UAC Magazine - Fall 2021 by Georgia Urban Ag Council

URBAN AG COUNCIL MAGAZINE GEORGIA

Keeping Georgia’s green industry informed

56 FALL 2021

Advocate. Educate. Promote. FALL 2021 |

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2 | UAC MAGAZINE

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FALL 2021 |

UAC Magazine Official publication of the Georgia Urban Agriculture Council

Board of Directors Pam Dooley Plants Creative Landscapes Jennifer Jorge King Green Matt Lowe Swift Straw Josh Morrow Athletic Fields, Inc. Ken Morrow The Turfgrass Group Bob Scott Irrigation Consultant Services Steve Ware Centennial Olympic Park/GWCC Ray Wiedman Outdoor Expressions Ron White TurfPride

URBAN AG COUNCIL MAGAZINE GEORGIA

FALL 2021

UAC NEWS

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Executive Director message A compassionate coach UAC member wins L&L award What did you miss? Live at Last: A Zoom-Free Event GALA Everything you need to get started is online now Super-Sod purchases Mid Tenn Turf

REGULAR FEATURES

Ellen Bauske UGA Extension Public Service Assistant Bodie Pennisi UGA Extension Horticulturist Clint Waltz UGA Extension Turf Agronomist

6 8 9 18 21 22 28 58

Have you met... Jennifer Jorge, King Green Have you met... Steve Ware, Centennial Olympic Park/GWCCA Have you met... Pam Dooley, Plants Creative Landscapes Pest 411 Wax scale insects Save the date What the tech? Putting technology to work Safety cultures pay off for everyone Value of safety/health programs Directory of advertisers

Staff

BUSINESS

A member of:

30 34 36 38 40

Ex Officio

Mary Kay Woodworth Executive Director Kathy Johnson Marketing Director & Editor

American Hort Atlanta Botanical Garden Georgia Arborist Association Georgia Association of Water Professionals Georgia Tree Council Georgia Water Alliance National Association of Landscape Professionals National Initiative for Consumer Horticulture Nursery & Landscape Association Executives RISE (Responsible Industry for a Sound Environment) Tolar Capitol Partners

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Professional services agreements Confirming achievable expectations Managing teams through change 5 steps for successful leadership Marketing 101 Series, Part 2 Fine-tune your target market Is your marketing working? Part 2 Measure your marketing success Athletic field construction The easiest way to ensure success

INDUSTRY 42 44 47 48

Bring Grass to Life TM U.S. Sod Industry Checkoff Master Gardener John Ruter talks ornamental plant breeding NICH update Nominations for the USDA Advisory Committee Study examines hemp consistency Hemp industry faces growing pains

URBAN AG

50 52 54 56

Fundamental principles of landscape design Simple may not be simple The importance of soil fertility Key to having healthy landscape plants There is a fungus among us! How these living fertilizers can help soil Bring on the yellow Happiness, hope and excitement in the garden

UAC NEWS

Dear UAC Members and Supporters, Welcome to our newest UAC board members: Pam Dooley, Plants Creative Landscapes, Jennifer Jorge, KingGreen and Steve Ware, Centennial Olympic Park/Georgia World Congress Center. We are excited to have them joining the board, and look forward to their input and guidance with the association. Learn more about Pam, Jennifer and Steve starting on page 6. Heading into fall, I’m reflecting on how important all of the members of our industry – your businesses and your employees – are to our local cities, communities and the state.

have tentatively 4We scheduled an Industry/

Contractors design and install landscapes; maintain residential and commercial properties; keep rightof-ways and roadways clear and weed-free; grow flowers, ornamental plants and turf; design, install and maintain irrigation systems that provide efficient water use; safely provide tree care; install and maintain all kinds of sports venues and more.

Student Networking Dinner for October 26 at Gwinnett Tech. This is a great opportunity to meet students in the Horticulture Program and learn more about them and their educational experiences. Please keep tuned - we are waiting on final confirmation from the school. October 28 brings our annual UAC Sporting Clays Tournament at Blalock Lakes in Newnan, GA. One of our most popular events, it’s a great opportunity to reward your employees and/or treat your clients to an always outstanding day of sport, food and fellowship. The following week (November 5), UAC member Verdure Turf will hold the 2nd Annual “Tower Blast” shooting event, and UAC will be on hand to meet with attendees and promote our association. Don’t miss either of these events. Head down to Tifton, GA on November 2-3 for the UAC Georgia Sod & Landscape Field Day and 74th Annual SE Turfgrass Conference. For the first time, these two events are combined, offering sod producers, landscape and turfgrass professionals and educators an opportunity to learn, network and attend the exhibitor tradeshow and demonstrations. Thanks to UGA Tifton and Superior Turf Farms for hosting us in 2021. Check out the agenda on page 41. In early 2022, we’ll be hosting an Industry/Student Networking Event at Chattahoochee Tech, as well.

The suppliers, vendors and manufacturers who provide services and equipment for contractors are highly professional and know their stuff, offering expert guidance and advice to their customers. The educators, institutions and professional trade associations who are UAC members support all sectors of the industry. I’ve been fortunate in the last few months to visit with many of our members throughout the state, learning about your businesses and your communities, and I look forward to more in-person visits throughout this fall and winter. I thank all of you for your membership and support of the Georgia Urban Ag Council and each other.

4 4

Great opportunities coming your way October brings in more education and networking events!

We are proud to sponsor two Landscape Design Seminars this month:

> Oct. 6: Fundamentals of Design Graphics > Oct. 7: Creating the Ultimate Landscape Design

These seminars are limited to 30 attendees per day, so make sure to sign up quickly! Dr. Richard Ludwig and Bill Slack, ASLA are the instructors; we thank Caldwell Landscape for hosting this event at their business training room. Details on page 26.

Information about all of these events and registration can be found at the UAC website: urbanagcouncil.com Just click on “Events” for a complete list. More events will be added as we lock in on them! Have a safe, healthy and profitable fall!

Mary Kay Woodworth | Executive Director FALL 2021 |

HAVE YOU MET

NEW UAC BOARD MEMBER

Have you met... Jennifer Jorge King Green

My first job in the green industry was... a sales telemarketer. I recall vividly working for the late Stuart Workmaster. He was our Sales and Marketing Director and always onboarded the summer wave of employees (mostly comprised of students needing some summer spending money). We would reach out to potential customers and request that we send a sales representative to their home and offer an estimate for service. Now, compare that to today, where a potential customer finds us and we measure their property on a computer. So much has changed since then, but one thing remains true: continue to offer your services at the highest quality possible.

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My biggest career success so far has been… the team of people King Green has put together. When I look at successes, they always begin with the people and what everyone has done to accomplish those successes. We push each other, keep each other honest, drive each other to be our best selves and set our visions for better opportunities. The thing I like most about my career is… seeing the results of hard work and how my team experiences those wins. There are always challenges at work, but when you put the hard work and extra hours in, and in return see the results that exceeded the expectations, the joy you feel is immeasurable. Seeing that joy within my team is truly the greatest gift. The biggest challenge facing our industry is… introducing the next generation to the great career opportunities the Green Industry has to offer. Some days it is challenging to show people how great of a career the green industry can offer them. People not understanding how we positively impact so many customers lives through the work we do. Finding those people who will be our next leaders, specialists, crew leaders, people who want to give this industry a chance, that is a challenge we face every day. One piece of advice I would give to someone entering the green industry today is… find that one person to be your moral compass. Having someone who helps guide you, point you in the right direction and keeps you engaged is a priceless thing. It can be someone industry-specific or someone outside the industry. The one person who doesn’t judge you for your faults (because you will experience them) but picks you up and helps knock the dust off. Having someone in your life to help drive you to the right thing could make the difference between failure and success. One thing most people don’t know about me is… When I get some time alone in my car, I tend to roll my windows down and turn up rap music very loudly! The main reason I want to serve on UAC’s board is… to serve an industry that has provided myself, my family and King Green so much success. My father, Charlie King, served on the board (known then as MALTA) and it allowed King Green to flourish and grow. To give back to an industry that has given all of us so much is a priceless thing and I look forward to this new adventure!

HAVE YOU MET When I’m not working, I like to… spend time with my husband (Francisco) and my two boys (Avery who is 5 and Jalen who is 2). We are active in soccer, football, swimming, and basketball. Raising two boys has truly been the most gratifying experience. I never knew how much being a mother would mean to me. Then, add in the balance of being a business owner and a mother; the big moments mean that much more. My husband is incredibly supportive and helps keep our entire family balanced.

Contact info: Address: Phone: Email: Web:

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1631 Gibbs Drive Gainesville, GA 30507 770-536-7611 JenniferK@KingGreen.com KingGreen.com

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HAVE YOU MET

NEW UAC BOARD MEMBER

Have you met... Steve Ware

Centennial Olympic Park/GWCCA My first job in the green industry was...starting my own company with my best friend in high school mowing the neighborhood lawns. My biggest career success so far has been…lasting in this industry as long as I have. The thing I like most about my career is…..being outside. Playing in the mud as an adult. The biggest challenge facing our industry is… focusing too much on labor/budget and not the finished project. One piece of advice I would give to someone entering the green industry today is…get ready to wear multiple hats and serve many bosses. When I’m not working, I like to…spend time in and at the water. Either the pool, the lake, or the beach. One thing most people don’t know about me is… that I section hike the Appalachian Trail several times a year. The goal is to complete it by the time I retire. The main reason I want to serve on UAC’s board is…to offer a new perspective and viewpoint to problems we all face.

Contact info:

Steve with Eliza Jane and Charlie on the first day of school in 2021.

Address: Phone: Email: Web:

285 Andrew Young Internat'l Blvd., N.W. Atlanta, GA 30313 404-223-4705 sware@gwcc.com gwcc.org

Don't miss the UAC Short Takes video series! Interviews with industry leaders - your fellow UAC members - as they discuss how they are meeting the challenges of COVID and keeping their employees and their businesses safe.

urbanagcouncil.com/coronavirus-uac-short-takes 8 | UAC MAGAZINE

NEW UAC BOARD MEMBER HAVE YOU MET

Have you met... Pam Dooley

Plants Creative Landscapes My first job in the green industry was… detasseling corn, a summer job I started when I was 13. The thing I like most about my career is…..the opportunity to impact lives, both customers and team members, through creating and caring for beautiful outdoor spaces. I also love networking with peers within the green industry, across the country, always trying to learn from them! The biggest challenge facing our industry is… continuing to do things the way they’ve always been done. Whether it’s people or technology, we have to adapt to the changes and evolve how we do business. One piece of advice I would give to someone entering the green industry today is…be curious and be humble. And join networking/peer groups. When I’m not working, I like to…travel. I enjoy weekend getaways to explore new places. One thing most people don’t know about me is…"Plants" is a college nickname, given to me by volleyball and softball teammates who knew my love for the outdoors. The main reason I want to serve on UAC’s board is…to continue the work of advancing professionalism and career opportunities within the green industry.

Contact info for main branch in Atlanta: Address: 2977 Alcove Drive Scottdale GA 30079 Phone: 404-309-7175 Email: pdooley@plantscreative.com Web: plantscreative.com

Pam enjoying some lake time with her pal, Yuli Dooley.

The easiest 5% you'll ever save. Sign up for auto-renew now! UAC business-level members now can select the auto-recurring payment option for their annual membership investment and get an immediate 5% discount. NOTE: The auto-recurring payment option is available for credit card payments only. Your credit card automatically will be charged on your annual renewal date.

It's easy: First, go to urbanagcouncil.com > Membership > Manage and click on "Log in as a member." Even easier: call us and we'll make the change for you! 706.750.0350 FALL 2021 |

UAC NEWS

A compassionate coach

UAC member wins Lawn & Landscape's Employee of the Year award

Sean Blair’s affinity for fitness lets him lead crews through back-breaking work with expertise and empathy. Tommy Bursi, owner of Buford, UAC member Georgia-based Legendary Landscaping, admits that Sean Blair was “pretty green” when he brought him into the green industry back in 2018. Nowadays, Blair is Bursi’s go-to guy and second in command, serving as the company’s senior project manager. Bursi says its Blair’s dependability and driven nature that make him such a standout and a shoo-in for this award.

