A Survey of the Ornamental Horticulture Industry in Iowa

Abstract

The ornamental horticulture industry in the United States (the green industry) is a multibillion dollar industry that contributes to the economy of every state. Greenhouse and nursery products rank in the top 10 commodities produced in 42 states. In 2004, a 38-question survey was developed and mailed to 1281 members of Iowa's green industry, including wholesale and retail greenhouses, nurseries and florists, garden centers, landscape designers and contractors, and arborists, to gather information on the scope, scale, and business climate of the green industry in Iowa. All business types were represented in the 117 usable surveys that were returned. Although size and type of businesses varied, a majority of respondents had only one location, were family-owned, and had been in business less than 6 years. Respondents reported few factors that could limit their business success, and most felt they were much stronger than their competitors in the areas of customer perception of product quality and service and ability to meet customer needs. The estimated value of sales and services directly related to Iowa's green industry in 2004 was $311.5 million, and a majority of respondents expected their business to grow in the areas of employment, annual gross payroll and sales, and total annual expenses by 2010.