Greenheart Farms Getting Out Of Cyclamen Business

Greenheart Farms Getting Out Of Cyclamen Business

New Varieties Guide 2009: Greenheart Farms

Greenheart Farms announced late last week that Plug Connection will be acquiring its Mesa Magic Cyclamen, a division of Greenheart.

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Greenheart will continue to ship orders sown through January 27. Orders will be shipped by May 25. Plug Connection will handle all of Greenheart’s existing orders beyond those dates to ensure a smooth transition for customers.

In the meantime, Greenheart’s Larry Adcock will serve as a production consultant to Plug Connection so the transition from grower to grower is a smooth one. Greenheart will also continue to offer cultural advice on cyclamen this year to customers.

According to Layci Gragnani, ornamental marketing and sales director, cyclamen represented about 10 percent of Greenheart’s business. But about three years ago, Greenheart introduced a new management team that decided the company needed to reevaluate how it achieves growth.

“At that point, it was decided that the company was going to stop trying to get bigger and increase profits by increasing volume,” Gragnani says. “We downsized the nursery, mostly by getting out of some leased greenhouse space, and made a thorough evaluation of what we were producing and how we produced it.”

After three years of evaluations, Greenheart decided cyclamen did not fit into its business plan. But the company is pleased Mesa Magic will continue to be available to the industry.

“We are pleased we found a good home for Mesa Magic at Plug Connection, and we will do all we can to make the transition successful for both Plug Connection and for our customers,” Gragnani says.

Greenheart has historically displayed Mesa Magic during the California Spring Trials in Arroyo Grande, Calif. This year’s cyclamen display can be seen at Plug Connection in Vista from March 24-30. Greenheart will continue to host Spring Trials and showcase new rose varieties.

Learn more about the two growers at GreenheartFarms.com and PlugConnection.com.