I called my husband last Thursday afternoon and vented about a pattern of behavior that I had noticed in our son. While our son is innately the most caring, kind, and funny person I know (except his father of course), he had developed a pattern of behavior that needed to be addressed. At the end of each summer day, it had become increasingly obvious what his activities had been around our home. Watched television? Drink cup on the coffee table and shoes in the living room rug. Ate breakfast? Cereal box left out on counter and bowl on table. Played basketball outside? Basketball and pop can left out on the driveway. On Thursday evening we had a discussion with Christopher that was meant to be a call to action for our teenage son. The message was ‘Don’t just stand there, pick up something.’
The Illinois Green Industry Association (IGIA) is promoting a program to instill in us the importance of doing something also. It is titled ‘Don’t Just Stand There, Plant Something.’ For this article I interviewed Joe Khayyat. Joe is the Executive Director of the IGIA.
Q: Can you tell us a little bit about the Illinois Green Industry Association?
A: The Illinois Green Industry Association is a non-profit trade association that represents nurseries/growers/rewholesalers, garden centers/retailers, landscape professionals (architects, designers, contractors), irrigation contractors, etc. We provide continuing education and networking/professional enhancement opportunities for our members; we lobby on their behalf with lawmakers in both Springfield and Washington; we focus a great deal on advocacy and have cultivated unparalleled relationships with the state agencies and policy makers that regulate our industry, including the Illinois Departments of Agriculture, Natural Resources, EPA, Public Health, etc.
We also have a professional certification program (Illinois Certified Nursery Professionals) that allows professionals in our industry to attain the highest industry certification (ICN Pro). They have formal educations in related fields, maintain and improve professional skills and standards and have to test. The best part about this program is that many local garden centers employ ICN Pros, meaning true professionals are available to answer the gardening and landscaping questions their customers have. For quality plant material, professional advice and continuing support before and after the planting/maintenance process, customers should steer clear of big box stores and instead visit their local garden centers where they should ask for ICN Pros to assist them.
Q. The IGIA is promoting a campaign called ‘Don’t Just Stand There, Plant Something.’ What appeals to you about this campaign?
A: I love this campaign because it is simple, easy to understand, adaptable for a variety of uses, and a call to action. Rather than focusing on specific plants or trees or this variety vs. that variety, we are delivering a general, easy-to-understand message that benefits not only an entire industry, but also the customers that take our advice. Hopefully the campaign will reward our members with greater awareness and ultimately increased sales and it will reward customers with the many real benefits that come with planting more trees and plants.
It is very flexible and customizable as well. Thanks to the many benefits of planting more trees and plants, it is easy to tailor this slogan to your own needs. For example:
Plant Something – it cleans the air
Plant Something – it will make you feel better
Plant Something – with your kids
Plant Something – that you can eat
Plant Something – and feed the bees
Plant Something – watch your investment grow
Plant Something – make your own oxygen
Plant Something – and attract beautiful birds
Plant Something – increase the value of your home
Plant Something – make living art
Honestly, the possibilities are endless because there are so many benefits to planting more trees and plants.
Q: What are the benefits of following its advice and planting something?
A: Well, for members and participating garden centers and nurseries, hopefully it will result in great awareness of our industry, of plants and trees in general and then ultimately increase sales. Most importantly, for customers who heed our call to action, it can increase the value of their home, accelerate the sale of their home if they’re hoping to move, cut down on heating and cooling costs for homeowners, enhance entire neighborhoods, breakdown social barriers, and improve the quality of life for residents, clean, freshen and deodorize the air they breathe, and help them physically and mentally – aside from the cleaner air and increased oxygen – by getting people outside to do something physical like planting the plants and trees.
Look for Part II of this interview in the next edition.
