SPRING 2020 VOL. 8, NO. 2
A LANDSCAPE ALBERTA MEMBER PUBLICATION
2019 Landscape Awards COVID-19: Important Updates for Industry Members
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SPRING 2020 VOL. 8, NO. 2
CALENDAR
ADVANCING THE PROFESSIONAL LANDSCAPE INDUSTRY MANAGING EDITOR Joel Beatson CONTENT & EDITING Kyla Hardon LAYOUT Kris Locke Landscape Alberta Green for Life is a professional publication for the landscape trade in Alberta. Editorial and Advertising Landscape Alberta 18051 107 Avenue NW Edmonton, AB T5S 1K3 P: 780-489-1991 F: 780-444-2152 admin@landscape-alberta.com Landscape Alberta does not assume responsibility for and does not endorse the contents of any advertisements herein. All representations or warranties made are those of the advertiser and not the publication. Views expressed herein are those of the authors and do not necessarily reflect the views and opinions of Landscape Alberta or its members.
July 6-8, 2020 Garden Centres Canada Summit Edmonton, AB
More info: anne@canadanursery.com
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Industry and Association News
Urban Healing Garden And Humboldt Broncos Memorial: We Need Your Help!
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COVID-19: Important Updates CONFERENCE PROGRAM MISSION STATEMENT NOVEMBER for Industry Members 2019 14 & 15 ADVANCING THE
Cody Brown, Tree to Tree Nurseries Ltd. Jeff Oudyk, CSLA, AALA, JLG, Land Tec Landscape Contractors Ltd., Vice Chair
PROFESSIONAL BMO Centre at Stampede Park LANDSCAPE Calgary, AB INDUSTRY What’s Your Marketing Return STRATEGIC OUTLINE 2020 on Investment? Is it 3:1?
John van Roessel, CLM, CLT, JVR Landscape (2006) Inc., Treasurer
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Matthew Chausse, Seasonal Impact Laura Watson, Finning Canada
Organizational Values
Landscape Alberta Staff
Integrity, Responsive, Member Directed, Value Driven, Committed to Professional Developm
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Joel Beatson, CAE, CLM, CEO joel.beatson@landscape-alberta.com Marnie Main, Member Services Director member.services@landscape-alberta.com
On the Cover Kochan Residence, The Jansen Group 2019 Landscape Award of Excellence Winner
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Ken Ruddock, ULS Maintenance & Landscaping Inc.
Cheryl Teo, Bookkeeper accounting@landscape-alberta.com
www.greenindustryshow.com
CONTENTS
Brian Gibson, Green Drop Lawns Ltd., Chair
Lisa Warner, Events & Relationship Coordinator lisa.warner@landscape-alberta.com
November 19, 2020 Landscape Alberta Nursery Producers Annual Auction Sutton Place Hotel, Edmonton, AB
www.greenindustryshow.com
Landscape Alberta Board of Directors
Kyla Hardon, Communications Coordinator kyla.hardon@landscape-alberta.com
November 19-20, 2020 Green Industry Show & Conference Edmonton Expo Centre, Edmonton, AB
More info coming soon!
ISSN No: 1929-7114 (print) ISSN N0: 1929-7122 (online)
Valerie Stobbe, Trade Show Coordinator valerie.stobbe@landscape-alberta.com
www.snowandice.ca
August 12, 2020 National Awards of Landscape Excellence & Landscape Alberta Awards Celebration Edmonton, AB
Material may not be reprinted from this magazine without the consent of Landscape Alberta.
Adam Jansen, The Jansen Group
September 18, 2020 Snow and Ice Symposium Deerfoot Inn & Casino, Calgary, AB
Self-Promotion and Public Relations Strategic Objectives • Develop value proposition to members and potential members • The tangible and intangible benefits • The return on investment for members • The promotion of the value Landscape Alberta delivers to the industry • Promotion of activities, accomplishments and the importance of Landscape Alberta
2020 Strategic Plan Overview
Professional Development
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Strategic Objectives • Make Certification and Apprenticeship more accessible to members and industry • Promote the value of Certification, Apprenticeship and other professional development tools
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Government Relations, Advocacy and Strategic Alliances
Membership Strategic Objectives
So, What Business Are You Really In? Strategic Objectives
• Be recognized as the voice for the Landscape Industry in Alberta at government and public consultations
• Continue to develop partnerships and alliances with government agencies, bureaucrats and elected officials
• Define the objective of membership requirements
• Review credentials and access to the membership for the purposes of tenders, bids or procurement requirements
Financial Sustainability Strategic Objectives
• Being fiscally responsible and making efforts to expand the resources of Landscape Alberta continues to be a foundational priority
• Grow membership by focusing on previous objectives
2019 Landscape Awards
A Look Back at Our Association
• Provide education, information, webinars, seminars, meetings to further advance the industry
Follow Our Social Media Instagram: @landscapealberta Twitter: @landscapeab Facebook: @landscapealberta
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GREEN FOR LIFE SPRING 2020 • 3
Industry and Association News Snow and Ice Insurance Working Group Following the two recent town-hall meetings on the insurance crisis for snow and ice contractors, there will be a working group forming to help tackle this issue. A focus on communication and education on best practices, legislative change, and on engaging stakeholders like property managers are seen as key to improving this bad situation. If you are interested in taking part, please contact Joel Beatson at joel.beatson@landscape-alberta.com.
