Color Point Creates New Marketing And Communications Department, Hires Naomi Maloney As Its Director

Naomi Maloney, Color Point
Naomi Maloney, Color Point

Color Point, the nation’s eighth-largest greenhouse grower, recently took a major business step forward with the creation of a new marketing and communications department. After a deliberative search, Naomi L. Maloney was selected as the director of the department. Maloney has 20 years of experience working with many national companies including Williams-Sonoma, Audi of North America, Delta Dental, and Royal Caribbean Cruise Lines.

According to Ken VanWingerden, co-owner of Color Point, the move underscores the value of disciplined outreach in what can be a traditional industry.

“We are investing in a new department,” says VanWingerden, “A dedicated marketing communications team will create tangible results for our business partners and better communications for our employees.”

VanWingerden says Color Point’s 2014 purchase of Mid-American Growers and the merging of two companies was also an impetus for the creation of the new department. He says that Color Point favors a structured approach to growth as a commitment to its clients, which include Lowe’s, Aldi, and Sam’s Club.

Greenhouse Grower magazine recently caught up with both Maloney and VanWingerden and asked them about the most important issues Color Point faces as a company, and how the two of them will work together to address these issues.

Greenhouse Grower (GG): How did your previous experience prepare you for this new role?

Maloney: Working as a marketing communications professional in diverse product categories from automotive and insurance to news media and household goods, I bring a wide arsenal of tools and tactics applicable to this specific industry. With Color Point’s incredible body of knowledge, having an outside perspective offers advantages.

GG: What are the some of the biggest issues or concerns Color Point deals with, and how do you plan to work with Color Point’s management team in dealing with these issues?

Maloney: In addition to outward-bound marketing communications, I’ll be focusing on leading the consistent internal communications efforts a growing company requires.

VanWingerden: We see a need, as the company expands, for solid internal communications to increase unity in our values along with core beliefs on how to obtain goals. In the past, we’ve engaged in marketing and communications, but our company’s growth demands we move forward with a formalized department. We run a good show, and with a changing company which has had incredible growth over the past few years, this is just a normal new step in becoming a better company.

GG: What are the biggest challenges this industry is currently facing? Conversely, what are some of the biggest opportunities on the horizon?

VanWingerden: The biggest challenge, of course, is the seasonal aspect of our product. These major peaks and lulls do not allow us to build a consistent flow of work.

Maloney: By concentrating on the needs of our customers along with the trends and expectations of the final consumer, we have the opportunity to expand in novel, new ways.

GG: Looking ahead, what role can you play in moving this industry forward?

Maloney: I have great respect for this industry and its traditions. By competitively differentiating Color Point, customers will have clearer choices and more definitive expectations from their partners. As we all move further from a vendor mentality (which many of us are doing), our customers will see more tangible value in us. For example, using research and insights about end-consumer demographic and behavioral changes, we’ll be able to better position ourselves and help our clients do the same.

GG: If you weren’t in this profession, what would you be doing?

Maloney: That’s hard to say, because I’m lucky to be doing exactly what I love to do. But I wouldn’t mind being Rick Steves, the travel writer.

Topics: ,

Leave a Reply

More From Business Management...
National Collegiate Landscape Competition Feature

April 27, 2017

Hoffman Nursery Cheers On the Next Generation of Horticulturists

Hoffman Nursery was a sponsor of the recent 41st National Collegiate Landscape Competition, an event that offers several opportunities for companies in the green industry to meet and recruit the next-generation of horticulturists.

Read More
Kaylee South

April 22, 2017

American Floral Endowment Announces Winners of 2017 Paul Ecke, Jr. Scholarship and Altman Family Scholarships

Four students pursuing careers in horticulture now have scholarships to help them along the way, thanks to the American Floral Endowment.

Read More
Oregon Lean Nursery Consortium

April 15, 2017

How Oregon Growers Are Making Lean Improvements With Help From Their Peers

The Oregon Nursery Lean Consortium recently helped two Pacific Northwest growers realize significant productivity gains and labor savings.

Read More
Latest Stories
National Collegiate Landscape Competition Feature

April 27, 2017

Hoffman Nursery Cheers On the Next Generation of Hortic…

Hoffman Nursery was a sponsor of the recent 41st National Collegiate Landscape Competition, an event that offers several opportunities for companies in the green industry to meet and recruit the next-generation of horticulturists.

