I’ve been using your tags for years. Why is a branded container now also required?The Proven Winners tag has been a staple of our packaging since the brand started in 1992. And while the tag is helpful in identifying Proven Winners plants, we often see the tag very deep down in the soil and the container, making it really hard to see. Now, consumers also frequently ask us if they're really buying a Proven Winners plant when they aren't sold in the branded containers because they see the container in all of our consumer marketing and on all of our social media platforms. So just like requiring a marketing tag in 1992 was unique, the time is right to continue to evolve into a true consumer-packaged product that is easily identifiable by gardeners. Now, almost everything consumers buy comes in some sort of a branded package and we feel that Proven Winners plants shouldn't be any different.
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I feel like Proven Winners is turning its back on IGCs, is this true?We've always cared about the independent garden center and we always will. The majority of our business has always been with IGC, which is why we've developed more support programs for the IGC than any brand or plant-breeding company. We also have staff on our team whose only role is to support IGCs. We greatly value the support. The IGC community has given Proven Winners, and I promise you we aren't going to waiver in our support back to the IGC community. Thousands of IGC businesses have had tremendous success using Proven Winners branded containers for many years, and they work with our team daily to incorporate Proven Winners programs into their stores. |
I have lots of customers, but they don’t ask for Proven Winners. Why do I now need your container?
Because Proven Winners require the use of a Proven Winners branded tag nearly 30 years ago, consumers have become accustomed to looking for the Proven Winners logo when shopping for their plants. The use of a Proven Winners branded container will make that process even easier as the Proven Winners tags are sometimes buried deep down into the soil. Based on our social media channels and calls and emails to our offices, consumers do seek out our brand and they're often looking for very specific varieties. And growers and retailers, they don't want them walking out of their stores because they can't find the Proven Winners varieties that they're looking for.
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I use a square pot. Why isn’t Proven Winners offering a square pot?
We understand that and we researched square pots quite a bit, but at the end of the day, the industry container suppliers, are just not able to print graphics on a square container. And because our goal with the Complete Package program is to make it easier for gardeners to find Proven Winners plants, the graphics on the container are necessary. |
Most IGCs seek to differentiate themselves from box stores. Proven Winners Grande container are often found in box stores. What options are there?I understand their nervousness, but the garden center shopping experience is so much more than just the Proven Winners' branded container. Gardeners come into their stores for service, depth of selection, plant quality and knowledgeable employees. And the list can go on and on, of course. The Proven Winners brand and container creates a consumer-friendly package and helps gardeners more easily find the plant brand that they trust once they're inside of the store. The use of the branded container or tag exchange also ties into the 10.5 billion consumer impressions that we make each year. Plus, we can help garden centers create their own garden center experience through our programs for them, such as our customized POP, Connect+, and certified garden center training programs. And we do offer multiple container options, which can provide garden centers with the opportunity to differentiate themselves from the box stores. Our low profile 4.5 inch Classic container is a great option for IGCs looking for a different package that's typically not found in the box stores.
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Isn’t Proven Winners just being greedy by forcing a Proven Winners branded container for annuals?
We're sorry that anybody would feel that way, but this really isn't our intention. We're strictly bringing the annual program in line with every other segment of the Proven Winners brand with the use of our branded packaging. A key factor in our decision was to respond to consumers who consistently ask us if they're buying authentic Proven Winners plants when they're sold in a generic or a non-Proven Winners package. Additionally, countless growers and retailers that have already switched to using Proven Winners' branded containers have told us they sell faster and for more money, which has helped them to grow their own businesses. In fact, almost 50% of all Proven Winners annuals are already being sold in our branded containers without the container ever being required before.
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Proven Winners genetics are starting to look like everyone else’s. Is Proven Winners developing enough new plants to require this?For 30 years, Proven Winners has developed a wide array of unique and innovative genetics in all product classes. In just the past couple of years, we've introduced Heart-to-Heart® caladiums, Proven Harvest™ vegetables and herbs, and the new Be My® Calla line, along with new Supertunia Vista varieties to help support the popular Supertunia Vista Bubblegum. Our plants continue to win many awards at independent trial sites throughout North America. And we work with a large number of plant breeders throughout the world to bring the most cutting edge and high-performing annuals, perennials, shrubs, caladiums, callas, herbs, vegetables, and fruits to market.
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I’ve been successful selling Proven Winners plants in generic pots for years. How do you know I’ll do better?While we understand you’ve been very successful selling in your container, our research shows consumers not only look for Proven Winners branded containers, but our plants sold in our container consistently outsells our plants in a generic pot by more than 2:1. |
