Pro|Grow|News FALL 2016 Digital Edition

pro grow news FALL 2016

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John Hancock Charles River Walk New Gypsy Moth Outbreak in Mass

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pro grow news FALL 2016

contents Features

8 Saving the World One Plant at a Time 12 John Hancock Charles River Walk 20 Gypsy Moth Outbreak in Massachusetts

Departments

5 President’s Message

6 Committee Reports 26 Business Focus 29 Marketplace/Ad Index 30 My Favorite Plant On the cover — John Hancock Charles River Walk

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pro grow news FALL 2016

committees

board PRESIDENT Jim Stucchi, MCH Ahronian Landscape and Design, Inc. Tel: (508) 429-3844

EDUCATION & RESEARCH COMMITTEE

VICE PRESIDENT Tim Hay, MCH Bigelow Nurseries, Inc. Tel: (508) 845-2143

FINANCIAL COMMITTEE (FINCOM) Steve Corrigan, MCH — Chair Mountain View Landscapes & Lawncare, Inc. Tel: (413) 536-7555

SECRETARY/TREASURER Peter Mezitt, MCH Weston Nurseries, Inc. Tel: (508) 435-3414 PAST PRESIDENT Tim Lomasney One Source Horticulture Tel: (978) 470-1934 DIRECTORS Chris O’Brien, MCH Howard Designs, Inc.

Kerry Preston, MCH Wisteria & Rose, Inc. Steve Charette Farm Family Insurance Family

David Vetelino, MCH Vetelino Landscape, Inc. Jean Dooley, MCH Mahoney Garden Centers

GOVERNMENT RELATIONS DIRECTOR Henry Gillet Tel: (508) 567-6288 EXECUTIVE DIRECTOR Rena M. Sumner Tel: (413) 369-4731

Kathy Bergmann, MCH — Chair Bergmann Construction Tel: (508) 435-3414

Chuck Baker, MCH — Vice Chair Strictly Pruning Tel: (508) 429-7189

MASSACHUSETTS CERTIFIED HORTICULTURIST BOARD (MCH) Jack Elicone, MCH — Chair John R. Elicone Consulting Tel: (617) 527-5706 PRODUCTS COMMITTEE Mark Ahronian, MCH — Chair Ahronian Landscaping & Design, Inc. Tel: (508) 429-3844 Peter Mezitt, MCH — ­­ Vice Chair Weston Nurseries, Inc. Tel: (508) 435-3414

GOVERNMENT RELATIONS COMMITTEE Chris O’Brien, MCH — Chair Howard Designs, Inc. Tel: (617) 244-7269 HISTORY COMMITTEE Philip Boucher, MCH — Chair Elysian Garden Designs Tel: (508) 695-9630 Skott Rebello, MCH — Vice Chair Harborside P.S. Tel: (508) 994-9208 MAGAZINE COMMITTEE Gaele McCully, MCLP — Chair Mahoney’s Garden Center Tel: (781) 729-5900 MEMBERSHIP COMMITTEE Tim Hay, MCH — Chair Bigelow Nurseries, Inc. Tel: (508)845-2143 David Ahronian, MCH — Vice Chair Ahronian Landscape & Design, Inc. Tel: (508) 429-3844

PRESIDENT Michelle Harvey, MCH Lakeview Nurseries Tel: (978) 342-3770 EDUCATION COMMITTEE Kathy Bergmann, MCH Bergmann Construction Tel: (508) 435-3414 Tim Hay, MCH Bigelow Nurseries, Inc. Tel: (508) 845-2143 The Massachusetts Nursery and Landscape Association, Inc. is proud to be a founding partner of New England Grows.

pro grow news Massachusetts Nursery & Landscape Association P.O. Box 387 Conway, MA 01341 mnlaoffice@aol.com www.mnla.com www.PlantSomethingMA.org www.mnlafoundation.org

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ProGrowNews is published quarterly by the Massachusetts Nursery & Landscape Association (MNLA), P.O. Box 387, Conway, MA 01341, tel. (413) 369-4731.

Articles do not necessarily reflect the view or position of MNLA. Editorial coverage or permission to advertise does not constitute endorsement of the company covered or of an advertiser’s products or services, nor does ProGrowNews make any claims or guarantees as to the accuracy or validity of the advertiser’s offer. (c) 2014 All rights reserved. No part of this publication may be reproduced in print or electronically without the express written permission of the MNLA.

www.mnla.com

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President’s Message

Fall Is For Planting!

By Jim Stucchi

S

grown way possible. Jenn and I ome of you may be familiar with this statement, as it’s just ushered in our third (and last) a slogan that has been around for many decades:In This this case,year, drip is a whole new definition water conservation little bundle of joy: Torin Edward fall is the best time for planting! As the seasonal fortemps start in the landscape.

Drip irrigation or low flow irrigation Stucchi, a pint-sized little man just to cool down, the time for planting heats up, andsystems from what are a new wave of providing waiting to put on his work boots I have been hearing, the demand for plant material is amounts up byofawater directly measured to the soil surface at the and hit the dirt. This is still an significant margin from last fall. base of a plant. option for those of you who have This past year has been a shining example of what your The water wise alternative the desire to train for the longmembership dollars do to help your bottom line. MNLA and to hand held watering term.

