- -  AGRICULTURAL CORE CURRICULUM - -


(CLF6000) Advanced Core Cluster: ORNAMENTAL HORTICULTURE

 (CLF6750)  Unit Title: THE ORNAMENTAL HORTICULTURE INDUSTRY

____________________________________________________________________________
 (CLF6752)  Topic: HORTICULTURE TRADE       Time     Taught in Year(s) 
                     ASSOCIATIONS             1 hour         3/4     
____________________________________________________________________________

        Topic Objectives: Upon completion of this lesson the student will 
        be able to:

        Learning Outcome #:

          (N-2) - Explain the importance of and identify three trade 
                    associations.

        Special Materials and Equipment: None

        References: Ingels, Jack. (1985). ORNAMENTAL HORTICULTURE:
                      PRINCIPLES AND PRACTICES. Albany, NY: Delmar 
                      Publishers. (pp. 507-510) 
                    Trade association magazines as listed below.

        Evaluation: Quiz by instructor

TOPIC PRESENTATION: HORTICULTURAL TRADE ASSOCIATIONS

A. Trade associations play an important role in the horticulture industry 
   and serve several functions for their members, including the following:

   1. They serve as a natural networking opportunity for members to share 
       the information and experiences of peers.

   2. Members are able to attend conventions, trade shows, local meetings, 
       and seminars to keep themselves up-to-date on recent technical and
       educational information in horticulture.

   3. Trade associations often offer their members discounts on various 
       forms of business and personal insurance, discount buying services,
       travel clubs, etc.

   4. Trade associations have political and economic clout due to their 
       large memberships, and can influence political matters affecting 
       their industry.

   5. Most trade associations print some type of publication (such as a 
       magazine or newsletter) providing their members with association news 
       and developing industry-related information as well as a forum for 
       new ideas, thoughts, and innovations.

   6. The majority of trade associations support horticulture education
       by providing scholarships; often they also make supplies and 
       materials available to educational institutions.

   7. Many associations have educational materials such as videos, slide 
       shows, movies, pamphlets, and other items available for loan to their 
       members.

   8. Associations assist their members with publicity for the industry.

   9. Opportunities for leadership development and personal growth are 
       available to members who serve on committees, as association
       officers, and as spokespersons for their association and their
       industry as a whole.

   10. Many associations make grant monies available to individuals and 
       educational institutions for research and development of new products 
       and technology.

   11. The majority of the main associations are organized into smaller 
       groups so their members can meet and know their "neighbors" in the
       industry, as well as members across the state or nation. The local
       groups can concentrate on issues facing their particular area, and
       become friends with people of similar interests.

   12. Trade associations often sponsor training and testing programs for
       members' employees. 

B. There are a great number of horticulture trade associations, and each of 
   them serves its members in different ways. A number of them are listed 
   on the following page, along with some of the publications they offer 
   members and the public. 

                          HORTICULTURE PROFESSIONAL AND
                             TRADE ASSOCIATIONS AND
                               THEIR PUBLICATIONS 



     HORTICULTURE

AMERICAN HORTICULTURAL SOCIETY
P. O. BOX 0105
MT. VERNON, VA 22121
   and
7931 E. BOULEVARD DRIVE
ALEXANDRIA, VA 22308

HORTICULTURAL RESEARCH INSTITUTE, INC.
2000 L STREET N.W., SUITE 200
WASHINGTON, D.C. 20036

     LANDSCAPE INDUSTRY

AMERICAN INSTITUTE OF LANDSCAPE ARCHITECTS
602 E. SAN JUAN AVE.
PHOENIX, ARIZONA 85012

ASSOCIATED LANDSCAPE CONTRACTORS OF AMERICA
405 N. WASHINGTON STREET
FALLS CHURCH, VIRGINIA 22046

CALIFORNIA LANDSCAPE CONTRACTORS ASSN.
2226 K STREET
SACRAMENTO, CA 95816
(916)448-2522
 "CALIFORNIA LANDSCAPE MAGAZINE"

     NURSERY INDUSTRY

AMERICAN ASSOCIATION OF NURSERYMEN
230 SOUTHERN BUILDING
WASHINGTON, D.C. 20005
 "AMERICAN NURSERYMAN" MAGAZINE

CALIFORNIA ASSOCIATION OF NURSERYMEN
1419 21ST STREET
SACRAMENTO, CA 95814
(916)448-2881
(800)752-6822
 "CALIFORNIA ASSOCIATION OF NURSERYMEN BULLETIN"

WHOLESALE NURSERY GROWERS OF AMERICA, INC.
2000 L STREET N.W., SUITE 200
WASHINGTON, D.C. 20036


     FLORAL INDUSTRY

AMERICAN FLORAL SERVICE, INC.
P. O. BOX 12309
OKLAHOMA CITY, OK 73157-2309
 "THE PROFESSIONAL FLORAL DESIGNER" MAGAZINE

FLORAFAX INTERNATIONAL, INC.
4175 S. MEMORIAL DRIVE
TULSA, OKLAHOMA 74145

FLORISTS' TRANSWORLD DELIVERY ASSN.
29200 NORTHWESTERN HIGHWAY
SOUTHFIELD, MI 48037
 "FLORIST" MAGAZINE

SOCIETY OF AMERICAN FLORISTS
901 N. WASHINGTON STREET
ALEXANDRIA, VA 22314

TELEFLORA
12233 W. OLYMPIC BLVD., SUITE 140
LOS ANGELES, CA 90064
 "FLOWERS &" MAGAZINE


         __________________________________________________________
         ACTIVITY: 
                     
         1. Invite an active member of a horticultural trade
             association to speak to your horticulture students.

         2. Attend a trade show or a local association meeting
             with your students so they can see firsthand how
             it operates.

         3. Have the students write to various trade associations
             for their literature, enabling them to see what each
             association offers its members.
         __________________________________________________________



1/16/91 CH/clh

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