. In a large production facility, different individuals would most likely be responsible for each area. The largest companies may have many growers. Growers In the modern world, professional plant growing is a highly technical field. It’s true that many "old time" growers and "hit or miss" amateur growers are still active in commercial horticulture, but intense competition now dictates that crops be grown precisely and as inexpensively as possible by trained professionals. In order to become a good grower, one must acquire the necessary expertise through job experience or through formal educational programs. The best growers have participated in both types of training. It’s very difficult to learn everything in the classroom or through books, and it’s equally impossible to truly understand the complexities of plant production when on the job experience is the only learning tool available. The traditional method of becoming a grower was to follow an apprentice program of one type or another. A person would start with a nursery or greenhouse as an unskilled worker, then graduate to assistant grower, and finally to grower. Eventually, they might become head grower if the firm employed several. For most small horticultural production companies, on the job experience is still the primary route to a grower job. A university degree in horticulture is normally required by larger production facilities as a condition of employment. With additional on the job experience, the graduate will progress to head grower or production manager. There is a great need for alternative means of training horticultural growers. The apprentice system is outdated in many respects, and university programs are simply too expensive and time consuming. Some community colleges and technical schools are beginning to fill the need for a middle ground, but these programs are few and far between. Readers who wish to become commercial growers must plan ahead to acquire the necessary skills; a horticultural producer would seldom hire a grower who lacked commercial experience in the field. Even university graduates in horticulture might receive few job offers if they had not worked in greenhouses, nurseries, or other operations for at least a few months prior to receiving a degree. Growing plants commercially is totally different than puttering with them on an amateur basis. Don't think that you can be a successful commercial grower just because you are an excellent gardener. It’s true that both pursuits require a person to love plants and have some sort of "feel" for a plant's needs. But the commercial grower must also be technically-oriented, well-organized, aware of marketing conditions, and able to manage helpers efficiently. The best growers are part artist, part business person, and part scientist. In most situations, they must also lend a hand in the day to day work of the operation. Obviously, not all grower jobs are the same. The nature of responsibilities will vary for many reasons. But the size of the operation a person is working for is a major determinant of job characteristics. Larger production facilities almost always require a grower to be more technically proficient and organized. You must decide what type of grower position you will be capable of filling and which type will make you happiest. Then aim your training and job seeking efforts at that type of position. No matter what type of grower position you wish to acquire, some practical experience in production facilities is going to be the most helpful prerequisite. The easiest way to get that experience is to hire on as an unskilled worker at a nursery, greenhouse, or other production facility. These types of jobs are much more numerous than are grower positions and offer you an easy means of getting a foot in the door. I have not spoken at any length about the actual job functions of a grower-the general thrust of the work should be obvious from the title. Any further detail would require many hours of your time to adequately address the subject. Readers who wish to find out about the type of knowledge a modern grower must possess can get a good idea by reading Greenhouse Gardening (Time-Life Books). Admittedly, this guide covers only the fields mentioned in the title, but much of the technical knowledge is similar for any specialty area. The job of being a grower is very rewarding if you are a plant lover. Every horticulturist knows the special feeling a person experiences when working amongst beautifully grown plants. But the job can also be nerve racking when unforeseen calamities threaten crop failure. You must be prepared for either situation. Non-technical growing jobs The great majority of positions available at horticultural production facilities fall into this category. In these jobs, people are working directly with plants most of the time, but they are not responsible (as is the grower) for scheduling or determining cultural programs for the crops. Many facilities label these non-technical production people as assistant growers if they have been hired as trainees who aspire to become growers. Most recently hired production workers are not given any special title. They are simply hired to get a job done, and any future progress by them usually comes about because of the initiative and capability which they show on the job. Unless you have some specific desirable horticultural training or talent, you would very likely start work in a production facility as an entry level worker. Although the pay scale and responsibility level enjoyed at this position may not meet your eventual expectations, there are excellent prospects for quick advancement for anyone who displays desirable work habits and intelligence. Even in modem mechanized production operations, there is still a great amount of hand labor involved. Numerous seasonal