Horticulture vs. the New Normal

Horticulture vs. the New Normal

The world has changed dramatically in just a few weeks and months due to the global pandemic. We went from thinking it might just be one of those concerning illnesses that happens elsewhere, to having it arrive directly into our lives. Everyone has had to make massive adjustments and behavioral shifts in their personal, family, community, cultural and professional circles. We have gone from the comfortable (perhaps mistaken) assumption that our personal health and safety is largely unassailable and unlikely to be affected by any random interactions we might find ourselves involved in. Where once we might have thought nothing about a simple transaction or close, physical contact with others, now we are fearful or concerned. From my own perspective, it has been wildly uncomfortable and challenging to process and accept.

While this entire situation has been painful and unpleasant, some good has and will come of it, of that I am certain. Consider the incredible advancements we have made in working remotely, in accomplishing our tasks and going about our lives utilizing technology. We have had to become more efficient, to be more considerate of how our individual actions might impact others, and we have had to completely review how businesses operate (our own, as well as those we deal with). For myself, if nothing else, it has reinforced my conviction that the people in those industries that I have worked with are resilient and creative and, as a result, will emerge better (if perhaps a bit battered). And I am extremely grateful that it is 2020 and not 1995, as we have decent, reliable internet and technology to support our efforts.

In the coming months and years, what we consider “normal” is going to be much, much different from what we might have thought previously. The “new normal” will look and feel a bit unfamiliar (like a new pair of pants), but it won’t necessarily be impossible to accept (if we have any choice in the matter). Here is what I think the “new normal” might look like for the horticulture industries, based on conversations with industry people and observations made of adjustments that have already been projected. I’ve also included some articles and resources that I’ve come across.

Customers

Alterations:

Let’s start with where your income comes from. Your customers. Your customers will be different, somewhat; altered even. In many ways, they will be likely be slow to emerge from the distrustful mental state that we all have fallen into. They may be reluctant to interact directly with you. I’m not sure how they will feel about picking produce themselves or whether they will come out to markets in the same ways. Those are some of the downsides of all of this. But there are great positives that will likely result from the shift to the new normal.

First off, people have come to realize that their local farmers and producers matter more than ever. While their trust levels overall might be shaky, they will likely be drawn to relationships where they can place trust and feel some degree of control. You might find new customers out there. You, as a local producer, can (and do) control what they receive. You are going to have to do some consumer education on your practices (not a terrible thing – at least now they’ll be listening) and you will have to work to demonstrate that you have considered their concerns and mitigated whatever risk(s) might exist. There might need to be more signage, as well as more information provided pre- and post-sale.

New/expanded opportunities:

Consumers have experienced some serious restrictions on their ability to get out and freely enjoy life. Experts predict that their desire to enjoy the outdoors (including various things horticulture), combined with a renewed desire to garden and grow their own food, will likely be increased. If you can get past their fears of contact and get them the product that they want, you should be set. Consider ways to get your product and expertise into their hands. Solve that, and you’ll be fine.

Consumers have come to rely on pre-orders and online sales, and I don’t think that that is going to go away. Did you ever think that wasn’t something that your industry or your type of business would ever consider? Well, now is the time to consider it. Many operations are already shifting that way and are doing a great job of it.

When it comes to connecting with customers, I think that the trend will continue to shift towards electronic connections, but it will be amplified. While people may connect with you personally, it is less likely (for the near future) to be in-person. But they will be watching you online, so make the most of that. Some producers have already headed down this road. The previous article also demonstrates this.

Markets (specifically Farmers’ Markets)

It is hard to predict what consumers will have to say and think about in-person markets, but I’m going to assume that as long as they can feel assured that their safety has been considered and addressed, they’ll make it work. Again, you’ll have to prove / demonstrate to them that you’ve done your due diligence, but it’ll get there. Increasing signage, having clear protocols and strictly adhering to those protocols, and you should be fine. The good news is that you aren’t/won’t be alone in dealing with this.

Interactions with Suppliers (and other support business partners)

There have also been (and will continue to be) shifts in interactions between suppliers and yourself. In this case (in most cases), you are the customer. All you need to do is ensure that what is established by the supplier meets your needs and that you are clear on the expectations. You may have to accommodate some increased complexity, with less physical interaction, but in the long run, I think that things will be smoother and more efficient. There will be fewer physical signatures and more e-transactions, but again, that seems more efficient anyways.

From your side, you may need to ensure that suppliers (and others) can meet your individual protocols, in case some are specific or unique. That might relate to product delivery drop-off or pickup and flow through, or other logistical protocols. A bit of expanded communication should do the trick. Have a conversation with them and see if they don’t already have a solution to your problem.

Operational Protocols

One of the ways that you will be able to satisfy any regulatory, customer or supplier requirements will be by having clear and robust protocols in place. In many cases, from what I know of most operations, this is simply going to be a bit of a review of what is in place, with some specific augmentation and additions, not a complete overhaul or from-the-ground-up build. Look at your existing health, safety and sanitation protocols, from the perspective of yourself as owner/manager, but also look at it from someone on the ground that is tasked with implementing or living right in the middle of those protocols (e.g. your employees or customers). What needs to change to ensure that they are safe and can effectively do what they are there for? If you have long-time full or part-time staff, bring them into the conversation. They’ll be able to help you refine the process before you roll it out.

Staff training is going to be even more critical at onboarding and as employees start with you. More training than usual might be required. Returning seasonal staff will need to know what has changed and what their role is in the new normal.

As your operation enters into the new normal marketplace, whether right now or in a few weeks or months, you will likely have to make adjustments to your operational flow through (some people refer to it as customer circulation – for a current example of this, look at how grocery stores are addressing this during social distancing requirements). Look at how things are laid out, using the lens of COVID-19 restrictions. Consider space, both between products and people. Look at touch points, exposure risks, etc. You may need to make shifts to your payment systems, to allow for increased electronic payment options and potentially restrict cash transactions.

You may have to shift workloads and responsibilities to meet the needs to the new normal marketplace. For example, if you now have (or will have) an increased online presence (both in terms of consumer contact and sales), you may need to shift people from traditional customer handling tasks to altered ones. This will also require more training. You might have to consider ways to make curb-pick up ordering options effective (e.g. maybe you need more staff carts to move product individually).

If you are an operation that deals directly with the client on your farm operation, you may face some adjustments in terms of on-site educating of your customers, particularly dealing with their role in maintaining health and safety for themselves and others. Depending on what products and services you offer, you may have additional protocols to consider both from the management of how customers move, as well as how they interact in your crops and facilities.

Conclusion

When it comes down to it, the world has changed. I don’t think that we will ever return to the way things were pre-2020. It’s sad, but not the end of the world. If you look at it as permission to adjust, you will emerge in a better place.

In case you needed some inspiration about change, here are a few quotes from notable individuals from history.

“Change will not come if we wait for some other person or some other time. We are the ones we’ve been waiting for. We are the change that we seek.” – Barack Obama

 “You must be the change you wish to see in the world.” – Mahatma Gandhi

“It may be hard for an egg to turn into a bird: it would be a jolly sight harder for it to learn to fly while remaining an egg. We are like eggs at present. And you cannot go on indefinitely being just an ordinary, decent egg. We must be hatched or go bad.” – C. S. Lewis