Who markets plants within the Florida horticulture industry?

In the Florida horticulture industry, agents play a crucial role in marketing plants. They serve as intermediaries who represent growers and help promote and sell their products. Agents possess in-depth knowledge of the market and can facilitate connections between growers and retailers or end consumers, ensuring that the plants reach the right audience. Their expertise in marketing helps maximize the visibility and sales potential of the plants offered by growers.

While growers are responsible for producing the plants, they may not directly engage in the marketing aspects. Brokers also participate in the selling process, often acting similarly to agents but with a different business model. Customers, on the other hand, are the end-users who purchase the plants but do not engage in marketing activities.