workers are usually hired, and they need supervision. If you have the ability and taste for supervising other people, chances are that your talents could be quickly put to use in this type of situation. Since numerous entry level jobs are filled by seasonal migrants or recent immigrants from Mexico, a speaking knowledge of Spanish is often a valuable skill to possess. In fact, if you are a Latino who knows a little about any aspect of horticulture, your language capabilities could help you land a management position. The great need for seasonal workers provides opportunity for almost anyone to get a job in horticultural production at the entry level. But once your foot is in the door, it’s then up to you to use the position as a stepping stone to better and longer term opportunities. There are a large number of horticulturally inclined people who prefer to work only on a seasonal basis. For one reason or another, a year-round job does not fit their plans. Plenty of work exists at plant production facilities for people like this, especially in the spring. However, you may find it difficult to advance very far professionally if you only work part of the year. Many greenhouses and nurseries hire the same local people year after year for seasonal work-and in some cases, these persons may supervise crews of less experienced temporary workers. This is a case where some upward mobility is possible for part time employees. Good permanent jobs may not open up every year at a particular facility, but when one does it’s often filled by a seasonal employee who has come back for 2 or 3 seasons. A non-technical growing job can be very pleasant employment. You are working directly with the plants, and, yet, you are not usually responsible for the nerve racking mental decisions which the professional grower must make. For some people this is exactly the position they prefer, though the pay may be limited. Certain entry level growing jobs can be physically demanding-especially those which require outdoor work during all types of weather and those where the plants being handled are large and heavy (a tree nursery for example). If you are not up to this type of exertion, be sure you mention the fact at your first interview. I have personally seen several people reach the exhaustion point as they worked at tasks which they simply could not handle but were too proud to quit once they had started. The actual tasks which are performed in non-technical growing jobs are quite varied, depending mostly upon the type of crop being grown. The degree of modern advancement and the physical size of facilities are also major influencing factors. Almost every crop requires the same basic care. Plants must be planted, transported, watered, fertilized, pruned, and harvested. Each crop may need a special variation in treatment, but 90% of the growing work done in a production facility revolves around these half-dozen essentials. Some operations are quite modern so that a great deal of the actual work is performed by machines. People are present only to monitor the machines and perform tasks that are not possible to complete mechanically. Other growing operations have only a minimum of mechanization and require a large number of people to perform the same tasks day after day. Each type of operation can be profitable, and each can be rewarding to work in-it depends upon your preferences. Mechanized facilities usually pay entry level people at a better rate than do those that are less mechanized. Structural and mechanical technician Larger plant production operations accumulate a good deal of machinery and, depending upon the type of crops grown, may have an extensive array of buildings. Both of which require regular upkeep in order to function dependably. Greenhouse ranges especially need constant supervision to prevent interruption of essential crop services. Heating, irrigation, and ventilation systems are the primary concerns along with general structural repair. In most cases the facility will have "in house" technicians to take care of all but the most extensive mechanical and structural repair and installation. Most of these people function primarily as "handymen," but at least the supervisors must possess special skills in order to handle the more complex problems which arise and to monitor the overall operation. Mechanical and structural technicians may be chosen from among seasonal crop workers, or they may be hired specifically for their appropriate skills. Carpentry, plumbing, electrical, and automotive skills are valuable around a greenhouse or nursery-there is always something to be installed, adjusted, or repaired. The supervisor of this work category has considerable responsibility since a breakdown in essential services can be catastrophic to the operation. Persons wishing to work in the mechanical and structural positions should expect at least some heavy and dirty work on different construction and repair projects. Salesperson Small greenhouses, nurseries, and other crop facilities seldom employ a designated salesperson, but larger operations often have at least one individual who spends most of his or her time on marketing efforts. While some horticulturists might shudder at the thought of selling plants, this work is essential to the continued existence of any growing operation, and, if you possess the proper temperament, it can be a lot of fun. The exact duties of this job can vary considerably depending upon the type of operation and its marketing program. There are lots of differences between selling retail as opposed to wholesale, but every salesperson must be persistent, believe in their product, and like to meet people. Many horticultural producers fail to recognize how extremely important it’s to have well-trained people executing the marketing program. This is a shame because most