MONTEZUMA — From monitoring ph balance and interior temperatures to determining which ornamentals will sell best, greenhouse producers must be masters of horticulture and business to survive in a competitive market.
“If you think you’re walking away with cash in your pocket at the end of the season means you’re successful, then let me tell you that you’re not,” said extension agent Joyce Latimer to more than 60 participants in a recent greenhouse production management workshop.
There were knowing nods among the crowd, which included novices and experienced owners like Lisa Showalter, who runs Riverside Plants Greenhouse with her husband, James. The workshop was held in their facility, which was started by James’ parents, Dennis and Mildred Showalter, 33 years ago.
Despite her family’s wealth of experience, Lisa said taking the time to learn from experts is always valuable.
“There was so much information, I haven’t quite processed it all,” she said, paging through her notes from the six hours of presentations and demonstrations.
The workshop was led by greenhouse crops extension specialist Joyce Latimer and research specialist John Freeborn, who manages the floriculture greenhouses at Virginia Tech. Morning sessions focused on controlling the greenhouse environment and troubleshooting for stresses caused by improper ventilation, temperatures or use of herbicides, among others. The afternoon sessions provided information on utilizing space to maximize financial returns and marketing.
The primary issue for greenhouse operators is the economy, Latimer said. “Rising costs, especially fuel and plastics, have continued to be an issue for the last four or five years.”
And weather, of course, always poses a challenge. “We’ve been fortunate so far this year with a mild winter,” she said.
“Hopefully that will carry over into the bedding plant production season.”
This year’s workshop attracted participants from as far away as Rockbridge Baths, Suffolk, Winchester, Blacksburg, and Goochland and Buckingham counties.
“We also had a large range of experience levels…as well as a wide mix of plants grown—ornamentals, vegetables, strawberries and herbs,” said Rockingham County horticulture extension agent Amber Valloton, who organized the workshop.
Attendees ranged from retailers to wholesalers and direct market sales.
The workshop is usually held every two years, but with increasing numbers of greenhouses and high participation rates, Valloton may make it an annual offering.
In 2007, 527 operations were recorded across the state, according to statistics compiled by the USDA.
That same year, there were 38 horticulture operations in Rockingham County, totaling $1,185,680 in sales.
