The Right Plants For Value-Added

Rob O'Hara

Over the past few years our operation has seen a steady increase in sales of our value-added division. You may be wondering about my definition of value-added. In our operation, any plants potted into a decorated pot or put into a combination and sold to the customer as a new item are value-added. This could be a simple, upgraded ceramic pot with a four- or six-inch flowering plant dropped into it, or a multiple plant combination, such as an Easter lily along with two flowering potted plants and some foliage.

I admit that there were days when I hated the word “value-added.” I believed that you should be able to grow a plant and have the plant sell itself, without all the fancy designer stuff to dress it up. The thought that I would spend energy growing a beautiful poinsettia only to see someone come along and spray paint it purple or green went against all of my beliefs.

After some long, hard internal battles, I began to realize that value-added can be the marketing tool that helps sell our plants. Once I was on board with the program, I had to figure out the tricks to growing crops specifically for this market.

Here are some of the planning and growing tips that I can pass on:

Timing: Most of our value-added items center on the holidays, so in most cases you only have a one to two week window to have the crops ready. There will be multiple items when you are growing for a planter, so give yourself extra grow time on everything. This ensures you have room for crop issues or bad weather.

Check the status of the crop regularly; one week off can cause serious issues, and if there are problems with the crop, corrective measures need to happen rapidly.

Always take good notes of the crop time for future reference, as this will be a valuable tool for future years.

Variety Selection: When I sit down to plan a crop for our value-added sales, I have to make sure that I select the right varieties. I need to choose plants that can handle the abuse they will take once moved from the greenhouse to our value-added line.

This is where plants get squished and mushed together to fit into a container. From a plant’s perspective it would be pretty stressful, so I try to select varieties that can handle this kind of stress. They need to have strong stem structures and root systems to survive the planting process.

During this process, talk to the breeders to find out which of their series are best suitable for this use. When I am using poinsettias, for example, I like to look for the varieties that have a slightly smaller bract, as this will reduce the risk of it getting bruised by the other plants around it. When selecting plants like cyclamen, I go for a variety with smaller leaves and flowers, as they tend to hold up better once the item hits the retail shelf. If it’s a kalanchoe, I go for the doubles with flowers that last weeks longer than some of the singles.

Growth control: This is one of the trickiest aspects of growing any crop, and it is even more so for a value-added planter or upgrade. Take our Easter planters for example. We have an Easter lily, two flowering plants and some tropicals in one pot. It all has to fit together, so height control is essential. If the Easter lilies are 30-inches tall, the planter will not look good. Conversely, if the other items are too small, they won’t fill up the container, and we will have to add another plant.

The best way to avoid height or plant size issues is to pay attention to detail, find out what the target range should be from your design team and track the crop closely, so you can make corrective procedures along the way. I have even sprayed some plants with Fascination to get more height out of them, while drenching the plants on the next table with Bonzi to slow down the growth. All this needs to happen in order to get everything to the desired size.

Plant health: As with every plant you sell, you want it to be the healthiest possible. This also stands true for a plant-up or value-added destined crop. The difference is that if one plant dies in a multi-plant planter, it will ruin the entire item. You end up crediting the four or five other plants and the cost that goes with the planting and hard goods.

Root systems are the most important part of the health of any plant, and taking care of them is crucial for the longevity of the planter. I like to use preventative drenches of RootShield or Actinovate during the growing period to give the plants the best chance to develop a healthy root system. Those products will continue to work once the plants
are transplanted.

At the time of planting, we inspect every root system and discard the ones that don’t look healthy. We used to consider the value-added division a place to put the grade outs, but that is no longer true. The value-added items need the highest-grade plants to produce a beautiful product. We need to supply the best quality possible to make great planters.

Planning: I saved the best for last. Planning takes a huge collaborative effort from our sales team, design staff, growing team, hard goods purchasers and, last but not least, the hard-working people that put it all together. Without a system to work through all the channels, it would be a disaster.