City of Edmonton – New Tree Protection Bylaw
If you have questions or concerns please reach out to Joel Beatson at joel.beatson@landscape-alberta.com.
Garden Centres Canada Summit 2020 Mark your calendars now because Garden Centres Canada (GCC) is hosting their second annual GCC Summit in
FOR SALE
This event is over two and half days and includes a welcoming reception, all day tour of unique garden centres big and small and a full day of engaging speakers. We are very excited to have Corey Bordine as this year keynote speaker! We are still in planning mode with many ideas and more news yet to come.
“Landscape Alberta encouraged the City to include specific language regarding what activities and equipment would be allowable, as well as including sample tree protection plans as templates to ease the process on the average contractor or builder.”
The City of Edmonton has begun the consultation process on establishing a tree protection bylaw. This would align several different policies in to one cohesive bylaw that would serve to protect existing city trees and tree stands during construction or renovation projects. Landscape Alberta encouraged the City to include specific language regarding what activities and equipment would be allowable, as well as including sample tree protection plans as templates to ease the process on the average contractor or builder. The bylaw will be presented to council later this year.
Green waste fines, $10/tonne. Pick up at East Calgary Waste Management Facility Call: Chris Roa-Yaremkowycz 403-312-0183
Edmonton, Alberta, July 6th-8th for 2020. During this unique Summit, independent garden centre owners and operators from across Canada will come together to discuss, share and be inspired where everyone is invited!
If you are interested and would like to be kept up to date on what is developing for the 2020 GCC Summit please let Anne Kadwell know at anne@canadanursery.com.
Landscape Horticulture Certification Program Launched
The fully Canadian-owned and operated Landscape Horticulture Certification Program was successfully launched this January. The new program is guaranteed to deliver technical certifications to ensure Red Seal occupational standards for landscape horticulture are upheld nation-wide. CNLA and partner provincial nursery and landscape associations are working to seamlessly introduce the new program across the country. Certified people from the previous program will be awarded the equivalent designations, appropriate documentation and proof of certification will be issued under the new program. A live pilot of the web-based testing platform is currently underway and will inform guidelines for the resumption
HORT MART
Buying? Selling? Hiring? Hort Mart ad listing rates starting at $45 per inch. Call 1-800-378-3198 to book your space. GREEN FOR LIFE SPRING 2020 • 4
Industry and Association News
SAVE THE DATE Landscape Alberta Awards Celebration & CNLA National Awards of Landscape Excellence August 12, 2020 • Edmonton, AB • More info coming soon!
of hands-on practical testing for the technician exams this spring.
“These companies can celebrate their accomplishments today and should be excited for tomorrow.”
Written tests continue to be delivered for the manager, technician and designer designations. Candidates who wish to find out more about written exams may contact the professional development team at certification@cnla-acpp.ca or 905-875-1399.
“The Manderley team is proud to have retained our Platinum Club status with the Best Managed Companies program again this year,” says Wayne Moloughney, President, Manderley Turf Products. “We continue to be committed to innovation, always improving, and we look forward to raising the bar as we head into our 60th year of business.”
Manderley Turf Products is Once Again Recognized as one of Canada’s Best Managed Companies
“CIBC congratulates 2020’s Canada’s Best Managed Companies, who are not only at the forefront of their industries, but among privately held companies across Canada,” said Dino Medves, Senior Vice President and Head, CIBC Commercial Banking. “The success of these companies is built on continued investment in top talent, an ongoing focus on innovation and a well-defined path for the future.”
Manderley Turf Products was recognized for overall business performance and sustained growth with the prestigious Canada’s Best Managed Companies designation. The 2020 Best Managed program award winners are amongst the best-in-class of Canadian owned and managed companies with revenues over $25 million demonstrating investment in talent and technology, innovation in a competitive environment, and an increased focus on global competition. “Businesses today are faced with many challenges and must stay focused and agile in order to sustain and drive growth. They need to demonstrate resilience and commitment to their people, their purpose and their competitive position in the Canadian business world and this year’s Best Managed winners are doing just that,” said Kari Lockhart, Partner, Deloitte Private and Co-Leader, Canada’s Best Managed Companies program. GREEN FOR LIFE SPRING 2020 • 5
Industry and Association News Communities in Bloom announce an exciting new alliance! The Canadian Landscape Association (CNLA) is pleased to announce that an agreement to acquire Communities in Bloom (CiB) has been reached. The governance and ownership of the CiB Program is now under the umbrella of the CNLA. This strategic alliance will deliver an orderly succession of directors and staff, sustain the integrity of the CiB Program, and will provide exciting new opportunities for the future. CiB and CNLA share many of the same values that promote the greening of cities and foster environmental, economic and lifestyle benefits to Canadians. The new Board of Directors is comprised of five Directors from CNLA and four Directors from the former CiB Board. Bob Lewis, Susan Ellis, Darlene Kalawsky and John Lohuis (Vice Chair) are the former CiB Directors on the new Board. The CNLA members on the Board are Paul Brydges (Chair), Bill Hardy (Treasurer), Rene Thiebaud, Alan White, and Scott Wentworth.
