The 2014 Farwest Trade Show, produced by the Oregon Association of Nurseries, will take place August 21 through 23 in Portland, Ore. The OAN represents and serves more than 800 wholesale growers, retailers,
landscapers and suppliers.

Described as a "legend in horticulture," Dr. Michael Dirr will be one of the lead speakers at this year's Farwest Trade Show, which focuses on the latest trends, research, breeding, and introductions impacting the nursery industry present and future.

Dirr is a retired University of Georgia professor and an owner and partner at Plant Introductions Inc. His lecture, "The Sun Never Sets on Woody Plant Introductions: Reflections & Observations on the Best of the New', will share his perspective on new woody plants that he feels rise above mediocrity.

Dirr believes there is always room for a truly unique and great new plant that will bring the most jaded gardeners joy and encourage an open pocketbook. He will present his talk on Thursday, August 21 from 8 to 9am.

Dr. Dirr will take the stage again from 9:30 to11am with Natalia Hamill, brand and business development manager at Bailey Nurseries Inc., with a talk entitled "What It Takes to Launch a New Product in Today's Intensely Competitive Marketplace." Acknowledging that marketing is the prime mover for new plants to gain acceptance, Dirr and Hamill will share their experiences on the journey from conceptualization and orchestration of a breeding/introduction program to the marketing, branding and financial management that goes into a new plant launch.

Dr. Dirr travels around the world to lecture, teach, and study new plants. He is a best-selling author, has received countless awards and honors, and has made tremendous contributions in raising the bar of horticulture awareness for the industry and gardening public.