How newcomers and millennials will succeed in the green industry^©

CHALLENGES IN THE NURSERY INDUSTRY
How will students, newcomers, and the young at heart succeed in the green industry? All that is required is to shift your mindset and proactively solve problems and seize opportunities. I will explain how successful men and women will grow in their careers and businesses in the green industry.
Starting with the major challenges before us ― we produce live, green, perishable goods. Some people even think of us as luxury. I am one of them, but “luxury” is not a dirty word. Consider the multi-million dollar pet industry. In 2010, Americans spent $47.7 billion on pet products and services. In 2008, total U.S. sales in the green industry was $176 billion http://horttech.ashspublications.org/content/21/5/628.full.pdf+html. Yet, we are classified as a maturing industry. The green industry is in a period of hyper competition http://aggie-horticulture.tamu.edu/faculty/hall/publications/2010%2008%20Making%20Cents%20of%20Green%20Industry.pdf, and we are in a race to the bottom in the nursery business - competing on price. Academic opportunities and research funding can be scarce.