Direct marketing of US grown Chinese medicinal botanicals: Feasibility and marketing strategies

Giblette J. & C.A. Martin, 2007. p. 298-301. In: J. Janick and A. Whipkey (eds.) Issues in new crops and new uses. ASHS Press, Alexandria, VA 

During the 1990s in the herbal products industry, a boom followed by a decline resulted in losses to some US farmers. In response, representatives of several medicinal herb growers associations began a discussion series to share information and find solutions to problems. Their analysis of the market led them to form and test a hypothesis regarding market acceptance of their products. Concentrating their efforts on an emerging market segment, licensed practitioners of Acupuncture and Oriental Medicine in the US, growers conducted a feasibility and planning study in 2004–2005 and now are pursuing a marketing strategy based on the conclusions of the study.

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Can Chinese Herbs Be Produced in North America?

By Jean Giblette, American Journal of Traditional Chinese Medicine, Vol. 5 No. 1, pp. 5- 11, July 2004

Any householder who grows peonies knows that Chinese plant species thrive in North America and other temperate regions around the world. Although few gardeners may know the history, the peonies so familiar and beloved in America are not native species, such as Paeonia brownii Douglas, but rather descendants of Paeonia lactiflora Pall. cultivars developed in China centuries ago, introduced into Europe around 1800, and from there imported to the New World.

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1997-2003

2003

Aug. 8

“Domestic Production of Chinese Medicinal Herbs” Northeast Organic Farming Association Summer Conference, Hampshire College, Amherst MA

Jan. 26

“Chinese Medicinal Herb Update” Northeast Organic Farming Association of New York, Crowne Plaza Conference Center, Albany NY

2002

Sept. 15

“Growing Chinese Herbs” Seminar on Medicinal Herb Production in New Mexico, NMSU Sustainable Agriculture Science Center, Alcalde NM

July 21

Garden Dedication, with Robert Newman L.Ac. and David Crow L.Ac., The Learning Garden, Venice High School, Venice CA

May 4

“The Future of Chinese Herbs” Panel discussion, Acupuncture and Oriental Medicine Alliance (AOMA) Annual Meeting, Miyako Hotel, San Francisco CA

2001

June 19

Field Day HFG Garden tour for Oriental Medicine students with Nigel Dawes L.Ac., Claverack NY

May 24

“Chinese Medicinal Herbs” Columbia County Garden Clubs Annual Luncheon, St. Charles Hotel, Hudson NY

May 4

“Quality in Traditional Medicines” Panel discussion with Andrew Ellis and Helene Dillard Ph.D., Acupuncture and Oriental Medicine Alliance (AOMA) Annual Meeting, Safety Harbor Resort, Safety Harbor FL

Feb. 17

“Asian Medicinal Plant Production in the US: An Update for Northern Growers” Northeast Organic Farming Association of Vermont, Vermont Technical College. Proceedings published, Randolph VT

2000

Nov. 9

“Asian Medicinal Botanicals Production in the US: A Cooperative Plan” Council of Colleges of Acupuncture and Oriental Medicine, Hilton Alexandria Old Town, Alexandria VA

July 20

“Traditional Chinese Medicines” International Herb Association Conference, Canadian Herb Society, University of Saskatchewan Extension Division, Saskatoon SK

May 5

“Introduction to Ecological Agriculture for Practitioners” Acupuncture and Oriental Medicine Alliance (AOMA) Annual Meeting, Miyako Hotel, San Francisco CA

March 23

“Introduction to Ecological Agriculture and Medicinal Plant Conservation” TriState Institute of Traditional Oriental Medicine, New York NY

Jan. 29

“Diversifying Your Operation with Chinese Medicinal Plants” Northeast Organic Farming Association of New York, Rensselaer Polytechnic Institute, Troy NY

