CNLA Winter Newsbrief

Green Industry NewsWinter 2014 Vol. 23 Issue 1

What’s inside:• Greetings from the

President• Call before you dig• Experience Ireland• NAPPO

acknowledges contributions of Bruce McTavish

• Buying boxwood this spring? Know your supplier!

• Standing on the shoulders of giants

National Awards of Landscape Excellence featured in this issue

Look inside for award winning projectsCelebrating ExcellenceCelebrating Excellence

Edengrove Landscaping Ltd.

Look inside for award winning projects

Are Gen X and Y really different from Boomers?Jean Dumas and Frank Zaunscherb

Considering that Canada’s 8 million plus Baby Boomer consumers (aged 49 to 69 years in 2014) are gradually reducing their annual purchases in the ornamental horticulture marketplace, most garden retailers and service providers understand they will need to place greater emphasis on Generation X and Y consumers.

Gen X and Y are two distinct age groups that have been repeatedly studied and effectively targeted by other industries. While slightly different breakdowns exist, the following are most commonly used:

• Gen X: Born between 1965-1980 (age 34 to 48 years, in 2014), approximately 7.4 million in Canada;

• Gen Y: Born between 1981-1995 (age 19 to 33 years, in 2014), slightly over 5 million in Canada.

Do Gen X and Y consumers hold the potential to drive important growth for the ornamental industry in upcoming years in the way that Boomers have been doing for the past two decades? The answer is maybe, and we will examine why.

Continued page 14...

CNLA Newsbrief Winter 2014

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Canadian Nursery Landscape Association / Association Canadienne des Pépiniéristes et des Paysagistes7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: [email protected]| www.cnla-acpp.ca

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ASSOCIATION NEWS

Printed on recycled paper using vegetable based inks by:Harmony Printing,

50 Woodbine Downs Boulevard, Toronto, ON M9W 5R2

EXECUTIVE BOARD: President Christene LeVatte, CLP - NS Past President Bill Stensson - ON First Vice President Rene Thiebaud, CLP - ON Second Vice President Gerald Boot, CLP - ON

Treasurer Bruce Hunter, CLT, CLD, CLP - BC

DIRECTORS: LNS Representative Robin Godfrey - NS LOHTA Representative Alan White - ON BCLNA Representative Michael Kato - BC Human Resources Chair Harold Deenen, CLP - ON Public Relations Chair Bill Hardy, CLP - BC Research Chair Vic Krahn, CLT - SK Government Relations Michael Murray - NL AQPP Representative Sylvie Deslauriers - QC NAPPO Chair Michel-Antoine Renaud - ON LNB Representative Kevin Nauss, CLP - NB Garden Centre Canada Chair Anthony O’Neill - NL Certification Chair Jeannette French, CLP - NL Landscape Canada Chair Phil Paxton, CLT, CLP - AB LA Representative Anita Heuver - AB LM Representative David Hinton, CLP - MB Growers Canada Chair John Byland - BC LNL Representative Krista Russell - NL SNLA Representative Norm Altrogge - SK

STAFF: Executive Director Victor Santacruz, CAE, CLP [email protected] Joel Beatson, CAE, CLP [email protected] Growers Manager Rita Weerdenburg [email protected] Landscape and Garden Centres Julia Ricottone, EP Priorities Manager [email protected] Certification Coordinator Laura Brinton [email protected] Minor Use/IPM Coordinator Peter Isaacson, B.Sc., MPM [email protected] Member Services Coordinator Christine Finn [email protected] Communications Coordinator Anne Bowering [email protected] Executive Assistant Cheryl Gall [email protected] Member Services and Chelsea Ten Broek Commodities Support [email protected] Certification Assitant Julie Soares [email protected] Member Services Assistant Samantha Thomson [email protected]

Manager of Industry Human Resources and Professional Development

Member Services & Insurance Chair This January, champions of the industry gathered to celebrate the best in ornamental horticulture at the 11th annual National Awards of Landscape Excellence. The ceremony was held in St. John’s Newfoundland and Labarador in conjunction with the province’s Awards of Excellence ceremony. Eight awards were given out to members across the country that showcased excellence in the landscape, retail and nursery sectors of the industry.

It was an exciting evening with members, staff, volunteers and other distinguished guests gathered to celebrate professionalism in the industry. 41 entries competed in the landscape categories, with only five winning spots available. Three other awards of excellence were given for the Garden Centre of the Year, Grower of the Year and the Green for Life Community Award. CNLA wishes to congratulate all the companies who submitted their projects, each showcasing an expert level of skill.

The National Awards of Landscape Excellence are a way for Canada to recognize those companies that have actively participated in significantly raising the level of professionalism in the landscape industry. Congratulations to all of the winners who truly represent the high caliber of work and expertise the public has come to expect from this industry.

Turn to page four to see the award winning projects.

Recognizing the best of the best!

Thank-you Sponsors!

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Being Green for LifeThe Veterans Memorial Parkway Community Program (VMPCP) was awarded the Green for Life Community Award during the 11th Annual National Awards of Landscape Excellence. The VMPCP was awarded for its Veterans Memorial Parkway Landscape Enhancement Project, which has seen the planting of over 800 large caliper trees along the parkway. This prestigious award recognizes projects or geographical segments within a community, region, or municipality that have specific benefit to the public through the development and/or maintenance of green spaces. The VMPCP was nominated by Landscape Ontario to compete in the second annual Green for Life Community Award with projects across the country. The VMPCP is an innovative private-public partnership between local businesses, the City of London and the community-at-large that seeks to complete a major landscape enhancement project along a key gateway into the city. Every fall, volunteers from across London gather together to plant hundreds of large-caliper trees using dozens of pieces of equipment in a single morning.

CNLA Public Relations Chair, Bill Hardy, presented the Green for Life Community Award to Grant Harrison and Barry Sandler of the VMPCP.

Canadian Nursery Landscape Association / Association Canadienne des Pépiniéristes et des Paysagistes7856 Fifth Line South, Milton, ON L9T 2X8 | Toll Free: 1-888-446-3499 | Toll Free Fax: 1-866-833-8603 | Email: [email protected] | www.cnla-acpp.ca

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many committees and groups where you can lend your expertise. We also have an active online community through our LinkedIn group, Twitter and Facebook pages.

