The Horticultural Business Management and Marketing Program (Hortmgt) is designed to enhance the competitive position of the New York fruit, vegetable, and ornamental horticultural industry through targeted, curriculum-driven educational programs.

It recognizes the strategic importance of these sectors of the agricultural sector and seeks to capitalize on the opportunities to promote economic development by increasing the profitability of producers and marketers of fruit, vegetable, and horticultural products and services.

Emphasis is placed on adaptation of new technologies to enhance productivity while maintaining environmental quality and sustainability.

Objectives: Program objectives include selection of products and quality control measures needed to meet large-volume, graded, and temporal needs of large buyers, assisting in developing innovative management mechanisms applicable to horticultural businesses, and identifying marketing opportunities suitable for different-size horticultural operations. Integrating finance, marketing, and human resource management into producers' decisions regarding adoption of technology is an important element of the program.

Target Audience: Farm and industry managers in the New York fruit, wine, vegetable, and ornamental sectors.

Outcome Indicators: Stronger fruit, wine, vegetable and horticultural industries, well positioned to utilize the new technologies needed to compete effectively in national and international marketplaces and continue their contribution to New York's economic growth.

Gerald White Professor 304 Warren Hall Cornell University Ithaca, NY 14853-7801 Ph: 607.255.2299 Fax: 607.255.9984 E-mail: gbw2@cornell.edu Profile