Restoring the landscape, one backyard at a time

Concerns about water conservation and wildlife preservation are driving a growing demand for native plants. In the 1980s, restoration ecology emerged as both a formal scientific field and a layman’s movement that spurred the need for access to native plant species. Researchers were looking to return cultivated spaces back to their “natural” plant habitat. Landscape designers and homeowners were trying to be a bit more earth conscious.

For the urban dweller, the ecological application of landscape restoration has since evolved into what is commonly referred to as “habitat gardening.” But I suggest we could take it a step further with the term backyard restoration. Considering that urban life is getting denser, and human activity has fragmented a majority of the planet’s wilderness areas, tackling restoration one backyard at a time seems a necessary approach. In line with the plants-with-a-purpose trend, many of today’s customers expect the plants they buy to be both useful to local wildlife and low maintenance.
 

Define native

The term “native plant” has different meanings for people in different segments of the market. Scientifically speaking, a native plant species is one that occurs naturally in a particular region or habitat and was present prior to European settlement. Some growers of native plants adhere strictly to this definition; others may use the term “native” to describe any plant that occurs naturally in their state. However, the reality is that even if a plant is native to your state, it may not be appropriate to your specific local area or habitat.

The retail customer often expresses an even looser interpretation of the term native plant. To them, native may simply mean low-maintenance: Plants that can take the weather extremes in their area and don’t require much (if any) supplemental water, fertilization or chemical treatments. Retail customers also expect these low-maintenance plants to look attractive in their landscapes. Because it can often be difficult to meet all of these expectations with the available native plants, these customers are most often redirected to “adapted plants” at the garden center.
 

Biodiversity

Biodiversity is a concept that is slowly but surely making its way into the urban landscape and customer consciousness. Biodiversity is key to successful backyard restoration. Basically, the more diverse the plant life in a landscape, the more useful it is to a larger cross section of birds, pollinators, insects and other wildlife. While lawns still certainly provide many benefits in the urban environment, and are of course a better alternative to concrete, many homeowners are looking to reduce monoculture lawn space with adapted and native plants. Landscapers and gardening customers are beginning to learn that monocultures can require too much maintenance and be detrimental to wildlife and ecosystems.
 

Nativars

If you’ve grown native plants, or sold them at retail, then you know the challenges involved. Not all native plants respond well to cultivation; they don’t all show well in a retail container and can often fail to meet customer’s expectation when it comes to appearance in the landscape. Hence, the need for appropriate alternatives.

There is a consistent push within the industry to move the conversation away from natives and towards adapted plants and appropriate cultivars of native plants; we’ll call them “nativars.” However, nativars don’t necessarily contribute to wildlife support in the same way their parent species do. Because they’re reproduced vegetatively, they’re also not contributing to biodiversity in terms of reproduction and genetic diversity.

While retail customers are often happy to settle for adapted plants or nativars, they are learning that in order for plants to be most useful for wildlife, it’s best if they’re native to the local habitat and contribute to biodiversity. So the challenge to growers becomes offering an array of locally native plants that are attractive in the container and the landscape, are low maintenance and support wildlife. That’s no small order, but the challenge does offer a niche sales opportunity.
 

Lose the formalities

For some, it’s less about where the plant species comes from and more about the natural look. When it comes to landscape design, less-formal spaces are becoming the dominant trend. Spaces that were once crafted with formal rows of shrubbery and highly manicured lawns are being traded for a more natural feel. Ornamental grasses and native wildflowers are taking the place of high-maintenance specimens. So it’s not just home gardeners that are seeking out locally grown native plant material. Landscape architects, designers and contractors are incorporating such plants in their work and need to source the plant material.
 

Native invaders

While using native plants in the landscape is considered a sustainable practice that’s beneficial for wildlife, not all natives are equal. Some are such successful competitors that they become downright invasive. Common milkweed, Asclepias syriaca, is a good example: Common milkweed is an important plant in support of the endangered monarch butterfly. However, it’s also considered a garden thug and can quickly take over small spaces. There are more than 100 different species of Asclepias to choose from; some will be appropriate for your local habitat and some won’t.

Take caution when selecting native species for production, as you’ll want to make sure they are non-invasive and beneficial for your sales region.
 

Bee specific

The best way to market your natives is to shout loudly about their benefits to wildlife. And be specific. Up until recently, attracting butterflies and birds was tops of the priority list for many home gardeners interested in habitat gardening. Rarely would you promote the fact that your plants attracted bees because it might scare customers away. Not so these days. If your native plants offerings are good pollen or nectar plants for honey bees and solitary bees that’s your number-one selling tool. Pollinator health is commanding much of the consumer consciousness at the moment and most people want to know that the plants they buy will feed the bees.

Next on the popularity list will be plants that offer food and shelter to birds, butterflies and other pollinators. Be sure to promote which of your plants act specifically as host plants or food plants for butterflies. Up and coming are plants that provide food and shelter to larger wildlife, from lizards to deer. Yes, some customers actually do want to feed the rabbits in their garden.

You may already have many plants, native or adapted, with such characteristics in your offerings; but you’ve not yet modernized your marketing to reflect current customer priorities. Consider updating your availability lists, catalogs and plant tags to highlight specific wildlife benefits. Make it easier for your retail outlets to buy for backyard restoration projects and they’ll boost sales in this category.