In this insightful interview, hosts Ryan Heitman and Aaron Zych interview Dr. Melinda Knuth, Associate Professor of Horticulture at North Carolina State University. Dr. Knuth shares her expertise on horticulture, the psychology of plants, and how industry professionals can leverage research to connect better with consumers. Topics include the impact of Disney's customer service, the role of AI, and strategies to promote plant benefits.

Chapters
Journey into Horticulture: A Personal Story
The Unique Expertise in Horticulture Economics
Disney's Influence on Business and Horticulture
Creating Company Culture: Lessons from Disney
The Role of Plants in Business Success
AI's Impact on Consumer Trust and Expectations
Balancing Emotion and Logic in Sales
The Benefits of Plants: Marketing the Science
The Impact of COVID on Horticulture Messaging
Understanding Mental Health Benefits of Plants
Shifts in Purchasing Behavior: Self vs. Gift
Plant Blindness and Reconnecting with Nature
Future Research: The Role of Ornamental Grasses