Plant Something’s role with the drip irrigation allowance For those anticipating more in the DEP’s water restriction guidelines has helped many businesses gain an advantage with plant installations and plant immediate labor needs, check out MNLA’s 2nd Annual Green sales throughout this period of water bans and restrictions.

Industry Career Fair and Annual The key to making this work for you is to become familiar Meeting at the Sturbridge Host with your community and to help educate the water czars Hotel and Conference Center on within. Visit MNLA’s website for more information. We will February 7, 2017. If you have ideas be working with the DEP on a drought task force and will be that could help with this program updating the site as new information comes available. or any others, please contact the In the meantime, it is imperative to educate your MNLA office and join the cause. customers and your local legislators on the importance of I hope to see you at your drip irrigation and proper watering techniques. You are the New England GROWS Show on professionals, and the time is now to spread the word. Teach A CONSUMER GUIDE TO DRIP IRRIGATION November 30 through December your customers that there is still time to plant and especially 2, 2016, at the Boston Convention to supplement their existing plantings with proper irrigation and Exhibition Center. for a strong transition into the winter months. If you have not The educational line-up is first rate and the networking and set up an educational program to teach these techniques, it is business opportunities are unmatched. certainly not too late. Who knows, you may just make those Here’s wishing you the most prosperous of fall seasons and final sales you have been waiting for. an easy transition into the coming winter months. If I can be of For those who have suffered crop losses and tree failures any help to you, please do not hesitate to contact me via email at due to the drought and the brutal foray from winter into Jim@Ahronian.com. spring, programs are available to help defray some of the damages. Orchardists, small fruit (including blueberries and cranberries), and nursery tree and shrub growers who Jim Stucchi, MCH, experienced losses from natural disasters during calendar year Ahronian Landscape and Design, Inc. 2016 may be eligible for assistance under the Tree Assistance MNLA President Program (TAP), which is administered by the USDA Farm Service Agency (FSA).

Another FSA program is the emergency loan program for farms in four of our Massachusetts communities that have been declared federal disaster areas after this devastating drought. For more information on these two programs and more, please visit the MNLA website.

Labor continues to be a challenge for many of us. For the Stucchi household and Ahronian Landscaping, we are adjusting for the labor shortage in the most organic, homeP. O. Box 387 Conway, MA 01341

DRIP IRRIGATION

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MNLA Committees Summer Conference, New MCHs, and More

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elcome to the quarterly column committed to keeping the MCH community and the MNLA membership informed on what is new and ongoing in the MCH program.

The Summer Conference at the Norfolk County Agricultural High School was a great success, and the site and facilities were certainly impressive. The MCH board-sponsored Plant ID Challenge was extremely well-attended, and thanks go to board member Kate Merrill from Sylvan Nurseries for providing an extended variety of native plants. Thank you to all the attendees who took the challenge, and congratulations to those who scored a passing grade.

Welcome Aboard Congratulations to the newest MCHs who passed the exam on August 3: • Andrew Bachman, Trout Brook Landscaping • Adam Beck, Follaire, Inc. • John Callahan, Brian Callahan Builders, LLC • Peter Di Zinno, A Blade of Grass • Alyson Fitzsimmons, Russell’s Garden Center • Nicole Forsyth BC, Murphy Landscape Inc. • Nicholas Kiernan, Sudbury Design Group • Nancy Lattanzio, Lattanzio Landscapes • Anne Lyngdoh, Recover Green Roofs • Andrew Magee, Sylvan Nursery • John Milos, Mountain View Landscapes • Ian Penman, Sylvan Nursery • Joanne Silveira, Sylvan Nursery

with upcoming events. If you have questions or comments, please email me at jackelicone@gmail.com.

Recertification Tips Stay ahead of MCH credits by attending New England GROWS, November 30 through December 2, 2016. Earn two points for attending the conference and educational workshops. Consider writing an article for Pro Grow News to earn an additional recertification point. Constantly check the MNLA website (www.mnla. com) for upcoming opportunities to earn MCH credits.

Jack Elicone, MCH, John R. Elicone Landscape Consulting Massachusetts Certified Horticulturist (MCH) Board Chair

To new MCHs and all MNLA members: Please continue to use the programs and resources available to you through MNLA, especially the branding process that is important for all of us to implement. Use your MCH Logo on printed materials, letterhead, marketing, and advertising. Order and use the new “Ask an MCH” brochure through the MNLA website. Make your communities aware of the benefits of having an MCH on staff, and promote your expertise.

The drought we are experiencing has made 2016 challenging, but take advantage of your knowledge and inform the public that an MCH can recommend the right watering techniques, drought-resistant plants, and the necessary tools to withstand the situation.

As a committee, we are constantly open to adding more members as practicing MCHs and are also reaching out for existing MCHs who would like to volunteer to assist the board

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Saving the World — One Plant at a Time

By Kathy Bergman, MCH

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’m sitting outside in the sun on a perfect autumn day. The asters have just popped, the buds on Montauk daisies are swelling, roses and Rose of Sharon and buddleia are still flowering like crazy, and the leaves that are just beginning to turn are swaying in a lovely cool breeze. I’m loving the piles of pumpkins and gourds piled on porches and stairs and smiling up at the huge ‘V’ of geese heading toward the southwest.