1999

Oct. 30

“Chinese Herbs in the Northeast” Keynote Address, Medicinal Herb Conference sponsored by the Center for Agricultural Development and Entrepreneurship, The Farmer’s Museum and Northeast Farm Credit AgEnhancement Program, Cooperstown NY

Sept. 18

High Falls Gardens annual field day for the general public, Claverack NY

April 16

“Domestic Cultivation of Chinese Medicinal Plants,” Medicinal Herb Network, Northwestern Health Sciences University, Bloomington, MN

Jan. 30

“Issues in Chinese Medicinal Plant Production” Herb Growing and Marketing Network 4th Annual Conference, Harborside Inn. Proceedings published. Palm Coast FL

1998

Sept. 12

High Falls Gardens annual field day for the general public, with a slide presentation “Chinese Medicinal Herbs” at United Methodist Church Social Hall, Philmont NY

Aug. 9

“Chinese Herbalism for Growers” Northeast Organic Farming Association Summer Conference, Hampshire College, Amherst MA

1997

Nov. 8

“Community-Supported Anything” Panel discussion, Community Supported Agriculture National Association (CSANA) Conference, Jiminy Peak Conference Center, Hancock MA

Oct. 25

“Chinese Medicinal Herbs” Richters Second Annual Herb Growers Conference. Proceedings published. Toronto, Ontario

Sept. 7

First annual High Falls Gardens Field Day for the general public, Claverack NY

2004

Jan. 16-17

“Cultivating and Marketing Wild Quality in Medicinal Plants” HFG Workshop for growers, co-sponsored by CADE and NOFA-NY, Philmont NY

March 19

“Quality Herb Production: Pao Zhi” Seminar on Quality Production of Herbs, NMSU Sustainable Agriculture Science Center, co-sponsored by Western SARE and HFG, Alcalde NM

April 30

“Learning Garden Field Trip” Acupuncture and Oriental Medicine Alliance Annual Meeting, Renaissance Hotel, Hollywood CA

Sept. 10-12

“Conversations With Medicinal Plants” with Moshe Heller L.Ac., HFG workshop for graduate practitioners, NCCAOM accredited for 12 CEUs, Claverack and Ghent NY

Oct. 30

“Update on Chinese Medicinal Herb Production and Marketing” West Virginia Herb Association Fall Conference, Lakeview Resort, Morgantown WV

Dec. 4

“Chinese Medicinal Herbs: How Domestic Cultivation Can Elevate Quality and Assure Future Access to Our Materia Medica” with Mercy Yule L.Ac., Northwestern Health Sciences University, NCCAOM accredited for 4 CEUs, Bloomington MN

2005

Oct. 1-2

“Harvest Weekend” High Falls Gardens Graduate Internship 2005, 4th weekend, NCCAOM accredited 6 CEUs, Claverack, NY

Aug. 27-28

“In the Garden With Robert Newman” with Robert Newman L.Ac., HFG workshop for graduate practitioners, NCCAOM accredited for 8 CEUs, Claverack, NY

Aug. 20-21

“Cultivation Weekend” High Falls Gardens Graduate Internship 2005, 3rd weekend, NCCAOM accredited 6 CEUs, Claverack, NY

May 14-15

“Planting Weekend” High Falls Gardens Graduate Internship 2005, 2nd weekend, NCCAOM accredited 6 CEUs, Claverack, NY

May 6

“Traditional Medicines Congress Report” Panel discussion, Acupuncture and Oriental Medicine Alliance Annual Meeting, Hyatt Regency Hotel, Newport, RI

Feb. 26-27

“Germination Weekend” High Falls Gardens Graduate Internship 2005, 1st weekend, NCCAOM accredited 6 CEUs, Claverack, NY

Jan. 29

“Chinese Medicinal Botanicals” Northeast Organic Farming Association of New York, Holiday Inn Conference Center, Syracuse, NY

Jan. 20

“Chinese Medicinal Botanicals” Seminar on Chinese Medicinal Herbs, New Mexico State University and Santa Fe County Extension, Santa Fe, NM

