Overdevest Teams with Jonathan Bardzik in Edibles Program Expansion

August 7, 2014 - 14:41

Overdevest Nurseries is moving its Footprints Plants edibles program (Footprints Edibles), in a new direction, teaming up with chef Jonathan Bardzik in making the herb/vegetable line a garden-to-table, consumer-oriented offering.

Overdevest Nurseries is moving its Footprints Plants edibles program (Footprints Edibles), in a new direction, teaming up with chef Jonathan Bardzik in making the herb/vegetable line a garden-to-table, consumer-oriented offering.

In addition to the collaboration with Bardzik, Overdevest is enhancing the program’s eco-friendly point-of-purchase (POP) presentation with a new pot wrap to complement its biodegradable e-pot and a retail-ready rolling rack with attached POP signage. Further, the program will be supported with a library of gardening and cooking video shorts, produced for consumer end-users. The new Footprints Edibles will be introduced to the industry this summer at IGC East in National Harbor, Md.

Bardzik will work with Overdevest to educate and enthuse prospective and current gardeners on ways to enjoy the edible varieties offered in the program. He will share recipes using Footprints Edibles, incorporate the program in his farmers market demonstrations and appearances at participating retail garden centers, and be the host in a library of video and online how-to’s that will inform novice and expert home chefs.

Bardzik, a long-time advocate within the horticulture industry with a garden center background, has developed a reputation across the U.S., touting the pleasures and benefits of cooking with farm and garden-fresh, seasonal and local ingredients. He is the author of Simple Summer: A Recipe for Cooking and Entertaining with Ease, and has an extensive online presence through his website and social media.

While Bardzik concentrates on “table” aspects of the program, Overdevest is making enhancements on the “garden” side. For more impact at point-of-sale, Overdevest has developed a retail-ready system that utilizes a rolling rack that will go from truck to retail floor, stocked with labeled plants and decorative POP signage. The Footprints Edible biodegradable e-pot will carry a newly designed informative pot wrap featuring a variety-specific detachable tag for home reference.

Out-of-store marketing will ramp up with multiple how-to video spots produced by Overdevest’s marketing director and gardening expert, David Wilson. Wilson will offer tips for growing and decorating while creating the bridge from food interest to gardening passion and success. A consumer micro-website, www.footprintsplants.com/edibles, is being finalized as part of the larger Footprints Plants website, showcasing the Edibles line with pages and links to Wilson and Bardzik’s how-to, as well as variety information. Also, keeping pace with mobile advancements, Overdevest will be utilizing Digimarc technology, connecting smartphone users with a wealth of information embedded in various marketing images related to the program.

“We are absolutely thrilled to be taking Footprints Edibles to a whole new level for consumers and garden retail,” said Ed Overdevest, president of Overdevest Nurseries. “From farm, to garden, and now to table, we have put all the pieces together to inspire all generations — especially the young for whom authenticity and the love of wholesome food can be the key to winning their hearts to gardening.” For the sake of independent garden centers, according to Gail Overdevest, company vice president, “We’re especially pleased to offer our partnering retailers a comprehensive plant program that is sustainably grown, eco-friendly packaged, and supported with motivating marketing and merchandising that meets the high expectations of our industry’s emerging consumer.”

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