profile: bransford webbs Investment in efficiency
A visit to the impressive headquarters of Bransford Webbs near Worcester provides a stunning reflection of the progressmade since its inaugural debut in 1961. In advance of its 50-year anniversary in 2011, Retail Plants & Shrubs paid a recent visit to meet with managing director Geoff Caesar and learn of the latest developments at this growing nursery.
T
he nursery now covers nine hectares, of which 46, 277m² is protected growing space (glass and polytunnels). There is now 10000m2
of new production space, of which 5000m2 is under
glass. These areas are used for both liner and finals production. Geoff Caesar takes up the story. “We are proud that we are able to expand and grow our crops in the most suitable condition possible to provide our customers with the highest quality garden centre crops.” A total of over 1.2 million plants a year are produced and supplied to garden centres across the UK.
Prolonged marketing campaign Campaign Plants is one of several marketing initiatives launched by Bransford Webbs within the last couple of years. With its own POS board and individual image, Campaign Plants is a range of plants with a more targeted and prolonged marketing focus. This creates an increase in sales and return adding real promotions and inspiration to the plant area. Through various images, Campaign Plants aims to capture the customers’ emotions and involve plants in their lifestyle aspirations. Photography is managed in-house by Christine Chalmers, production manager. A larger ‘drop’ into garden centres, is followed up by a second delivery 2-3 weeks later. An impact bench end display can be created, helping to increase sales and
turnover, says the nursery. Plants for 2011 will include Primula Champagne, Dianthus Passion, Veronica Inspires Pink and Inspires Blue, Dahlia Chic Red and Echinacea Mistral. Each garden centre receives a larger than average POS board and table talkers for each campaign plant. Campaign Plants was the winner of ‘Best Retail Promotion’ at the Garden Retail Awards in 2008.
Cut Your Own! From the garden to your home, Cut Your Own is a natural progression for garden centre customers who have embraced the grow-your- own phenomenon. This includes a collection of approximately 25 different varieties including ‘cut and come again’ herbaceous perennials, which can be planted as a mixed border in 2-litre blue pots. A larger than average POS board is provided plus individual plant labels incorporating the Cut Your Own logo and information.
Fantastic new introductions A fantastic range of new varieties for 2011 includes Gazania Apache which was discovered as a seedling on the nursery. Apache has a gorgeous large red flower with a yellow edge and golden centre. It blooms from May to October and its flowers are most attractive when the plant is sited in full sun. Buddleia Blue Chip (as featured in the July issue on page 5) is the first dwarf buddleia available in UK garden centres. It has masses of lavender blue scented flowers from summer through to the first frosts. It is a free flowering plant and attractive to butterflies and ideal for pots or the border. Ceanothus Lemon & Lime was discovered by the late Worcestershire plantsman, Jonathan Beacon and has pretty variegated lime and green foliage and deep blue flowers from late spring to early summer. Hebe Wild Romance is another addition to the Hebe Magicolors range, with mysterious
dark red foliage in autumn and winter, which changes to exciting light red, almost luminous hues, in spring.
Autumn sales
The Soft Fruit Range has 12 varieties within its range and has a unique point of sale board making it easier for the consumer to choose the variety that is right for them. Attractive labels are provided with all the information required for growing and using soft fruit. This bright and informative POS attracts the consumer to the soft fruit area and aids them in their decision making. The range includes blackberries (two varieties), raspberries (three varieties), blackcurrants (two varieties), redcurrants (two varieties), whitecurrant (one variety), and gooseberries (two varieties), all in 3-litre black pots.
‘How to plant’ hedging The Hedging range contains Beech, Purple Beech, Hawthorn, Hazel, Hornbeam, Privet, Golden Privet and Rose. Customers can choose which varieties to order depending on which sell best in their own centres. These are available in 5- litre pots (10 plants per pot, except Purple Beech and Golden Privet which have five per pot). Large, eye-catching hanging labels are available. A generously sized POS offers consumers information on which hedging variety is the most suitable for their situation, how to plant and the benefits of hedging.
Ornamental trees Wide selections of ornamental trees are produced in 10-litre black pots. These include hanging colour- generic tree labels e.g. Prunus, Malus. Four A2 POS boards are available to garden centres: trees for small gardens, trees to attract birds, trees for spring interest, trees for autumn colour! Consumers can use the POS boards to select the tree that suits them best: do
they want a tree for spring blossom, or autumn colour or a small garden? All labels and boards display the ‘Breathe with Ease, Plant some Trees’ logo to encourage consumers to plant trees and remind them of the benefits to both people and the environment. From the initial production of
roses and trees in 1961, to the merger of Bransford Garden Plants with Webbs Nurseries in 2005 and on to the plant empire you see today, this is a nursery worth visiting. Its ‘Investment in Efficiency’ is set to provide the UK retail plant sector with the long-term assurance required for planteria managers as the sector continues to flourish.
For more information
call 01886 833733, fax 01886 832917, email
sales@bransfordwebbs.co.uk or visit
www.bransfordwebbs.co.uk
22 Garden & Hardware News - Retail Plants & Shrubs
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