2006

March 4-5

“Germination Weekend” High Falls Gardens Graduate Internship 2006, 1st weekend, NCCAOM accredited 6 CEUs, Claverack, NY


March 7

“Botanical Studies for Oriental Medicine” Guest lecture, herb class taught by Vivien Zhang, New England School of Acupuncture, Watertown, MA


March 9

“Botanical Studies for Oriental Medicine” Guest lecture, herb class taught by Zhen Zhen Zhang, New England School of Acupuncture, Watertown, MA


April 21

“Botanical Studies for Oriental Medicine” Guest lecture, herb class taught by Joe Hollis, Daoist Traditions School of Classical Chinese Medicine, Asheville, NC


May 5

“Botanical Studies for Oriental Medicine” Report to Council of Colleges of Acupuncture and Oriental Medicine, Keystone Resort, Keystone, CO


May 9

“Botanical Studies for Oriental Medicine” Student brown-bag session, Southwest Acupuncture College, Boulder, CO


May 20-21

“Planting Weekend” High Falls Gardens Graduate Internship 2006, 2nd weekend, NCCAOM accredited 6 CEUs, Claverack, NY


June 11

“Botanical Studies for Oriental Medicine” with Dr. Libang Zhang, New York College of Traditional Chinese Medicine, NCCAOM accredited for 3 CEUs, Mineola, NY


June 18

Annual HFG field day for the general public, with a talk by Tim Aitken, L.Ac., Claverack, NY


June 25

“Update on Chinese Medicinal Herb Production” First Herbal Expo at Indian Pueblo Cultural Center, sponsored by the New Mexico Herb Growers Association, Albuquerque, NM


July 11

“Chinese Medicinal Herbs” Presentation to Board of Directors, Berkshire Grown, Lenox Community Center, Lenox, MA


Aug. 9

Garden and Farm Tour Hosted the Schoharie Valley Garden Club at the HFG Field, Hawthorne Valley Farm and the Healing Plant, Claverack, NY


Aug. 11

“Update on Chinese Medicinal Herbs” Northeast Organic Farming Association Summer Conference, Hampshire College, Amherst, MA


Sept. 9-10

“Cultivation Weekend” High Falls Gardens Graduate Internship 2006, 3rd weekend, NCCAOM accredited 6 CEUs, Claverack, NY


Sept. 30

Garden book party for Mending the Web of Life at High Falls Gardens Field, co-sponsored by TCM Conservation Project, Claverack, NY


Oct. 14-15

“Harvest Weekend” High Falls Gardens Graduate Internship 2006, 4th weekend, NCCAOM accredited 6 CEUs, Claverack, NY


Oct. 17

“Direct Marketing of US-Grown Chinese Medicinal Botanicals” Sixth New Crops Symposium, sponsored by Association for the Advancement of Industrial Crops, Purdue University Center for New Crops & The Jefferson Institute, Hilton Hotel, San Diego, CA


Oct. 20

“Botanical Studies for Oriental Medicine” Report to Council of Colleges of Acupuncture and Oriental Medicine, Wigwam Resort, Phoenix, AZ


Dec. 5

“Botanical Studies for Oriental Medicine” Student brown-bag, Northwestern Health Sciences University, Bloomington, MN

2007

Jan. 28

“Developing a Medicinal Herb Industry in New York” panel discussion, Northeast Organic Farming Association of New York Winter Conference, Holiday Inn, Syracuse, NY

March 5

“Botanical Studies Update” Guest lectures in two herb classes, New England School of Acupuncture, Newton, MA

March 20

“Medicine in the Age of Ecology” General public, Old Hawthorne Valley Farm Store, co-sponsored by the Hawthorne Valley Association, Ghent, NY

May 20

Medicinal Plant Walk High Falls Conservation Area with Claudia Vispo, Farmscape Ecology Program and Columbia Land Conservancy, Claverack, NY