business failures in the industry arise not because of poor growing practices, but rather from weak marketing abilities. The sales job often falls by default upon a secretary or other office person who is nearest the telephone. This is all wrong! Salespersons should be carefully chosen for their ability to communicate with people, and they should be given adequate instructions about the product they are expected to sell. I have often heard people describe another person as "a born salesman." This statement holds a good deal of truth. In my experience it’s much easier to make an excellent salesperson out of someone who has the natural talent but may possess little technical knowledge of the product than to do the opposite. Although you may land a horticultural sales job by applying for that particular position, the ultimate goal might be more easily reached in most cases by going to work at one of the numerous entry level growing jobs or in the general office staff. After gaining a toe hold, then you can assess the situation and plan your next step. Although many owners and managers of production facilities may fail to initially realize the importance of a highly qualified salesperson, not too many of them remain in the dark for long once they experience an increase in sales and profits due to that person's efforts. Sales persons should devise some means of documenting the extra business they bring in and use this information as a measure of their progress when negotiating salary. This must be done right from the start or the boss may not understand that the improvements are due to your efforts. The salary for a salesperson can range from one of the highest in the company to one of the lowest. Some companies realize how valuable these people are, while some do not. It’s up to you to correct the error in the latter case by showing exactly what can he accomplished by a skilled and energetic sales effort. Remember, the increase in sales must be documented and proven to have occurred due to your work rather than some other cause. A word of caution should be injected here-don't step on everyone's toes by trying to show what a sales whiz you are. Present the facts, and let them speak for themselves. Supervisors may become irritated if you infer that they haven't been doing the best job in the past. Selling horticultural products can be very rewarding. In this job you reap the benefits of all who labored before you to produce a beautiful plant. There is real joy in selling good merchandise-especially if you can get the job done with mutual benefit to each participant in the transaction. When you are a successful salesperson, the customers you service will become your biggest fans. They will ask for you by name each time they want to do business. When this happens frequently, the owner or manager will quickly realize that you are a very important part of the operation. Production manager & general manager: Only a few moments will be taken to describe these positions since there are obviously only limited openings each year which require such a high level of skill. In family owned operations, these positions are normally filled by a specific member of the family-at least until the firm grows to considerable size. The production manager coordinates the business strategy formulated by the general manager with the efforts of growers and salespersons. Since horticultural products are very perishable, the production manager must possess considerable skill in juggling production with estimated sales. This is not an easy job. The general manager is responsible for making sure that all aspects of the business function smoothly together. Development of a coherent business philosophy is the most important function of this person. Finances are often a major concern of the general manager. Types of commercial horticultural production The general employment opportunities within commercial plant production operations have been described. A more complete idea of the employment possibilities may possibly be gained by listing some of the more important facets of commercial production. The following examples could generally be either retail or wholesale businesses. Certain types of facilities, such as hydroponic greenhouses and farm crop transplant producers, are much more likely to sell on a wholesale basis, while the majority of small ornamental greenhouses and nurseries probably depend upon retail business for most of their sales. In order to keep the discussion as short as possible, the reader will be left to individually interpret how job opportunities might be affected by the retail or wholesale emphasis of a particular production operation. The previous production job descriptions have perhaps emphasized more of a wholesale situation, while a later section dealing with retail horticultural employment will deal exclusively with retail situations. You must be aware that thousands of production operations fall in between the two types-in fact, the intermediates may be more numerous than the extremes. In other words, many production operations sell plants or other produce at both the retail and wholesale level. Keep this in mind as you evaluate what opportunities seem most appropriate for you. A. Greenhouses: An endless array of crops are grown in greenhouses-some for the entire production sequence and some for only a short establishment period. • Ornamental greenhouses-Potted flowers, cut flowers, foliage plants, and spring bedding plants are the usual type of merchandise grown here. Other specialized crops, such as Bonsai trees and water garden plants, may be grown under cover. Although cut flowers were the most popular crop years ago, potted flowers and bedding plants have become the important crops at present in North America. • Hydroponic greenhouses-Vegetables are the main crop grown