For us, this is an ongoing challenge, but the key ingredient to all of it is time. It doesn’t happen overnight, and planning begins at least one year in advance to get a value-added planter from design to reality. For example, a cyclamen grown for a planter needs about a 26-week lead time just to get the plant growing, so that means the ideas and sales would have to be done well ahead of that.

The horticulture industry is forever changing, and this direction is one that I feel is a good one. We have had to take our products and make them appealing to a wider customer base and adding value to indoor flowering and foliage crops is a great idea. We have seen our sales in this area going up, and we continue to grow more crops that are destined for upgrades.

Leave a Reply

More From Marketing...
Heating Roundup Feature Image

August 1, 2015

5 New Heating Options For The Greenhouse

Five heating systems manufacturers share their latest and greatest products. Tubing And Aluminum Heat Pipes (BioTherm) From Megatube and MicroClimate tubing to DuoFin and StarFin aluminum heat pipe, BioTherm is dedicated to providing heat solutions that can withstand the toughest greenhouse environments. The MegaTube and MicroClimate tubing options are easy to install and ideal for bench or floor heating. The tubing has a conductive heating surface that allows for maximum root-zone heating. The DuoFin and StarFin aluminum pipe options are great for perimeter heating and melting snow trapped in the greenhouse gutter. It can also be useful for bench heating. Both pipe options provide gentle, radiant heat for plants and don’t require welding. TrueLeaf.net Infinite Energy 2 Condensing Boiler (Delta T Solutions) With up to 98 percent efficiency, the IE2 condensing boiler boasts a stainless steel heat exchanger with larger waterways to ensure maximum heat transfer. The product’s design ensures flexibility while […]

Read More
Basil_Persian-AAS2015_620x329

July 31, 2015

All-America Selections Promotes Garden-Fresh Cooking

All-America Selections (AAS) has stepped forward with another first when promoting AAS Winners, this time in the form of cooking videos using vegetables/edibles that have performed extremely well in the AAS Trials. These days, a love of gardening is directly related to a passion for cooking. Tying the two together is a natural when marketing joys of cooking with fresh vegetables from the garden and farm market. After 82 years of conducting trials where only the best performers are declared AAS Winners, the organization now has more than 325 individual varieties that have been “Tested Nationally & Proven Locally.” It is some of these many varieties that culinary storyteller, entertainer and horticulture industry veteran Jonathan Bardzik will use in a series of five videos demonstrating cooking techniques with AAS Winning herbs and vegetables. “I am excited to partner with All-America Selections to show people across the country that AAS Winners perform […]

Read More
Burpee Home Gardens Brand Adds Flowers

July 31, 2015

4 Reasons Retailers Snub National Brands

Greenhouse Grower’s lead editor, Laura Drotleff, and I got into a debate about why garden retailers, especially independent garden centers, snub marketing efforts from breeders and growers. She was very much on the breeders’ and growers’ side, expressing frustration about how limited retailers’ vision can be on the topic. I’ve reported on the garden retail side of the industry since 1998, about the same length of time Laura has reported on growers. I’ve heard a lot of retailer views on this, so allow me to share the most common reasons why retailers decline free marketing: Costs. While the marketing materials are free, and sometimes advertising, participating in these projects usually requires minimum orders. From a grower’s perspective, the minimum orders are reasonable. If garden stores promote a plant line, they need to have enough supplies to satisfy demand. From a retail perspective, if inventory reports show a plant line can […]

Read More
Latest Stories
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
HGTV HOME CAST 2015

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
Plant-Select_for-web

May 28, 2015

PlantSelect.org And FindPlants.net Assist Consumers Wit…

The recently launched PlantSelect.org and FindPlants.net websites offer growing and maintenance tips, where-to-buy information and design ideas to help consumers have success with growing and finding plants.

Read More
Four Star Greenhouse Proven Winner Plants At English Garden

May 26, 2015

Retailer To Grower: It’s Time To Offer Services To Loc…

Retailers wonder why mass merchants are the only ones to receive stocking, merchandising and plant care from growers.

Read More
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…

Three different contests will run from May through early August. Garden center retailers can upload their own photos or encourage their customers to enter and win.

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