May 29

“Chinese Medicinal Plants at the Arnold Arboretum” plant walk with Vivien Zhang L.Ac, Arnold Arboretum Adult Education Program, Jamaica Plain, MA

June 1

“Botanical Studies for Oriental Medicine” Student brown-bag discussion, Bastyr University, Kenmore, WA

June 4

“Botanical Studies for Oriental Medicine” Student brown-bag session, Seattle Institute of Oriental Medicine, Seattle, WA

June 17

Field Day Annual HFG field day for the general public with a talk by Tim Aitken L.Ac., Claverack, NY

June 24

“Restoring Herbal Traditions” Keynote address, Second Herbal Expo at Indian Pueblo Cultural Center, New Mexico Herb Growers Association, Albuquerque, NM

June 24

“Update on Botanical Studies for Oriental Medicine” Second Herbal Expo at Indian Pueblo Cultural Center, New Mexico Herb Growers Association, Albuquerque, NM

June 25

“The Herb Growing Movement” interview for cable television program “Healers, Health and Healing,” with Leonie Rosenstiel Ph.D. D.O.M., Albuquerque, NM

July 13

Garden Dedication; also “Medicinal Herb Gardens as Teachers: Biodiversity, Ecology & Health” with Jason Wright L.Ac., (NCCAOM accredited 3 CEUs), New York Chiropractice College Unity Day, Seneca Falls NY

Aug. 5

Field Day: New York College of Traditional Chinese Medicine, Mineola, NY, with Dr. Libang Zhang, Claverack NY

Aug. 23

Student Intensive Week High Falls Gardens 1st Internship for graduate students of Oriental Medicine, HFG certificate for 42 hours instruction. Claverack and Ghent NY

Aug. 27

“Chinese Herbs and Health” lecture sponsored by Ovarian Cancer Support Group, Columbia County Healthcare Consortium, Hudson NY

Oct. 18

“Botanical Studies for Oriental Medicine” guest lecture in herb classes taught by Michael Berletich, Oregon College of Oriental Medicine, Portland OR

Oct. 19

“Botanical Studies for Oriental Medicine” Report to Council of Colleges of Acupuncture and Oriental Medicine, Portland OR

Nov. 9

“Botanical Studies for Oriental Medicine” workshop (NCCAOM accredited 3 CEUs), Pacific Symposium, Pacific College of Oriental Medicine, San Diego CA

Nov. 9

“The Science of Herbs: Restoring the Context” plenary session lecture (NCCAOM accredited 1 CEU), Pacific Symposium, Pacific College of Oriental Medicine, San Diego CA

Dec. 11

“The Emerging Chinese Herbs Market: Prospects for New Mexico” Alternative Crops Workshop sponsored by Western SARE and New Mexico State University, Santa Fe NM

2008

Jan. 25

Medicinal Herbs Breakout Session, Northeast Organic Farming Association of New York Winter Conference, with David Demarest, Eric Burkhart and Jean-David Derreumaux, Saratoga NY

Feb. 18

Radio Interview Farm and Garden Show, KZYX Public Radio, Mendocino CA

March 9

“Five Families: Botanical Studies for Oriental Medicine” lecture and seed germination workshop, Pacific College of Oriental Medicine, Chicago Campus, Chicago IL

April 2

“Botanical Studies for Oriental Medicine” student brown bag session, Academy of Oriental Medicine at Austin, Austin TX

April 3

“Ecology and Conservation of Chinese Medicinal Herbs” student brown bag session, Academy of Oriental Medicine at Austin, Austin TX

April 4

Garden Dedication American Botanical Council’s Case Mill Homestead, co-sponsored by Academy of Oriental Medicine at Austiin, Austin TX

April 21

Radio Interview Farm and Garden Show, KZYX Public Radio, with Peggy Schafer, Mendocino CA

