12/06/05 Make it more market oriented

The most important goal of the annual Washington State Horticultural Association convention, whether it is this year, or previous years, is presenting a program that best helps the industry, whether you are grower, shipper, or marketer; compete in the ever changing global marketplace. Jim Hazen of the Hort Association says there is no doubt the annual convention is primarily market driven. That is why representatives from big name corporations such as Wal-Mart and McDonalds have been speakers in recent years. And those factors have generated a momentum that has resulted in a projected increase in pre-paid convention attendance this year. HAZEN: We have to respond to the market place. And so by drawing in the McDonalds, the John Deere, the researchers who are working on cutting edge technologies, all help drive attendance. And with a program that is focused on the market place, Hazen says that also means developing topics and segments that will provide practical economic benefits no matter which sector of the tree fruit industry one comes from. HAZEN: The most important thing is that the planning committee really works hard to make sure that there's a value attached to every session. So that producers come, or grower shippers come, or marketers come and there's a bottom line number. There's a profitability attached to every subject matter so that they can take that information home and put it to work in their own operation.