Keeping new customers

Photo courtesy of PDSI

In the years following the pandemic-induced gardening craze, the repeated question has been, “will new gardeners keep up the habit?”… or to translate, “will the increased sales continue?”

Though spring 2023 sales remained encouraging, Plant Development Services is committed to delivering increased profits to its partners through reliable and repeatable efforts.

“We were thrilled to see the huge amounts of new gardeners in the market and the sales increases that accompanied them, but we’re focused on efforts that deliver repeatable success year after year,” says Kevin Northrop, Vice President, Plant Development Services, Inc.

“These efforts include comprehensive and strategic consumer marketing programs for our brands that give us visibility through measurable results. We focus on flexible grower partnerships that support wholesale growers, and they deliver on growing our innovative new plant introductions that address consumer needs.”

The results of these efforts are increased profits and performance at retail, says Plant Development Services grower partner Flowerwood Nursery. “Partnering with PDSI enables us to deliver high quality plants and branded merchandising materials to our retail partners. The result is high performing plants and a profitable model that increases our retail customers’ satisfaction with our company, too. It’s a win-win for us and for consumers,” says Ellis Ollinger, CEO, Flowerwood Nursery.

One of PDSI’s successful approaches to new plant development is to introduce improved versions of plant varieties that consumers love and trust. These plants are selected to solve landscape challenges and to have a high impact on the marketplace. Media brands like Southern Living® and Sunset®, and PDSI developed brands like Encore Azalea, have high consumer trust and familiarity, which facilitates an extensive market reach for those Plant Collections across the country.

“We are looking for plants with recognizable trait improvements that make growing them easier and more profitable for nurseries across the U.S., improving their bottom line. An example of this is one of our newest grower favorites, Ilex Red Sky, bred by Georgia plant breeder Dr. John Ruter,” says Corrina Murray, Director of Marketing, PDSI. “This vertical growing, narrow Ilex variety meets a specific need for consumers, and its new red growth is a visual improvement on the bestselling Sky Pencil Holly… it’s an easy-to-grow pick for beginners and seasoned landscape pros alike.”

“We also invest heavily in liner production to give our growers a strong production start and provide the resources and services necessary to ensure these new plant introductions are a success in the marketplace, so when they hit the shelves, customers are ready and waiting to take them home,” says Northrop. “Each plant is the result of evaluations and research, and we pride ourselves on working with the top teams to ensure growers see a profit year after year.”

Everde Growers, a network grower partner, attests that its nationwide growing operations have thrived through its collaboration with PDSI. “Leveraging the confidence in Everde Growers’ production capabilities, coupled with PDSI’s innovative approach and strategic partnership, has resulted in substantial growth of retail presence for Sunset, Southern Living, and Encore plants,” says Tom Foley, Everde’s Director of Product Development.

As climate trends continually evolve, PDSI has demonstrated its commitment to staying ahead of the curve through strategic plant introductions. By introducing water-wise plant varieties, the Sunset Plant Collection has become a beacon of trust for consumers seeking vibrant gardens with reduced water consumption.

Foley emphasizes the pivotal role PDSI plays in their success story. He explains, “PDSI’s forward-thinking approach and dedication to adapting to changing climate have been instrumental. Our loyal Sunset Plant Collection consumers trust in the sustainability of our offerings, enabling us to create colorful and resilient gardens with minimal water usage.”

Another PDSI brand generating “buzz” is the new Butterfly Candy™ Buddleia. The collection offers homeowners the best of buddleias — pollinator magnets, rich color, bright blossoms, and season-long color — without having to worry about pruning or cool temps. It comes in five unique colors, all with compact habits and proliferous blooms from spring to fall. Hardy to Zones 5-10, they excel across the U.S.

Boxwood continues to be one of the — and in many years, the number one — best-selling ornamental plant categories in the U.S. and the world. Since the discovery of boxwood blight, this important genus has been at risk, but Flemish breeder, Didier Hermans, knew that a solution was possible through science. He spent years and countless trials working with a dedicated team of researchers to introduce the first collection of boxwood scientifically bred for their ability to resist boxwood blight. This new collection of four varieties will arrive at U.S. retail stores in 2024 as Better Boxwood — through a partnership with Everde Growers and PDSI.

“This collection of blight and disease resistant Better Boxwood varieties is the perfect example of our process to increase grower profits. We’re debuting an improvement on a beloved traditional plant type, helping stop the spread of blight to American gardens, and we’re backing that introduction with impactful consumer marketing,” says Northrop.

For more: plantdevelopment.com