Repurpose, renew and repackage

As in any industry, what’s old in gardening is often new again. It’s not always about reinventing the wheel, but rather reinventing how we package and sell it. As customer’s needs, wants and lifestyles evolve, so should how we present our products to them.
 

Succulents are the new home accent piece

It’s important to take a close look at how customers are actually using the plants we’re trying to sell them. We not only need to pay attention to current home trends, but also help drive them. When it comes to succulents it’s pretty clear that customers aren’t so much gardening with them anymore; instead, they’re decorating with them.

The plant “decorating” trend seems to have gotten a lot of plant folks in the industry a bit down in the dumps. As plant geeks, we want our customers to love our plants as much as we do. But let’s be honest: Most of our customers don’t care about specific plant information. They care about how the plant looks and what function it will serve for them. Why not use this trend to our advantage instead of letting it discourage us? Succulents are the perfect decorator’s plant and there are thousands of ways to use them. That means there’s a real opportunity for growers to customize packaging to fit a variety of home and event décor projects.
 

Easy to handle

I came across my favorite new succulent retail packaging at TNLA (Texas Nursery & Landscape Expo) this past summer. You’re probably familiar with the PW Savvy Succulents line and the mix and mingle trays of assorted succulents that can be purchased as plugs or finished material. A newer packaging option this year includes what they call their 306 Pack: A six-pack of assorted succulents complete with a printed handle, with which to carry the pack, and a large informative tag. The handle describes the succulents as “Living Décor” and the color tag comes complete with a planting design diagram to “plant your own dish garden.” It’s simple yet a great grab-and-go option for a customer working on a decorating project. Retailers should love this option as it helps take the guesswork out of plant selection for the customer and helps sell a more complete project.

I find my own positive reaction to the succulent six-pack interesting, considering I typically won’t touch an annual six-pack with a 10-foot pole. But the size and packaging just makes sense for succulents being used to create indoor or tabletop décor. The 306 Pack offers up the perfect sized succulents for tucking into a terrarium, wall planter or assorted small decorative pots. The handle makes the decision to purchase and transport the plants much easier and safer.

Personally, I’d have updated the copywriting on this packaging, ditching the term “dish garden” as it’s a bit dated. I’d instead replace it with something more contemporary such as “living centerpiece.” Ask anyone under 40 if they’re planting a dish garden and you’ll probably get a funny look. Customize tags to show the customer how to use the plants in centerpieces, vertical gardens, living walls, terrariums and hanging planters and you’ll really capture their attention.

Another grab-and-go packaging option I recently came across was individual 2- and 3-inch succulents that each had their own pot handle. If you’ve ever tried shopping these tiny and tender plants, you’ll know it’s easy to try and grab a handful of them only to drop one or two or bruise the leaves by the time you realize you need a plant tray. The handles also make it easier to grab the pricklier specimens without leaving with a handful of needles.
 

Consumers say “I do” to succulents

If you’ve been keeping up with current succulent trends then you’ll know they are the hottest wedding decoration, be it table centerpieces, favors and even bouquets. Mountain Crest Gardens has an entire section of their website devoted to selling succulents that make good wedding decorations. Cactus Limon sells succulents potted into glass candle holders wrapped in burlap, which make them instant wedding favors. Say I Do Succulents sells succulents in tiny metal buckets perfect for events and tabletop decoration. All of these options also play into the “tiny gardening” trend. Take a quick spin on Pinterest or Etsy and you’ll be inundated with wedding decorations made with succulents.

In fact, it’s not only weddings. Just about any kind of party or event is a great opportunity to decorate gift using succulents. So why aren’t growers packaging succulents for retail customers this way? 6-packs or 12-packs of mini-succulents with labeling that instructs customers on how to use as party centerpieces or favors could drive sales.
 

Shaking things up on the East Coast

Recently I spoke with Lloyd Traven of Peace Tree Farm in Pennsylvania, where they’re looking to create a paradigm shift in how they grow, package and sell succulents. In line with the plant decorator trend, they’re focusing on innovating packaging as the driver for new sales opportunities. “Development is underway as we speak for a ‘grab-and-go’ retail package, biodegradable yet water resistant to be attractive in the store, that will encourage sales of multiple units at one time. Beautiful graphics will make this a full retail gift option, a very European model for frequent purchases in multiple retail venues, including specialty food and giftware as well as independent garden centers” says Traven. By combining looks, ease of purchase and sustainability they’re aiming to differentiate for the discerning decorator.

Going beyond offering the now common mixed trays of succulents, Peace Tree is also locking down deals to grow kits and finished product for vertical succulent gardens. “We are working with a huge online retail company developing a long-term, stable, and attractive wall unit that can be sold either finished or in kit form. The same package can be used for herbs as well as foliage,” Traven says. Vertical gardening is trendy, but how successful are most home gardeners at executing it themselves from scratch? When customers fail, they get discouraged. By offering up wall units complete with plants, you’re investing in success and future return sales.

Ultimately, convenience and easing the purchasing decision making process is really what we’re talking about here with packaging for succulents. I love the assorted flats of succulents that have become popular, but think we need to take the packaging a step further. Choosing between the multitudes of varieties presented in mixed succulent flats can prove too burdensome a task for the uneducated plant decorator. By packing them together in smaller assortments of varieties that can be successfully planted together in a terrarium, or work well together as decorative features based on foliage color, makes them easier to buy.