Oregon Association of Nurseries unites consumers, green industry

Oregon Association of Nurseries (OAN) understands that, ultimately, it’s all about consumers. The success of the green industry depends on a community that appreciates what growers produce and garden centers sell.

That’s why the association has initiated several programs to reach the gardening public. One of the most successful projects has been Le Tour des Plants, a weeklong event that’s been staged each fall since 2006. This year promises to be bigger and better than ever. Ann Murphy, OAN director of marketing, said 40 garden centers and specialty nurseries will take part in the event this year.

Tour participants receive a passport listing garden centers throughout the Portland-Salem area. Representatives at each site validate the passport. Participants who visit three or more garden centers can submit their passport to OAN for a chance to win prizes.

“We want to introduce them to new places,” Murphy said. “Where we hope to do things differently this year is to reach out to new homeowners or newer gardeners. It’s easy to connect with avid gardeners. We want to reach out to younger people who don’t have a lot of experience in the garden.”

The tour provides a significant boost for fall sales, Murphy said. Retailers reported an average increase of 20 percent. Growers get the chance to up the perceived value of plants by providing behind-the-scenes tours.

“People balk at paying $10 for a 1-gallon hosta without realizing what goes into growing this fairly simple plant,” Murphy said. “Hopefully [the tour] provides education and increases the value of what they’re buying.”

Additional outreach

OAN’s consumer outreach efforts continue throughout the year. Each spring, the association issues a map of member garden centers and nurseries. More than 40,000 are distributed every year at consumer garden shows -- including the Yard, Garden & Patio Show produced by OAN.

The association has also developed an Oregon Grown logo that members can use on plant labels and other marketing materials. This designation has significance locally and nationally, since the region has developed a strong reputation for quality nursery stock.

OAN uses several methods to keep members up to date on industry developments. The association’s magazine, Digger, covers major issues of interest to growers and retailers. Farwest, the OAN-produced trade show, has a robust lineup of education sessions each year and a display garden showcasing new varieties worth noting.

It’s very important to keep retailers connected with growers, Murphy said. The association’s comprehensive buyer’s guide helps with this. Garden center operators can go online to www.nurseryguide.com to find nurseries offering exactly what they’re looking for. A sophisticated search function allows users to find specific varieties and specify what type of product they’re looking for (bare root, container, etc.).

Commitment to sustainability

As OAN celebrates its 75th year, its attention has turned toward creating a sustainable future.

“We’re working to educate our members -- retailers and growers -- about sustainability and good stewardship,” Murphy said. “Everything from pot recycling … to keeping water sources clean and healthy.”

OAN is trying to inform the public that area nurseries recycle almost all their plastics. And growers are committed to minimizing runoff that can pollute water sources.

“Any nursery more than 5 acres [in size] must have a retention pond where they clean water and reuse it,” Murphy said. “It’s a pretty progressive policy. Some are using bioswales and natural processes to clean water.”

Spreading word about invasive plants is also part of OAN’s sustainability agenda. The association has partnered with environmental and municipal organizations to develop a guide listing non-invasive alternatives. Retailers can distribute the booklet in stores or refer customers to the online version.

Transportation issues are another concern. Trucks crisscrossing the country delivering Oregon-grown goods have a big impact on the environment. The association offers education sessions covering ways to load trucks efficiently. OAN also produces a transportation manual packed with tips.

“We recognize we’re a long distance away from the biggest population centers,” Murphy said. “We’re trying to be as smart as we can to make certain customers are getting the most value on a truck.”

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For more: Oregon Association of Nurseries, (800) 342-6401; www.oan.org.

August 2008