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“Sean is always going to do the right thing. Sean is going to be reliable and trustworthy and all those great character traits that we all aspire to have.” ~ Tommy Bursi

Formative fitness

What led Bursi and Blair to begin working together was one of Blair’s passions — fitness, specifically CrossFit, powerlifting and Olympic weightlifting.

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“I’ve known Sean Blair for a long time,” Bursi says. “We did CrossFit together and I met him at a CrossFit gym where he was a coach…. our paths just kept crossing over the years, and we built a friendship together. And I came to the realization one night that he’d be a great person to invest time into training and I felt like it wouldn’t be wasted.” Blair says fitness has been a fundamental part of his life for a long time. “I’ve competed and coached in Olympic weightlifting for 15 years and I still compete now in powerlifting and bodybuilding,” he says. “I still live the fitness lifestyle. I eat my six meal-prepped meals every day, I hydrate, and I still compete, so I am still very much into it. And I still coach on the side.” In fact, Blair says it’s his background in fitness that allows him to effectively lead Legendary’s crews each and every day. “It’s given me the ability to work with people better,” he says. “That experience of having to explain things and look at them from different points of view to have

UAC NEWS people understand, made me a better communicator for sure. And communication is just one of the biggest things.” Blair says that coaching has also taught him plenty about tolerance and patience — more essential qualities for leadership. “If something doesn’t go as planned, I’m able to not get frustrated or angry and find another way to come up with a solution,” he says. Bursi adds that everyone on the team knows about Blair’s fervor for fitness, and his physique has caused quite a few “mishaps” on the job over the years. “The man is a bodybuilder, and I’ll say I’ve never seen a human rip more jeans than Sean,” Bursi says. “The man rips his jeans on a weekly basis.”

with them and say, ‘I’m drinking water. I’m eating properly…I’m not smoking four packs of cigarettes a day.’ All these little things on just being healthy, they allow me to do more.” Once crews saw how well Blair was able to perform the tough, demanding jobs, they started to come around. Some even have such a desire to get healthier that they’re willing to put in the time outside of work. “I’ve had several guys ask me about it, and I’ve had some start going to the gym. Some stopped carrying around a 12-pack of Coke and got a case of water,” Blair says. “Things like that have helped productivity with a lot of guys.” And those aren’t the only measures Blair’s taking to make things better for employees, he’s also updating Legendary’s employee handbook.

Highlighting healthy choices

“It was one of those things that needed to get done, so I just put my mind to it,” he says. “It’s really about what we can do to make onboarding easier. If they have a clearer vision of what we’re trying to do, then I think it’s easier for them to transition and become part of the team.”

“When people first come into this industry, they don’t realize how really physical it is. And when you don’t take care of yourself, that’s what leads to accidents and injuries,” says Legendary’s Office Manager Suzannah Hall, who nominated Blair for the award. Hall adds that Blair is always educating employees about the importance of eating right and staying hydrated — especially while they’re out working in the hot, Georgia sun.

Leading through service

Nothing goes hand-in-hand with training more than nutrition and hydration, so Blair’s become a bit of an expert over the years. And he’s adamant about passing that knowledge down to the company’s crews in order to keep them safe and healthy.

Blair says he initially noticed some employees getting fatigued easily, and relying on sugary, caffeinated beverages to get through the day. “A lot of the guys think that it’s fuel, and that’s not the case,” Blair says. “I try to explain to the guys that to be happier, healthier employees you’ve got to be hydrated, and you’ve got to be well-rested, and all these things that will make you better at your job.” But it took a while to get people on board. Blair says he had to get out there with them and get his hands dirty to show them what making the right choices could do for them. “Initially, I had a lot of pushback,” Blair says. “You could tell everyone was thinking, ‘What does this guy know?’ but, when I have to grab a shovel, I’m not getting tired and I’m able to perform better. The guys noticed that. I’ve had conversations one-on-one

For Blair, making sure his crews are healthy and performing at their best isn’t all about the bottom line; he genuinely cares about them and wants them to succeed. And he hopes they know that. “I think from a caring for people perspective, if someone feels you care about them — they’re going to be willing to work harder and be more understanding,” he says. “If someone feels appreciated, they won’t just halfway do something — they’re going to try and do their best job.” Blair says it’s the little things, like just being positive, that have a big impact. “I always try and start the day fresh and in a good mood and in high spirits to set the pace for the day,” he says. “If you come in and are already negative, then you’re just going to have a terrible day. That’s why I try to say, ‘Good morning’ and ‘Do you have everything you need?’ and approach it as a way that I’m trying to serve and help them as opposed to barking orders or things like that.” Legendary’s Maintenance Manager, Dan Plourde, says he saw just how effective Blair’s leadership was right when he started with the company last November. “He was very helpful in terms of getting me acclimated FALL 2021 |

UAC NEWS to the company,” Plourde says of Blair. “He’s very accommodating and was always willing to help me adjust to the new job.” Plourde spent his first few weeks riding around in Blair’s truck and learning the ropes. He says he noticed how communicative Blair was with the crews and how he Blair with his fiancee, Kristen. was always there to listen to any problems they had — on the job or otherwise. “Employees can sometimes have difficulties pop up, in terms of their personal lives, and he just listens and helps them along,” he says. “He helps the guys personally as well as professionally. He provides them friendship and a listening ear.” Blair recognizes this allows him to better connect with his crews, so resolution can be found faster if problems arise. “Sometimes hard situations come up and you have to be a stickler or an unmovable rock, but a lot of the times, compromise is what makes the world go around,” he says. Bursi says all of this has contributed to Blair becoming such an integral part of the day-to-day operations at Legendary. “At the end of the day, when I have Sean handle a situation, I know he’s going to work hard, handle it the best he can and do the right thing,” Bursi adds. “When you’re growing and developing a business and a brand, it’s such a relief to have somebody like that.” Cool, calm and collected.

because he always has a great, big smile on his face.” Plourde says Blair’s calm disposition is the trait he admires most. “Whenever a crisis occurs, such as a crew truck breaking down on the road, he approaches the problem calmly and systematically to help find a solution,” he says. “Even if it is not his crew, he will jump in to assist everyone involved.” Hall adds Blair’s ability to remain unraveled really showed last year during a difficult situation. “I was completely frustrated, and Tommy was too, but I never saw it in Sean until that situation resolved itself,” she recalls. “And then he let out this huge sigh of relief. He just doesn’t ever let the bad show.” Bursi says that Blair’s work ethic and personality has spread throughout the company. “Sean has a positive attitude and he’s goal-oriented and growth-oriented,” he says. “He wants to do good work. He’s not trying to cut corners and he’s preaching to the guys that you’ve got to do a good job in the right amount of time.”

In it for the long haul

Blair says he has no plans of giving up the green industry anytime soon. “I love the physicality of it,” he says. “I tried the whole sit at a desk thing, and it wasn’t for me… I’m a very hands-on guy. This job is great because it lets me get in the mix with the guys every day. It’s always changing and there are always new challenges to overcome. It keeps it from getting dull and boring.” He adds he’s eager to see what the future holds for the business. “We are set to have our best year yet,” Blair says. “We’ve grown tremendously since I’ve started four years ago, and I feel like we’re on the upswing. I foresee us continuing to grow.” And with Blair by his side, Bursi too is looking forward to the future. “I hope that we get to continue to work together for years to come,” he says.

Blair’s co-workers say his easy-going nature is another reason why he’s a great asset. “He’s empathetic and kind, and just exudes joy and happiness,” Hall says. “You can’t be in a bad mood around Sean. He’s very easy to be around. You never know if he’s in a good mood, bad mood, or whatever

12 | UAC MAGAZINE

Reprinted with permission from the June 2021 issue of Lawn & Landscape. Visit www.lawnandlandscape.com for more information.

UAC NEWS

FALL 2021 |

UAC NEWS

WHAT DID YOU MISS? Live at Last: A Zoom-Free Event | June 15, 2021 | Tucker Brewing Company

14 | UAC MAGAZINE

UAC NEWS

urbanagcouncil.com/gala-georgia-landscape-awards Everything you need to get started, including all the reasons you should enter! 3 Watch the video 3 Browse the categories

3 Learn the criteria 3 Download the worksheet

3 View past projects 3 Ask questions 3 Get feedback

Super-Sod purchases Mid Tenn Turf On July 30, 2021 Super-Sod, a division of Patten Seed Company, joined forces with their friendly competitors at Mid Tenn Turf by finalizing the purchase of the Mid Tenn Turf business. The acquisition marks Super-Sod’s first expansion into Tennessee. Centrally located within the triangle of Tennessee’s major cities of Nashville, Knoxville, and Chattanooga and with over 2,400 acres of turfgrass in production on two farm locations. The business was acquired to bring Super-Sod’s assortment of turfgrass varieties and products, including TifTuf Bermudagrass, Zenith Zoysia, Zeon Zoysia, and Soil³ humus compost sold in a BigYellowBag into the Tennessee market. Warmseason (Bermuda) and cool-season (Tall Fescue)

turfgrasses will continue to be grown at both of Mid Tenn’s locations in Manchester and Benton, TN. Allan Howard started the turf farm in 1986 on 150 acres strategically situated within quick reach of Tennessee’s major developing markets. Later, Nick Graham joined Allan and they successfully grew it into the leading sod business in the state. SuperSod is pleased to expand its customer reach through the acquisition of Mid Tenn’s substantial assets and footprint. For more information about the company, visit supersod.com. FALL 2021 |

UAC NEWS

16 | UAC MAGAZINE

Light It Up

FIRE LIGHT TIDBIT

Hydrangea paniculata

This little tidbit illuminates landscapes with large, topto-bottom blooms held up on sturdy stems, and red-orange fall foliage. Perfect for borders, containers, mass plantings and a host of applications. 5'

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FALL 2021 |

PEST 411

Wax scale insects

Look for white, waxy, oyster-like globs on twigs by Shimat V. Joseph, Department of Entomology, University of Georgia

Scale insects are very common pests of landscape trees and shrubs yet are often overlooked when scouting. They can, however, be responsible for chlorosis, branch dieback, or ultimately the death of the plant. Wax scales are grouped into soft scales as they produce soft, cottony, powdery, or waxy substances that cannot be separated from the scale body.

United States National Collection of Scale Insects Photographs, USDA Agricultural Research Service, Bugwood.org

Fig. 1. Females of Indian wax scale.

General description and biology

Females of wax scale insects are brownish-purple or reddish-brown with a white or pinkish-white wax covering the body. Males are not present. Adult females are about 1/4 inch long. The wax produced by females is often sticky. The females lay pale-purple, ovoidshaped eggs under female scales (Fig. 3). Females of the Indian wax scale lay from 1,200 to 2,000 eggs. The eggs are laid during late winter and early spring. The eggs hatch into the first nymphal stage, often referred to as crawlers. Egg hatch occurs beginning mid to late

Joseph LaForest, University of Georgia, Bugwood.org

Fig. 2. Adults & nymphal stages of Florida wax scale.

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Indian wax scale (Ceroplastes ceriferus) (Fig. 1) and Florida wax scale (Ceroplastes floridensis) (Fig. 2) are the common wax scale insect species that occur in Georgia. The Indian wax scale is prevalent in the eastern U.S. from Florida to Maryland, whereas the Florida wax scale is found from New York to Florida and up to New Mexico in the west. May to early June in Georgia. Crawlers are the only mobile stage of the wax scale insect. The crawlers are pinkish-red or red and flat, and they have functional legs. Once the crawlers settle on the stem, they molt into the second instars by inserting their piercing and sucking tube-like mouthparts. Once the mouthparts are inserted into plant tissue, they lose their legs and hardly move from that spot. The second instars subsequently molt into third instars. Both the second and third instars secrete waxy material, covering their body. The second instars have a tiny star-shaped

Chazz Hesselein, Alabama Cooperative Ext. System, Bugwood.org

Fig. 3. Eggs of Florida wax scale.

