Conclusions


 These survey data establish baseline
information that will be useful for guiding research
and policy planning to help the woody ornamentals
industry in the coming years.

 Among the most serious challenges facing
the industry are the loss of markets in other states,
presumably due to competition from producers in
those areas. Markets in other areas are needed to
offset depressed sales in Florida during summer
months when landscaping activities slow down. The
increased share of export sales during the 1980's
demonstrated that market development is possible.

 The apparent under-appreciation of
production costs in pricing and the role of market
demand in industry growth are other significant
problems. Below cost product sales and excessive
industry expansion are damaging to all producers
over the long run.


 Competition
Own Management%
 %wn Maemenrket demand
 25%
 Land
 17%
 SOther
 6%
 Hired Management
 Labor 5%

 Capita I
 21%



Figure 7--First-ranked factors limiting
business expansion, 104 woody ornamental
nurseries in Florida, 1988.