Silver Fern · Fable Generated Assets · The Show Volume

The Creative Artifact LibraryVol. 10 · Showtime.

the Cultivate '26 kit — aisle stoppers, booth graphics, handouts, demo-station loops, badge & swag, follow-up headers, the study at the show, and the ops runbook. Columbus · July · Booth 1907. No links, no QR codes — the CTA is the booth.

Readable at 20 feet · Booth 1907

104 artifacts · 13 collections · mixed static + pure-CSS motion · FLOOR and PAPER registers · ops cards INTERNAL

V10-01 · 8 artifacts

Aisle Stoppers

Banners readable at 20 feet — one idea per surface, Booth 1907 as the only CTA.

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Cultivate · Columbus · JulyBooth 1907

The busiest week of your year
shouldn’t be the most surprising.

wk 10wk 11wk 12wk 13wk 14wk 15wk 16wk 17wk 18

The Busiest Week

An overhead aisle banner for the main approach to Booth 1907. One sentence, aimed at anyone who has lived through a week 14, with the week ruler underneath to put the claim in grower time. Static print at 1600x500.

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Silver Fern · Work SuiteBooth 1907

28 vendors sell software to growers.

2 ship native AI.

Our competitor file · 28 tracked · June 2026

Twenty-Eight to Two

The count comes from our competitor research — 28 tracked vendors, 2 shipping native AI, no names on the banner. The dot grid makes the ratio visible from the far end of the aisle before the sentence resolves. It hangs in a hall that contains the other 26.

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Silver Fern · Work SuiteBooth 1907

Your workbook has 47 tabs.

Ask us how we know.

Sheet1Sheet1 (2)wk14wk14 FINALFINAL v2FINAL FINALcopy of copy (3)DO NOT TOUCH

Forty-Seven Tabs

The wry one, for the person who owns the workbook. The tab strip along the bottom edge does the recognizing — nobody reads this line without counting their own file. Static print for a cross-aisle position near 1907.

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Silver Fern · Work SuiteBooth 1907

One system.Five modules.The season, run.

FORECAST™PRODUCE™FULFILL™RESTOCK™PORTAL
Cultivate · Columbus · July

One System, Five Modules

The whole pitch in seven words, stamped on one phrase at a time so it reads mid-stride from the long aisle. The five plates land in module colors after the words settle. Runs about five seconds and holds the finished frame.

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#REF! ##### =SUM(?) circular reference #DIV/0!
Cultivate · Columbus · July

Booth 1907.

Bring your ugliest spreadsheet.

Ugliest Spreadsheet

The booth number is the whole call to action — nothing to scan, nothing to remember but 1907. The broken cells behind it set the terms of the visit: bring the real file, not the cleaned-up one. Static print for the hall crossing nearest the booth.

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Silver Fern · Work Suite
850
850 → 855 → 856 → 810

the 850 answers itself here.

purchase order in. acknowledgment, ship notice, invoice out. nobody retypes anything.

Booth 1907

The 850 Answers Itself

Bait for anyone who already knows what an 850 is; everyone else is allowed to keep walking. The flow line spells the rest — order in, acknowledgment, ship notice, invoice out. It earns the stop from exactly the people we want at 1907.

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Silver Fern · Work SuitePublished · Per year

Published pricing.

Ask anyway.

Grow$9.6K
Scale$28K
Pro$50K
Enterprise$108K+

Published Pricing

Pricing on an aisle banner, where anyone can read it without talking to us first. The four tiers are verbatim from the sheet we hand out at the booth. The second line leaves room for the conversation the banner is meant to start.

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Booth 1907

V10-02 · 8 artifacts

Booth Graphics

Counter cards, totems, placards, and the portrait-edge welcome loop.

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The Grower’s
Operating
System
Columbus · July
Booth 1907

Backdrop Echo Panel

The counter-size echo of the booth backdrop — same mark, same lockup, held at arm’s length instead of across the aisle. It prints at 1200×1500 and stands on the counter at Booth 1907 in Columbus. One idea on one surface, so a passerby gets the whole message in a glance.

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One System · Five Modules
01FORECAST™Plan.
02PRODUCE™Grow.
03FULFILL™Ship.
04RESTOCK™Refill.
05PORTALSell.
Booth 1907

Module Totem

Five plates, five modules, one word of work each. A standing totem print for the booth corner; every plate carries its module’s own semantic color so the kit stays consistent surface to surface. A visitor reads the whole system top to bottom without breaking stride.

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What we do
In fifteen seconds.
01
One system. Five modules. The season, run.
02
The 850 answers itself. Pay-by-scan posts the counts.
03
fernie™ creates orders overnight. You approve them.
The long version takes fifteen minutes. Booth 1907

Fifteen Seconds

The counter card that answers the first question anyone asks at a booth. Three numbered lines, sized to be read while someone else is still talking. Each line names real nouns — the 850, pay-by-scan, an approval — so the follow-up question writes itself.

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The demo menu
Pick one.
◆ availability
what buyers see, live
◆ the 850
in and answered, no rekeying
◆ reorder points
the PO that fires itself
◆ fernie™
creates the order — you approve it
Pick the one that hurts. Booth 1907

The Demo Menu

A shelf talker for the demo station: four demos, one choice. The visitor picks the thing that hurts and the walkthrough starts there instead of at a slide. Naming the 850 and reorder points out loud filters for the people who live with them.

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fernie™
fernie™ works the night shift.
Voicemail, email, a scribbled order — condensed into order lines by morning. You approve them over coffee.
Booth 1907

fernie™ Works the Night Shift

A counter card for the fernie™ conversation, set at 2 AM: one lit window in a dark range. The claim stays inside the fact — fernie™ creates the order lines, and a grower approves every one. It prints at 1200×1500 for the counter stack at Booth 1907.

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The Grower Consolidation Study
188
Events
218
Companies
1,468
Sources
Ask for the walkthrough.
Booth 1907

The Study Placard

The placard that stands beside the printed study on the booth counter. The three counts are the study’s actual totals — events, companies, sources — and nothing else shares the surface with them. The walkthrough ask turns a passing glance into a conversation.

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Support
We answer the phone.
Two rings. A person who knows what week 14 means.
Booth 1907

We Answer the Phone

A standing sign for the support question nobody asks out loud at a trade show. Two rings and a person is the whole promise, so it gets the whole surface. Week 14 is on the card for the growers who know exactly what that week feels like.

