Melinda Knuth: From Floral Ambitions to Consumer Insights

Melinda Knuth didn’t set out to become an academic—but a series of questions, opportunities and one pivotal experience at Disney World led her there. In this episode of I Dig Your Story, Melinda shares how her early goal of building a wholesale floral business evolved into a career focused on understanding how—and why—people connect with plants. From her upbringing in agriculture to her graduate work in consumer behavior, her story is a reminder that career paths rarely move in straight lines. We talk about the moment that shifted her thinking, her passion for engaging consumers, and what the horticulture industry still gets wrong about communicating plant benefits. Melinda also shares insights from her research—like how online pre-researching is shaping plant purchases—and why simplifying our messaging may be the key to reaching more people. At the heart of it all is a deep belief in helping others discover their passion for plants. In this episode, you’ll learn: How one unexpected experience reshaped Melinda’s career path Why simplifying plant messaging matters more than ever How consumers are researching plants before they buy The role collaboration plays in horticultural business success Why “points of adversity” can also be moments for innovation Find Melinda: NC State Horticultural Department: https://cals.ncsu.edu/horticultural-science/people/mjknuth/ Cognitive Behavioral Lab: https://cognitivebehaviorallab.cals.ncsu.edu/ LinkedIn: https://www.linkedin.com/in/mknuth/ CBS News Sunday Morning segment “The Pride and Perils of Plant Parenthood” on YouTube:  https://www.youtube.com/watch?v=vO-61q69PUw