here, and herbs are also becoming important. Although there are some small hydroponic growing operations, the nature of the business usually dictates that larger establishments are more likely to survive. Some types of cut flowers and other specialty crops are also grown hydroponically. • Farm transplant greenhouses-In some sections of the country, there are extensive greenhouse ranges which produce small seedlings for use in agricultural operations. Cabbage and other cole crops, Tomatoes, Tobacco, Sugar Beets, and many other plants are often handled this way. The greenhouse is frequently owned by individual farmers, but there are some large greenhouse operations which specialize in this type of production. B. Container tree nurseries: These nurseries are usually located outdoors but may have significant greenhouse space for younger stock. And some stock may be grown in a traditional field situation until it’s containerized. Therefore, the container tree nursery is often somewhat of a hybrid operation between indoor and field culture. And it need not always grow only trees; in fact, most grow lots of shrubs and some also grow herbaceous perennials. Ornamentals are the usual crop grown here because the plants are of high enough value to warrant the expenses of planting into pots. Some large companies have horticultural divisions which grow millions of trees for replanting logged areas, re-vegetating coal mines, etc. These operations are usually very modern and may or may not grow plants in containers. The trend is moving towards more production in some type of specialized container so that the survival of the transplant at remote sites is better assured. C. Open field plant production: Almost all horticultural crops are sometimes grown in intensely managed fields in particular locations or under certain circumstances. The following is a quick listing of some more important types of operations: • Cut flowers • Perennial ornamentals. • Ornamental trees and shrubs. • Herbs, both medicinal and culinary. • Market garden vegetables, berries, etc. • Christmas trees, holly. • Lawn sod and plugs. EMPLOYMENT IN PLANT GROWING SITUATIONS-NON-COMMERCIAL It’s difficult to easily distinguish between commercial (previously discussed) and non-commercial plant growing situations. By describing an operation as a commercial producer, I mean to say that the main activity engaged in is to grow plants for eventual sale at retail or wholesale. In non-commercial, I mean to include all those situations where plants are grown for use or enjoyment on the premises or a closely adjacent property. Services for and upkeep of plants are often a major part of the employment program in non-commercial circumstances. The actual sale of plants is seldom engaged in. Display of the plants for enjoyment or other purposes is usually a frequent service objective, but there may be other objectives such as lawn use for sporting events (football, golf, etc.), research and cultural programs (arboretums and botanical gardens), or therapy (nursing homes, handicapped facilities). Persons employed in a non-commercial growing capacity may need to possess skills not only necessary for growing plants but also for the other objectives of the particular program-display, upkeep, explanation and information about plants, preparation for research use, etc. The following is a listing of various employment possibilities for you to consider: • Botanic gardens and arboretums. • City and county parks. • Cemeteries, public schools, fairgrounds. • Federal and state parks. • University and college grounds. • Private estates. • Miscellaneous public and private facilities-sports grounds, race courses, events centers, resorts, airports, malls, amusement parks, theme parks, condominiums, golf courses, private business grounds and interiors, libraries, churches, hospitals, medical buildings, nursing homes, etc. You may undoubtedly think of several other situations where the use of plants is so extensive as to require the attention of a full or part time employee for growing, upkeep, and services. • Private and public businesses or agencies which have considerable need for plants to conduct research or carry on business-agricultural companies, food companies, seed companies, tree companies, breweries, federal food and drug departments, federal and state agriculture departments, universities, reclamation companies. etc. This presentation concerning employment in the plant growing areas of horticulture is too short to explain all the various possibilities available to you. But I believe the best course is to leave out excessive details, so that a clearer overall picture is readily apparent. Further discussion might confuse some readers with too many facts which are interesting but don’t appreciably clarify a person's basic understanding of the field. The next topic will deal with employment opportunities in the retail areas of horticulture. In other words, selling plants to the general public. PLANT MARKETING EMPLOYMENT-RETAIL A few pages back, you will remember I stressed that many plant growing establishments also sell on a retail basis. As we discuss retail-oriented employment, please keep in mind that growing and retailing are often done simultaneously at the same operation, and readers must continually be aware that a plant growing job and a selling job are not mutually exclusive. They may be combined within a single position available to individuals. Selling plants or other horticultural merchandise to the public is a lot of fun if you like to deal with people on a daily basis, and if you are thoroughly familiar with the products being sold. Need for horticultural training in retailing The single greatest need in commercial horticulture today is in the area of training people to become informed and helpful sales representatives who can