Conference Program: The Art & Science of Pricing Products
    Date: August 9, 2023 .... Time: 11:00 - 11:45 a.m.

    There is more to pricing than simply calculating costs and markup. Bridget will discuss some pricing strategies and share some research-based findings on how consumers react to pricing in communications. Price increases are always a concern. The presentation includes some ways for you to consider increasing prices that consumers will accept.

    Conference Program: Keeping New Clients Acquired During the Pandemic
    Date: August 9, 2023 .... Time: 1:00 - 1:45 p.m.

    The past three years, especially in light of the COVID-19 Pandemic, some real opportunities for garden retailers, landscapers, and plant producers have developed. Bridget and her research team investigated a variety of gardening motivations for “new” and existing customers, and these studies show what consumers think and why they buy plants. Her presentation will show you results of those studies as well as how to cash-in on those motivations for buying plants and help you retain many of the “new” garden customers.

    Dr. Bridget Behe, Professor of Horticultural Marketing at Michigan State University.  
    Dr. Bridget Behe is a Professor Emeritus of Horticultural Marketing at Michigan State University. Before she retired in January 2023 from Michigan State, she taught courses on marketing and management for horticulture majors. Bridget conducted over 500 consumer and market research projects on horticultural products, both edible and ornamental. She wrote nearly 1000 publications in the trade press and peer-reviewed journals. She joined Michigan State’s faculty in August, 1997. Before working at Michigan State, she spent 8 years on the Horticulture faculty at Auburn University (Alabama).

    Bridget earned degrees from Penn State University (Ph.D. Horticulture, B.S. Horticulture, B.S. Agricultural Education) and The Ohio State University (M.S. Horticulture). Each year, she speaks to professionals and industry groups nationally and internationally. She writes articles for trade magazines to share the findings of her consumer research studies. In 2016, she was recognized as the Outstanding Extension Specialist in Michigan. In 2018, she was awarded the American Society for Horticultural Science Undergraduate Educator of the Year. In July 2022, she was awarded a Horticulture Industry Leadership Award. Launched in 2018, Bridget produces a free weekly (10-15 minute) podcast called “Marketing Munchies” and she can contacted at or at 517-881-0876.

    Michigan State University (Dept of Horticulture) ... science and technology to cultivate human and environmental health  
    Michigan has long been an important horticultural state. After the forests were cut in the late l800s, farmers moved to Michigan and found good land and climates conducive to growing many horticultural crops. Land located along Lake Michigan is particularly suited for apple, peach and cherry orchards because southwesterly winds sweeping across the lake provide protection from sudden temperature changes. Former swamps are now used to produce blueberries, celery, onions, and other horticultural crops. Nurseries, florists and garden centers are numerous, and urban areas provide ready markets for horticultural products.

    MSU Horticulture FacilitiesAs a subject, Horticulture has been part of the Michigan State University curriculum since this pioneer land grant institution opened in 1857. In 1883 Horticulture became a separate department headed by Liberty Hyde Bailey, who later became known as the "Dean of American Horticulture." Eustace Hall, the first building to be constructed in the United States solely for the teaching and study of horticulture, was completed in 1888, and it remains as the second oldest academic building on campus. The Department has offered MS degrees since 1910 and PhD degrees since 1927.

    The Horticulture Department is known throughout the world for its excellence in teaching and research. In 1986 the MSU Horticulture Department moved into the new Plant and Soil Sciences Building located on the southwest corner of the intersection of Wilson and Bogue Streets. Some of the outstanding features of this facility are computerized greenhouses, excellent research and teaching laboratories, a floral design lab, a retail plant shop, and an autotutorial lab for students.

    Address:   A288 Plant & Soil Science Bldg. East Lansing, MI 48823
    Contact:   Bridget Behe, PhD
    Phone:    (517) 355-5191 ext 1359   FAX: 



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