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The Virginia Cooperative Extension (VCE) Master Gardener (MG) Coordinator Manual, a 14-chapter resource book, was developed cooperatively with teams of VCE MGs, coordinators, and agents to enhance coordinators' skills. It includes chapters on risk management, volunteer management, the educational process, current policies, and the volunteer section of the VCE Master Gardener's Handbook. The VCE MG Coordinator Manual was the basis of four local VCE MG coordinator-training sessions in 1998. This evaluation showed that coordinators are using the manual and adapting the suggestions and samples to fit their local programs, despite the fact that more planning time is often required. Those using the manual increased their understanding of VCE goals and the role of the VCE MG and slightly increased their leadership skills. Reading the manual showed a need for information on training VCE MGs to work with agents to design and implement strong horticulture education programs for Virginia communities. Areas for improvement were identified before final publication.
Management changes brought about by 1996 budgetary action shifted local Master Gardener (MG) program management from state-funded local agents to a structure of coordinators consisting of locally funded agents, locally funded nonagent coordinators, and volunteers willing to take on additional responsibilities. The Virginia Cooperative Extension (VCE) MG volunteer program is currently available in 76 unit offices. The unit programs are managed by 46 MG coordinators, including 8 locally funded agents, 8 locally funded technicians, and 30 volunteers. Currently, there are 2747 MG volunteers (trainees, interns, and MGs). To provide consistent, state-level direction and leadership to this less experienced group of local coordinators and to prepare them for their jobs as MG program managers, current management materials were extensively revised and expanded and new resources were developed. These efforts to ensure that everyone understood the purpose and focus of the VCE MG program resulted in revision of MG program policies, development of new volunteer training materials, establishment of a state-level MG planning and work team, new management guidelines, in-service training for coordinators, an administrative website and electronic discussion listserv available only internally to agents and coordinators, and a state MG newsletter focused on the role of MGs as community leaders and educators.
The Virginia Cooperative Extension (VCE) Advanced Master Gardener-Tree Steward (AMGTS) program provides advanced training in leadership development and arboriculture to MG volunteer educators so they may expand the influence of extension through leadership in community forestry. A statewide survey of agents, MGs, and foresters served as the basis for developing the training package, which was funded in part by the Virginia Department of Forestry. According to a statewide survey, 70% of VCE MGs and extension agents with MG programs would like to be involved in community tree programming, while only 26% was currently involved. Typically, agents cited limited staff and volunteer resources as the primary factors in restricting program expansion. Furthermore, 90% of municipal foresters indicated they would like to work with trained volunteers. The AMGTS program simultaneously answers the desire of MGs to expand their role in the community landscape and the need of VCE to expand its outreach with increasingly limited resources. AMGTS training, guided by a 10-unit resource book, integrates technical and program management expertise to foster volunteer pride and self-sufficiency. This allows MG tree stewards to coordinate much of their own training and recruit and manage non-MG volunteers to whom they can provide limited training for specific projects, thus allowing program expansion without additional staff. The training is designed for delivery by knowledgeable professionals in the local community, such as arborists, horticulturists, college professors, extension specialists, MGs, and others who can provide quality training following the program guidelines.
This present quantitative study documented the demographic base of 21st century Extension Master Gardener (EMG) volunteers in the United States. As the EMG program approaches its fifth decade and momentum builds for national leadership, collaborative programming, and innovative impact reporting, it is important to understand the characteristics of the current volunteers and their coordinators. A national study of EMG coordinators and volunteers was conducted in Fall 2016. Response was strong, representing 71.4% of state programs and 7498 volunteers. Responding state coordinators are primarily white females, have a mean age of 51.2 years, and have served in their position an average of 7.2 years. Most state coordinators (94.1%) have a graduate degree (master’s or higher). Responding local coordinators are primarily white females, have a mean age of 51.9 years, and have served in their position 7.5 years. Some local coordinators (57.4%) have a graduate degree (master’s or higher). EMG volunteers responding were primarily female, white, educated, retired, and of economic means; have a mean age of 64.8 years; and have served an average of 7.7 years. Four generations [Traditionalist (born 1925–42), Baby Boomer (born 1943–60), GenX (born 1961–81), and GenY (born 1982–2000)] were represented in survey responses. EMG volunteers were 14.5% Traditionalists, 73.2% Baby Boomers, 11.5% GenX, and 0.9% GenY. There were significant differences in the age, age at initial training, years of active service, and service hours reported in 2015 (the prior complete program cycle) among four generations of EMG volunteers. Responses from EMG volunteers and their coordinators represented all six extension programmatic regions established by the EMG National Committee. Significant differences in age, years of service, and number of volunteer service hours reported in 2015 exist among EMG volunteers across extension programmatic regions. The majority of EMG volunteers responding to the survey indicated they volunteered in an urban county (80.5%), whereas 17.2% of respondents served in a suburban county and 2.1% were connected with rural counties. There were no significant differences in the average age, years of service, and number of volunteer service hours reported in 2015 for EMG volunteers in urban, suburban, and rural programs. Historical data and the present study share similar trends within demographics, including age, income, gender, education, and race/ethnicity, yet offer important considerations for future program growth and development.