The CFIA informed CNLA this afternoon that USDAAPHIS has issued a federal order for exports of Buxus spp. Euonymus spp. and Ilex spp. from Canada to the US. This relates to box tree moth. The official order is on the USDA-APHIS website and is effective immediately. The order regulates all of Canada. Shipments imported from Canada must be accompanied by a phytosanitary certificate with an additional declaration
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1. The plants have been produced in a facility or area officially recognized by CFIA as free of box tree moth (Cydalima perspectalis); OR 2. The shipment has been officially inspected and found to be free of box tree moth (Cydalima perspectalis). The CFIA should be able to respond to this quickly, but in the meantime, if this order impacts shipments to the US, please contact Jamie Aalbers, CNLA Growers Manager at 647-724-8630 or jamie@canadanursery.com.
“CiB and CNLA share many of the same values that promote the greening of cities and foster environmental, economic and lifestyle benefits to Canadians.”
USDA Amends Entry Requirements for Importation of Boxwood, Euonymus and Holly from Canada into the United States
CENTRAL ALBERTA LANDSCAPING BUSINESS FOR SALE.
(AD) certifying that the plants in the shipment fulfill the following requirements prior to importation into the United States and territories:
The CIB board will take this opportunity to review the program and develop new strategies while maintaining the important relationships with communities, provincial organizations, existing sponsors and other partners. We look forward to sharing more as the program rolls out over the upcoming year.
April is Safe Digging Month Alberta has a very comprehensive and complex underground infrastructure that provides essential goods and services to all Albertans. Each year, there are numerous instances where the integrity of this infrastructure is jeopardized by improperly conducted ground disturbances. Failure to Click or Call Before You Dig to have buried facilities identified and their locations marked prior to disturbing the ground, is the most frequent cause of buried facility damage. All ground disturbers, including contractors, homeowners and land owners, can save time and money and keep themselves and our province safe and connected by following ground disturbance and buried
HORT MART
Buying? Selling? Hiring? Hort Mart ad listing rates starting at $45 per inch. Call 1-800-378-3198 to book your space. GREEN FOR LIFE SPRING 2020 • 6
Industry and Association News facility damage prevention Best Practices. These include contacting Alberta One-Call in advance of any ground disturbance project, waiting for the buried facility locates to be done, respecting the locate marks, exposing any conflicting buried facilities before using mechanical excavation equipment, and digging with care.
“All ground disturbers, including contractors, homeowners and land owners, can save time and money and keep themselves and our province safe and connected by following ground disturbance and buried facility damage prevention Best Practices.”
As April is the traditional start-up of the annual digging season, the Alberta Damage Prevention Council proclaims April as SAFE DIGGING MONTH and encourages all ground disturbers to always Click, Tap or Call Before You Dig. www.albertaonecall.com or download the mobile app or call 1-800-242-3447. If you would like to help promote April Dig Safe Month, download the toolkit, which include advertisements, logos and sample social media posts, and use it in your organizations messaging throughout April. https://www.albertacga.ca/dig-safe-month
Everything you need to create the perfect landscape Sod
Potted & Caliper Trees
Landscaping Services
Shrubs & Perennials
Annuals & Hanging Baskets Tree Installation
Firewood Mulches
Rainbow Play Systems
Decorative Stone, Gravel, & Soils
Blue Grass Nursery, Sod, & Garden Centres Red Deer: 1-855-533-4777 Calgary: 1-877-826-0468 Edmonton: 1-780-862-4383
www.bluegrassnursery.com GREEN FOR LIFE SPRING 2020 • 7
Urban Healing Garden and Humboldt Broncos Memorial: We need your help! BY KYLA HARDON
Landscape Alberta & Landscape Saskatchewan have partnered with the City of Humboldt, the Humboldt Hospital Foundation, Scotts Canada and Communities in Bloom to build a “Healing Garden” at the Humboldt Regional Hospital. This garden will not only serve as a place of relaxation and tranquility for those receiving treatment and care at the hospital, but as a memorial for lives lost in the Humboldt Bronco’s tragedy. Construction of the Healing Garden project is planned to begin in late spring/early summer 2020. We currently working on the project coordination
and timeline for the different construction phases and events. The design for the project has been finalized and we are now looking to secure product, labour, equipment and cash donations to complete the project. Visit our website for all product takeaways, as well as labour and equipment needs. At this time, we have no concrete construction days, only a general timeline, hoping to begin mid to late May. As we get closer to spring and begin to secure donations, we will be able to adjust our schedule and give a more concrete timeline for the build.
