Blooming Potted Institute To Pursue Got Milk-Like Campaign

By Greenhouse Grower staff|October 18, 2011

The Institute of Floriculture Innovation (IFI), announced by Rocket Farms and Nurserymen’s Exchange in August, will seat a board of directors composed of domestic and international representatives from horticulture, floriculture, design and lifestyle and retail. Together, the board will guide IFI in exploring, educating and inspiring the floriculture industry as it relates to driving consumer awareness and demand.

The IFI is being developed to address the fundamental challenges the industry is facing, such as declining household penetration and consumption, a fragmented marketplace and negative impacts on the supply chain – and ultimately to create a united voice and answer.

To fulfill this mission, the IFI will establish a resource center through collaborations with academia and industry experts to discuss and publish the latest research findings in horticulture, consumer lifestyle trends and design and development. This information will be housed and made available through the IFI website that is to be developed and quarterly newsletters.

The IFI also plans to create and launch a consumer marketing campaign focused on driving consumer awareness of and demand for the floriculture industry and potted plant products. The institute envisions having a marketing role for the industry somewhat like the California Milk Processors Board, makers of the Got Milk campaign.

“We are extremely excited to establish the institute and look forward to bringing some of the best minds in and outside the industry together to serve up new and innovative ideas and concepts to the industry and our consumers,” says said Jason Kamimoto, vice president of marketing for Nurserymen’s Exchange.