The horticulture industry and its customers are constantly changing. Understanding each generation's similarities and differences allows businesses to be active participants in customers' decisions about purchasing plants. Kate Santos shares what the global firm Dümmen Orange is doing to understand who are those industry customers, how those customers impact company activities, and what the company is doing to help connect people with flowers.
Kate earned a Bachelor of Science degree in Plant Biology from the University of New Hampshire. Following undergraduate school she worked as a grower for Cavicchio's greenhouse operation (Sudbury, MA), where she was responsible for growing a variety of container grown annuals and perennials. Kate returned to graduate school and worked with Dr. Paul Fisher at the University of Florida, where she focused on quantification of nutrient uptake during propagation of unrooted cuttings. After earning her PhD she joined Costa Farms (Miami, FL) as the Director of Research and Development where she oversaw the trial garden and research teams at each of their facilities. Kate currently works for Dümmen Orange as the Operations Director where she has the opportunity to devise strategies to develop and bring new products to market.
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