efficiently provide the critical link between growers and consumers. These salespersons must have both the employer's and consumer's welfare in mind as they perform their job. Too many salespersons think that their only mission is to make the sale. But they should also be worrying about the customer's eventual satisfaction. This latter attitude is important in any business, but it’s even more critical when selling plants. Repeat purchases by satisfied customers are especially important here-trust is the most valuable asset of any horticultural company. Retail employment in horticulture is available in almost every small town in America, and there are thousands of such jobs in each large city. Finding employment is simply a matter of knowing where to look and being persistent in your efforts. Two general categories of retail outlets Horticultural crops are sold at the retail level by two general categories of outlets: 1) traditional independent outlets like greenhouses, nurseries, garden centers, flower shops (a few of these outlets may be associated in small chains), and 2) non-traditional outlets such as discount stores, supermarkets, hardware stores, lumber stores, etc. (most of these are associated in chains). You can readily see that the two contrasting avenues of selling will generally have different marketing strategies. Traditional outlets usually stress a high level of service and charge moderate to high prices, while the chain stores normally focus upon low prices with minimal service. Although chain stores are making attempts to increase services to a reasonable level, they will most likely never reach a high degree of expertise in this area since this would require more expense than their low price philosophy could tolerate. Job seekers in retail horticulture must take note of this fundamental difference between the two main marketing avenues and choose to work in the area which offers the best chance of fulfilling the applicant's needs. Both the chain type and traditional independent outlets have their good and bad points. The job seeker must evaluate these characteristics and choose between them. Some persons will be happier working at a chain store, while others may feel the traditional type outlet is best for them. The following listing will give you some idea of the distinguishing points which commonly differentiate the two types of retail outlets. Chain outlet 1. Service to customer minimized. 2. Growing plants seldom a part of the operation. 3. Employees seldom trained in horticulture. 4. Manager of department seldom a knowledgeable horticulturist. 5. Selection of plants and plant products usually limited to common items. 6. Low price is the chief marketing tool in most cases. 7. More emphasis on "bread and butter" items. 8. Often handles more hard goods than green goods. 9. Tend to rely upon special "sales" for moving merchandise. 10.Often handles plant varieties which are not adapted to the local climate. 11 .Garden department seldom open out of season. Independent outlet: 1. Service to customer offered at a higher level. 2. Growing plants frequently a part of the operation. 3. Employees often trained in horticulture. 4. Manager of business often a knowledgeable horticulturist. 5. Selection of plants and plant products likely to he extensive. 6. Price is only one of the many marketing tools, it’s seldom the major consideration. 7. Increased availability of "artistic" items. 8. Green goods are usually the main merchandise for sale. 9. More likely to limit reliance upon special "sales" to accomplish marketing objectives. 10. Seldom allows poorly adapted plant varieties lobe sold. II .Garden department often open most of the year. After reading this list, it might seem as if consumers would be lacking in good sense if they chose to buy plants, flowers, or trees at a chain type outlet. At almost every point, the traditional independent outlet seems to provide more incentive to shop with them. Except in the critical area of price! And who can deny this is a major consideration for many customers? The numerous favorable aspects of traditional horticultural outlets is exactly why they have not been completely eliminated in favor of chain outlets. At the present time, about 1/2 of ornamental plants, trees, and flowers are sold at traditional outlets. Although the percentage of total industry sales in these independent outlets was declining for many years, it seems to have stabilized at approximately 50% in the last 10 years. Obviously, there are two very different segments of the retail horticultural industry in which people can choose to work. Each offers distinctive career opportunities. Which type of retail outlet should you choose? Most plant lovers would initially indicate a preference for working in the traditional independent horticultural outlet because there is more emphasis on plants in this setting. However, let's examine the situation more closely and see if there aren't good reasons why at least some horticulturists would be better off working in a chain outlet. The following generalizations in favor of employment at chain type outlets might be made (remember there may be significant exceptions to these observations): • In some cases, chain type outlets have better starting wages and benefits. • There may be more room for advancement in chains. The top positions in small family run outfits are usually filled by family members. • If you are a well-informed horticulturist, you may find less competition for higher paying jobs at the chains (most of their employees probably lack any significant training in the field). • Larger chain outlets are generally more financially stable than are independent outlets. • Chain outlets are more likely to have formal guidelines concerning employee/employer relationships-this type of structured work environment