Wishing you the very best for the 2014 season!

Sincerely,

Christene LeVatte, CLPPresident

ASSOCIATION NEWS

Letter from the president

On behalf of the Canadian Nursery Landscape Association (CNLA), I would like to thank you for supporting us through your membership in your local provincial

association. With over 3,800 members across the country, CNLA works hard to increase the value of your membership through our savings programs, lobbying efforts, education, research, commodity specific committees, Landscape Industry Certification, and support to the provincial associations.

Our industry represents over $14 billion in economic impact, creating and maintaining more than 132,000 jobs for Canadians. Did you know that landscaping could add 20 percent to the property value of a building?

Even smaller projects like adding a patio or hedge can add four to 12 percent. Green spaces are known to reduce stress and lower blood pressure and communities with parks and gardens have lower crime rates and more pride. Even if you know these stats, do your clients? The Landscape Canada Committee created a useful infographic that you can share with your customers to teach them the benefits of our great industry. You can find it at www.cnla-acpp.ca/lccinfographic

The Member Services Committee continues to search for programs that will add value to your business. Our programs cover vehicles, equipment, industry training, financial services, business solutions, technology and communications. For example, members can now access up to $13,000 off new 2015 GMC and Chevrolet trucks. Significant savings are also available on John Deere and Caterpillar equipment. CNLA is proud to introduce two new programs to our list with Isuzu Trucks and Employers First. For more information on any of these programs visit our website at www.cnla-acpp.ca/benefits or call our Member Services Team at 1-888-446-3499.

We strongly encourage Landscape Industry Certification amongst our members and their employees, not only to increase the level of professionalism in our industry, but also to ensure that you are up-to-date on industry standards and training. There are 950 Landscape Industry Certified individuals across Canada, let’s make 2014 the year where we surpass 1,000!

To those of you who have recently joined the association, welcome to our community! The best way to get value out of your membership is to get involved. There are

This fall marks the mid-point in the project’s timeline, which began in 2011. Upon its completion in 2017, the VMPCP, with the help of its sponsors, donors and volunteers, will have planted more than 6,000 large-caliper trees and constructed 15 large stone commemorative features. “It takes a big community to successfully implement an enhancement project of this scope and nature,” said Barry Sandler, the program’s tireless executive director. “The outpouring of support and engagement we have received from major partners like the London Chapter of Landscape Ontario, 3M, Trojan, Starlim, Fanshawe College, Scouts Canada, the City of London, many other supporters and all of our volunteers is what keeps this project moving forward.” The project will improve the image of the London community and will stand as a long-lasting tribute honouring all veterans, as the 2017 completion date is the 100th anniversary of the Battle of Vimy Ridge and the 150th birthday celebration of Canada.

The large group of volunteers participating in the Trees for the Parkway program.

Crop Protection ProductsIn response to grower demand for better resources to help them to determine the availability of various pesticide products, a new resource has now been added to the CNLA website. Presented in chart format according to product type, this resource is organized according to product name, active ingredient, PCP number, the pest being controlled and the crops for which the product is currently registered.

Check it out at www.cnla-acpp.ca/cropprotectionproducts

Horizon 2020 passed In December, the new research program “Horizon 2020” was passed by the Council of the European Union. Between 2014 and 2020, the EU has committed to 70 billion Euro for research and innovation in the area of green industry.

The European Landscape Contractors Association has been involved in promoting the topics of research covered by Horizon 2020. These topics are the positive effects of a green-dominated living environment on health and wellbeing of people and simultaneously research regarding the effectiveness of urban green and regarding the improvement of the climate in urban areas.

More information is available on our website at www.cnla-acpp.ca/news.


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Celebrating Excellence

Winner: Year Round Landscaping, Albertafor the “EEEL Building”www.yearroundlandscaping.com

The Energy, Environmental and Experimental Learning Building is the newest building at the University of Calgary. The design of the building was created in hopes of becoming “LEED Platinum” certified.

A building of this level requires landscaping to the same magnitude and excellence. The landscape plan was created by O2 Planning with the goal to create a design that expressed a formal sense of arrival to the campus by blending a prairie campus parkland with a more formal, urban and contemporary feel. Two of the largest challenges encountered during the construction process were the installation of a stabilized berm off the main road and the installation of Silva Cells. Year Round Landscaping was excited to be part of creating a legacy for this monumental building in the city.

Caterpillar Award of Excellence for Commercial Landscape Construction

Participants in this category: 1. Year Round Landscaping, AB2. Alpha Better Landscaping Inc., AB for

“The Water Centre”3. Lawn Rangers Landscaping, NB for “Tide

and Boar Gastropub”4. Murray’s Landscape Services Ltd., NL for

“Artillery Park”5. Russell’s Land Design, NL for “Rainbow

Gully”6. Aden Earthworks Inc., ON for “West

Harbour City”

7. Tarrascape Innovation Inc., ON for “Chateau Parc”

8. The Scott Wentworth Landscape Group Inc., ON for “Battery Park”

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We call it a Cat® 308E2 Mini Excavator. BLAIN CALLS IT A WAY TO HIT THE

TRAILS WITH HIS BOYS.

Blain GibsonGibson ExcavatingCat Customer: 26 Years

<

Caterpillar is built to help businesses like Blain’s succeed every day – by ensuring he has the right machine for the job, making parts available, giving him plenty of work tool attachment options and providing expert service – so he can enjoy more time on the trails and less time thinking about work.

CNLA MEMBER EXCLUSIVE OFFER – SAVE UP TO $2,000 ON QUALIFYING CAT MACHINES.*

© 2014 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, BUILT FOR IT, their respective logos, “Caterpillar Yellow,” the “Power Edge” trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

*To redeem your credit: This card must be presented to your local Cat dealer at time of quote. This offer applies to new Cat machines and select new Work Tool attachments purchased by Canadian Nursery Landscape Association members before December 31, 2014. Limit of one credit per new Cat machine and one credit per new Work Tool purchased. Offer available on new quotes only and may be combined with published Caterpillar Building Construction Product Division U.S. and Canadian national offers only. Contact your local dealer for details and to see the complete discount pricing available per model. Subject to credit approval. Valid only at Cat dealer locations in the U.S. and Canada. Subject to change without prior notice. Contact [email protected] or call 1-888-446-3499 for a CNLA membership confi rmation letter.

