The 2016 Farwest Show, August 25-27 in Portland, Oregon has announced that Dr. Charlie Hall, Professor and Ellison Chair in International Floriculture, Texas A&M, will deliver this year’s Keynote address. Dr. Hall’s speech, Factors Affecting Short and Long-Term Demand in the Future, looks forward to share vital information that will guide the green industry as it formulates strategic marketing plans for the future.

According to Dr. Hall, the post-Great Recession years have been a mixed bag for the industry. While many firms exited the industry during the economic downturn, those left standing have returned to semi-profi table times — some more and some less. The supply of products and services has gone from oversupply to shortages and has now stabilized to a great extent. This means that demand-side factors become all-the-more critical in determining the future profitability of firms in the green industry. Understanding these determinants may be the key to profi t and even survival in the coming years.

Read more: Charlie Hall Predicts Industry Growth at 2016 CENTS from Turf Magazine

Dr. Hall’s expertise in the production and marketing of green industry crops is nationally recognized in academia and among the horticultural clientele he serves. His major research, teaching, and extension areas of specialization include strategic management, market situation/outlook, cost accounting, and financial analysis for industry firms. He is an invited speaker at numerous regional, national, and international meetings of various industry-relat-ed associations and organizations. He is particularly known for the enthusiasm, passion, and intensity he exhibits when speaking.

“We’re thrilled to have Dr. Hall speak to us this year,” said Allan Niemi, Director of Events with the Oregon Associ-ation of Nurseries, producers of the Farwest Show. “His insight and expertise are renowned in every circle of our industry. Attendees will take away knowledge that will help them better understand the drivers of demand and the implications.”