FCI Founder: ‘Horticulture offers an endlessly interesting career pathway’

Debbie Hamrick launched FloraCulture International at the November 1990 Internationale Bloemen-vaktentoon- stelling Aalsmeer (International Flower Exhibition Aalsmeer).

Debbie Hamrick founded FloraCulture International in 1990 to serve growers, traders, and other stakeholders within global ornamental horticulture. It has been an honour, privilege, and joy for her, she says, revealing what makes her tick, saying, “My sweet spot, as we say in the USA, is in curating information to provide an intellectual product that stimulates thought in the audience on topics that interest me.”

FloraCulture International Founder: Debbie Hamrick

From early childhood, Debbie Hamrick loved plants and appreciated being outdoors, especially when lending her grandparents a helping hand in their vegetable garden in Robeson, North Carolina.

So, rather unsurprisingly, she initially chose to study forestry but later switched to horticultural science at the College of Agriculture and Life Sciences (CALS).
After graduating in 1981, Hamrick, blessed with an innate curiosity and love for networking, started her career in journalism, working her way up from a staff writer to the editor of GrowerTalks magazine in Chicago, Illinois.

She launched FloraCulture International magazine at the November 1990 Internationale Bloemenvaktentoonstelling Aalsmeer (International Flower Exhibition Aalsmeer). The idea then was the same as today: to provide growers, traders, and all other green professionals worldwide a platform for exchanging opinions and knowledge findings, spiced up with monthly columns in which knowledgeable outside contributors discuss events and other key issues affecting the horticultural industry.

In 2004, the North Carolina Farm Bureau (NCFB) appointed Hamrick as a director of speciality crops. In the background, she was still helping Lena Fenton transition into her new role as FCI editor. Finally, in the 2005 June issue of FloraCulture International, she wrote her last editorial column thanking the readers for letting her be a part of their professional life for so many years.

FloraCulture International: What is your proudest contribution to the industry, or what motivates you?

Debbie Hamrick: “My proudest contributions to the industry and my motivation are from facilitating the exchange of ideas. I am happiest when sitting among a group of people talking lively about a topic and learning from one another through each person’s experiences and thoughts. The best parts of my career have all involved an aspect of that: providing content to an audience that causes the audience to learn and grow in some capacity. My work at Ball Publishing through GrowerTalks, FloraCulture International (FCI), Green Profit, GrowerExpo, the Plug and Cutting Conference, the Ball Redbook, and other events and books that we published all filled that role. While at NC Farm Bureau, I started NewTerrain, an e-newsletter published for three years through Ball Publishing about functional landscapes and green infrastructure. I also organised the Water Symposium for the NC Green Industry Council for many years, which focused on green infrastructure. My sweet spot, as we say in the U.S., is curating information to provide an intellectual product that stimulates thought in the audience on topics that interest me. I have also done this frequently as a speaker at industry events in North Carolina, the U.S. and worldwide.”

Why the name FloraCulture International?

“I had travelled a couple of times to Europe to see floricultural greenhouse production, primarily in Denmark. The Danes, wow! They’re so well organised and of such high quality. It was just before the European Union’s formation and the Euro’s introduction. English was taught in most schools, and it seemed that many of the growers I met were interested in information about the industry from other countries. There was also a robust trade show circuit in Europe that provided events for content and many experienced journalists available for freelance writing. Ball Horticultural Company, the largest privately held horticultural company worldwide, owned the magazine I edited at the time, GrowerTalks. Since Ball had employees and companies in multiple countries, the idea of having an international publishing product seemed normal.

“So, I put a business plan together. Our strength was editorial content, and we located a joint venture partner, Watt Publishing, that had international expertise in advertising sales with a multilingual sales force in the Netherlands and England. We contracted advertising sales in Japan, Taipei, Israel, and Colombia. GrowerTalks handled advertising sales in the U.S., Canada, and Mexico. Our stable of journalists primarily resided in Europe, with contributors in Africa, Australia, South America, and Asia.

“FCI was originally “Flower & Plant International” in the business plan. However, when we were researching trademarking the name and logo, that name was already taken. We ended up coining our own word: FloraCulture. It was a play on floriculture. We were able to protect it as our intellectual property. We picked blue for the logo because it is often thought of as the colour of business.
The magazine has covered the worldwide floriculture industry for more than 30 years. That is quite a run!”