Scan for offer details.Visit CatResourceCenter.com/CNLA to download your discount card.

CATBC45697_Ad_CNLA Blain Ad.indd 1 2/14/14 4:36 PM

Caterpillar Award of Excellence for Residential Landscape ConstructionWinner: Edengrove Landscapes, Ontariofor “Escarpment View”www.edengrove.ca

What started out as a 25 acre piece of farmland has been transformed into the client’s personal family retreat. This project’s design requirement at all times was to mirror the beauty and magnitude of the escarpment that can be appreciated from every perspective of this property. After the design stage was completed, the construction started with the creation of the two two-acre sized ponds that were divided by a European canal-style bridge. The excavated material from the ponds was used to establish the base for the kilometer-long Autumn Blaze Maple lined driveway that meanders through the property.

The formal linear landscape compliments the modern residence from all areas of the home. From the coloured concrete slab walkways that connect to the India flagstone patios of the front door entrances to the entertainment areas off the family and kitchen rooms of the house, design elements of the house are mirrored in the outdoor living space of the landscape. Throughout the landscape, the stone that has been installed on the bridge, knee walls, pillars and outdoor cooking entertainment areas has been complimented with the same stone used throughout the residence.

The landscape comes alive beautifully in the evening with the aid of a variety of landscape lighting that is hidden throughout the gardens and stone garden features.

Participants in this category: 1. Landform Inc, AB for “Hills”2. Peter Hughes Landscape, AB for “Kelly

Residence”3. ULS Maintenance and Landscaping Inc.,

AB for the “Bayview Residence”4. Fossil Project Services, BC for “Delta

Estate”5. Landscape 2000, BC for “Williams”6. Ogawa Landscape Design, BC for

“Thyme on 43rd”7. Lawn Rangers Landscaping, NB for

“Spanier Residence”8. Scholtens Landscaping, NB for “The

Cook Residence”9. Interlock by Design, NL for “Oasis”10. O’Neill’s Gardenland, NL for “Waterford

Bridge Road”11. Edengrove Landscapes Ltd., ON for

“Escarpment View”


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12. The Landmark Group, ON for “Fire on Water”

13. Vaughan Landscaping, ON for “Goodman Crescent”

14. Paysagiste Northland, QC for “Fluidité dans la Pierre”

15. G & S Landscape & Excavation Services, SK for “River Heights”

Continued from page five...

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Caterpillar Award of Excellence for Residential Landscape Construction

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Winner: Betz Pools for “Woodland Avenue”www.betzpools.com

The greatest challenge of this site was the changes in grade from the existing upper wood deck to the basement walkout to

Participants in this category: 1. Salisbury Landscaping, AB for

“MacDonald Residence”2. August Landscape Design Studio, NB

for “Halls Creek”3. Daisy Design, NL for “Lakeside”4. Aden Earthworks Inc., ON for “Seven

People One Vision”5. Benj Art Inc. for “Escarpment Emerged”6. Betz Pools Ltd., ON for “Woodland

Ave.”7. Dearborn Design Associates, ON for

“Cameron Street Public School”8. Plantenance Inc., ON for “Work-Life

Balance”

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DynaSCAPE Award of Excellence for Landscape Design

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allow for a custom concrete pool with over 1500 square feet of surrounding patio area. Multiple retaining walls and steps were required to account for the changes in grade. Many of the walls also double as seating...


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DynaSCAPE Award of Excellence for Landscape Design...options along the pool patio deck. An outdoor family lounge area was desired that includes a gas fireplace and overhead pergola structure to enclose and create the space.

A beautiful custom cabana with open walls facing the pool also acts as the pool wall enclosure. Garage type doors allow the structure to be closed up for the winter season and through inclement weather. A full bar with granite countertop, lounge area, and TV mounted to the back wall also offers an exceptional leisure room for further entertaining family and guests. A full piece bathroom and outdoor shower further enhance the practical use of this yard. Many existing trees and vegetation planted by the client were included and retained.

Grower of the Year AwardGrowers’ Canada is pleased to announce Winkelmolen Nurseries of Lynden, Ontario as this year’s CNLA Grower of the Year. This is the fourth year for the Grower of the Year program, which is designed to promote and recognize excellence in horticultural production. Founded in 1979 and having since expanded to over 450 acres, Winkelmolen Nurseries specialize primarily in the production of bare root nursery stock.

In making the presentation at the NALE ceremonies in St. John’s NL, CNLA Growers’ Canada chair John Byland commended Winkelmolen Nurseries for their outstanding application, reflecting the company’s high standards in each of the award’s criteria, including sound economic performance, innovation, marketing, environmental standards and a sound human resource policy.

Winkelmolen Nurseries will be entered into the International Association of Horticultural Producers (AIPH) awards competition, which will be held in Qingdao, China later this year.

Growers Canada Chair, John Byland, presented the award to Nick Winkelmolen, Ans Merton, and Jan Winkelmolen at the National Awards ceremony in St. John’s.


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Winner: Boot’s Landscaping & Maintenance, Ontario for “Courtlands”www.bootslandscaping.com

Courtlands are two high-rise condominiums, where Boot’s Landscaping recently replanted the gardens after a major construction project. The maintenance contract includes topdressing, over seeding and aeration. There is an irrigation system that includes soil moisture sensors. These buildings house seniors that spend their time looking out their windows at the landscape and, if well enough, enjoy time on the patios and benches placed throughout the premises. Pathways are also used for leisurely strolls around the property. Residents marvel at the colourful displays of both annuals and perennials complimented with a healthy manicured turf. The maintenance program includes two site visits per week with one crew looking after the plant health care and another crew maintaining the lawn areas.

