Inside the Green Industry: A Lifelong Journey in Horticulture with Dr. Michael Martin
S01:E03

Inside the Green Industry: A Lifelong Journey in Horticulture with Dr. Michael Martin

Seneca, South Carolina
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Episode description

Blooms and Beyond - Season 1, Episode 3

Episode Title:

“Inside the Green Industry: A Lifelong Journey in Horticulture with Dr. Michael Martin”

Episode Description

What does it take to turn a childhood love of plants into a lifelong career? In this episode, Dr. Ping Yu sits down with her dear friend and colleague Dr. Michael Martin, Science Research and Regulatory Programs Director at American Hort and the Horticultural Research Institute (HRI). From sticking azalea cuttings at age five to becoming the ultimate “matchmaker” between growers and researchers, Michael shares the winding path that led him through agricultural education, nursery inspection, native plant nursery ownership, and a PhD at the University of Georgia.

Discover what really goes on behind the scenes of the green industry—from the 18-month journey a geranium takes to reach your local garden center, to the family legacies passed down through plant cuttings for over a century. Michael offers invaluable advice for anyone considering a career in horticulture: work for others first, embrace learning, and never underestimate the power of showing up in person.

Listen Time: ~55 minutes

In This Episode

Featured Guest

  • Dr. Michael Martin - Science Research and Regulatory Programs Director, American Hort and Horticultural Research Institute (HRI). Lifelong horticulturist with experience spanning nursery inspection, native plant nursery ownership, and academic research.

Main Topics

Meet Michael Martin (01:24 - 02:05)

  • Current role at American Hort and HRI
  • Started in horticulture at age five, sticking azalea cuttings
  • “Every job I’ve had has been directly related to the horticultural industry”

What is American Hort? (02:46 - 05:35)

  • National Trade Association for nurseries, greenhouses, and independent retailers
  • Legislative arm with lobbyists in Washington, D.C.
  • Currently addressing cotton jassid (two-spotted cotton leafhopper) in the Southeast
  • Service organization helping growers with pest, disease, and regulatory issues

The Horticultural Research Institute (HRI) (04:18 - 05:35)

  • Research foundation arm of American Hort
  • Provides scholarships, research grants, and leadership academy
  • 100% industry-supported—no federal or state funding
  • Michael’s role as “matchmaker” connecting growers with researchers

Michael’s Career Journey (06:02 - 10:42)

  • Mentors: Bob and Bill Head at Head-Lee Nursery, Jeff and Lisa Beasley at Transplant Nursery
  • High school ag teacher in Walhalla, South Carolina showed horticulture as a career
  • Bachelor’s and Master’s at Clemson University (agricultural education focus)
  • Taught for one year, decided it wasn’t for him
  • Worked as nursery inspector in South Carolina for five years
  • Started native plant nursery serving Lake Keowee riparian zone requirements (10 years)
  • PhD at University of Georgia under Matthew Chappell
  • Connected through Paul Thomas (“PT”) in a chance hallway encounter

The Journey of a Plant (11:43 - 14:37)

  • Geranium cuttings for Spring 2026 are being produced now (September 2025)
  • Cuttings produced in Central and South America, shipped to U.S. for finishing
  • 6-8 month journey from cutting to consumer purchase
  • Plant breeders work 5-10 years ahead developing new varieties
  • “Hundreds, if not thousands of people involved” in getting one plant to market

Favorite Plant: Tricyrtis (Toad Lilies) (16:23 - 18:05)

  • Purchased for 25 cents at Park Seed grower’s days as a child
  • Either Tricyrtis hirta or T. formosana ‘Stolonifera’
  • Still growing on family farm 30-40 years later
  • Shade plant that flowers in fall
  • Symbolizes good fortune, prosperity, elegance, and long life in Asian culture

Family Plant Legacies (18:40 - 20:49)

  • Philadelphus odorata (mock orange) passed through four generations
  • Mother’s cutting came from grandmother in Greenville, SC
  • Plant has been in family for over 100 years
  • Shortia galacifolia (Oconee bells) story: lost for 100 years after Asa Gray’s pressed specimen was sent from England to France, rediscovered by child playing in woods

Green Industry Status (21:16 - 24:28)

  • Industry did “phenomenally well” during and after COVID
  • Many discovered indoor gardening and gardening in general
  • Curbside pickup became permanent sales methodology for some nurseries
  • 2025 has been a “good year”—not great, not terrible
  • Fall is best time to plant, though consumers prefer spring

American-Made vs. Imported Plants (24:28 - 29:03)

  • Trees and woody shrubs: predominantly sole-source produced in U.S.
  • Herbaceous annuals: cuttings mostly from Central and South America
  • Day length and temperature requirements make offshore production practical
  • Poinsettia cuttings produced in Central/South America during summer
  • “You can put a thousand cuttings in a regular cardboard box”

Quality Standards Evolution (29:43 - 31:00)

  • 20 years ago, quality standards had to be written into contracts
  • Now high quality is the expectation and industry norm
  • Growers “pride themselves on having high quality plants”

Trade Show Changes (31:00 - 33:53)

  • Named varieties were rare when Michael started; now they’re expected
  • Trade shows have consolidated due to cost
  • Growers have become “more selective in the shows that we exhibit at”
  • Some growers used to do 8-10 shows per year

Industry Challenges (33:54 - 36:55)

  • Labor is the biggest issue
  • Legislative team working on H-2A and H-2B visa programs
  • Automation increasing, particularly for jobs with higher injury rates
  • Phytosanitary work offers excellent job security
  • Cotton jassid currently affecting Southeast (cotton, okra, ornamentals)