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The busiest week of your year shouldn’t be the most surprising.
One system. Five modules. The season, run.
Bring your ugliest spreadsheet.
Published pricing. Ask anyway.
Booth
1907
Columbus · July

V10-03 · 8 artifacts

Handouts

Printable one-pagers: the module map, the readiness checklist, the study abstract, pricing without asterisks.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
WORK SUITE — ON ONE SHEET
One system. The season, run.
THE MODULES
FORECAST™Plans the season by week number, not by memory.
PRODUCE™Tracks the crop from plug to bench to ready.
FULFILL™Turns orders into picks, racks, and trucks.
RESTOCK™Watches reorder points and fires the PO.
PORTALBuyers see live availability instead of calling for it.
MOBILE — the whole system, standing in the greenhouse.
fernie™ creates the overnight paperwork. You approve it.
THE PLAN
01
WALK THROUGH
Bring the workbook. We map it to modules on the spot.
02
START SMALL
One module first, in the slow season.
03
WAVE IN
Add the next when the first has earned it.
PUBLISHED TIERS — PER YEAR
GROW
$9.6K
SCALE
$28K
PRO
$50K
ENTERPRISE
$108K+
BOOTH 1907 — BRING YOUR UGLIEST SPREADSHEETSF-C26 · SHEET 01/08

The One-Pager

The whole pitch on one printable sheet: five modules with their jobs, a three-step start, and the published tiers. It ships in the booth folder as the default leave-behind at 1907. One sheet survives the trip home better than a conversation does.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
LEAVE-BEHIND · KEEP THIS SHEET
Ready for week 14?
01The week-number calendar is posted where the crew can see it.
02The availability list matches what is actually on the benches.
03Reorder points are set before the first big pull, not after it.
04Racks are counted — out, back, and unaccounted for.
05Plug orders are confirmed against the sow schedule.
06Someone can answer “what ships this week” without the workbook.
07The 850 lands without anyone retyping it. Big-box only.
08Pay-by-scan credits are checked against what actually scanned.
09The busiest Saturday has a phone plan.
10The workbook has a backup — and a retirement date.
Three or more open boxes is a normal spring. It is also fixable. Booth 1907.
USEFUL EITHER WAY — THAT IS THE POINTSF-C26 · SHEET 02/08

Spring-Readiness Checklist

A ten-point checklist in grower nouns — racks, plugs, reorder points, the 850 — that holds up whether or not they ever call us. It ships as the transitional-value leave-behind in the booth folder. A sheet that helps first is the one that earns the follow-up email.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
ABSTRACT · THE GROWER CONSOLIDATION STUDY
Fifty years of fewer.
ACT I
It starts quietly.
Three events in the 1970s. A trickle for twenty years.
ACT II
The middle disappears.
The mid-size operation becomes the acquired, not the acquirer.
ACT III
Fewer, bigger, faster.
The 2010s post 61 events. The 2020s stand at 54.
3 10 33 27 61 54 1970s 1980s 1990s 2000s 2010s 2020s
CONSOLIDATION EVENTS BY DECADE · 188 TOTAL
188 EVENTS
218 COMPANIES
1,468 SOURCES
HOW TO GET THE FULL STUDY
Ask for the walkthrough at Booth 1907, or reply to the note this abstract came with. No badge scan required.
THE WHOLE STORY TAKES ABOUT FIFTEEN MINUTESSF-C26 · SHEET 03/08

Consolidation Study Abstract

The fifty-year story in three acts, the per-decade event chart, and how to get the full study. It ships in the booth folder and rides along in the post-show delivery email. The chart carries the argument; the acts give it a spine.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
FOR BIG-BOX SUPPLIERS · THE EDI SHEET
The 850 answers itself.
Four documents. One ladder. Nobody retypes anything.
YOUR OPERATION
850
PURCHASE ORDER
The retailer’s order lands as data, not as a fax to retype.
IN
855
ACKNOWLEDGMENT
You confirm what will ship, line by line, from real availability.
OUT
856
ADVANCE SHIP NOTICE
Built from what actually left the dock — before the truck arrives.
OUT
810
INVOICE
Matches the 856, so it gets paid without a dispute cycle.
OUT
THE RETAILER
AND FOR PAY-BY-SCAN
You own the plant until it scans at the register. Work Suite reconciles scan files against what shipped, so the weekly credit stops being a mystery.
SUPPLY BIG-BOX? COME TALK ABOUT THE 850 — BOOTH 1907SF-C26 · SHEET 04/08

The EDI Sheet

The 850-855-856-810 flow drawn as one ladder between the operation and the retailer, with pay-by-scan handled below it. It ships to attendees who supply big-box and want the retyping to stop. The diagram answers the question they actually walk up with.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
PUBLISHED PRICING · PER YEAR
The number is the number.
GROW
For the operation ready to get off the workbook.
$9.6K
PER YEAR
SCALE
For growers shipping weekly, season in, season out.
$28K
PER YEAR
PRO
For operations running big-box programs at volume.
$50K
PER YEAR
ENTERPRISE
For multi-site operations that want the whole system everywhere.
$108K+
PER YEAR
No asterisks on this sheet. Nothing here is quote-only, and the plus sign is printed, not whispered.
PUBLISHED PRICING. ASK ANYWAY — BOOTH 1907SF-C26 · SHEET 05/08

The Pricing Sheet

Four tiers, four prices, one line each on who the tier is for. It ships in the booth folder and matches the printed number — no asterisks anywhere on it. Published pricing is the argument, so the sheet is the proof.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
THE NIGHT SHIFT
fernie™
it creates. growers approve.
WHAT IT CREATES
+Order lines from the voicemails and emails that land overnight.
+Buyer confirmations, queued to send — after your OK.
+A morning list of all of it, in one place.
WHAT YOU APPROVE
Every line, before it posts. One look, one tap — but always a person’s tap. The morning list takes about as long as the first coffee.
WHAT IT NEVER DOES
✕Speaks to a customer pretending to be you.
✕Invents an order it cannot trace to a message.
✕Posts, ships, or sends anything on its own.
IT WORKS THE NIGHT SHIFT. YOU STILL RUN THE PLACE.SF-C26 · SHEET 06/08

The fernie™ Sheet

What fernie™ creates, what growers approve, and what it never does, on one ruled page. It ships in the booth folder for the attendee who is curious about the AI and wary of it. The never column does more of the selling than the creates column.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
STRAIGHT TALK · PRINT CUT
What we won’t say.
✕“It runs itself.”
— It doesn’t. You approve every line, every day.
✕“Switching mid-year is painless.”
— It’s work. We carry most of it. It is still work.
✕“The AI runs your greenhouse.”
— It types. You decide.
✕“You’ll never count a rack again.”
— You’ll count it once. You’ll stop counting it twice.
✕“The price depends.”
— It doesn’t. It’s published, and it’s in this folder.
Everything we will say takes about fifteen minutes.
THE REST IS SAID AT BOOTH 1907SF-C26 · SHEET 07/08

The Honesty Card

Five claims we refuse to make, struck through, each with the plainer truth underneath. It ships as a print cut of the Vol 8 honesty piece, folded into the booth folder. It works because it refuses to oversell.

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the grower’s operating system
CULTIVATE ’26
COLUMBUS · JULY
THE AGREEMENT PLAN · PRINT CUT
Five commitments.
Signed before we ask you to sign anything.
1.The published price is the contract price. The sheet in this folder is the deal.
2.A person answers the phone. In week 14, especially.
3.Your data stays yours. Export it any day, in plain files.
4.Nothing posts without a grower’s approval. fernie™ included.
5.If the fit is wrong, we say so. Before you sign, not after.
SIGNATURE RULES
We sign first. You keep the sheet.
GROWER — SIGNATURE
DATE
Silver Fern
SILVER FERN — SIGNATURE
Columbus · July
DATE
COUNTERSIGNED AT BOOTH 1907SF-C26 · SHEET 08/08

V10-04 · 8 artifacts

Demo-Station Screens

Idle-attractor loops that demo the product while nobody is touching it.