PEST 411 appearance (Fig. 2), whereas the third instars resemble a cameo pin and, thus, are referred to as cameo stage (Fig. 4). The nymphs continuously mature through the summer months. The third instars molt into adult females. They are covered with a gummy, white wax that looks like a thick, dunce cap (Figs. 1 and 5). There is one generation per year in Georgia, especially central to North Georgia. Multiple generations of wax scale insects are possible in the southern parts of Georgia. Adult females overwinter on the bark.

Damage

Nymphs and females feed on sugars by inserting the piercing and sucking mouthparts into the phloem vessels of the plant. If the infestation is severe, they suck up a large amount of nutrients vital to the growth and development of the plant, which can cause leaf discoloration, heavy leaf drop, and ultimately branch dieback. These affected plants may die in certain situations. Severely infested host plants often appear black (Fig. 6) as the wax scale insects excrete excessive amounts of honeydew (the sugary substance they don’t need), where a black sooty mold fungus grows. The sooty mold infection completely changes the appearance of the host plant with a black coating.

United States National Collection of Scale Insects Photographs, USDA Agricultural Research Service, Bugwood.org

Fig. 4. Third instar of Indian wax scale.

Host plants

Although wax scales feed on many shrubs and trees (such as hemlock, azalea, blueberry, camellia, citrus, fig, eugenia, gumbo-limbo, yaupon, jasmine, mulberry, pear, persimmon, plum, sabodilla, and turkscap),

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Management

Before installing hosts in the landscape, scout for the presence of any wax scale insects on them. If the wax scale insect infestation is found on twigs, remove heavily infested twigs or branches to reduce the eventual size of wax scale insects on the plant. Wax scale insects can be physically removed by handpicking if the infestation is light. Avoid planting susceptible hosts, such as ‘Burford’ holly. A study (Hodges et al. 2000) showed that certain species of hollies, such as Ilex buergeri, Ilex crenata, Ilex glabra, Ilex myrtifolia, Ilex verticillata, and Ilex vomitoria have demonstrated a degree of resistance to wax scales.

John Ruter, University of Georgia, Bugwood.org

Fig. 5. Florida wax scale infestation on holly.

John Ruter, University of Georgia, Bugwood.org

Fig. 6. Sooty mold infection after Florida wax scale infestation on holly. they prefer Japanese holly, Chinese holly, euonymus, boxwood, firethorn, spirea, barberry, and flowering quince.

Monitoring

Beginning in May, examine female wax scales on leaves and twigs at one to two-week intervals to determine when the eggs hatch. Crawlers begin to emerge in early summer in Georgia. The increased activity of foraging bees, wasps, hornets, and ants on dense shrubs may indicate heavy honeydew production and severe wax scale infestation. Look on twigs and small branches for all wax scale insect stages.

20 | UAC MAGAZINE

The thick layer of wax on the nymphs (except crawlers) and females protect them from exposure to applied insecticides. The thickness of the wax is greater for females than for nymphs. Crawlers have no wax covering and are the most susceptible stage of the wax scale insect. A thorough spray of contact insecticides, such as horticultural oil, or insecticidal soap, or synthetic insecticide (e.g., pyrethroids, such as permethrin, bifenthrin, etc.) is necessary, especially when the crawlers are present on the twig for effective control. Contact insecticides can harm beneficial insects, such as predators and parasitoids, which can cause problems with resurging secondary pests otherwise regarded as minor pests. Systemic insecticides (e.g., neonicotinoids, such as acetamiprid, thiamethoxam, dinotefuran, etc.) can be soil drenched or injected and can effectively reduce densities of developing nymphs and females. The dead wax scales may not naturally fall off the twigs, and it may be challenging to determine whether the applied insecticide killed the wax scale insects. Squish the wax scale insect. If no liquid oozes out from the insect, that indicates the wax scale insects are dead. Systemic insecticides are generally compatible with biological control agents, such as predators, but they could harm the pollinators, such as foraging bees seeking pollen and nectar from the plant. Insect growth regulators, such as pyriproxyfen, novaluron, and buprofezin, etc., are also effective control options. They reduce the egg hatch or viability and normal development of the nymphs. It is critical to read the insecticide label, including the precautionary statements, before the insecticide is used for wax scale insect control. The insecticide label is the law.

SAVE THE DATE

Visit urbanagcouncil.com for updates and to register.

Landscape Design Seminar

Sponsored by URBAN AG COUNCIL GEORGIA

October 6: Fundamentals of Design Graphics

October 7: Creating the Ultimate Landscape Design

Intense, hands-on instruction in design illustration and graphics. The full-day workshop offers participants bold yet efficient strategies to communicate design concepts on paper.

Hands-on workshop with extensive training in design theory; moving from a basic understanding to creating a master plan in just one day. Improve your skills as you create and sell beautiful, practical, profitable, earth-friendly design solutions to your client.

Who should attend: This course is recommended for

landscape professionals who wish to improve their design marketing abilities and drawing skills.

Morning Session > From Mediocre To Magnificent - what is outstanding landscape design? > Fundamentals Of Speed Graphics - using your equipment to quickly communicate your ideas on paper > Bold Yet Efficient Symbols - hands on exercise to create striking trees, shrubs, groundcovers and hardscapes > Making Your First Impression Count - creating crisp, architectural lettering Lunch on your own - there are many options in the area.

Afternoon Session > Selling your design - step by step recipe to wow your client and close the sale

> High Speed Title Blocks And Plant Lists - strategies that save time and effort yet produce professional results > Elaborate Symbols - learn how to draw sophisticated symbols that create punch and interest in a fraction of the time > Putting It All Together - a final project that ties together everything that you have learned during the workshop

Who should attend: Developed for landscape

professionals wanting to enhance their design philosophy to create plans that are stunning, unified and functional. Class takes an architectural approach and emphasizes topics such as form composition and lines of force. In addition, the course weaves sustainable, earth-friendly principles into traditional design.

Morning Session > Practical, profitable principles of design for the landscape professional > The client interview and speedy site analysis - making the most of what they have > Setting you apart: An architectural approach to design > Lines of force: The ultimate design tool Lunch on your own - there are many options in the area.

Afternoon Session > Designing vs. decorating > Form composition > Marketing and selling your design ideas > Putting it all together: Final project Registration: UAC Member - $249 | Non-member - $299

Registration: UAC Member - $249 | Non-member - $299

Time: 8:00 am - 4:00 pm Location: Caldwell Tree Care Training Room | 310 E Crossville Rd | Roswell, GA 30075 All drawing supplies and course materials are included: circle template, 30-60-90 triangle, drafting vellum, 4B,2B,2H,4H graphite pencils, eraser, erasing shield, pencil sharpener

Instructors Dr. Richard Ludwig is a 30-year career educator and retired director of the horticulture program at Gwinnett Technical College.

Bill Slack, ASLA, is an author, lecturer and registered landscape architect with over 25 years of design experience.

Only 30 spots for each workshop. Register online now: urbanagcouncil.com 26 | UAC MAGAZINE

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SAVE THE DATE SAFETY WORKS

Safety cultures pay off for everyone The value of a safety and health program

from OSHA (Occupational Safety and Health Administration) and NIOSH (National Institute for Occupational Safety & Health)

Every year, more than 5,000 workers are killed on the job (average of 14 deaths per day), and more than 3.6 million suffer a serious job-related injury or illness. Even one serious workplace injury or illness can have a devastating impact on a small business, including costs associated with higher workers’ compensation premiums, medical expenses, legal fees, replacement worker training, lost productivity, equipment repairs, and lower worker morale – to say nothing of the overwhelming personal impacts.

Implementing a safety and health program helps businesses:

> > >

Prevent workplace injuries and illnesses

> > >

Engage workers

Improve compliance with laws and regulations Reduce costs, including significant reductions in workers’ compensation premiums Enhance social responsibility goals Increase productivity and enhance overall business operations

Small employers like you place a high value on the well-being of your workers. Like many small businesses, you may employ family members and personal acquaintances. And, if you don’t know your workers before they are hired, the size of your workplace will promote the closeness and concern for one another that small businesses value. OSHA and NIOSH provide helpful resources and want to work with you to promote a safe and healthful workplace. Employers who make job safety and health a real part of their everyday operations will benefit in the long run. Investing in a safety and health program now will help you avoid possible losses in the future. A safe business is a sound business.

28 | UAC MAGAZINE

The main goal of a safety and health program is to prevent workplace injuries, illnesses, and deaths, as well as the suffering and financial hardship these events can cause for workers, their families, and employers. Traditional approaches are often reactive; that is, problems are addressed only after a worker is injured or becomes sick, a new standard or regulation is published, or an outside inspection finds a problem. OSHA’s Safe + Sound campaign encourages every workplace to have a safety and health program. Through this campaign, OSHA works with NIOSH and other organizations to provide resources to help employers develop safety and health programs and to recognize the successes of these programs.

Implementing a safety and health program

OSHA’s Recommended Practices for Safety and Health Programs use a proactive approach to managing workplace safety and health, recognizing that finding and fixing hazards before they cause injury or illness is a far more effective approach. The Recommended Practices present a step-by-step approach to implementing a successful safety and health program, built around seven core elements:

2. Worker participation 3. Hazard identification and assessment 4. Hazard prevention and control 5. Education and training 6. Program evaluation and improvement

}

1. Management leadership

SAFETY WORKS SAVE THE DATE SAFETY WORKS

Employers who make job safety and health a real part of their everyday operations will benefit in the long run. Investing in a safety and health program now will help you avoid possible losses in the future. A safe business is a sound business.

7. Communication and coordination for host employers, contractors, and staffing agencies OSHA’s website includes tools to help employers implement safety and health programs, including:

> > >

how to get started,

a safety and health program audit tool.

a safety and health program self-evaluation tool, a safety and health program implementation checklist, and

You can begin with a basic program, set simple goals, and grow from there. If you focus on achieving goals, monitoring performance, and evaluating outcomes, your workplace can progress to higher levels of safety and health achievement. By developing and implementing a safety and health program, you are expressing and documenting your good faith and commitment to protecting your workers’ health and safety. Doing so does not usually require additional workers or high costs. You can integrate safety and health into your other business functions with modest effort.

For the Small Business Safety and Health Handbook and information specifically geared to landscape/horticulture/ turf businesses, visit:

osha.gov/landscaping/hazards

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The key to a successful safety and health program is to see it as a part of your day-to-day business operation. As you incorporate it into your business culture, safety and health awareness will become second nature to you and your workers, leading to a safe and sound business. Every workplace should have a safety and health program that includes management leadership, worker participation, and a systematic approach to finding and fixing hazards. Regular workplace inspections are an important tool for identifying hazards and fixing them. Take advantage of what OSHA has to offer – to keep your employees safe and insure that you are in compliance!

