Woody cut branches are portions of trees or shrubs used for floral design or decorative purposes, including foliage, flowering branches, fruit and seeds, and bare stems and branches. Specialty cut flower growers add woody cut branches to their production line in order to diversify their products, expand their markets and extend market season. Within the cut flower market, woody cut branch materials represent a small but high value specialty product line. In the Mid-Atlantic region, local growers have not been able to compete in this market due to climate conditions, higher production costs and a comparatively small production scale. Moreover, horticultural experts agree that market research in woody cut flowers is greatly lacking. Therefore, more planning must be put into an appropriate marketing strategy, evaluate products that are unique, of local interest, difficult to ship, and suitable to local production climate. The purpose of this project is to conduct suitable research to provide baseline information to determine market preferences and identify new and efficient marketing strategies for this unique agricultural product, and to help Seaberry Farm, LLC, to become the premium woody cut flower supplier for the East Coast and ultimately establish a sustainable woody cut flower industry in the region. OBJECTIVES: Seaberry Farm, LLC, is seeking innovative and effective marketing strategies that promote the sales of their woody cut flower products in a niche market. The project's objectives are to 1) evaluate market trends in the woody cut ornamental industry in order to build a niche market; 2) create an efficient agribusiness marketing system for the woody cut ornamental industry in the Mid-Atlantic region; and 3) identify and develop innovative marketing strategies to increase sales. APPROACH: The tasks associated with this research will include market and product testing as well as working with buyers in various markets, growers, equipment suppliers and researchers to 1) determine the woody cut materials that are in high demand by the end users and make revisions to the company's current product selections; 2) evaluate the requirements of the end user, specially seasonality, stage of bloom, packaging and delivery; 3) establish facility and equipment requirements to fulfill the market conditions; 4) identify marketing strategies conducive to market conditions in order to develop a marketing plan and marketing materials; and 5) evaluate the feasibility and interests of a local grower network
