Connecting With Consumers

Growers don’t have the direct line of communication with consumers that retailers do. Between spring preparations, last-minute orders to fill and the runaround Mother’s Day and Memorial Day cause, it’s tough to take a good look at how the marketplace is taking shape.

Growers are aware of the products they grow that are and aren’t selling, but time isn’t necessarily ample for them to dissect consumer purchasing decisions and begin making plans for next year.

Fortunately, we did some dissecting for you this spring. In mid-April, we created a short survey and sent it to family and friends to get their takes on their consumer experience and gardening. Nearly 100 people took the survey, and the majority of respondents (90 percent) are under the age of 45. Forty percent of respondents are under age 30, so we received good feedback from the consumers who will shape the marketplace over the next 30 years.

Assuming my family and friends were strapped for time, I didn’t expect the most thorough and enthusiastic responses. Many of them are just out of college and at the start of a career, so I was surprised to read multiple responses that exuded intelligence, thoughtfulness and interest in our industry.

A Little Help, Please!

Some of the most interesting comments respondents made were actually calls for help. Consumer respondents even offered suggestions retailers should consider to reel them into stores. Growers should heed their suggestions, too, because everybody in the supply chain is responsible to the consumer.

One respondent wrote: “Independent garden centers should host free workshops on Saturdays, where they could teach potential gardeners how to start their own herb and vegetable garden. The grocery store would be another good place to get people interested.”

Retailers bear a bulk of the responsibility for consumer interest, but growers should also play a role in attracting new consumers and keeping old consumers interested. Vegetables and herbs, for example were clearly hot this spring, but we shouldn’t assume they’ll generate the same interest in 2010.

To ensure consumers return, growers should work with retailers–or explore options on their own–to develop educational programs or workshops that help consumers succeed in the garden. If 2009 becomes the year consumers took an interest in herbs and vegetables, take the next step with them in 2010 to make herbs and vegetables a greenhouse mainstay for years to come.

If you’re a wholesale grower, offer consumers a chance to tour and talk edibles or ornamentals at your facility. They’re bound to be awestruck by the magnitude of your production, and they’ll be inspired to try new things at home. A great example is Burpee’s Root Camp, a fun, basic training workshop designed to resemble boot camp that gives consumers a chance to ask questions and have fun in the garden.

Another solution is branding (see “You Say Tomato” on page 52). Don’t just sell an edible or ornamental, market a lifestyle or create a promotional campaign that offers consumers all the information needed to succeed. Create tags and point-of-purchase materials to hook consumers, and invest in a website.

Whatever you do, go local. Our survey respondents are asking for it.

Leave a Reply

More From Varieties...
Terra Nova Shipping Box

July 20, 2017

Terra Nova Nurseries, Dümmen Orange to Partner on Unrooted Cuttings Production

Terra Nova Nurseries has contracted with Dümmen Orange to produce unrooted cuttings (URCs) from Terra Nova private stock located at Dümmen Orange’s Central America facilities. The URCs will fulfill orders in North America and Europe.

Read More

July 20, 2017

New Perennials, Trial Gardens, and Merchandising Were Highlights of Darwin Perennials Day 2017

Darwin Perennials Day has steadily become one of the must-attend perennial events of the summer. This year, even the weather cooperated.

Read More
2018 Ball Seed Catalog

July 17, 2017

Ball Seed’s 2018 New Varieties Catalog Now Available

The expanded guide includes breakthrough breeding from Ball in annuals, perennials, vegetables, potted plants, and more.

Read More
Latest Stories
Terra Nova Shipping Box

July 20, 2017

Terra Nova Nurseries, Dümmen Orange to Partner on Unroo…

Terra Nova Nurseries has contracted with Dümmen Orange to produce unrooted cuttings (URCs) from Terra Nova private stock located at Dümmen Orange’s Central America facilities. The URCs will fulfill orders in North America and Europe.

Read More

July 20, 2017

New Perennials, Trial Gardens, and Merchandising Were H…

Darwin Perennials Day has steadily become one of the must-attend perennial events of the summer. This year, even the weather cooperated.

Read More
2018 Ball Seed Catalog

July 17, 2017

Ball Seed’s 2018 New Varieties Catalog Now Available

The expanded guide includes breakthrough breeding from Ball in annuals, perennials, vegetables, potted plants, and more.

Read More
Pleasant View Open House

July 16, 2017

Pleasant View Gardens, D.S. Cole Growers Hosting Open H…

The event gives horticulture industry professionals the chance to check out nearly 80 new introductions from Proven Winners, as well as Pleasant View’s new Savor Edibles & Fragrants line.

