The Starbucks Model: Garden State Growers mirrors the coffee giant's strategy to improve the consumer's experience.

摘要

THE question is probably one all growers have asked themselves: How can greenhouse floriculture take a commodity plant, just like Starbucks did years ago with coffee, and turn it into something consumers must have? Roy den Hollander, an owner of Garden State Growers in Pittstown, N.J., has thought long and hard about that question, and he's realized there isn't one silver bullet that can achieve such demand for his product overnight. Den Hollander does, however, believe there's a starting point to position plants as the next Starbucks coffee, and that's to admit the approaches growers have historically taken are largely the wrong ones.