Seminar_Melinda Knuth_10.2.23.pdf

Dr. Knuth’s research priorities are on consumer and market research experience by focusing on the interface between people and plants, helping the horticulture industry understand consumer preferences, perceptions, and motivations. Historically, Dr. Knuth has evaluated trade flows of horticulture products in the United States, assessed the supply chain in the cut flower industry, investigated profit margins in substituting species in floral arrangements, and estimated consumer acceptance of retail messaging.

She currently is an Assistant Professor in Horticultural Science at North Carolina State University. Dr. Knuth teaches Greenhouse Management, Floriculture Production, Floral Design, and Horticulture Marketing. Dr. Knuth received her PhD from Texas A&M University in Horticultural Science with a certificate in Applied Statistics. From there, she was a postdoctoral research associate at the University of Florida in the Food & Resource Economics Department. She currently serves as the Young Professional Council Advisor for American Floral Endowment’s Executive Board. Her article What the Research Says About Millennials and Houseplants was the #10 most read article in Greenhouse Product News in 2022. Dr. Knuth received GPN Magazine’s 40 under 40 award in 2021 and a 2017 AmericanHort Scholar.