GREEN FOR LIFE SPRING 2020 • 8
Urban Healing Garden and Humboldt Broncos Memorial If you are able to help with this amazing project in any way possible, please let me know. Cash donations will be accepted online. Tax receipts will be issued by Green Cities Foundation. We thank you so much for consideration and generosity. Working together as an industry we can all give a little and make a huge difference. If you have any questions, please do not hesitate to contact me. Kyla (kyla.hardon@landscape-alberta.com) Landscape Alberta on behalf of the Humboldt Healing Garden Committee A very big thank you to the following donor companies! (As of March 15, 2020)
• • • •
Barkman Concrete Products • Expocrete, Burnco Landscape Centre an Oldcastle company Dutch Growers Saskatoon • Techniseal Manderley Turf Products • Techo-Bloc
“The design for the project has been finalized and we are now looking to secure product, labour, equipment and cash donations to complete the project.” GREEN FOR LIFE SPRING 2020 • 9
COVID-19: Important Updates for Industry Members For more comprehensive information, including links and the most up-todate news, visit our website at www.landscape-alberta.com and click on the “COVID-19 Industry Updates” button. We update this page regularly as new information comes available. As of March 18, 2020 COVID-19 Special Member Briefing
This special bulletin is intended to assist members in dealing with issues related to COVID-19. As you may know the World Health Organization (WHO) has declared this a pandemic emergency. Given that our industry is gearing up towards the start of the season and welcoming back many employees, it is crucial to be well informed. COVID-19 protocols are rapidly changing, and we will endeavour to keep you informed as things change. In the spirit of every challenge being an opportunity, the restrictions on international travel are like attitudes post 9/11. In the year following that event there was a strong trend to staycation and people invested heavily in their outdoor living spaces instead of travel. What a great time to garden or enjoy your backyard.
How to manage in the workplace
• Ensure you have hand washing protocols in place • Ensure employees understand their responsibility to report if they are feeling ill or of any activities that put them at risk of COVID-19. • Communicate with your employees about HR policies around sick leave (if any). • Ensure employees understand why they may need to self-isolate, support them in this decision and make sure they understand they will be sent home from work if they present with symptoms.
GREEN FOR LIFE SPRING 2020 • 10
• Share the AHS Self-assessment tool with employees https://www.albertahealthservices.ca/ topics/Page16944.aspx • If an employee has to self-isolate, employees and employers should work together to explore alternate working arrangements: • Working from home or remotely • Doing work that requires limited contact with other • If an alternate working arrangement is not possible, employees can use paid sick time, if available. (see below for changes to Paid Sick Leave in AB). • The Government of Canada has removed wait times on Employment Insurance which can be used for self-isolation or care leaves. • Limit or restrict visitors to the business operation (not customers) • Consider restrictions on business and personal travel • Continue to follow recommendations provided around maintaining biosecurity and food safety standards. • Businesses that provide housing for their workers will need to ensure their risk management
COVID-19: Important Updates for Industry Members plan considers large numbers of employees being quarantined or requiring health care. • BC has a COVID-19 resource for employees in Spanish https://www.healthlinkbc.ca/hlbc/ files/documents/healthfeature/ hf_040_coronavirus_covid-19-s.pdf Employment rules changes
The Government of Alberta will be implementing paid, job-protected leave. Details of how these changes will take effect will be provided in the coming days. Changes to the Employment Standards Code will allow employees to take 14 days of paid, job-protected leave if they are: • required to self-isolate • sick or caring for a loved one with COVID-19 To be eligible, employees: • will not be required to have a medical note • do not need to have worked for an employer for 90 days This leave covers the self-isolation period recommended by Alberta’s chief medical officer. They recognize this could put pressure on employers and are working towards a solution to address these challenges. Best Practices for Cleaning and Prevention General Cleaning
• Increase daily cleaning and disinfection of common areas and surfaces. Pay particular attention to doorknobs, light switches, staff rooms, desktops, washrooms and other high touch surfaces.
• Cleaning refers to the removal of visible dirt, grime and impurities. Cleaning does not kill germs but helps remove them from the surface. • Disinfecting refers to using chemical to kill germs on surfaces. This is most effective after surfaces are cleaned. Both steps are important to reduce the spread of infection. • Use a disinfectant that has a Drug Identification Number (DIN) and a virucidal claim. Be sure to follow the instructions on the label to disinfect effectively. Alternatively, you can prepare a bleach water solution with 100 ml of unscented household bleach per 900 ml of water. • Be sure to use / take the appropriate precautions when using chemicals for cleaning and disinfecting. Consult the product Safety Data Sheets. Prevention
• Wash your hands often and well (at least 20 seconds) • Avoid touching your face, nose, or mouth with unwashed hands • Avoid close contact with people who are sick • Clean and disinfect surfaces that are frequently touched • Stay at home and away from others if you are feeling ill • When sick, cover your cough and sneezes and then wash your hands (sneeze or cough into your elbow or a tissue) Links to Health Resources
• Up to date info from Alberta Government https://www.alberta.ca/ coronavirus-info-for-albertans.aspx • Alberta Health Services – COVID-19 Resources https://www.albertahealthservices.ca/ topics/Page16997.aspx
GREEN FOR LIFE SPRING 2020 • 11
• Business continuity planning https://www.ccohs.ca/publications/ PDF/businesscontinuity.pdf • Health Canada Risk Prevention https://www.canada.ca/ en/public-health/services/ diseases/2019-novel-coronavirusinfection/prevention-risks.html • Health Canada OHS Guidelines https://www.canada.ca/en/ employment-social-development/ corporate/notices/coronavirusoccupational-health-safety.html • Health Canada Travel Guide https://www.canada.ca/en/ public-health/services/diseases/2019novel-coronavirus-infection/ latest-travel-health-advice.html • Trade Commissioner of Canada – Advice for businesses https://www.tradecommissioner.gc.ca/ campaign-campagne/ ressources-entreprises-COVID-19business-resources.aspx?lang=eng • World Health Organization Info https://www.who.int/news-room/qa-detail/q-a-coronaviruses Economic Response Package from Canadian Government for COVID-19
March 18, 2020 – The Government of Canada has announced details on the $82 billion aid package for Canadians and Businesses. This includes the information below that details how and when assistance will be arriving. We encourage all employers to share the resources below with employees. Each company will have to best decide how to achieve a contingency plan with help from these aid programs. Combined support for both employers and employees offers the best option to maintain health concerns with being able to have a business to return to. There is a potential as the pandemic progresses that all non-essential businesses will be forced to close.
