A few months after Star Roses And Plants bought the berry plants brand from Fall Creek Nursery, it is giving the line a name more likely to appeal to consumers: Bushel and Berry.
“Following the purchase of the BrazelBerries program this past May, we asked our Network Growers, garden centers, and consumers for feedback,” says Layci Gragnani, Program Manager of Bushel and Berry. “Enthusiasm was very strong for what Fall Creek had done creating and building the program, but there were naming and packaging improvements we identified. After much discussion and thought, we decided to rename and rebrand the program to Bushel and Berry.”
The rebrand includes a new logo, tags, and containers, which will be available at retail in 2017. Star Roses and Plants will also build a new website for the collection, BushelandBerry.com, which will launch in January 2017.
Gragnani says one of the goals of the rebrand is to reach a new group of consumers.
“Berry consumption is continuing to rise among consumers, especially millennials, who are striving to eat healthier and grow their own food,” says Gragnani. “Our new name and look, which is reminiscent of the biodegradable berry baskets found at farmers’ markets, allows us to reach this expanding audience.”
The new tagline, ‘Homegrown Berries’ quickly explains the collection.
“We wanted to capture the consumers attention within a few seconds of seeing the product,” explains Gragnani. “By evoking a farmer’s market feel they can relate to, they will likely make an easier decision to purchase.”
According to the 2016 National Gardening Report, food gardening was the most popular gardening activity last year with households spending an estimated $3.6 billion growing vegetables, fruit, berries, and herbs.
“Fall Creek Nursery revolutionized the way we think of berries with the BrazelBerries collection offering such unique ornamental value,” says Steve Hutton, President of Star Roses and Plants. “We are excited to continue growing this collection as Bushel and Berry and deliver high-quality products to consumers.”
Bushel and Berry is a collection of raspberries, blackberries, and blueberries that are compact, self-pollinating, and delicious. They are perfect in the landscape or in patio pots for small space gardeners. The new look will be displayed during the MANTS show in January 2017 at the Star Roses and Plants booth (#’s 228, 230, 329, and 331).