Going native

Native plants are increasingly seen as necessary cogs in the ecological wheel that promote clean water, ensure wildlife habitat, and provide a food source for animals. They’re also seen as a sustainable way to grow plants in a landscape because native plants need less water than domesticated bedding plants and require virtually no chemical inputs.

Greenhouse growers can diversify their product offering by growing native plants to meet this growing demand. Those growing perennial flowers already have some of the knowledge needed to be successful at this endeavor. However, there is much more the growers need to learn before entering this sophisticated market.

In some areas of the country the use of native plants as a buffer along shorelines is mandated by local ordinances because of the plants’ ability to mitigate storm water runoff. Native plants are also used for various restoration projects. Home owners use them to establish no-mow meadows, to attract pollinating insects, and to provide food and habitat for butterflies and birds. Finally, landscape architects seeking to meet LEED requirements for municipal and other projects include native plants in their design plans.

“Natives have the perception of being tough and durable and easily adapted to their climate. They are often problem solvers,” says Steve Castorani, CEO and president of North Creek Nurseries in Landenberg, Pa.
 

What growers need to learn

Growers who want to be successful at growing native plants require an understanding of genotype (the specific origin of the seed), native seed propagation, which is a little different than propagating seed that has been primed, and also how the plants are used.

“I would strongly suggest that anyone wanting to get into native plants spend some time learning ecology,” says Bill Carter, president of Prairie Moon Nursery in Winona, Minn. “I make it a point to study most of the species we sell in their natural setting.”

There is some debate over what is a true native plant. Genotype is one of the buzz words in this niche market. For example, a Black-eyed Susan (Rudbeckia hirta) from Maine isn’t seen as the same genotype as one from Florida. Prairie Moon collects seed from a 200-mile radius of its nursery and sells primarily to people in the Midwest region.

Can traditional growers add native plants to their mix of offerings?

“Absolutely,” says Castorani. “It happens all the time and maybe without the grower even knowing they are growing a native plant.” He says it has to do with learning about the market segment you’re selling to. “Most greenhouse growers’ products are retail focused,” he adds. “Moving into the ecological market requires specialization.”

While cultivars may have the qualities of a native plant, i.e., adaptability to a specific region, mixing cultivars in with true native plants may not be advisable and could even lead to confusion for the consumer.

“Potential growers should avoid cultivars,” says Carter. “In the long run they are not what your customers will be looking for. With native plants we appreciate and strive for genetic diversity and cultivars by definition are not diverse.”

Knowledge is the key in this niche market. “Be knowledgeable about the native plants and how to take care of them,” advises Jason Fritz, nursery sales manager at Cardno JFNew in Walkerton, Ind. “Most native plants aren’t going to be real showy in the stores; they don’t have the long bloom time. The grower will have to work hard to sell them. People who are not aware of native plants have to be educated.”

Still, growing native plants isn’t for everyone. Seed stock can be difficult to obtain and germination times and methods vary widely between species. For instance, while monarda may only take a month of stratification in a moist medium, blue cohosh can take years.

“I have spoken to some commercial growers and they have really shied away from this when they found out what was involved,” says Carter. “Perhaps they are used to following a formula to grow some of the more common plants and I don’t think that formula has been developed with a lot of natives.”
 

What consumers need to know

Unlike many of the flashy cultivars that pretty much sell themselves on looks, native plants need someone to speak on their behalf. They’re not grown so much for their showy side – though they are pretty to look at – but more for what they can do for the environment: the butterflies, pollinating insects, and water quality. It shouldn’t be a tough sell given the increased awareness of the loss of pollinating insects, monarch butterflies, and of course our diminishing water supplies.

“People want to do the right thing. Growers can help consumers understand they can effect change and help out just by planting the right plant,” says Castorani.

Books abound that will help consumers, as well as growers, understand the importance of native plants. That understanding also helps drive demand. One such book is Doug Tallamy’s book, Bringing Nature Home, which clearly explains the ties between native plants and bird populations. The book explains how birds need specific insects to survive, insects that need native plants for feed and habitat.
 

Growers meeting demand for native plants

There are several growers across the country that are meeting the increased demand for native plants. Many of these nurseries and greenhouse operations started small and got much larger as they strove to meet demand for their product.

Cardno JFNew is a good example. They started out as installers, i.e., landscapers using native plants in restoration projects and other installations. It was the need for their own seed and plant stock that got them into the business of propagating wildflowers.

“Our nursery was a spinoff of the installation site,” says Fritz. “We teamed with another landscaping company, and really that’s what helped us. We had a steady hum for our projects.”

Prairie Moon Nursery operates from a slightly different model than Cardno JFNew. While Cardno JFNew supplies seeds and plants for large restoration projects and regulatory work, Prairie Moon sells seed to homeowners via mail order. The company has seen steady growth every year since their inception in 1982, according to Carter. Prairie Moon now employs 25 people and their catalogs go out to 120,000 households.

“We still consider ourselves a niche market,” says Carter.
 

Marketing native plants

The business of growing and selling native plants comes down to knowing your market and what consumers want, whether those consumers be gardeners looking to see butterflies flitting about, or government agencies looking for plants for a wetland habitat restoration project.

“Make the right selections, for your consumers want and do a lot of market research,” says Castorani. “It may take a while to understand the market. They need to do a lot of research if they plan on going into the ecosystem service side of the market. If they sell through traditional channels they just need to have a nice product mix and work on a successful marketing plan.”

In this market, making a profit requires careful planning and a good marketing plan, according to Castorani. “Quality grown, good looking plants sell themselves,” he asserts. “Understanding your customer’s needs is also important. You have to decide what part of the market you want to play in—retail versus landscape contracting/restoration. They are two distinct segments that have different players and a different focus.”

Native plants offer growers a chance to expand their offerings and potentially improve the ecosystem around them.

“In the long run,” says Carter, ” you want to do good for a purpose.”

Neil Moran is a horticulturist and freelance writer based in Sault Ste. Marie, Mich.

For native plants by region: http://www.plantnative.org/index.htm

Resource for more information on using native plants: http://goo.gl/EAXyOp

For more about using native plants in the landscape and propagation: North Country Gardening with Wildflowers: A Guide to Growing and Enjoying Native Plants in the Upper Great Lakes Region, by Neil Moran.