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DEMO STATION · BOOTH 1907

Availability posts itself.

SPRING AVAILABILITY · WK 14LIVE
WK 14WK 15WK 16WK 17 FLATS 1204480440360280 4.5" ANNUALS960920760600 1 GAL PERENNIALS240240180120 HANGING BASKETS320300260200
POSTED
Counts land. The sheet posts. It starts over.

Availability Posts Itself — Idle Loop

Idle attractor for the demo-station screens at Booth 1907. A spring availability grid fills row by row, takes a POSTED stamp, clears, and fills again. The loop makes the pitch while the team is mid-conversation: the sheet publishes itself with no hand on it.

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DEMO STATION · BOOTH 1907
FULFILL™

The 850 answers itself.

BUYEREDI DESK
Work SuiteFULFILL™
850 · PO
855 · ACK
856 · ASN
OUT TRAY
850 IN·855 OUT·856 QUEUED
Purchase order in. Acknowledgment out. Ship notice queued. Nobody retypes anything.

The 850 Answers Itself — EDI Handshake Loop

Idle loop for the demo stations, aimed at anyone who supplies big-box and knows what an 850 is. A purchase order pill travels in, the acknowledgment travels back, and the ship notice drops into the out tray, over and over. The three-step caption reads at a walk.

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DEMO STATION · BOOTH 1907
RESTOCK™

It reorders before you run out.

REORDER PT
TRAYS ON HAND
PO → SUPPLIER
SUPPLIERPO RECEIVED
Stock touches the line, the purchase order goes out on its own, the bench refills.

RESTOCK™ Gauge — Reorder Point Loop

Idle loop for the demo stations at Booth 1907. A stock gauge drains to the dashed reorder line, a purchase order fires across to the supplier, and the level climbs back — then it happens again. The whole argument for RESTOCK™ fits in one glance at 3 mph.

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DEMO STATION · BOOTH 1907
fernie™

fernie™ reads the inbox.

VOICEMAIL · 0:42
EMAIL · re: spring add-on
VOICEMAIL · 1:05
EMAIL · fwd: wk 15 racks
→
ORDER · WK 15FOR YOUR APPROVAL
4.5" ANNUALS× 240
1 GAL PERENNIALS× 96
HANGING BASKETS× 48
APPROVE ✓
fernie™ creates the order lines. You approve them. Nothing ships without you.

fernie™ Reads the Inbox — Idle Loop

Idle loop for the demo stations at Booth 1907. Voicemails and emails stack up on the left, then condense into clean order lines on a paper-white order card, waiting on an approve button. It shows the division of labor honestly: fernie™ creates, the grower approves.

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DEMO STATION · BOOTH 1907
FULFILL™

Pay-by-scan, on a heartbeat.

REGISTER TOTAL · THIS WEEK
$12,40123456789001234567890
SCANSCANSCAN
Scans come in from the stores. The week's total keeps itself.

Pay-by-Scan Heartbeat — Idle Loop

Idle loop for the demo stations at Booth 1907, built for suppliers living on pay-by-scan. A bright pulse sweeps a heartbeat line while the register total's last digits keep climbing. The rhythm reads from across the aisle; the details pull people in for the walkthrough.

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DEMO STATION · BOOTH 1907
FORECAST™

See the weeks before they arrive.

WK 10WK 12WK 14 · NOWWK 16WK 18
NEXT UP
WK 15
WK 16
WK 17
WK 18
The solid line is what happened. The dashed line runs ahead of the calendar.

FORECAST™ Ahead of the Calendar — Idle Loop

Idle loop for the demo stations at Booth 1907. A dashed FORECAST™ line keeps drawing itself past the NOW marker while the week card on the right flips ahead of it. One glance says the whole thing: the plan runs in front of the calendar, not behind it.

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BOOTH 1907 · COLUMBUS · JULY
SILVER FERN
FORECAST™
PRODUCE™
FULFILL™
RESTOCK™
PORTAL
fernie™
the grower's operating system

Module Orbit Ident — Booth Screen Cut

The Vol. 6 orbit ident recut for the demo stations at Booth 1907. Five module chips circle the koru at a slow, even pace while fernie™ runs a tighter inner orbit the other way. It holds the screen between demos and names the whole system without a word of pitch.

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DEMO STATION · BOOTH 1907

Touch nothing.
This is the whole demo.

ONE ORDER · FIVE MODULES · ZERO CLICKS
PLANNEDFORECAST™
GROWNPRODUCE™
SHIPPEDFULFILL™
RESTOCKEDRESTOCK™
POSTEDPORTAL
ORDER Nº 1907
One order moves down the line, station to station, all day. Ask for the version with your numbers in it.

V10-05 · 8 artifacts

Badge & Swag

Lanyard cards, sticker sheets, pins, and shirt backs that start conversations.

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ask me about
week 14
CULTIVATE · COLUMBUS · BOOTH 1907

Lanyard Card — Front

Front face of the lanyard card worn by everyone working Booth 1907. "Ask me about week 14" hands a passing grower an easy opener about the week that decides their spring. Prints 1080 square on standard badge stock.

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the grower's
operating system
CULTIVATE · COLUMBUS · JULY
if found, return to booth 1907.

Lanyard Card — Back

Back face of the same lanyard card, because badges flip and stay flipped. The wordmark and the one-line version of the company keep working either way, and the lost-and-found line usually gets a smile. Same 1080-square print stock as the front.

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SILVER FERN · CULTIVATE '26STICKER SHEET · KISS-CUT VINYL
GROWNNOTROLLED UP
A · Ø 76 MM
B · Ø 45 MM · DIE-CUT
BOOTH 1907
C · 70 × 25 MM
fernie™
D · Ø 32 MM
MATTE VINYL · PEEL FROM BACKING
HAND OUT FREELY
SWAG-03PRINT · CMYK + WHITE INK

Show Sticker Sheet

Kiss-cut vinyl sheet for the counter bowl at Booth 1907. Four cuts: the line, the koru, the booth number, and the fernie™ micro mark. Stickers travel farther than brochures and cost less to lose.

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MERCH PRINT SPEC — HAT & SHIRT LOCKUPSWAG-04
x
x
MINIMUM WIDTH · 38 MM
CLEAR SPACEkoru height ×1 on all sides. nothing inside the box.
ONE COLORcream on field green. ink on paper. never outlined.
PLACEMENTleft chest on shirts. centered on the hat crown.

Merch Lockup Plate

The one sheet the merch vendor gets: koru over wordmark, clear space measured in koru heights, one ink per garment. It exists so the hats and shirts at the show match the backdrop behind them. Ships as a print-ready plate with the swag order.

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I BROUGHT MY UGLIEST SPREADSHEET BOOTH 1907
Ø 57 mm · pin-back · take a handful

Ugliest Spreadsheet Button

A 57 mm pin-back button for anyone who takes the aisle-stopper's dare. The wearer starts conversations down every aisle that we could never start ourselves. Lives in a bowl next to the sticker sheet at Booth 1907.

