Burpee Is Reborn: Marketer Of The Year Award Winner

Burpee Is Reborn: Marketer Of The Year Award Winner

For more than a century, gardeners have been purchasing flower and vegetable seeds from the Burpee catalog. With the kind of brand equity and recognition marketers dream of, it just made sense to create a line of branded plants under the Burpee name starting with herbs and vegetables.

Founded in 1876 by W. Atlee Burpee, Burpee is still a family seed company in the Philadelphia area but now owned and operated by George Ball Jr. With Ball Horticultural Co.’s vertical leadership position on the plant production and marketing side, it made sense for Ball to take the lead in rolling out the Burpee Home Gardens line to growers and retailers.

From the beginning, the goal has been to inspire confidence and help gardeners succeed by offering the best-performing varieties and providing information, ideas and inspiration to take the guesswork out of home gardening. The program rolled out at the 2009 California Spring Trials with growers in Dallas and Baltimore testing the program at retail that season. The consumer-facing website, BurpeeHomeGardens.com went live with extensive plant information, gardening tips, recipes and resources for home gardeners.

Burpee Home Gardens also is engaging the public directly, whether it’s handing out free plants to the public in downtown Chicago, hosting vegetable garden giveaway contests, planting community gardens with children or sponsoring the Earth Day celebration at New York Botanical Gardens and the “Growing A Greener World” public television show.

Nurturing The Next Generation

In April 2010, Burpee launched I Can Grow, a national campaign to support interest in vegetable gardening among young and novice gardeners. One component is installing school and community gardens across the nation. Five winning schools were chosen for garden installations as recipients of the I Can Grow Youth Garden Award. Interest was strong with more than 220 applications from schools and communities.

I Can Grow focuses on four key areas of vegetable gardening: education, eating better, environment and economy. This reflects a growing interest in fresher, more nutritious food and supports community needs, environmental responsibility, saving money and finding personal satisfaction through home gardening.

In addition to the resources available at BurpeeHomeGardens.com, Ball has published a 55-page “I Can Grow Guide” with the National Gardening Association, offering ideas for teachers, youth group leaders and volunteers on how to cultivate a successful youth garden program. Another resource, “Garden Fresh,” is a 32-page consumer guide with easy-to-follow instructions on how to start, maintain and build a home vegetable garden.

Tapping into technology, the Burpee Garden Coach, which debuted this year, is a mobile Web tool that gives home gardeners access to season-long success on their cell phone. Through text- and web-based interaction, the Burpee Garden Coach supports gardeners and inspires confidence throughout the life cycle of their vegetable plants–choosing, growing, maintaining, harvesting and eating. In addition to the timely tips, resources include the plant database, the ability to create a garden journal, a retail locator, weather forecasts and recipes. Microsoft Tags encourage connectivity.

Next year, the Burpee Home Gardens will extend to a flower program with a mix of exclusive and tried-and-true varieties. Another new program is Burpee BOOST, a collection of six nutritious varieties selected for higher levels of antioxidants than other home garden vegetable plants.

This is the first time Greenhouse Grower has presented its Marketer of the Year award to a vegetable program and we are pleased to see Ball and Burpee break new ground with Burpee Home Gardens. What a wonderful way to make an old-fashioned brand modern and relevant to all generations.

Leave a Reply

More From Varieties...
Gaillardia x grandiflora 'Arizona Apricot'

February 25, 2015

National Garden Bureau Designates 2015 As Year Of The Gaillardia

Gaillardia, also known as the blanket flower, is a member of the sunflower family (Asteraceae) and a long-blooming pollinator plant. It is fitting that the National Garden Bureau has specified 2015 as The Year of the Gaillardia.

Read More
IPPS Sharing Plant Production Knowledge Globally Logo

February 25, 2015

International Plant Propagators Western Region Sets Annual Meeting Date

The annual meet for the International Plant Propagators' Society (IPPS) Western Region has been set for this September. It will take place September 23 to 26 in Modesto, Calif., and will include learning sessions, tours to local nurseries, a research poster display and poster presentations, various networking opportunities and an awards banquet to close the event.

Read More
Evolvulus Blue My Mind

February 24, 2015

Blue Ribbon Bloomers For Greenhouse Production

Grow what consumers want! Surveys show that blue is one of the top preferred colors of today’s consumers. Here are twelve top recommended blue-flowering Proven Winners annuals and perennials to suit your spring production cycle.

Read More
Latest Stories
Gaillardia x grandiflora 'Arizona Apricot'

February 25, 2015

National Garden Bureau Designates 2015 As Year Of The G…

Gaillardia, also known as the blanket flower, is a member of the sunflower family (Asteraceae) and a long-blooming pollinator plant. It is fitting that the National Garden Bureau has specified 2015 as The Year of the Gaillardia.

Read More

February 18, 2015

California Spring Trials Sneak Peek: New Annuals For 20…

If you're like us and you can't wait until the 2015 California Spring Trials to see some of the new genetics that will be hitting the market in 2016, never fear. We contacted the breeders who will be displaying their new varieties in California in April, and they gave us a sneak peek. Check out our slideshow to see some of the new annuals making their debut to the trade this spring.

