Two Leading Plant Breeders Aim To Enhance Customer Experience
Two leading plant breeding companies — Danziger and Darwin Perennials — have significant changes recently that are designed to improve how they communicate with and provide value and innovation to their customers.
Danziger recently announced that it is refreshing its corporate identity with a new logo, graphic positioning, and messaging, under the slogan “Danziger. Imagine More.”
The new branding reflects Danziger’s mission to “produce extraordinary flower varieties and innovative assortments that inspire consumers and enable customers to achieve extraordinary success.”
“Our new logo and color palette give a contemporary twist to Danziger’s deep-rooted spirit of innovation, while paying homage to our 60 years of tradition and history,” says Gaby Danziger, CEO of Danziger “Dan” Flower Farm. “The new graphic language, on display in our new advertising and catalog, brings to life the intimate connection between people and our creations — inviting our customers to be extraordinary.”
The company is launching the new branding in a number of upcoming cut flower exhibitions including Agriflor in Ecuador, Produce Marketing Association Fresh Summit in Orlando, the Wholesale Flowers and Florist Suppliers Association Floral Distribution Conference in Miami, and the International Floriculture and Horticulture Trade Fair in the Netherlands.
“Our 2017 cut flower catalog, with its new people-centric design, will also be on display,” says Anat Moshes, Vice President of Cut Flower Sales. The catalog will feature new crops including Craspedia, Veronica, Kalanchoe, Ornithogalum, and more, as well as new varieties of Gypsophila, Chrysanthemums, Limonium, Solidago, Scabiosa, and more.
Updated Website For Darwin Perennials Is Mobile Friendly With Enhanced Navigation
Darwin Perennials has updated its website with a fresh, new design that is mobile-friendly and streamlined to meet the needs of its nursery and greenhouse customers. The site offers easy navigation and access to important plant and culture information. Visitors can browse Darwin Perennials’ assortment of products, view the latest catalogs and literature, read the company blog, and watch videos showcasing what’s new.
“Darwin Perennials has always been a fan of ‘uncomplicating’ perennials, so our new website follows that model,” says Mike Klopmeyer, General Manager for Darwin Perennials. “It’s much easier to navigate so growers and suppliers can find what they need quickly. Having an online space to share news, trials reports, award-winning products, and more will further connect us to the perennial industry and meet our customers’ needs.”
Key features of the new Darwin Perennials website include:
• A microsite for Rhythmix mixed container combos
• Downloadable bench cards tool
• Ask The Experts page for answers from the Darwin team
• Where To Buy list of Unrooted & Liner sources, plus regional suppliers
Visitors are encouraged to check back often for weekly blog updates and news on key perennial events, like the annual Darwin Perennials Day (the next one will take place June 21, 2017). More tools and enhancements are also in the works.