Communicating With Retailers

From video updates, off-hours contact and exclusivity, today’s retailers are expecting to work with a more proactive grower in exchange for their loyalty.

Virtually Improved

It’s not unusual for growers of smaller operations to wear many hats. From marketing and customer service to deliveries and growing, today’s growers are faced with days that leave little time for a coffee break or even to catch one’s breath.

Lloyd Traven of Peace Tree Farm knows he is a busy guy. And rather than have his busy schedule detract from the relationships he has with retail customers, Traven chose to be proactive and hire Stephanie Whitehouse, Peace Tree Farm’s new sales and marketing manager.

“I’m pretty much the go-to contact now for all our customers,” Whitehouse says. “This has helped free up time for Lloyd so he can focus on his creativity and look for new and interesting plants. I’m constantly on e-mail and always attached to a phone, which has actually sped up a lot of our sales processes and improved communication with our retailers.”

While the phone may be the quickest and most direct way for Whitehouse and Traven to communicate with their customers, Whitehouse says a beefed up e

-mail campaign has been an excellent way for Peace Tree Farm to stay top of mind with its customers.
“I’m putting together a sales flier and it’s going out every Friday or Monday morning so our customers can expect to see us on a regular basis,” Whitehouse says. “It’s flashy and colorful with a lot of information.”

In these e-mails and also on the company’s website, Whitehouse sends along photos of the best-looking crops for that week. “We also add a new photo album on our website,” she adds. “People can see exactly what it looks like and how lush the plant is. And sometimes our customers might not know what a variety we have looks like because they might be new to us or just really unusual.”

Peace Tree’s website has become an added tool to communicate to retailers what its plants are all about. Every plant carried is on the site along with a photo and its cultural information.

The growing operation has also added a convenient online shopping feature to its website. ”It’s like Zappos.com where you’re searching for shoes, but in this case you’re shopping for plants,” Whitehouse says. “Retailers know we aren’t always in the greenhouse on the weekends, but they can place an order on a Sunday afternoon when they’re in their store and know exactly what they need.”

At PeaceTreeFarm.com, wholesale and retail customers can log in and have special site access to place orders.

E-mails and websites are great ways to provide retailers accessibility to growers’ resources, but Traven also encourages growers to invite their clients to come by for a visit and some face-to-face interaction. “If people come to see what we do and see how clean we run it, then we believe they will get very excited,” he says. “When I show them around, they’re saying, ‘I’ve never seen anything like this.’ That’s when you begin to sell to them, saying, ‘If you carry this material, you will be selling what other stores do not have.’”

Seeing Is Believing

Tom Hebel, owner of Bucks Country Gardens, is a big fan of the informative videos David Wilson, director of Overdevest Nurseries marketing, makes of available plants.

“David goes into the grower houses and walks around among the gorgeous perennials and does more than just talk about them,” Hebel says. “He doesn’t just say, ‘This perennial looks good today.’ It’s a bit of an education of the variety and an overview of the assets of the plant. And even if you didn’t like it before he started, when he’s done, you’re in love with the darn thing.”

Wilson says these videos help reinforce the confidence retailers can have in Overdevest’s just-in-time shipping. “We want retailers to know they are market-ready for them, so as soon as it comes in it’s going to fly out of their place,” Wilson says.

When Wilson shoots these videos of market-ready products, he says, “The idea is to show them the plants they’re getting before they come in and explain some of the features of the plant and what they can do with it. We make this video short (no more than two minutes) and we send it to the retailer ahead of time, attached to an availability list.”

Wilson says these videos are great for salespeople, providing them with quick, valuable information that can be easily passed on to the consumer. Some of the videos can also be used by the retailer in their retail space and marketing efforts. He adds the clips can be linked to e-newsletters, websites and even played on the garden center’s in-store televisions.

Leave a Reply

More From Finance/Operations...
Trays move on an overhead conveyor to the end of the production line, where workers carefully pack the cleaned, sized, graded, counted and sorted Calla tubers

November 29, 2016

Texas Judge Halts Overtime Rule; Here’s What It Means For Greenhouse Growers

According to Craig Regelbrugge at AmericanHort, the injunction against the overtime rule is welcome news for horticulture.