helps employees clearly understand their rights and obligations. • If a retailing company advances to the point of having numerous stores, it probably has a successful track record. It makes sense to associate yourself with a winning team. • Employees of chain type outlets often receive discounts on a wide variety of merchandise from the store. This can be important if daily necessities are available. • A chain outlet may have locations all over the nation, thus providing some degree of job stability if you must relocate, or if the store you work at eliminates your position for some reason. • If I had to make a wager as to whether chain stores or independent outlets would generally be more successful in the next 10 years, I would place my bet on the chain stores. Any new marketing developments are more likely to favor them. Mail order-a special retailing situation Many companies sell plants to consumers by mail order. Although the chances of one of these firms being located in your local area is not especially high, you should not ignore this possibility of employment. Study several winter issues of your favorite gardening magazines, and see if there are any advertisements from mail order companies located where you would like to work. If there are, it’s a simple matter to contact the firm to inquire about a job. These same mail order companies may also have jobs available in the plant growing operations they maintain. Ask about employment in this capacity also. Characteristics of retail employment in horticulture As in other aspects of horticultural employment, there is a good deal of seasonality in the retail sector. There are many permanent year-round jobs available, but they are more difficult to find. The best way to find permanent employment is to sign up for one of the easily available seasonal jobs; if you perform well, there is a good chance you will be kept on after the busy season. Almost every retail horticultural business is desperate for good help during their peak selling times. Spring is the big season for most retail operations, but there may be other busy periods in certain types of stores. Christmas is a busy time for flower shops and for garden stores that handle Christmas trees or other holiday merchandise. You can probably think of several other specialized situations. Getting a job at these times is quite easy if you contact the boss several months ahead of time to get your name on the list of prospective workers. Ask about when you should give them a return call to confirm your availability. You must maintain contact until an opening occurs; don’t expect the boss to vividly remember your first inquiry. Persistence will pay off as long as you don't make a pest of yourself. Selling plants and other horticultural merchandise is, of course, the main activity in a retail outlet. But there are other types of jobs which may be available. As an example, someone must provide care for the plants, and there may be a need to deliver them and provide installation in the customer's building or landscape. Certain types of retail horticultural stores offer specialized services such as floral arrangements or landscape consultation. There are many positions available in specialties such as this which may or may not require participation in the actual sales transaction. Most entry level jobs in the retail aspects of horticulture require that a variety of duties be performed by a single person. This makes life interesting and allows you to become familiar with many aspects of the company. Such experience can help you choose an area in which you may want to specialize for further advancement. Becoming an accomplished salesperson is not an easy task; it requires a good amount of personal talent and some technical skills. Most companies realize this and are on the lookout for good people to train as sales managers. If you perform well, there is a good chance of becoming a manager even if you lack formal training. A natural inclination towards helping customers is the key ingredient in sales. You either have it or you don't. Of course that doesn't mean your talent can't be improved upon by practice, dedication, and study. There is a lot more that could be said about employment in retail horticulture, but readers will benefit much more from a simple suggestion: Take an afternoon off and go visit the types of retail outlets I mentioned at the start of this discussion. You will be welcome at any of these establishments, and they can be found even in most small towns. I'm sure you will benefit greatly from this field trip. Even if you don't ask questions, you can learn a lot by careful observation. PLANT MARKETING EMPLOYMENT-WHOLESALE The ordinary person who has purchased flowers, lawn and garden plants, or other horticultural merchandise probably has at least a passing acquaintance with the most important retail marketing channels for these products. But only a few people are likely to know anything about the behind-the-scenes wholesale activity in horticulture. We have spoken previously about salespersons who represent nurseries and greenhouses, but there are several other possible employment areas in the wholesale trade. Many national seed, plant, and nursery stock distributors have sales representatives in every part of the country. And there are an even greater number of local and regional distributors who employ sales people. Some of these distributors require a college degree (hopefully in horticulture or a related field) as a condition of employment, but a significant number will hire people who have some practical horticultural or sales experience. Distributors and manufacturers of equipment, structures, fertilizers, plant containers, etc. also maintain extensive sales forces. You would be surprised at the thousands of products which are essential to the horticultural