Potted Plants -
keeping a leg up on competition
|
Photo courtesy of
Yoder Brothers |
Now that planters are taking the
greenhouse industry by storm, partly because of the
maintenance-free gardening demand, just how does a
grower keep one leg up on the competition?
“The potted plant industry is
a huge market. Because ‘potted plants’ are such a
generalization, any plant placed in a container that
is used either indoors or outdoors, growers can be
creative with,” said Bill Aulenbach, Yoder Brothers.
“They can have a personal prototype for a
competitive edge.”
Growers are finding new ways
to present themselves and their product. According
to Loek Koene, NG Heimos Greenhouses, Inc., you need
to be constantly searching for new varieties, new
colors, and renew products in order to stay on top.
“Things we haven’t traditionally
thought of as a pot crop may now become a pot crop.
An example would be a plant such as perennial items
and mini-roses. Mini-roses have long been used as an
indoor crop but also out in the garden,” said Duane
Sinning, Ernst Benary of America, Inc. “This helps
growers differentiate themselves from other
competitors.”
Chris Kelleher, Yoder Brothers,
agreed in saying that older products are making
their way back into the market.
“Old is new again,” she said, “to
maximize profits, breeding companies are marketing
these new varieties and product forms differently to
create excitement.”
Within these new products and
innovated forms, is another competitive playing card
- color. This year, Koene said, is for brighter
colors and eye-catching products. “Colors are deeper
and more showy,” he added.
As proven at some of the latest tradeshows, the
displays attracting people are the ones with unique
and intense shades.
“It created a huge buzz (at recent
tradeshows),” said Karen Kawczynski, Greenheart
Farms. “People wanted to know what the colorful
flowers were.”
The new hues are creating
excitement in the industry, and according to
Kelleher, providing the opportunity to sell these
new products at a higher price point.
“Consumers are willing to pay
more,” said Kelleher, “as ‘unique’ is perceived to
have more value.”
A unique breed along with a good
marketing program to support it is a great technique
to stay on top in a cluttered market, full of new
ideas.
According to Sinning, companies
should also try and find a few smaller niche items
to produce while using supplemental plants, keeping
an edge up on the market and once again to stay
separated from other greenhouses.
Excitement isn’t only stirring in
the field, but the workplace too. Product
appearance, in all aspects, has an effect on most
people, whether they are consumers or employees,
growers or hobby gardeners. The new innovative
products and colors are leaving employees wanting
more as well.
“They began to notice the new
colors being landscaped around the workplace, and
asked when more would be done,” said Kawczynski.
This in return, she added, could
help with service. If the employees are in a
positive mood, it could drive them to achieve even
more business goals.
On a downside, the cost of
transporting the plants is going to rise as long as
the cost of fuel continues to rise. This trend, seen
in markets across the board, is causing many
adjustments in business operations.
“Because of this, plants with
shorter crop times and crops that can be produced in
cooler greenhouses will be popular choices among
growers this season,” said Sinning.
“From a grower perspective,”
Kelleher added, “this can affect plant quality and
may influence which crops or varieties are
produced.”
According to Koene, the
adjustments are challenging for the industry, “but
all you can do is keep communicating with your
buyers to meet wishes and expectations, and keep up
with the competition.” |
