November December 2024 - 6

BUSINESS MANAGEMENT
MARKET
CHANGING
Insights
of a
Using market intelligence to
boost your business
BY LILIAN SCHAER
H
orticulture is an extremely competitive
sector. Businesses must scan the industry
environment, analyze the competition and work
hard to differentiate themselves to develop a unique
value proposition. However, taking those risks can be
challenging in an environment characterized by rising
costs and tight margins.
That's where market intelligence can provide a valuable
advantage, whether a company is contemplating a new
product launch, looking for funding to support a research
project or seeking to expand its business or market.
" The need has really changed when it comes to market
intelligence and what the sector is being asked for, " said
Amy Bowen, director of consumer, sensory and market
insights at Vineland Research and Innovation Centre
(Vineland) in Ontario, Canada.
" For example, there is an increasing demand to
demonstrate sustainability. It is necessary to understand
the bigger picture and what the impacts and opportunities
are for a product or innovation, not just in primary
production but across the value chain. "
Vineland is working to improve the economic viability,
sustainability and competitiveness of horticulture in
Canada through research and innovation.
For more than a decade, its consumer and sensory
insights team has played a key role in guiding new product
6 NOVEMBER/DECEMBER 2024 GPNMAG.COM
It is necessary
to understand the bigger
picture and what the impacts
and opportunities are for
a product or innovation,
not just in primary
production but across
the value chain.
- Amy Bowen
and varietal development projects at Vineland and ensuring
delivery of what the market needs and wants.
This has gradually expanded to include project
research into consumer insights, market opportunities,
benchmarking, competitors and product trends, and
analyzing that data to help with the development of
everything from cost-benefit analysis and carbon
footprint reduction to brand insights and business and
technology roadmaps.
" The dynamicity associated with the environment and
the speed at which change happens have really increased,
and so it's all about matching that speed to ensure

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November December 2024

Table of Contents for the Digital Edition of November December 2024

Table of Contents
Editor's Report | Rethinking business practices
Business Management | Insights of a changing market
Structures | How are you maximizing production space?
Variety Information | Perennials accelerate
Cannabis Guide | Production: The journey of spray-free cannabis plants
Cannabis Guide | Lighting: Increased light intensity for cannabis
Cannabis Guide | Research: What's new in greenhouse cannabis
Great Lakes EXPO | Pest control innovations at the Great Lakes EXPO
Great Lakes Expo | Schedule at a glance
Forty Under 40 Perspectives | Overlap between the practical and the economic
AmericanHort | HRI Leadership Academy: Impacting professional and personal lives
Product Marketplace
Classifieds/Ad Index
November December 2024 - 1
November December 2024 - 2
November December 2024 - Table of Contents
November December 2024 - Editor's Report | Rethinking business practices
November December 2024 - 5
November December 2024 - Business Management | Insights of a changing market
November December 2024 - 7
November December 2024 - 8
November December 2024 - 9
November December 2024 - 10
November December 2024 - 11
November December 2024 - Structures | How are you maximizing production space?
November December 2024 - 13
November December 2024 - 14
November December 2024 - 15
November December 2024 - 16
November December 2024 - 17
November December 2024 - Variety Information | Perennials accelerate
November December 2024 - 19
November December 2024 - 20
November December 2024 - 21
November December 2024 - 22
November December 2024 - 23
November December 2024 - Cannabis Guide | Production: The journey of spray-free cannabis plants
November December 2024 - 25
November December 2024 - 26
November December 2024 - Cannabis Guide | Lighting: Increased light intensity for cannabis
November December 2024 - Cannabis Guide | Research: What's new in greenhouse cannabis
November December 2024 - 29
November December 2024 - 30
November December 2024 - 31
November December 2024 - Great Lakes EXPO | Pest control innovations at the Great Lakes EXPO
November December 2024 - 33
November December 2024 - Great Lakes Expo | Schedule at a glance
November December 2024 - 35
November December 2024 - 36
November December 2024 - 37
November December 2024 - Forty Under 40 Perspectives | Overlap between the practical and the economic
November December 2024 - 39
November December 2024 - AmericanHort | HRI Leadership Academy: Impacting professional and personal lives
November December 2024 - 41
November December 2024 - Product Marketplace
November December 2024 - 43
November December 2024 - 44
November December 2024 - 45
November December 2024 - Classifieds/Ad Index
November December 2024 - 47
November December 2024 - 48
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-december-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/new-varieties-digital-guide-2025
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/2024-guide-to-cannabis-production
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-december-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/new-varieties-digital-guide-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-april-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/2023-guide-to-hemp-production
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/2023-guide-to-cannabis-production
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-december-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-october-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/gpn-new-varieties-digital-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-april-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/hempguide-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/newvarieties-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/december-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-november-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-september-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-march-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/hempguide-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/newvarieties-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/december-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-november-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-september-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/californiaspringtrials-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-march-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/hempguide-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/december-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-november-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-september-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/californiaspringtrials-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-march-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/undercontrol-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2019
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