Read More
Athena Brazil Salvia 'Brazilian Purple'

February 18, 2015

ForemostCo And Athena Brazil Unite To Supply Unrooted P…

ForemostCo, Inc. and Athena Brazil have forged a working relationship to support each other in the unrooted perennial cuttings market for North America. The partnership, geared toward accommodating increasing demand for unrooted perennial cuttings in North America, adds diversity to a recently consolidated market.

Read More

February 17, 2015

Poinsettias Had Their Best Year In Many In 2014

Poinsettia growers report a strong year in 2014, thanks to a few conditions. Growers were encouraged by high plant quality, enthusiastic shoppers and a stronger, less saturated market for poinsettias throughout the selling season. Seasonal cold at just the right time put consumers in a festive mood to buy early and often, and with no big snowstorms to hold up shipments and a reduction of supply available in the market, the season was strong from start to finish.

Read More
Geranium x cantabrigiense 'Biokovo'

February 17, 2015

Geranium Hybrid ‘Biokovo’ Dubbed 2015 Peren…

Geranium xcantabrigiense ‘Biokovo,' a naturally occurring hybrid of G. dalmaticum and G. macrorrhizum, is the Perennial Plant Association's top pick for 2015 Perennial of the Year. Learn why this tough, landscape geranium took home the prize.

Read More
Costa Farms' Season Premier 2015

February 4, 2015

Costa Farms’ 2015 Season Premier Reveals Newest V…

The annual Season Premier at Costa Farms in Miami, Fla., is the industry's very first peek at new varieties for debut the following year, even before the California Spring Trials, heralded widely as the jumping off point for new varieties. This year's event revealed breeders' best and brightest new varieties for 2016, shown in field trials, landscape trials and containers at Costa Farms tropical trial gardens. Plant breeders presented their new varieties to buyers and members of Lowe’s grower panel. Growers, brokers and other allied industry members, including Home Depot growers and buyers, were also able to peruse the grounds to see how the new varieties fared in the winter trials. Later this season, the hot and humid conditions at Costa’s summer trials will help identify the true performers.

Read More

January 28, 2015

All-America Selections Introduces Additional 2015 Winne…

All-America Selections has announced more 2015 AAS Winners, bringing the grand total of introductions for the 2015 gardening year to 25. The seven winners join the 12 announced last November and six announced last July. This year, AAS has had the most winners in one year since 1939.

Read More

January 28, 2015

Holiday Plant Trends And New Varieties

Growers had mixed feelings about the 2014 poinsettia season according to Greenhouse Grower's 2014 Poinsettia Survey. Read about their plans for 2015 and stay up to date on 14 of the newest cyclamen and poinsettia varieties on the market.

Read More

January 21, 2015

Pantone Marsala Plants To Grow In 2015 [Slideshow]

Marsala, an earthy wine-red color, is the Pantone Color of the Year for 2015, and it presents a great marketing opportunity to showcase Marsala-colored plants for outdoor and indoor decorating. Enjoy this round-up of plants with Marsala hues.

Read More

January 14, 2015

Liven Up Indoor And Outdoor Living With 24 New Tropical…

Uniquely colored foliage and vivid blooms are just two of the great features new tropicals and foliage plants add to energize indoor and outdoor spaces.

Read More

January 13, 2015

Take Purdue University’s Survey On Vegetatively P…

Do you have problems callusing or rooting vegetatively propagated perennials? The Purdue University Floriculture Lab would like to help you with these problems, but first the research team there needs your help.

Read More
Poinsettia 'Charon Red'

January 6, 2015

Dan Schantz Farm 2014 Poinsettia Trial Recap And 2015 D…

The 2014 Dan Schantz Poinsettia trials featured more than 170 poinsettia varieties. Here's a summary of the event, as well as a 2015 date for your calendar.

Read More

December 31, 2014

Engage Busy Consumers With Modern-Day Tropical And Foli…

Contemporary tropical and foliage plants fit right in with the hustle and bustle of the twenty-first century. Their versatility lends itself to countless uses both inside the house and out on the patio.

Read More

December 30, 2014

2015 California Spring Trials Are Just Around The Corn…

Are the California Spring Trials on your schedule for 2015? Before the busy growing season sidelines your plans, use this handy resource to get a jumpstart on registering for your trip.

Read More

December 29, 2014

Top 5 Slideshows Of 2014

These popular slideshows from 2014 highlight everything from new perennials, to new veggies, to California Spring Trials.

Read More

December 29, 2014

Suntory Makes Spirits Bright With Princettia Displays

Suntory Flowers started to introduce its varieties to sister company Beam Suntory by collaborating on a holiday interiorscape featuring Princettia at Beam Suntory's offices in Deerfield, Ill., near Chicago.

Read More

December 17, 2014

Small-Size Plant Varieties For Small-Scale Gardens [Sli…

Miniature and dwarf-sized varieties are perfect for containers, small-scale outdoor gardens and miniature gardening. See what breeders and growers have to offer in new varieties and past favorites.

Read More

December 17, 2014

Plant Ratings From 2014 Trials Now Available In Plant T…

Now that North American trial grounds have completed their 2014 trialing season, the National Plant Trials Database has more than 15,000 plant ratings for the horticulture industry’s use in planning for 2015.

Read More