June 2021 - 15

DUETS
industry at long last succeeded in connecting
with this group.
I'm going to pull the lens back with the
next question to draw your many years of
industry service into the conversation. What
industry response has most surprised you
during your time in the editor's seat?
Jasmina: I mentioned it earlier, but the
use of social media has really surprised
me in really impressive ways. There are
so many companies out there that never
had social media pages, or if they did they
rarely updated them. Then quarantines and
lockdowns forced us all to communicate in
all these new, digital and virtual ways.
Not only did these companies create
profiles on Facebook, Instagram, LinkedIn,
YouTube, etc., but they used those very
platforms to show a real honest view into
their world. They were transparent. I think
our industry is one where the behind-thescenes
perspective is unknown to the public.
Gardeners, especially new gardeners, may
not be aware of all the things that go into
the creation and production of a plant. But I
flip through my Instagram feed now, and see
video stories from inside a greenhouse and
all the care that goes into the products we
find on the retail shelf.
Nowadays, consumers love a good story.
And so many people in the industry were
willing to share theirs.
Peter: Thank you for that positive reset
on social media. I find myself tainted
regarding these platforms as nastiness and
bullying practiced by cowards hiding behind
keyboards has crept into our culture. It's
caused me to respond with an adage I've
adopted for other aspects of life ... just
because we can doesn't mean we should. So
thank you for resetting my mind on social
media's powerful and positive potential.
Continuing, how will growers and farmers
adapt to the new social normal?
Jasmina: I am confident they will continue
to be nimble and prepared to adapt. If
anything, the past year was a reminder of
how quickly the market can change. We
went from complete panic in early spring
2020, not knowing if ANY plants would
sell at all, to summer and fall 2020, when
garden centers couldn't even keep their
stores stocked.
That being said, it took a lot of effort to
implement new strategies over the past year.
Things like rearranging their greenhouses to
accommodate spacing, incorporating totally
new crop categories, installing new software
that can be controlled from anywhere,
reformatting shipping departments to allow
for online sales, etc. All these new tools and
practices will continue to be useful as we
move forward.
Peter: There it is again, the recurring
theme for our conversation. Navigating the
pandemic has brought out the best in us, it
called out to us to be creative and adaptable
in order to survive. I'm hoping that at least
half and hopefully more of last year's gains
can be repeated this year. And if that turns
out to be the case, building on these gains
in 2022 could be seismic for our industry.
Next, how has the trade magazine sector
changed in recent years?
Jasmina: Just like any other industry,
the digital world has become so important.
While I will always have a deep appreciation
for reading words on actual paper (that will
NEVER go away), there has been an obvious
transition to web-based content. This isn't
anything necessarily " new. " We've been
headed down this path for years now, but
I think the pandemic definitely accelerated
this transition.
My objective as an editor has always been
to deliver informative and timely content to
our audiences, regardless of the platform.
In recent years, we have been utilizing
digital platforms more often - such as
e-newsletters, educational webinars and
videos. And I think we will continue to do so.
But don't you dare think you'll ever take
away the magazine from me! I don't know
about you, but there is just something
so meditative and tranquil about sitting
somewhere comfortable (not my desk),
turning page by page, and slowly absorbing
the words in front of me.
Peter: I'm with you, partner, I still enjoy
holding a magazine or book in my hands.
I like having the ability to quickly flip
backward or forward to find a fact, then
return to the page I'm on. My wife has
shifted completely to books on tape after
reading real books for decades. I continue
to prefer reading traditionally, although I'm
completely online for my daily news and
sports news now.
Last question, how do you envision us
returning to in-person industry events such
as trade shows and conferences, workshops,
and industry tours?
Jasmina: I wish I had a crystal ball to answer this
question. I think it will take some time for people to
feel truly comfortable being out and about in social
settings. In my perfect world, we would be at that
point already! But I know there are so many factors
to take into consideration. There will probably be a
period where industry events are more of a hybrid
type of setup - some in-person components along
with virtual elements.
There are industry events taking place in upcoming
months after a hiatus last year, and I think those
will kind of be our way of " getting our feet wet. " The
California Summer Trials will be taking place later
this month, which - from what I understand - will
be mostly outdoors. And Cultivate will follow in July.
Of course, attendance will be down from previous
years. That is to be expected. But I think these events
will provide industry members with a glimmer of
hope. Things CAN return to normal. We will get there,
but it will just take some time.
Peter: Thank you, chief, for your industry level
insight. And for your willingness to try on a different
hat for this conversation. It fits you well; your
perspective is uplifting and refreshing. You may even
have nudged this gray beard to view social media
more positively.
Meet Your
Editorial Team
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GREENHOUSE PRODUCT NEWS 15

June 2021

Table of Contents for the Digital Edition of June 2021