This session will introduce the HortCalculator, an online decision-support tool designed to help ornamental growers translate farm-level data into actionable financial insights. The tool generates clear analyses of profitability, breakeven points, and return on investment, giving growers confidence to evaluate sustainable production practices and new technologies. By linking financial literacy with production decisions, the HortCalculator helps growers balance profitability and sustainability, strengthening resilience in ornamental horticulture systems. The session will highlight practical applications for nursery, greenhouse, and specialty crop operations, while also exploring opportunities for research, education, and industry partnerships to scale the tool across crops and regions.

Soilless Substrate Science (S3) is a national transdisciplinary collaboration developed to support growers as we advance to the next generation of substrates. Our team is leading North American efforts to develop new substrate materials and techniques, and working with growers to support implementation, as we support the global transition to substrates that go Beyond Peat. In this webinar, Dr. Jeb Fields will discuss the S3 team efforts surrounding identification of new substrate materials, processing and development, and grower support. We will explore wood fiber processing, sugarcane bagasse substrate development, stabilization of organic fibers, databasing substrate materials, and opportunities for growers to get involved. Overall, attendees will learn about US efforts to develop domestically-sourced substrates and advance substrate science as we move towards the next generation of substrate science. Our Speaker Dr. Jeb Fields is a production horticulturist who works with growers in Florida and throughout the country to support more effective and efficient production practices through his environmental nursery research program. Jeb’s primary interests include growing media & substrate science, irrigation & fertilizer management, whole plant-water relations and plant abiotic stress physiology. Jeb is an internationally recognized substrate scientist, the leader of the Beyond Peat project through the USDA Specialty Crops Research Initiative, and the national S3 (Soilless Substrate Science) team which pursues advancements of the global substrate industry and development sustainable substrate materials and practices, including substrate stratification. Jeb is the editor for Nursery & Landscape Insider, a biweekly e-newsletter from Ball Publishing, that reaches over 32,000 stakeholders worldwide. For his efforts, he has been recognized with numerous awards, honors, and leadership positions. Prior to joining UF, Jeb was a professor and research station director with the LSU AgCenter. Jeb studied at UF for his B.S., NC State University for his M.S., and Virginia Tech for his Ph.D. – with all degrees focusing on production horticulture.