Nona Koivula on All-America Selections' 75th anniversary

Q. As part of the 75th Diamond Anniversary, AAS will be commemorating the event by introducing five previous winners as All America Classics. Is this something that AAS plans to continue doing?

A. The idea was designed specifically for 2007 only, but because we have received excellent publicity for the Classics, the board may wish to consider Classics for the future.

There is a challenge being made to AAS Display Gardens for the 75th Diamond Anniversary. Last year Rotary Gardens in Janesville, Wis., located and planted 200 AAS-winner cultivars in its garden beds. It was a great success, drawing in gardeners and resulting in magazine feature stories. The challenge is to the remaining 175 AAS Display Gardens to design a 75th Diamond Anniversary garden using the 200 varieties that are still commercially available. AAS is taking phone calls from public gardens that will accept the challenge for this summer.

Q. Has there been an increase in the number of breeding companies submitting plant varieties for trialing?

A. The number of flower and vegetable seed breeding companies has declined over the last 20 years due to industry consolidation. Consequently, there are fewer entries into the AAS Trials as a result of consolidation and diminished breeding programs. Yet, one never knows where the next AAS winner may be bred. Who would have the vision to consider Kirin Brewery (Wave petunias) or the University of Nebraska (‘Purple Majesty’ millet) as significant breeders of ornamental plants?

To encourage more entries in 2007, AAS will offer breeding companies more value for their entry fee. Each of the breeders will receive numerous evaluation reports about their entry. The reports will be prepared by the impartial AAS judges and provide accurate observations on the entry’s performance.

Q. With the increase in vegetatively propagated plants introduced, are there any plans to create an AAS trial category for these types of plants?

A. The AAS board had discussed the possibility of an AAS vegetative trial. A task force led by David Lemon of the Ecke Ranch is investigating the feasibility of such a trial. We seek ideas and welcome comments from GMPRO readers.

Q. Are you satisfied with the amount of coverage AAS and its award-winning plants receive from the various consumer media?

A. No, I’d like to reach another 300 million consumers. We pursue new media outlets each year. Last year the PBS TV program “Garden Smart,” with Joe Lamp’l as host, toured Park Seed Co. trials and featured the AAS trials with winners. This program reached about 130 million viewers. I’m working with the “Garden Smart” executive producer to tour more AAS trial grounds next summer.

Consumer magazines, including Sunset, Better Homes & Gardens, Chicagoland Gardening and Horticulture have been very supportive by introducing AAS winners to their reading audience each year.

Overall, the best media coverage is newspapers. The journalists need content for their weekly columns and AAS provides newsworthy content about the winners.

Q. How many years has Wal-Mart been promoting AAS plants?

A. Four years. It is a comprehensive program. Plants are grown in 5- to 6-inch pots with the AAS logo and slogan “Tested Nationally & Proven Locally.” The plant labels include the logo for further identification.

Each June or July, Wal-Mart advertises the AAS winners in its Sunday newspaper flier. I speculate the ad is viewed by millions of people.

Q. Although gardening continues to be popular, more consumers either don’t want to spend as much time or be as physically active. Do you think this could increase the importance and demand for AAS plants since consumers will be looking for plants that will do well for them in the garden?

A. Yes, AAS takes the guesswork out of which new cultivars or even old cultivars to grow. All consumers want proven products. AAS helps avid gardeners find AAS flowers or vegetables that offer the highest yield for the least amount of time invested. AAS helps novice gardeners find the plants that will perform and retain their interest in gardening as a new hobby.

Because AAS is an objective, independent testing program, the public trusts the results of the trials. The AAS message will continue to reach gardeners through the AAS Web site, which draws over a million visitors each year.

It seems every year there are more flowers, more look-alikes being introduced. The AAS winners are clearly different from other varieties and worthy of attention.

Resume

Position: Koivula has served as executive director of All-America Selections for 23 years. She also is executive director of the National Garden Bureau, a nonprofit organization offering gardening advice on seed and bedding plants.

Experience: Koivula began her career in horticulture in 1972 at Ball Seed Co. in West Chicago, Ill. She was president of Garden Writers Association and president of Garden Writers Association Foundation, which manages and funds the grass-roots campaign Plant a Row for the Hungry.

Organization background: AAS’ mission is to promote new garden seed varieties with superior garden performance judged in impartial trials in North America.

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For more: All-America Selections, 1311 Butterfield Road, Suite 310, Downers Grove, IL 60515-5625; (630) 963-0770; fax (630) 963-8864; www.all-americaselections.org.