Benary Combines Fun Marketing Ideas With Strong New Plants

It’s no surprise that Benary, which built its company on begonia breeding more than 100 years ago, still has a magical touch when it comes to the genus. Two standouts among a field of great introductions were begonias.

Benary has followed up on its popular Begonia boliviensis ‘Santa Cruz’ with a new rose-hued variety, ‘San Francisco.’ Like ‘Santa Cruz,’ ‘San Francisco’ has a fuchsia-like habit and appearance, making it ideal for baskets, although it will perform in the garden, as well. As Benary’s Jennifer Calhoun told us, “It looks exotic, but it’s bulletproof.”

The second begonia introduction guaranteed to make waves is Nonstop Joy, The original Begonia × tuberhybrida Nonstop series was introduced in the 70s and is time tested in its garden performance. Nonstop Joy is designed to dazzle in a basket. The first variety in the series, Yellow, has flowers on top, as well as a trailing habit. Expect several more colors to create a full series of Nonstop Joy in the next couple of years.

Fun Marketing Ideas

Benary excels at offering ideas for independent retailers to help the pull through-appeal of their plants. In recent years, it set up several interactive display ideas that are either free or require only simple materials to pull off. This year was no different.

The Chill Lounge used black landscape cloth, black lights and as many items it could find to glow in the dark – paint, colored plastic cups, decals and even chairs. The Chill Lounge at Benary had a laid back, nightclub feel (yes, there was a disco ball), but the same concept could easily apply to a Halloween room, which could transition into a holiday lights room.

Benary built on last year’s Big Begonia ideas with strong POP materials, fun facts and ideas that can be used in retailer newsletters and in displays.

Throughout Benary’s displays were factoids about how consumers interact with plants, which is based on extensive research it participated in. Here are a three of Benary’s research results from Metrolina’s Home Garden Panel:

  • 60 percent of consumers say they would like more tips and ideas
  • 69 percent of people garden with family or friends
  • 50 percent of consumers are interested in a garden center clinic for kids

More Introductions From Benary

There were several more introductions beyond the two begonias at Benary:

New Series

  • Two new pansy series, Inspire Plus and Inspire Double are not built on the same genetics as the original Inspire series, but have their own complete genetics. Both have large blooms, with Inspire Double leading the pack with big blooms.
  • Benary is introducing a true Impatiens walleriana series, Lollipop, which has seven colors: Orange, Fruit Punch Rose, Raspberry Violet, Cherry Red, Pomegranate Carmine, Coconut White and Peach Salmon.

Established Series With New Colors

  • Admire violas has four new colors: White, Blue, Yellow Purple Wing and an Improved Yellow.
  • Big begonia has a new Rose, which has green leaves.
  • Nightlife begonias has two new colors: Pink and White Improved.

Expect Big Strides In Perennials

Benary will be doubling its budget for perennial seed production, so the industry can expect a great deal in the coming years in this category.

Benary already has its FastraX perennials program, which features plants that will bulk and bloom in the first year.

A New To The U.S. Breeder: Volmary

Benary hosted a small German breeder and young plant supplier, Volmary, at its location, since the two companies have a close relationship. It is testing the U.S. market with this year’s trials.

It displayed a range of plants, a few of which are already available, a few which are not: lantana, bacopa, salvia, a creeping zinnia (Sanvitalia procumbens), Dahlia x hortensis (which had five colors), both an upright and creeping varieties of verbena and a Helichrysum stoechas.


Leave a Reply

More From Varieties...
Iridescent green sweat bee

November 30, 2015

Nine Native Bees You Should Know About

There are at least 17,000 other species of bees globally, and 4,000 native bee species in North America. Although honeybees get all the attention, native bees can be efficient and sometimes superior pollinators compared to honeybees. Here's a quick run down on what you should know about native pollinators.

Read More

November 30, 2015

Four Garden Retailers Share Their Secrets To Selling Sustainable Products

Some garden retailers have the magic touch when it comes to selling organic and other natural products. We reached out to four such retailers to find out why the category sells so well for them. Take a look at what they say is the secret to selling sustainable products. Educating Customers Is A Must-Do It’s vital to educate customers about the ingredients in organic products, as well as how to apply them and setting expectations about efficacy and the amount of time they take to work, experienced retailers say. Doing so ensures success on the part of the customer and continued profitability of the product line. “We do a weekly eMail and a weekly Saturday morning garden walk, as well as a daily blog,” notes Nancy DuBrule-Clemente, owner of Natureworks in Northford, Conn. “We update our Facebook page all of the time and we have more than 50 handouts on […]

Read More

November 30, 2015

A Guide To How Organic Active Ingredients Work [Cheat Sheet]

There are few resources that spell out how organic active ingredients work, so we looked up the most commonly used active ingredients and began hunting them down (primarily through USDA and EPA). Here's a quick guide to organic active ingredients and how they work to share with your staff.

