IGC-exclusive Pennsylvania Pride Brand ready to expand to the Midwest

After eight years selling Pennsylvania Pride branded trees through independent garden centers in New England and Mid-Atlantic states, grower Eaton Farms is ready to expand the program to the Midwest.

The brand, exclusive to independent garden centers, features more than 200 selections of unique and popular trees from 7 gallons all the way up to 25 gallons. The line includes everything from flowering and shade trees to native, fruit and rare and unusual trees. The brand is supported through the website.

“When we started the branding program we talked with people about trees,” said Don Eaton, owner of Eaton Farms in Leesport, Pa. “Buying a tree for the homeowner is an emotional choice. It is just as important as every year when they select their Christmas tree.”

To make trees an appealing and easy choice, Eaton Farms offers a three-year guarantee with Pennsylvania Pride branded trees. “That takes the pain away from the price when people come into the garden center,” Eaton said.

Other incentives offered exclusively to independents in the Pennsylvania Pride lineup for 2012 include:

• An in-store rebate program for $10 a tree. In 2012 the rebate tag will be branded with the independent garden center’s name to make it look as if the rebate is coming from the retailer.

• Free Japanese maple giveaway on the brand website (PennsylvaniaPride.com). Participating garden centers will receive #1 size trees and consumers will receive a certificate to take to their local garden center for the free tree.

• Branded tags and heavy-grade Lift-eze pots. The pots are returnable to the garden center and Eaton Farms will pick them up for re-use.

• Buy online option. The Pennsylvania Pride website (PennsylvaniaPride.com) will feature a link to buy trees online, but consumers will be directed to the nearest participating independent garden center to pick up the tree. If the garden center has the tree in stock, the retailer sells the tree and sends Eaton Farms a check. Otherwise, Eaton Farms ships the inventory to the retailer, along with a check.

All website-based programs are designed to drive consumers back into the garden center for repeat visits.