Perfection — outwardly. Look more closely and you’ll see that the Hygrangea paniculata leaves are shriveled, the messerve holly berries are all bright red already, and the enkianthus is so dry that it will never create the wonderful autumn colors that make it so easy to sell. No matter how yummy the cotton-candy aroma, I know that I shouldn’t be able to smell the katsura for weeks, and that the leaves should be a bit more interesting than tan and sort-of-yellow.

Above: It used to be winterberry.

Below: The messerve holly berries are all bright red already.

Above: Hygrangea paniculata leaves are shriveled; poor little lime.

Below: Plant Native

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Above: Welcome to suburbia.

Below: My lawn is green — it’s clover.

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Climate change? Most likely. Will the late winter/early spring weather next year be so strange that we won’t be able to rely on our roses or hydrangea again? Will the drought continue? Will I never again be able to grow my own pumpkins, squash, and tomatoes without giving them up to the water- and food-starved wild animals that gnaw them to stumps in my garden?

Those of us in agricultural industries — growers, sellers, designers, and landscapers — must rethink what we sell, and why.

No matter how much I love my stewartia and the afore-mentioned katsura (and I’m not suggesting that we stop selling these beautiful creatures), natives often still do better.

And with our cities and towns trying to deal with lack of water worse than any I can remember, how can we still in good conscience promote the perfect suburban bowling green known as a lawn? I wander my neighborhood and see the swaths of Kentucky bluegrass that people so

adored turned to brown. At least you can see which of your neighbors are willing to ruin the earth and break the law by cranking up those sprinklers in the middle of the night.

As my position on the Education Committee allows me to run into so many of my MNLA/MCH compatriots throughout the year, I’ve learned that you are thinking, caring people.

So, this winter during down time, please take time to consider what we can all do, together or alone, to save the environment. What could be better, what grows best, is it possible to open the eyes of our customers? If not, what plants can we suggest that would make them and the world happy at the same time?

One step at a time; one day at a time.

It’s worth a try.

Kathy Bergmann, MCH Bergmann Construction Education Committee Chair

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John Hancock Charles Trevor L. Smith, MCH, AOLCP, LEED GA

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he rising sun peeks over the Charles River, golden rays explode through the towering oaken canopy.

The heavy sweet scent of Clethra perfumes the air with undertones of fresh water and earth. A heron is fishing for breakfast just off shore, a deer walks up the bank from the water as turkeys root around in the leaf litter. The high pitched squeak of a startled chipmunk pierces the air alerting the wood of my presence. A mother duck ushers her ducklings into the water, the white tail of the deer is all I see crashing into the brush while the turkeys just keep foraging. All of this and I haven’t walked more than 60 feet down the newly constructed permeable Wellesley Office Park walking path.

The halfmile path was recently constructed in back of the Wellesley Office Park on William Street with two boardwalk bridges and multiple vista points overlooking the water.

The land is owned by the Department of Conservation and Recreation (DCR); however the walkway was funded by John

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Hancock Real Estate USA. The walkway was installed using Porous Pave™, a durable pervious paving material and was designed to have little to no effect on the delicate hydrology of the area. Porous Pave is made from recycled truck tires that are ground up and combined with a fine aggregate and a urethane binder. The mix is then spread like concrete and hardens into an extremely durable, highly permeable surface strong enough for low speed auto traffic and comfortable to walk on. The Wellesley Office Park walking path diverted 6,000 tires from the landfill and can absorb 5,800 gallons of water per hour, per square foot. In addition to the recycled content and high permeability, the surface is freeze and frostheave resistant and provides significant traction. Normally such a permeable surface is used to reduce flooding and the impact of storm water. It is great for driveways and walkways because it resists freezing and cracking in winter and allows maximum return of water back into the ground. In this case,

River Walk however, the pervious surface is designed to provide a safe, comfortable walking path through the woods without disrupting the normal water flow to the river and its inhabitants.

The Wellesley Office Park walk is the largest Porous Pave installation in the northeast. John Hancock, in funding the project, has demonstrated the sustainable mission many companies are implementing. Since many companies are adopting creative strategies to improve the work environment for their employees, this scenic escape could also be viewed as an added employee benefit.

We have all heard about tech companies installing game rooms, “bring your pet to work� days, etc. and this scenic escape falls right in line with these. It may even be better, because it gets you outside of the working world and immerses you in the natural world. (continued on page 14)

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(continued from page 13) The practice of Shinrin-Yoku, Japanese for forest bathing, is becoming the latest fitness trend in the United States.

Forest bathing is simply connecting with a natural space, often wandering through forest paths. Extensive studies have been done on Shinrin-Yoku and have shown marked reduction in cortisol, the stress hormone, as well as reduced blood pressure and an improved immune response and cerebral blood flow.

As the science between health and nature continues to grow and more companies begin to look for workplace amenities that match their sustainable mission and as cities and towns continue to convert old railways to bike and walking paths, it is increasingly important to do so responsibly.

Fortunately, there are low-impact solutions to address these challenges that maximize people’s accessibility and connection with nature without disrupting or significantly altering the delicate balance of the natural world.

