The Census of Horticultural Specialties, conducted by the USDA National Agricultural Statistics Service (NASS), provides the most comprehensive snapshot of the U.S. Green Industry. Released in February as part of the 2022 Census of Agriculture, the 2024 Census of Horticultural Specialties captures detailed information on nursery crops, floriculture, greenhouse production, Christmas trees, and other specialty crops, sectors for which no other nationwide data source exists.
This census, which occurs every five years, helps growers, landscapers, suppliers, Extension professionals, and policymakers understand trends shaping the industry, from sales growth and regional concentration to labor challenges and production expenses.
Industry Size and Economic Impact
According to the census, U.S. horticultural operations reported $18.3 billion in total sales of floriculture, nursery, and specialty crops in 2024. This represents a continued increase compared to 2019, driven in part by strong consumer demand and the expanded inclusion of crops such as mushrooms and hemp grown under protection.
The census identified 23,060 horticultural operations nationwide, reinforcing the Green Industry’s role as a major contributor to agricultural economies at local, state, and national levels.
Geographic Concentration of Green Industry Production
While horticultural production occurs in all 50 states, sales are highly concentrated. Ten states accounted for approximately 67% of total U.S. horticulture sales. The top three states were:
- California – $3.07 billion
- Florida – $2.15 billion
- Oregon – $1.29 billion
These states benefit from favorable climates, infrastructure, and proximity to major markets, making them dominant players in nursery, floriculture, and greenhouse production.
Leading Commodity Groups
The census breaks down sales by commodity group, highlighting which sectors drive revenue within the Green Industry. The top horticultural product categories by sales value included:
- Nursery stock: $5.34 billion (up 17% from 2019)
- Annual bedding and garden plants: $2.67 billion (up 19%)
- Sod, sprigs, and plugs: $1.70 billion (up 34%)
- Potted herbaceous perennials: $1.36 billion (up 47%)
- Potted flowering plants: $1.29 billion (up 7%)
Strong growth in sod, perennials, and bedding plants reflects sustained demand from residential landscaping, commercial development, and public green spaces.
Business Structure and Ownership
The Green Industry remains rooted in family ownership while generating a growing share of sales through larger business structures. The census found that:
- Family or individually owned operations represented 56% of all horticultural operations
- Corporate-owned operations, though fewer in number, accounted for 63% of total sales ($11.6 billion)
This contrast suggests increasing consolidation at the upper end of the market, while small and mid-sized operations continue to form the backbone of the industry.
Production Expenses and Labor Challenges
Rising costs remain one of the most pressing issues for Green Industry businesses. Total production expenses increased 33% since 2019, underscoring the financial pressures facing growers and nurseries.
Labor was the largest expense, accounting for 36% of total production costs in 2024. This finding mirrors widespread labor shortages reported across horticulture, landscaping, and greenhouse sectors, and highlights the increasing need for labor efficiency, mechanization, and workforce development initiatives.
Marketing Channels and Production Footprint
The census also documents how horticultural crops move from producers to consumers. Operations reported using a mix of wholesale, retail, contract sales, and direct-to-consumer channels, reflecting the diversity of business models within the Green Industry. Further detailed the data:
- Value of land, buildings, machinery, and equipment
- Total land area vs. area in active production
- Growth in protected agriculture systems, including greenhouses and hoop houses
These metrics provide valuable insight for businesses planning expansion or evaluating investments in infrastructure and technology.
Conclusion
The latest Census of Horticultural Specialties confirms that the Green Industry is growing, economically significant, and increasingly complex. Strong sales, expanding product categories, and ongoing consumer demand continue to drive the sector forward, even as labor availability and rising costs challenge producers.
For landscapers, growers, and allied professionals, these census results provide both a benchmark and a roadmap, thus helping the industry adapt, innovate, and remain resilient over the coming years.
