Jim Monroe talks about his brand and marketing program

Q. How many growers are producing plants for the Hort Couture program? Is there any part the country where you would like to add more growers?

A. We have 37 growers in the network. Our goal is 100 growers. We do have some areas that need more product available to them. Connecticut, Ohio, Minnesota, Missouri, western Pennsylvania, northern California and northern New Jersey are the biggest voids. Some growers got a late start this first year and will solve some of these voids.

We already have more growers now than I had forecast for the end of 2009. Nearly 40 companies in eight months is pretty incredible. We identified 24 major markets to find a grower in, and we have been pretty successful at getting growers involved in those areas. We are talking with several growers now about 2009 that should help as well.

Q. What type of retailers are participating in the Hort Couture program?

A. We have a diverse retailer profile right now. We have some of the largest independents onboard and hope to have more flagship stores on board for this summer. We also have lots of boutique-type smaller retailers who have embraced what Hort Couture is all about.

We hear from people everyday from every corner of North America that are really excited about what we are doing and appreciative of our commitment to independent retailers. We have put no minimums on the program for the growers to get involved so they have not had to put high minimums on the program for their retail customers.

Q. How many plants are in the Hort Couture program?

A. There are about 500 varieties that we have created tags for. Our product mix in Avant Garde Annuals has a full accoutrement of annuals to compete with other branded annual programs. Our Tres Chic Tropicals program has more depth in tropical plants than other similar product mixes. Our Pret a Porter Perennials will see more depth added for 2009 as will our Runway Ready Grasses. Our Sunny Succulent program will stay about the same.

We will try to keep the number of varieties in Hort Couture around 500 with about a 10 percent change in new varieties each year. We will have a new program for 2009 that will add about 35 varieties to the program.

Q. What criteria are you using to trial the plants to determine if they go into the program?

A. We are working with trial sites to evaluate new varieties, and we are working with the grower network to help with the evaluation and selection process. We have several new trials in place starting this spring. I am very confident that the new plants we will bring to the market over the next 10 years will compete with any company in the industry.

As for quality control, nearly all competing plant brands can be grown by anyone. There is great disparity in quality with many of the leading brands now because of this.

Q. What criteria do you use when determining whether a variety will be marketed separately with its own POS materials vs. going into the general program?

A. Hort Couture is very proud of its endcap programs. We have a very unique idea for these posters for specific New or Hot varieties. We have created a poster that highlights our best new plants (Musa Siam Ruby, Alocasia Borneo Giant, etc). These posters also show five plants at the bottom that work well with the highlighted plant. We call them “accessory plants.”

We also have made these combinations of plants into recipes for the Fashion Plate, which is our revolutionary mix container tray. We have named these combinations after Cities of Fashion and offer a dangler tag for different cities (i.e., Paris, Milan, New York, etc). All of the POP is on the Web site.

Q. Who is paying for the program?

A. The growers really pay for the program’s costs. They support the program by paying a marketing fee on each plant grown that will finance the building of the brands awareness.

Hort Couture is a very affordable program for the growers. We have negotiated pricing on pots and tags to be very competitive and the young plants (liners) cost no more than any other program. The average retail price for this product will be no different than say a Proven Winner 4-inch vegetative annual.

Q. What is it about this program that you are offering/providing that hasn’t been offered before to these industry segments?

A. We have a brand with style. It is not just another branded program that claims to be the best. The “couture” essence of our brand resonates with the demographic that we are all after (the female consumer, age 25 to 75, with cash). We have given growers a unique product mix and brand that is easy to get involved in. There are no upfront money or minimums on quantities to get started.

We have given the industry something that is only for independent retailers. Right now there is tremendous repositioning going on in the market. We are committed to the independent garden retailer. Nearly every other brand is either in the mass merchants or their growers are heavily into the discount market. Hort Couture will never be.

We are the first brand that has ever come from the retail side of our industry. We know how hard it is to operate a garden center business.

The last thing I think we bring to the table that was missing is that we offer unique marketing ideas and products to the market. We offer more than just a printed pot and a couple of posters. Our Lady Couture silhouette, the Fashion Plate, the Haute Tote and other products are a refreshing change.

{sidebar id=1}

For more: Jim Monroe, Hort Couture Plants, (866) 955-4678; jim@hortcoutureplants.com; www.hortcoutureplants.com.

May 2008