August 2020 - 12

perspectives
BY DANIEL NORDEN
Equipping Growers with
Towering Substrate Solutions
My path into the horticulture business goes back to when
I was 5 years old. Like most kids that age, I never wanted to
be left out of any activity, especially if it was something my
older brother was doing. So when he decided to
get involved with 4H, I wasn't far behind. When he
joined the local horticulture club, I was next to him
signing up. When he started entering gardening
contests, I was competing beside him.
Looking back all these years later, I have him to
thank for cultivating my passion for horticulture. If
he hadn't included me in his interests all those years
ago, I might be on a completely different career path.
Now, in my work for HydraFiber, I strive to bring
Daniel Norden is
senior R&D and
technical specialist
manager for Profile
Products, and a
member of GPN's
40 Under 40 Class
of 2020. He can be
reached at dnorden@
profileproducts.com.
that same inclusiveness and attentiveness to growers
all around the world. Every day, we're developing
wood fiber substrate solutions for growers of any
size and providing them with better plants and better
margins, regardless of the equipment, labor, and
setup they have in their greenhouse. A big part of how we've
been able to reach that goal is by working directly with growers
and listening to their unique operations.
When we first brought HydraFiber to the market in 2015,
we were met with skepticism. Up until a few years ago, there
hadn't been much disruptive innovation in the substrate world.
Let's face it, substrates have never been the most attractive
aspect of the horticulture industry, and for a long time, they
were thought of as just a mix of different raw materials with a
race to the bottom on price. However, we were able to show,
from a technical perspective, why particular types of wood
fiber substrates work, why they're safe and why they're even
better - not only for the plants, but also for the environment.
AN ONGOING CONVERSATION
As the senior R&D and technical specialist manager
at HydraFiber, I often talk with growers to learn about
the industry challenges they face, and then we tackle
those challenges in our R&D greenhouses. Through these
conversations, I quickly found that no two growers are
exactly alike and as I learned about each unique operation,
I was able to recommend best formulations, offer product
advice, and promote best cultural practices.
Having those conversations helps build trust in a way like
nothing else can, and by including more customers in the
conversation, we're developing more inclusive products that
can meet the needs of more growers.
As we've had these conversations over the years, one of
the things we continued to hear was that growers wanted
an option for our wood fiber substrate that didn't require
specialized equipment. All HydraFiber substrates are shipped
as compressed material to lower shipping costs and save on
storage space. When HydraFiber's original product, Ultra,
was initially developed, the highly compressed bales (13:1)
required a specialized processing unit for blending. While this
is still the most effective way to maximize the cost benefits of
HydraFiber, we realized that adding a new piece of equipment
isn't an option for everyone.
A SOLUTION FOR EVERY GROWER
As we talked with growers, we took their feedback and
began to brainstorm ways to make the benefits of HydraFiber
available to anyone who wanted to try it.
That led us to our latest innovation: HydraFiber EZ Blend 95
cubic-foot towers and HydraFiber Ultra 95 cubic-foot towers
in T160 and T365 formulations. The chemical and physical
properties of the products are identical to those sold in
individual bales, but the towers require no special equipment
and can quickly and seamlessly be added into existing
operations with minimal production changes. Growers who pad
mix or use bale busters or ribbon blenders in their operations
will find success with the towers without having to increase
their labor or costs.
The EZ Blend tower is compressed at a 4:1 ratio, providing
a total yield of about 400 cubic feet, and Ultra towers are
compressed at a 6:1 ratio, providing a total yield of about 600
cubic feet. Regardless of the HydraFiber tower you choose, the
product provides a better yield than conventional raw material
towers. This is especially important when considering freight
efficiency. You'll need fewer truckloads of HydraFiber to achieve
the same yield as conventional raw materials, which lends itself
not only to lower costs, but also to helping the environment.
With these towers, I truly feel we're one step closer to having
a substrate solution for every grower. I'm energized when I get
to talk to customers who now have the chance to try a wood
fiber substrate for the first time. Sometimes I wonder if that's
how my brother must have felt when he was introducing me
to my first plants, guiding me in my first 4H competition or
helping me to learn as much as I could about this industry. I
think back to how we shared in the excitement of seeing our
seeds grow into award-winning plants. Since then, I've been
able to share in that excitement with hundreds of growers. And
I can only hope that with these towers, I'll have the opportunity
to share it with hundreds more.
12 AUGUST 2020 GPNMAG.COM
http://www.GPNMAG.COM
August 2020

Table of Contents for the Digital Edition of August 2020