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ENAMEL PIN — THE SHIPPING RACKSWAG-06
38 MM
DIE-STRUCK · HARD ENAMELraised silver lines, flat color fills.
FIVE FILLSthree greens, one gold, one silver.
PLATINGsilver, like the rack it is modeled on.
BACKtwo butterfly clutches. no spinning racks.
CULTIVATE '26 · BOOTH 1907SWAG · GIVEAWAY

The Rack Pin

Production spec for the enamel pin: a shipping rack in three greens with a gold banner reading "ships weekly." Every grower who ships on racks recognizes it on sight. Handed out at the counter and worn on show lanyards by lunch.

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WK 01 WK 14 WK 26 WK 40 WK 52
▸ ▸ ▸ ▸
FORECAST™PRODUCE™FULFILL™RESTOCK™PORTAL
AND AROUND AGAIN
BOOTH1907
wrap 1600×500 · seam at left edge

Water-Bottle Wrap

Full-bleed wrap for the show water bottles: the season drawn as one band in the five module colors, week ticks above, with week 14 marked in gold. The return line underneath makes the point — the season comes back around. Prints 1600 by 500 with the seam at the left edge.

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ASK ME WHAT THE 850 IS
SILVER FERN · BOOTH 1907
booth-staff tee · back print · cream + gold on field green

V10-06 · 8 artifacts

Show Social

Announce, day-of, mid-show, and wrap cards — zero invented numbers.

SHIP-READY▸ SETTLES1080x1080
SEE US THERE · CULTIVATE ’26
CULTIVATE · COLUMBUS
SILVER FERN
the grower’s operating system
BOOTH 1907

Columbus, July.
Booth 1907.

Bring a question. Bring a spreadsheet. Bring both.

Columbus, July — Announce

Announce card for the company feeds, posted the week before the show. It says where and nothing else — Columbus, July, Booth 1907. The badge drops in, swings, and settles because one prop moving reads faster in a feed than a paragraph.

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BOOTH 1907 · COLUMBUS · JULY

What we’re bringing.

FORECAST™the plan
PRODUCE™the crop
FULFILL™the orders
RESTOCK™the reorders
PORTALthe buyers
fernie™the paperwork
fernie™ creates; growers approve.
ONE SYSTEM · THE SEASON, RUN

What We’re Bringing — Roll Call

Pre-show roll call for LinkedIn and the newsletter. Five modules and fernie™ stamp in one at a time, each with the one thing it covers. The stagger gives every name its own beat without adding a word of copy.

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DAY ONE · CULTIVATE · COLUMBUS

Doors open.

Aisle by aisle, the industry compares notes.
1907
FIND US AT 1907

Doors Open — Day One

Day-one card for the morning the doors open. The floor grid lights aisle by aisle and holds with 1907 lit; there are no attendance figures and no crowd claims. The sweep says the hall is filling without inventing a number.

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THE GROWER CONSOLIDATION STUDY
188consolidation events,
documented one by one.
218COMPANIES
1,468SOURCES
Ask for the walkthrough at Booth 1907.
CULTIVATE · COLUMBUS · JULY

188 Events — Study Card

Mid-show study card, static, in the paper register. It carries the three real counts from the Grower Consolidation study and one ask — the walkthrough at Booth 1907. The numbers sit in a document grid because the study is the draw, not the styling.

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ST*850*0001
BEG*00*SA*····
PO1*1*48*CA*····
PO1*2*96*EA*····
CTT*2
SE*6*0001
850

If you supply big-box,
come talk about the 850.

850 IN → 855 OUT → 856 QUEUED → 810 SENT
BOOTH 1907

The 850 — Big-Box Card

A qualifying card for growers who supply big-box retail. The 850 numeral and a six-line skeleton of the document do the sorting; anyone who recognizes it is the visitor we want. It runs static in the feeds during show week.

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MID-SHOW · BOOTH 1907

Our pitch is
a boring Saturday.

Week 15. Racks staged. Counts posted.
Orders answered.

No one refreshing a workbook.
No one guessing.

Come pick it apart at Booth 1907.

A Boring Saturday — Mid-Show

Mid-show card cut for the feeds. The pitch lands one line at a time and settles on the ask, the way it gets said out loud at the booth. The paper register keeps it a statement rather than a poster.

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FINAL DAY · CULTIVATE · COLUMBUS

Last day.

Bring the spreadsheet.
BOOTH 1907 · UNTIL THE FLOOR CLOSES

Last Day — Bring the Spreadsheet

Last-day card for the final morning of the show. One instruction at poster size, high contrast, readable at thumbnail size in a feed for the same reason it reads at 20 feet on the floor. Static because there is nothing left to add.

SHIP-READY▸ SETTLES1080x1080

Columbus, thank you.

Back to shipping.
SEE YOU NEXT JULY

V10-07 · 8 artifacts

Follow-Up Headers

The post-show email sequence, built on questions safe to answer no.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 1
CULTIVATE · COLUMBUS · JULY
BOOTH 1907
SILVER FERN

Good meeting you at 1907.

Is it a bad time to keep talking?

A ONE-LINE REPLY SETTLES IT EITHER WAY

Good meeting you at 1907

The opening header of the post-show email sequence, sent only to people we actually met at the booth. The badge does the remembering, and the question is easy to answer either way, which is what earns a reply. Headers in this set ship static because mail clients strip motion.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 2

You mentioned week 14.

We wrote it down. When we talk again, that’s where we’ll start.

BOOTH 1907 · NOTES
follow up — week 14

You mentioned week 14

Second touch in the sequence, used only when the booth conversation left a specific detail behind. Playing the prospect’s own week number back proves someone wrote it down, which is rarer than it should be. The circled note carries the message before the body copy starts.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 3
THE STUDY
Grower Consolidation
188EVENTS
218COMPANIES
1,468SOURCES

The consolidation study you asked about.

Attached whole, as promised at the booth. The short version: fewer companies, bigger companies, faster deals.

NO FORM ON THE OTHER END — JUST THE DOCUMENT

The study you asked about

The value-delivery touch. The Grower Consolidation study travels whole, with no form and no gate, because handing over the real document builds more trust than describing it. The cover stats let the header make its case before the attachment is even opened.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 4

Have you given up on fixing availability this season?

“No” is a fine answer. It just tells us to keep going.

SPRING AVAILABILITY · WEEKS 12–16
WK 12WK 13WK 14WK 15WK 16 PLUGS— 4.5 IN—— 1 GAL—

Have you given up on availability?

The re-engagement header for threads that went quiet after Columbus. The question is framed so the easy answer restarts the conversation instead of closing it. The shorted grid points the blame at the season’s chaos, never at the reader.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 5
WORK SUITE WALK-THROUGH
OFFER STANDS
ISSUED AT BOOTH 1907 · CULTIVATE · COLUMBUS
ADMIT ONE

Your walk-through offer stands.

Reply with a week that works. We’ll build it around your operation, not a script.

The offer stands

The direct ask in the middle of the sequence, kept calm on purpose. The ticket frames the walk-through as something already granted, so replying feels like redeeming an offer rather than requesting a meeting. Reply is the only mechanism — no links, per the show kit’s standing rule.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 6

We talked about the 850. Here’s the flow.