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BUSINESS

Professional services agreements

Confirming achievable expectations for all concerned by Emily Gaston and David Adams, Stanton Law, LLC

At its most basic level, a services agreement like a landscaping contract is an agreement for the provision of services, and not an agreement for the purchase of goods. If the customer purchases - or may purchase - goods together with the services, the parties should draft an agreement that addresses the goods-specific issues. Depending on which aspect is dominate in the transaction, it may be more appropriate to begin with a purchase and sale agreement, with services covered in a statement of work as an attachment to that document. At the outset, both parties to a services agreement should consider the creditworthiness of the other party. While this often goes without saying, getting paid for services is a key part of any agreement and depending on the size of the engagement a credit review may be in order. In addition, the parties should consider and account for any industry-specific laws, rules, or regulations that may apply to certain transactions, products, or services. Although standard form agreements often include a

30 | UAC MAGAZINE

general compliance with laws provision (meaning each party agrees to conform the services to all applicable laws), either party may request revision to include specific government standards or requirements that apply to the particular services or relevant industry. For example, certain jurisdictions limit the hours during which landscape services may be conducted on or around residential properties. By the same token, the parties should revise the agreement if there are additional subcontractors or third-party beneficiaries. For example, multiple service providers or customers must determine who is responsible for timely payment and amend the agreement appropriately.

BUSINESS Above all, services agreements and any applicable statements of work should thoroughly set out all key elements of the services to be provided, including project milestones, timing requirements, completion standards, fee schedules, and acceptance testing procedures.

Fees and payment terms

Most landscape service agreement fees are typically structured on either a fixed price or a time-andmaterials basis or a blend between the two (for example, a cost-plus contract allowing the service provider to either charge a designated percentage for profit over and above costs and expenses or costs and expenses plus an agreed fixed fee, usually based on a preliminary budget). Billing rates should be included if the task is to be billed on a time-and-materials basis. There is no need to include billing rates if the services are provided on a flat-fee or other non-time basis. For example, is a bale of pine straw priced on a provider’s fixed cost or is it based on a specific market price of a subcontractor?

Especially in situations with variable rates and fees, the terms of the fee arrangement(s) should be set out in separate statement of work (“SOW”). The first SOW may be, and perhaps should be (for the sake of efficiency and negotiation), executed concurrently with the underlying services agreement. The service provider’s contract manager should have final approval of all additional SOWs to ensure that the provider is willing and able to provide the services under the terms specified in each SOW. Likewise, expenses should be clearly set out in the SOW (or in an attached rate schedule), especially any items that could lead to disputes (for example, overhead expenses, or rates charged by subcontractor or suppliers). Performance As the recipient of services, the customer’s only major obligation is to pay for the services. But, PLEASE(!) remember to review the creditworthiness of the customer.

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BUSINESS The service provider, however, should consider pushing for a disclaimer of responsibility for delays caused by the customer’s failure to obtain or provide necessary approvals, information, licenses, and instructions on a timely basis.

Liabilities. Service providers should include 4 limitations on liabilities to protect themselves

from unlimited risks that may ultimately outweigh the value of the contract. Limitations such as the exclusion of consequential and indirect damages or capping the total amount of potential damages (typically equal to - or a small multiple of - the value of the services contract).

Force Majeure A force majeure clause aims to exclude liability for breach of contract where delay or failure to perform is a result of an event outside the other party’s reasonable control. As the service provider is responsible for the main obligations under the agreement, the customer would ordinarily push for the force majeure clause to be drafted as narrowly as possible. The COVID-19 pandemic, however, may have shifted this traditional assumption, as the unexpected changes brought on by the pandemic were unforeseen and disruptive for both sides of many services agreements.

Indemnity. Any service provider (not just 4 landscaping companies) should limit its indemnity

obligations. Whereas the customer’s obligation to pay for the services provides its own limitations on liability, the customer has greater incentive to ensure that third-party beneficiaries can seek remedies from the service provider under the agreement. The service provider should attempt to limit its indemnity by qualifying certain provisions. Landscape service providers should also consider limiting the scope of third-party claims to those caused by actual breaches and not merely those caused by alleged breaches. This may eliminate the obligation to defend (and reimburse or pay attorneys’ fees) for third-party claims decided in favor of the indemnified party.

Other important provisions

Assignment. Assignment clauses are drafted to 4 restrict the parties’ ability to assign their rights

under the agreement, often by requiring the non-assigning party’s prior written consent. Anti-assignment clauses are frequently used because contracts are otherwise generally freely assignable. Customers may want to prohibit service providers from assigning or delegating without the customer’s consent. This is particularly important in the event of a merger or corporate reorganization, which would be a deemed assignment under an anti-assignment clause. The parties can adapt this provision to allow the service provider to assign or delegate without the customer’s consent in specific situations.

Warranties. Service providers may warrant that the services shall be performed in a “timely, workmanlike, and professional manner.” Although customers with bargaining power may object to this disclaimer, service providers should avoid warranty standards based on the customer’s subjective satisfaction.

In addition, the services agreement should cover whether the customer has the right to use thirdparty providers for the same or similar services and/or perform any of the services itself. The agreement may permit a service provider to void any and all warranties that it has made with respect to the services in the event a customer self-performs all or any part of the services or hires another party to do so.

32 | UAC MAGAZINE

Insurance. Insurance requirements are generally 4 more important to the customer and may be

included in the services agreement depending on: 1) the type and size of the transaction; 2) the price or sophistication of the services; and 3) any applicable minimum insurance coverage imposed by federal or state law.

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Completion and termination

The term of a services agreement may be either a fixed term or one dependent on completion of all of the services. If the term is determined by completion of the services, the parties should ensure that the applicable SOW is clear on when and how a particular project is completed, including. Every landscape service provider should include a right to terminate with a substantially shorter cure period or none at all, for the customer’s failure to make timely payments and charge legal late fees and interest. Without these important clauses, providers could be stuck providing services until the end of the contracted period.

BUSINESS

Post termination obligations

Service providers may explicitly include an obligation for the customer to pay any outstanding invoices for services supplied up to the date of termination (unless the termination results from the service provider’s breach). If appropriate for the type of services being provided, the agreement may include an exit plan or transition services to be implemented after the expiration or termination of the agreement.

In the landscape business this should make perfect sense. For example, a contract to service the entire grounds of Truist Park would not look remotely like an agreement for a residential customer. Ultimately, the goal of a services agreement is to confirm and formalize each party’s expectations in terms that are clear, acceptable, and achievable.

Conclusion

Undoubtedly, professional services agreements like landscaping contracts will vary in length and complexity depending on a variety of factors. An agreement for the provision of services can be adapted for a specific project, for ongoing services, or for use as a master services agreement. What makes for an appropriate and effective services agreement depends on, among other things, the relationship between the parties, whether the agreement is for a busines-tobusiness transaction, the size of the transaction, and whether the services are standard or customdesigned for the customer.

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Sporting Clays Tournament

Blast your troubles away | Win prizes | Eat BBQ Thursday, October 28 | 9:00 am - 1:00 pm | Blalock Lakes, 4075 New Corinth Road , Newnan GA 30263

Information, sponsorships & registration: urbanagcouncil.com FALL 2021 |

BUSINESS

Managing teams through change

5 steps for a successful leadership approach by Erin Saunders, Leica Geosystems

Our personal and professional environments are constantly changing. There are planned and foreseen changes, like a change in software or equipment, and unforeseen changes like when an employee unexpectedly quits. As leaders, we have the dual challenge of having to manage our own internal responses to change as well as to lead our teams through change. There are things we can do to help facilitate both the internal and external change management process.

Photo by Youssef Naddam on Unsplash

The first is helping the team understand why the present isn’t sustainable. This is an explanation for why things can't stay the way they are. Imagine that your organization is upgrading everyone's equipment. Before telling them about the change, you'd begin by explaining that the equipment everyone is using is outdated and not as efficient as newer equipment. The old equipment isn’t sustainable.

The second key element in the case for change is a description of better future. This is partly about how you frame the change to accent the excitement and positivity that will come once it has been implemented. Here's one approach: "Over the next three months, everyone is giving up the outdated equipment and will be issued new tools." Technically, that may be true, but here's a better description of the desired state: "In the next few months, you are going receive some of the latest tools and equipment available in our field. It will help you work effectively wherever you are. We want you to have the tools you need to work at your best." The second example helps generate excitement and positivity for the change.

34 | UAC MAGAZINE

Consider taking a structured approach to making a case for change. Below are five elements you can share any time you make a case for change, along with other tips to help smooth the way.

Third, it’s important to acknowledge that parts of the change may not be easy. If you paint too rosy of a picture you run the risk of both alienating those who may have some resistance or questions to the change, as well as coming off too optimistic. Acknowledging the challenges lets your team know that you're realistic.

Fourth, it’s important to explain why the change is possible. Particularly with large changes, the outcome can seem unlikely and uncertain. You can help the team by reflecting on a previous time that the team made a change and was successful. Remind the team of their strengths and capabilities. This sets the team up in the mindset of success.

Finally, the fifth element is WIIFM. WIIFM stands for "what's in it for me." People want to understand how the change is going to impact them and are quick to make up information when there isn’t enough shared. Share as much as you can about what will and will not change and how it affects the team. This is also a great time to get their input on

BUSINESS suggestions for how to help adapt to the change. People are much more likely to get behind their own ideas than the ideas of others, so allowing them to bring their ideas to the table is a great way to get buy in.

More tips to ease the transition

Another way you can help your team through change is by increasing their sense of certainty and reducing fear and doubt. Help your team understand what's 4 Begoingaware. on. Make them aware of how uncertainty

can impair their thinking. Just knowing they're experiencing uncertainty and doubt can help the team cope with it.

certainty. This is not about having all the 4 Create answers. This is about helping your team see a way

forward and providing increasing clarity about the impact of the change. To do this, set clear expectations about the vision for the future, what could happen, and the benefits of a positive outcome. Break the complex change down into smaller steps to create certainty about what's happening next.

from resistance. Resistance is an important 4 Learn part of the change process. Many leaders ignore resistance, or view it as coming from people who aren’t team players. Resistance is often more than this and can be a really great opportunity.

Resistance can provide important information about something that isn't working well in the change. Your team may have valuable information about the change being at risk for failure, and by listening to understand their resistance, you may gain valuable information that will help you adjust the change to be more effective. To better understand the resistance, it’s important to understand the reason behind it. Ask lots of questions. Listen thoughtfully to understand. And if you have assumptions, validate them. Then use what you’ve learned to pick the best course of action to address the real reason for the change resistance. If there's lack of clarity, share the needed information. If someone's afraid about how the change is impacting their job, be honest and reassuring about what's happening.

trust. During the change process, there are 4 Build things you can do to help build trust with your team.

> It’s important to be true to your word. When you commit to doing something, follow through and do what you said you'd do by the date you promised. That sounds simple but if there are missed commitments, it can create a compound effect that erodes trust. > Being authentic, sharing your mistakes and what you learned makes it safe for your team to do the same. That helps create a sense of team trust. > Being transparent builds trust. Share your thinking, information, and ideas openly and seek input from your team. When the team isn't involved in the decision, share the decision-making rationale so they understand the why behind the what. for wins. Recognize your team for their 4 Look efforts, for the progress they've made and

what's been accomplished. Sincere praise that is unexpected, public, tangible, and personal is a powerful point of connection and a trust builder.

Embrace the process

Change can be difficult for anyone. Managing change is also a reality in all our worlds. As leaders, understanding the change process, taking a methodical approach to helping our teams through that process, and building trust during the change can help us lead our teams successfully for the good of the organization. About the author Erin Saunders is Regional Human Resources Business Partner with Leica Geosystems, part of Hexagon. P: 770.326.9517 E: erin.saunders@leica-geosystems.com

FALL 2021 |

BUSINESS

Marketing 101 Series: Part 2

How do you fine-tune your target market? by Trip Jobe, CEO, Rand Inc.

Is any lead a good lead? Unless you can and are willing to serve any lead that comes in the answer is usually no. “Spray and Pray” is filled with countless problems, including wasted money, wasted time, and confusion among your customers. If given a seemingly endless budget, we know there are firms out there that will spend it, but don’t expect to be happy when the budget runs out. Understanding your true target market is a critical component of a strong marketing strategy – very few companies have the resources (including sales, customer service, etc.) to serve everyone. The question becomes do you want to spend lots of time with leads that are only lukewarm and need many touches to get to a buying decision or would you prefer to put your time towards prospects who are in the market for your product or services? In this article, we will help you find your true target market.