COVID-19: Important Updates for Industry Members
Please ensure you are taking that possibility in to consideration when planning for the next weeks and months. The full details on the Government of Canada Economic Response Package can be found at the link below. Please visit there directly for more details. https://www.canada.ca/en/ department-finance/news/2020/03/ canadas-covid-19-economic-response-plan-support-for-canadians-and-businesses.html Visit our website for more information and links to important resources. As of March 19, 2020 Support for Albertans
• Emergency Isolation Support – a one-time payment via online application that will help bridge the gap until Federal funds are available in early April. • Utility payment holiday – Defer payment on electricity and natural gas bills regardless of provider for up to 90 days. • Student Loan Repayment – The Alberta Student repayments will be paused for 6 months beginning March 30, 2020. No interest will accrue during this period. • ATB Financial customers – Will be able to defer loan, line of credit and mortgage payments by up to 6 months. Full details here https://www.alberta.ca/covid-19supports-for-albertans.aspx Work Sharing
This Federal program allows for employees to remain working during times where there is a reduction in normal levels of business activity. Employees wages are supplemented by EI payments. This has been
expanded to 76 weeks due to COVID-19 related issues. Please note this does not apply to seasonal staff and must be by mutual agreement between employer and employees. Full details here https://www.canada.ca/en/ employment-social-development/ services/work-sharing.html As of March 20, 2002 Canada provides update on exemptions to travel restrictions to protect Canadians and support the economy
The Government of Canada is providing an update on travel restrictions put in place to stem the spread of COVID-19. Exemptions to the air travel restrictions will apply to foreign nationals who have already committed to working, studying or making Canada their home, and travel by these individuals will be considered essential travel for land border restrictions. The exemptions include: • seasonal agricultural workers, fish/ seafood workers, caregivers and all other temporary foreign workers • international students who held a valid study permit, or had been approved for a study permit, when the travel restrictions took effect on March 18, 2020 • permanent resident applicants who had been approved for permanent residence before the travel restrictions were announced on March 16, 2020, but who had not yet travelled to Canada In addition, a temporary modification is being made to the Labour Market Impact Assessment process for agriculture and food processing employers, as the required 2-week GREEN FOR LIFE SPRING 2020 • 12
recruitment period will be waived for the next 6 months. We are also increasing the maximum allowable employment duration for workers in the low-wage stream of the Temporary Foreign Worker Program from 1 to 2 years. This will improve flexibility and reduce the administrative burden for employers, including those in food processing. To safeguard the continuity of trade, commerce, health and food security for all Canadians, temporary foreign workers in agriculture, agri-food, seafood processing and other key industries will be allowed to travel to Canada under exemptions being put in place to the air travel restrictions that took effect on March 18. In addition to health screening protocols before travel, all individuals entering from abroad must isolate for 14 days upon their arrival in Canada. Allowing foreign workers to enter Canada recognizes their vital importance to the Canadian economy, including food security for Canadians and the success of Canadian food producers. The arrival of farm workers and fish/seafood workers is essential to ensure that planting and harvesting activities can take place. There will always be jobs available for Canadians who wish to work on farms and at food processing plants. Those affected by these exemptions should not try to travel to Canada immediately. We will announce when the exemptions are in place, which we anticipate will be early next week. These exemptions follow others announced earlier this week, for: • foreign nationals travelling at the invitation of the Canadian government for a purpose related to the containment of COVID-19 • close family members of Canadian citizens • close family members of Canadian permanent residents
COVID-19: Important Updates for Industry Members
• a person who is authorized, in writing, by a consular officer of the Government of Canada to enter Canada for the purpose of reuniting immediate family members • a person registered as an Indian under the Indian Act • accredited diplomats and family members (including NATO, those under the United Nations Headquarters Agreement, other organizations) • air crews • any foreign national, or group of foreign nationals, whose entry would be in the national interest, as determined by the Minister of Foreign Affairs, the Minister of Immigration, Refugees and Citizenship, the Minister of Public Safety • members of the Canadian military, visiting forces and their family members • transiting passengers As of March 24, 2020 The CFIA is prioritizing critical activities during COVID-19 pandemic
The Canadian Food Inspection Agency (CFIA) is taking action to preserve the integrity of Canada’s food safety system, while safeguarding its animal and plant resource base.
continue to safeguard the health and safety of its staff while refocusing efforts in areas of higher risk and towards activities that are critical to the safety of food, as well as animal and plant health. The Government of Canada is working hard with partners at all levels to respond to the COVID-19 pandemic as it develops. This includes continuing to perform the critical activities and to deliver needed services to preserve the integrity of Canada’s food safety system.
