Lowe’s Edibles Program To Challenge Bonnie Plants

Lowe's Edibles Program To Challenge Bonnie Plants

.

Marketing consultant Jerry Montgomery visited 28 garden center retail locations in Southwest Florida over the weekend (February 20-21) and offers his assessment.

South Florida sells bedding plants year-round with February and March being the spring peak times. The weather was ideal for our 1 ½ -day look at this market with day temperatures in the mid-70s and night temperatures in the 50s. Consumer traffic was not what you would expect for this period, especially after severe losses of landscape plants during the past record winter.

Our tour included 28 retailers–nine Walmarts, eight Home Depots, six Lowe’s, three Costcos and two Sam’s Clubs. Lowe’s and Home Depot are served by the same bedding plant vendor, so there was not much of a difference in product quality or product mix but a substantial difference in other elements of retailing.

Walmart

Its garden centers just keep getting better with increasing product quality and vastly improved merchandising. There was some new POS signage with a vegetable focus. One theme was “Tomato Time” with the size of signage at 42 x 30 inches. Walmart was the only retailer that had accurate price signs in all the displays I inspected. From my perspective, Walmart in this market has a far greater emphasis on foliage. That is the core product group in the outdoor landscape business.

With the massive losses sustained by consumers this winter, it appears Walmart is on the right track. The annuals it did have were good quality and most items displayed good color. Clearly, the Walmart vendors in this area are above average performers.

Home Depot

Home Depot offered a well-rounded product mix with an array of generic and branded products. Much more space was devoted to Scott’s bagged soils than I’ve seen in the past. Scott’s products were merchandised on end caps formerly used for bedding plants and perennials, and the outside aprons had more space allocated to Scott’s bagged media.

On the branded plant side, I observed Vigoro that’s used for the mid-range price points, along with Viva, Proven Winners and Bonnie Plant. Viva had two new items–’Orange Zest’ petunia pairing up with ‘Lemon Zest’ and ‘Rhythm and Blues’ petunia. ‘Orange Zest’ looked like a compelling color and matched the size of its Lemon counterpart. ‘Rhythm and Blues’ had a decent picotee effect but the centers were open and lacked flowers because of its spreading habit–not a winner for the grower.

Lowe’s

The only new item that really stood out at Lowe’s was its new “Grow Your Own” vegetables and herb program that goes head to head with Bonnie Plants. The line consisted of two sizes–a quart herb program and a 1-gallon vegetable line. Both sizes were offered in a 100 percent biodegradable coconut fiber container with a large descriptive label. The container had a plastic collar similar to Bonnie’s that was printed with consumer messages, a UPC and planting instructions. The label had recipes on the reverse side.

The 1-gallon tomatoes had no variety designation on the label. A separate white sticker was used, but in some cases plants arrived at the store without variety ID. The quart herbs were retailed at $2.48 compared to a 5-inch Bonnie Plant at $3.48. The 1-gallon tomatoes were at $5.98 retail, similar to the Bonnie SKU.

It appears Lowe’s is offering an alternative to the Bonnie Plant line–and in the case of herbs at a much lower retail price. The real story may be in the merchandising because Bonnie has much better placement and is merchandised on risers with nice POS signage, whereas the “Grow Your Own” program has no POS materials and is scattered around the garden center, sometimes in low-traffic areas.

Sam’s Club

Sam’s Club only offered two bedding plant items: a 14-inch fiber hanging basket retailing for $23.62 and a 14-inch patio pot at $25.02.

Costco

Costco was offering the following this past weekend:

–10-inch patio at $10.98
–3 to 6-inch cyclamen at $9.99
–10-inch lilies at $11.68
–4- to 4.5-inch kalanchoes at $8.99

Summary

The spring season in Southwest Florida is so long, starting as early as January and peaking in late March, that it’s hard to determine the growth or decline. Still, in talking to several garden center mangers, they all commented they were up significantly for the year.

What was most surprising was how little focus there was on the vegetables category except for the “Grow Your Own” program at Lowe’s. The other retailers have done nothing different to exploit the opportunities in this high growth category.

In stores, I did not see one Wave SKU–the most recognized plant brand. I observed only a handful of the hottest geranium on the planet, Calliope, and they were in Lowe’s and not identified by variety.

Outside of vegetables, I saw very little you would consider new and exciting. For the most part, there was little difference from Spring 2009.

Florida, in my opinion, has fewer independent garden centers than far less populated states, so the consumer is more reliant on the national retailers for information and recommendations. Unfortunately, there appears to be much less information available than one would find at most independents. The home centers have a huge opportunity to capture the loyalty of the consumer but history says we will not see much change. It will continue to be a battle based on pricing.

