Conrad Fafard Inc.’s brand revitalization is nearly complete. The growing-media producer’s new retail bags are starting to bloom in independent garden centers this summer.
“Our retail packaging is our key marketing face to the consumer,” said Chris Sexton, Retail Market manager, Fafard. “The new bags are dramatic, distinctive and definitely differentiate us from our competitors.” Though the packaging has changed, contents inside the bag have not. “Gardeners can still count on the same tried-and-true ingredients and impressive results,” Sexton said.
The new packaging and corresponding point-of-purchase displays and signs illustrate Fafard’s fresh brand position, "The Science Behind the Art." Drawing on its strong science background and reputation among professional growers for consistent high-quality mixes, the company is wooing gardeners to grow a masterpiece by letting them know its potting mixes are “trusted by professional growers.” Sexton said the new brand positioning and renewed retail strategy inspired the renaissance of Fafard premium retail soils, which are sold exclusively in IGCs.
Fafard’s five core retail products are available now in the following sizes:
• Complete Potting Mix, 1 cu. ft. and 2 cu. ft.
• Complete Container Mix, 1 cu ft. and 2 cu. ft.
• Complete Planting Mix, 1 cu. ft.
• Professional Potting Mix, 1 cu. ft. and 2 cu. ft.
• Organic Potting Mix, 1 cu. ft.
Fafard will continue its retail rollout with 8-quart sizes of Complete Potting Mix, Professional Potting Mix and Organic Potting Mix.
In addition, later this summer Fafard will release its popular specialty plant mixes and amendments with a similar new look and feel — Seed Starter Potting Mix, African Violet Potting Mix, Cactus & Succulent Potting Mix, Orchid Potting Mix, Fafard Horticultural Perlite, Premium Top Soil and Premium Compost.
The company conducted different types of research during the packaging redesign, from online consumer bulletin boards to face-to-face focus groups to IGC test pilots to individual consumer interviews. Besides the fresh look, it simplified the package copy so consumers could better understand the bag contents, the product benefits, how the product should be used and how much soil they’ll need.
Conrad Fafard, Inc., headquartered in Agawam, Mass., is the third-largest manufacturer of packaged growing media for professional ornamental growers and retail outlets in North America. Acquired by Syngenta in 2006, the 89-year-old company owns and operates eight production facilities in the United States and Canada as well as peat bogs in Minnesota and the Canadian provinces of New Brunswick and Manitoba.