WILSONVILLE, Oregon – The Oregon Association of Nurseries (OAN) has hired Pivot Group, LLC to conduct research into how sustainably-grown nursery products from Oregon can best be marketed and positioned.
This new research is being undertaken in conjunction with the OAN's Sustainability Initiative. "The project is going to address two key elements of interest," said Whitney Rideout, Business Development Manager for the OAN. "On the consumer side, it will identify market opportunities for sustainably grown plant material. On the grower side, it will identify current rates of adoption of key sustainable production practices among industry members."
The consumer research will begin this month and will include a buyer's preference test at Dennis' 7 Dees Landscaping & Garden Centers, along with phone and online surveys, and personal interviews. The grower-focused research will begin in November and carry over into 2011.
"Our members have implemented many sustainable practices," OAN Executive Director John Aguirre said. "This study will help showcase their efforts and enhance marketplace recognition for sustainably produced nursery and greenhouse plants produced in Oregon."
The work being done by Pivot is part of the OAN Sustainability Initiative. Goals of the initiative include promoting the adoption of sustainable practices for nursery and greenhouse growers and helping to make resources available to assist growers in achieving their sustainability goals.
"We're looking forward to this challenging research," said Mark Fordice, Principal for Pivot Group, LLC. "Oregon nurseries provide the nation with products that are excellent for many reasons, including their respect for Oregon's resources. We look forward to working with OAN, and its members, to find out where sustainability fits in as another reason to buy from Oregon."
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The Oregon Association of Nurseries, based in Wilsonville, represents more than 1,200 wholesale growers, retailers, landscapers and suppliers. Oregon's ornamental horticulture industry is among the state's largest agricultural commodities, with annual sales of $820 million. More than 75 percent of the nursery plants grown in Oregon are shipped out of state. For information visit www.oan.org or call (503) 682-5089.
Pivot Group is an Oregon-based research and marketing agency focused on technology, telecom, nurseries and non-profits. Services include surveys, marketing support, branding, advertising/graphic design, and web development. The agency provides pro bono work for select organizations focused on helping vulnerable children (orphan care, trafficking, and related). For more information, visit www.askpivot.com.
Source: Oregon Association of Nurseries