02/20/2011 | |||
3:00 pm - 8:00 pm | Registration open | ||
6:00 pm - 6:45 pm | Welcome Cocktail Reception | ||
6:45 pm - 7:00 pm | Welcome and Introductions | ||
7:00 pm - 7:20 pm | Summit Kickoff Dean Chaloupka/Visions Group LLC | ||
7:20 pm - 9:00 pm | Dinner | ||
02/21/2011 | |||
7:00 am - 8:00 am | Breakfast | ||
8:00 am - 8:15 am | Introductions | ||
8:15 am - 9:30 am | Session #1
Challenges for Business Leaders in the Nursery Industry
Speaker: Kelly Herndon | ||
9:30 am - 9:45 am | Break (with refreshments) | ||
9:45 am - 11:00 am | Session #2
Creating New Products and Consumer Awareness
Speaker: Marta Maria Garcia, Costa Farms | ||
11:00 am - 12:15 pm | Session #3
The Impact of the 2010 Mid-term Election on Horticulture
Speaker: Craig Regelbrugge, Vice President, Government Relations and Research, American Nursery & Landscape Association
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12:15 pm - 1:15 pm | Lunch | ||
1:15 pm - 2:30 pm | Session #4
New Research on Consumer Preferences for Plants and Product Forms
Speaker: Dr. Dave Clark, Professor in Environmental Horticulture, Univeristy of Florida
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2:30 pm - 2:45 pm | Break | ||
2:45 pm - 4:00 pm | Session #5
Transforming Commodities and the Consumer's Perception -- Lessons From the Produce Industry
Speaker: Bruce Axtman, President & CEO, Perishables Group
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4:00 pm - 5:00 pm | Session #6 Social Media and Beyond
Panel Discussion moderated by Dave Edenfield and Dean Chaloupka, Visions Group LLC
Industry leaders have moved beyond the "Getting Started" stage. Learn the impact social media is having when implemented as part of a marketing strategy. Discover how social media you don't control is also impacting your company. | ||
5:15 pm - 6:30 pm | Reception Light Snacks | ||
6:30 pm - 10:00 pm | Dinner Open for Sponsors & Attendees | ||
02/22/2011 | |||
7:00 am - 8:00 am | Breakfast | ||
8:00 am - 10:00 am | Session #7
On-Site Consumer Focus Group and Discussion on "Value-Added" Attributes and Services Speaker: Kip Creel, Standpoint Marketing
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10:00 am - 10:15 am | Break (with refreshments) | ||
10:15 am - 11:45 am | Session #8
Economic Update: Grower Benchmarking and Review
Speakers: Dr. Charlie Hall, Ellison Chair, Texas A & M University, Dean Chaloupka, Visions Group
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11:45 am - 12:00 pm | Prepare to Depart | ||
12:00 pm - 1:30 pm | Travel to Costa Facilities
Box Lunch
Get an insider's look at Costa Farms, the largest producer and supplier of plant material in the United States. Costa is nationally recognized not only for the volume of product they grow, but for their forward-tinking approach to the marketing, packaging, and branding of their products.
This forward thinking also extends into their rapid adoption of social media, which they use to connnect with both new and existing consumers. We will see how they grow, package and ship value-added foliage, tropicals, orchids and annuals. | ||
1:30 pm - 3:30 pm | Tour Costa Foliage and Orchids | ||
3:30 pm - 4:00 pm | Travel to Costa Color | ||
4:00 pm - 8:00 pm | Tour Costa Color
Owner to Owner Discussion with Jose Smith and Maria Costa Smith of Costa Farms.
Dinner on site will be a Cuban delight in the Costa Color Annual Trial Garden, which will be in peak bloom. | ||
8:00 pm - 9:00 pm | Travel Back to Hotel |