Horticulture_Presto! Working Magic to Demystify Marketing Names of Cul

Information about Horticulture_Presto! Working Magic to Demystify Marketing Names of Cul

Published on July 16, 2014

Author: csimkovich

Source: authorstream.com

Content

Why Brands matter: Why Brands matter Pat Hayward Plant Select ® And why we do what we do. Consumers buy brands: Consumers buy brands Sildenafil citrate Tadalafil Aripiprazole Fluoxetine Hcl ABILIFY Nursery brands help sell plants: Nursery brands help sell plants TV shows help sell plants: TV shows help sell plants Research-based, Not-for-profit brands Help sell Plants: Research-based, Not-for-profit brands Help sell Plants PowerPoint Presentation: Plant Select ®  is a leading non-profit cultivator, distributor and educator of plants designed to thrive in the high plains and intermountain region.  Plant Select’s goal is to create smart plant choices for a new American Landscape inspired by the Rocky Mountain region.   Plants in the program are: Beautiful Adaptable Durable Water-wise Easy care PowerPoint Presentation: 5-year sales ~8 million plants reported sold (+18.3%) PowerPoint Presentation: 5-year sales ~ $700,000 royalty income from 129 total plants in program - 48 registered trademarks Legal fees ~ $45,000 Engelmannia peristenia Nepeta Little Trudy ® catmint PowerPoint Presentation: Delosperma Fire Spinner ® (‘P001S’) ice plant - $40,000 royalty income in first two years (introduced 2012, .09 royalty fee) PowerPoint Presentation: All trademarked delospermas (5 taxa, 5 year sales) $168,500 income Red Mountain ® (.09) Starburst ® (.07) Mesa Verde ® (.12 – also patented) Table Mountain ® (.09) PowerPoint Presentation: Acer Hot Wings ® (‘ GarAnn ’) Tatarian maple - $ 58,000 royalty income since introduced in 2007 (.70) PowerPoint Presentation: R&D funded at Denver Botanic Gardens and Colorado State University $330,000 , including partial salaries, trial expenses, multiple plant exploration expeditions to Mongolia, Kazakhstan and Argentina PowerPoint Presentation: Plants supplied to public gardens for display and evaluation - $ 52,000 cost, $85,000 whlsle value (5 years, 75 gardens) Naming Choices we’ve made: Naming Choices we’ve made Aquilegia ‘Swan Violet & White’ Remembrance ® columbine (2001) Prunus besseyi [selection] Pawnee Buttes ® sandcherry (2000) Naming Choices we’ve made: Naming Choices we’ve made Salvia daghestanica Platinum ® sage (2006) Digitalis obscura Sunset ® foxglove (2004) Our policy on naming: Our policy on naming On October 28, 2009 the Board of Directors approved the following:   1.) Trademarks (registered trade names) will not be used on recommended plants, only on new introductions.    2.) Varietal names of new introductions will consist of a code containing the letter “P” followed by a three digit numeric sequence ending with the letter “S”; e.g. ‘P001S’, ‘P235S’ PowerPoint Presentation: Muhlenbergia reverchonii {selection} Undaunted ® ruby muhly (2014) Naming Choices we’ve made Andropogon gerardii ‘P003S’ Windwalker ® big bluestem (2015) HOW MANY plant introducers follow THE CODE?: HOW MANY plant introducers follow THE CODE? What they said: “Brand names are important because public doesn’t care about botanic names.” “Virtually no one registers new plants. The problem is this takes time and doesn’t generate any funds.” “…system was breaking down in the U.S.” “We register certain genera where there are plant societies or organizations involved that not only take registration seriously, but likely drive a decent % of sales.” What they said How to make the situation better?: “Put it on the shoulders of the registrars. There aren’t that many breeders or introduction programs.” (perhaps Google alerts would help?) “Give the growers a financial incentive.” “This would be a superb occasion to bring the botanic garden world closer to the nursery industry… a win-win for both.” How to make the situation better? How taxonomists view the code: How taxonomists view the code “The code is the law”: “The code is the law” How the industry views the code: How the industry views the code The code is : The code is “More what you call a guideline than actual rules…”

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