Pricing products and determining profit margins continues to be a topic of much conversation throughout the green industry. In this series, our speakers will address eco-labeling, supply pricing dynamics, and consumer willingness-to-pay to better help you determine your business's pricing strategies. HRI has proudly supported some of the research presented, both directly and indirectly.

Effective Eco-labeling Practices and Optimal Pricing in the Green Industry 

Hayk Khachatryan, PhD; Associate Profession at Mid-Florida Research and Education Center, University of Florida

Consumers are becoming more environmentally conscious and eco-labels are point-of-sale promotions that communicate that a product is grown in an environmentally-friendly way. Learn how different eco-label formats impact consumers’ visual attention and their valuation of plants. Optimal pricing strategies for different socio-demographic groups will also be discussed.

Supply Side Dynamics of Pricing

Charlie Hall, PhD; Ellison chair in International Horticulture, Texas A&M University

In this talk, Charlie discusses the issue of pricing from the supply side. This includes a discussion of what constitutes a price floor, how often your prices should be increasing, and how important pricing is in determining your optimal product mix. If you are unsure about how to go about setting your prices, or if you're a veteran who just needs to tweak the process, you will not want to miss this session!

What are Consumers Willing to Pay?

Bridget Behe, PhD – Professor of Horticultural Marketing at Michigan State University

Pricing is a challenging topic and there is no “one formula fits all.” Bridget will discuss the many inputs to consider from both the buyer and the seller’s perspective based on consumer research and data. The goal of this session is to help you learn more about what to include in pricing decisions as you determine what consumers are willing to pay.