“There is a potential as the pandemic progresses that all nonessential businesses will be forced to close. Please ensure you are taking that possibility in to consideration when planning for the next weeks and months.”
CFIA is prioritizing:
• Food safety investigations and recalls • Animal disease investigations • Inspection services • Export certification • Import inspection services • Emergency management • Laboratory diagnostics in support of the above
The CFIA has activated its business continuity plan, which introduces a temporary suspension of low-risk activities that do not immediately impact the production of safe food for Canadians in order to prioritize critically important services during the ongoing COVID-19 pandemic. The food safety system remains strong.
CFIA is temporarily suspending:
This approach to temporarily suspend low-risk activities allows the CFIA to
• Food inspections and investigations not related to food safety GREEN FOR LIFE SPRING 2020 • 13
• Low risk surveillance or sampling activities (food, plant and animal) • Inspections of preventive control plans and plant and animal inspections in areas of low risk • Low risk labelling and domestic facility inspections • Low risk feed, seed and fertilizer permissions While the CFIA’s business continuity plan is in place, industry must continue to comply with requirements pertaining to food, animal and plant health and remains responsible for the safety and quality of the food that it produces, imports and exports. The CFIA is working with industry and is continuing its critical activities so that Canadians continue to have access to safe food during this difficult time. In an effort to protect the health and safety of its employees and their families and while providing critical services, the CFIA continues to monitor developments regarding the COVID-19 pandemic and to support the efforts of the Canadian and global authorities in their responses by making adjustments to its service delivery plans. The CFIA understands the concerns of industry and consumers with respect to COVID-19 and the unprecedented impact around the globe on businesses, economies and people and is committed to communicating its ongoing activities. For more comprehensive information, including links and the most up-to-date news, visit our website at www.landscape-alberta.com and click on the “COVID-19 Industry Updates” button. We update this page regularly as new information comes available.
What’s Your Marketing Return on Investment? Is it 3:1? BY JONATHAN GOLDHILL, WORD COUNT 1191
What do you know about marketing? Is your marketing working? Do you know for sure? How do you know? These are questions that go through my mind as I’m speaking to green industry business owners because the truth is the many landscapers know little about marketing. I’m sure some of you are thinking out loud and muttering, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” The truth is though with modern analysis that variance has shrunk dramatically, but only if you measure and analyze. Marketing requires having some fun, experimenting with it and measuring the results. The problem is most landscapers have little experience in any of these. The fact is that the average landscaper spends 0.9% - that’s less than 1% of their revenues - on advertising and promotion – i.e., marketing. So, with that little spent on it, how much could they possibly know about it?
Recently I shared one of my videos called “Everything You’ve Ever Learned about Generating Leads and Growing Your Business is Wrong” with a new client – a $6M per year commercial landscape maintenance company in California – who came to see me to get help with their marketing. Not surprisingly, my client found the video very informative because it showed our system for successfully marketing a business to generate a larger flow of leads. Prior to watching this video and working together, my client – an intelligent and smart operator - really didn’t know the difference between sales and marketing. Like other clients before him who really couldn’t explain the difference between sales and
GREEN FOR LIFE SPRING 2020 • 14
What’s Your Marketing Return on Investment? Is it 3:1? marketing, most small business owners combine the fields into a mish-mash of the two, something my MBA colleague calls “smalketing”. Well, not only are sales and marketing miles apart in the systematic processes required to make them effective, but they need to be measured separately. Selling is about converting leads into customers, so your lead conversion rate is vital to measure. But, marketing is about lead generation cost per qualified inquiry, so the effectiveness of each campaign is vital. So, how can you make sure your marketing is effective? The answer is by testing and measuring it! It’s been said “You can’t manage what you don’t measure.” And no statement is truer when it comes to marketing. The challenge is that many forms of marketing don’t all work as stand-alone campaigns. They may require or benefit from some other forms of marketing to support them. For example, my most successful marketing campaign was a direct mail letter sent to a cold list that cost me under $400 to mail and has returned over $75,000 in revenues (and still counting). While the bulk of that revenue came from one single client that had never heard of me, the rest of the revenue came from clients who had heard about me from other marketing efforts, namely my articles, speaking and seminars in the industry. So, the fact that a client whom I was an unknown entity to hired me might have been luck and timing. But, the fact is that I spent a lot of time cultivating an expertise in this community and the rest of that income came from other forms of marketing too. Tough to measure and decide which marketing worked? You bet! But, it doesn’t mean I shouldn’t bother. Whatever your preferred method of marketing whether it’s email marketing, direct mail marketing, social media marketing, pay-per-click advertising, direct selling efforts or something altogether different, the fact is that to be successful you have to try to measure the results you get from it. And, you should have a simple benchmark number to evaluate a marketing campaign’s success or failure. That number, for many companies, I assert is 3:1. But it will depend upon your business. Just like you’ve committed to memory 911 for emergencies, 611 for your cell phone provider and 411 for directory assistance, you should commit 311 to memory for guiding your marketing spend. That is, you should require a marketing return-on-investment (MROI) of 3:1 on your marketing dollars spent or, in other words, you need to have gross profit of $3 for every $1 spent on advertising. Why 3:1? Let’s suppose you spend $1,000 or $10,000 on a single marketing campaign. And, let’s assume like many service businesses your gross margin (or labor, plant and material costs related to that work) is around 45%. That leaves you $450 or $4,500 to cover your overhead,