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By Tawny Simisky and Joe Elkinton

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ative to Europe and Asia, Gypsy moth (Lymantria dispar) was brought to North America from France in 1868 by an amateur entomologist, Leopold Trouvelot, for experiments aimed at producing a new silkproducing insect. The gypsy moths escaped from his home in Medford, Massachusetts, and a few years later began causing significant defoliation in his neighborhood. The gypsy moths spread slowly because the females do not fly. Natural spread occurs when the larvae blow from one tree to another soon after hatching in May. Humans often transport gypsy moth egg masses that are laid on objects in their yards. It took 50 years for gypsy moths to spread across Massachusetts, and throughout most of the 20th century, gypsy moth outbreaks occurred in Massachusetts approximately every 10 years. Indeed, the spread of gypsy moth is still going on. In the last decade, for example, they have been spreading across Minnesota. Other areas further south and west are not yet infested.

In 1989, a major change in the gypsy moth system occurred due to the accidental introduction of a fungal pathogen of gypsy moth from Japan known as Entomophaga maimaiga. It began killing large numbers of gypsy moth caterpillars, even at low population density. This prevented outbreaks from occurring, so for 35 years there were almost no gypsy moth outbreaks in Massachusetts. In 2016 — and annually since 2014 — drought conditions during the months of May and June played an important role in the resurgence of gypsy moths.

Gypsy Moth (Lymantria dispar) Caterpillar

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Managing Gypsy Moths with Pesticides

Efforts to control gypsy moth began around 1890 in Massachusetts. Beginning efforts included scraping egg masses off trees, which proved futile, and moved to using chemical pesticides such as lead or copper arsenate. There was little understanding of how toxic to humans or persistent these compounds were; furthermore, they were fairly ineffective against gypsy moth.

In the 1950s, DDT became available. It was cheaper and more effective at reducing gypsy moth populations than any previous pesticide. The federal government began widespread aerial application of this material against gypsy moth, believing that gypsy moth would soon be eradicated. By the 1960s, however, the environmental damages caused by DDT and related compounds became evident. DDT had an especially devastating impact on birds of prey, such as the American eagle, which is still recovering, so DDT and related compounds were banned and replaced by other pesticides. In the 1980s, materials such as carbaryl and diflubenzuron became common. Soon, however, state and federal agencies realized that gypsy moth outbreaks would subside on their own, forests would recover — even if there was significant tree mortality — and the environmental and economic costs of pesticide application to forests were unjustifiable in some cases.

Gypsy moth management strategies shifted focus to protecting individual shade trees that have high value for homeowners who are willing to pay the costs associated with pesticide application. Tree-care professionals and homeowners have an array of compounds to use that are relatively non-toxic to non-target organisms, such as bees, and are also effective against gypsy moth. These include those containing the active ingredients of Bacillus thuringiensis Kurstaki (B.t.k.) or spinosad. Both are derived from bacterium lethal to Lepidoptera, or the moths and butterflies (in the case of B.t.k.), and also beetles and sawflies (in the case of spinosad).

While B.t.k. is effective on Lepidopteran caterpillars that ingest it, young caterpillars must be targeted, as older caterpillars are less susceptible to this management option. Spinosad is more effective on older caterpillars, but it can also be toxic to pollinators when it is still wet.

Biological Control and Impact of Gypsy Moth Natural Enemies

An entirely different approach to controlling gypsy moth began in 1905 with the importation of predators and parasitic insects that attacked gypsy moth in Europe. Gypsy moth in Europe is much less of a pest than in North America, because it is well controlled by these agents. A total of approximately 12 species of parasitic wasps and flies were established. The effort continued into the 1970s and 80s, but most of the established species were first released in the first decades of the 20th century. Unfortunately, each of these species has their own limitations and together they cause insufficient mortality to prevent gypsy moth outbreaks. On the other hand, there was a naturally occurring viral disease called nuclear polyhedrosis virus (NPV) that caused massive epidemics in outbreak populations. The virus is transmitted when an uninfected caterpillar feeds on foliage contaminated by the cadavers of larva killed by the virus. At high density, this happens with near certainty, so most of the larvae are killed.

Death from the virus accelerates through the larval stages, and reaches a peak just before they pupate. Outbreak populations thus soon collapse and the subsequent low densities are then maintained for a number of years by other factors such as white-footed mice, which can eat most of the gypsy moths when densities are low, but a much smaller fraction of the population when gypsy moth densities are high. The fungal pathogen Entomophaga maimaiga, which arrived in 1989, has a very different ecology than the virus. It is spread by airborne spores released from fungus-killed cadavers to uninfected larvae. It causes high mortality even in low-density populations.

The Achilles heel of this fungus is that it requires rainfall for the spores to germinate and penetrate uninfected hosts. If there is no rainfall, there is no transmission. That’s what happened this year.

concentrated in southern and southeastern Massachusetts.

In contrast, few outbreaks have occurred historically in the maple-dominated stands of the Berkshires at higher elevations. The exception is that some ridge tops are dominated by chestnut oak, which is a favored host tree for gypsy moth.

Gypsy moth outbreaks are common in those stands.

