Bridget Behe, Lloyd Traven to Speak at 2019 Farwest Show
Bridget Behe, Ph.D., professor of horticultural marketing at Michigan State University, will deliver two retail-garden-center-focused addresses on merchandising and pricing at The Farwest Show, taking August 21-23 at the Oregon Convention Center in Portland, Oregon. The talks intend to help retailers improve marketing strategies and mix in connecting with consumers at point of sale and relative plant pricing.
Behe’s first talk, “Build a More Shoppable Space,” will be presented from 8:30-9:30 a.m. on Thursday, August 22. From recent eye-tracking research findings in her consumer studies, Behe will explain how to create a more compelling retail space. The session will help improve retail marketing strategy by incorporating research-based information on consumer preferences.
Her second presentation, “The Art and Science of Plant Pricing,” is scheduled for 12:30-1:30 p.m. on Thursday, August 22. Behe will discuss pricing concepts and share research-based findings on how consumers react to pricing in communications. For retailers, as well as growers and wholesalers, pricing remains an important part of the marketing mix.
Behe teaches courses on marketing and management for horticulture majors at Michigan State University and speaks to professionals and industry groups nationally and internationally. She has conducted more than 100 consumer and market research projects on horticultural products, both edible and ornamental, and has written more than 500 publications in the trade press and in peer-reviewed journals.
Lloyd Traven of Peace Tree Farm LLC will deliver a talk on the do’s and don’ts for launching new plants into the horticulture marketplace. “Bringing the Next Big Thing to Market,” is scheduled for 8:30–9:30 a.m. on Wednesday, August 21. The session will highlight the essential components of plant introductions, giving breeders, growers, and retailers valuable insight that can make the difference between success and failure.
Traven, president of Peace Tree Farm LLC, and his wife, Candy, established the company in 1983. He attended graduate school at Cornell University and was assistant to the president for special projects at Ball Seed before that.