Lessons from the Market: Packaging

Based on his extensive retail travels the last two years, Jerry Montgomery digs into packaging: why growers should invest in it, what a good investment entails and an example other growers could follow:

During our travels to numerous garden centers, we paid a lot of attention to packaging and tried to evaluate the visual appeal as it related to merchandising and, in general, the visual impact on various product displays. Clearly, product displays that had colorful, upgraded packages were visually more compelling and drew the attention of the shoppers.

In the grocery industry, generic products are the fastest growing as consumers look for more value and can be more easily swayed to abandon the purchase of some of their preferred brands. Recently there has been a concerted effort by supermarkets to get manufacturers of generic products to upgrade the packaging to attract more impulse purchases.

In our industry, the preponderance of the units sold are generic with little attention paid to packaging other than lowering the input cost. The fact is a large portion of the items we sell don’t look the same as when we saw them in the production greenhouses, while most producers actually believe they are putting “wow” products on the shelves of retailers.

Many have said: “Our products are so beautiful we don’t need to invest in packaging.” How wrong they are. In visiting hundreds and hundreds of retail outlets in the past two years, I can assure you there are few beautiful plants offered at retail that can’t be outsold by a well packaged beauty.

What’s In It For The Grower To Invest In Packaging?

– Increased sales velocity
– Reduction of discards
– Protect and/or increase gross margins
– Repeat customers will return to the stores you service
– Build a sustainable competitive advantage–keep out the competition

An Upgraded Label Is Not A Package

We have heard label manufacturers talk about being approached by customers who want an upgraded package but only want to improve the label. Labels that are more colorful and contain more information can be helpful but can’t compare to a totally integrated package that commands the immediate attention of the consumer.

Impact Of The Right Carrying Trays

In a number of cases, we have seen packages that include attractive containers, upgraded labels and then placed in a shuttle tray virtually hides the container and ruins the visual impact. Low-profile trays create more visual reveal and maximize the potential impact.

What Is A Good Consumer Package?

A high-impact ornamental consumer plant package does not have to be an artistic masterpiece but contains the following elements: a pot, a tag and a tray that have complimentary colors and present the plant product as one well-thought-out presentation. Of course, trays are not used with all plant products.

– A container that has a reasonable amount of visual impact-preferably a colored container that compliments the label.
– A label size that is not overwhelmed by the container size. In other words, a proportionally sized label for the container.
– A consumer compelling label that is colorful and has visual and informational interest, and has a call to action like a website.
– A program or product name that is descriptive (i.e. Colors of Coleus, below). However, a well-put-together plant package does not have to be a brand. It is just good packaging.
– A label that has a website reference.
– A plant that is the right size for the container.
– A plant that has enough flowers to compliment the package that creates an immediate impulse to buy.

Here is an example of a generic coleus program (Colors of Coleus) that is eye catching and, according to several growers, has been very successful:

There was not much added cost to create the Colors of Coleus program. Our estimate is around 10 cents with an upgraded label and a colored container. At retail, it clearly attracted the attention of many consumers and is a great example of adding consumer packaging to a generic SKU.

Locking Labels

Some branded products use locking labels that ensure the label not only stays with the container, but also displays it more prominently. Proven Winners is an example, as well as the Lowe’s Garden Club Select brand. Locking labels comes at an additional cost of insertion because it is a separate manual function that many growers don’t like. When visiting garden centers this type of package is far more attractive and will not degrade over time with consumers taking the labels in and out of the container. A plant without a label is not a salable product.


In today’s competitive world, the cost of inputs is a significant investment and it is understandable why many companies don’t consider an investment in packaging a worthy endeavor. These same companies also are challenged with controlling discards, increasing same store sales and more demanding retailers. Still, packaging can be an essential tool in overcoming these challenges.

Glancing at packaging leaders, it seems there are some interesting lessons to learn when you look at the success of the Wave brand with its signature pink packaging that clearly is a critical element of the brand’s success. Proven Winners is one of the most interesting and recognizable consumer brands that include a logo container, large labels and a coordinated tray that is synchronized so the logo is always visible.

Packaging is an investment that can garner great returns, and there is enough evidence in the market from those who have used it successfully and profitably that these investments continue to pay off.

