big grower Diversifi cation was important, but differentiation is essen-
tial. To be competitive in the marketplace, Wenke had to meet the industry standard and keep aiming higher.
Controlled Chaos Wenke Greenhouses is split into three divisions: young
plants, fi nished product and retail. Being involved in these dif- ferent areas gives them a unique perspective on the industry as a whole. Their customer base is focused on independent garden centers and landscapers, national chains through the Kalamazoo Flower Group network, other growers and lastly to consumers at their own retail garden center. “What really makes this company unique,” shares Dennis,
“is the fact that we have so many independent garden center customers.” The diversity in their production would make some large growers squirm, he adds, but Wenke’s ability to service independents separates them from other growers their size. They are able to service a small independent garden center customer who buys $5,000 worth of product annually, but they can also service another customer who buys close to $3 million each year. No matter the customer, Wenke’s goal is to create a one-
to-one relationship with each buyer. “Part of our success is that we try to listen to what they say,” says Andy. “Is there something new that they’re looking for? Whether it’s a new product or a new way of doing business.” He says it can be controlled chaos, especially in the spring.
But they’re able to control it better than most, with accurate and timely information fl ow. “The young plant side of the company has to have a very
broad selection of plants,” Lisa explains. “And so we go to the California Pack Trials and look at the new varieties… We talk with the breeding companies; the young plant side is going to have at least 10 times more varieties as our fi nished side will have.” The consolidation of some of the breeders has defi nitely
had an impact on production selection within all the divi- sions because they’re narrowing their offerings, adds Lisa. “I don’t know if anyone else is doing this, but every time I’m meeting with a sales rep [from a breeder company], the ques- tion I ask is, ‘What is going to make a difference at retail, and will the customer even notice it?’” Wenke is more concerned with the product that will be
worthwhile to the landscapers, garden centers and con- sumers who buy it. “If you can’t put something on a poster next to it that says exactly why it’s better, then don’t bother introducing it,” Lisa says. Another way to keep up with new product intro- is
ductions by speaking with customers directly.
“If you can’t put
something on a poster next to [a plant] that says
exactly why it’s better, then don’t bother introducing it.”
Lisa and Andy Ambrosio
“Between the retail store, our landscape customers and our garden center customers, we get asked about plants, hear about trends or see what people are asking for,” adds Lisa. “The feedback from our own experience at retail is very important, especially as we do production planning.”
Community Support Michigan State University was an infl uential player in Wen-
ke’s early transition. “Michigan State University is responsible for hundreds of millions of dollars of profi table businesses in this area,” shares Lorence. “They helped people like our father transition from growing celery to growing bedding plants.” Fast-forward to the present-day business: MSU continues
to work with Wenke. For example, Associate Professor and Extension Specialist Erik Runkle consults with Wenke on the greenhouse lighting regime, Dennis says. Community organization and support are essential to
the growth of the business. Wenke’s owns part of the Kal- amazoo Flower Group (formerly the Kalamazoo Bedding Plant Cooperative), a wholesale annual bedding plant supplier with garden center customers across a wide geographic area. Spring bedding plants and potted annuals make up the largest share of their business. “The cooperative was formed by the growers in the com-
munity 45 to 50 years ago,” explains Andy. “It enabled them to offer a yard price when people tended to pick up fl owers as
20 GPN 2010 Digital Resource & Buyers Guide
www.gpnmag.com
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