From retailer PO to reconciled payment, without the rekeying.

THE 850 ARRIVES RETAILER PO, AS SENT ORDER BUILDS IN FULFILL™ RACKS GO OUT PICKED AND SHIPPED PAY-BY-SCAN SETTLED LINE BY LINE

The 850, drawn out

The technical follow-up for anyone who talked EDI at the booth. Big-box supply runs on the 850, so the header answers in the reader’s own vocabulary before the body copy starts. Four boxes and three arrows — the flow, not the architecture.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 7

Should I close your file from Cultivate?

“Close it” ends the emails, no hard feelings. “Not yet” keeps your notes on the desk.

CULTIVATE ’26 · BOOTH 1907
FILE · OPEN

Should I close your file?

The dignified last touch. Offering to close the file hands the reader a clean exit, and a clean exit is the easiest thing in the sequence to decline. Either one-word reply beats another week of silence.

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SILVER FERN · WORK SUITEAFTER CULTIVATE · NO. 8

See you next July.

Or sooner, if spring misbehaves.

JAN FEB MAR APR MAY JUN CULTIVATE · COLUMBUS · BOOTH 1907 JUL AUG SEP OCT NOV DEC SPRING

V10-08 · 8 artifacts

Meet Us

Walk-through invites and the no-pitch pledge — you talk, we count.

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CULTIVATE · COLUMBUS · JULY

Walk-throughs at the booth, all day.

No times to book. No sign-up sheet. Walk up and we start where your season is.

ALL DAYBOOTH 1907NO SIGN-UP

Walk-Throughs, All Day

An invite card for the pre-show mailer and the booth counter stack. It makes one promise — a walk-through with no booking and no sheet — and repeats the booth number. The double hairline frame reads as an invitation rather than an ad, which is the register this offer needs.

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MEET US · CULTIVATE ’26

Who’s at 1907.

01
ENGINEERING

Writes the code you would be running. Ask the hard ones.

02
GROWER OPERATIONS

Speaks racks, benches, and week numbers. Bring your season.

03
LEADERSHIP

Sets the published pricing. Ask anything about it.

NO NAMES PRINTED · COME GET THEM IN PERSON

Who's at 1907

A roster card for the counter and the pre-show sequence. It lists the booth by role instead of by name, so a reader can pick their conversation before they arrive. Leaving the names off gives them a reason to walk up.

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THE QUESTION EVERYONE CARRIES

Bring your questions about switching mid-year.

We would rather answer them at the booth than have you carry them home.

you’d be here
JFMAMJJASOND
BOOTH 1907CULTIVATE · COLUMBUS · JULY

The Mid-Year Question

A standing sign for the demo-station edge. It says the thing attendees think about all week and rarely say out loud, and the season strip puts July where it actually falls. One question per surface keeps it readable from the aisle.

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THE PROMISE · BOOTH 1907

The 15-minute honest demo.

You talk. We count.

YOU TALK · 10 MIN
WE COUNT · 5 MIN
051015

If it is not a fit, we say so in minute eleven.

The 15-Minute Honest Demo

A promise card for the counter and the follow-up print kit. The fifteen-segment bar shows the split before anyone sits down: ten minutes of you talking, five of us counting. Printing the ratio is what makes it a promise instead of a slogan.

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CULTIVATE · COLUMBUS · JULY
first coffee’s on the show.conversation’s on us.
BOOTH 1907

First Coffee

A square card for the coffee line and the show feed. The show pours the first cup; the card claims what happens after it. The koru poured into the crema is the only branding on the surface.

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TAKE-HOME · GIVE THIS TO THE DECIDER

For the person who couldn’t come.

You’re on the floor. They’re back running the operation. Hand them this card.

01WHAT THIS IS

Work Suite — the grower’s operating system. FORECAST™ · PRODUCE™ · FULFILL™ · RESTOCK™ · PORTAL · MOBILE. fernie™ creates; growers approve.

02WHAT IT COSTS

GROW $9.6K · SCALE $28K · PRO $50K · ENTERPRISE $108K+ /yr. Published. Nothing quote-only.

03WHAT TO ASK US

How a mid-year switch works. What the 850 is. What fernie™ creates overnight, and who approves it.

PICKED UP AT BOOTH 1907 · CULTIVATE · COLUMBUS · JULY

For the Person Who Couldn't Come

A take-home card sized to survive the flight back. It compresses the booth into three sections — what this is, what it costs, what to ask — so an attendee can hand the decision upward without translating anything. The pricing is printed because it is published.

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BENCH PLAN · NOT TO SCALE
AFTER THE SHOW

We walk floors too.

Columbus is our booth. The follow-up is yours — benches, racks, coolers, the real aisle widths.

ASK AT BOOTH 1907

We Walk Floors Too

A follow-up offer card for the post-show sequence. The route draws itself from the door across a generic bench plan and settles on the spot where the next conversation should happen — their floor, not ours. The resting frame is the finished route, so the offer reads even without the motion.

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THE NO-PITCH PLEDGE
CULTIVATE ’26
VISITOR
name (optional)
NOT REQUIRED

No badge scan required to ask a question.

Ask. We answer. The scanner stays in the drawer.

BOOTH 1907

V10-09 · 8 artifacts

Show One-Liners, Kinetic

Kinetic type for the screens between demos.

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CULTIVATE · COLUMBUS · JULYSILVER FERN · WORK SUITE
WK 08WK 10WK 12WK 14WK 16WK 18WK 20
Spring decides your year.
Decide back.
THE SEASON, RUNBOOTH 1907

Decide Back

Kinetic one-liner for the between-demo screens at Booth 1907. The setup line lands over a week-number strip and dims, then the answer stamps in as the spring window underlines itself. The two-beat timing gives a passing attendee the whole argument in under five seconds.

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CULTIVATE · COLUMBUS · JULYSILVER FERN · WORK SUITE
Fewer,
bigger,
faster.

Pick two is over.

It’s all three now.

FEWER HANDS, MORE BENCHESBOOTH 1907

All Three Now

Consolidation one-liner for the demo-station screens. Three words stack, then eight of twelve rooflines fade while four grow and a light passes down the row — fewer, bigger, faster, drawn instead of said. The answer settles at reading size for anyone who slows down.

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=SUM(K12:K44)
wk 14
avail?
availrackswk 12
CULTIVATE · COLUMBUS · JULYSILVER FERN · WORK SUITE
The workbook retires.
The grower doesn’t.
ONE SYSTEM, NOT A STACK OF TABSBOOTH 1907

The Workbook Retires

Between-demo screen for Booth 1907. A ghost spreadsheet with its formulas and sheet tabs sits behind the first line, then clears out as the second line lands in green. Retiring the grid on screen makes the point a half-second before the words do.

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CULTIVATE · COLUMBUS · JULYSILVER FERN · WORK SUITE
Software should know
what a greenhouse is.
BUILT FOR THE BENCH, NOT THE BINDERBOOTH 1907

Creed, Show Cut

The product creed recut for the show floor. The line rises in two beats while a gutter-connect roofline draws itself along the bottom and a low light comes up behind the glass. It runs in the between-demo rotation at Booth 1907 and reads from the aisle.