About the author: Jerry Montgomery is a 40-year veteran of the floriculture industry and has worked for distributor companies, breeders and large growers specializing with a focus on sales and marketing. As an industry consultant, he works for large growers, distributors and breeder/producers. His focus is to understand the market dynamics from breeder to consumer through intense retail travel, visiting almost 1,500 stores since January 2008.

Leave a Reply

More From Marketing...
Colorado State University 2015 Container Field Trials

November 29, 2015

2015 Colorado State University (Fort Collins, Colo.) Field Trials Results

See the 2015 field trials results (includes photo gallery) for Colorado State University in Fort Collins, Colo.

Read More
Coleus 'Colorblaze Velveteen' (2015 University of Tennessee Field Trials)

November 28, 2015

2015 University of Tennessee Gardens (Knoxville and Jackson, Tenn.) Field Trials Results

See the 2015 field trials results (includes photo gallery) for University of Tennessee Gardens in Knoxville and Jackson, Tenn.

Read More
Feature Image Cob 700 (NewLux)

November 28, 2015

16 LED Lighting Solutions For Your Greenhouse

Narrowing in on the right LED lighting product often comes down to considering your specific crop needs and growing requirements to see what works best for your application. Here are 15 LED products to take into account when choosing the right fit for your greenhouse.

Read More
Latest Stories

November 23, 2015

Content Marketing: Buzzword Or Here To Stay?

A solid content marketing strategy provides valuable information that educates your consumers and builds trust.

Read More
Gotham Greens Chicago Rooftop Greenhouse

November 23, 2015

Gotham Greens Expands Into Chicago With New Rooftop Gre…

Touted as the world’s largest rooftop greenhouse, the company’s fourth facility is its first outside of New York and will produce nearly 10 million annual crops of local, premium-quality leafy greens and herbs.

Read More

October 21, 2015

Dümmen Orange Creates Fashion With Flowers At Fashion W…

As a feature sponsor for Fashion Week Columbus in Ohio, Dümmen Orange North America made a statement with its flower genetics in the spotlight. This was the first time Dümmen Orange partnered with Fashion Week Columbus in its 2015 events, held the week of October 3-10, 2015. Fashion Week Columbus is a non-profit organization showcasing local and emerging fashion designers while providing scholarships to fashion design students. Each year, Fashion Week Columbus hosts a week of fashion-related events to feature local talent in the Columbus, Ohio area. “A leader in the floriculture industry, Dümmen Orange is committed to breeding, distributing and promoting superior flower genetics,” says Dümmen Orange Operations Manager Kate Santos. “To do this, we strive to be in touch with contemporaries in the lifestyle industries. A large focus of this mission is to translate trends from fashion.” With more than 500 working fashion designers in the Columbus market, […]

Read More

October 4, 2015

ePlantSource Adds 5 New Partner Companies

ePlantSource has announced an additional five companies that have been added to its partner distribution list. Not only do the additional partners offer more supplier options to ePlantSource customers, but the website now also provides a more diverse product list with the addition of bulbs, clematis and many new varieties. New partners added for the 2015 – 2016 season: A.D.R. Bulbs Lennon Farm Greenhouses Micandy Gardens Pacific Growers Roseville Farms “We make it a priority to respond to our customers, and we have had many requests for additional options and a more diverse product line, so we are continually evaluating suppliers that work well with our non-traditional approach to the sale of live goods,” says Gary Falkenstein, President and CEO of ePlantSource. “We feel that it is good for our company, our customers and the industry as a whole to keep looking forward and seeing how we can improve and expand how […]

Read More

October 2, 2015

How To Make Your Website More Google-Friendly

During a presentation at Cultivate’15 this past July, Katie Dubow of the Garden Media Group offered several tips on how you can use search engine optimization (SEO) tactics and Google’s search features and updates to your advantage.