36 | UAC MAGAZINE

The Total Addressable Market

Your TAM (Total Addressable Market) is anyone who could potentially use your product or services. In the example shown on the next page, the fictional ATL Outdoor Kitchen Pros sound like they could serve anyone in the Atlanta Metro market, which is approximately six million people. The challenge is that this is an overreach due to the name ATL Outdoor Kitchen Pros. What can sometimes happen with businesses that approach digital marketing firms is they try to own a large metro market on the web. This is both costly and often brings in leads that are very weak and are just starting to “kick the tires.” Digital marketing firms, without clear direction, may then target Search Engine Marketing tactics (SEM) that pick up on Atlanta and Atlanta Kitchens — both of which could bring in many leads, but fewer qualified ones.

BUSINESS BUSINESS Not only does this cost you real dollars in your digital marketing budget, but it starts to cost you time. Your sales team must spend valuable time working through these leads and has less time to work on qualified opportunities. Your TAM should just be a starting place to understand the entire market potential and get a good feel for the competitive market and market potential.

Serviceable Market

In this case, ATL Outdoor Kitchen Pros provides kitchen and fireplace hardscape installation services to their residential clientele. As such, they would like to keep their footprint within a reasonable service zone where they can offer exceptional service. In drawing those lines in E. Cobb, N. Fulton, and down to Buckhead, they have a serviceable market of about one million people. From a business perspective, you can begin to model this serviceable market and estimated share to see if you have a large enough market to profitably exist. Knowing that this is the case also gives you a better perspective on where to market, lowering overall costs by not spending on digital tactics in other parts of the city.

Target Market

Many businesses stop at their serviceable market and have some levels of success. Yes, there is still waste, because many people they target are just not in the market for their services (think of how many roof replacement letters you get each year). The best way to move ahead is to really understand what attributes of your serviceable audience you want to target. In this case, the ideal customers tend to be households of four or more with outdoor living space. Just with this bit of information (and you can go deeper), a marketing plan can be targeted to families in this market who enjoy grilling — recent purchasers of smokers for instance. With a narrower list of target customers, you might think there isn’t enough business to engage.

What you find is with a strong value proposition - in this case making dinnertime a fun, engaging family experience - you can take a higher share of the target market that is looking to purchase. More money and time can now be devoted to potential customers who are looking for this service. You can also begin to learn more about these clients and target their preferences (entertainers who want a sitting environment vs. cooking enthusiasts).

The time investment pays off

This process is the classic “Ready-Aim-Fire” approach and does take a bit of time to set up. But the results are worth it! Just like most programs where you develop a plan versus just firing something out there and have to pick up the pieces later, the upfront time investment saves time and money in the long run. About the author Trip is the CEO of Rand Inc., a strategic marketing and analytics firm. Having sat in both sales and marketing leadership roles for large and small firms for 20+ years, Trip is an ambassador for driving sales and marketing alignment to fuel growth. Email: tjobe@randinc.cc Web: randinc.cc LinkedIn: www.linkedin.com/in/tripjobe

FALL 2021 |

BUSINESS

Is your marketing working? Part 2 How to measure your marketing success by Trip Jobe, CEO, Rand Inc.

Peter Drucker’s famous quote, “If you can’t measure it, you can’t improve it,” is always a great place to start. But by itself, it can lead to a false perspective on your results. Drucker’s second famous quote is, “Management is doing things right, leadership is doing the right things.” When it comes to marketing, vanity metrics equate to doing things right, but KPIs measure doing the right things.

I’ve seen many ways to buy or grow mass leads that aren’t qualified and cost businesses dollars and time wading through that information. Even if your marketing department or a vendor says leads grew by 60%, it is often not a solid indicator.

What do we mean by Vanity Metrics?

Key Performance Indicators

Vanity metrics are valid marketing measurements, but they don’t have a great deal of correlation with your business results. They will often simply show that your vendors or marketing teams are growing or creating positive results. A few examples may help shed some light on this.

KPIs are measurements that help to determine if your marketing is leading to positive results in your business.

Lead generation growth is often listed as a KPI, but unless you can show a strong correlation of leadsto-deal or revenue growth, it’s more likely a vanity metric.

We can help you understand if other metrics and touchpoints are leading to business by attribution models. For example, if you sell via -e-commerce – only looking at visitors is likely eye-candy but time on site is more likely your KPI. Similarly, “opportunities created” is often a more valuable KPI than leads, which can be bought or influenced by contests.

38 | UAC MAGAZINE

The number one KPI for marketing should always be revenue growth.

BUSINESS

A critical comparison

Another vanity metric is cost-per-lead; this can be “gamed” by offering more leads for a fixed cost. The challenge is the quality and real cost in working through those leads. A real KPI is cost-per-opportunity or cost-per-deal; these more closely align with your effectiveness. Take a look at the table above. Would you rather have a $5 cost per lead or a $8 cost per lead? In this example, the lower cost-per-lead is driven by unqualified leads that lower your per unit cost but will take time and effort to evaluate. A higher quality source of leads may cost more per unit but develop more deals and the cost per added revenue dollar is significantly less.

Other KPI vs Vanity Metric examples

Two common tactics in the outdoor home or commercial services markets are trade shows and emails. The results of these campaigns are often judged very differently, most often with vanity metrics.

trends, but we view your email subscriber base as a key component of your branding. Would I prefer to have a 1% improvement in open rate per year or would I be happier with the same open rate but growing my email subscribers by 10% in a year? In the second example, we are growing our pie of potential customers – a brand-driven tactic. If I have some important documents like a winter checklist or a summer guide that I can put in our emails and have subscribers download I can measure the number of downloads to see how engaged and interested those subscribers are in our products or services. Again, it’s a great start to make sure you are measuring your marketing programs. To be more effective and ensure that you want to invest in marketing, be sure to align your metrics with how they impact your business results. Other valuable marketing KPIs include costper-deal (or customer-acquisition-cost) and Lifetime Customer Value. These critical KPIs will help you determine your progress and whether you should invest more, reduce spending, or try to test new tactics and learn.

How many times have you heard the proclamation that we got 8% more leads than last year at this event or show? That’s nice, but it doesn’t tell me if many of these are from different employees at the same firm, current customers, or other vendors. I do want to track these leads, but I prefer to set up a KPI that counts appointments made within a period (30-90 days) of the show. This tells me how effective the event was at creating new business opportunities.

About the author

Similarly, many firms will track your email open and click-thru rates and encourage you to use those as your KPIs. We absolutely track those and watch the

Email: tjobe@randinc.cc Web: randinc.cc LinkedIn: www.linkedin.com/in/tripjobe

Trip is the CEO of Rand Inc., a strategic marketing and analytics firm. Having sat in both sales and marketing leadership roles for large and small firms for 20+ years, Trip is an ambassador for driving sales and marketing alignment to fuel growth.

FALL 2021 |

BUSINESS

Athletic field construction

The easiest way to ensure a successful field by Todd Wiggins, President of Sports Turf Company

The first step when considering renovations on your athletic field is to consult with an expert in athletic facility construction. Who are these experts? Certified Field Builders (CFB), as certified by the American Sports Builders Association are the highest qualified individuals in athletic field construction. CFBs can help you design, build and then maintain your field at a pristine level. The American Sports Builders Association (ASBA) is a national organization of 400 companies recognized as a centralized source of technical information about natural and synthetic fields, running tracks and tennis courts. ASBA works to raise professional standards and to ensure owners receive the highest quality services through a professional certification program, education initiatives, construction guidelines publications, and awards.

Why is a CFB important?

By having passed a rigorous comprehensive exam on field construction and maintenance, Certified Field Builders have demonstrated the highest level of expertise.

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CFBs must be well-versed in project planning, 4 project administration, site work, sub-grade, base

4 4 4

work, and maintenance. They must have at least three years of experience and at least twenty projects built, before even taking a three-hour comprehensive exam. A Certified Field Builder can help develop a realistic budget, layout, and then build your facility to meet or exceed national best practices. They are best positioned to solve problems as they arise during construction, and adhere to Certified Builder Standards of Conduct. They are well positioned to walk your facility and provide expertise and solutions for drainage, premature wearing and facility design.

While non-certified landscapers may have knowledge of smaller field projects, they are not well-equipped to handle problems that may arise during construction, locate drainage issues, or provide high-performing solutions for your facility. This is why it is important to specify when bidding your athletic facility project that

BUSINESS proposers are required to have a CFB on staff and onsite during construction. This prevents less-qualified bidders from offering a lower price commensurate with the quality of their work, which then positions elected officials to take the lower bid and suffer the consequences. In summary, the simplest step you can take to improve the odds of constructing a great athletic field or running track is to specify that the contractor performing the work, and the superintendent onsite during the work, be a Certified Field Builder (CFB). The return on this simple investment will be measured over many years to come with a better performing and safer facility with fewer maintenance problems.

SOD PRODUCERS LANDSCAPE

FIELD D AY

Sports Turf Company has been a specialty athletics construction company for 30 years. Sports Turf constructs the finest natural grass and artificial turf fields, tracks and tennis courts. The company has three Certified Field Builders and two Certified Track Builders, as recognized by The American Sports Builders Association (ASBA), making it one of the highest qualified athletics construction companies in the southeast. 1487 Black Dirt Road Whitesburg GA 30185 P: 770.832.8691 W: sportsturf.net

TOGETHER same place | same dates November 2 & 3, 2021

Southeastern Turfgrass Conference

Tuesday, November 2

University of Georgia, Tifton GA 4:00 pm 5:00 pm 5:30 pm

Field tour, putting green cultivar development | Dean Nick Place, Brian Schwartz & turfgrass breeding team Closing and directions to Black Shank Pavilion Networking, social hour, dinner | Sponsored by The Turfgrass Group

Wednesday, November 3

UGA Tifton Campus Conference Center, Tifton GA 7:30 am 8:00 am 8:10 am 8:35 am 9:00 am 9:35 am 9:50 am

Registration and breakfast Introduction & welcome | Mike Toews & Brian Schwartz, University of Georgia State of the Turfgrass Industry | Billy Skaggs, Georgia Crop Improvement Association Winning Water Battles is Good…but the War is Far from Over | Bryan Tolar, Tolar Capitol Partners The Economic State and Considerations for the GA Turfgrass Industry | Ben Campbell, PhD, UGA Know the Facts – Guest Worker Program Updates | Arnulfo Hinojosa, FEWA Break | Sponsored by University of Georgia Innovation Gateway

Session for sod producers only: 10:00 am

Annual UGA Sod Survey Information | Clint Waltz, PhD., UGA U.S. Sod Checkoff Initiative, Bring Grass to Life | Casey Reynolds, Turfgrass Producers International

10:00 am 10:25 am 10:50 am 11:15 am 12:00 noon 12:30 pm 1:30 pm 3:30 pm

Problem Weed Control in Turfgrass | Patrick McCullough, PhD, UGA Grow Your Green: Strategies for a Successful Landscaping Business | Rob Martin, UGA Options & Considerations for Organic Turfgrass Management | Clint Waltz, PhD, UGA Closing, directions, depart for field day at Superior Turf Bellflower Farms, Tifton GA Interaction with vendors Lunch at the farm | Sponsored by Georgia Crop Improvement Association Field demonstrations Adjourn

Session descriptions, registration, directions and hotel info: urbanagcouncil.com FALL 2021 |

INDUSTRY

Bring Grass to LifeTM

U.S. Sod Industry Checkoff by Erin Heidecker and Hannah Selness, Clutch

Sod producers in the U.S. have been discussing the benefits of creating a sod checkoff since 1996, but only in recent years has there been more intentional discussions around how the industry can begin that process. Agricultural research and promotion programs, or “checkoff programs,” are industry-funded initiatives that improve the market position of a commodity by expanding markets, increasing demand, conducting market and scientific research, and promoting industry initiatives and activities. There are currently over 20 USDA Research and Promotion programs on everything from beef, pork, eggs, and dairy, to specialty crops such as mangos, watermelons, Christmas trees, blueberries, and others. The proposed U.S. Sod Checkoff program would be the newest addition and would Bring Grass to LifeTM by telling the story of natural grass and the many benefits it brings to parks, sports fields, golf courses, lawns, and other urban greenspaces. In this way, it would do exactly what checkoffs are designed to do for all agricultural commodities, which is to increase consumer demand, raise awareness, fund important scientific and market research, and educate policy makers and the public on the value of natural grass.