Table 1. Retail Prices: Southwest Florida

Item
Size Home Depot Lowe’s Walmart
Annuals Basic 4.5 inch 0.99 0.98 0.95
  6 inch 1.97 2.58 2.50
  T-18 9.96 9.98  
  209     5.50
Proven Winners 4.25 3.97    
Vigoro 1 gallon 3.97    
Viva Sunpatiens Quart 2.97    
Viva 1 gallon 3.97    
Viva Asiatic lily 1 gallon 4.97    
Premium Annuals 1 gallon 4.97   3.50
Geraniums 6 nch 3.97 4.48  
Garden Club Select Quart   3.48  
Garden Club Select 1 gallon   5.48  
GCS perennials 8 inch   7.98  
Perennials 1 gallon 3.49 3.48  
Perennials 8 inch   5.48  
Hanging Baskets        
Basic 10 inch 6.99 6.98 7.00
Premium 10 inch NA 10.98 9.00
  12 inch 12.97 19.98 13.00
Coco fiber 14 inch 19.97    
HB ferns 10 inch 8.97    
Patio Pots 8 inch 7.97 7.98 7.00
  10 inch 10.97 12.98-15.98 10.50
Window box 16 inch   10.98  
Color bowl square 12 inch   11.98  
Vegetables Bonnie 9-pack 3.48 3.48 3.00
  4 inch 2.98 3.00 3.00
  5 inch 3.48 3.48 3.25
  1 gallon 5.98 5.98 5.00
Grow Your Own Quart   2.48  
  1 gallon   5.98  
Herb garden 10 inch   12.98  

About the author: Jerry Montgomery is a 40-year veteran of the floriculture industry and has worked for distributor companies, breeders and large growers specializing with a focus on sales and marketing. As an industry consultant, he works for large growers, distributors and breeder/producers. His focus is to understand the market dynamics from breeder to consumer through intense retail travel, visiting almost 1,500 stores since January 2008.

Leave a Reply

12 comments on “Lowe’s Edibles Program To Challenge Bonnie Plants

  1. We tried the Calliope Geraniums last year and while customers really went for the color their habit leaves a lot to be desired… not upright sort of a spreader. We don’t like them for that reason.

  2. The Lowes store I visited in SW Florida this past week had the new vegetable/herb program in it as well. The huge problem I saw is that both the quart and gallon tomatoes had tags which said “tomato” and did not identify the variety. While this may have been a tagging mistake and I do not know if it was wide spread (I was only in 1 store), I can not believe a customer would buy a tomato without knowing what the actual variety is. The bench I was looking at also did not appear to have sold any either.

  3. We have had the worst extended cold and freezing weather since 1896 and it started in November! This is not a fair assessment of our plants and market as nothing is turning yet. Freezing weather from West Palm Beach north again tonight and rain predicted Saturday. Garden centers in Florida are down 35% so you recorded some hopeful managers comments even for the southwest quadrant you walked. El Nino’s in 93 and 98 killed March business and we all hope it wanes soon. Waves and Supertunias are long day plants and Florida petunia season is short day – winter ending in April. Even the Rhythm and Blues will be better as days lengthen. Calliope Geraniums are a winner in Florida where everything needs Bonzi. You will see them soon.

  4. I agree wholeheartedly with Mr. Brown’s assessment of the Florida market and of the products mentioned. With the extended cold period that we’ve experienced for the past few months, and yet again another frost this morning, we feel strongly that the market has yet to hit it’s stride. But once we are through with the unseasonably cool weather we think things will pick up very quickly as much of the landscape plantings have been severly impacted by the freezes. I believe most of the Florida growers are well poised to fufill the anticipated demand.

  5. We just moved to SW Florida this past July. We are looking for somewhere other then large chain stores to purchase vegetable/herb plants. Perhaps a privately owned Nursery or private grower? Have any suggestions?

  6. We tried the Calliope Geraniums last year and while customers really went for the color their habit leaves a lot to be desired… not upright sort of a spreader. We don’t like them for that reason.

  7. The Lowes store I visited in SW Florida this past week had the new vegetable/herb program in it as well. The huge problem I saw is that both the quart and gallon tomatoes had tags which said “tomato” and did not identify the variety. While this may have been a tagging mistake and I do not know if it was wide spread (I was only in 1 store), I can not believe a customer would buy a tomato without knowing what the actual variety is. The bench I was looking at also did not appear to have sold any either.