Read More
Latest Stories
2015 Trial beds at the Dallas Arboretum (2015 Dallas Arboretum Field Trials)

November 30, 2015

2015 Dallas Arboretum (Dallas, Texas) Field Trials Resu…

See the 2015 field trials results (includes photo gallery) for the Dallas Arboretum in Dallas, Texas.

Read More
Colorado State University 2015 Container Field Trials

November 29, 2015

2015 Colorado State University (Fort Collins, Colo.) Fi…

See the 2015 field trials results (includes photo gallery) for Colorado State University in Fort Collins, Colo.

Read More
Coleus 'Colorblaze Velveteen' (2015 University of Tennessee Field Trials)

November 28, 2015

2015 University of Tennessee Gardens (Knoxville and Ja…

See the 2015 field trials results (includes photo gallery) for University of Tennessee Gardens in Knoxville and Jackson, Tenn.

Read More
Begonia 'BabyWing Red' (2015 Louisiana State University Field Trials)

November 27, 2015

2015 Louisiana State University (Hammond, La.) Field Tr…

See the 2015 field trials results (includes photo gallery) for Louisiana State University in Hammond, La.

Read More

November 26, 2015

2015 Metrolina Greenhouses (Huntersville, NC) Field Tri…

See the 2015 field trials results for Metrolina Greenhouses in Huntersville, NC.

Read More
Vinca 'Valiant Lilac' (2015 Texas A&M University Field Trials)

November 25, 2015

2015 Texas A&M University (Overton, Texas) Field Tr…

See the 2015 field trials results (includes photo gallery) for Texas A&M AgriLife Research and Extension Center in Overton, Texas.

Read More
Capsicum 'Basket of Fire' (2015 University of Georgia Field Trials)

November 25, 2015

2015 University Of Georgia (Athens, Ga.) Field Trials R…

See the 2015 field trials results (includes photo gallery) for the University of Georgia in Athens, Ga.

Read More
Cannabis marijuana

November 24, 2015

Five Florida Growers Receive Licenses To Potentially Pr…

The Florida Department of Health has announced the five nursery operations awarded with exclusive licenses to grow, process, and dispense “Charlotte’s Web,” a low-THC (non-euphoric) cannabis approved for patients with intractable epilepsy and people with advanced cancer.

Read More
Portulaca 'Mojave Tangerine' (2015 J.C. Raulston Arboretum Field Trials)

November 24, 2015

2015 North Carolina (Raleigh, N.C.) University Field Tr…

See the 2015 field trials results for the J.C. Raulston Arboretum at North Carolina University in Raleigh, N.C.

Read More
Costa Farms Trial Garden Summer 2015

November 23, 2015

2015 Costa Farms (Miami, Fla.) Field Trials Results

See the 2015 field trials results (includes photo gallery) for Costa Farms in Miami, Fla.

Read More
Petunia Bed (2015 University of Wisconsin Field Trials)

November 21, 2015

University of Wisconsin (Verona, Wis.) 2015 Field Trial…

See the 2015 field trials results (includes photo gallery) for the University of Wisconsin display gardens at the West Madison Agricultural Research Station in Verona, Wisc.

Read More

November 20, 2015

2015 Oklahoma State University (Oklahoma City, Okla.) F…

See the 2015 field trials results for Oklahoma State University in Oklahoma City, Okla.

Read More
Cladium 'Red Glamour' (2015 The Ohio State University Field Trials)

November 20, 2015

The Ohio State University (Columbus, Ohio) 2015 Field T…

See the 2015 field trials results (includes photo gallery) for The Ohio State University/Chadwick Arboretum, in Columbus, Ohio.

Read More
This row of tomatoes with large fruit load is part of an on-going project with DeRuiter Seed Co

November 20, 2015

What To Consider When Growing Vegetables Under Cover

Some critical points to think about before adding vegetables to your crop mix include market, crop choice, and labor.

Read More
Celosia 'Intenz Classic (2015 Mast Young Plants Field Trials)

November 20, 2015

North Dakota State University (Fargo, N.D.) 2015 Field …

See the 2015 field trials results for North Dakota State University in Fargo, N.D.

Read More

November 19, 2015

Michigan State University (East Lansing, Mich.) 2015 Fi…

See the 2015 field trials results for the Michigan State University (MSU) Horticulture Demonstration Gardens in East Lansing, Mich.

Read More
Dummen Pop Up Store Romance Rose

November 19, 2015

Dümmen Orange Teaming Up With L’Olivier Floral Atelier …

Opening November 20, the Brookfield Ephemeral Boutique will offer an exclusive collection of grab-and-go bouquets featuring Dümmen Orange varieties and L’Olivier’s own signature arrangements.

Read More
Mast Young Display Garden (2015 Mast Young Plants Field Trials)

November 19, 2015

Mast Young Plants (Grand Rapids, Mich.) 2015 Field Tria…

See the 2015 field trials results (includes photo gallery) for Mast Young Plants in Grand Rapids, Mich.

Read More
[gravityform id="35" title="false" description="false"]