Smart Marketing Tops TPIE Agenda

Smart Marketing Tops TPIE Agenda

Health and beauty go hand in hand. The ability and importance of marketing and selling products that promote both was one of the main takeaways from the 2009 Tropical Plant Industry Exhibition (TPIE) last week at the Broward County Convention Center in Ft. Lauderdale.

“Tag It Tropical” was this year’s show theme for the annual industry gathering, which is known for a trade-show floor with aisle upon aisle of awe-inducing colorful foliage. The three-day event presented by the Florida Nursery, Growers & Landscape Association dedicated a healthy portion of its conference programming to inspire attendees to look beyond a plant’s form, and focus more on its function.

To Your Health

There is plenty of research to back the benefits of plants. The ability to help produce the very air we breathe should be enough reason to want plants around at all times. Over the years, these kinds of studies and information have provided plenty of fodder for growers and garden-center retailers to market their product.

General session speaker Jim Bouchard of Dynamic Components of Personal Power LLC, listed his top 5 reasons plants are essential during his presentation. All the reasons revolved around various sources of plant/health findings.

5. Plants can help with Seasonal Affective Disorder;
4. Plants clean the air;
3. Plants help improve productivity;
2. Plants help reaction time;
1. Without plants, you’ll die.

While taking his point to an extreme, Bouchard’s message was well taken by attendees that there are ways to creatively and powerfully promote products. For example, last June, Costa Farms conceived its successful O2 For You: Plants With A Purpose program. The public-service message is designed to spread awareness of the dangers of indoor air pollution and educate about the health benefits of having plants in the home and at work. Their booth contained product and signage relating to that message.

“Marketing can be a powerful tool,” Bouchard said.

Studying Up

The National Foliage Foundation (NFF) reception held at the close of the show on Friday was used as a stage to discuss new information about how plants can be used as a solution to indoor air pollution. Bodie Pennisi, associate professor of horticulture from the University of Georgia, discussed a two-pronged study (“Project Carbon”) funded by the NFF that would be of interest to those who grow and sell plants for a living. The first phase, which was conducted this past year, focused on phytoremediation–the process of de-polluting contaminated air using tropical plants in a controlled environment.

“We felt like we needed some new research using some of the new analytical techniques to kind of fine tune and pinpoint some of the new plants and find out how much of those chemicals are being removed,” Pennisi said. Data showed that members of the Aracaceae family performed much better compared to members of the Aroid family. “That was one botanical generalization we can make,” Pennisi said.

The second phase of the study is measuring the ability of plants to assimilate indoor carbon in uncontrolled environments. Pennisi and fellow researchers plan to visit various interiorscape sites that have good light (hospital lobby), medium light (office building lobby), and low light (lawyer’s office), and measure the photosynthetic rates and respiration of the plants at different canopy levels. This data will be used to determine how much carbon there is in a particular interiorscape site.

“I do hope we can remedy the situation with this kind of research that we are doing to prove substantially to the industry but also the world at large that they need to incorporate plants as part of the sustainable agriculture,” Pennisi said.

The interim report is scheduled to be completed by July 1, and a final report is expected near the end of the year.

Latest And Greatest

In addition to the informative conference sessions and demonstrations, attendees had plenty to peruse by way of new products and plants. Attendees cast their vote for their favorite new plants and products. This year’s winners included: Favorite New Flowering Plant: Sun Parasol ‘Stars Ans Stripes’from Suntory/Sun-Fire Nurseries (www.sunfirenurseries.com); Favorite New Foliage Plant: Neoregelia ‘Voodoo Doll’ from Oglesby Plants International (www.oglesbytc.com); and Favorite New Product: the Orchid Bloom Bag from Palm Tree Packaging (www.palmtreepackaging.com).

Other new plants and products drew some attention as well. Robert Hendrickson of the Garden Center Group presented the 2009 Retail Choice Award winners during the annual Garden Center of America’s (GCA) networking breakfast. The awards are handed out to show exhibitors featuring a list of “can’t miss” retail items.

“For a retailer at heart, there are some wonderful things,” Hendrickson said.