  8. We have had the worst extended cold and freezing weather since 1896 and it started in November! This is not a fair assessment of our plants and market as nothing is turning yet. Freezing weather from West Palm Beach north again tonight and rain predicted Saturday. Garden centers in Florida are down 35% so you recorded some hopeful managers comments even for the southwest quadrant you walked. El Nino’s in 93 and 98 killed March business and we all hope it wanes soon. Waves and Supertunias are long day plants and Florida petunia season is short day – winter ending in April. Even the Rhythm and Blues will be better as days lengthen. Calliope Geraniums are a winner in Florida where everything needs Bonzi. You will see them soon.

  9. I agree wholeheartedly with Mr. Brown’s assessment of the Florida market and of the products mentioned. With the extended cold period that we’ve experienced for the past few months, and yet again another frost this morning, we feel strongly that the market has yet to hit it’s stride. But once we are through with the unseasonably cool weather we think things will pick up very quickly as much of the landscape plantings have been severly impacted by the freezes. I believe most of the Florida growers are well poised to fufill the anticipated demand.

  10. We just moved to SW Florida this past July. We are looking for somewhere other then large chain stores to purchase vegetable/herb plants. Perhaps a privately owned Nursery or private grower? Have any suggestions?

More From Varieties...
PP&L CAST 2015 intros

April 22, 2015

6 Breeding Companies Serve Up New Varieties At Pacific Plug & Liner

Pacific Plug & Liner’s theme this year, Labyrinth, a conservatory of the world’s most captivating plants, was perfectly topped off (pun intended) with fascinators for the women and newsboy caps for the men. The PP&L team dressed their part to act out the gothic “conservatory of the world’s most captivating plants.” Truly, the displays looked like they practically popped out of a catalog, and the costumes were a nice touch. Retailers take heed, the fully merchandised displays at Pacific Plug & Liner are worthy of emulating. We’ll let the pictures tell the story of all the fabulous variety introductions presented at  Pacific Plug & Liner’s 2015 California Spring Trials, where Cultivaris, Cohen Nurseries, Histil Nurseries, Jaldety Nurseries, Southern Living/Sunset Collection and Pacific Plug & Liner all highlighted their 2016 introductions.  

Read More
Speedling 2015 CAST intros

April 22, 2015

Speedling Inc. Presents New Varieties From ABZ Seeds, Hem Genetics, Thompson & Morgan, Vista Farms & PSI

You name it, we saw it at Speedling's California Spring Trials location in San Juan Bautista, where five companies showed off their new introductions for 2016.

Read More
PittMoss on Shark Tank

April 22, 2015

PittMoss Wins On Shark Tank

Mont Handley, president and CEO of PittMoss, appeared on ABC’s Shark Tank on April 17 to try to get the “sharks” to invest in his peat moss alternative. Three investors from the TV show contributed $600,000 to PittMoss for a 35 percent stake in the company. Check out this clip from ABC’s website in which Mark Cuban, Kevin O’Leary and Robert Herjavec discuss getting on board with the product. PittMoss is an alternative to sphagnum peat moss, made up of a mix of proprietary additives and recycled paper rescued from landfill space. Handley founded the Pittsburgh-based company in 1994. What started as a small experiment grew into a full-fledged business with the help of funding provided by an EPA SBIR grant and Pittsburgh’s Idea Foundry. Today, PittMoss is available to commercial greenhouses and nurseries from Michigan to Maine to North Carolina, with plans to grow. To learn more, visit PittMoss’ website, or check it […]

Read More
Latest Stories
PP&L CAST 2015 intros

April 22, 2015

6 Breeding Companies Serve Up New Varieties At Pacific …

Pacific Plug & Liner’s theme this year, Labyrinth, a conservatory of the world’s most captivating plants, was perfectly topped off (pun intended) with fascinators for the women and newsboy caps for the men. The PP&L team dressed their part to act out the gothic “conservatory of the world’s most captivating plants.” Truly, the displays looked like they practically popped out of a catalog, and the costumes were a nice touch. Retailers take heed, the fully merchandised displays at Pacific Plug & Liner are worthy of emulating. We’ll let the pictures tell the story of all the fabulous variety introductions presented at  Pacific Plug & Liner’s 2015 California Spring Trials, where Cultivaris, Cohen Nurseries, Histil Nurseries, Jaldety Nurseries, Southern Living/Sunset Collection and Pacific Plug & Liner all highlighted their 2016 introductions.  