Read More
Kaylee South

April 22, 2017

American Floral Endowment Announces Winners of 2017 Pau…

Four students pursuing careers in horticulture now have scholarships to help them along the way, thanks to the American Floral Endowment.

Read More
Oregon Lean Nursery Consortium

April 15, 2017

How Oregon Growers Are Making Lean Improvements With He…

The Oregon Nursery Lean Consortium recently helped two Pacific Northwest growers realize significant productivity gains and labor savings.

Read More

April 11, 2017

Jerry Halamuda of Color Spot Nurseries Retires

The co-founder of Color Spot Nurseries has retired, effective immediately, and has named a replacement.

Read More
NICH Plants Do That infographic feature

April 11, 2017

New Infographic Highlights Economic Impact of Plants

A new report from the National Institute for Consumer Horticulture shows how horticulture positively affects people’s lives wherever they live, work, shop, and play.

Read More
Vegetable and Hydroponic Production At Vineland

April 10, 2017

Growing Beyond Your Comfort Zone Can Be Rewarding

With experience in biocontrols and IPM, ornamental growers have much to offer in producing emerging horticultural crops.

Read More
Socius Webinar

March 30, 2017

Webinar to Offer Tips on Properly Managing Your Busines…

“How to Survive and Thrive: New Revenue Building Tools for Growers,” presented by Socius, takes place on April 6.

Read More
Basil Planting feature

March 29, 2017

How You Can Embrace Greenhouse Food Production With Con…

Maintaining balance, learning continuously, and seeking support will help make your transition into producing greenhouse food crops a smooth one.

Read More
If your Wi-Fi is truly secure, your staff can help customers on the sales floor starting today

March 25, 2017

What Marketing Approach Can Attracts the Most Customers…

Inc.com surveyed more than a thousand customers to find out which marketing strategies worked best to entice them to try out a new business

Read More
Leanne Kenealy, Hoffman Nursery

March 24, 2017

New Horticulturist At Hoffman Nursery Will Focus On Dev…

Leanne Kenealy, who brings great experience in plant evaluation, says introducing consumers to new plants can hopefully generate renewed excitement for gardening.

Read More

March 21, 2017

How Greenhouse Vegetable Growers Can Prepare for a Prod…

The United Fresh Produce Association is holding a Recall Ready Workshop in April that is designed to help growers properly manage a recall, from liability to communications.

Read More
Greenhouse Loyal Customer

March 16, 2017

How Brand Enthusiasts Can Be Your Most Loyal Customers

A marketing expert shares three core principles that direct-to-consumer companies can follow to create brand enthusiasts.

Read More

March 14, 2017

Expanded Customer Footprint, E-Commerce, Succession Key…

Costa Farms' acquisition of indoor foliage producer Delray Plants rocked the industry, but the story behind Delray Plants' sale is the same as for many growers struggling with succession planning. For Costa Farms, the strategic purchase expands its customer footprint and also fast tracks its foray into e-commerce.

Read More
Steve Black and Bridget Behe

March 14, 2017

AmericanHort’s First-Ever CareerUP Event to Take Place …

CareerUP is a day-long workshop that is designed to provide the skills, information, and inspiration that young professionals need to advance their careers, love their jobs, and help the industry grow.

Read More
Horticultural Research Institute Logo

March 12, 2017

Horticulture Research Institute Rings in New Year With …

More than 150 industry professionals attended a reception at MANTS, which introduced new officers and celebrated the more than $190,000 in donations for HRI research fostering business-building knowledge for the horticultural industry.

Read More

March 10, 2017

Costa Farms Expands With Purchase of Indoor Houseplant …

Costa Farms annnounced March 10 that it has acquired Delray Plants, one of the leaders in the indoor houseplant industry. The two operations are committed to the same values, principles, and goals to grow the industry, and will fit well together to accomplish this, say Randy Gilde, CEO of Delray Plants, and Joche Smith, CEO of Costa Farms.

Read More
Startup Stock Photos

March 10, 2017

Passionate Horticulture Writers Wanted To Join Our Team

GreenhouseGrower.com is looking for people to join our team and submit original content to our website about floriculture and greenhouse production of emerging crops.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Prom…

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More