Most deciduous trees and a few conifers, such as white pine, will put out a new set of leaves in midsummer following gypsy moth defoliation in June. Healthy trees can survive one or more defoliation events. Many landscape trees, however, are subject to a variety of environmental stresses such as soil compaction, salt deposition, and the effect of other defoliators, such as winter moth and the black oak gall wasp, which are also causing tree defoliation. Some trees were defoliated by winter moth in May, and then the newly refoliated leaves were consumed by gypsy moth in June. Add to that the impact of drought this year, and we may see significant tree mortality by 2017. (continued on page 18)

Effect of Gypsy Moth on Massachusetts Forests and Shade Trees

Gypsy moth is known to favor various oak species, aspen, apple, and willows. It will also feed on less favored hosts such as maple, pine, spruce, and hemlock when favored resources have already been devoured. Gypsy moth outbreaks tend to occur in stands dominated by oaks and other favored host trees. That is why the outbreaks we have seen this year are Fall|2016

Gypsy Moth Devastation

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2016 Impacts and 2017 Outlook

Defoliation due to gypsy moth and other pests is mapped aerially by the Massachusetts Department of Conservation and Recreation (DCR) on an annual basis. In 2015, DCR attributed 38,175 acres of defoliation to gypsy moth.

By 2016, the aerial survey revealed 352,774 acres of defoliation due to gypsy moth.

There are plenty of egg masses from gypsy moth in the forests and landscaped areas in Massachusetts, particularly in the central and eastern portions of the state. These eggs will hatch in 2017 between 90-100 growing degree days, or approximately by the end of April or the beginning of May. Now that the feeding is over for this year, what does this mean for Massachusetts in 2017? Will gypsy moth devour the leaves of our trees and litter our patios with their hairy caterpillar bodies and frass (excrement) again? That may depend on whether the dry conditions observed in May of 2015 and June of 2016 are replicated in the

Entomophaga maimaiga Resting Spores

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spring of 2017. When this is the case, the insect-killing fungus Entomophaga maimaiga cannot build up in the gypsy moth population early enough to kill caterpillars before they have a chance to defoliate our trees. In some stands, concentrations of gypsy moth egg masses are so high (hundreds of egg masses per tree) that defoliation seems inevitable next year, even if fungal mortality is significant. Nevertheless, if we get a wet enough spring next season, the spores of this fungus are present in the environment and will be ready to infect unsuspecting caterpillars. We may have widespread defoliation in certain areas again next year, but with adequate rainfall, the outbreak should soon subside over the next couple of years due to the pathogens described above.

Joseph S. Elkinton is Professor of Environmental of Environmental Conservation at UMass Amherst.

Tawny Simisky is the Woody Ornamental Entomology Specialist at UMass Extension.

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Gypsy Moth in Belchertown, July 2016

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No BO Offers Exceptional Education

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t the New England GROWS conference and trade show, November 30 – December 2, 2016, in Boston, horticulture professionals will find inspiration, sharpen their skills, and learn new techniques from top experts in their fields. Many thanks to Tim Hay of Bigelow Nurseries and Katherine Bergman of Weston Nurseries who represented MNLA on the New England GROWS education advisory committee this year.

Nationally respected authors and industry-leading experts such as Tracy DISabato-Aust, Roger Cook, Claudia West, Rebecca Lindenmeyr, and Keith LeBlanc, FASLA, will share their secrets for creating beautiful, sustainable landscapes.

Other seminars will address the latest developments in horticulture, soil science, and new plants. Nursery and landscaperelated topics include: • Native Wildflower Meadows: Planting for Success • Using Natural Stone Construction in the Landscape • High Impact, Low-Care Plants • Designing with Color, Texture & Form • Creating Stunning Plant Communities that Stand the Test of Time • Natural Landscape Design for New England • Perspectives on Soil Design: Opportunities and Challenges

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Business management and marketing gurus like Jason Cupp, Ellen Ely, Phill Sexton, Susan McCoy, and Katie McCoy Dubow will offer brand-building advice in sessions that include: • How to Hire and Keep Good People • Consumer Trends to Watch in 2017 • Optimize Your Sales Strategies • Understanding & Developing Your Latino Workforce

Fast-paced, 15-minute Sprint Sessions on the show floor are led by top UMass Extension experts and address a range of practical topics, including: • Recognizing Invasive Plants in the Landscape • Planting for Pollinators • Backpack Sprayer Calibration • Timing for Turf Establishment • Defoliating Caterpillars

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Get down to business at GROWS. WHAT’S NOW & WHAT’S NEXT: ● Biodiversity ● Plants ● Ecology ● Productivity ● Climate ● Technology ● Profitability ● Design ● Safety ● Pollinators ● Water ● Invasives ● Natives ● Permaculture ● Preservation ● Sustainability ● …and more!

Fall|2016

Nov. 30 – Dec. 2, 2016 BOSTON NewEnglandGROWS.org POWERED BY:

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Special safety training will be offered in the new Safety Arena on the GROWS show floor. Experts will share important skills for nursery and landscape professionals in the field, including: • Chainsaw Safety • Health & Wellness for Industrial Athletes • Best Practices for Snow & Ice Management Safety • Using Electric Lawn Care Equipment New England GROWS takes place November 30 – December 2, 2016, at the Boston Convention and Exhibition Center.