Based on judging, the following companies received 2009 Retailer Choice Awards:
* Agri-Starts: Colocasia esculenta ‘Tea Cup’ (www.agristarts.com)
* Agri-Starts 3: Aloe humilis ‘Hedgehog’ (www.agristarts3.com)
* BDK Marketing: Biodegradeable signage/display (www.bdkmarketing.com)
* Braun Horticulture: New Pottery Studio Collection hand-made black clay pottery with a natural moss coating (www.braungroup.com)
* Bromeliad Specialties: air plants display using glass props (www.tillandsia.com)
* Cravo: Retractable roofs for greenhouse retail areas (www.cravo.com)
* DeLeon’s Bromelieads: Phalaenopsis Miniature Moments series–mini orchids (www.deleons4color.com)
* Excelsa Gardens: Ananas comosus ‘Ivory Coast’ pineapple (www.excelsagardens.com)
* Green Piece Wire Art: Exotic topiary ferns (www.greenpiecewireart.com)
* Pride Garden Products: New patio display merchandiser (www.thepridegroup.com)
* Whistling Pines Foliage: Custom dish-garden liners ranging in size from 6 to 14 inches (www.whistlingpinesfoliage.com)

TPIE 2010 is scheduled for Jan. 14-16 in Ft. Lauderdale. For more information, visit www.tpie.org.

Leave a Reply

More From Marketing...

May 22, 2015

Nexus Greenhouses Is Optimistic For Expansion Into New Markets

Cheryl Longtin and Mike Porter, who own Nexus Corporation, say they were excited to attend the grand opening of Gotham Greens’ new structure atop the new Whole Foods grocery store in the Gowanus neighborhood in Brooklyn, N.Y., when it opened in December 2013. The project is just one example of some of the new and expanding markets that Nexus Corporation has expanded into over the past few years. Jeff Warschauer, vice president of sales for Nexus, says the company has enjoyed getting to know and working with the founders of Gotham Greens, Viraj Puri and Eric Haley, and Jennifer Nelkin Frymark, the chief agriculture officer, on their innovative approach to business. “They are very excited and work hard internally – just great people,” he says. “From our perspective, it’s great to see that excitement and vision. The employees there are happy and there’s no turnover; they’re only adding new people […]

Read More
Farwest2015

May 20, 2015

2015 Farwest Show Announces Second Annual Equipment Innovation Day

The second annual Equipment Innovation Day will be Tuesday, Aug. 25, prior to the 2015 Farwest show, which will be August 27-29 in Portland, Ore. Equipment Innovation Day, which was enthusiastically received in 2014, offers a real-time opportunity to see new heavy and automated nursery equipment in action. The demonstrations take place in manufacturing and nursery settings, adding value to the showcase. Attendees will be able to talk with participating manufacturers and learn first-hand from innovative growers who use the equipment in daily operations. The day-long event will be held at the main manufacturing plant of GK Machines, Inc., Donald, Ore. Further demonstrations of field equipment will take place at the nearby nursery of A&R Spada Farms, LLC. Bus travel to and from the event is planned, starting at and returning to the Oregon Convention Center. Attendees are welcome to provide their own travel to and from the site. Preregistration is required. The cost […]

Read More
Bee On Flower

May 20, 2015

White House Task Force Releases Pollinator Health Strategy

An interagency Pollinator Health Task Force commissioned by President Obama released its “Strategy to Promote the Health of Honey Bees and Other Pollinators” on May 19. The strategy, released in accordance with the Presidential Memorandum issued last June, is accompanied by a Pollinator Research Action Plan, which outlines needs and priority actions to better understand pollinator losses and improve pollinator health. The recommended actions will be supported by a coordination of existing federal research efforts and accompanied by a request to Congress for additional resources to respond to losses in pollinator populations. Pages 47 through 52 specifically address pesticides and pollinators. The report calls out plant production, native plants, mosquito control and all urban uses in its Pollinator Action Plan. RISE (Responsible Industry for a Sound Environment) says it supports the goals of improving pollinator health and habitat contained in the White House Pollinator Task Force’s release of its National […]

Read More
Latest Stories
New Guinea Impatiens

May 14, 2015

10 Tips To Improve Retail Shelf Life Of Bedding Plants

Good-looking plants at retail lead to stronger sales and less postharvest shrink. Try these 10 ideas for maintaining quality and keeping plants looking beautiful.