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profit and marketing campaign costs. Well, if your marketing costs are one-third (33%) of your gross profit dollars then this will leave you with 67% to cover your overhead and profit, which we’ll allocate equally to overhead and profit. With this methodology, there’s enough left over to risk and reinvest in your next marketing experiment. Depending upon your business model (e.g., one-time, construction revenue vs. recurring, maintenance), you will want to choose how you measure your MROI. One basic formula for a construction company might use the gross profit of the campaign as follows: Gross Profit – Marketing Investment Marketing Investment
Whereas a maintenance or recurring revenue type business model might use the Customer Lifetime Value (CLV) where CLV is a measure of the gross profit generated by a single customer or set of customer over their lifetime with your company:
GREEN FOR LIFE SPRING 2020 • 15
What’s Your Marketing Return on Investment? Is it 3:1? Customer Lifetime Value – Marketing Investment Marketing Investment
The key here is to decide what to measure and focus on campaigns that deliver the greatest return on investment. Once these numbers are obtained it’s really nothing more than a simple algebraic equation you can create in your spreadsheet program to forecast how many leads you need to breakeven. Here is one example of a formula you can use with the data you’ve gathered above: (Ad Investment / Average Gross Profit per Sale) / Lead Conversion Rate = Leads Required
“If the advertising medium for the example above cannot show that you will have a reasonable expectation of receiving 5 leads on your $2,000 spend then it’s probably not a good investment.” 1. Establish a MROI threshold for your entire budget and individual campaigns. 2. Set a marketing budget in accordance with your MROI goal 3. Test and measure each campaign by tracking the source of the inquiries and leads 4. Have fun! 5. Seek help if you are stuck!
Now with numbers: ($2000 / $2000) / 20% = 5 Leads
If the advertising medium for the example above cannot show that you will have a reasonable expectation of receiving 5 leads on your $2,000 spend then it’s probably not a good investment. The point here, of course, is not to breakeven. It’s to establish a minimum MROI threshold … AND … to keep experimenting until you find the best results. Note: Having consulted in over 125 different industries, it still amazes me how little landscape business owners spend on marketing. PLANET’s Operating Cost Study and another proprietary financial database illustrate this point. Most of my landscape clients spend 3-5x more on their marketing than their typical green industry competitor. And, the results work. According to proprietary data from the largest financial data company in the U.S., the average landscape company grew at 14.85% during this past 12 months. Meanwhile, my clients grew at an average rate of 36%. Think marketing may work? If so, here are your next steps:
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This article was originally published in the October 2014 issue of Landscape Management. Jonathan Goldhill, Founder/Head Coach of The Goldhill Group, provides strategic business, marketing and sales coaching/ consulting to owners, managers and salespeople of growing companies in the green industry. Learn more about his company at www.TheGoldhillGroup.com.
A few thoughts re: COVID-19 How quickly our world can be turned upside down. Several weeks ago, many of us were following news about the corona virus with mild curiosity, some of us were wondering if we would see any cases in Alberta or Canada. And just like that everything changed. The Global Pandemic was declared two weeks ago, state of emergencies have been declared in every province and every major city, and we are on the verge of a “stay home” or “shelter in place” order, which threatens to shut down most business. This is a very scary time. I’ve heard from many members who are really questioning the chances their business will survive this crisis, especially in combination with the free-fall in the energy sector. Nobody has lived through anything quite like this before (or they are over 100). We are surely living in interesting times. I know this first few weeks has been overwhelming for me personally. Adjusting to working from
home with two kids under 6 while trying to deal with all things COVID-19 related. Keeping busy sure has a way of keeping my mind off things. The Landscape Alberta staff has reacted tremendously to the work from home protocols (self-imposed) and we all continue to work behind the scenes to help our members. The news coverage, the ever-changing health orders, and daily updates on the number of infected and tested is relentless. It can be scary, panic inducing, and just an overload of negative thoughts and emotions. A member commented to me today, that these tough times will make us all stronger, which is very true. Maybe the young kids today will get to tell their kids and grandkids about how tough they had it. All of this has reminded me of a speech I heard from Fred Rogers. His Mother, in times of crisis or disaster, would tell him to “look for the helpers”. They are often in the background or off to the side but if you look for them you will see the best of
humanity in terrible times. When you see the helpers he ends, “you’ll know there is hope”. Search “Fred Rogers helpers” on YouTube to fine the video. Over the last week I’ve been inspired and given hope by so many members. So often there first questions I heard were about how to help their staff, about if they should be bringing up any workers from Mexico this year – in case they can’t get home to their families. I’ll tell you; this isn’t the behaviour seen in every sector right now. I’m blessed to work for an industry filled with helpers. The role of green spaces, gardens, and amazingly designed and built backyards will sure play a role as helper to Albertans in the coming months. The positive impact the work you do as members has on the publics physical and mental health has never been so important. We are all in this together, and Landscape Alberta is here to help you, the helpers. Stay safe,
- Joel
Landscape Alberta 2020 Strategic Plan The board of directors recently engaged in a refresh of the Landscape Alberta strategic plan. This half-day meeting was to re-prioritize and focus the association for the next 3-5 years. Moderated by Victor Santacruz from CNLA, we were able to establish some key result areas, while maintaining flexibility to pivot when the situation required us to (COVID-19 already being a shift in what we were working on). The one-page summary below is a great working document that will be updated each year as we continue our mission of “Improving the professional landscape industry” in Alberta.