Read More
Speedling 2015 CAST intros

April 22, 2015

Speedling Inc. Presents New Varieties From ABZ Seeds, H…

You name it, we saw it at Speedling's California Spring Trials location in San Juan Bautista, where five companies showed off their new introductions for 2016.

Read More
Danziger_Coreopsis_Solanna Glow1

April 22, 2015

Industry Perspective: McHutchison’s Vaughn Fletch…

Vaughn Fletcher with McHutchison Horticultural Distributors is part of Greenhouse Grower‘s Medal Of Excellence For Industry’s Choice Panel. Fletcher recounts some of the standout varieties he saw while visiting Danziger "Dan" Flower Farms and Beekenkamp during California Spring Trials.

Read More
Lomandra-Platinum-Beauty-Ball

April 22, 2015

Allan Armitage Finds A Lot To Love On His Last Day At T…

On the last day of the 2015 California Spring Trials, Allan Armitage and the Greenhouse Grower team visited three stops that accounted for 12 breeding companies. From annuals and perennials to herbs and strawberries, Armitage found plenty to get excited about.

Read More
Viola 'Yellow Purple Wing'

April 21, 2015

Benary Combines Fun Marketing Ideas With Strong New Pla…

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.

Read More
Syngenta CAST 2015

April 21, 2015

Syngenta’s Getting Crafty With Containers

Containers seem to be the name of the game for Syngenta, perhaps because the company knows that the consumer garden of today and of the future is on the deck. From Kwik Kombos to veggies, Syngenta’s California Spring Trials display provided a variety of options and information that growers and retailers can use to drive consumer success. Bengal is a new series of F1 seed gerberas in six classic colors. The big brother to the popular Jaguar gerbera series, Bengal gerberas have a larger flower but remain compact in containers, and they’re ideal for six-inch and larger pots. The grandiflora F1 hybrid Tritunia series is a compilation of genetics from three different petunia lines, to allow Syngenta Flowers to declutter the market and growers to simplify their orders. Tritunia is available in 20 colors and three mixes. Kwik Kombos, Syngenta’s line of mixed containers, is a big deal for the breeder and […]

Read More
Danziger CAST 2015

April 21, 2015

Danziger Highlights The Best Of Its 2016 New Variety In…

After a long day during California Spring Trials (CAST), Vice President of Marketing Chanochi Zaks highlighted the cream of the crop among Danziger “Dan” Flower Farm’s new varieties. Check out the slideshow to see the 10 varieties that CAST attendees were most excited about.

Read More

April 20, 2015

Three Michigan State University On-Demand Webinars Offe…

The first rule of effective insect and disease control for vegetables is to take action to prevent problems before they occur. But in order to do that, you need to have an effective pest and disease management strategy in place that incorporates best practices to ensure a successful outcome. Michigan State University offers three pest and disease management on-demand webinars that will get you started and keep you on the right track.

Read More
PW_Sakata_CAST15-4

April 20, 2015

Sakata’s Celosia ‘Dragon’s Breath’ Steals The Show In S…

Since January, when I first saw celosia ‘Dragon’s Breath’ in the landscape at Costa Farms’ Season Premier, I knew it looked like a great plant that would garner some serious attention. And sure enough, up and down the trials road, people were talking about Sakata’s hot new introduction. Celosia ‘Dragon’s Breath’ is a seed-propagated, plume-type celosia that is said to actually perform better with less fertilizer and water. If it’s fed too much, its dark leaves lose their reddish-purple coloring and turn green, and by restricting water, it tends to bloom more. It tends to be a more vigorous plant than other plume-type celosias, and its large blooms are quite attractive. Sakata also introduced a new series of African Marigolds. Proud Mari comes in Orange, Yellow and Gold, and has huge, fist-sized flowers that bloom vigorously. New colors in SuperCal petunias are L.A. Yellow and Pink, and they are fabulous additions […]

Read More

April 17, 2015

Sakata Seed Uses California Spring Trials Display Plant…

Sakata Seed America is putting its post-CAST (California Spring Trials) plants and flowers to good use to support events in local California communities of Salinas and Morgan Hill. The plants, along with donations through Sakata's Charitable Giving Program, will support three fun-filled community events that promote healthy lifestyles and support the agricultural industry.

Read More
PW_CAST15

April 17, 2015

Allan Armitage’s Favorite Plants From Proven Winn…

Between visiting California Spring Trial giants like Proven Winners, Syngenta and Danziger, Allan Armitage saw a lot of great plants in one day. Despite the size of the challenge, Dr. Armitage finds a few favorites he thinks you should try.