Hamrick’s position as FCI Editor saw her travelling the world. Here, she is pictured during a business trip to Japan.

Who has been your greatest inspiration?

“One of my happiest moments in starting up FCI was when Hans de Vries, one of the Netherlands’ top producers, agreed to write an editorial column for each issue. His dry wit and cutting insights into the business of being a grower were popular in the Dutch trade press. When I landed in the Netherlands from the U.S., I often stopped by to see Hans at the greenhouse first thing in the morning to have a great cup of coffee.

“His insights into the fundamentals of the structure of the floriculture business and its benchmarks for success were unequalled. I gave him the last word in the magazine—the last page—a coveted editorial spot. FloraCulture International is an ally to the grower. Hans ensured that. He had no problem telling me what he thought and where we and I needed to improve. I cannot thank him enough for his candour and insights.

“We put Knud Jepsen from Denmark on the cover of our launch edition in January 1991. His greenhouses near Aarhus have been a bellwether for flowering potted plant growers worldwide. He is a fantastic businessperson. Knud made kalanchoe into the flowering potted plant staple today through rigorous breeding programs, creative packaging, and marketing. Today, Jepsen’s ‘Queen’ Kalanchoes are known throughout the industry.

“I have been fortunate to have several mentors, including my husband, grandmother and many industry colleagues and professors. All have provided me with inspiration, guidance and advice through the years.

My greatest inspiration comes from the energy and passion of those I work with through intellectual exchanges of ideas and trends, growers and farmers on the front lines dealing with the onslaught of daily issues and markets, and friends who bring their experiences and passions into our relationship for me to build upon. I also find inspiration in managing the living choreography of plants in my garden. To nurture a regenerative space that grows with you is awe-inspiring.”

What’s changed in ornamental horticulture in the past 23 years?

“The problems presented and discussed in FCI today are similar to those from the 1990s. We have different methods of dealing with them now and much better technology, resulting in higher quality plants and flowers for consumers. Nevertheless, the fundamental issues are the same.

Three of the biggest game-changers in my mind are:
1) Information has become as important as the product itself. For growers, knowing what is selling, exactly where and at what price enables them to replenish stock in a timely manner. Producing the crop is not a problem; selling what you have is the issue. Information is how modern producers maximise sales for their customers and themselves.
Increasingly, information about how the product was grown, where it originated, and other features travel with it to the point of sale (POS). For mainstream consumer products, information and transparency are the ante to enter the retail marketplace. Along with this are a host of programs to authenticate and audit the accuracy and truthfulness of the information that is provided.

2) Government policy is more important today to what is and is not possible in the floriculture and ornamental horticulture industry than ever before. There is both good and bad in that.
The good is that by now, hopefully, there is more consistency and reciprocity in how countries conduct trade oversight. In terms of how growers are able to produce crops, governments may control factors like which pest control products are legal to use, how much water is allowed for crop growth, or how much nitrogen or phosphorous is in the effluent that leaves the greenhouse. Governments also have a say in how long workers are able to work in a day, what the conditions of that work can be and even where greenhouses can be located and how they are constructed, and on and on. Here in the U.S., we currently see that our Department of Labor (DOL) is ramping up inspections and actions in industries like agriculture with outdoor workers. DOL is looking for situations where workers are exposed to heat hazards and may be in danger. The agency is developing rules that may cause significant changes in how agriculture and the horticulture industry are able to operate in the future. The readers of FCI know that growers working through associations as an industry are vital to the long-term health of the horticulture industry in speaking out on behalf of producers.

3) There is a motivational speaker in the U.S., Jim Rohn, who likes to say, “You are the average of the five people you spend the most time with.” The people you spend the most time with shape who you are, so it is important to be wise and surround yourself with the right people. If you extend that idea to how we live our lives today, ask yourself: What five websites/media feeds/social media do I consume the most? Ask yourself how the algorithms that control what you see in those five feeds influence what you think, what you do and where you spend your money. Algorithms dictate what you have access to in running your business, how you market your product, what the world thinks about you and your company, and so on. To make this even more complex, think of how AI will be an influence. This type of invisible hand that affects everything is poorly understood. It is new, and no one knows where it all may go. What we consume online can determine our course. Each of us has new life and business partners based on what we consume online.”