Read More
GrowIt! App Wins Gold At Design100 2014 US Mobile & App Design Awards

May 12, 2015

Suntory And GrowIt! Garden Socially Partner On A New Se…

Suntory Flowers and GrowIt! Garden Socially are working together on a new photo contest that both retailers and their customers can get involved in. GrowIt! Garden Socially is a free garden photo sharing app, and the photo contest is designed to promote Suntory’s plant brands and help consumers interested in those plants find them at local garden centers. Consumers who want to enter the contest can take these four steps: 1. Download GrowIt! for free from the App Store or Google Play store 2. Sign up with a username 3. In the app, add a photo of their favorite Senetti plant 4. In the comments, tag it #SenettiRocks The first photo contest featuring ‘Senetti’ pericallis runs from May 7-18. Three entrants will win gift certificates from their favorite local garden retailer — one $100 prize and two $50 prizes. After Senetti, the next featured brand will be ‘Million Bells’ calibrachoas […]

Read More

May 6, 2015

Orange Is The New Green: An Interview With Dümmen Orang…

The day the news came out about the name change of DNA Green Group to Dümmen Orange, and everything that meant for the large flower breeding conglomerate, Greenhouse Grower Editor Laura Drotleff talked with Dümmen Orange Operations Manager Kate Santos about what the identity shift would mean for the company, its customers and ultimately for consumers. What’s going to happen to the brands and what was behind the decision to do away with those brands and consolidate? A key objective for our organization in moving to one corporate brand is to continue to stay true to the heritage and history of the individual brands that have made us what we are today and what we will build the future of our company upon. For this reason, some of those brands that have a deep-rooted history and much more recognition within the market, will have a longer persistence in our overall […]

Read More

May 1, 2015

Restoration Landscapes: A Specialized Market For Nativ…

Restoration landscapes, depending on their purpose, often require straight native species, along with a confirmation of their known provenance. Research is key in this area and good recordkeeping is a must.

Read More
Dummen_Begonia_UnbelieveableFirstKiss

April 29, 2015

Dümmen Orange Is The New Name For DNA Green Group

DNA Green Group has a new name: Dümmen Orange. The company revealed its new name, logo and brand values at all of its facilities in 16 countries on Thursday, April 23. The well-known corporate brands Lex+, Bartels, Terra Nigra, Dümmen Group, Agribio China, Agribio Colombia, Oro, PLA, as well as the production locations, are changing their identities immediately to Dümmen Orange. Other established brands like Rijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet & Blanc will convert over limited time. The company’s CEO Biense Visser calls it a logical next step. “All companies that have been acquired have a rich and successful history,” Visser says. “We have always tried to respect that heritage. Doing so, we created confusion for our customers. Our employees expressed a preference for a more uniform approach to the market, too. That is why we have chosen one large umbrella brand that embraces the entire product […]

Read More

April 15, 2015

Redesigned SunPatiens Website Offers New Tools For Saka…

Sakata Seed America's new and improved SunPatiens website launched March 1, 2015 and provides growing information, marketing support, product location and many more tools to encourage consumer success with SunPatiens.

Read More
Keenland

April 13, 2015

Proven Winners Partners With Award-Winning Designer Jon…

Proven Winners will partner with award-winning garden designer, author and fine living expert Jon Carloftis on a new series of four LIFE + STYLE events in 2015. In true Carloftis style, food and spirits will be paired with inspiring architecture and innovative garden designs featuring Proven Winners plants.

Read More

April 13, 2015

New Consumer Website Makes Buying Roses Easier

A new website has been created as a resource tool for gardeners who are looking for a rose that fits their needs. This website is 100% consumer focused and will inspire confidence and promote rose gardening to the next generation of gardeners. Visitors will also find links to connect on social networks, such as Facebook and Pinterest. The website promotes roses, not specific brands, and that is what makes it unique.

