We Built It, They Came

The American Grown branding campaign is one of the most successful flower marketing campaigns in recent history. In just a few short years, this campaign has become part and parcel of nearly every wholesale cooler, and every super market floral department in the country.

Sun Valley is ready for Valentine's Day with Hyacinth, Fancy Tulips and French Tulips. Call to reserve yours!

Sun Valley has been a supporter of this initiative since day one. Recently I have actually found myself taking this campaign for granted, not truly appreciating the power of this outreach effort. However, last week I visited a large mass market super market and was stopped in my tracks by a huge island of Certified American Grown labeled flowers.

It was an impressive display, showing the breath of flowers grown not only by big farms like Sun Valley, but by smaller farms with a regional distribution. The vibrant selection of blooms was all tied together with the iconic American grown logo. It was an epiphany moment for me. To garner this premier placement in the store, demand must be accelerating, and now snowballing its way through floral departments across the country.

Our Fancy Tulips are very special for Valentine's Day

Floral merchandisers are extremely perceptive and receptive to what their customers are looking for and what their customers’ value. This display represents the cross roads of consumer awareness with sales. It is truly a thing of beauty for all us domestic flower farmers.

On the wholesale side, some companies have been getting so many requests from florists and designers to point them to the American Grown flowers in their cooler, that they have simply started grouping all the American Grown product together, rather than grouping by type of flower.

Fill Up Your Cup with Sun Valley Tulips and Hyacinth!

This is much the way a produce section which offers organic and non-organic produce is set up. The customers who are looking for organic, don’t need to wade through all the other stuff to get what they want.  This approach also happens in the beer cooler, with generic mass produced beer on one side, and micro-brews on the other.

It makes sense for wholesalers to take this approach as florists are buying based on very direct needs, not just grabbing one of everything.
 
Are you experimenting with some different ways to merchandise Certified American Grown flowers?  If so, email us a photo and if you would like more ideas, don’t hesitate to ask, we would be happy to help!

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