Consumer horticulture encompasses a wide array of activities that are practiced by and of interest to the gardening public, garden-focused nongovernmental organizations, and gardening-related industries. In a previous publication, we described the current lack of funding for research, extension, and education in consumer horticulture and outlined the need for a strategic plan. Here, we describe our process and progress in crafting a plan to guide university efforts in consumer horticulture, and to unite these efforts with stakeholders’ goals. In 2015, a steering committee developed a first draft of a plan, including a mission statement, aspirational vision, core values, goals, and objectives. This draft was subsequently presented to and vetted by stakeholders at the 2015 American Society for Horticultural Science Consumer Horticulture and Master Gardeners (CHMG) working group workshop, a 2015 Extension Master Gardener Coordinators’ webinar, and a 2015 meeting in Washington, DC. Feedback received from these events is being used to refine and focus plan goals and objectives. The most recent working draft of the plan can be found on the website, where stakeholders and other interested parties can register to receive updates and to provide input into the process.
Many fields of research converge to assess the impact of plants on human health, well-being, and nutrition. However, even with a recent history of horticulturists contributing to human–plant interaction work, much of the current research is conducted outside the context of horticulture and specifically outside of consumer horticulture (CH). To connect CH to research being conducted by other disciplines that explore the role of plants in improving human quality of life, a workshop was held on 1 Aug. 2018 in Washington, DC, at the American Society for Horticultural Science (ASHS) annual conference. The workshop focused on current food science, nutrition, and crop-breeding efforts to enhance nutrition and flavor, and human health and well-being research related to nature and plant interactions in an increasingly urban population. Following these presentations regarding potential research linkages and collaboration opportunities, a facilitated discussion identified ways to improve future CH research and foster collaborative work. Action items identified included connecting research and vocabulary to help cultivate an interest in plants in younger generations; supporting awareness of collaborative opportunities with health, nutrition, urban planning, and public health practitioners; ensuring CH is known to administrators; and taking responsibility for initiating communication with colleagues in these areas.
Consumer horticulture (CH) programming can result in outcomes and impacts at the individual level, such as money saved by reducing inputs, greater return on the landscape investment, healthier plants, and improved quality of life. It may also lead to community-level impacts that provide public value, such as water quality protection, water conservation, and protection of biodiversity. In addition to documenting such outcomes and impacts, it is important to quantify their economic value, connect the value to actions taken by extension audiences, and demonstrate to extension’s stakeholders a return on investment. However, it is difficult to document the economic contributions of consumer horticulture and even more difficult to document the economic impact of consumer horticulture extension programs. CH reaches individuals and communities directly and indirectly through personal gardens and landscapes, indoor flowers and plants, school and community gardens, and horticulture therapy. The economic contributions and benefits of consumer horticulture are challenging to quantify, but can be evaluated using several different strategies, including measuring the consumer dollars spent and the economy driven by consumers’ purchase of gardening supplies and landscape services. A second strategy is to examine the value of consumers’ gardening actions on environmental ecosystem services that support soils and plants, provide food and raw materials, and regulate functions, such as pollination, storm water catchment, water quality preservation, green waste reduction, and wildlife habitat and diversity. A third strategy is to focus on cultural, social, and health system services, such as education, recreation, and therapy, that result in exercise, nutrition, health, and happiness. Using a combination of these strategies, workgroups of Tennessee extension professionals are balancing the feasibility of data collection with the usefulness of the data gathered by developing realistic and robust outcome indicators that will form the basis for local and statewide reporting.
The National Initiative for Consumer Horticulture (NICH) is a diverse consortium of leaders who provide a unified voice for promoting the benefits and value of consumer horticulture (CH). NICH endeavors to unite national research efforts with the goals of the diverse stakeholders in the industry, the public sector, and the gardening public in an effort to advance knowledge and increase benefits and application of horticulture for cultivating a healthy world through landscapes, gardens, and plants, and an improved quality of life. Benefits of CH are broadly applicable, whether economic, environmental, or community- and health-related. A benefits approach to marketing sets the stage for unprecedented collaboration, such as that demonstrated by NICH. NICH members have developed three broad goals: recognizing CH as a driver of the agricultural economy; highlighting that CH restores, protects, and conserves natural resources through research and education; and cultivating healthy, connected, and engaged communities through CH. Three NICH committees (Economic, Environmental, and Community and Health Benefits) have focused their efforts on NICH goals for the past 10 months. The three committee chairs, representing ≈30 committee members, presented the results of their efforts and future directions for their committees. The Economic and Environmental committees have proceeded with campaigns to better market CH by promoting the benefits of plants and to increase environmental benefits by changing consumer behavior. After reviewing current research, the Community and Health Benefits Committee suggested that a gap exists in research related to specific benefits of CH and personal gardening (as opposed to benefits accrued by enjoying forests, horticulture therapy, indoor atriums, community gardens, parks, and other public places). The committee suggested that overcoming this gap requires strategic collaboration of skill and expertise from a more diverse group of industry representatives, specialists, and scientists. This approach has tremendous potential to affect the CH marketplace, especially when drawing multiple sources of value from the products and experiences.