Wednesday, March 4, 2026
Noon EST
Presented by Drs. John Dole (NCSU) and Charlie Hall (TAMU)

Understanding industry trends and market forecasts is essential for flower farmers and floral businesses looking to plan strategically and stay competitive. Drs. John Dole (NCSU) and Charlie Hall (TAMU) will explore current trends shaping the floral industry, from consumer preferences to supply chain shifts, and provide insights into what’s expected in the months ahead. We’ll also highlight opportunities for growth, emerging niches, and strategies to stay agile in a changing marketplace.

Ideal for growers and floral business owners seeking to make informed, forward-looking decisions, this session provides actionable insights to help your business thrive today and plan confidently for the future. This one-hour Zoom-based webinar will offer a Q and A session with John and Charlie and is complimentary for ASCFG Members.

About the Instructors: Dr. John M. Dole is a leading researcher, educator, and author in the specialty cut flower industry. He is a professor of horticultural science at North Carolina State University and has spent decades advancing research on cut flower production, postharvest handling, and floriculture economics. Dr. Dole is co-author of the widely used reference Floriculture: Principles and Species and has played a key role in supporting flower growers through research, extension, and leadership with organizations such as the Association of Specialty Cut Flower Growers (ASCFG).

Dr. Charlie Hall is a nationally recognized economist and professor in the Department of Horticultural Sciences at Texas A&M University. He specializes in the economics of the green industry, with research focused on consumer behavior, market trends, profitability, and business management for horticultural enterprises. Dr. Hall is a frequent speaker and author, providing data-driven insights that help growers, retailers, and industry organizations make informed strategic decisions.

Zoom instructions will be emailed to members on the day of the event. All webinars are recorded. 

Not an ASCFG member? Register here to receive the webinar instructions!