John Deere Award of Excellence for Commercial Landscape Maintenance

Participants in this category: 1. Urban Landscaping Ltd., NB for

“Pleasantview Estates”2. Boot’s Landscaping & Maintenance

Ltd., ON for “Courtlands”

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3. Dusty Miller Landscaping, ON for “Marant Construction”

4. Strathmore Landscape Contractors, ON for “Standard Life”

5. ParaSpace Landscaping Inc., BC for “Aquarius”

John Deere Award of Excellence for Residential Landscape Maintenance

Winner: Shades of Summer Landscaping & Maintenance, Ontario for “Nethercott”www.shadesofsummer.net

This small suburban property backs onto four other properties. One of the client’s biggest needs is privacy! Brad Paton, president of Shades of Summer, has planted and been involved in maintaining this property for 10 years. Within a small area of about 30 linear feet there are three large spruce trees, a locust tree, a clump maple, two mature cypress, and three Japanese maples. The difficulty in maintaining such an area is allowing for the growth of each tree, pruning them to allow the trees beside to exist within the same space and create a natural screen barrier. The pruning of these trees must be done so that the delicacy and layering of the branches looks natural and not hacked or butchered to keep to the confined area.

The front yard on the other hand, has the space for trees to mature unobstructed. The three clump maples have been limbed

up to a height of 18 feet to form a canopy over the yard and house. Each spring surface roots are carefully axed out and

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Because the grass keeps growing, we keep you mowing.

Keep Mowing

*Program available only at participating dealers and dealer participation will vary. Loaners used for residential purposes provided within 72 hours. Some conditions and restrictions apply. Additional program offerings available for an added cost. See participating dealer for complete details and program offerings.

58782

Introducing the NeverStop™ Loaner Guarantee Program

Customers have expectations and you have to meet them. Every day, every week. No one understands this better than John Deere. That’s why we’re introducing a one-of-a kind loaner program, designed to keep you working – and keep you from worrying. Here’s how it works: if one of your ZTraks™, QuikTraks™ or Walk-Behinds needs a warrantable repair, your dealer will provide you a loaner machine at no charge – and make sure it’s available for commercial use within 24 hours*.

Talk to your participating John Deere dealer about how NeverStop can keep you mowing, all season long.

58782-2 CNLA.indd 1 2/21/14 2:34 PM

new soil and mulch are added to allow the lush plants beneath the maples to flourish. Regular water and fertilizer help this property to look its best all season long.

Participants in this category: 1. Peter Hughes Landscape, AB for

“Decore/McQueen Residence”2. Wanamaker’s Horticultural Services,

NB for “Fitzpatrick Residence”3. Shades of Summer Landscaping &

Maintenance, ON for “Nethercott”4. The Cultivated Garden, ON for

“Rosedale Retreat”5. Thornbusch Landscaping Company,

ON for “Karson Retreat”

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Garden Centre of the Year AwardCongratulations to Sheridan Nurseries Ltd.’s Toronto location for winning the prestigious Garden Centre of the Year award! Part of the National Awards of Landscape Excellence, the Garden Centre of the Year award recognizes companies that demonstrate excellence in the following areas: growing teams, growing connections, growing sales, growing gardeners, growing with technology, continuous growth, and growing environments. Sheridan Nurseries - Toronto is a downtown garden centre with only 5,700 square feet of covered space and three parking spots, yet they go above and beyond in each category.

The judges also wish to congratulate CD’s Trees in Newfoundland and Labrador for receiving an honourable mention in the “Growing Connections” category and Phoenix Perennials in British Columbia for “Growing Gardeners”.

CD’s Trees

Phoenix Perennials


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Landscapers Corner

Everyone associated with a construction project needs to have safety as a top priority. CNLA is connected to the Canadian Common Ground Alliance to help ensure the landscape industry is informed about the safety practices associated with digging. Here are a few tips to remind your crews:

• Contractors should contact their local utility representatives to determine if and where hazardous items are buried under the digging site, before digging begins.

• When in doubt, do not dig!• Have a record of all utility

emergency numbers in the areas you are digging in, and ensure that machine operators know how to stop the engine quickly in an emergency.

Creating a safety culture in the workplace means protecting employees and the public and ensures a professional image for your company, and the overall industry.For more information on the common ground alliance, visit www.canadiancga.com

Call before you digAccording to the Landscape Canada Survey, recruiting and retaining skilled and unskilled labour remains a challenge. Providing incentives to your employees shows that you are thinking of their well-being. There are many ways businesses are doing this:

61 percent of respondents provide bonuses based on work performance. Bonuses can directly show an employee they are doing a good job. You can also be creative by extending some of CNLA’s member benefit programs to your employees. Some examples include: 15 percent off at Mark’s or group banking and RRSP packages through RBC. An ongoing benefit gives employees another reason to stay over the long-term.

41 percent or respondents offer educational support. The survey shows that staff are typically rewarded for being certified by companies that pay for employee’s educational courses and travel to/from the course location, and by offering a pay raise once the person is certified.

39 percent provide health and dental coverage to their employees. Did you know that CNLA offers a group insurance program specifically for this industry? The HortProtect program includes both health and life, and property and casualty insurance.

The full results of the Landscape Canada Survey for the 2012 year are now posted on the CNLA website. Take the 2013 survey today and you will be entered in a draw to win an iPad Mini! www.surveymonkey.com/s/LCC2013survey

Employee retention

Landscape Canada is conducting a survey to determine how landscaping relates to Leadership in Energy and Environmental Design (LEED) certification. Currently, the LEED process has a minor focus on the landscaping component of projects and Landscape Canada would like to learn more about this portion of the certification.

Our results to date show that LEED

LEED Survey

consultants need the resources to understand what constitutes native and adaptive planting and how to care for them. This is why it is important for our industry to remain involved in the LEED process. One of the main obstacles for these projects is the amount of paperwork required. It is highly recommended that if you are involved in a LEED project, you

start the paperwork process as soon as you get the project. The more organized you are from the beginning, the more time you will save in the end.

One of the main benefits of working on a LEED project is that it gets everyone involved in the project talking to each other. It helps everyone from engineers, to architects, to landscape contractors understand how their work is connected. What one stakeholder does might impact the other groups involved in the project, and LEED brings everyone together to work on a cohesive strategy for the entire site, rather than a small segment.

