Spring Meadow Nursery, a supplier of unique woody shrubs sold under the ColorChoice label, and Proven Winners announce an exclusive brand marketing partnership. Proven Winners has licensed Spring Meadow to market woody plants under the Proven Winners and Proven Selections brands across North America.
The exclusive partnership will result in all current and future ColorChoice varieties being marketed under the Proven Winners brand as “Proven Winners ColorChoice” plants. Additionally, a select group of premium, non-ColorChoice varieties from Spring Meadow will be sold under PW’s Proven Selections brand.
Spring Meadow and its licensed grower network will continue to sell these varieties as in the past. The partnership will not change the way the varieties are sold.
“Combining the two leading new plant programs — Proven Winners and ColorChoice — under one brand creates unequalled synergy”, said Dale Deppe, president of Spring Meadow Nursery, Grand Haven, Mich.
“For Spring Meadow and its customers, this instantly moves ColorChoice into a recognized consumer brand and creates real value for growers, retailers and the consumer”, continued Deppe. “Spring Meadow, our customers and our 83 licensed growers acquire the goodwill of the PW brand and access to new marketing expertise. The result will be much greater marketing support, more destinations for woody plants in garden centers, and greater sales of PW ColorChoice plants for growers and garden centers.”
For Proven Winners and its customers, the partnership extends the Proven Winners and Proven Selections brands by creating a greater PW retail presence with a focus on high-value and profitable plants. Proven Winners acquires a strong pipeline of new varieties and strong grower and consumer marketing programs.
The mission of both Spring Meadow Nursery and Proven Winners is to create value for their customers by developing brands recognized for the highest quality, most unique plants and products. In allowing Spring Meadow access to the Proven Winners brand, Proven Winners recognizes Spring Meadow’s similar focus and dedication to finding, testing and introducing only the best performing plants.
Since both Proven Winners and Spring Meadow are dedicated to innovative marketing, the partnership results in cross selling of woody and bedding plants and an acceleration of the branding process. It also allows both parties to share plant varieties that do not fall into the others’ normal product channel.