Attendee registration options start at just $29 for all three days of the conference, with early registrants realizing the most savings. Continuing Education Credits from a gamut of professional organizations are available at many sessions, including pesticide license recertification. For the complete agenda or to register, visit NewEnglandGROWS.org. To stay up to date with conference details, follow GROWS on Facebook, Twitter, and LinkedIn, and download the GROWS mobile app on iTunes or GooglePlay.

A limited number of exhibit and sponsorship opportunities are still available. Interested industry vendors should contact Anne Franks at afranks@NewEnglandGROWS.org or (508) 653-3009.

Featured Speakers

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And backed by experience...

51 employees with 10 + years - 15 are M C H’s

Tracy DiSabato-Aust Plants & Design ••• DiSabato-Aust Design

Fall|2016

Jason Cupp Business Success ••• Kincaide, LTD

Catalog & Availability upon request

1028 Horseneck Road Westport, MA 02790

508-636-4573 Fax 508-636-3397

Visit www.sylvannursery.com

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23

Business APPS for the Industry

Business APPS to Enhance Your Company Efficiency Plant Pictures

Leafsnap

Share ideas, find professionals, get advice, and buy products with Houzz. It’s a one-stop shop for all things home design.

With over 26,000 plant names and the power of Google Images, Plant Pictures is the quickest way to find photos of plants.

Leafsnap is an electronic field guide using visual recognition software to identify tree species from photos of leaves.

iScape Design

Harvest Landscape Calculator

Labor Sync

iScape Design provides quick and straightforward designs on the spot using actual images for realistic rendering.

Harvest Landscape Calculator shows you how much soil, mulch, or stone is needed for your next project.

iScape Design

Dropbox

Evernote Scannable

Genius Scan turns your smart phone or tablet into a pocket scanner. It enables you to quickly scan documents on the go and email the scans as JPEG or PDF.

Dropbox lets you share all your photos, docs, and videos and access them from your computer, tablet, phone, and website.

Instantly scan, save, and share contracts, receipts, business cards, and any other paper that comes your way with Evernote Scannable.

Waze

Exspensify

Sprinkler Times

Waze’s community-based traffic and navigation app lets you share real-time traffic and road info with other drivers in your area to save time and gas.

Capture receipts, track time or mileage, and create expense reports with Expensify.

Use Sprinkler Times to manage large-scale irrigation systems.

Houzz

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Labor Sync allows employers and employees to track time and location right from a smartphone or computer.

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Endorsed Insurance Provider of the

MORE YOUR ALLY

T H A N YO U R

AGENT

With FARM FAMILY, you’ll get an agent who has the know-how and products to help you properly manage your family’s risks.

An open appointment book, along with options for home, auto, life, farm and business coverage, means you can feel good that you’re getting more an ally than just an agent.

Wherever you are in Massachusetts, there’s a Farm Family agent close to you. Give us a call for more information.

Richard Blair Carver (508) 866-9150

Kevin McCarthy Marlborough (508) 485-3800

Francis Bingham Norwood (781) 255-2002

Marc Cohen Worcester (774) 329-7067

Tim Viles South Deerfield (413) 665-8200

Sean Rooney Wilbraham (413) 887-8817

Associate Agent

Mark Sylvia Centerville (508) 957-2125

Kay Spencer Middleboro (508) 747-8181

* Photo by Jennifer Gunn

Associate Agent

Chad Meyer Easthampton (413) 203-5180

Andrew Brodeur Middleboro (508) 747-8181

Diane Mason-Arnold Southwick (413) 569-2307

Maureen O’Mara Williamstown (413) 458-5584

Josh Nadeau Easthampton (413) 930-4488

Kevin Sullivan Middleboro (508) 998-0512

John Pagliaro West Springfield, MA Granby, CT (860) 653-3300

Thomas Carroll Worcester (508) 752-3300

Bob Sinopoli Great Barrington (413) 528-1710

Jason Charette North Andover (978) 208-4713

Dale Johnson Topsfield (978) 887-8304

Steve Charette General Agent North Andover (978) 686-0170

Dominic Sinopoli Great Barrington (413) 207-5044

Richard Simonian Northborough (508) 393-9327

Don Ludwig Westford (978) 467-1001

Martin West Marlborough (508) 485-3800

Jeff Pichierri Northborough (508) 393-9327

Jonathan Stewart Westford (978) 467-1001

Fall|2016 All coverages are subject to the terms and conditions of the policy in the year of its issue. Products may vary by state. Certain products may not be available in all states. Property/casualty products offered by Farm Family Casualty Insurance Company and United Farm Family Insurance Company. Life products offered by Farm Family Life Insurance Company. Home Offices: Glenmont, New York.

93676

Business Focus

Is Direct Mail Back?

Here’s how to make direct mail work for you.

By Rieva Lesonsky

W

ith email marketing, social media marketing, and online marketing grabbing most of the attention in recent years, you might think direct mail marketing is an outdated concept. Think again: Direct mail is enjoying something of a renaissance in both the B2B and B2C worlds, thanks in part to (surprise!) young consumers. Here’s what you need to know to make direct mail work for you.