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Dr. Casey Reynolds, Executive Director of Turfgrass Producers International (TPI), has been a powerful voice behind the effort, rallying the industry around the many benefits of an industry-wide checkoff. “The sod checkoff will benefit every aspect of the green industry by increasing the visibility and value of natural grass. It can do this by not only driving preference for natural grass sod with both consumers and customers, but also by uniting the U.S. sod industry to protect and even grow market share in the face of threats from misinformation, building codes that seek to reduce our market, grass bans, and products that compete for our space,” says Dr. Reynolds. Just a snapshot of the many things you can do by uniting an industry through a checkoff include:

Funding research and marketing efforts to drive 4 consumer preference for natural grass in sports fields, urban greenspace, lawns, and other sites.

Funding market and scientific research to 4 better understand consumers, improve farming

techniques, create new products and technologies,

Educate regulators and lawmakers on the value of keeping natural grass a key part of urban ecosystems in parks, sports fields, golf courses, lawns, and other areas.

The proposed assessment rate of 1/10th of one penny per square foot of sod sold in the United States places the current estimate of the U.S. Sod Checkoff ’s budget at approximately $14 million annually. If passed by a majority vote of U.S. sod farmers, the program will be implemented, managed, and governed by a 13-member board of U.S sod producers who are all nominated by fellow sod producers. This board would be comprised of four sod farmers from northern states, five from southern states, and four from transition zone states to ensure uniform representation among the industry. Checkoff dollars could be invested in initiatives such as national and consumer marketing collateral, agronomic and consumer research, local promotional or marketing material for growers, customer and regulator education and outreach, or any other item that falls within the scope of Research and Promotion programs. “Many of the leaders in our industry are passionate sod producers who want to preserve the legacy of their farms by protecting and growing their markets for future generations. We have a great product in natural grass that provides countless benefits for athletes, kids, and the environment in urban ecosystems worldwide yet we know there are those who still need to be educated on our industry," says Dr. Reynolds. “In just the last nine months, I have personally been involved in fighting legislative bills in three separate states that in one way or another are all designed to make it illegal to use natural grass.” A U.S. Sod Checkoff program could give our industry the voice and resources it needs to address these and other challenges head on. If passed, it would quite literally create the single largest recurring source of natural grass research funds in the world that could fund scientific and academic research on a scale we have yet to see. Not to stop there, it would also create the single largest source of marketing and promotion efforts for natural grass that would allow us to protect and grow markets. This is all possible through the power and ability of a Research and Promotion program to unite U.S. sod farmers.

}

document the many ecosystem services of urban greenspace, and more.

INDUSTRY

"We have a great product in natural grass that provides countless benefits for athletes, kids, and the environment in urban ecosystems worldwide yet we know there are those who still need to be educated on our industry," Dr. Casey Reynolds, Executive Director, TPI

What could all this mean for the green industry? “Well, we’d like to think that what’s good for natural grass is good for those who manage it,” says Dr. Reynolds. “A checkoff program for sod can actually generate enough funds to make an impact nationally and locally in places like Georgia to show consumers, city planners, and others the value of keeping green space a key part of urban and suburban life. By protecting and growing the market for natural grass, you also protect and grow the market for lawn care operators, sports field managers, golf course superintendents, and all of their supporting industries.” At the end of the day, natural grass lawns, parks, and other areas provide much more than just a place to relax and play. They provide countless environmental benefits, personal and community well-being, economic value and more. Our industry has a great story to tell, but we do not currently have a channel to effectively tell it. A U.S. Sod Checkoff could not only explore and write the story of our industry through research and marketing, but it could also be the narrator that tells it along the way. As of September 2021, a draft proposal that outlines the key points needed for an efficient, successful checkoff program has been written and submitted to the USDA for review. Once approved, it will be published in the U.S. Federal Register for public viewing and commentary prior to a vote of U.S. sod farmers on its passage in Spring 2022.

If you are interested in learning more about the US Sod Checkoff, please visit www.sodcheckoff.org. FALL 2021 |

INDUSTRY

Master gardener

John Ruter talks ornamental plant breeding by Michael Terrazas for CAES News

Photo by Dorothy Kozlowski

John Ruter, Allan M. Armitage Professor in the College of Agricultural and Environmental Sciences, was named UGA’s 2021 Inventor of the Year, recognizing his many years of work developing and testing new ornamental plant cultivars, many of which are sold commercially and adorn landscapes around the country. John Ruter realized at a young age that he belonged in a garden. He came to UGA in 1990 to serve as the nursery crop research specialist at the Tifton Campus after earning bachelor’s, master’s and Ph.D. degrees in horticulture from Cal Poly San Luis Obispo, the University of Tennessee and the University of Florida, respectively. He now serves as the Allan M. Armitage Professor in the College of Agricultural and Environmental Sciences, specializing in ornamental plant breeding and production. Ruter also serves as director of the UGA Trial Gardens and was named UGA’s 2021 Inventor of the Year for the many plant varieties he’s developed over his years at the university. In this interview, Ruter talks about his passion for plant breeding and the science behind creating the types of greenery that adorn gardens and manicured landscapes across the country.

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You identified your career path pretty early on. What led you to this lifelong interest in horticulture? I grew up in San Fernando Valley, just north of Los Angeles, and I took a horticulture class in junior high school. That was my first introduction, and I found plant propagation fascinating: how seeds are dispersed, the variation you see when growing seeds, and being able to take cuttings—just taking a piece of stem off a plant—and put them in a mist system and grow a new plant. By the time I was 14, I was working in a wholesale nursery, and then my parents moved to Ventura County during my high school years. There was a small FFA program there, so I got involved with that. Fortunately, my adviser was also trained in landscape design and was a horticulturist himself. We were a good match.

INDUSTRY I did well in FFA competitions throughout high school. All the state competitions in California were at Cal Poly San Luis Obispo, which at the time had the largest undergraduate ornamental horticulture program in the country. When I was a freshman there, we had 400 students in ornamental horticulture.

What is something that people don’t realize about professional cultivar development? In the ornamental realm, it’s the diversity of things that you can work on. I literally work on A to Z: abutilon to zelkova. At the Trial Gardens, we’re evaluating plants for companies from all over the world; we’re really the go-to garden for heat and humidity. If people want to test a plant’s tolerance for the combination of heat and humidity, they send it to us. I like the diversity. I get to enjoy having fun playing around with different species and trying to do interspecific hybrids. Do you get seed set? Does it germinate? When it does, what does it look like? Also, most people don’t realize the time that’s involved. With most plants, you are looking at eight to 15 years of evaluation. Some hollies coming to market now, those crosses were made in 2011. Many of the conifers that companies are evaluating now were initially selected in 2010-12. And with all the branded programs in the industry, they want to make sure it works for them. That adds several years to the process, because they want to take it to Minnesota and see if it’s cold hardy, and they want make sure it works in Oklahoma and Oregon and Massachusetts and Florida. I don’t think most people realize the amount of time and effort and fieldwork and lab work that goes into developing a new cultivar. Ruter directs UGA’s Trial Gardens, a year-round nursery to dozens of new ornamental varieties. UGA is the place in the United States, he said, for testing new cultivars’ ability to withstand the high heat and humidity characteristic of Athens’ climate.

How much of your job is in the nursery or the field versus in the lab? I'd say the lab work is maybe 20% of what we do. Right now, I’m almost a full-time farmer out at the Durham Horticulture Farm in Watkinsville. I was out there with three graduate students this morning potting up some germplasm that we had irradiated in the lab. My program is traditional breeding: making crosses in the greenhouse. We also use techniques such as

Photo by Dorothy Kozlowski

Each year the Trial Gardens name a list of Plants of Distinction comprised of those varieties that perform especially well in vigor and beauty. ploidy manipulation, so doubling the chromosomes. Sometimes we have good success taking two sets of chromosomes and turning them into four sets of chromosomes. To induce sterility for species that we don’t want seeding around or becoming invasive, we then take our normal two sets of chromosomes and cross that with the one that we doubled, so you have a two times a four, and you end up with three. Odd numbers of chromosomes in plants don’t generally lead to fertility—basically not all the chromosomes can find a dance partner, to put it in simple terms. We also do mutation breeding with gamma radiation. It’s very safe, just random busting up of the DNA, and you don’t know exactly what you’re going to get. We can also do chemical mutagenesis in the laboratory.

What kinds of resources does UGA have that enable you to do work that you perhaps wouldn’t be able to do someplace else? First, the physical facilities, such as the farms we have within the College of Agricultural and Environmental Sciences. Down in Tifton, I had 11 acres that I was in charge of, so that gave me plenty of land to plant things out to trial. Here in Athens, we have the Durham Hort Farm that’s about 90 acres. Between greenhouses and field space, I’ve got several acres of plant evaluations out there, plus a container pad and shade houses and greenhouses, things that one needs to do this sort of work. We also make use of UGA’s core facilities, like Georgia Electron Microscopy, which we’ve used for seed germination studies and plant identification work. We also use the Cytometry Shared Resource Laboratory FALL 2021 |

INDUSTRY in the Coverdell Center. We do a lot of flow cytometry, trying to figure out the genome size and chromosome numbers. Have we actually doubled the chromosomes? Have we gotten the triploid we’re looking for? We’re able to use that core facility to verify those things. The other huge benefit here at UGA that allows ornamental breeding is the Cultivar Development Research Program. That allows us to get equipment, pay for workers, partially pay for graduate students, pay for supplies you need like fertilizers, irrigation tubing or for repairing your greenhouse when the plastic blows off in a storm. Ornamental breeding at UGA derives a huge benefit from that program. And then also, at least for me, the team in Innovation Gateway is fantastic to work with. Whenever we have a company that wants to come look at things, they help set up the meetings and organize everything. From the commercialization side, the contacts they have and how they’re able to help with logistics of visitors coming to handling trial agreements and plant patents, are all very helpful.

Do you have a favorite plant or cultivar you’ve developed? Just for being out there in the market and having success, and since I’m known as the guy who loves

hollies, Emerald Colonnade® is probably one of my favorites. It’s such a useful plant in the landscape—you can grow it as a formal hedge, you can use it as a small hedge. It’s been used successfully in topiary programs, making spirals and pompoms. It doesn’t have the pest problems other hollies have because of the hybrid parentage. It was kind of my first one to hit the market, and it’s been so successful. It’s been the No. 1 broadleaf evergreen for the company that’s selling it.

Is it gratifying when you come across plants you’ve developed growing out in the world, for example in nurseries or around people’s homes? Oh yeah. One example is this new hibiscus program we have, Head Over Heels, through Star Roses. Last fall my wife and I were in the local Lowe’s, and I saw my hibiscus for the first time in marketable containers with the tags. My wife was looking at something else, and I wandered over because I saw something that caught my eye. And all of a sudden, I’m like, “Yes!” My wife says, “What is it?” And I said to her, “These are mine.” About the author Michael Terrazas is the director of research communications for the University of Georgia.

Photo by Peter Frey

Created in 1982 and nestled among the buildings of South Campus, the Trial Gardens are open to the public and periodically hold open houses for people to visit and learn more about the plants from the breeders themselves. “Most people don’t realize the time that’s involved (in cultivar development),” Ruter said. “With most plants, you are looking at eight to 15 years of evaluation.”

