Speaker: Dr. Melinda Knuth, Assistant Professor in Horticultural Science

My Educational Programs / Sessions @ Cultivate

Expanding Marketing to Appeal to All Horticulture Consumers
Monday, July 17 • 2:00 PM - 3:00 PM
The National Gardening Survey has reported for the third year in a row that the greatest number of people of color are participating in gardening and landscape activities than ever before. Additionally, consumers are more likely to purchase from retail locations that have greater representation of their racial or ethnic group within the employee base and within marketing images and messages. How can you apply this information in your retail garden center? Dr. Knuth will discuss opportunities to expand your offering to appeal to a diverse clientele.

Expanding Racial Equity in Horticulture - A Panel Discussion
Monday, July 17 • 3:30 PM - 4:30 PM
The National Gardening Survey has reported for the third year in a row that the greatest number of people of color are participating in gardening and landscape activities than ever before. Additionally, consumers are more likely to purchase from retail locations that have greater representation of their racial or ethnic group within the employee base and within marketing images and messages. With consumers preferring and requesting greater representation, how can we foster greater racial equity within horticulture firms for employees? Within this panel, we'll discuss opportunities for the horticulture industry to create and foster employee equity and sense of belonging.

The Driving Forces of Floriculture Sustainability Roundtable Discussion
Tuesday, July 18 • 8:00 AM - 9:00 AM
Sustainability is a hot topic as of late. What are the factors affecting whether sustainable practices are implemented or suppressed? Join this interactive program to identify common themes and perceptions of sustainability in your sector of the green industry. This session seeks to serve as an opportunity to provide feedback on what you see makes an impact (or not) when it comes to sustainability in your business and voice questions you'd like answers to. Additionally, you’ll learn the goals and outputs of American Floral Endowment’s Sustainability Program.

About Our Speaker:

Dr. Melinda Knuth, Assistant Professor in Hort Science at North Carolina State Univ.
Dr. Knuth’s research area focuses on consumer and market research experience by focusing on the interface between people and plants, helping the horticulture industry understand consumer preferences, perceptions, and motivations. Historically, Dr. Knuth has evaluated trade flows of horticulture products in the United States, assessed the supply chain in the cut flower industry, investigated profit margins in substituting species in floral arrangements, and estimated consumer acceptance of retail messaging.

She currently is an Assistant Professor in Horticultural Science at North Carolina State University. Dr. Knuth teaches Greenhouse Management, Floriculture Production, Floral Design, and Horticulture Marketing. Dr. Knuth received her PhD from Texas A&M University in Horticultural Science with a certificate in Applied Statistics. From there, she was a postdoctoral research associate at University of Florida in the Food & Resource Economics Department. Dr. Knuth received GPN Magazine’s 40 under 40 award in 2021, is a member of AFE’s Young Professionals Council, and a 2017 AmericanHort Scholar.

Horticultural Science Department
Since 1901, the faculty, staff and students of the Department of Horticultural Science have been providing innovative teaching, research and outreach to the citizens of North Carolina, the nation, and the world. Our research and extension programs are recognized worldwide for their contributions to applied horticultural production and to discovery science. We generate and extend knowledge about fruits, vegetables, ornamental plants, and landscape design for the purpose of increasing food security and food safety, sustaining the environment, enhancing economic vitality, and improving the quality of life for individuals and their communities.

Address: PO Box 7609 Raleigh, NC 27695
Email: Contact: Bryce Lane
Phone: 919-515-3131 FAX: 919-515-2505