A teachable moment

Joanna Gaines, co-founder of Magnolia, the wildly successful lifestyle brand and co-host of HGTV’s Fixer Upper, is an avid gardener and often included segments from her various gardens on the show. Joanna and four of her children have written a book for children ages 4-8 that highlights the lessons the Gaines family have learned in the garden.

In “We Are The Gardeners,” Joanna and the kids chronicle not only their successes, but also their failed endeavors and obstacles to overcome (like voracious rabbits). One of the take-home lessons is that trying something new isn't always easy, but the hardest work often yields the greatest reward.

She wants the readers to understand that gardening means trying, failing, trying again “and never giving up.”

"The garden has always been a place that inspires me," she says in a press release for the book, which is available for pre-order on Amazon now. "There's something about digging deep into fresh soil or watching new life burst from what was not long ago just a tiny seed that reinforces what a gift life is."

Why does this matter to a wholesale grower, a container or tag manufacturer, or anyone in the production side of the nursery business? Because Joanna Gaines is an influencer. (See the story on social media influencers on page 26.) She has 9.8 million followers on Instagram (@joannagaines), where she doesn’t just post about paint colors and proper use of shiplap, but she also introduces followers to her favorite indoor and outdoor plants.

One year ago, during the week of Jan. 29-Feb. 4, Fixer Upper captured 4.5 million viewers ranging in age from 18-49 (the future end consumer, the current end consumer and the parents of your future end consumer). Almost 5 million people watched the show’s series finale. And reruns continue to air on HGTV.

Late last year Joanna and husband Chip announced they’re launching The Magnolia Network on the Discovery channel. They haven’t revealed any show lineups, but with Joanna’s love of gardening and HGTV’s missing “G” in their lineup, I’m hopeful that plants and landscapes will be part of the mix.