Read More
Craig Regelbrugge, senior vice president of AmericanHort - Feature image

October 25, 2016

Contribute To HRI To Help Honor Industry Advocate Craig Regelbrugge

In honor of Craig Regelbrugge's extraordinary contributions to the horticultural industry, AmericanHort and the Horticultural Research Initiative created a special HRI endowment fund in his name: "The Craig Regelbrugge - Advocates for Horticulture Fund."

Read More
Lucas Greenhouses Shipping

October 6, 2016

Greenhouse Shipping Costs Down, But Concerns Remain

Lower gas prices have led to lower shipping costs for some growers, but many continue to seek out ways to become more efficient.

Read More
Latest Stories
Trays move on an overhead conveyor to the end of the production line, where workers carefully pack the cleaned, sized, graded, counted and sorted Calla tubers

November 29, 2016

Texas Judge Halts Overtime Rule; Here’s What It Means F…

According to Craig Regelbrugge at AmericanHort, the injunction against the overtime rule is welcome news for horticulture.

Read More
Craig Regelbrugge, senior vice president of AmericanHort - Feature image

October 25, 2016

Contribute To HRI To Help Honor Industry Advocate Craig…

In honor of Craig Regelbrugge's extraordinary contributions to the horticultural industry, AmericanHort and the Horticultural Research Initiative created a special HRI endowment fund in his name: "The Craig Regelbrugge - Advocates for Horticulture Fund."

Read More
Lucas Greenhouses Shipping

October 6, 2016

Greenhouse Shipping Costs Down, But Concerns Remain

Lower gas prices have led to lower shipping costs for some growers, but many continue to seek out ways to become more efficient.

Read More
Pansy ‘Cool Wave Blue Skies’ (Wave)

September 20, 2016

PanAmerican Seed Settles Alleged Trade Sanction Violati…

PanAmerican Seed, a division of Ball Horticultural Co., has been charged with violating trade sanctions to Iran over a number of years. According to a release from the U.S. Treasury department, PanAmerican Seed made 48 indirect sales of seeds to two Iranian distributors. The company shipped the seed to consignees based in countries in Europe and the Middle East. PanAmerican Seed’s customers then arranged for the re-exportation of the seeds to Iran. The release states that the Office of Foreign Assets Control (OFAC) determined PanAmerican Seed did not voluntarily self-disclose the alleged violations to OFAC, constituting an egregious case. “We believe that the settlement was extreme; however the alternative was to litigate with the U.S. government, which would take months, if not years,” says Todd Billings, Chief Financial Officer for Ball Horticultural Co. When asked what Ball Horticultural Co. has done to ensure that violations to trade sanctions do not […]

Read More
young-plants

September 20, 2016

The Top Young Plant Growers, And Four Critical Challeng…

In Greenhouse Grower’s 2016 Top Young Plant Growers Survey, growers discuss the latest challenges and opportunities in fulfillment, shipping, labor, and crop protection.

Read More
Cavicchio Greenhouses

September 6, 2016

Cavicchio Greenhouses Wins Inaugural Sustainability Awa…

The Sudbury, MA, growing operation sustains more than 250 acres of annuals, perennials, and nursery stock, with a number of practices to mitigate its impact on the environment.

Read More
Charlie Hall Feature Image

September 6, 2016

10 Insights From Charlie Hall’s Green Industry Economic…

With the uncertain current economic climate, Texas A&M economist Charlie Hall says now may be the perfect time to invest — as long as you do it smartly.

Read More
Penn State Plant Bud

August 23, 2016

AmericanHort Is Helping Plant Importers Adjust To New R…

A report from Craig Regelbrugge at AmericanHort says the government is implementing a streamlined system for imports, in which all required data will be submitted electronically through a single window.

Read More
Plug Connection Assortment

August 9, 2016

AmericanHort’s Plug And Cutting Conference Will Feature…

This year’s conference, which takes place Sept. 19-21 in Carlsbad, CA, features discussions on water, pest and disease control, and production inputs, as well as a biocontrols workshop and tour of local cuttings facilities.

Read More
Cannabis In Greenhouse

July 27, 2016

The Top 5 Myths About Cannabis Production Cleared Up

There is a lot of misleading information going around about growing cannabis. Industry insider James Lowe makes sure you know the truth about cannabis production.

