Oregon Association of Nurseries

What Oregon Association of Nurseries does

The Oregon Association of Nurseries (OAN) is a non-profit trade association founded in 1933 and headquartered in Wilsonville, Oregon. It represents more than 700 nursery stock producers, retailers, landscapers, and allied suppliers serving Oregon's $1.22 billion nursery and greenhouse industry — ranked as Oregon's #1 agricultural commodity in sales for 8 of the last 10 years, with roughly 74-80% of production shipped out of state. The association operates with a small professional staff of 10-12 led by Executive Director/CEO Jeff Stone, governed by a volunteer board and executive committee, and operates two affiliated entities: the Oregon Nurseries Foundation (scholarships) and the Oregon Nurseries Political Action Committee (ONPAC).

OAN's core offerings are member benefits, events, and publications rather than technology products. The flagship commercial asset is the Farwest Show, an annual August trade exhibition at the Portland Expo Center that draws 4,000+ attendees from 25+ countries and 45+ states, making it the largest green-industry trade show in the Western United States. Secondary assets include Digger Magazine (60-year monthly trade publication, 8,000+ readers, Farwest Edition reaching 10,500+), NurseryGuide.com (594,000 annual page views, 122,000 unique visitors), and the Plant Something Oregon consumer initiative (12,000 e-newsletter subscribers, 35,000 road maps distributed annually). The technology stack is conventional: YourMembership association management software, PayFabric for payment processing, and standard CMS/email platforms — there is no proprietary technology product.

Revenue is diversified across five streams: tiered membership dues (eight regular categories from $340 for sub-$100K-revenue firms to $4,685 for $20M+ firms, plus associate/out-of-state/individual tiers), Farwest Show booth and sponsorship revenue (~400 exhibitors), advertising across print and digital publications, commissions from endorsed partner programs (group health/dental/workers comp through Leonard Adams Insurance and SAIF, fuel through Ed Staub & Sons up to 15% off, H-2A labor through m\u00e1sLabor, legal through Jordan Ramis PC, credit card processing through PayFabric, office supplies through Staples), and online store sales of publications and training materials. Distribution combines a self-serve member portal (OAN.org), the annual Farwest Show, and chapter-based local engagement across Oregon regions. The GTM motion is sales-led and event-driven, with member recruitment concentrated around industry events and direct outreach to growers, retailers, landscapers, and suppliers.

Name

Oregon Association of Nurseries

Legal name

Oregon Association of Nurseries

Website

https://oan.org

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

1–10 employees

Short description

The Oregon Association of Nurseries is a 1933-founded non-profit trade association representing 700+ nursery stock producers, retailers, landscapers, and allied suppliers in Oregon's $1.22 billion nursery industry, delivering membership services, the Farwest Show, publications, and advocacy.

Ownership category

akta.pro rank

Product category

Trade Association Services (Nursery and Greenhouse Industry)

NAICS

Nursery and Floriculture Production (11142), Nursery and Tree Production (111421)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Nursery trade association
• Horticulture industry advocacy
• Trade show organizer
• Member benefit programs
• Agricultural marketing directory

Headquarters

HQ city

Wilsonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Membership Dues: Annual membership dues collected from nursery stock producers, retailers, landscapers and related companies. Dues are tiered based on gross sales revenue, ranging from $340 for smallest operations to $4,685 for those with $20 million+ in revenue.
2. Trade Show Revenue: Revenue generated from the Farwest Show exhibition booths, sponsorships, and event registrations. The show attracts nearly 400 exhibitors.
3. Advertising and Publications: Revenue from advertising in Digger magazine, Nursery Guide print and digital editions, OAN Member Update, and Plant Something Oregon newsletter.
4. Product Sales: Sales of publications, merchandise, safety training materials, and nursery-related products through the OAN online store.
5. Insurance Programs: Commission revenue from endorsed insurance programs through Leonard Adams Insurance for health, dental, property/casualty, and workers compensation insurance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Oregon Association of Nurseries is a non-profit trade association serving more than 700 nursery stock producers, retailers, landscapers and allied suppliers across Oregon. It delivers annual membership services (tiered dues from $340 to $4,685), operates the Farwest Show trade exhibition, publishes Digger Magazine and the OAN Nursery Guide, runs the NurseryGuide.com online directory, and provides endorsed member-benefit programs including group insurance, fuel discounts, legal access, credit card processing and H-2A guest worker services. Its government affairs and advocacy work spans local, state and federal levels on labor, pest, disease and regulatory matters affecting Oregon's $1.22 billion nursery and greenhouse industry.

