The ornamental plants industry is comprised of several sub-sectors distinguished by markets
and production systems: interior and flowering products grown in climate-controlled or shaded
greenhouses, container and field-grown woody ornamentals, sod, and miscellaneous others. The
container and field-grown woody ornamental nursery industry produces trees, shrubs, and
groundcover plants for use in landscape plantings. A major outlet use is for new buildings, so the
industry is closely tied to local and regional population growth and building activity.

 Although the overall ornamental plant
industry in Florida has steadily grown during the Dollars CMi l ions)
1980's, the rate of growth has not kept pace with 18oo
other leading sates (Figure 2; ERS, 1989). 15oo0
Moreover, much of the growth in the Florida 1
ornamental plant industry was due to floricultural 1 -o
products (foliage and flowers), while production of -_ -alifoni
other ornamental products (woody ornamentals, sod, "0o FI
etc.) has remained stable since the mid-1980's, with 0 -- Texas
total sales around $420 million annually (Figure 3; 0oo
ERS, 1989). 400
 200 -
 The woody ornamental plant industry in
recent years has shown signs of problems common s1 1985 19 1987 19as
to other parts of U.S. agriculture, including over- Year
production, depressed prices, and a growing rate of
business of failure (Strain and Hodges, 1989; Haydu, Figure 2--Nursery/greenhouse industry value
1989). In this environment, sound economic data at producer level during mid-1980's for 3
are needed to guide research and establish policy leading states.
that will help the industry to adapt to changing
conditions. The woody ornamentals industry has
been largely neglected by economists and government statistical reporting services in comparison to
other ornamental plants sectors and to agriculture generally. Mathis and Degner's (1981) study stands
as the most recent information available for the Florida woody ornamental industry. The extreme
diversity of products, markets, and production systems is probably responsible for this lack of
attention because of the difficulties posed for rigorous economic analysis. Also, the industry's
diversity poses difficulties in competing for public funding for research and education, compared
to traditional food crops.


 The present survey research was undertaken
as part of a National Nursery Survey by the
Southern Regional Association of Agricultural
Economists (S-103 Committee).


 Methods

 The questionnaire used for this survey
contained 32 numbered questions covering subjects
in the following order: business age, business
organization, inter-state organization, use of
computers, employment, product types, root media
holding types, sales methods, trade show
participation, repeat customer sales, factors limiting
firm expansion, purchases of starter plant material,
monthly sales, exports, inter-state trade, sales outlet
types (wholesale, retail, landscape), pricing methods,
discounting practices, product transport, advertising
methods, professional sales personnel, and annual
sales range. The questionnaire was anonymous,
although several responding firms did reveal their
identity.


 Dollars (Mill ions)
 1Soo -------------------------------------------------..........................

 son ....... ............ .. .. ......... ................ ..
 88e
 400 .....................................................

 200 I....... .. -. -.. --- --- --- .......- .................................... ....

 1980 1991 1982 1983 1984 1985 1986 1987 1988
 Year
 Floricultlue -tCOnarental other -- Total


Figure 3--Growth of Florida ornamentals
industry value during 1980's. Floriculture
represents greenhouse-grown crops. Other
ornamentals represents woody landscape plants,
sod, etc.