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CULTIVATE · COLUMBUS · JULYSILVER FERN · WORK SUITE
INVENTORY, THE SHORT VERSION
COUNTED.
bench count
POSTED.
to the books
SHIPPED.
on the truck
THE COUNT HOLDSBOOTH 1907

Three Stamps

The inventory story in three verbs, stamped one per second down the frame. Each stamp carries a caption in floor language — bench count, to the books, on the truck. Runs on the demo-station screens at Booth 1907 between walkthroughs.

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CULTIVATE · COLUMBUS · JULYSILVER FERN · WORK SUITE
Ask the vendor next door
what a plug is.
…we’ll wait.
this is one ↑
SOFTWARE THAT GREW UP IN A GREENHOUSEBOOTH 1907

What a Plug Is

The wry one in the rotation. The line lands, holds a beat, then a 288-cell tray fades in with exactly one plug filled and labeled. No vendor is named; the tray answers the question.

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CULTIVATE · COLUMBUS · JULYSILVER FERN · WORK SUITE
Quote-only pricing is a price.
Ours is published.
PER YEAR
GROW
$9.6K
SCALE
$28K
PRO
$50K
ENTERPRISE
$108K+
NO QUOTE CALL REQUIREDBOOTH 1907

Published

Pricing one-liner for the between-demo screens. The turn lands in green, then the four published tiers settle along a bottom rail, per year, no asterisks. Putting the numbers on a public screen is the argument.

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the grower’s
operating system
CULTIVATE · COLUMBUS · JULY · BOOTH 1907

V10-10 · 8 artifacts

The Study at the Show

The Grower Consolidation study as the booth’s intellectual draw — 188 events · 218 companies · 1,468 sources.

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SILVER FERN · THE GROWER CONSOLIDATION STUDY
Fifty years,
three acts.

188 consolidation events · 218 companies · 1,468 sources

ACT IThe quiet years1970s–1980s · 13 EVENTS

Operations trade hands one at a time. The record stays thin for twenty years.

1970s3
1980s10
ACT IIThe wave builds1990s–2000s · 60 EVENTS

Retail concentrates, and the supply side starts to follow. Sixty events in twenty years.

1990s33
2000s27
ACT IIIThe middle disappears2010s–2020s · 115 EVENTS

115 of the study's 188 events land in the last two decades.

2010s61
2020s54
Twenty minutes at the booth walks the whole timeline.
BOOTH 1907

The Three-Act Poster

The consolidation study set as one wall poster — fifty years, three acts, per-decade counts under each act. It hangs on the booth wall at Cultivate and anchors the print kit. Someone walking past gets the shape of the story, and someone who stops gets the numbers.

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THE GROWER CONSOLIDATION STUDY · PRINT CUT
Consolidation events per decade
N = 188
60
40
20
3
10
33
27
61
54
1970s1980s1990s2000s2010s2020s
ACT I · 13 EVENTSACT II · 60 EVENTSACT III · 115 EVENTS
188 EVENTS · 218 COMPANIES · 1,468 SOURCES

The Decade Chart, Print Cut

The study's per-decade event chart, cut for print. It rides in the handout stack and sits beside the study display at Booth 1907. Six bars carry the argument, and the act brackets tie the chart back to the poster.

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FROM THE GROWER CONSOLIDATION STUDY

The big get bigger.

The small hold on.

The middle disappears.

188 EVENTS · 218 COMPANIES · 1,468 SOURCES
Ask for the walkthrough.BOOTH 1907

The Middle Disappears

A quote card built on the study's shortest finding. It plays on the booth tablet and ships in the post-show social set. The middle band collapsing as the line lands is the finding itself, played once and held.

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THE GROWER CONSOLIDATION STUDY
Eight drivers, one direction.
PRINT CUT
01
Retail concentration

Fewer buyers, writing bigger orders.

02
Succession

No one in line for the keys.

03
Labor

Spring crews get harder to field.

04
Freight

Racks cost more to move every year.

05
Capital

Glass and steel take deep pockets.

06
Buyer requirements

Big-box asks for EDI and scan data.

07
Land pressure

Development bids on greenhouse ground.

08
Outside capital

Roll-ups are shopping the middle.

188 EVENTS ACROSS 50 YEARS · THE DRIVERS BEHIND THEMBOOTH 1907

The Drivers Plate

The study's eight consolidation drivers set as a printed grid, one plain sentence each. It ships as a handout page and a counter card at Booth 1907. The grid reads in a single pass and gives a visitor eight reasons to ask for the walkthrough.

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WHY WE DID THE RESEARCH
We build software for growers. We needed to know where the industry is headed.

So we read the record — 1,468 sources, end to end. We traced 218 companies through 188 consolidation events across fifty years, and wrote down what the pattern says. We use it to decide what to build. Growers use it to decide what comes next.

ASK FOR THE WALKTHROUGH · BOOTH 1907
1,468
SOURCES READ
218
COMPANIES TRACED
188
CONSOLIDATION EVENTS

Why We Did the Research

The credential card that answers why a software company wrote an industry study. It sits beside the study display at the booth and ships in the follow-up packet. The numbers on the right rail do the qualifying, so the copy stays short.

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THE GROWER CONSOLIDATION STUDY · LIVE WALKTHROUGH
Twenty minutes. The whole fifty-year story.
BOOTH 1907
NO SIGN-UP · JUST ASK
3
1970s
10
1980s
33
1990s
27
2000s
61
2010s
54
2020s

The Walkthrough Invite

The walkthrough invite, cut as a banner for the study table and the follow-up email header. Twenty minutes is the whole offer, so it is the headline. The decade strip underneath shows the story it promises.

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the grower consolidation study

staying independent is an operations problem.

it has an operations answer.

ask for the study walkthrough.booth 1907

The Independence Card

The independence line, set to settle in two beats with a pause between problem and answer. It plays on the booth screen between walkthroughs and ships as a card in the follow-up sequence. The pause is the argument.

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THE STUDY, THEN THE SYSTEM
The same system that watches the industry runs your operation.
THE STUDY
188
EVENTS
218
COMPANIES
1,468
SOURCES

Fifty years of consolidation on one timeline, with the drivers behind it.

YOUR OPERATION
FORECAST™ PRODUCE™ FULFILL™ RESTOCK™ PORTAL MOBILE

Work Suite runs the season the study describes — availability, orders, racks, replenishment.

Intelligence is the add-on that brings the industry view inside Work Suite.BOOTH 1907

V10-11 · 8 artifacts

Live Theater Loops

Product theater recut as long-running booth loops.

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CULTIVATE '26 · COLUMBUS · JULY

Spring,
in one screen.

BOOTH 1907
FORECAST™
AVAILABILITY
ORDERS
RESTOCK™
PO →
WEEK
14
PEAK SHIP
FULFILL™

Spring in One Screen

A wide idle loop for the booth's main wall: six panels of a spring operation breathing at once — the curve, the counts, the orders, the reorder tube, the week, the trucks. It runs on the big screen whenever nobody is mid-demo. The staggered rhythm reads as a working room from twenty feet, not a slideshow.