We are currently seeking more people to interview. If you have been involved in a LEED project, please contact Julia Ricottone at the CNLA office (1-888-446-3499 x 8615, [email protected]). The survey process usually takes up to 30 minutes over the phone and your input would provide us with some valuable information!

Landscape OnSites Tips

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Landscape OnSites TipsLandscape OnSites TipsLandscape OnSites TipsLandscape OnSites Tips


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This is your opportunity to tell us a bit about your business, and have the chance to win a prize. Take the Garden Centres Canada Survey for the 2013 business year and help us collect valuable information about the industry. Compare your responses to the 2012 survey results.To take the survey, visit: www.surveymonkey.com/s/GCCsurvey2013

82% of Canadians are online. We have the highest percentage of internet use in the world. Consumers use the internet to window shop, compare prices, and to see reviews of products or services before they decide to make a purchase. The CNLA Board of directors recently heard a presentation from BlueDrop Performance learning. One key fact that stood out is that people now trust 78% of what strangers recommend online, but only 14% of what they hear in advertisements.

Take note of the conversations happening online about your business. As an example, a Facebook page offers you more opportunity to respond quickly to comments and concerns. Social media means messages spread quickly, and people expect a response just as fast. Be sure that someone is monitoring your social media pages and is able to respond to comments. Customers will be more likely to maintain a positive attitude toward your store if their issues are solved quickly and easily.

Garden Centres CornerWhat is your online presence?

The annual International Garden Centre Association (IGCA) Congress is taking place in Ireland from August 10-15, 2014. This event is your chance to see the trends in the garden centre industry around the world. See first hand the way Irish garden centres tackle merchandising, and what additional products and services they offer. Talk to garden centre owners around the world about the key things they are doing to improve their business.

The IGCA Congress also includes a study tour that provides a learning opportunity for younger garden centre employees, managers and directors by encouraging additional exchange of information and interaction at the annual congress. The study tour includes additional learning opportunities and discussions.

The IGCA Congress has typically had 20+ Canadians in attendance, and we

Experience Ireland

challenged the other countries to have more delegates than us in Ireland! We hope to see you there. For more information on the IGCA Congress, please visit www.igccireland2014.com. Register today before it fills up! Feel free to contact the CNLA office if you have any questions.

Set the bar higher with the Garden Centre Inspection ProgramRegister before March 14th

The Garden Centre Inspection program is designed to offer a critical, third-party look at all aspects of your garden centre’s operations. The result is a step-by-step work plan for making improvements that add to your business’ profits immediately. Whether you are planning to make significant changes or renovations, or want a complete review of your store, Eve Tigwell has the experience to help you.

The Inspection program provides you with a complete report, including a photo library and a detailed assessment of every aspect of your store. If also provides you with solutions that you and your team can work on to enhance your store’s bottom line. The Garden Centre Inspection Program is a great way to get a third-party opinion of your garden centre, at a fraction of what it would cost to bring an international consultant in on your own.

Garden Centres Canada sends a monthly e-news with information on programs, events and industry-related news items. Sometimes, the contact email we have on file is not the same person that would benefit from the e-news. If you would like to keep up to date with the latest information from Garden Centres Canada, please email [email protected], or sign up for email newsletters online at www.cnla-acpp.ca.

Are you receiving the Garden Centres Canada Update?

Take the Garden Centres Canada Survey and win an iPad mini!

CEAD MILE FAILTE!

One Hundred Thousands Welcomes...

Join us for the 56th International Garden Centre Congress. Explore the Emerald Isle and see what it has to offer.

The full tour itinerary is now on the webiste, along with pre and post tour information.

www.igccireland2014.com

GA

R D E N C E N T RE

A S S O C I AT I O N


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Growers Corner

BY RITA WEERDENBURG

In the summer of 2013, CFIA announced that they had asked USDA to voluntarily suspend certification of Beberis thunbergii ‘Aurea Nana,’. Diagnostic testing of plants labeled “Aurea Nana” indicated that a number of import consignments contained an unknown cultivar which is prohibited movement within Canada. The unknown cultivar is not on the approved list of varieties available for propagation and sale in Canada.

Due to these finds, the CFIA took additional samples of “Aurea Nana” plants across Canada for analysis during the usual annual audits of barberry propagation nurseries in fall 2013. The results showed that relatively large quantities of barberry being propagated by at least one Canadian nursery facility closely resembled but were in fact not ‘Aurea Nana’ as labeled. It is suspected that these unknown varieties have been present in Canada as early as 2006, but it has only been through the ongoing and large scale propagation that they are now starting to show up in CFIA’s testing program.

CFIA has placed the plants under regulatory control and is considering options. At the present time, there is also not yet a resolution to the current situation with USDA which would allow growers to resume their imports of ‘Aurea Nana’ to Canada.

Notice to Growers of Barberry

Growers, retailers and landscapers are reminded to use extra caution in their purchase of boxwood plants this coming spring to avoid the spread of C. buxicola or boxwood blight.

In a cooperative decision made by nursery growers in both Canada and the US, and supported by both CFIA and USDA-APHIS, boxwood blight is not a regulated pest in Canada or the US. It is therefore impossible to track the possible spread of this destructive pest of boxwood and Japanese spurge. Buyers are therefore cautioned to purchase boxwood only from suppliers that are known to self-propagate and that have stringent bio-security and best management practices in place.

As a further precautionary measure, landscapers and retailers are urged to NOT bring or plant new boxwood plants onto sites with existing and mature boxwood plants.

CNLA has learned that there have been a few detections of boxwood in the landscape in the summer of 2013. However, due to the non-regulated status of C. buxicola, it is not known where these infested boxwood originated.For further information, visit www.cnla-acpp.ca/growers

Buying boxwood this spring? Know your supplier!

NAPPO acknowledges contributions of Bruce McTavishBruce began representing Canadian industry at NAPPO in 2002, following a mentoring period by Henry Heuver who had performed that role so skillfully as one of the originators of the Industry Advisory Group in NAPPO. Bruce has been active in the detailed work of several NAPPO panels, most notably development and implementation of standards on Plants for Planting and through NAPPO, coordinated Canadian industry input to global phytosanitary standards of the International Plant Protection Convention. As a regular participant at NAPPO Executive Committee meetings, Bruce was also influential in the development of strategic priorities and direction for NAPPO.

