The root system behind the outdoor living industry

By Dani Sheehan. 

Just like roots supply nutrients, AmericanHort works to strengthen the operational, organizational and financial health of its members. 

As the voice of a $350 billion industry that supports 2.5 million jobs, AmericanHort ensures businesses in this industry continue to grow and thrive. This year, their premiere event Cultivate’25 sold out earlier than ever before, with a strong waitlist and more than 200 educational sessions. The success of this gathering highlights just how valuable these events are. They aren’t just about networking, they’re about feeding the industry with knowledge, innovation and connection. 

Ken Fisher, president and CEO of AmericanHort, spoke about the power of the horticulture and outdoor living industries in his State of the Industry address during Cultivate’25. Using trees as a familiar metaphor, he reminded attendees that while a single tree may look impressive, its strength comes not just from its trunk and branches, but from the root system that sustains it. AmericanHort is proud to be part of that shared system, supporting growth, resilience and long-term health across the industry. Here’s how this association provides the roots that you can rely on. 

Advocacy, education and research 

One of the deepest roots in this shared system is advocacy. AmericanHort provides a united voice in Washington D.C., making sure the industry’s needs are represented in legislative, regulatory and market conversations that directly impact businesses of every size. From labor to tax policy to pest and disease management, the association makes sure members’ concerns are heard at the highest levels. 

Another vital root system is research. Through the Horticultural Research Institute (HRI), AmericanHort invests heavily in the future. The foundation has grown to $24 million, allowing it to fund between half a million and one million dollars each year in research, scholarship and leadership programs. These efforts fuel breakthroughs in plant health, business sustainability and industry innovation. 

Education equally strengthens the industry. From in-person training and webinars to certification programs and newly added Spanish-language offerings, AmericanHort partners with businesses to help develop employees and leaders who can carry the industry forward. 

Interconnected strength 

Redwood roots are only five to seven feet deep, yet those towering trees grow over 250 feet tall. How? Their roots intertwine with one another, fusing together for collective stability. 

That’s what AmericanHort offers its members: connection. With nearly 2,000 companies and 20,000 professionals engaged, the association creates an ecosystem where businesses can share resources, ideas and advocacy power. Guided by its mission to unite, promote and advance the industry, AmericanHort ensures no member stands alone. 

The horticulture and outdoor living industries have more than 150 years of legacy, but their future depends on staying connected. By joining and engaging with AmericanHort, you become part of an enduring root system that sustains growth, strengthens resilience and ensures a healthier, more vibrant future for all. 

If you missed Cultivate’25 this year, don’t worry – you can still watch the State of the Industry Keynote Address to hear this year’s state of the association, a perspective from Washington and the most recent economic update.