In your role as Director of Specialty Crops of the North Carolina Farm Bureau Federation, could you provide a snapshot of ornamental horticulture in the U.S.?
“Ornamental horticulture in the U.S. is strong today. Production is up. Demand is good but still tied strongly to weather. Rainy weekends disrupt sales and cause losses that may not be made up later in the season. Drought has also affected sales regionally. Even though the weather does not always cooperate, the industry is strong.
The pandemic affected the industry here significantly. In the early days, the industry had to show they were part of agriculture and therefore considered essential. Non-essential businesses (for example, movie theatres, bars, exercise studios, etc.) were forced to close. In some U.S. locations, garden centres and other plant outlets were closed temporarily. Here in North Carolina, our Commissioner of Agriculture stood firmly with the ornamental sector to ensure that all facets were open for business. Consumers were looking for ways to spend time outdoors—we made sure they were able to spend freely to buy as many plants and flowers as they wanted.
Consumption of floricultural and nursery products during COVID grew exponentially. New consumers spent time in the garden on landscaping and other home improvement projects, growing food and enjoying cut flowers and potted plants inside. The U.S. industry saw booming sales. Fortunately, it seems most of the gains are holding. In fact, cut flower production is enjoying a renaissance among hundreds of small producers. Just about every American farmer’s market today has a plethora of fruits, vegetables, herbs and now awesome locally-grown cut flowers.
The U.S. industry has changed significantly in the past 20 years. One of the most positive changes is that as many firms have grown larger, consolidating supply, they have also been able to create new job titles and often offer career tracks that were unavailable just a few years ago. The job opportunities in American horticulture are strong, too, and they are portable between companies and across state lines. It has not always been that way.
As larger firms grow, they often focus on serving large chain outlets. In some markets, that has opened the door for new or existing smaller growers to expand into niche markets.”

Today, Hamrick is a North Carolina State College of Agriculture and Life Sciences (CALS) Distinguished Alumna. She says: “I am happiest when sitting among a group of people talking lively about a topic and learning from one another through each person’s experiences and thoughts.”

What three pieces of advice would you give to youngsters considering a career in horticulture?

“Horticulture offers an endlessly interesting career pathway. In terms of advice, once a young person knows they are interested in horticulture, first work in a horticultural job of some capacity to begin to understand more precisely why you enjoy the discipline. Knowing yourself and understanding more about who you are and what drives you will steer your future actions.

Second, with a bit of work experience and self-knowledge, consider what kind of education would serve you. There are spaces for talented individuals in the field of horticulture for plant breeders, growers, computer scientists and coders, management supervisors, marketing managers, journalists, lobbyists, non-profit executives, garden centre personnel, public garden directors, and hundreds and hundreds of other job titles. While you are learning, continue to gain work experience. The horticulture industry offers internships at companies all over the world. It is common to encounter people who have worked in horticultural internships in multiple countries. See, learn, do and go!

Third, once you land in a position, find mentors. Ideally, you will be able to identify one or more individuals that you respect outside your place of employment who are willing to be a sounding board for you. Someone who will listen and offer you a reflection of yourself to help you grow and develop your skills as an employee and a person. Seek mentors wherever you are. My mentors not only helped me but also became great friends.

Along with mentors, join local associations and horticultural groups. As an industry, we are only strong when we stand together. We do that through our organisations like mine, the Farm Bureau, nursery associations, etc. Mentors, colleagues, and professional organisations will form a professional and personal support network for you as you grow into and through your career.
Finally, throughout it all, enjoy the process. The people who become drawn to the field of horticulture are, in my opinion, the best people in the world. Choosing a career in horticulture is connecting to a worldwide kinship that cuts across geopolitical borders. In horticulture, we connect people to plants and plants to people.”

What is next for you?

“Facilitating the next generation. We have amazing young people today who are tech-savvy. I hope to be of service in helping them navigate an exceptionally complex future. In fact, as I write this, I am just back from lunch with a young person who is currently working at a local garden centre but who wishes to be a plant pathologist. She enjoys learning about plant propagation, the biology of various pests and how to control them. I invited a plant pathologist friend to join us for a sandwich lunch. She is connecting the young woman to potential opportunities for work and further educational attainment. Stay tuned!”

This article first appeared in the December 2023 issue of FloraCulture International.