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RACK LIFE · CULTIVATE '26
SHIPS WEEKLY.
RACKS OUT · RACKS BACK · BOOTH 1907

Rack Life — Show Cut

The Vol. 6 rack loop recut as a header banner: one shipping rack crosses the screen with its wheels turning, trays loaded. It runs on the long screen above the booth counter. The rack is the unit growers actually think in, so it carries the whole line by itself.

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THE RELAY · BOOTH 1907

One order.
Five modules.

ORDER 1907
FORECAST™
PRODUCE™
FULFILL™
RESTOCK™
PORTAL
the handoff is the demo · watch the order travel

One Order, Five Modules

A relay loop: one order token travels the track and each module station lights in its own color as the work arrives. It runs on the demo-station screen between walk-throughs. The handoff story tells itself without a spoken word, which is what an idle screen is for.

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02:00
THE NIGHT SHIFT

fernie™ works
the night shift.

creates order lines overnight — you approve in the morning
voicemail · 0:41 — “...six racks of 4.5-inch...”
email 11:48 PM — “can you add two carts”
text — “same as last week but earlier”
voicemail · 1:57 — “week 28, not 29”
email — “PO to follow, need it wk 27”
ORDER LINES · CREATED OVERNIGHT
4.5-in geranium × 6 racks — wk 28✓ line created
cart add × 2 — same ship-to✓ line created
PO pending — flagged for wk 27✓ flagged
AWAITING YOUR APPROVAL · 7:00 AM

fernie™ Night Shift

A loop of scattered 2 AM messages — voicemails, emails, texts — condensing into clean order lines that wait for morning sign-off. It runs on a side screen at the booth. fernie™ creates the lines and the gold chip makes the approval rule visible: growers approve, always.

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CULTIVATE '26 · COLUMBUS · JULY
WK 1
WK 14
WK 27
WK 40
THE SEASON RING
One tray,
all the way around.
BOOTH 1907
FORECAST™ PRODUCE™ FULFILL™ RESTOCK™ PORTAL

The Season Ring

A square loop for the corner screen: one tray travels the full season ring, with module colors marking each leg of the year. It runs wherever the booth has a square or portrait panel to fill. The circle makes the point the copy never has to — the system covers the whole year, not one busy month.

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PORTAL · LIVE AT THE BOOTH

Counted here. Posted there.

GREENHOUSE · MOBILE COUNT
4.5-in geranium240COUNTED
1801 impatiens96COUNTED
10-in basket60COUNTED
BUYER VIEW · PORTAL
4.5-in geranium240POSTED
1801 impatiens96POSTED
10-in basket60POSTED
the count posts itself · the buyer sees it live

Counted Here, Posted There

A split-screen loop: counts land on the greenhouse side, a pulse crosses the divider, and the same numbers post to the buyer's PORTAL view a beat later. It runs at the PORTAL demo station. The delay between the two stamps is the product, so the animation makes it the whole show.

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BOOTH 1907 · WALK-THROUGHS ALL DAY
LOADING THE
NEXT DEMO

The Sprout Loader — Show Cut

The Vol. 6 sprout loader recut for the show: a seedling draws itself up while the next walk-through queues. It runs on any idle screen at Booth 1907. A loading animation that grows fits a company that ships plants, and it reads clearly from across the aisle.

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CULTIVATE '26 · COLUMBUS · JULY
Dusk to dawn,
the season runs.
BOOTH 1907

V10-12 · 8 artifacts

Post-Show

Sorry-we-missed-you cards and the sequences that keep Columbus warm into fall.

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AFTER CULTIVATE · COLUMBUS · JULY

We missed you
at 1907.

One booth, long days, a lot of spreadsheets confessed. Yours is still welcome.

REPLY AND WE BRING THE WALKTHROUGH TO YOU
1907
WHERE WE STOOD · BOOTH 1907

We Missed You at 1907

The lead card for the sorry-we-missed-you email, sent the week after Cultivate wraps. The floor plan puts the booth on the record instead of describing it, which keeps the note to two sentences. The reply line carries the entire ask.

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AFTER-SHOW RECAP · CULTIVATE ’26

Here’s what the booth said.

The whole booth on one page, for the person who couldn’t make Columbus.

01 · THE LINE ON THE BACKDROP
The Grower’s Operating System
02 · THE MODULES
FORECAST™plan
PRODUCE™grow
FULFILL™ship
RESTOCK™replenish
PORTALsell

with MOBILE standing in the greenhouse, and fernie™ — it creates the paperwork, growers approve it.

03 · WHAT WE DEMOED
availabilitythe 850reorder pointsfernie™
04 · THE STUDY ON THE TABLE
188EVENTS
218COMPANIES
1,468SOURCES
05 · PRICING, PUBLISHED
GROW $9.6K · SCALE $28K · PRO $50K · ENTERPRISE $108K+ /yr
Any exhibit, in full, by reply. Name the number.BOOTH 1907 · COLUMBUS · JULY

Here’s What the Booth Said

A one-page recap of the booth for the person who never made Columbus. It ships as the body of the no-show follow-up and holds up printed on a single sheet. Every numbered exhibit can be sent in full by reply.

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GROWER CONSOLIDATION STUDY · AFTER CULTIVATE

The study, since you couldn’t make it.

Who bought whom, and what it means for staying independent.

REPLY “STUDY” AND IT’S YOURS
188EVENTS
218COMPANIES
1,468SOURCES

The Study, Since You Couldn’t Make It

Email header for delivering the Grower Consolidation study to no-shows and to anyone who asked at the booth. The three counts do the credentialing so the message under it stays short. It sits at the top of the study-delivery note in the post-show sequence.

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THIRTY DAYS AFTER CULTIVATE

Columbus was loud.
Your operation isn’t.

Good time to talk?

THE SHOW NOW

Thirty Days After

The thirty-day touch, sent after the post-show noise dies down. The waveform runs from show-floor jitter to a flat green line, which makes the argument without another paragraph. It heads the quiet middle of the follow-up sequence.

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THE FALL PIVOT

spring planning starts in September.
so does step one.

Onboard in the quiet months. Run week 14 on the new system, not the old workbook.

THE RUNWAY SPRING STEP ONE JULAUGSEPOCTNOVDECJANFEBMARAPRMAYJUN

The Fall Pivot

The late-summer header that turns show conversations into fall onboarding. The timeline draws the runway from a September start to spring on the new system, in months instead of promises. It ships when a stalled thread needs a concrete next step.

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CULTIVATE ’26 · AFTER THE FLOOR

What we heard on the floor.

No names. The same five stories, aisle after aisle.

01Availability still built by hand, Sunday nights.
02Orders re-keyed twice before a truck moves.
03Week 14 planned from last spring’s memory.
04Pay-by-scan math done on paper, after close.
05One workbook. Nobody is sure which tab is true.

Every one has an answer. Reply with yours.

— THE BOOTH CREW
CULTIVATE ’26 · COLUMBUS · JULYBOOTH 1907

What We Heard on the Floor

A post-show social card reporting what the floor kept saying, with no names, no quotes, and no numbers. The five lines land one at a time, the way the same stories repeated aisle after aisle, and the card rests fully legible. It posts in the week after the show.