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INDUSTRY

NICH update

Nominations for the USDA Advisory Committee NICH has nominated two members to serve on Agriculture Secretary Vilsack’s Urban Agriculture and Innovative Production Advisory Committee. This committee will advise the U.S. secretary of agriculture on the development of policies and outreach relating to urban, indoor, and other emerging agricultural production practices, as well as to identify any barriers to urban agriculture. “It is critical that individuals with extensive knowledge of Consumer Horticulture serve on the advisory committee and our candidates have that in spades,” noted Ellen Bauske, Chair of NICH. “Consumer Horticulture is the agriculture that 98% of Americans see every day and innovations show up there first.”

The Urban Agriculture and Innovative Production Advisory Committee would benefit from the passion and knowledge of either or both these members.

Mason Day of JR Peters Inc. has exceptional experience in urban, indoor, and other emerging agriculture production practices. In his role as co-founder of the GrowIt! App, his focus was to increase the level of plant knowledge in consumers nationwide.

Missy Gable has rich and varied academic experience. She is currently the Director of University of the California Master Gardener Program, providing academic and administrative leadership to the program. The UC Master Gardener Program is a Cooperative Extension stronghold with over 6,000 volunteers and a value of over $15.5 million. Her program serves the 40 million residents of California, 95% of whom live in urban areas. It is well-known for its innovations in extension education delivery.

He helped motivate those living in urban environments to connect plants with their communities, empowering them to learn from each other and introducing them to experts in the area. He was able to identify and help several communities growing food within the urban environment. Many of the challenges urban farmers face are unlike their rural or even suburban counterparts. Mr. Day is keenly aware that this sector’s challenges are best met with inventive technological solutions. He has worked hard to highlight them and make them more widely available.

Ms. Gable has frequently encountered and worked with California’s resourceful urban agricultural entrepreneurs. This has provided her with a unique perspective on the diversity and inclusion challenges faced by these farmers and commercial gardeners.

growing a healthy world through the art, science and business of plants, gardens and landscapes consumerhort.org FALL 2021 |

INDUSTRY

Study examines hemp consistency

Burgeoning hemp industry faces growing pains by Maria M. Lameiras for CAES News

When you buy something at the store, you have a pretty good idea of what you’re getting no matter where you buy it — a Coke is a Coke, Oreos are Oreos — and whether you buy them in Atlanta or Seattle doesn’t really change what you get. Farmers are in a similar position when they choose what to plant, but in the burgeoning field of industrial hemp, it turns out that things are much more complicated. In a study on genomic and chemical diversity in industrial hemp published in Frontiers in Plant Genetics, 2020 doctoral graduate Matthew Johnson and Associate Professor Jason Wallace found “significant naming and quality-control issues” among industrial hemp varieties available to growers. Hemp is the same species as marijuana (Cannabis sativa), and the difference is a legal one: Plants with less than 0.3% of the chemical that gives users a “high”— tetrahydrocannabinol, or THC — are hemp, and anything over 0.3% THC is marijuana.

Hemp has been grown for thousands of years for its fiber and seeds. Now, the biggest money-makers are health food supplements and herbal remedies based on cannabidiol (CBD), a chemical that won’t get you high but that is just one chemical reaction away from THC. That means the relative amounts of these two chemicals is crucial for how profitable — and legal — a farmer’s crop is. “We were looking at commercial hemp accessions to see how consistent they were,” said Johnson, lead author on the paper. This consistency is important in all crops, but it is crucial in industrial hemp because of the strict regulations around it. “The main issue is that there's not much consistency among accessions,” said Wallace, faculty in the Institute of Plant Breeding, Genetics And Genomics (IPBGG)

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at the College of Agricultural and Environmental Sciences. This can spell trouble for industrial hemp producers because plants that have too little CBD are a bad investment, while plants with too much THC can get an entire field destroyed and the farmer potentially charged with criminal activity. For this study, the research team purchased 22 commercially available hemp accessions and grew them in a controlled greenhouse. They looked at both the genetics of each plant — to see how closely all the plants were related to each other — and at how much THC and CBD each produced. “We found that some accessions showed similar genetics, but a lot of them were just spread everywhere. They came from the exact same pack of seeds, but the plants almost looked like they were not related at all,” Johnson said. “This is because breeding and growing hemp has been

INDUSTRY illegal for decades,” he continued. “All of this breeding has been done under the radar — sometimes literally in people's closets — so it just hasn't had the quality control that a normal seed industry would have.” In addition, the plants often did not measure up to what companies said they should be. “Many of the batches of seed came with a Certificate of Analysis from the company that says ‘This plant will produce this much CBD and this much THC,’” Johnson said. “We tested them and showed that the plants, fairly consistently, had much less CBD than the companies claimed they would, and [also] much more THC.” Because they found a high level of inconsistency among accessions and plants, the researchers caution growers to carefully evaluate their crops. “There are plenty of fiber hemp plants that are very consistent,” Johnson said. “It more comes down to the supply chain of the seeds for the hemp industry. There’s so much money to be made that anybody who could make a seed was going out and selling them. It’s a matter of careful sourcing by producers to really get what they're paying for.” Because growers take on so much risk when purchasing from a variety of suppliers, establishing industry-wide standards will go a long way toward ensuring that growers can purchase seed with confidence about what they are getting.

Hemp has been grown for thousands of years for its fiber and seeds. Now, the biggest money-makers are health food supplements and herbal remedies based on cannabidiol (CBD).

“There needs to be a seed-certification process,” Wallace recommends, “and though there are wheels moving to make that happen, nothing is really out there yet. Until that is actually in place, it's going to be a bit risky for producers.”

Like most growing industries, improvements will come with time. In the meantime, it would benefit growers to take care with their crops. “If it sounds too good to be true, it probably is,” said Johnson. “Just be judicious about what you grow, and know that you may have to do some of your own testing.”

Johnson, who graduated with his doctoral degree in 2020, said the study was not meant to disparage the industry or discourage producers, but simply to provide fair warning.

While the team doesn’t make recommendations on testing facilities, Johnson suggests growers test five to 10 plants per variety planted.

“We're not trying to be doom and gloom, this is just growing pains for this industry. We just don't want people to get burned by not realizing that the industry has some issues right now. They need to be aware of these and go in with their eyes wide open.”

For more information on hemp research at CAES, visit extension.uga.edu.

}

~ Matthew Johnson

The Georgia Department of Agriculture has published a set of guidelines for hemp testing on its hemp program website: agr.georgia.gov/georgia-hemp-program.aspx

About the author Maria M. Lameiras is a managing editor with the University of Georgia College of Agricultural and Environmental Sciences. FALL 2021 |

URBAN AG

Fundamental principles of landscape design Simple may not be...simple!

by Dr. Richard Ludwig, Landscape Design Workshops

One of the more challenging principles of landscape design is simplicity. One reason for this is many of us are plant dweebs, often suffering from the chronic horticulture ailment PAS: Plant Acquisition Syndrome! We’re passionate about plants, especially the new and unusual ones. Imposing them on the site, finding a place for them in our work, is too often the paramount focus. That’s decorating, it’s just creating a plant zoo! In short, it’s a terrible strategy. It creates a chaotic, feckless mush. Clients don’t care about our botanical fancies. We need to be designers, not decorators! Our

goal should be to create a functional, beautiful space rather than filling up the existing area with our plant friends. Where to begin? One of my favorite sayings is, “Simplicity in design breeds elegance”! It should be one of our foremost tenants as we complete our spatial compositions.

1. Create simple spaces. Photo courtesy of Solterra Landscape

Designing an uncomplicated, uncluttered area of turf or mulch or groundcover is a wonderful way to begin. Key point: Start with the largest area you have.

Here in the South, we often deal with turf-centered landscapes and it makes up the majority of the acreage. However, too often, the planting beds are set up first and the shape of the lawn is created by what’s left over. Wrong! This often makes an awkward, complicated area of grass that's difficult to maintain and adds to the general confusion of the property.

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Creating the turf area first is a great way to follow the KISS (Keep it Super Simple) principle. The simple turf area acts as a foil (a foil is something that is dramatically different from anything around it). In other words, the lawn serves as a stage for the rest of the landscape members to perform, not as a competing element.

URBAN AG

Photo courtesy of Ed Castro Landscape

3. Avoid a plant zoo. Photo courtesy of Unique Environmental Landscapes

Too much of a good thing can be a bad thing. When telephones were first invented, the phone industry did a study to determine the highest number of unrelated things a person could keep in their head at one time. The answer was seven, which is why early telephone numbers were seven digits long.

2. Create simple edges. Photo courtesy of Simply Flowers

Our eyes are drawn to wherever there’s a distinct change in color, form or texture. In other words, where the Bermuda touches the pine straw or the Zoyzia bumps up against ground cover, your brain tends to focus. Bed lines are extremely important to the overall effect of your work. Edges of the lawn are prime sources of focus. If you don’t believe it, next time you’re at the beach, gaze out into the ocean. Your eyes cannot help but focus on where the water meets the sky. That’s because there’s such a distinct change in color. So, in the landscape strive for simple, consistent edges or bed lines. Straight lines and square corners for all your planting beds creates a rectangular theme that unifies the entire space. Likewise, bold, curving bed lines throughout the yard serve to evoke a relaxed, pastoral feeling.

Key point: Regardless of your choice, stay consistent. This simple strategy adds to the simplicity of the space and the ultimate goal in great design...unity!

That’s a pretty good number to use when deciding how many different types of plants to choose in any outdoor room. You see, visual interest isn’t necessarily achieved by adding another variety of plants. Rather, it is how those plants are placed in the landscape. Imagine purchasing seven different types of plants for an outdoor space. We’ll call them ABCDEFG. In one bed we may use plant choices A, B & F. In another, B, D and G and another A, E, F, and G. That’s how you use variety. Surprisingly, there are over 5000 ways to combine those seven elements!

Key point: By limiting the number of different species we create something that can be visually digested and understood. But, by combining them in different ways, we achieve the variety that’s so visually satisfying.

Finally, don’t underestimate the challenge of the KISS principle. The Vietnam Memorial in Washington DC was designed by a college student, Maya Lin. When interviewed, she said she revised and simplified her work countless times to create this stunningly simple space. Critics call it, “an eloquent place where the simple meeting of earth, sky and remembered names contains messages for all.” Strive for simple spaces, edges and plantings. You’ll be amazed at the beauty you achieve! FALL 2021 |

URBAN AG

The importance of soil fertility

Key to having healthy landscape plants by Timothy Daly, UGA Extension Gwinnett

Large sums of money are spent installing new landscapes, and sometimes the plants perish. Many problems can be the source of the difficulty, but one sticks out in particular: the condition of the soil, which is the most critical component of a plant's environment. From soil, the plant obtains water, nutrients, and even air. The ideal type of soil for a plant is fertile, deep, well-drained, and has high organic matter. Many essential nutrients are necessary for optimal plant growth. The major nutrients, which the plants require most, are nitrogen, phosphorus, and potassium. The secondary major nutrients are sulfur, calcium, and magnesium. Then plants require micronutrients, which are only needed in small quantities. Zinc, iron, manganese, molybdenum, boron, and copper are some of the micronutrients. Regardless of the type of nutrient, if any are deficient, the entire plant will suffer. Different plants have differing fertility requirements.