Bruce also took on a specific project for NAPPO during a sabbatical, namely the development of a curriculum for post-secondary institutions offering diploma/degree programs in regulatory science, plant protection in particular.

Bruce was recognized by NAPPO at both the 2005 and 2013 NAPPO Annual Meetings for his contribution to the protection of plant resources in North America. Bruce will be missed by NAPPO for his knowledge, experience, practical approach, sense of humour and knowledge of phytosanitary issues.

Ian McDonnell, Executive Director of NAPPO, presents Bruce McTavish with an award to acknowledge his contributions to NAPPO and the industry, at the 2013 NAPPO meetings held in Guelph, Ontario.

New Agricultural Growth ActEarlier this month, the Government of Canada introduced Bill C-18, “The Agricultural Growth Act” to help Canada’s farmers stay competitive in the world markets. Amendments to the Agricultural Marketing Programs Act and the Farm Debt Mediation Act to help simplify delivery and access to the Advance Payment Program for producers.

Visit our website for more information on the changes resulting from Bill C-18.


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Coin de producteurs

PAR RITA WEERDENBURG

L’ONAPP souligne la contribution de Bruce McTavishBruce a commencé à représenter l’industrie canadienne à l’ONAPP en 2002, à la suite d’une période de mentorat donné par Henry Heuver qui a tenu son rôle de façon si talentueuse en tant qu’un des créateurs du Groupe consultatif de l’industrie lors de l’ONAPP. Bruce a participé activement au développement de plusieurs volets de l’ONAPP, plus particulièrement à l’élaboration et la mise en œuvre de normes sur les végétaux destinés à la plantation et par l’entremise de l’ONAPP, il a coordonné les données de l’industrie en normes phytosanitaires mondiales de la Convention internationale pour la protection des végétaux. En tant que participant régulier aux réunions du comité exécutif de l’ANAPP, Bruce a joué un rôle influent dans l’établissement de priorités et d’orientation stratégiques pour l’ANAPP.

Bruce a également entrepris lors d’un congé sabbatique, un projet spécifique pour l’ANAPP, à savoir l’élaboration d’un programme d’enseignement pour les institutions postsecondaires offrant des programmes menant à un diplôme/grade en sciences régulières, plus particulièrement la protection des végétaux.

L’ANOPP a souligné la contribution de Bruce à la protection des ressources végétales en Amérique du Nord au cours de deux assemblées annuelles de l’ANAPP soit celles tenues en 2005 et en 2013. Il ne fait nul doute que les connaissances, l’expérience, l’approche pratique, le sens de l’humour et l’expertise en questions phytosanitaires de Bruce manqueront énormément à l’ANAPP.

Vous achetez des buis ce printemps? Assurez-vous de connaître votre fournisseur!On rappelle aux producteurs, aux détaillants et aux paysagistes de faire preuve de prudence lors de l’achat de leurs buis ce printemps afin d’éviter la propagation de C. buxicola ou la rouille du buis.

Avis aux producteurs de l’épine vinetteAu cours de l’été 2013, l’ACIA a annoncé qu’elle avait demandé à la USDA de suspendre volontairement la certification du Berberis thunbergii, l’”Auara Nana”. Les tests de diagnostic de la plante appelée “Aurea Nana” ont indiqué qu’un certain nombre d’envois d’importation contenait un cultivar inconnu; ce qui constitue une circulation interdite au Canada. Ce cultivar inconnu ne figure pas sur la liste d’approbation des variétés disponibles pour la multiplication et la vente au Canada.

En raison de ces découvertes, l’ACIA a pris des échantillons additionnels des plantes “Aura Nana” à travers le Canada à des fins d’analyse au cours des vérifications annuelles régulières des pépinières de multiplication de l’épine vinette à l’automne 2013. Les résultats ont démontré qu’une quantité relativement élevée d’épines

La nouvelle Loi sur la croissance agricolePlus tôt au cours de ce mois, le gouvernement du Canada a présenté la Loi C-18, la Loi sur la croissance agricole, afin d’aider les fermiers canadiens à demeurer concurrentiels sur les marchés mondiaux. Des modifications à la Loi sur les programmes de commercialisation agricole et à la Loi sur la médiation en matière d’endettement agricole visent à simplifier la mise en œuvre et l’accès au Programme de paiement anticipé pour les producteurs.

Visitez notre site Web pour obtenir de plus amples renseignements sur les changements découlant de la Loi C-18.

Produits de protection des culturesEn réponse à la demande des producteurs visant à obtenir de meilleures ressources qui pourraient les aider à déterminer la disponibilité de divers produits antiparasitaires, une nouvelle ressource a maintenant été ajoutée au site Web de l’ACPP. Présentée en format de tableau en fonction du type de produit, cette ressource est organisée selon le nom du produit, l’ingrédient actif, le numéro de produit antiparasitaire (PCP), l’organisme contrôlé et les cultures pour lesquelles le produit est actuellement homologué.

www.cnla-acpp.ca/cropprotectionproducts

Dans le cadre d’une décision conjointe prise par les pépiniéristes du Canada et des États-Unis et appuyée par l’ACIA et l’USDA-APHIS, la rouille du buis n’est pas un organisme réglementée au Canada et aux États-Unis. Par conséquent, il est impossible de faire le suivi de la diffusion possible de cet organisme destructeur du buis et de la pachysandre du Japon. Nous avisons donc les acheteurs de se procurer des buis uniquement auprès de fournisseurs reconnus pour l’autoreproduction et appliquant des pratiques strictes relatives à la sécurité biologique et à la gestion.

En tant que mesure supplémentaire, on conseille fortement aux paysagistes et aux détaillants de NE PAS apporter ou planter de nouveaux buis sur des sites où se trouvent des buis matures.

On a avisé l’ACPP que quelques détections de buis ont été faites dans des aménagements paysagers au cours de l’été 2013. Toutefois, en raison du statut non réglementé de la C. buxicola, nous ne connaissons pas l’origine des buis infectées.

