Vaughn Fletcher Brings Marketing Experience To Consulting Role At Suntory Flowers

vaughn-fletcher-suntory
Vaughn Fletcher

Suntory Flowers has added Vaughn Fletcher to its sales and marketing team in North America. Fletcher, who recently retired from his sales and management roles at McHutchison Horticultural Distributors, will be working as a consultant supporting Suntory’s sales and marketing strategies.

Fletcher’s career began in growing, retailing, and landscaping businesses. For the last 30 years, he has served the floriculture industry as a broker sales representative, most of that time with McHutchison. He has built a reputation for his plant expertise, sharing his knowledge and mentoring others.

“We’re very excited to have Vaughn on our team,” says Delilah Onofrey, License Manager, Suntory Flowers. “The insight and credibility he brings along with personal relationships are valuable. He has so much energy, you’d never know he just retired. We look forward to building business together.”

“I have promoted and sold Suntory genetics for many years,” Fletcher says. “The breeding and plant performance is second to none, and I look forward to doing my part to support the organization.”

Greenhouse Grower recently caught up with Fletcher and asked him about what he’s seeing in the market currently, and how he’ll use this new role to help growers move their businesses forward.

Greenhouse Grower (GG): How did your previous experience prepare you for this new role?

Vaughn Fletcher: I have been a horticultural sales rep and regional sales manager for 30 years and have represented and promoted many breeder varieties, including Suntory. I have traveled with sales representatives from Texas to Minnesota to discuss programs and genetics that have applications in their respective territories.

In addition, I have traveled to summer trial sites for many years to evaluate new varieties and present this information to our sales staff and customers. There is an incredible number of varieties on the market, and more selections are introduced each spring. The objective information I present adds creditability and value to the selling process.

GG: What are the some of the biggest issues or concerns you’ve heard from the growers you work with, and how do you plan to help them deal with these issues?

Fletcher: I can only answer this from the genetics side of the business. All growers are asking about specific varieties that will work for their programs, whether it be wholesale or retail production. Every customer has different needs and their market is different based on location and demographics. My goal is to promote the varieties that will perform in production and ultimately provide summer performance for the consumer.

GG: What are the biggest challenges this industry is currently facing? Conversely, what are some of the biggest opportunities on the horizon?

Fletcher:
Independent retailers: There is competition from the box stores. Consumers have a limited amount of discretionary income and there are many options for spending their time and money. This competitive environment requires exceptional vision, production efficiencies, great customer service, a well thought-out marketing program, and last but not least, plant quality that is unmatched in their respective markets.
Education: There must be continual promotion of the many benefits and values of plants in people’s daily environment.
Labor: There is a shortage of dedicated and responsible individuals to perform the many physical jobs required in our industry. To address this problem, all growers are implementing many forms of labor-saving technology to increase productivity with fewer people.

As I stated above, we are competing with so many recreational activities for our time and money. Discretionary income is limited so we must continue to highlight the beauty and emotional benefits of the plant world.

We will continue to sell plants. People want to be connected to the natural world, but the question is, who will fill this need? That is best answered by the topics I mentioned earlier.

GG: Looking ahead, what role can you play in moving this industry forward?

Fletcher: My role is to evaluate, select, and promote the best plants that benefit and perform for consumers in their respective regions. We want our customers to be successful every year so they have a positive experience which translates into increased sales.

GG: If you weren’t in this profession, what would you be doing?

Fletcher: Tour guide for Outside Magazine!

Topics:

Leave a Reply

One comment on “Vaughn Fletcher Brings Marketing Experience To Consulting Role At Suntory Flowers

  1. You have acquired pure Gold ! Vaughn photographed trials from all over the country. Then once a year, right at booking time for the next growing season, he gathered his growers and garden centers together to show us a rapid presentation of these trials. You could view a new cultivar at 3 different locations in full bloom-and then the real kicker-he followed up and you would view a photo of the cultivar in the heat of Aug. or Sept. I always knew what genetics were going to perform at my greenhouse. And of course season long success for my customers, that continue to return year after year,for these top performing varieties.He is dedicated to the industry. (making sure he was leaving a sales rep in his place when he retired that is equal to the task!)Vaughn knows good genetics,marketing and sales. We have been honored to have him as a sales rep. and are excited about his new “retirement” position-bringing all of us more of the best with even more Suntory genetics.
    The Garden Cart

More From Varieties...
Millet-Copper-Prince

November 20, 2017

2017 Colorado State University Field Trial Results

Check out the 2017 field trial results for Colorado State University in Fort Collins, CO.

Read More
Achillea-Ritzy-Ruby

November 19, 2017

2017 Green Leaf Plants Field Trials Results

Check out the 2017 field trials results for Green Leaf Plants in Lancaster, PA.

