Silver Vase is to the Mystiques as Plainview Growers is to Colorfuze Orchids.
That’s right: The New Jersey grower is also producing three orchid varieties with the dye-infusion technique. Plainview’s dye-infused orchids, known as Colorfuze, are ‘Blue Diamond,’ ‘Purple Fusion’ and ‘Lavender Mist.’
Silver Vase made the big splash when it launched the Mystiques – Blue, Purple and Lavender – at last year’s Tropical Plant Industry Exhibition (TPIE). But Plainview launched its line last year, as well, and is licensed to use the dye technique by the same company as Silver Vase.
“There will be times we run into [Silver Vase] but there’s plenty of opportunity,” says Arie Van Vugt, Plainview’s president. “This is a big country. Keeping the dye-infused orchids at a minimum of two producers in the U.S. allows us to be able to maintain a price. It’s really a $29.99 product. If you go over $29.99, you may start losing sales.”
Plainview’s experience with its Colorfuze orchids has been similar to Silver Vase’s in some ways. One similarity between the two is that both growers realized sometime after launch that consumers should be told the orchids don’t keep their color if they rebloom.
“Originally, we never said on tags that these were infused orchid,” says Tom Van Vugt, Plainview’s vice president of sales. “We received two or three phone calls from consumers complaining. So we’ve put a message on the back of our tags that indicates it’s a dyed orchid and it reblooms white.”
‘Blue Diamond’ and ‘Lavender Mist’ both rebloom white. ‘Purple Fusion’ is created with a variety that’s originally purple.
“I do think it needs to be spelled out to the consumer (that it reblooms differently),” Arie says. “At least it’s there as a disclaimer now. But believe me, maybe 1 percent of consumers will get it back flowering anyway.”
Although Colorfuze is relatively new to Plainview, orchids have been part of Plainview’s assortment for about four years. Pure Beauty Orchids is Plainview’s established line, and Colorfuze is grouped into the Pure Beauty Orchids brand.
“We’re used to your standard baskets, flats, mums and poinsettias,” Tom says. “We’re producing plugs and liners, as well, but compared to those (items), the orchids put us into a totally different industry. Going from regular annuals to Phalaenopsis was a big deal. To get this involved with (dye infused orchids) is also a big deal.”
Learn more about Plainview Growers, Pure Beauty Orchids and Colorfuze Orchids at PlainviewGrowers.com.