crop cultivation
produce a successful harvest: fer- sumers are looking for confi dence
tilizer, stakes and cages, soil and in products and programs that
amendments, pest and disease con- bring fl avor and health to their
trols, basic garden tools, and books family table.
or tips sheets about veggie and Once you have the products and
herb gardening. Take this opportu- package, it’s time to get organized.
nity to add to your customers’ carts Even during the retail insanity
while they are visualizing a boun-
of gardeners surveyed planned to tiful garden.
expand their vegetable gardens Use inspirational posters
in 2009, an increase of 12 percent showing vegetables fresh from the
over the previous year. Not only garden and consider bringing in a
are garden centers attracting new load of fresh produce during peak
customers interested in vegetable weekend days to really attract atten-
gardening, but our loyal existing tion with displays…farmers market
customer base also is increasing style. The more you show gardeners
consumption. Expect this trend to what to expect, the more confi dence
continue with at least a third of all they’ll have in their ability to grow
gardeners adding more veggies and a successful garden.
herbs into their spaces in 2010. Selection. To further break
from the commodity vegetable
Not Just a Tomato Plant game, be sure to offer a selection
With the shift in interest of unique or attention-getting vari-
from fl ats and packs to larger eties in your mix. Yes, the stan-
containers comes the opportu- dards like ‘Burpee’s Big Boy’ and
nity to break away from com- ‘Early Girl’ are always going to be
modity pricing and start adding your top sellers. Today’s consumers
value, real and perceived. want to have something different
Consumers are willing than their neighbors, and there are
to pay a premium for plenty of breeding breakthroughs
a product that grabs and “exclusive” vegetable and herb
their attention and varieties out there. You will defi -
offers multiple benefi ts. nitely want to call out what’s spe-
The trick for growers and cial and unique about these items uantum
retailers is to stop looking and tell a story about them.
at a small tomato plant as a Packaging. Packaging is an
small tomato plant. Try to look integral part of the presentation
through the eyes of our end user, and often the key to adding value
who is most likely envisioning to any consumer product. If you
a ripe, juicy tomato, tasty salsa or want to command a premium price,
zesty pasta sauce when she pur- packaging upgrades are necessary.
chases a tiny tomato plant. Informational tags and marketing
Merchandising. Enhance that tools driving consumers to web
idea by making it easy for her to sites and online communities can
achieve. Group vegetables and help attract attention at the point of
herbs for common recipes such as sale and provide support after the
salads, salsas, soups and sauces, transaction. Sustainable or plant-
and use suggestive photos and able pots and certifi ed organic pro-
recipes on departmental signage. duction are two more ways growers
Cross merchandise your vegeta- and retailers are standing out from
bles with everything it takes to the crowd. The bottom line: Con-
Write in 126
www.gpnmag.com February 2010 GPN 35
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