Read More

September 28, 2015

Filmmakers Release “Field To Vase, The Documentar…

“The Field to Vase Dinner Tour is a series of meals set on flower farms across the country. Each dinner is curated by a local chef and floral designer, highlighting the region’s produce and flowers. This is the story of Santa Cruz, California.” These opening lines introduce “Field to Vase: Santa Cruz,” a new documentary filmed, written and produced by the Los Angeles-based husband-and-wife team, Hyunsoo Moon and Haejung Kim. This past June, Haejung and Moon traveled to Santa Cruz in pursuit of a visual narrative that had captured their creative imaginations. They were enamored with the storytelling potential of the Field to Vase Dinner Tour and wanted to document their observations on film. The result of their efforts is “Field to Vase: Santa Cruz,” a documentary about the American grown flower movement and the people involved in the floral renaissance that is taking place on farms and in flower […]

Read More
Gerbera Revolution Series (Kieft Seed)

September 23, 2015

Join SAF And Other Growers To #PetalItForward And Sprea…

Next month, the Society of American Florists (SAF) will tap into the popularity of random acts of kindness with its latest public relations campaign, "Petal It Forward." Find out how you can join SAF and other growers to take part in this campaign and spread happiness with the power of flowers.

Read More
Retailers declined a coupon deal for hanging baskets because of timing

September 19, 2015

Retailer To Grower: Why Aren’t Garden Stores Letting Gr…

Have you ever sat around at a family gathering and heard someone recount a story from your childhood, except knowing your own version of the story, it’s something that casts an entirely new light on everything you think you experienced? It seems like that dynamic happens a lot between growers and retailers. Both sides know the same story, but each version is so different, it’s like two unconnected stories. This came to mind when I was talking with a regional grower, Elmer Grosser, who owns Cincinnati-based Diefenbacher Greenhouses. The operation serves about 50 customers — an even mix of local garden stores and landscapers. Grosser first came to my attention last fall, when one of his customers, Chris McKeown of Bloomin’ Garden Centre, told me I needed to call Grosser, because he was a great example of a grower who cares about retail. When Grosser and I connected, he was […]

Read More
eMailMarketing feature image

July 23, 2015

Is eMail Dead?

Email as a marketing technique may seem outdated, but when done well, it is still an effective way to share content and market your brand.

Read More

July 22, 2015

Cultivate’15: Keynote Nancy Fire Says Use Passion…

In the second keynote presentation at Cultivate’15, Nancy Fire, founder and creative director of Design Works International, discussed how the horticulture industry can capitalize on the latest design and lifestyle trends. Fire works with companies to help bring their designs to the next level, and she has expertise with textiles and surface design, market analysis and corporate rebranding. She was appointed as design director for HGTV HOME in 2011. Fire says customers today are interested in companies that show passion for what they do. That, combined with following the general direction of trends and maintaining a brand, are what will keep horticulture businesses relevant to their customers. A trend isn’t just a passing fad, Fire says, but rather, it indicates that something is developing or changing in a certain direction. Plants are important to consumers today, and fit into current trends, both inside and outside the home, Fire says. “I don’t […]

Read More
LuxFlora logo feature image

July 21, 2015

Luxflora Launches With Cultivate Speaker Event, New Web…

A new organization for women in horticulture that aims to change the way consumers think about flowers, launched at Cultivate’15 by sponsoring Ketty Maisonrouge, a marketing expert, who presented “How To Create A Luxury Brand.” Luxflora recently launched its website, as well as a page on LinkedIn, to facilitate networking among women in horticulture. The organization is working on next steps, including setting up a board of directors and officers. Updates and information on future events will be available at the Luxflora website as they are scheduled. Read about Luxflora’s mission and what it hopes to accomplish in “Luxflora Wants To Create A Lifestyle Movement.” In the session during Cultivate, Ketty Maisonrouge, owner of KM & Company, adjunct professor of luxury strategy at the Columbia University Business School and the author of “The Luxury Alchemist,” presented her ideas and expertise on luxury strategy marketing, and how it applies to horticulture. […]

Read More

July 15, 2015

New Products Featured At Cultivate’15

A multitude of new products were on display at Cultivate’15, held in Columbus, Ohio. Attendees were given a first-hand look at new plant introductions coming to market, as well as innovative hardgoods, technology and equipment. One of the new options for varieties featured at Cultivate’15 was Sporticulture, winner of the 2015 Fresh Ideas Award. Sporticulture offers access to major sports leagues’ licensed products and packing. Team logos can appear on containers and tags, allowing growers and retailers to benefit from the loyalty customers have for their favorite team. Some of the featured plant varieties included Jolt interspecific Dianthus, from PanAmerican Seed, plus six new varieties from Sakata, including ColorWorks petunias, ‘Dragon’s Breath’ Celosia, PartyTime Coleus, ‘Proud Mari’ Marigold, SunPatiens Impatiens and Vitalia Vinca. Emerald Coast Growers featured its Marsala-toned plants, as a nod to Pantone’s Color of the Year. The collection included Pennisetum messiacum ‘Red Buttons,’ Pennisetum ‘Rubrum and ‘Eaton […]