Read More
All American Selections

July 12, 2017

All-America Selections Celebrates Milestone Anniversary…

Coinciding with its 85th anniversary celebration, AAS is hosting an open house at its new offices, and has also released its annual report.

Read More

July 8, 2017

Plant Patent Law: Protecting the Variety Pipeline

Breeders call for better cooperation in protecting intellectual property while considering how stricter laws and expensive patents could impact the future of innovation.

Read More
Calibrachoa ‘Superbells Holy Moly!’ (Proven Winners)

July 8, 2017

Are Utility Patents Tying Up Innovation With Litigation…

The opportunities for innovation in plant breeding could be greatly advanced by creating an industry-led patent licensing platform.

Read More

July 8, 2017

Fleuroselect and CIOPORA Offer Organizational Leadershi…

Learn why breeders feel these organizations should be emulated in an industry-led initiative to protect plant breeding efforts.

Read More
Thalictrum Nimbus White (Terra Nova Nurseries)

June 30, 2017

Kelly Norris Dishes on New Plants, Going to Seed, and B…

From woody perennials to genetically modified petunias, Kelly Norris gives his take on what turned out to be a busy spring.

Read More
Jim Devereux, Green Fuse Botanicals

June 24, 2017

Green Fuse Botanicals New Vice President is Focused on …

Jim Devereux, who will oversee production, sales, and marketing for Green Fuse, says he hopes to bring genetics to the market that break from traditional production methods for finished growers.

Read More
Ushio Sakazaki feature

June 22, 2017

Japanese Breeder Ushio Sakazaki Wins Medal of Excellenc…

From Supertunias to Superbells, this innovative Japanese breeder has used wild genetics to create game-changing plants that help consumers reconnect with the beauty of nature.

Read More
CallaFornia Red

June 20, 2017

Dümmen Orange Enters Calla Market With Acquisition of G…

Golden State will continue to supply the market through September 2018, at which time Dümmen Orange will assume supply and delivery of much of Golden State’s product line.

Read More
Plantpeddler Variety Day

June 14, 2017

Plantpeddler Hosting Variety Day on Aug. 4 in Cresco, I…

The free event will allow attendees to tour Plantpeddler’s trial gardens, which include more than 1,200 varieties of vegetative annuals displayed in large containers, baskets, window boxes, and beds.

Read More
Jonathan Babikow, Emerald Coast Growers

June 9, 2017

New Head Grower at Emerald Coast Growers is Excited abo…

Jonathan Babikow, Emerald Coast Growers’ new general manager/head grower for its Lancaster, PA, location, talks about his favorite perennials, the advantages of growing in Pennsylvania, and his future hopes for his career.

Read More
Petunia 'Amore Mio' (Danziger)

June 8, 2017

AmericanHort Update on Genetically Engineered Petunias

AmericanHort is actively assisting affected plant breeders, distributors, growers, and retailers as the genetically modified petunia regulatory response continues. Since the last update, there have been several changes to the list of petunias confirmed or suspected of being genetically engineered and therefore unauthorized to be imported or sold. Also, the list of recognized laboratories for petunia variety confirmation testing has expanded. Most importantly, petunia varieties on the USDA-APHIS Biotechnology Regulatory Services (BRS) list require an APHIS Form 2000 for importation. APHIS also began requiring that any Petunia spp. Shipments, not including regulated GE varieties, must be accompanied by a list of variety names. This resulted in some inspection delays at the USDA-APHIS plant inspection station in Atlanta over the past two weeks. In response, AmericanHort has negotiated a more flexible approach with APHIS, and new guidance has just been posted for importing Petunia plants, cuttings, or seed. The new guidance allows […]

Read More
Bailey Expo

June 8, 2017

Bailey Nurseries Expo to Take Place in Late July in Min…

This year’s expo will focus on bridging the gap with Millennials and non-gardeners through creative marketing, engaging in-store displays, and heightened customer service.

Read More
Scaevola Mix from Suntory

June 6, 2017

How Was Your Spring? Let Us Know by Taking Greenhouse G…

Please take a few minutes to answer Greenhouse Grower’s 2017 Spring Recap Survey. The deadline for completing the survey is June 20.

Read More
Eason Horticultural Resources Hot New Perennials Booklet

June 6, 2017

Eason Horticultural Resources Releases New Perennials B…

“Hot New Perennials for 2018” is a compilation of information shared with Eason from a broad range of perennial young plant producers, breeding companies, and breeder representatives.

Read More