Business-to-Business (B2B) B2B marketers are planning to incorporate more directmail into their marketing efforts in the coming year, says a study by Demand Gen Report. Currently, fifteen percent of study respondents are using direct mail, and that number is projected to grow. One marketer told Demand Gen that her company’s direct mail efforts enjoy a 10–15 percent conversion rate. Overall, the study found, direct mail is a successful conversion driver — in fact, 21 percent of marketers say it’s

their most effective conversion tactic.

B2B marketers find direct mail an effective way to stand out from the pack because today’s buyers are so swamped with email they can barely clear their inboxes. But you can’t use yesterday’s direct mail tactics and hope to succeed. To make direct mail work for B2B: • Use direct mail later in the sales funnel. Direct mail works best as a nurturing tactic, rather than as a leadgeneration tool. Use digital methods to drive leads, and then follow up on those leads with direct mail.

• Tailor the direct mail piece to the prospect’s interests, needs, and stage in the sales journey. You can get this information from how they have engaged with your business online, such as what content they’ve viewed or downloaded from your website, how they interact

Prides Corner Farms We are all about You need fewer hassles You need someone who will listen You need a partner that believes in you You need someone who has your back You need product that will not be in big box stores You need a company that will be there now and in the future

We Live This Everyday!

Call (800)437-5168 www.pridescorner.com |26

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with you on social media, and what sites referred them to your website.

•

Develop a mix-and-match packet of direct mail pieces that can be combined to suit the needs of different types of prospects at different stages in the game. This will help keep your costs manageable while providing flexibility.

Business-to-Customer (B2C) In the B2C environment, direct mail is finding success with a surprising target market: consumers aged nine to 21.

For this age group, physical mail from companies isn’t annoying junk mail, but a rare treat. In fact, a whopping 83 percent of this age group say they “love getting stuff in the mail,” reports new research from Mintel.

Mintel, which dubs this group the iGeneration or iGen, has some theories about why direct mail works so well with them. They love social media, but think of it as a place to connect with others and be entertained, not a place to be marketed to. They also value personal connections; a direct mail piece that feels more personal than a digital missive can help build a connection with your brand.

To make direct mail work for younger consumers: • Think visually. This age group is visually oriented — they’re used to communicating with gifs, selfies, and emojis. Your mail piece needs to grab attention without using a lot of words. Postcards, colorful mailers, and big graphics will spark their interest.

•

Embrace diversity. iGen is a culturally diverse group, so your images should reflect that reality.

•

Honor the personal. Build relationships by sending direct mail around personal anniversaries such as birthdays or the anniversary of a purchase.

For both types of target markets, the biggest key to success: Incorporate direct mail into an integrated marketing approach that includes email, online marketing, social media, and (for B2B) phone calls. All of these channels should reinforce each other’s messages to help build lasting customer relationships.

Rieva Lesonsky is CEO and president of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Follow Rieva at Twitter.com/Rieva and visit SmallBizDaily.com to sign up for her free TrendCast reports.

She’s been covering small business and entrepreneurial issues for more than thirty years, is the author of several books about entrepreneurship, and was the editorial director of Entrepreneur magazine for over two decades.

Fall|2016

Need a lender who understands

you?

In a business as specialized as yours, you need a leader that specializes, too. We’re ready to talk to you about all your financing needs. Call us today!

Loans for: Facility expansion / Inventory / Equipment Lines of credit / Equipment leases

Bedford, NH ∙ 800.825.3252 Claverack, NY ∙ 800.362.4404 Dayville, CT ∙ 800.327.6785 Enfield, CT ∙ 800.562.2235 Middleboro, MA ∙ 800.946.0506 FarmCreditEast.com

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27

MNLA News

USDA NIFA Grant Focuses on Pollinator Protection

New England Wetland Plants, Inc.

maintain healthy plants and landscapes while also sustaining and improving the health of pollinators,” said Craig Regelbrugge, senior vice president, AmericanHort.

In 2015, the Horticultural Research Institute (HRI) dedicated $161,000 to five research projects as part of the Grow Wise, Bee Smart pollinator stewardship initiative. The research generated the preliminary data needed to shape and justify the SCRI grant objectives, and these scientists are key members of this arge collaboration.

USDA NIFA funded 19 projects — a total of $36.5 million — as part of the 2014 Farm Bill’s Specialty Crop Research Initiative. Other funded projects HRI sees as important for our industry include a workshop to identify knowledge gaps for downy mildew on horticultural crops, also facilitated by the IR-4 Project, and brown marmorated stink bug management in specialty crops at North Carolina State University.

The Horticultural Research Institute (HRI), the research affiliate of AmericanHort, has provided over $7 million in funds since 1962 to research projects covering a broad range of production, environmental, and business issues important to the green industry. Over $10 million is committed to the endowment by individuals, corporations, and associations. For more information about HRI, its grant-funded research, scholarships, or programming, visit www.hriresearch.org or contact Jennifer Gray at (614) 884-1155.

Wholesale Native Plant Nursery

See us at New England GROWS to get your pollinator kit.