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The importance of pH

Of the many factors that affect nutrient availability, the most important is the soil pH, which measures the soil's acidity. The pH scale ranges from one to fourteen. Seven is considered neutral, and below it, the soil is acidic, and above it is alkaline or basic. The scale is logarithmic, meaning that a pH of six is ten times more acidic than seven, a pH of five is 100 times more acidic, and so forth. Most plants require a pH of 6.0 to 6.5, which is the level at which most essential elements a plant needs are available and can be absorbed. Outside that range, their levels are too low for the plant to take up. However, several exceptions exist. Iron, zinc, and manganese are in higher quantities at a pH below six. Some plants

URBAN AG require higher amounts of iron thus grow better at a lower pH. Azaleas, rhododendrons, mountain laurels, blueberries, and camellias need more iron to grow properly. If the pH is too high, an iron deficiency develops, and the plants develop chlorosis, which causes the leaves to turn light green, yellow or white between the veins. If the pH is too low, the addition of lime will increase it. If it is too high, applying sulfur or a compound with sulfates such as ammonium sulfate or iron sulfate will reduce the pH.

Don't guess, test

Consider having the soil tested for a minimal fee through the University of Georgia Extension. Go to ugaextension.org or call 1-800-ASK-UGA1 to find the Extension office that is most convenient to you. The most critical step in soil testing is collecting the samples. Here is how to take a soil sample:

Using a small shovel, dig out a one-inch-wide soil 4 core four inches long for turfgrass and six inches for other plant material.

Take at least ten to twelve random samples from 4 the area and thoroughly mix them in a container. Place two cups of the mixed soil into a plastic bag 4 and make sure it is dry. The samples should not include plant roots or 4 other accumulated organic matter and need to be dry—separate samples for each type taken.

For example, if you have a property with fescue 4 in one area and ornamental trees and shrubs in

another area, take two separate soil tests: one for the fescue and the other for the ornamental trees and shrubs.

You will receive the results within 7 to 14 days by mail or e-mail. The soil tests results include pH, phosphorus, potassium, calcium, magnesium, zinc, and lime levels. It does not test for nitrogen since this element changes forms in the soil and can fluctuate widely throughout the season. The test gives recommendations for nitrogen based on what research has shown the type of plant material requires. It will indicate what types of fertilizers are needed. The lime and nutrient recommendations are given in pounds per 1,000 square feet or per acre. Test results will tell you what types of fertilizer should be applied, how much you need, and when to use it. These recommendations are specific to whatever kind of plant material you want to grow (as written on the soil test record sheet). If you have questions, contact your Extension Agent.

Go organic

Another essential component of healthy soil is organic matter, improving its fertility, moisture retention, aeration, and drainage. Several types of organic matter can be used, including peat moss, topsoil, animal manure, and compost. The organic material helps break up the heavy clay to allow improved air and water movement. It also helps improve drainage while retaining enough water for the plants to absorb. Organic matter encourages beneficial soil organisms, such as microbes, insects, and earthworms that decay organisms and release nutrients into the soil. It also reduces erosion and storm-water runoff while decreasing soil crusting and compaction. Use care when incorporating organic matter into the soil to ensure the material is completely decomposed. Fresh wood chips, such as those produced by tree care companies, need to undergo decomposition by micro-organisms to make usable material. In the process, they will take nitrogen and other minerals required for plant growth out of the soil, thus potentially causing a deficiency. However, the material can be used as mulch and placed on top of the soil. On completion of the process, which can take several months to a year or more (depending on the type of wood and environmental conditions), the wood chips can then be incorporated into the soil. Do not incorporate any organic material into the planting holes of trees and shrubs. Just fill in with the existing soil that has been removed. The organic matter can inhibit water drainage and reduce the roots' ability to spread into the existing soil since the growing conditions are more favorable in the surrounding organic material. The soil is one of the most critical components of growing healthy plants. It provides anchorage, nutrients, water, and other essential materials. By improving the soil quality, you will improve the quality and beauty of the landscapes you are installing and maintaining. About the author Timothy Daly is an Agricultural and Natural Resource Extension Agent with UGA Extension Gwinnett. He can be contacted at 678-377-4011or tdaly@uga.edu. FALL 2021 |

URBAN AG

There is a fungus among us!

How these living fertilizers can help the soil by Hayley Crowell, North Carolina State University Plants seek to interact with arbuscular mycorrhizal fungi to create a mutually beneficial relationship. Once the fungi and plant roots meet, the fungi penetrate the root cells. From there, the fungi create and establish incredible structures called arbuscules, which were named for their tree-like structure. Due to their many branches, arbuscules have a high surface area. This allows the fungi to efficiently exchange many different nutrients with the plant. Arbuscular mycorrhizal fungi are known for increasing uptake of phosphorous in the plants they interact with. They can also provide greater uptake of nitrogen, potassium, zinc, and more. In exchange, the host plant provides food to arbuscular mycorrhizal fungi. The plant shares products it makes during photosynthesis, like lipids and sugars. Arbuscular mycorrhizal fungi rely on the host plant for life, but it is a small price to pay for the plant to have greater access to essential nutrients.

Photo by Audrey Gamble

Hayley Crowell, Anna Yang, and others carefully collect cotton root samples to analyze arbuscular mycorrhizal fungi colonization rates.

For over four hundred million years, arbuscular mycorrhizal fungi have been forming symbiotic relationships with plants around the globe. Found on almost every continent and in approximately 80% of vascular plants, these important fungi play a pivotal role in plant nutrient uptake in diverse ecosystems. These important fungi begin their life in the soil – in the area where roots can grow. Plants release hormones that helps the fungi grow. The plants release the hormones to increase the chance of a root-fungi interaction.

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Meanwhile, in the soil, arbuscular mycorrhizal fungi form an extensive network of hyphae. The branched hyphal system acts as an extension of the root system. This provides greater access to nutrients that would have otherwise been out of reach. This longer, extensive hyphal system can reach into soil pores that were previously too small for the root system to explore. Although arbuscular mycorrhizal fungi are small, they are mighty! One gram of soil can contain between one to twenty meters of hyphae. The microscopic fungi can dramatically improve nutrient uptake for its host plant. It is incredible what these fungi do for plants and, subsequently, humans. Many researchers are exploring arbuscular mycorrhizal fungi’s role in agriculture. Important crops around the world, such as wheat, rice, corn, potato, cotton, and soybean, can form relationships with them. Finding ways to use the fungi’s impressive abilities could enable producers to meet the growing demand for food in an environmentally friendly way.

URBAN AG Sometimes referred to as “living fertilizers,” arbuscular mycorrhizal fungi have the potential to maintain yield while reducing some need for fertilizer. These fungi boost nutrient and water uptake. They can enhance soil structure. They even have been shown to improve plant responses stresses, such as soil salinization, heavy metal contamination, and extreme temperatures. With the known benefits, it's no surprise that researchers are looking to further understand how to protect and take advantage of these powerful, ancient fungi to improve crop productivity in degraded soils and a changing climate. The Soil Science Society of America (SSSA) is a progressive, international scientific society that fosters the transfer of knowledge and practices to sustain global soils. Based in Madison, WI, SSSA is the professional home for 6,000+ members dedicated to advancing the field of soil science. It provides information about soils in relation to crop production, environmental quality, ecosystem sustainability, bioremediation, waste management, recycling, and wise land use.

Photo by Hayley Crowell

Image of arbuscular mycorrhizal fungi within a cotton root sample under optical microscope (160X magnification). The balloon-like structures are called vesicles. Vesicles are arbuscular mycorrhizal fungi’s storage structures. The lines extending from the vesicles are the hyphae of the arbuscular mycorrhizal fungi.

ugaurbanag.com/certiﬁcation

FALL 2021 |

URBAN AG

Bring on the yellow

Happiness, hope and excitement in the garden by Norman Winter, "The Garden Guy," Horticulturist, Author and Speaker

If there were a color that represents happiness in the garden it would have to be yellow. One of the three primary colors, it has

the power to evoke hope and excitement. When the forsythia breaks forth in the early spring it not only catches your eye but also invigorates your step. Winter is over and a new season has been born. On the other hand, there is a reason the school bus is yellow, a motive behind so many highway signs having a yellow background. You notice, you pay attention. Yellow is from the hot side of the wheel and offers warmth like the brilliant sun. A pocket of yellow flowers at an entrance will give a warm welcome to visitors. The Garden Guy has flanking containers at the entryway and Lemon Coral sedum is blooming causing everyone to notice. It is being used in a triadic

Lemon Coral sedum is bringing a welcoming display of cheer and excitement via its tiny yellow flowers on The Garden Guy’s front porch.

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harmony or partnership, three colors equal distance on the color wheel, with Superbells Grape Punch and Pomegranate Punch calibrachoas. Like the caution sign on the road, if you use yellow near what you might consider a blemish or weakness in the landscape, everyone’s eye will be drawn there. On a bigger scale, yellow flowers come to you in the garden therefore having the ability to make a large landscape seem cozier. In yellow you can really play with the mind with your amount of color saturation. For instance, the more saturated the yellows, the warmer the feel. My wife, Jan, said the other day, "I just love that little yellow." She was referring to Superbells Yellow calibrachoa. It doesn’t have the fancy name like some of its siblings but has

Superbells Lemon Slice is Dr. Alan Armitage’s absolute favorite calibrachoa according to his mobile app. Here it is partnered with Supertunia Royal Velvet petunias and Superbena verbenas.

This large mixed container features Superbells Yellow and Pomegranate Punch calibrachoas and White Knight sweet alyssum or lobularia.

URBAN AG that ability to cause you to look at it first, noticing its companions last. I was looking at Dr. Alan Armitage’s mobile app called Armitage’s Great Garden Plants. When it came to calibrachoas he said his absolute favorite is the Superbells Lemon Slice. This white calibrachoa with bright yellow lemony slices creates partnerships that literally dazzle. Conversely, yellow pastels like the Luscious Royale Pina Colada lantana, though cheerful, buffer the intense summer heat. The award-winning lantana features pastel yellow and white in compact habit yet brings in pollinators equal with its larger counterparts.

Deeper darker yellows are found slightly to the left or warmer side of yellow. This seems to be where the real troopers for summer-long color are found, plants like the new Luscious Goldengate lantana, and Luscious Bananarama. Yellow’s complementary color is violet or purple. When you partner the color of royalty with the radiant and gleaming yellow there is a pageantry that manifests itself in the garden. Try Angelface angelonias or summer snapdragons, Supertunia Royal Velvet petunias or Superbena Violet Ice or Dark Blue verbenas. Don’t forget yellow works exceedingly well with its color neighbors, orange and red.

The shade garden that seems to go unnoticed can be given a new vibrant definition with hostas. The Garden Guy is getting to experience hostas for the first time and I am like a kid in the candy store. This year I am adding several Shadowland Autumn Frost. This award winner has blue leaves with wide yellow margins. In another part of the shade garden, I have Shadowland Etched Glass with green and an even brighter yellow intermingled with blue hydrangeas.

Yellows partner well with red and orange. This mixed container displays Lemon Coral sedum, Superbells Yellow calibrachoa and Supertunia Really Red petunia.

This marriage of Superbells Yellow calibrachoa and Supertunia Picasso in Purple truly has the artist touch.

About the author Norman Winter is an author and speaker on horticultural topics. Follow him on Facebook: Norman Winter The Garden Guy

This Eastern Tiger Swallowtail likes yellow too as it visits Superbells Yellow calibrachoa.

FALL 2021 |

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UAC Magazine - Fall 2021

Articles inside

There is a fungus among us! How these living fertilizers can help soil

Bring on the yellow Happiness, hope and excitement in the garden

Fundamental principles of landscape design Simple may not be simple

Study examines hemp consistency Hemp industry faces growing pains

The importance of soil fertility Key to having healthy landscape plants

NICH update Nominations for the USDA Advisory Committee

Master Gardener John Ruter talks ornamental plant breeding

Bring Grass to Life TM U.S. Sod Industry Checkoff

Marketing 101 Series, Part 2 Fine-tune your target market

Pest 411 Wax scale insects

What the tech? Putting technology to work

Is your marketing working? Part 2 Measure your marketing success

Safety cultures pay off for everyone Value of safety/health programs

A compassionate coach UAC member wins L&L award

Executive Director message