April 25

“From Grower to Urban Practitioner” Roundtable on Forest Farming of Non-Timber Forest Products in Eastern North America (proceedings published), sponsored by USDA SARE and Penn State, Shaver’s Creek Environmental Center, State College PA

May 10

“Botanical Studies for Oriental Medicine” student workshop, Five Branches Institute of Traditional Chinese Medicine, with Peggy Schafer, Santa Cruz CA

May 15

“Botanical Studies for Oriental Medicine” student workshop, American College of Traditional Chinese Medicine, with Peggy Schafer, San Francisco CA

May 18

“Cultivate Dynamic Qi With Domestically Grown Chinese Herbs” workshop for Oriental Medicine practitioners and herb growers, with Peggy Schafer, Mendocino CA

June 15

Annual High Falls Gardens field day for the general public, Claverack NY

June 27

Field Day: TriState College students with Nigel Dawes L.Ac., Claverack NY

Aug. 21-27

Student Internship for graduate students of Oriental Medicine, Claverack and Ghent NY. HFG certificate for 42 hours instruction.

Oct. 16-19

Medicinal Herb Consortium educational booth, American Association of Acupuncture and Oriental Medicine conference, Westin North Shore, Chicago IL

Dec. 3-5

Asian Medicinal Herb Production and Marketing Training Program,” with Peggy Schafer and Charles A. Martin, sponsored by Western Center for Risk Management Education and NMSU, Albuquerque NM

2009

April 2-3

Asian Medicinal Herbs Production and Marketing Training Program, NMSU Sustainable Agriculture Science Center, Alcalde NM

June 14

HFG Community Field Day, Noon-4 PM

June 18

“Chinese Herbs: A New Frontier in Medicine,” sponsored by Saratoga Integrative Medicine Education Network, Saratoga Springs Public Library, Saratoga NY, 6:30 PM

June 26

HFG Field Day: TriState College, with Nigel Dawes, L.Ac., Claverack NY

Aug. 20-26

HFG Student Internship Intensive for Oriental Medicine students, Claverack and Ghent NY

Sept. 16

“Chinese Herbs: The Market, The Opportunities,” Asheville-Buncombe Technical Community College, Enka Campus, 128 Haynes Conference Center, Candler NC, 6-9 PM

Sept. 17

Mayland Community College, Spruce Pine NC, 6-9 PM

Oct. 28

“Chinese Herbs and Health,” The Audrey Harkness O’Connor Lecture at Cornell Plantations, Statler Hall Auditorium, 7:30 PM, Ithaca NY

Nov. 6-8

“Chinese Herbal Medicine in the U.S. and Ecological Agriculture,” International Symposium on Resource-Saving and Environment-Friendly Oriented Rural Society and Ecological Agriculture Development and the Fifth International Symposium on Chinese Agricultural Modernization, Dolton Spa Hotel, Changsha, Hunan

2010

April 3

Seed Germination Workshop, Academy of Oriental Medicine at Austin, 9 AM to Noon, Austin TX

April 3

“Asian Medicinal Plant Ecology, Cultivation and Conservation,” NCCAOM-accredited 3 CEUs, Academy of Oriental Medicine at Austin, 2-5 PM.

April 5

New Mexico Herb Growers Association, Albuquerque NM

April 6-9

CCAOM meetings, Albuquerque NM

April 14

Visit to Chinese Medicinal Plants at Arnold Arboretum, Boston MA

April 30

Deadline for Seed Orders

May 31

Deadline for reservations/deposits, 2010 Student Internship in August

June 13

Annual HFG Community Field Day and Plant Sale, Claverack NY

Aug. 18-25

Student Intensive Internship for graduate students of Oriental Medicine, Claverack and Ghent NY. HFG Certificate for 42 hours instruction and field work.

Nov. 4

“Chinese Herbs in Western North Carolina,” BioNetwork BioBusiness Center, AB Tech Enka, Candler, NC

Nov. 4-6

CCAOM meetings, Asheville NC