Read More

July 8, 2015

Behind The Sale: Why Dümmen Orange Bought Florexpo, And…

Dümmen Orange recently announced it has acquired the product portfolio of Florexpo Costa Rica, a leading specialist in the production of perennials, herbs and annuals. During the fall of 2015, Dümmen Orange will start up production of perennials at its upgraded Antigua Flowers Guatemala farm, formerly the Ecke II facility in Antigua, Guatemala. The Altmanns, who founded Florexpo, as well as some of the key managers in the Florexpo team, will be assuming roles in this new endeavor. “In its long history Florexpo has built a good assortment, an outstanding sales network and a professional team of employees,” Perry Wismans, managing partner at Dümmen Orange, said in a press release. “With this move, Dümmen Orange takes the next step in realizing its growth strategy – aimed at creating synergies in technology, production and sales. We realize these synergies by distributing a variety of breeding programs and cross selling these products […]

Read More
Feature image The 2015 Perennial Plant Of The Year, Geranium x cantabrigiense ‘Biokovo.’

June 27, 2015

Perennial Plant Association Wins The 2015 Excellence In…

With its emphasis on education and its Perennial Plant Of The Year program, the Perennial Plant Association boosted the popularity of perennials and helped make it the vital category it is.

Read More
baker creative

June 23, 2015

Baker Creative Wins International Award For Work With J…

Baker Creative, a local branding agency, was recently selected as a Gold Award winner for the Association of Marketing and Communication Professionals’ 2015 Hermes Creative Awards. Baker Creative won in the Advertising/Direct Mail Piece category for creating a factory opening invitation mailer for Jiffy Group . Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. The Hermes Gold Award is presented to those entries judged to exceed the high standards of the industry norm. Only 22 percent of the entrants received the award. “When Jiffy needed to make a splash to draw attention to the opening of its new substrate facility in West Bridgewater, Mass., we turned to Baker Creative. The video card created by Baker Creative assisted us greatly with getting the much needed attention when inviting professional growers to the official opening,” a Jiffy Group […]

Read More

June 17, 2015

Marketing Ideas You Want To See From 2015 California Sp…

Back when California Spring Trials (CAST) were still called Pack Trials, new plants were placed on growing benches in packs so attendees could see for themselves how uniformly the plants grow. It was practical and useful. Today, CAST is primarily about introducing new plants in a way that catches your imagination and convinces you that these plants are not only disease resistant, need almost no inputs, including plant growth regulators (PGRs) and have excellent timing, but also that they are plants consumers will fall in love with. In other words, marketing. Some of the breeders go a few steps further and pull together ideas and information that growers can use for their own businesses. It can be methods to connect better with their retail customers or even to help promote our industry and its great plants directly to the public. Here are some of the standouts from CAST 2015. Pacific […]

Read More
Medal of Excellence Award

June 10, 2015

Greenhouse Grower Announces 2015 Medal Of Excellence No…

On this page, everybody’s a winner, because we’re announcing Greenhouse Grower‘s 2015 Medal Of Excellence nominees for two of our three awards in breeding, the winners of our Medal Of Excellence for Industry Achievement and Excellence In Marketing awards and the winners of our Grower Of The Year program, who are finalists for Operation Of The Year and Head Grower Of The Year. All honors will be presented during Greenhouse Grower’s prestigious Evening Of Excellence on Monday, July 13, during Cultivate’15. We hope we will see you there! Correction: Lobelia ‘Starship Deep Rose’ was bred by Kieft Seed, not Darwin Perennials, as we mistakenly printed in the June 2015 issue. Medal Of Excellence Watch Benchrunner in the coming weeks to read profiles of our Industry Achievement and Excellence In Marketing award winners, and look for these articles in our July 2015 issue. Industry Achievement Award The Kientzler Group Excellence In Marketing Perennial […]

Read More
Double Whammy Merchandise Display At CAST2015

May 28, 2015

Grow Inspiration To Grow The Horticulture Industry

We need to work together as the horticulture industry to inspire and instruct consumers with our plant knowledge and marketing expertise.

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