Pour obtenir plus de renseignements veuillez consulter www.cnla-acpp.ca/growers

vinettes étant multipliées à au moins une pépinière du Canada y ressemblait beaucoup mais qu’en fait, il ne s’agissait pas d’”Aura Nana” tel que homologué. On soupçonne que la présence de ces variétés inconnues au Canada remonte aussi loin qu’en 2006 mais ce n’est que par la multiplication en cours et à vaste échelle qu’on peut maintenant commencer à voir ces variétés dans un programme de tests de l’ACIA.

L’ACIA a soumis les plantes à un contrôle réglementaire et considère actuellement les possibilités. En ce moment avec la USDA, il n’y a pas encore de résolution à la situation actuelle qui permettrait aux producteurs de reprendre leurs importations de l’”Aura Nana” au Canada.


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14

Insights and opportunitiesSignificant trends are at work shaping the future of the ornamental horticulture industry and affecting businesses that grow and retail plants, and sell related products and services.

With nearly three decades of relevant experience in the Canadian ornamental horticulture market, MARCON+ZRB examines these trends and reports on what they mean to you and your business.

Trend No: 2Are Gen X and Y really different from Boomers?

Industry Trend Report

Continued from page one...

Studies show similarities and differences between the realities and purchasing habits of Gen X and Y and those of Boomers. In our previous article published in the autumn, 2013, we highlighted the following trends driving the purchasing habits of Boomers. These trends also apply to the younger generations and shape their buying decisions:

• New houses have smaller or no out-door yard to maintain

• Growing trend of outside living rooms • Ornamental horticulture competes with

more leisure activities than ever before• Less time available for gardening

activities• Digital media savvy

Focusing on the differences between Gen X and Y versus their predecessors, provides important clues about how to attract and inspire these consumers:

1. Lower Knowledge Levels: Gen X and Y participants in focus groups held in the US recently were invited to comment why they are less inclined to purchase from garden centres. Here’s a sampling of their feedback :

• “Gardening requires time and expertise.”

• “Garden centres are for experts, not novices.”

• “Garden centres are for when you make big projects.”

• “I have very little in common with gardeners, I’m too busy and cash strapped.”

• “I don’t pay attention to what is going on at garden centres. They are not on my radar.”

Gen X and Y generally have less practical knowledge about gardening than Boomers and are uncomfortable with the technical language and skills associated with selecting, planting and maintaining plants. They would prefer plants and gardening to be more accessible and “user friendly”. Some garden centres may actually be intimidating this important segment with the tone of their communications, product selection and a style of merchandising that has been traditionally targeted towards experienced gardeners. Consider how many of these potential customers are shopping in big box store garden centres instead, or worse, discouraged from gardening at all. As a retailer, tailor at least a portion of your business to better address this segment’s interests. As a landscape service provider, position some of your services to better solve some of their time, lack of knowledge, and budget challenges.

2. Interests: It is easy to point to entertainment and more competing leisure activities than ever before as to why Gen X and Y aren’t as interested in ornamental horticulture as the preceding generation was. While they may not be excited about taking care of large flower beds, manicured lawn or large landscape plantings, all of which equate with work, time and expense, research has shown that there are opportunities to inspire and attract this group.

Unquestionably, they have a love of nature and show respect for the environment. They

are health conscious and understand the important connection between good health, exercise and good quality food. They have a strong sense of pride in their home.

Their interest in growing food is fertile ground to nurture a better relationship with this segment. How many garden retailers plan to devote display space, plants, products, and easy to digest information geared to making grow-my-own-food fun and accessible?

They are not inspired by showpiece lawns, but they are very interested in safe and soft outdoor play spaces for their children and pets. Pallets of fertilizer in one corner of the store, seeds and top dressing in another area, and lawn tools hanging on a rack, does not appeal to these parents. Retailers and service providers need to rethink how to better position their products and services to create those safe and soft play spaces.

“Radiant Orchid” is the Pantone® colour of the year for 2014. Garden retailers should sell and promote indoor and outdoor plants that bloom this exciting shade, but that alone is not going to attract Gen X and Y to your store. Incorporating display concepts that provide interior and outdoor decorating inspiration using Radiant Orchid coloured plants will.

This demographic, and Gen Y especially, does not like to be sold. They prefer authenticity: explain the facts and they will make their own decisions.

3. Ready-to-use products and service purchasers:Like their predecessors, Gen X and Y like beautiful surroundings, but they are not willing to spend as much time on actually doing the work. They are more receptive to simple, ready-to-use products and solutions such as pre-planted small space balcony containers and colourful seasonal patio planters.

Budget allowing, they are willing to pay a specialist to take care of their garden. 4. Appetite for branded products:Gen X and Y place greater importance on brands than their predecessors. For them a brand is synonymous with comfort level, a known promise and quality standard


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TechnicianRichard Barnes PEIMichel Quinones ON

DesignerMichelle Alkerton ON

*as of February 14, 2014

understood and shared by their peers. They eat at The Keg, buy at Ikea and insist on Apple products. The less knowledge they have about a product, the more they need reassurance from the brand. The absence of known strong branding may be a factor contributing to a little of the intimidation this generation feels about plants. Developing your business’ own successful local brand, and carrying branded products are both important to connecting with them.

5. Heavy digital media users:Traditional advertising, like printed materials and broadcast media, doesn’t reach Gen X and Y as effectively as it does Boomers. Remember, it was the Gen X consumer who was responsible for the decision to stop producing the once venerable Canadian Tire

catalogue. Clearly web-based marketing efforts and social media savvy are the tools needed to connect with, inform and inspire this group. Simply having a website and a social media presence, however is not enough. A proper marketing plan, well-crafted and inspiring content, and careful timing are essential.

CONCLUSIONTogether Gen X and Y, represent over 12 million Canadians and are the key to the successful operation of a garden centre, big box plant department or a landscape service business today, and into the future.Are they very different from Boomers?Yes, if you compare them with how Boomers purchased your products and services in the past. And no, because of the trends described above affect both Gen X and Y, and Boomers in the same way.

