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Many universities face tough decisions on how to allocate limited resources to serve a demanding clientele. Industry officials frequently perceive university researchers and extension specialists as losing touch with reality and working on irrelevant problems. In many situations, this perception is a result of the lack of communication among the parties involved. Research and Extension Commodity Overviews conducted by the College of Agriculture and Life Sciences at North Carolina State Univ. have proved to be an excellent way of improving communications between university personnel and the industries they support. This paper outlines the overview process and shows how this approach benefited the state’s nursery industry and the university.

Reaching Out to an Industry The North Carolina Experience with Its Nursery Industry