Researcher-Grower Relationships (37:44 - 40:22)

  • “Call. Call the grower and say, ‘Hey, can I come and meet you?’”
  • Growers want to see your face and know you care
  • Walking the rows reveals information they won’t share over phone/email
  • Anecdotal observations can become research opportunities
  • Growers want to be involved and see how their support is used

Career Opportunities (42:51 - 45:00)

  • Sales representatives (may never see a plant)
  • Input suppliers: containers, substrates, fertilizers, tags/labels
  • NFC tags for plant data—new technology
  • Plant breeders, facility engineers
  • Area growers → section growers → head growers

Succession Planning (46:50 - 50:30)

  • Many owners aging out of the industry
  • Traditional transfers: family to next generation
  • Non-traditional transfers: leadership or outside parties take over gradually
  • American Hort provides roadmaps for both types
  • May be 10-year gradual transition plans
  • “Start putting feelers out” at trade shows if interested in ownership

Advice for Young Growers (50:30 - 53:33)

  • Work for somebody else first—don’t open your own business day one
  • Some family operations require 5-10 years elsewhere before joining
  • Go on nursery and greenhouse tours, take pictures
  • Join associations: American Hort, IPPS, state associations
  • “That knowledge, that information that they have as growers, that is so valuable that I honestly can’t put a price on it”

Key Quotes

“I am currently the Science Research and Regulatory Programs Director with American Hort in the Horticultural Research Institute, HRI. I have been working in the horticulture industry almost my entire life. One of my first jobs was when I was five, sticking azalea cuttings, because that was the easiest job I could do.” — Dr. Michael Martin

“There is nothing wrong with deciding, ‘Hey, this is not where I want to be. I need to go back and look at something else.’” — Dr. Michael Martin

“When you go to buy, let’s say, a geranium in the spring, that’s the finish line for that plant… The companies that produce the cuttings for the geraniums, they’re producing those cuttings for the spring of 2026 right now.” — Dr. Michael Martin

“This plant, through its lineage, at least for a hundred years, has been in our family. And so, like you…, I like the history of plants just as much as I do the plants themselves.” — Dr. Michael Martin (on his family’s Philadelphus)

“They are your competitors, but they’re happy to help you because your success is their success.” — Dr. Michael Martin

“Work for somebody else first. That is my first suggestion. Don’t open your own business day one. Go get experience.” — Dr. Michael Martin

Educational Highlights

What is American Hort? The National Trade Association serving nurseries, greenhouses, independent retailers, and anyone working in ornamental horticulture. They advocate for the industry through legislative efforts, provide regulatory guidance, and help growers navigate challenges like pest outbreaks and policy changes.

What is HRI (Horticultural Research Institute)? The research foundation arm of American Hort that provides scholarships, research grants, and leadership development. Entirely industry-funded, HRI connects growers with researchers to solve real-world production challenges.

Plant Production Timeline

  • Spring annuals: Cuttings produced 6-8 months ahead in Central/South America
  • Woody plants: Even longer production cycles
  • New varieties: 5-10 years of breeding and development before reaching market

Phytosanitary Work Plant health inspection and protection, including disease, insect, and invasive plant monitoring. Career opportunities exist at state level, federal level (USDA APHIS PPQ), and within large nursery operations.

Key Agencies & Organizations Mentioned

  • USDA APHIS - Animal and Plant Health Inspection Service
  • PPQ - Plant Protection and Quarantine (division of APHIS)
  • National Plant Board - State plant health regulatory officers
  • SPHDs - State Plant Health Directors (federal officers in each state)
  • IPPS - International Plant Propagators’ Society

Succession Planning Types

  • Traditional: Family-to-family generational transfer
  • Non-Traditional: Transfer to non-family leadership or outside parties, often through gradual multi-year transition plans

Plant Spotlight 🌿

Tricyrtis (Toad Lilies)

  • Native to Japan (T. hirta) and China/Taiwan (T. formosana)
  • Shade-loving perennials that bloom in fall
  • Orchid-like flowers with spotted patterns
  • In Asian culture: symbolize good fortune, prosperity, elegance, and long life

Shortia galacifolia (Oconee Bells)

  • Very limited distribution in northern South Carolina
  • Lost to science for 100 years after botanist Asa Gray’s pressed specimen was sent from England to France
  • Rediscovered when a child brought flowers home from the woods
  • Example of how plant history connects us to botanical exploration

Resources & Links

American Hort:

Visit the Show:

  • Website: bandbpod.com
  • Show notes and additional resources at bandbpod.com

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  • Subscribe to the podcast
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About Blooms and Beyond

Blooms and Beyond is a podcast that covers plant history, culture, and management through the lens of science. Whether you’re a commercial grower looking for management solutions, a student exploring horticulture careers, or someone who just loves plants and their stories, you’ll find something here for you. Hosted by Dr. Ping Yu from the University of Georgia, each episode features interviews with experts who bring enchanting stories, pioneering research, and practical wisdom from the world of horticulture.

Your Takeaway: When you walk away from each episode, commercial professionals should have at least one piece of advice to help with production, and plant enthusiasts should have one cool fact to share about plants. Because that’s how we spread plant power to a larger audience and make the environment a little bit better.

Credits

Host: Dr. Ping Yu Featured Guest: Dr. Michael Martin, American Hort / HRI Producer: Rich Braman

Episode Release Date: December 7th, 2025 Episode Length: 55:30

“Till next time, stay healthy and go plants!” 🌱🌻🌿