Growers can no longer rely on the quality of their crops to speak for them. Consultant Jerry Montgomery shares his thoughts on the operations taht understand that an amalgamation of all the business disciplines — including marketing — is necessary to grow and prosper.
Any skepticism of branding plants should be gone by now, with all of the new and existing brands on the market, consultant Jerry Montgomery says.
The greenhouse supply chain has evolved since 2000 like no other time in industry history. These dramatic changes were driven by a number of factors, including: • Consolidation at all levels of the chain • The massive explosion of retail space in the 1980s and 1990s • Power shifts from growers to retailers • The
It is fairly clear that many in this industry believe patio containers are important SKUs because the consumer wants the convenience of buying plant décor that can be taken home and set in place. There are thousands of recipes being offered by breeders and brokers so the choice of looks is unlimited. Unfortunately, many of
The weather in Chicago was perfect and the shoppers were out in huge numbers filling almost every garden center we visited on May 18 to 19, 2013. Home Depot was the most crowded, with a busy parking lot. In looking closely at a number of shopping carts, customers were buying a wide variety of items,
The Hartford area is a mixture of some outstanding IGCs and the usual spread of national retailers based on population density. My visit was June 12 (warm with intermittent rain) and June 13 (cool and rainy). There was not much traffic in any garden center during this two-day retail tour. In almost all stores, whether
As usual, the California Spring Trials offered the chance to see many new varieties and marketing programs and a wonderful opportunity for personal networking. This year in particular, however, it caused me to look harder at the changing face of the supply chain. The recent changes have caused, in my estimation, a shift in the
The role of the plant broker is undergoing some significant changes with new entrants starting to impact how the channel operates. Over the last six months, major changes have occurred to this portion of the supply chain. Some prominent examples are: • Griffin Greenhouse Supply acquired Syngenta Horticultural Services (SHS) from Syngenta.• ePlantSource, an online
My favorite sales cliché is, “Selling is not telling,” meaning, “Don’t talk too much.” Your goal in selling is getting the customer to talk. The way to accomplish this is by asking questions that require long responses. These questions are called open-ended questions, and they are the ones that cannot be answered with a yes
While the greenhouse industry has become more progressive in its marketing efforts, we are still stuck using very traditional approaches that are no longer effective. Let’s look at a couple of levels in the supply chain to see how they market their products. Growers There has been a huge transition in the balance of power