Read More
Ball-Bed-with-Midnight-Snack-tomato_Cornell

November 18, 2017

2017 Cornell University Field Trials Results

Check out the 2017 field trials results for Cornell University in Ithaca, NY.

Read More
Latest Stories
Millet-Copper-Prince

November 20, 2017

2017 Colorado State University Field Trial Results

Check out the 2017 field trial results for Colorado State University in Fort Collins, CO.

Read More
Achillea-Ritzy-Ruby

November 19, 2017

2017 Green Leaf Plants Field Trials Results

Check out the 2017 field trials results for Green Leaf Plants in Lancaster, PA.

Read More
Ball-Bed-with-Midnight-Snack-tomato_Cornell

November 18, 2017

2017 Cornell University Field Trials Results

Check out the 2017 field trials results for Cornell University in Ithaca, NY.

Read More
Pepper Cayenne ‘Red Ember’ (Johnny’s Selected Seeds)

November 17, 2017

Presenting All-America Selections’ Latest Round of Awar…

All-America Selections has announced the latest round of its award-winning varieties, each of which was trialed throughout North America by professional, independent, volunteer judges.

Read More
Eason-New-Calibrachoa-Hi-Graft

November 14, 2017

Eason Horticultural Resources Introduces New Decorative…

Created by Hishtil Nursery in Israel, the new decorative forms of calibrachoa feature an 8- to 12-inch stem and come in four colors of calibrachoa blooms on top.

Read More
Pennisetum glaucum 'Copper Prince'

November 13, 2017

Top Performing Plant Varieties from 2017 Field Trials

See some of plant varieties that made top performer lists in 2017 field trials across the country.

Read More
Sakata-Trial-at-Clemson-1

November 10, 2017

A Quick Look at Sakata’s Clemson Landscape Trial

For the first time, Sakata Ornamentals hosted a 2017 Southern Garden Tour trial stop at Clemson University.

Read More

November 8, 2017

2017 Metrolina Greenhouses Field Trial Results

Check out the 2017 field trial results for Metrolina Greenhouses in Huntersville, NC.

Read More
Youngs-Plant-Farm-Themed-Plant-Beds

November 8, 2017

How Young’s Plant Farm Uses Its Trial Gardens to …

The purpose of the trial gardens is to ensure that Young’s is consistently bringing the right product to the marketplace, so consumers will continue to be successful.

Read More

November 7, 2017

Update: Dümmen Orange Acquires McHutchison and Vaughan’…

The move further expands Dümmen’s Orange’s grower reach in North America. McHutchison and Vaughan’s Horticulture will continue to provide full-service offerings to grower customers.

Read More
Metrolina-Home-Garden-Panel-feature

November 6, 2017

Metrolina Shows Off Its Summer Best During Southern Gar…

This summer’s Southern grower trials experienced unseasonably cool weather, but the plants still thrived. Consumer panels topped off the week, providing valuable insight for suppliers, growers, and their retail customers.

Read More
Ball Ingenuity Catalog

November 3, 2017

Ball Seed Releases New Mums, Ball Ingenuity Catalogs

The mum catalog features a new format that organizes mums by color, while the Ball Ingenuity Catalog focuses on marketing opportunities.

Read More

October 29, 2017

Green Leaf Plants New Catalog is Now Available

The new catalog for 2017 and 2018 includes 800 varieties in eight cell sizes, including vernalized.

Read More
Allan Armitage San Marzano tomato plant feature

October 26, 2017

Allan Armitage: Why Simplicity Rules for Younger Homeow…

Most starter gardeners are not looking to buy the ingredients to make a combination planter or basket. They want it made for them — no muss, no fuss.

Read More
Suntory Blue Rose Applause

October 21, 2017

Suntory’s Blue Rose ‘Applause’ Now Available to U.S. Fl…

‘Applause’ was originally introduced to the U.S. in 2011, and since then it was been successfully tested and selected to meet new market conditions.

Read More

October 17, 2017

14 New Shrubs With Fringe Benefits

What’s popular with shrubs? Consumers want varieties that will give them more return on their investment, in terms of long-lasting blooms and multi-season appeal that lasts from spring until fall and at times stretches into the winter months. Here are 14 new varieties of shrubs and sub-shrubs to consider for your product mix in 2018.

Read More

October 14, 2017

PlantPeddler Hosting Poinsettia Variety Day in December

The event will feature side-by-side comparisons of more than 100 commercial and pre-released varieties from seven breeders.

Read More

October 10, 2017

Coastal Callas Is a Dream Fulfilled for Founder Adrian …

Adrian Espinoza and his family founded Rancho Espinoza Inc. and Coastal Callas in California seven years ago with a mission and purpose to provide consistent quality and reliable supply of calla lilies to the marketplace.

Read More