Product overview

The Oregon Association of Nurseries (OAN) is a non-profit trade association, not a traditional product company. Its offerings consist of member benefits, events, publications, and services supporting Oregon's $1.22 billion nursery and greenhouse industry. The core products include the Farwest Show (annual trade show), NurseryGuide.com (digital directory), Digger Magazine (monthly publication), and Plant Something Oregon marketing initiatives. Member benefits encompass health insurance, credit card processing, fuel discounts, office supplies, guest worker services, legal access, safety training, and scholarships. The association also provides advocacy, political action committee (ONPAC), and resources for pest and disease management including the Safe Procurement and Production Manual.

Differentiator

Problem solved

Functional benefit

Brands

• Farwest Show: The largest green industry trade show in the western United States, attracting over 4,000 industry leaders from 25+ countries and 45+ states annually in August.
• Digger Magazine
• Nursery Guide
• Plant Something Oregon

Products and services

• Farwest Show Annual trade show held in August at the Portland Expo Center, described as the largest green industry trade show in the western United States. Attracts over 4,000 industry professionals from 25+ countries and 45+ states, featuring wholesale growers (37%), retail garden centers (21%), and landscape professionals (7%). Members receive free show-only passes and per-booth cost savings.
• NurseryGuide.com Online buyers guide platform with over 594,000 annual page views helping nearly 122,000 unique visitors find plants, supplies, and services. OAN members receive free online business profiles and volume pricing for listings.
• Digger Magazine Monthly trade magazine published for 60 years with national and international readership of over 8,000 nursery professionals. The Farwest Edition reaches more than 10,500 readers. Members receive complimentary subscriptions and 18% discount on advertising.
• OAN Nursery Guide (Print) Annual print buyers guide introduced at the Farwest Show with over 16,000 listings for wholesale plants, nursery supplies, and related services. Used year-round by nearly 7,000 motivated buyers.
• Group Health, Dental, and Workers Compensation Insurance Group insurance programs (health, dental, property/casualty, and workers compensation) offered to OAN members through partnership with Leonard Adams Insurance.
• Fuel Discount Program Fuel discount program through Ed Staub & Sons providing up to 15% off retail prices. Includes card lock fuel and bulk fuel delivery options for eligible OAN members.
• Legal Access Program Free legal consultation program providing up to 30 minutes per calendar month of legal advice from Jordan Ramis PC attorneys for regular and associate OAN members.
• Guest Worker Services (másLabor) Preferred H-2A guest worker services vendor program providing custom consultations, housing connections, compliance guides, and full online reference documentation for agricultural labor needs of OAN members.
• Credit Card Processing (PayFabric) Payment processing service through PayFabric by EVO Payments, enabling self-service payment options, electronic check acceptance, and qualified Level 2 and 3 data submission for lower processing rates. Three months free eCheck processing offered to OAN members.
• Office Supplies (Staples Business Advantage) Office supply discount program through Staples Business Advantage offering pre-priced catalogs with 4,000 frequently used items, free shipping, next-day delivery on orders over $50, and access to StaplesLink.com online ordering for OAN members.
• Trucks to Trade Shows Annual program shipping member plant material to key nursery trade shows across the country. Members palletize materials for delivery to a host nursery for loading, reducing shipping costs and increasing convenience.
• First Aid and CPR Training Free First Aid and Adult CPR certification training classes available in English and Spanish at multiple locations. Certification valid for two years with small class sizes for personalized attention.
• Plant Something Oregon E-newsletter and Road Map Consumer-focused promotional initiative including a bi-annual printed Road Map distributed to 35,000 gardeners throughout Oregon and S.W. Washington via retailers, garden clubs, extension groups and visitor centers, plus a consumer e-newsletter reaching 8,900-12,000 subscribers encouraging home gardening through OAN member retail nurseries.
• Oregon Nurseries Foundation Scholarships Scholarship program awarding 21 different scholarships annually to students preparing for careers in ornamental horticulture and related fields, funded by member contributions.
• OAN Convention Annual convention featuring updates on important green industry issues, new board introductions, award ceremonies, and industry celebrations, held each November at Sunriver Resort.
• Safe Procurement and Production Manual 106-page guide on pest and pathogen prevention using a systems approach for nursery stock production. Available as free PDF download with print version available for purchase through the OAN Online Store.
• Shade Tree Certificate Program Program helping homeowners replace trees interfering with power lines. Foresters with Portland General Electric provide certificates redeemable at any OAN member nursery, with reimbursement for certificate amounts.
• OAN Online Store Online store offering OAN Nursery Guide, Digger Magazine subscriptions, Forklift Training Program DVD, Oregon Grown Signs, Safety CD, Stretching Exercises Poster, and Plant Something Oregon Road Maps.
• Oregon Nurseries Political Action Committee (ONPAC) Political action committee supporting nursery-friendly candidates in Oregon elections, with annual Duffers Classic Golf Tournament fundraising event.

