Importance of Horticulture and Perception as a Career

Abstract

<jats:p>The American Society for Horticultural Science (Alexandria, VA) and Longwood Gardens (Kennett Square, PA) engaged FleishmanHillard (FH, Washington, DC), a nationally recognized communications and marketing firm, to conduct research with internal and external audiences to determine the public perception of horticulture and careers in horticulture. Through stakeholder focus groups and general public online and phone surveys, the importance of horticulture, career perceptions, and the need for the promotion of horticulture were examined. Students, faculty, industry, and administrators in horticulture have a broad understanding of the field, much more than the public, especially young, ethnically diverse, and lower income participants. Although lack of public awareness is one of the biggest challenges in horticulture, it is also its greatest opportunity. Sixty-five percent of all phone survey participants as compared with 41% of 18–24 years old revealed a general awareness of the word horticulture. General public found agreement (48% to 59%) with four statements about the essential, universal, and invaluable worth of horticulture; however, strong agreement was less, ranging from 26% to 46%. Only 26% of respondents felt strong agreement with the statement, “Horticulture is a diverse area of study, and it offers viable, fulfilling, and respected career paths that I would recommend to others.” The research found strong stakeholder support for a national promotion of horticulture.</jats:p>

The Downward Trend in Postsecondary Horticulture Program Availability between 1997 and 2017

“…Fewer college and university programs, coupled with negative enrollment growth at most of these institutions (Reed et al, 2016), yield fewer horticulture graduates to meet the demand for an educated workforce. As several reports argue, there are already too few students graduating in horticulture to meet industry needs (Bradley et al, 2003;Higgins, 2018;Meyer et al, 2016). One unfortunately held view is that horticulture degrees are unnecessary because they lead to low-wage jobs that may not support an individual's lifestyle (Higgins, 2018;Loose, 2012;Meyer et al, 2016).…”

“…As several reports argue, there are already too few students graduating in horticulture to meet industry needs (Bradley et al, 2003;Higgins, 2018;Meyer et al, 2016). One unfortunately held view is that horticulture degrees are unnecessary because they lead to low-wage jobs that may not support an individual's lifestyle (Higgins, 2018;Loose, 2012;Meyer et al, 2016). Because employers are forced increasingly to hire individuals lacking formal horticulture education, the devaluation of a horticulture degree could increase even further.…”

“…ollege horticulture programs face a number of threats, including declining enrollment in both 2-and 4-year programs, reduced budgets, loss of identity through mergers and consolidations, a perceived low regard for the discipline of horticulture in the wider field of biologic sciences, and negative press in print and online media (Bradley et al, 2003;Higgins, 2018;Loose, 2012;Meyer et al, 2016;Reed et al, 2016;Smith, 2001Smith, , 2014. Failure to address these challenges effectively could result in decreased resource allocation, replacement of retiring full-time faculty with adjunct instructors, loss of full-time faculty positions, reduced course offerings, and even elimination of entire programs (Hughes, 2001;LaWell, 2011;Reed et al, 2016;Smith, 2001).…”

“…Failure to address these challenges effectively could result in decreased resource allocation, replacement of retiring full-time faculty with adjunct instructors, loss of full-time faculty positions, reduced course offerings, and even elimination of entire programs (Hughes, 2001;LaWell, 2011;Reed et al, 2016;Smith, 2001). During the past two decades, several reports have identified creative responses to these challenges, which include a shift in focus toward making programs more attractive to an increasingly urban student demographic, active marketing campaigns, and leveraging industry partnerships (Bradley et al, 2000;LaWell, 2011;Meyer et al, 2016;Miller, 2011;Reed et al, 2016;Smith, 2001). Although a recent summary of declining enrollment trends in horticulture is available (Reed et al, 2016), and anecdotal evidence suggests that threats to college horticulture programs continue, the lack of data on the number of programs through time has made it difficult to draw meaningful conclusions regarding the viability of postsecondary horticulture offerings at U.S. institutions.…”

Relationship between High School Student Participation in State-level Future Farmers of America Career Development Events and Matriculation at the Host University: A Case Study in Horticulture at Kansas State University

“…A need exists to increase student exposure to and understanding of horticulture, and participation in horticulture CDEs may be one of many ways to contribute to this goal. An online survey of horticulture stakeholders (n = 487) found that 54% of the respondents consider horticulture education and awareness as the biggest challenge facing the horticulture industry (Meyer et al, 2016). One way to facilitate and encourage high school students to consider horticulture as a career would be to focus on and increase student exposure to horticulture knowledge and career opportunities at the middle and high school levels, as talent recruitment begins before college admission (President's Council of Advisors in Science and Technology, 2012).…”