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CREW
CULTIVATE ’26
BOOTH 1907 · COLUMBUS
TO THE BOOTH CREW

you ran the booth.
the booth ran well.

Long days on concrete. Every demo landed. Every question got a straight answer. Take the weekend.

— SILVER FERN

Booth Crew Thank-You

A thank-you for the people who staffed 1907, written so it can go on the feed without edits. The badge is theirs and the sentences are short on purpose. It ships internally first, publicly if the crew is fine with it.

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SEE YOU NEXT YEAR
JULY AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN

same corner
of Columbus,
next July.

The months between are for shipping.

UNTIL THEN — WE’RE A REPLY AWAY

V10-13 · 8 artifacts

Show Operations

The internal runbook: rotations, demo paths, floor discovery, follow-up SLA. INTERNAL.

INTERNAL■ STATIC1200×750
CULTIVATE '26 · COLUMBUS · JULY · BOOTH 1907INTERNAL · BOOTH STAFF

Booth duty rotation

Print fresh each morning. Names go on in pen — never in the file.

OPEN → MIDDAY
MIDDAY → CLOSE
LEADowns the booth
DEMOSruns the stations
FLOORaisle, scans, coffee
■ breaks: 20 min, one at a time■ never below two on the floor■ handoffs out loud, not by text

Booth-Duty Rotation Template

A blank duty grid for the inside of the booth closet door, printed fresh each show morning. Roles and dayparts are fixed in the file; names go on in pen, so no staff name ever lives in a printed asset. The three-role, two-daypart grid keeps the floor covered without anyone checking a phone.

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CULTIVATE '26 · COLUMBUS · JULY · BOOTH 1907INTERNAL · BOOTH STAFF

The demo runbook

Four paths. Pick one. Finish it.

1
Availability
RUN IT WHEN

They can't answer “what's ready to ship” without a phone call to the greenhouse.

THE BEAT
COUNT→POST→BUYER SEES IT
2
The 850
RUN IT WHEN

They supply big-box and somebody said EDI with a sigh.

THE BEAT
850 IN→855 OUT→856 QUEUED
3
Reorder points RESTOCK™
RUN IT WHEN

The minimums live in one person's head, and that person is at the show.

THE BEAT
GAUGE DIPS→PO FIRES→SHELF HOLDS
4
fernie™
RUN IT WHEN

They ask what the AI actually does all day.

THE BEAT
NIGHT MAIL→ORDER LINES→GROWER APPROVES

fernie™ creates the lines. It never posts them — the grower approves.

One path per conversation. If they want a second, that's a sit-down — write it in the notes.

The Demo Runbook

The staff runbook for the four demo paths at Booth 1907, printed and taped at each demo station. Each path names the visitor it is for and the beat to hit, so any staffer can run any station without improvising. One path per conversation keeps demos short and keeps the promise of the fifteen-minute format.

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CULTIVATE '26 · THE AISLE · BOOTH 1907INTERNAL · BOOTH STAFF

Discovery at three miles an hour

They are walking. One good question stops them. Three keep them.

1

What does week 14 look like in your operation?

→ surfaces the season plan

2

How do counts reach your buyers right now?

→ surfaces the availability chaos

3

What have you already tried?

→ surfaces the tool graveyard, without blame

ask one. stop talking. count to three before you fill the silence.

Discovery at 3 MPH

A pocket card of three openers for working the aisle, sized to slide behind a lanyard badge. Each question is open-ended and answerable by someone walking past at three miles an hour. The small annotations remind staff what each answer actually surfaces, so the follow-up notes write themselves.

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CULTIVATE '26 · BOOTH 1907 · THE SCANNERINTERNAL · BOOTH STAFF

Scan after value.
Never before.

Earn it first — a question answered, a demo run, the study promised. Then ask for the badge.

WRITE IN THE NOTES

■ what they grow, and how much

■ channel — big-box, independent, wholesale

■ the thing they asked about

■ what we promised, and by when

A scan without notes is a name without a conversation.

Badge-Scan Etiquette

The scan-discipline card, posted at the counter where the scanner lives. The rule is one line — scan only after the visitor got something, an answer or a demo or a promised study. The notes list on the right turns each scan into a follow-up someone can actually write on the plane.

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CULTIVATE '26 · BOOTH 1907 · QUALIFICATIONINTERNAL · BOOTH STAFF

The four-field read

Enough to route the follow-up right. Their words, their units.

01OPERATION SIZE

houses, acres, racks — their unit, not ours

02CHANNEL

big-box, independent, wholesale, direct

03SEASON START

the week the wheels start turning

04CURRENT SYSTEM

a workbook counts as a system

four fields fill in one honest conversation. three is still a pass.

The Four-Field Read

The qualification shorthand staff keep behind the counter — size, channel, season start, and current system. Four fields are enough to route a follow-up to the right person with the right materials. The hints keep every answer in the visitor's own units instead of ours.

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CULTIVATE '26 · BOOTH 1907 · COUNTER CARDINTERNAL · BOOTH STAFF

Three you'll hear by mid-morning

One line each. Then stop selling.

BURNED BEFORE
SAY:

Fair. Pricing is published and the demo is fifteen minutes. Hold us to both.

Don't defend the last vendor. Don't pile on either.

TOO BUSY
SAY:

Take the one-pager and keep walking. It reads at three miles an hour.

Let them go. The follow-up does the work.

MID-YEAR SWITCH
SAY:

Nobody should switch mid-season. Step one lands in September.

September is the answer, not a discount.

Objection Quick Cards

Quick-reference responses to the three objections the booth hears most, printed as a small counter card facing the staff side. Each response is one honest line, with a posture note underneath. Nothing here argues; every line leaves the door open and hands the rest to the follow-up.

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CULTIVATE '26 · THE FOLLOW-UP RULEINTERNAL · BOOTH STAFF

Every conversation gets a reply before the flight home.

Same day if you can. From your own name, always. Say the thing they said back to them — the week number, the workbook, the buyer who wants counts.

COLUMBUS → HOME
CULTIVATE '26 · BOOTH 1907 · JULY
gate closes either way. notes don't wait.
notes in
reply sent
next step named

The Follow-Up Rule

The follow-up standard for the whole booth team, posted in the back closet and read out at close each day. Every real conversation gets a personal reply before anyone boards the plane home. The boarding-pass stub at the bottom is the three-box checklist that makes the rule a habit.

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CULTIVATE '26 · BOOTH 1907 · LAST HOURINTERNAL · BOOTH STAFF

Teardown. Nothing walks.

Crates close on a count, not a guess.

SHIPS BACK

backdrop + frame

demo screens + stands

counter cards + totem plates

unused handouts + study copies

pin + sticker trays

STAYS WITH THE HALL

rented counter + stools

carpet + pad

power drop + rigging

anything with the hall's tag on it

GETS COUNTED

scans, each with notes attached

one-pagers: brought minus left

walkthroughs promised

follow-ups owed, by owner

crates, against the packing list

We count trays for a living. The booth gets a cycle count too.