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Speaker: Dr. Alicia Rihn, Asst Professor (AG & Resource Economics)

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    My Educational Programs / Sessions @ Cultivate

    Drive Sales of Native Plants through Understanding Consumer Perceptions
    Monday, July 17 • 2:00 PM - 2:50 PM

    Many retailers have a section merchandising native plants because they are becoming increasingly popular and provide a wide variety of benefits when used in landscapes and gardens. Recent HRI-funded research revealed consumer perceptions about native plants. Many perceptions are regional, and consumers’ preferences vary depending on where in the U.S. they live. This session will share how to incorporate the results into more effective marketing of native plants.


    Dr. Alicia Rihn:
    ... Assistant Professor, Agricultural & Resource Economics at University of Tennessee  

    Dr. Alicia Rihn is an Assistant Professor of Specialty Crops Marketing in the Department of Agricultural and Resource Economics at the University of Tennessee. She joined the University of Tennessee in July 2020 after serving as a research associate and post-doc at the University of Florida’s Mid-Florida Research and Education Center in Apopka, FL. Alicia earned her degrees from the University of Minnesota (Ph.D. Horticulture Marketing; M.S. Horticulture Marketing) and the University of Wisconsin – River Falls (B.S. Professional Horticulture). At Tennessee, Alicia’s position is split between research and extension with a focus on consumer behavior and valuation, niche marketing, value-added opportunities, and market feasibility of various specialty crops with an emphasis on horticultural crops. Her previous work has addressed generational differences for cut flower preferences, pollinator friendly labeling, state promotional programs, sustainable landscaping, and green industry marketing trends. Moving forward, her research and extension endeavors will focus on addressing questions related to the interface between consumers and specialty crop growers to improve communication, expand markets, and increase product value and profits.

    University of Tennessee - Knoxville ... DEPARTMENT OF PLANT SCIENCES  
    The UT Institute of Agiculture‘s areas of excellence— teaching, research, and Extension— continue UT’s legacy as a land-grant institution. In the Department of Plant Sciences, the work of Herbert College of Agriculture students, AgResearch scientists, Extension professionals, industry members, and the public combine to create a unique and collaborative experience for all.

    Plant Sciences participates in world class faculty, staff, and student AgResearch. From creating crops with higher nutritional value to growing safer turfgrass athletic fields, we ensures every study has Real. Life. Solutions.

    Address:     2431 Joe Johnson Dr. Knoxville, TN 37996
    Email:        Contact:   Amy Fulcher
    Phone:    (865) 974-7324   FAX:  (865) 974-1947