Speaker Bio

Bridget Behe

Bridget Behe

Professor of Horticultural Marketing, Michigan State University

Dr. Bridget Behe is currently a Professor of Horticultural Marketing at Michigan State University. She teaches courses on marketing and management for horticulture majors. Bridget has conducted over 100 consumer and market research projects on horticultural products, both edible and ornamental. She has written more than 500 publications in the trade press and peer-reviewed journals. She joined Michigan State’s faculty in August 1997, after serving on the faculty at Auburn University (Alabama) for 8 years.

Bridget earned degrees from Penn State University (Ph.D. Horticulture, B.S. Horticulture, B.S. Agricultural Education) and The Ohio State University (M.S. Horticulture).  Each year, she speaks to professionals and industry groups nationally and internationally. She writes articles for trade magazines to share the findings of her consumer research studies. She was co-chair of the AmericanHort (formerly OFA) Garden Center Committee for several years and now serves on their Retail Committee. Dr. Behe has served as chair of a USDA regional project committee where horticulturists and agricultural economists work collaboratively on consumer and economic challenges facing the ornamental horticulture industry. In 2018, she was awarded the American Society for Horticultural Science Undergraduate Educator of the Year. In 2016, she was awarded the Outstanding Extension Specialist in Michigan. In 2018, she was awarded the Outstanding Undergraduate Educator Career Award by the American Society for Horticultural Science. She can be contacted at behe@msu.edu or at 517-353-0346.

Click here for a Q&A with Bridget Behe. 

Other Resources Include:

The New Gardener
What Are They Worth?
Get Inside Gardeners’ Heads
Green Value Messaging
Using Science to Sell
Plant Pricing Begins With Costs, But Doesn’t End There
'Going green' Is Here to Stay