If you want to access the sales potential of both demographics, you need to be sure that your ornamental horticulture product selection or service offering is in tune with these trends, and your marketing strategy is updated and tuned to their attitudes and interests.

Jean Dumas, is a Partner in MARCON, a marketing research firm specializing in ornamental horticulture and agri-business. Frank Zaunscherb, is President and Creative Director for ZRB (Zaunscherb Roberts Blair Inc.), a marketing, design and communications firm specializing in ornamental horticulture and agri-business. Together MARCON+ZRB provides strategic research and marketing solutions for clients across Canada and in the United States.

Certification Cornercertifiedlandscape industry

Standing on the shoulders of giantsOver the years, the Certified Landscape Designer (CLD) program has grown, led by Landscape Ontario’s Designer sector group and the Atlantic Association of

Recently Awarded Landscape Industry

Certification

CERTIFICATION TEST DATES

TEST DATES AND LOCATIONS:

Visit landscapeindustrycertified.org for more information and links to exam registration.

March 5 Winnipeg, MB March 20 Canada Blooms, ON

March 25/26 Olds, AB

April 16 Spaniards Bay, NL

April 25/26 Truro, NS

Haig Sefarian accepts an Award of Excellence from Certification Chair Jeannette French, for his work on the CLD program at this year’s National Awards ceremony in St. John’s, NL.

Did you know?Challenging the Landscape Industrty Certified exams

There are four designations in the LIC program that are achieved by the successful completion of a written exam.

Lawn Care Technician:This credential is directly linked to the practice of the profession and reflects what you already know as a lawn care practitioner. A mark of 70% on the two hour multiple choice exam is needed.

Interior Landscaping:This designation can be achieved with a four-hour written exam that tests your knowledge and many aspects of the interior landscaping industry. A study guide is available to aid in preparation for this exam.

Designer:There are two parts in achieving your designation, a written exam with a mark of 70% or higher; and a portfolio submission of three completed projects, which is judged by a panel of Certified Designers.

Manager:A series of seven written modules based on seven core competencies designed for owners and managers wishing to improve their business skills. This four-hour exam has seven study manuals that correspond with each test section.

Landscape Designers. A few years ago, the AALD retired its certification program to adopt the then newly minted national CLD program. Their faith in the CLD vision spoke to the quality of the Ontario developed program and the future promise of a national scope.

Don Chase, Ron Koudys and Haig Seferian were particularly influential in the growth of the Ontario CLD program and now the national program. CNLA’s Certification Committee extends its gratitude to the leadership, hard work and tireless dedication these individuals and the members of the AALD contributed to the CLD program. It is on these giants’ shoulders that we continue to reach for greatness.


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For 88 years, STIHL has been a world-class innovator in outdoor power equipment. German engineered products featuring the latest pioneering technologies make STIHL the market leader. STIHL products are only available at independent STIHL Dealers who provide expert advice and on-site service. Thank you for supporting the leading team and for making STIHL the Number 1 Selling Brand in Canada.

* #1 Selling Brand in Canada is based on an independent market share analysis of imported gasoline powered handheld outdoor power equipment for the year 2013.

QUALITY AT WORK.

www.stihl.ca

*

JOIN THE CLUB that everyone is talking about!

www.STIHLCLUB.caSTIHLCanada

Dependable performance meets variable speed control. The STIHL FS 94 R 2-stroke brushcutter delivers one of the best power-to-weight ratios in its class, weighing just over 10 pounds - great for manoeuvering around hills, landscaping stones and other terrain. Its innovative control handle features an ECOSPEED throttle set wheel, allowing you to set the most effective throttle speed for a specific application, such as low throttle around delicate plants. Combined with a high-powered, low exhaust emission engine and anti-vibration system, this brushcutter is a great everyday landscaping tool for professionals.

STIHL’S LIGHTEST 2-STROKE BRUSHCUTTER FOR THE PROS•Mid-rangebrushcutterfordemanding professional landscapers

•Poweredbyalowemission2-stroke engine with excellent power-to- weight ratio

•Equippedwithavariablespeedcontrol ECOSPEED throttle, which allows precise control of cutting speed

•Featuresasimplifiedstarting procedure - semi-automatic choke lever; hit the throttle and the lever returns to normal operating position

•Fleeceairfilteroffersextendedlife and long replacement intervals

•Lightweightandcompactdesign for comfortable operation over long periods

•ForusewithNylonlineheadsand metal grass blades, STIHL PolyCut™ 20-3 and DuroCut 20-2

STIHL FS 94 R Brushcutter

Displacement 24.1 ccPower Output 0.9 kW

Weight 4.6 kg / 10.1 lbSTIHL FS 94 R BrushcutterSTIHL FS 94 R Brushcutter

05721_FS94R_Ad_EN_FINAL.indd 1 14-01-16 3:43 PM

March 4-5: Michigan Green Industry Association Trade Show and Conference: Novi, Michigan www.landscape.org/trade_show.cfm

March 6: IPM Grower Workshop, Part Two: Vineland Station, ON

March 5-7: Women’s Arborculture Conference: Harrison Hot Springs, BC www.womenarborists.ca

March 12: Landscape Alberta Spring Workshop: Calgary, AB www.landscape-alberta.com/events/green-pro

March 14-23: Canada Blooms: Direct Energy Centre, Toronto, ON www.canadablooms.com

March 20: Landscape New Brunswick Awards of Landscape Excellence

April 5-10: California Spring Trials: www.springtrials.com

June 3-4: Store2014: Toronto, ON www.storeconference.ca

June 13: Canada’s Garden Day

NORTH AMERICA

Industry events

INTERNATIONAL April 1: International Green City Conference: London, UK www.greencity-events.org

May 30: European Urban Green Congress: Hamburg, Germany www.elca.info

June 10-12: GreenTech Amsterdam: Amsterdam, NL www.hortitech-amsterdam.com

July 14-18: Big in Japan - Japanese Gardens in Practice: Japan www.elca.info

www.cnla-acpp.ca/events

CNLA Winter Newsbrief

Documents

Transcript of CNLA Winter Newsbrief