A hazy shade of winter

Now is the time to think about ‘winter’ bedding plants. A good production schedule combined with a great marketing plan can contribute significantly to a grower’s success. And while we may not want to think about winter in the sunny summer, reviving those memories of blustery snowdrifts, ice storms, and grey days will remind us that consumers will soon be going through the icy blues and growers and retailers need to be prepared.

What’s the antidote? Colorful and tasty vegetables and herbs.

To increase sales you need to communicate the benefits of buying winter bedding plants to consumers. In some cases, consumers may wonder why they should buy a plant with a short season. Charlie Hall & Madeline Dickson (2011) reported that keeping flowers or flowering plants in the home and office helps lower stress and anxiety while boosting positive energy. Growers can play a role in helping retailers to create portable points of color, highlight the benefits of flowering plants, suggest multiple uses for the containers, and set an appealing price point for maximum sales.

Portability is another key for the early spring season. Consumers may not want to invest in a container that is too large to bring into the home on frosty evenings. They may have larger ceramic containers outside. Having portable containers can complement the larger ones.

What it comes down to is this: consumers want options. Growers can show retailers such ideas as how a color bowl may fit into the top of a taller container. Or they may suggest planting smaller pots directly in large containers. Showing how easy (and affordable) early spring color can be is important.

Whether looking at ornamentals or edibles or combinations, be sure that containers can be easily picked up and brought to a warmer location, even for a night. “Set in” containers that can be lifted from larger ceramic containers will last longer.
 

Cultivating sales

Choosing which plants to feature is crucial. Plants that tolerate cooler temperatures are ideal, but with the hot spring sales of tropicals and succulents, there may be a market for an even greater variety.

Pansies are an obvious choice for early season color. Thankfully, the plant breeders have given us a plethora of options. Cool Wave spreading pansy from Ball is striking in yellow while Berries ‘N’ Cream has a softer appeal. Popsicles is another great plant. With miniature gardens (a.k.a. fairy gardens) all the rage, some of these cultivars are ideal for tiny pots. Suggest offering them as hostess gifts for parties or weddings, individual place setting décor at an elegant event, or even as desktop accents for the worker who stares at a computer all day.

Flowering kale is another early spring top choice. Sales of edible kale are soaring, so why not take advantage of the trend and suggest some pretty kale to “feed your soul?” ‘Glamour Red’ kale, selected as an All-America Selections Winner, and the ‘Songbird’ series are worth your consideration. Some of these make great cut flowers, but customers won’t know unless they see such images and hear you suggest this as a possibility.

Dianthus can effectively complement pansies and kale, both in terms of color and adding fragrance to a container. From rich, deep reds to pale pinks, these flowers often remind us of a mother or grandmother who had them in her garden. Teach customers that the name pinks didn’t come from the flower color, but from those pinking shears (scissors that cut with a zig-zag pattern) before sewing machines gave us the zig-zag stitch. Singles and doubles, pink, red, lavender, white, and orange – there are tons of choices. Dianthus are great as cut flowers, too.

Vegetables and herbs should not be forgotten. Both are solid sellers this spring. Lettuces can handle cooler temperatures. Simply Salad (Ball) is a nice blend of greens and Boost Healing Hands Salad Mix (Burpee) is another good choice. Edible kales provide color and nutrition.

Herbs such as parsley can also bring a jump start to spring. Many people recognize this herb and know how to add it to dishes. Whether Italian flat leaf or curly, integrate it with lettuces or pansies in a mixed bowl. Cilantro is another recognizable herb that may be a good seller in some markets. Be sure to tout how plants were grown and offer organic cross-merchandising to those who might be receptive to that message.

Blur the lines between edibles and ornamentals. Growing plants so the flowers may become food might add even more appeal. Under the right growing conditions, pansies and dianthus are edible. Many consumers are unaware of this particular use and may find this appealing, though there are those who would never dream of eating flowers.
 

Promote revival

The winter of 2013-14 was long and harsh. Hopefully the winter ahead won’t be. But if it is, growers can and should play an important role in helping retailers help consumers to discover the many benefits of plants as a means by which they feel revived and rejuvenated.

Promote colors and flavors. Suggest a range of uses. Show that the modest investment will last longer than a cup of coffee or a nice dinner out. By doing what you can to tout the many benefits of plants and their features, you will help generate spring sales.

Spring can and should be a great primer to summer bedding plant sales with the right combination of plants, planning, and promotion.

Bridget Behe is a professor of horticultural marketing in the department of horticulture at Michigan State University and a frequent contributor to Greenhouse Management. She can be contacted at behe@msu.edu.

References
Hall, Charles R. and Madeline W. Dickson. 2011. Economic, Environmental, and Health/Well-Being Benefits Associated with Green Industry Products and Services: A Review. J. Environmental Horticulture 96-103.