Young plant grower C. Raker and Sons produces and ships plugs and liners through the entire U.S. and Canada with a diverse customer base. Its product list is focused on small- to mid-sized growers but like any business, having diversity in your customer base is very important, so the operation also does supply big box growers.
In a broad overview, Raker’s General Manager of Sales and Marketing Susie Raker-Zimmerman says big box growers need product that’s going to ship well, fits many units on a cart and can be benchrun. The smaller to mid-size growers, specifically grower/retailers, want diversity in plant selection and to differentiate themselves.
How does a young plant grower serve these needs while finding the best genetics for the consumer?
1. In-House R&D. It starts with Raker’s research and development team, which goes through a two- to three-year evaluation process for all varieties with genetics from all types of breeders. Production-based trialing is done to evaluate genetics but also to ensure the young plant grower can produce the plants.
From there, good genetics are compared to what’s already available to growers. Raker-Zimmerman says the R&D team evaluates thousands of products yearly but may only bring three or four of them to market.
Raker also relies on relationships with breeders.
“We work very closely with our breeders,” Raker-Zimmerman says. “We trust them and trust what they’re bringing to market. We have a lot of meetings back and forth talking about their new varieties: the good stuff and what’s a no-brainer.”
New varieties from series that have proven their value in the market have an edge.
“When it comes to something like begonias, the market is with a certain series,” Raker-Zimmerman says. “You know if a new variety comes to market in that series, you’re just going to add it to your product list, because it’s already got the brand recognition and people understand and know how to grow that variety.”
2. California Spring Trials. By the time Raker sees varieties at California Spring Trials, many have already been in its own genetic trials. The staff still visits every single stop because they amount to a series of confirming moments, helping the team make final decisions on what will and will not be added to the grower’s product mix.
3. Raker’s Bedding Trials. Raker’s own trial gardens are also a very important part of the decision-making process. Trials let staff see product in Raker’s environment from start to finish, seed and cutting performance, saleable container performance and landscape performance.
“There are some products out there that are looking really, really good and I’m thinking, ‘Why aren’t we offering these? We need to drop this and add this,'” Raker-Zimmerman says. “I just did that with the Sundiascia from Suntory. We had a late add in our program for 2014 because it has been stellar out here all season long. The trial garden is probably one of the biggest influencers we have because we have control from start to finish.”
4. Trends. When you’re in a two- to three-year R&D cycle, how can you respond to trends? Raker-Zimmerman says it all depends on the product. If a need is urgent, she says the operation has moved faster, bringing a product to market in as little as a year.
“More and more, it seems the reactionary time is shorter,” she says, pointing to the grafted tomato trend in in the commercial sector. Although this is true, she takes a long-term view on short-term trends through looking at the cyclical product lifecycle of the business.
Dianthus is another example. It’s is a hot item right now, but Raker-Zimmerman says she thinks this trend will fade in about four years and something new will be hot.
“In another 10 or 15 years, dianthus is going to come back around and pop up its head again,” she continues. “I think this grafted tomato thing has a five- to eight-year lifecycle and I think we’re in year four. You jump on the right wave and ride while you can and make sure you’re offering the best products you can in that time frame.”
5. Personal Opinion. The product lifecycle guides variety selection, but so can personal opinion. When the final decision is made on selecting genetics, a team of five people makes the call. It’s not just one person’s decision because Raker-Zimmerman says that with many plants, it can be difficult to be objective and keep the customer’s needs in mind.
“I truly feel that if one person is making all the calls on what you’re adding, you’re going to get a bit of a lopsided product listing,” she says. “In the wholesale channel, plants are still love it or hate it. It’s very opinion-based. People can’t agree whether they want a small-flowered petunia with lots of flowers on it or a large petunia with three flowers. We do it all by team to make sure opinions are being heard, so that you get a diverse range of ideas.”