More than $2.8 million has been awarded towards pollinator protection in ornamental horticulture through the USDA National Institute of Food and Agriculture (NIFA) Specialty Crop Research Initiative (SCRI). The funds will be distributed over a period of two years, with additional funds available over a total five-year period, to a collaboration of researchers facilitated by Dr. Cristi Palmer, IR-4 Project.

The research will further define pollinator attractiveness of landscape plants to help increase the supply of nutritious forage for bees and to identify key plants for targeted integrated pest management approaches to reduce pesticide risk to bees.

Pesticide residue analysis will also be included.

A significant effort will be devoted to determining consumer preference of plant labeling, education, and development of pollinator protective language. Bumble bees and native bees will be the focus, since managed honey bees are rarely, if ever, utilized in the green industry. The results will directly benefit nursery and greenhouse growers, the landscape industry, garden centers, and consumers.

“AmericanHort and HRI see this project as critical toward providing our industry the guidance it needs to produce and

Your source for...

Trees, Shrubs, Ferns, Flowering Perennials, and Grasses Coastal and Inland Wetland Plants Specialty Seed Mixes Coir Logs, Straw Wattles, Blankets and Mats

PLANT SOMETHI N

G

pl a n t s

a. o m e t hin g m

org

PlantSomethingMA Accomplishments

820 West Street, Amherst, MA 01002 Phone: (413) 548-8000 Fax: (413) 549-4000 Email: info@newp.com Web: www.newp.com

|28

•

Resource Guide with bench card templates, Pledge to Plant Something for Pollinators flyer and postcards

•

Social Media Guide

•

Drip Irrigation brochure

•

Marketing materials

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Advertiser Index

MARKETPLACE

A&B Insurance Group . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Acorn Tree and Landscape . . . . . . . . . . . . . . . . . . . . . . . 31 Amherst Nurseries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Arborjet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Bigelow Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Cavicchio Landscape Supplies, Inc. . . . . . . . . . . . . . . . . . . 7 Fairview Evergreen Nuseries . . . . . . . . . . . . . . . . . . . . . . 11 Farm Credit East . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Farm Family Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Motz & Son Nursery

Ideal Concrete Block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Wholesale Growers of ...

Milton Cat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Shade and Flowering TreeS FruiT TreeS dwarf, Semi-dwarf & Standard combinaTion FruiT TreeS (4 in 1) eSpalier appleS Semi-dwarf, combination & one Variety

Motz & Son Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 New England Wetland Plants . . . . . . . . . . . . . . . . . . . . . . 28 Northeast Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Prides Corner Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

walnuTS and FilberTS

Sylvan Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

deciduouS ShrubS

Valley Green . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Write for our stock and price: 11445 N.W. Skyline Blvd.

Portland, Oregon 97231

Weston Nurseries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Phone 503-645-1342 Fax 503-645-6856

Hortus Humorous

For Advertising Information—

Call Debbie Rauen (817) 501-2403

debbie.parksandrec@yahoo.com

Summer|2016

|

29

My Favorite Plant

Astrantia is an attractive and versatile addition to any garden.

A

strantia deserves wider use in the perennial border, as both its foliage and flowers offer interesting texture in the garden. Native to the moist mountain meadows and woodland clearings of Europe and western Asia, it has enjoyed popularity in England as a cottage garden plant. Its common name is masterwort.

A member of the carrot family, it forms an 18-inch-tall basal clump of deeply divided deep-green leaves (3-6 inches long), palmate in form, with three to seven (typically five) toothed lobes. In late spring to early summer, 24-inch wiry, branched stems produce interesting flower heads 2-3 inches in diameter.

Each flower head features dense, compact, domed umbels with a delicate pincushion-like center surrounded by a showy collar of papery, petal-like, creamy white, involucral bracts.

Flowers are long blooming — often for four weeks or more — and attract butterflies. The bracts remain attractive long after peak bloom. Clumps will widen politely over time, but are in no way invasive.

Varieties that are readily available include ‘Roma’ which typically grows to 20-25 inches tall. Its rose pink florets are subtended by a showy ruff of papery, horizontal, light silverpink bracts. ‘Star of Beauty’ has mauve pink florets above white bracts tipped in burgundy. ‘Hadspen Blood’ and ‘Ruby Wedding’ offer the deepest red color.

|30

In addition to its fine foliage and flower qualities, Astrantia suffers no serious insect or disease problems. Hardy to Zone 6, it is an excellent addition to the moist areas in partly shaded or woodland gardens. Planted near a patio or walkway, you can marvel at the intricate detail of this unique flower. It is very adaptable to growing in containers. The flowers can be cut for bouquets and are excellent for dried flower arrangements.

Gaele McCully, MCLP, is part of the landscape design team at Mahoney’s Garden Centers.

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Harvard, MA • Tel: 978.635.0409 • Fax: 978.635.9840 • acorntree@me.com )BSWBSE ." t 5FM t 'BY t BDPSOUSFF!BPM DPN

Servicing the green industry for over 30 years

Landscape Contractors

Golf Course Superintendents

Lighting and Irrigation Designers

Masons

Arborists

Turf Managers

Growers

Retailers

6 Dearborn Rd, Peabody, MA 01960 -

(978) 535-6551 www.northeastnursery.com