Horticulture Economics & Marketing Research Program

Program Description

The Horticulture Economics & Marketing Research Program, led by Dr. Hayk Khachatryan, is a newly-established project housed in the Mid-Florida Research & Education Center. The program is funded through the Institute of Food and Agricultural Sciences and Center for Landscape Conservation and Ecology at the University of Florida, as well as external agencies such as the USDA, the Florida Department of Agricultural and Consumer Services (FDACS), and the Florida Department of Transportation (FDOT). In response to the industry’s needs, the long-term goal of this program is to conduct applied research in consumer economics and marketing for sustainable developments in the U.S. horticultural industry.


The following are key objectives for the Horticulture Economics & Marketing Research Program:

  • Conduct comprehensive analyses of consumer preferences and choice decision-making to a) improve profitability and marketability of Florida-grown ornamental plants, and b) advance understanding of impacts of horticultural practices and policies in the urban environment.
  • Improve understanding of the economic impacts of the U.S. environmental horticulture industry at national, regional and state levels.
  • Regularly disseminate research-based insights through channels such as academic conferences, UF/IFAS Extension workshops and meetings, industry trade shows, webinars, and individual consulting.

For additional information about our research projects, funding and collaboration opportunities, please contact Hayk Khachatryan.

Dr. Khachatryan is an Assistant Professor and Extension Economist