Read More
Rose rosette on Knockout rose, April 2012. Photo credit: Alan Windham, University of Tennessee

March 25, 2015

$58 Million In APHIS Farm Bill Funding Will Support Hor…

Nearly $58 million as been allocated by the USDA's Animal and Plant Health Inspection Service (APHIS) to support the industry's Plant Pest and Disease Management and Disaster Prevention Program, under Farm Bill Section 10007. The program will support mitigation efforts for specialty crops, including providing research and other funding to address plant pest and disease priorities for the specialty crop industry, including floriculture and nursery crops.

Read More
National Floriculture Forum 2015 029

March 18, 2015

2015 National Floriculture Forum Focuses On Marketing I…

The 2015 National Floriculture Forum, held March 6 to 7 in Minneapolis, Minn., zeroed in on the topic of marketing in horticulture and included visits to Gertens Greenhouses and Garden Center, Bailey Nurseries, Bachman’s Floral, Home and Garden and Tangletown Gardens. The annual meeting allows greenhouse and floriculture faculty, graduate students and industry partners to meet and share updates on current research, issues and initiatives.

Read More

February 18, 2015

Range Of Nursery Inspections To Protect Patented Plants…

Plant patents are under protection, and breeders are fighting for their rights to keep growers from illegally propagating protected varieties. It's something you don't want to take a chance on, because the risk is far higher than the reward. More than 300 inspections were carried out last year from New York to British Columbia and from Ontario to Florida to protect plant patents, Plant Breeders’ Rights (PBR) and branded programs.

Read More

February 4, 2015

TPIE 2015: An Electrified Industry Vibe Boosts Cool New…

The general feeling at the Florida Nursery Growers and Landscape Association's 2015 Tropical Industry Exhibition (TPIE) was upbeat and positive. Attendees were inspired by exciting new products and varieties, as well as creative new displays and innovative ideas and left energized for the season ahead.

Read More
Costa Farms Website

January 21, 2015

Costa Farms’ Launches New Interactive Website

Costa Farms is making efforts to educate consumers while pushing horticultural digital marketing forward with the re-design of its website. The new website features a fresh design and improved navigation, as well as a plant finder that gives gardeners easy access to plant information.

Read More

January 5, 2015

Growers Are Successfully Marketing The Benefits Of Pla…

Growers who are already marketing plant benefits and gardening as a lifestyle say they think this could be the best angle for the floriculture industry to promote our products.

Read More

January 5, 2015

Plants Love You Campaign Raises Plant Benefits To Foref…

Plants make us feel good. It’s a no-brainer, backed by numerous studies, but there’s more to the story. And it’s one the Canadian Ornamental Horticulture Alliance (COHA) hopes its Plants Love You campaign will tell in such a way that it will inspire people to make plants a part of their life, and on a bigger scale. COHA is an alliance between the Canadian Nursery Landscape Association (CNLA), the Fédération Interdisciplinaire De L’Horticulture Ornementqale Du Québec (FIHOQ) and Flowers Canada Growers (FCG). Inspiration for The Plants Love You campaign came from COHA’s research, which revealed that 96 percent of consumers surveyed have a favorable attitude toward plants. When COHA delved deeper into the numbers, one thing stood out loud and clear. “It quickly became apparent that while consumers like plants because they are pretty and make them feel good, few understood the environmental and health benefits plants offer.” says Frank […]

Read More

December 9, 2014

New Website For PanAmerican Seed

PanAmerican Seed's new website is mobile-friendly and has a fresh look and enhanced navigation.

Read More
What’s a pumpulent? It’s a pumpkin planted with succulents, and it’s also one of the ways Altum’s is catching customers’ attention with new products and modern marketing.

December 1, 2014

9 Digital Marketing Resolutions For 2015

Whatever your experience with digital marketing, here’s some advice for keeping your business progressing into the new year.

Read More

November 25, 2014

Conley’s Launches New Website

Conley’s Manufacturing and Sales recently launched its newly designed website, which was redesigned to create a user-friendly digital environment for customers to explore Conley's products.

Read More