Reimagining a Brand: How Did We Do With Greenhouse Grower?

Last year when the Greenhouse Grower team returned from California Spring Trials, we began to rethink our content strategy. We evaluated all of the changes in the horticulture industry, from the way business is done in our core floriculture market to emerging areas in protected agriculture, including greenhouse produce and cannabis. We recognized that our design no longer really captured the direction that the collective industry and all of its parts is moving, so we began to reimagine the direction we wanted to take Greenhouse Grower.

First we needed to consider what Greenhouse Grower has been to you, our readers, and decide what to keep and what to change. We also looked at the way the industry consumes information. Print is still extremely relevant and important, but with the level of technology available, instant access to news and information via mobile devices is gaining traction rapidly. And industry members are more vocal than ever, sharing information constantly through social media.

Peer-to-peer sharing also is highly regarded in our relationship-oriented industry, and growers and suppliers themselves can often be great resources for hands-on, quick-hitting, practical knowledge. Part of our thought process in redesigning Greenhouse Grower included opening up a wider dialog within the industry and beyond, in an effort to help us all grow our businesses.

We took all of this and looked at the three key areas where you tell us you need information — varieties, production, and management. We often hear people refer to Greenhouse Grower as “the varieties book,” bringing you the most comprehensive coverage on breeding and introduction of new varieties. But we didn’t want to stop there. In addition to expanding our varieties coverage, we are also focused on being your number-one trusted resource for articles on research and production techniques, and management-level topics such as labor, pricing, marketing, and more.

We’re making a concerted effort to deliver that practical knowledge to you in the most efficient way across a number of platforms. You’re seeing the first step here, with a cleaner, more streamlined design and focus in the print magazine, reorganized content on our website, and more advances coming across our many information platforms.

Before rolling out this issue, we market tested our new design and features, and received overwhelmingly positive and really valuable constructive feedback. From growers to retailers to breeder representatives to marketing gurus; and our own columnists and trusted advisors — the cleaner look, the focused and streamlined content were well-received, but our beta testers also told us it still feels like Greenhouse Grower. We’d like to to hear from you, too, so we can ensure you’re getting the information you need. Our job is to make your job easier, so please help us help you.

Take Home Message

Please give us your feedback — what’s a hit for your operation? Where did we miss the mark? What else can we include? We’re open to your ideas so we can make our brand platforms your chosen and best resources. Email me at [email protected] to let us know what you think!

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