CONFERENCE PROGRAM 2019 NOVEMBER 14 & 15 BMO Centre at Stampede Park Calgary, AB
MISSION STATEMENT ADVANCING THE PROFESSIONAL LANDSCAPE INDUSTRY
STRATEGIC OUTLINE 2020 Organizational Values
Integrity, Responsive, Member Directed, Value Driven, Committed to Professional Development
Self-Promotion and Public Relations
Professional Development
Strategic Objectives
Strategic Objectives
• Develop value proposition to members and potential members
• Make Certification and Apprenticeship more accessible to members and industry
• The tangible and intangible benefits • The return on investment for members • The promotion of the value Landscape Alberta delivers to the industry • Promotion of activities, accomplishments and the importance of Landscape Alberta
Government Relations, Advocacy and Strategic Alliances
• Promote the value of Certification, Apprenticeship and other professional development tools • Provide education, information, webinars, seminars, meetings to further advance the industry
Strategic Objectives • Be recognized as the voice for the Landscape Industry in Alberta at government and public consultations • Continue to develop partnerships and alliances with government agencies, bureaucrats and elected officials
Membership Strategic Objectives • Define the objective of membership requirements • Review credentials and access to the membership for the purposes of tenders, bids or procurement requirements • Grow membership by focusing on previous objectives
GREEN FOR LIFE SPRING 2020 • 17
Financial Sustainability Strategic Objectives • Being fiscally responsible and making efforts to expand the resources of Landscape Alberta continues to be a foundational priority
t a h W , So s s e n i s Bu u o Y e r A ? n I y l l Rea BY DONALD COOPER, MBA, CSP, HOF
A few years ago, walking through a shopping mall in Calgary, Alberta, I came across a beautiful flower shop. Displayed outside the doorway, in the mall aisle, were mixed bunches of fresh flowers, nicely wrapped and ready to go. A great idea to make that ‘impulse sale’. But there was just one problem. I searched everywhere for a price and there was none to be found. There was no price sign and no price on the flowers...nothing that would allow me to make an instant decision to buy, which is what an impulse sale is. I nipped into the shop, chatted up the proprietor and asked her how much the flower bunches were. “Oh, they’re $12.00”. she said. “And how do they sell?” I asked. “Not very well and I don’t know why...they’re a great price.” I asked her what business she’s in. She looked at me as if I had two heads and said, “I sell flowers. Can’t you see that?” “Yes, you do.” I replied, “But that’s not what business you’re in. You’re in the ‘love’ business; the business of helping people express caring, joy, sorrow, support or celebration...and all of that is love. And you’re in the business of making it easy for people to buy. So, what those flowers need is a sign that says, Bunches of love...only $12.00 and I bet you’ll sell out every day!” I asked her to humour me and give it a try. I also gave her $50 to get the sign made. Then, I asked for her business card so I could call her in one month to find out how her ‘Bunches of Love’ were selling. GREEN FOR LIFE SPRING 2020 • 18
So, What Business Are You Really In? “In every market, whatever you sell, the business that figures out how to add emotional value to every customer interaction and then makes it easy for the customer to buy will become the dominant player.”
interaction and then makes it easy for the customer to buy will become the dominant player. How might this apply to your business? Ask and answer these two simple questions... Question #1: “What business are we really in? ” Define what you sell by how it adds value to your customers’ lives and by how it makes emotional connections with them. Question #2: “How can we make it easier for our customers to make a wise purchase decision? How can we become their ‘Caring Coach’? ”
I followed up, as promised, and learned that sales of those ‘Bunches of love’ had immediately tripled. She reported that she and her staff were now focused on doing everything with love and treating every customer with a feeling of love, joy and gratitude...and overall sales were already up 15%! In every market, whatever you sell, the business that figures out how to add emotional value to every customer
So, how can you redefine your business, and the products or services you sell, in a way that focuses you on helping instead of selling while making powerful emotional connections with your target customers. And how can you communicate in words that enhance those connections and change your focus. “Bunches of Love!” did that for a flower shop in Calgary, Alberta.
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A Look Back at Our Association
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GREEN FOR LIFE SPRING 2020 • 26
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