Read More
Joe Bischoff

July 26, 2016

SAF Partners With Cornerstone Government Affairs To Adv…

A new partnership between the Society of American Florists (SAF) and Cornerstone Government Affairs ensures that SAF will continue its highly effective work advocating for issues that affect the floriculture industry. “SAF and Cornerstone together provide experienced voices on Capitol Hill to protect our growers’ interests,” says SAF CEO Peter Moran. “We’ll continue to move major policy priorities forward on behalf of small business and agriculture.” Cornerstone is a public affairs firm specializing in government relations, strategic consulting, and advocacy. Its team of more than 50 senior professionals includes former senior professional staff from both authorization and appropriations committees and the U.S. Department of Agriculture (USDA), as well as veterans of the horticulture industry. Agricultural and horticultural issues of primary concern to SAF members include access to labor, immigration, crop protection, international trade and other matters related to the day-to-day operations of growers. Before she retired this year, SAF lobbyist Lin […]

Read More

July 26, 2016

AFE Releases New Videos Highlighting Industry Successes

The American Floral Endowment (AFE) recently released five new videos, created to highlight floriculture successes through industry collaboration, support, and participation. “Each video shares real stories from industry members on career development through scholarships and internships, and true examples of research solutions that have shaped how the industry operates today,” says Laura Shinall, President of Syndicate Sales, Inc., and AFE Public Relations and Development Chair. “We’re excited to be able to share some great success stories in an effort to increase industry participation.” The introductory video “Heard of the American Floral Endowment?” helps educate those who aren’t currently aware of AFE’s programs, while other segmented videos (retail, wholesale, grower) share how Endowment programs complement each group and why it’s so important that everyone in the industry participates: Retail Florists Share Why They Turn to AFE New Resources for Floral Wholesalers and Suppliers AFE Helping Growers Profit Ready for a Career in Floriculture or Horticulture? […]

Read More
Briscoe White, Growers Exchange

July 6, 2016

The Grower’s Exchange Unlocks The Secret to E-Commerce

In the Internet era, Briscoe and Kenan White knew they had to adapt or die and specialize to survive. Here’s how they took The Grower’s Exchange online.

Read More
Brie Arthur

July 6, 2016

5 Can’t-Miss Events To Watch For At Farwest 2016

Whether it’s classes on biocontrols and gardening trends, or networking opportunities in and around the trade show floor, there’s plenty happening at Farwest 2016 in Portland, OR, in August.

Read More
Cannabis states 2016

July 1, 2016

Adult Use Of Cannabis On The Ballot In 2016

25 states have legalized cannabis and public opinion is increasingly positive. Here’s where things may be headed as we move toward the fall elections.

Read More
Practical Software Grower Vertical

June 18, 2016

Practical Software Solutions Increases Accessibility, E…

Practical Software will demonstrate Grower Vertical, its customizable and scalable enterprise management system for the horticulture industry, at Cultivate’16 in July.

Read More
Battlefield Farms Company shot

June 14, 2016

Battlefield Farms Is A Finalist For 2016 Operation Of T…

Battlefield Farms in Rapidan, VA, is one of three finalists for Greenhouse Grower’s 2016 Operation Of The Year award and winner of the Excellence In Innovation award for 2016.

Read More

June 7, 2016

Ball Seed Offers Full Mobile Ordering Capabilities With…

The latest update for Ball Seed’s WebTrack To Go mobile app now includes full ordering capabilities for the industry’s largest assortment of seeds and plants. App users can also complete order fulfillment via seed count or package size, find product substitutions, get personalized “contact us” information, request plant tags, and more. “Upgrading WebTrack To Go to the full suite of ordering and management tools is where we’ve always wanted to be,” says Mark Morris, Director of IT for Ball Seed. “With this new roll-out, we’re keeping up with our customers on-the-go and providing them the information and access they need –- even while away from their desks.” The Ball Seed WebTrack To Go app lets customers: Check order status and shipment tracking 24-7 Access up-to-the-minute product inventory from hundreds of suppliers Place orders by seed count, packet size, and more Find product info, culture and photos when and where they […]

Read More
[gravityform id="35" title="false" description="false"]