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Speaker: Dr. Charlie Hall, Ellison Chair in International Floriculture at Texas A&M University

Session Title: Approaching Grower-Level Pricing with a Strategy in Mind

Sunday, July 11  1:15 PM - 2:15 PM

Description:  In this session, we will cover the issue of pricing from the supply side. This will include a discussion of what constitutes a price floor, how often your prices should be increasing, and how important pricing is in determining your optimal product mix. We will also discuss how to shape customer purchasing behavior with various pricing tools. If you are unsure about how to go about setting your prices, or if you're a veteran who just needs to tweak the process, you will not want to miss this session! 

Level: All Audiences           Type: Business Operations

Session Title: Keynote: AmericanHort State of the Industry Presentation

Monday, July 12  8:00 AM - 9:00 AM

Hear from the industry’s most experienced leadership team on where our industry stands today and what the future holds. Our experts will provide insights on how to plan and navigate the environment of strong spring sales, record government stimulus, and the business and regulatory challenges and opportunities that lie ahead. 

Level: All Audiences           Type: Business Operations

Session Speakers:

Ken Fisher, President & Chief Executive Officer at AmericanHort
Charlie Hall, Ellison Chair in International Floriculture at Texas A&M University
Craig Regelbrugge, Senior Vice President of Public Policy and Government Relations at AmericanHort

Charlie Hall

Ellison Chair in International Floriculture at Texas A&M University
A native of North Carolina, Dr. Charlie Hall received a B.S. in Agricultural Economics from the University of Tennessee in 1984, a Master's Degree in Ornamental Horticulture and Landscape Design from the University of Tennessee in 1986, and his Ph.D. from Mississippi State University. He began his academic career at Texas A&M University in 1988, where he spent 13 years on the faculty before joining the faculty at the University of Tennessee in 2002. In August 2007, Dr. Hall returned to Texas A&M University as Professor and Ellison Chair in International Floriculture.
Dr. Hall's expertise is in the production and marketing of Green Industry crops is nationally recognized in academia and among the horticultural clientele he serves.  His major research, teaching, & extension areas of specialization include strategic management, market situation/outlook, cost accounting, and financial analysis for Green Industry firms. 
Dr. Hall currently serves as Chief Economist for AmericanHort and as Co-Chair of the Advisory Council for Seed Your Future. He also served on the board of directors for America in Bloom, and currently serves as a Special Adviosr to the board. He is an Honorary Lifetime Member of the Texas Nursery and Landscape Association, and has received TNLA’s Award for Outstanding Service to the Nursery Industry.  He is also a member of the Hall of Fame and Honorary Lifetime Member of the Tennessee Nursery and Landscape Association. 

Professor & Ellison Chair
Department of Horticultural Sciences
Texas A&M University
2133 TAMU | College Station, TX 77843-2133
PH: 979-458-3277 | FAX: 979-845-0627


Texas A&M Horticultural Sciences .... The World is Our Campus!  

The College of Agriculture and Life Sciences is the largest of its kind in the U.S. with 400 faculty members, including winners of prestigious awards like the Nobel, Wolf and World Food Prizes. It provides students with hands-on involvement in developing solutions to today's issues like bioenergy, environmental sustainability, international food security, and youth development.

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