industry. Someone has to sell all of them. Most large cities have wholesale markets for cut flowers and other fresh horticultural produce. There are a few cities which also have wholesale markets for potted flowers, indoor foliage plants, and fresh Christmas items. Even medium size cities will usually have a wholesale house which distributes horticultural hard goods to local stores. In order to find the better jobs in national or regional wholesale firms, it’s often necessary to look for employment offerings in the classified section of regional or national trade magazines. Occasionally you will also notice other horticultural jobs in your locality listed within these magazines; especially if it’s a regional publication. I will mention how to locate trade magazines in a later discussion. SERVICE-ORIENTED EMPLOYMENT There is no easy definition of exactly what a horticultural service company does. Basically, it emphasizes providing services such as landscaping or lawn care to a greater extent than it does selling plants or other physical products. There may be retail outlets that offer lots of services in addition to merchandise, and there may be service firms which sell a good deal of actual products. These hybrid operations are very common. Service companies usually have two types of jobs available: I) those that deal with the technical aspects of marketing of services, and 2) those that are concerned primarily with providing the actual service. The first types of positions will usually require some expertise in the particular service area, while those jobs where the actual service labor is provided will generally not require experience (except for supervising personnel). In addition to lawn care and outdoor landscaping, there are horticultural service jobs available in interior design and landscape, tree pruning, pest control, plant rental and plant care. There are numerous jobs available everywhere in outdoor landscaping, lawn care, and tree care, but most of these positions are temporary, and many of them require heavy physical labor. EMPLOYMENT IN HORTICULTURAL INFORMATION SERVICES Not many readers are likely to be familiar with possible jobs in what I term the informational area of horticulture. Although positions here are not numerous in comparison to other categories, they are significant and often offer good wages for rather pleasant work. Included here is employment by newspapers, magazines, newsletters, radio, television, plant associations and organizations, schools, colleges, trade schools, etc. In other words, any position where horticultural information is the chief product. All these garden columns, magazine articles, and television shows must be generated by people who know something about plants. Employment in the information area may represent a regular job, or it may often be paid for on the basis of specific projects completed (such as magazine articles published). Most positions will require a good deal of expertise in the subject area. After all, if you are teaching horticulture at night school, you must know more than the students. Much of my own work in horticulture has consisted of providing information to people. SCIENTIFIC AND TECHNICAL EMPLOYMENT There are thousands of good paying positions all over the country in this area. Although most of these positions will require a university degree in some area of plant science, people who have other scientific degrees or at least a good deal of practical experience in the technical aspects of horticulture may qualify. It’s surprising how many private companies, grower organizations, colleges, federal and state departments, reclamation companies, and environmental organizations have a need for people with technical knowledge of plants or of factors which affect plant life. You never know where these types of positions might turn up. When I graduated from college, I was surprised to receive a job inquiry from a soup company. After a bit of investigation, the offer didn't seem so strange because soup companies are heavily dependent upon vegetable production and processing. The school you received a degree at can often provide help in reaching some of these employers, but most of the work is up to you. A good deal of research is necessary to identify possible employers, and further work is required to contact them. If you are interested in foreign employment, there may be a place for your skills in the Peace Corps. This organization has many plant related openings. Call 1-800- 424-8580, or check the phone guide under U.S. Government for a recruiting office near you. EMPLOYMENT IN HORTICULTURAL THERAPY This is a field which few people know about, and, I must confess, my own knowledge is rather meager. It’s my personal opinion that horticultural therapy could become a very important job market for the horticultural industry in future years. The therapeutic value of working with plants has been recognized for many years, but it’s only recently that the field has received some of the recognition it deserves from mainstream treatment providers such as doctors, hospitals, and nursing facilities. Along with recognition also comes funding. A publication by the American Horticultural Association, which will be mentioned in the next section, has a good deal of information about how to reach numerous horticultural therapy associations. This would be a good place to begin your search for job opportunities in this field. You can also contact obvious local facilities which might have employment available in some aspect of horticultural therapy. Hospitals, nursing homes, Veteran's hospitals, psychiatric facilities, and community organizations for the handicapped are a few logical places to look. Positions in therapy may require technical training in this specialty or perhaps only in general horticultural skills. |