Read More
Gazania hybrid 'Amber Ice' (Cultivaris)

April 17, 2015

The 80/20 Theory Approach To Inventory Selection Is Put…

Tim Runte of Calloway Gardens is a member of Greenhouse Grower's Medal Of Excellence For Industry's Choice Panel. Here, he shares how he determines which plants shown at this year's California Spring Trials will make the cut at his retail stores.

Read More

April 17, 2015

Trends At California Spring Trials: AmericanHort’…

Michael Geary, CEO and president of AmericanHort, hit the road during California Spring Trials, and noted trends he saw at many of the stops. Here's one that he says we'll need to consider carefully.

Read More

April 17, 2015

Golden State Bulb At Spring Trials Has Great Appeal For…

While Golden State Bulb is a smaller stop at California Spring Trials, it’s always a treat. You not only get to see less common plants like calla lilies and eucomis, you also get to meet the passionate breeders who developed the plants you’re seeing. For plant geeks, this is a fun stop. First up, the Aloha Lily series of pineapple lily or eucomis was introduced last year, and a new variety, the dark red Kona, joined the lineup. The team at Golden State would like to see this sweet-scented series treated much like orchids by consumers. Like orchids, Aloha Lily does well in low light and has blooms that last two to three months. Now that homeowners have grown accustomed to having orchids, it just may be time to test which other long-flowering plant they would be willing to embrace. Golden State would like to see consumers approach callas in a […]

Read More
PW_calibrachoa_holy moly1

April 17, 2015

Proven Winners Shows Off Its Newest Plant Rock Stars At…

With its wide assortment of plants, great presenters and an amazing location atop a hill at a spa/resort, Proven Winners is a can’t-miss stop during California Spring Trials. The Greenhouse Grower team first visited with Proven Winners’ nursery partner, Spring Meadow, where we got to see the new shrub introductions. Shrubs Proven Winners has two new hydrangea series. The Let’s Dance series is third generation breeding and boasts strong reblooming and a compact habit. The new mountain hydrangea, ‘Tiny Tuff Stuff,’ is another rebloomer and grows to 1.5- to 2-feet tall. Its leaves take on a purple hue when they encounter cool night temperatures. The attractive new Gem Box ilex, an ink berry holly, is suggested as a boxwood replacement for those areas being hit with boxwood blight. It grows to 2- to 4-feet tall and takes full to part sun, but cannot take full shade the way boxwoods can. Spring Meado Nursery  is […]

Read More
Asian-Vegetables-Lettue-Trio-American-Takii

April 16, 2015

American Takii’s Asian Vegetable Line Is Designed…

Unlike many of the other breeders displaying at Spring Trials, American Takii didn’t have many new introductions. But it did have a new program that has prompted many visitors to post to social media — its Asian vegetables. Takii, which is well known for its vegetable breeding, is in the process of vetting the eight to 12 vegetables it will include in the program, and it should have its list fully complete by fall 2015. It is selecting plants that will be easy to use in Asian cooking and will help it stand out from the many vegetable programs in the ornamental market. The Takii marketing team designed bright-red Chinese food takeout containers to act as plant sleeves and a small booklet with five recipes. Honey Chicken With Pak Choy looked especially tasty. Take a look at how the program looks and let us know what you think.       HilverdaKooij is a […]

Read More
HGTV HOME Plant Collection_pre-made succulent container

April 16, 2015

HGTV Incorporates Plants Into Lifestyles And Helps Cons…

When we visited Dummen’s site at Edna Valley Vineyard, the HGTV HOME Plant Collection display was teeming with excited visitors checking out the new varieties, designer mixes and concepts.

Read More
Westhoff_Crazytunia_Swiss Dancer

April 16, 2015

Allan Armitage Finds Some Surprising Intros At Floricul…

Allan Armitage visited three breeders at Spring Trials’ newest location, Floricultura. He found several plants that made Floricultura’s debut a must-stop site in 2015. Westhoff At Westhoff, plant breeding is alive and well, with many things to embrace. The petunia program is vibrant and creative, and I am particularly confident that the Crazytunia program will continue to grow. Crazytunias should fly off the shelves because of their unique colors. Westhoff also brings more standard fare to the table. The Epic series of bacopas have large flowers and should be of particular interest. ‘Epic White’ is particularly nice. And the lobelia in the Hot series has been excellent. ‘Snow White’ adds a good white to the mix. The Hot series does tolerate heat better than most lobelias and now it has a reasonable number of colors. The plant that caught my interest the most this year was ‘Lilac Cascade.’ According to Westhoff, this […]

Read More