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Minutes, November 7, 2001

Minutes - Virginia Horticulture Council Meeting
November 7, 2001,
State Fair Conference Room

Welcome and call to order by Jeri LeMay, President at 10:30 a.m.
Present were: Cary Gouldin, Jeff Miller, Carol Smallwood, Gwynn Hubbard, Lorene Black-wood, Jerzy Kowak, Greg Eaton, Bill Bonwell, Joel Koci, Karen Kelly, Nanette Parsons, Kathy Brooks, Mary Williams, Tom O’Halloran, Linda Anson, Donna Pugh Johnson, Bob Terren, David Martin, Rob Martin

Treasurers’ Report: Jeff Miller distributed printed copies of the VHC Balance Sheet and Income Statement with year-to-date totals and previous year comparisons. Current cash assets are $35,166.24.

Market Branding Presentation - David N. Martin, Rob Martin and Bob Tarren, representatives of Martin Branding Worldwide/BrandSync Communications, presented a Power-Point re-port outlining how to use branding techniques and marketing communications to help unify, strengthen, and promote the Horticulture Indus-try. The total budget recommended and discussed was $340,000. Targets and objectives for this effort are the following:


Members of the industry to encourage broad membership participation


Government leaders to influence legislative, educational, financial and regulatory impact


Students and Educators to encourage career involvement


General consuming public to stimulate demand and support

bulletThe board approved $20,000 as an initial expenditure to undertake the first phase to develop a strategic focus and positioning for the industry based on member perceptions of value related to the interests of the target audiences listed above. This initial phase will include interviews with members and prospective members in person, by telephone and email to determine their primary interest in the statewide organization, why they feel it is important, and what their perception might be about what should be conveyed to various target segments. The next step will involve an email/internet survey to key target segments to learn what is most important from their points of view about the advantages and benefits the industry provides. The findings then will lead to a strategic focus used to determine:

The strategy
bulletThe name
bulletThe brand position
bulletKey messages

Following the study and strategic planning phase, the next step will be to create the pro-grams and materials that will convey the brand position to achieve awareness for the industry. Included in this phase will be:

bulletLogo, color palette, graphic standards
bulletSlogan and theme (as in “Got Milk”)
bulletMaterials (stationary, bumper stickers, trade show exhibit)
bulletPublic relations and events

VDACS Specialty Crops Fund - Jeff discussed a proposal being prepared to present to the Vir-ginia Department of Agriculture and Consumer Services (VDACS) to request a grant to help fund the Martin Branding project. VDACS has received approximately $1.12 million from the federal government, which has been designated for marketing of specialty crops.
Pentagon Tree Planting Opportunity presented by Tom O’Halloran. This year, the Virginia Christmas Tree Growers Association, in conjunction with the Virginia Nursery & Landscape Association and the Virginia Horticulture Council, is planning to plant a Colorado blue spruce at the Pentagon as a living memorial to the lives so tragically lost on September 11. We would like for government officials from across Virginia to be present for the planting. Tom asked that anyone that has direct ties to the Governor, Senators and Delegates or any other official to please contact them regarding this dedication.

Consumer Website - Linda Anson asked that the VA Horticulture Council take over the web-site of . This is an interactive consumer friendly site that promotes the green industry across Virginia. Guests may log on and find products, services and Green Professionals in a specific area in Virginia. Jeff Miller will host  site, as well as the Virginia Gardening site. Any members of the green industry interested in registering on the gardening site should contact Jeff. The goal is to maintain the VHC site for professionals and introduce the public to the “Green” professionals on the . Jeff will make a proposal to the Council regarding his fees for these services.

Investment options of Reserve Funds - Jeff will continue to look at opportunities to pool financial resources with other organizations in order to maximize the rate of return on our inter-est bearing account.

Group Health Insurance Options - There was a discussion on the pros and cons of the VHC sponsoring a group health insurance plan. Lorene will look into group health insurance options for the green community.

Service Learning Centers - Jerzy Nowak stated that the Virginia Tech Horticulture Department is starting a community outreach program that will integrate learning opportunities into the community. They are also starting specialty short/intense courses between semesters for students.

State Fair Horticulture Update - Gwynn Hub-bard thanked all Horticulture donors for their contributions for the Horticulture Pavilion. Again, Jeri LeMay did a Herculean task in orchestrating and securing all the plant material. Many thanks Jeri. $2989.05 was raised for Council from the Plant Sale. See attachment for donors, Student Garden winners and FFA Horticulture. Demonstration Contest winners

Being no other business, the meeting was adjourned at 2:45 p.m.
Respectively submitted, Lorene Blackwood, Secretary


Judged: September 27, 2001
Superintendent: Alan R. McDaniel

**Best in Show ($275 and plaque)
Mrs. Mary Perretz, Horticulture
Virginia Randolph Community High School
2204 Mountain Road
Glen Allen, VA 23060

** Award of Merit
($175 and plaque each to following three)
1. Ms. Lisa Sanderson, Horticulture
Lee-Davis High School
7052 Mechanicsville Pike
Mechanicsville, VA 23111

2. Mrs. Caroline Frauenfelder, Horticulture
Hermitage Technical Center
8301 Hungary Springs Road
Richmond, VA 23228

3. Ms. Susan Westfall, Horticulture
Charter House School
3900 West Broad Street
Richmond, VA 23230

** Honorable Mention ($50)
None in 2001


Judged: October 4, 2001
Superintendent: Alan R. McDaniel
VNLA-sponsored plaques presented at contest close along with generic State Fair 1st-10th rib-bons.
** 1st place, $50 ($25 each) to Kari Dunnavant and Ann Marie Rice
** 2nd place, $40 ($20 each) to Sam Lilly and Chris Fitzgibbon
** 3rd place, $30 to Lamar Coles

c/o Mrs. Caroline Frauenfelder
Hermitage Technical Center
8301 Hungary Springs Road
Richmond, VA 23228

** 4th place, $20 to Wendy Slusher
c/o Mrs. Terry Lam
Fort Defiance High School
195 Fort Defiance Road
Fort Defiance, VA 24437

** 5th Place, $15 ($7.50 each) to Allison McClain and Devon Smith
c/o Ms. Liz Borst
Sherando High School
185 S. Warrior Drive
Stephens City, VA 22655

** 6th Place, $10 ($5 each) to Jaracia Heddings and Jamie Heddings
c/o Ms. Kim Matthias
Liberty High School
6300 Independence Avenue
Bealeton, VA 22712

** 7th Place, $10 ($5 each) to Mellisa Butcher and Tonya Grady
c/o Mr. Monty Loving
James Wood High School
161 Apple Pie Ridge
Winchester, VA 22601

** 8th Place, $10 to Laura Elliott
c/o Ms. Lisa Sanderson
Lee-Davis High School
7052 Mechanicsville Pike
Mechanicsville, VA 23111

** 9th Place, $10 to Kristina Ward
c/o Ms. Melessa Harvey
Randolph-Henry High School
Box 688
Charlotte Court House, VA 23923

** 10th Place, $10 ($5 each) to Jackie Brooks and Tiffany Wilson
c/o Mrs. Deborah Barker
Martinsville, VA

Contributors to the 2001 State Fair Horticulture Pavilion

bulletBattlefield Farms, Inc.
Colesville Nursery
Dept. of Correctional Education
Hanover Master Gardeners
Piedmont Growers
Robertson and Son Landscaping
Shipp and Wilson
Bass Bridgeforth
Chesterfield Technical Center
Griffin Green House Supply
Hanover Farms
James River Nurseries
Lin's Landscaping
Smallwood's, Inc
Willow Run Nursery


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