1. Introduction to Greenhouses 2141 Lora Sommers

2. I. History of Greenhouses A. Began in Holland in the 1600’s B. Why? Because the Netherlands were the center of merchant shipping. C. Royal courts in Europe found fruit and flowers out of season exciting and affordable. D. Netherlands still leaders in greenhouse production.

3. II. Greenhouse industry in America A. First was James Beckman’s in New York City in 1764. B. Transportation limited so greenhouses were located in major Eastern urban areas - close to the markets. C. Eastern cities (Boston, New York, Philadelphia) and Chicago produced cut flowers. Pot plant production moved across America to major urban areas.

4. D. In the 1950’s transportation by air freight caused changes in growing areas. Florida, Texas, and California can grow products without heat, in temporary structures and with lower labor costs. Adding in the air freight cost their prices are still lower than those in established urban production areas. E. Northern growers survived by crop selection and quality.

5. F. California becomes a major cut flower production area. Why?? 1. Low air freight on eastward flights 2. Large market close by 3. Cultural conditions

6. III. Imports of cut flowers A. Large market share because of good quality and lower prices. B. 1988 figures for cut flowers shows that on imports Columbia supplies 61.9% and the Netherlands 22.4%

7. IV. Production-area determinants A. Three factors 1. Production cost 2. Quality 3. Transportation cost B. If all are ideal, then the area is safe for competition. C. If conditions are less than ideal, then one must offset another by strengthening its area.

8. Competition Quality Transportation cost Production cost Ideally all 3 sides are equal, but if one is shorter then one must be longer to make up the difference and make it safe for competition.

9. V. Movement in carnation (cut flowers) growing areas. A. Where? (1950s to late 1980s) New England & New York to Denver, Colorado to San Francisco Bay, California to Bogota, Columbia

10. B. Why? 1. Cheaper labor 2. Temperatures 3. Low cost air freight 4. Other production costs 5. Light intensity (and cost of artificial lighting)

11. VI. Areas of American Production A. Fresh (cut) flowers –cut from the plant prior to sales –Examples: carnations, roses, mums B. Flowering plants –have flowers and sold in pots –Examples: poinsettias, mums, Easter lilies, spring bulbs

12. C. Green plants (foliage plants) –plants sold for foliage –Examples: weeping figs, Boston ferns, spider plants D. Bedding plants –young plants and vegetables sold for landscaping –Examples: tomatoes, marigolds, impatients, petunias, green peppers, geraniums

13. E. Vegetables –plants raised to maturity for consumption –Examples: tomatoes, rhubarb, lettuce

14. VII. Michigan’s role in greenhouse production A. Total bedding/garden plants Michigan ranks #3 B. Total wholesale value of report crops Michigan is #6. Sales total 127,810,000. C. Total cut flowers Michigan is #6 D. Total potted flowering plants Michigan is #7 **Data from 1992 Floriculture crops summary by the US Dept of Agriculture

15. VIII. Floral Markets A. Conventional florist –fresh (cut) flowers for weddings & funerals –roses for Valentine’s Day –flowers & plants for Christmas and Easter –25% of population regularly buys (Europe is much higher)

16. B. Mass marketing –aimed at other 75% of population –located at streets corners, malls, grocery stores, discount stores –cater to impulse buying and create a larger market –lower overhead costs than florist C. Interior plantscaping –the business that rents and maintains plant material in commercial buildings

17. IX. The future of greenhouse production in America A. Great potential for growth B. Areas of expansion and improvements –advertising –production efficiency –post-production crop handling –water quality and availability –prevention of groundwater contamination –pesticide regulations –pest control problems –technology