The annual meeting of the Nursery & Landscape Association Executives of North America (NLAE) is a true benefit to the industry associations from across the continent.
I am a former president of the organization (2017 and 2018) and one of two Oregonians to serve in that role (Dan Barnhart was the other). This year our meeting was held north of the border, in Canada’s national capital of Ottawa, Ontario.
Serving the groups that serve you
The NLAE’s mission is “to be the leading resource for green industry association professionals.” In practice, the NLAE supports the professional needs of leaders and staff for green industry groups across the continent. It provides a home where all of us can work together, problem solve, share information and improve as professionals and in turn improve the organizations we serve.
Each year, I can look forward to an enriching program that includes industry-relevant topics presented by NLAE members, along with professional industry speakers.
The magic of unscheduled time
There is a lot of talent amongst the association execs in our industry. When I was a baby exec, many veterans took me under their wing. I have been trying to repay that generosity ever since. Our industry has many shapes and sizes. Many focus on certifications, and some have trade shows, but all focus on you, the member.
I find that the most enriching part of the annual meeting, is the unstructured and unscheduled time outside of the conference. This group likes each other — that much is clear. What is a cut above is the unselfish sharing of experiences. A couple of examples:
Industry leadership education: This can take many forms, such as a leadership academy, stakeholder training, and many others. The OAN is creating a leadership program with a three-term curriculum to provide an update on business practices, peer-to-peer problem solving, and advocacy training. The intent is to create a class of 15–18 agricultural producers (covering many segments in Oregon) and build a broad bench of future leaders. My dear friend and colleague Vanessa Finney has been running a similar program for some time now for her members in Maryland. She provided numerous examples of what worked and did not work to build a successful program.
Insurance: Nursery associations can benefit from trade show insurance, due to the possibility of weather-related or other disasters. You would not think the Alabama Nursery & Landscape Association would need much insurance for a snow event, but executive Russell Wood was glad they had it when 8 inches fell on the opening day of their trade show. Alabama was insured thanks to conversations at prior NLAE annual meetings. That snowstorm could have been an extinction-level event for them.
How the association does its business: The OAN has shared successes with this group over the years, ranging from our top-of-the-line advocacy training, to how to engage members on changes to our board and dues structure. Every year I learn about an innovation or business upgrade that can drive greater efficiency and better serve our mission. It is astounding how much good work is going on.
An effective model
The OAN is known for its leadership, its collaborative style, and its “all-in” drive to solve big problems. I am a believer that if you are not learning and listening to how others achieve their goals, you are not making progress for the members.
NLAE leaders came together when COVID was shutting down markets and there was a clear and present danger to our industry. The NLAE created a map with updated information on the fast-changing open/closed status in each state and each province.
NLAE is a guiding star when I create coalitions at the legislature, planning on a new direction for the association and industry, and how to be building member voices to be effective. I learn so much from my colleagues and OAN benefits. Over the last couple of years, Stephanie Collins (OAN’s Director of Finance and Administration) has added her expertise. OAN is building its leadership bench.
A temperature check with Canada
I am not going to sugarcoat it. Our proudly independent neighbors up north are not happy with the United States. Their resentment over U.S. trade policy runs deep, and the president’s annexation overtures don’t help.
The Canadians have retained their friendly tenor and tone, but it doesn’t mask a long-term shift in the U.S.-Canadian trade relationship.
Stanley Cup hockey is everything in Canada, and the commercials during this year’s broadcasts are speaking volumes. I saw ads that mentioned “Canadian pride” and implored people to “buy Canadian.” Stores were advertising American furniture clearance sales. Sales are good, but these had “we want it all gone and you know why” overtones. American products such as bourbon have been taken off the shelf.
The lesson here is that relationships are mutual, and they do matter. They matter between the association execs throughout North America, just as they matter in trade. The good news is that communication amongst NLAE leadership is fully functional and constructive. NLAE leaders are ready for whatever comes next.