Quantifiable outcome

• Save $600 per 10x10 booth at Farwest Show through membership
• +3 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• másLaborcoreStrategic or Co-development PartnermásLabor has been selected as the Preferred Guest Worker Services Vendor for OAN. Members receive custom consultations on H-2A labor applications, dedicated resources, housing connections, compliance guides, and full online reference documentation (másWiki).
• Leonard Adams InsurancecoreOthersLeonard Adams Insurance is the officially endorsed provider of group health, dental, property/casualty, and workers compensation insurance for OAN members.
• Jordan Ramis PCcoreOthersJordan Ramis PC provides free 30-minute legal consultations monthly to regular and associate OAN members through the Legal Access Program. Attorney Steve Shropshire handles consultations.
• Ed Staub & SonsmajorOthersEd Staub & Sons provides an exclusive fuel discount program for OAN members, offering up to 15% off retail prices with card lock fuel and bulk delivery options.
• Staples Business AdvantageminorOthersStaples Business Advantage provides office supply discounts, free shipping, and next-day delivery for OAN members with orders over $50.
• SAIF CorporationcoreOthersSAIF is OAN's workers' compensation carrier and provides safety training resources, materials, and First Aid/CPR certification classes in partnership with the association.
• Oregon State UniversitycoreStrategic or Co-development PartnerOAN partners with OSU on research initiatives, including the Nursery Science Summit at NWREC and annual research grants coordinated through the Research Committee.
• USDA APHIScoreStrategic or Co-development PartnerUSDA Animal and Plant Health Inspection Service works with OAN on pest and disease regulations including Box Tree Moth, Emerald Ash Borer, Sudden Oak Death, and Japanese Beetle programs.
• The Oregon Garden FoundationminorStrategic or Co-development PartnerNon-profit organization established in 1994 by OAN to develop and operate The Oregon Garden in Silverton, showcasing nursery industry expertise.
• Oregon Department of AgriculturecoreOthersODA coordinates with OAN on nursery license fees, research grants, pest and disease programs, and regulatory compliance. Houses the Nursery Advisory Board.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Nursery Growers of Ontario (NGO): Canadian nursery grower association serving Ontario producers. Comparable in advocacy and grower-services mission, though geographically separate and operating under Canadian regulations.
• Washington State Nursery & Landscape Association (WSNLA): Pacific Northwest neighbor trade association representing Washington nursery and landscape professionals. Highly comparable in membership tiers, advocacy focus, and Pacific Northwest market dynamics, though smaller in scale than OAN.

Direct peers

• Michigan Nursery and Landscape Association (MNLA): State nursery and landscape association offering certification (Certified Nursery & Landscape Professional), advocacy, and trade show services. Comparable in member tiers, advocacy structure, and benefits portfolio.
• California Association of Nurseries and Garden Centers (CANGC): State-level nursery and garden center trade association serving California's similarly large nursery industry. Comparable in structure, advocacy focus, and member-benefit model, though operating in a different state regulatory environment.
• Garden Centers of America: Trade association specifically for independent garden center retailers. Overlaps with OAN's retail nursery members and provides comparable networking, education, and advocacy services for the retail segment.
• Tennessee Nursery and Landscape Association (TNLA): State-level nursery and landscape trade association running certification, advocacy, and trade events. Closely comparable membership and event-driven business model to OAN, though serving a different regional market.
• Southern Nursery Association (SNA): Regional nursery trade association serving the Southeastern US. Comparable in member-benefit structure, research partnerships, and industry advocacy focus, though operating in a different climate and production zone.

Broad incumbents

• AmericanHort: National trade association for the green industry, formed from the merger of ANLA and OFA. AmericanHort serves as OAN's national counterpart, advocating for nursery, greenhouse, and garden center operators at the federal level - directly comparable in mission and member-benefit structure.

Others

• Oregon Farm Bureau: Oregon's general agriculture trade association, of which many OAN members are also members. Comparable in advocacy, lobbying, and member-benefit structure for Oregon agricultural producers, though broader than OAN's nursery focus.

Emerging players

• Perennial Plant Association: Trade association focused on perennial plants with education, networking, and a well-known Perennial Plant of the Year program. Comparable in member-benefit and event structure but narrower in scope than OAN's full nursery industry coverage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/oregon-association-of-nurseries
• Instagraminstagram.com/nexgenhort
• Facebookfacebook.com/OregonAssociationofNurseries

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Oregon Association of Nurseries