Hines Horticulture Inc. and W. Atlee Burpee & Co. are teaming up to launch a new line of vegetable and herb plants this spring in select Northeast garden centers.
Select independent garden centers will exclusively sell 30 of Burpee’s vegetable and herb varieties chosen for their flavor and home garden performance through The Burpee Gardens program.
“With Burpee being one of the most trusted names in gardening, we expect consumer confidence will translate into high sell-through and higher margins for garden centers that offer the program,” said Tom Doll of Hines Horticulture.
According to the terms of the agreement, Hines will grow the Burpee Gardens plants at its Pipersville, Pa., growing facility. During this first year of the program, Hines will deliver the plants to participating garden centers from as far south as Northern Virginia to as far north as Long Island, N.Y.
“With Hines’ expertise in growing and shipping, coupled with our genetics and trusted name, we believe that Burpee Gardens could be a sell-out program for garden center retailers,” said George Ball, president of W. Atlee Burpee. “In fact, we have already begun to expand the product mix we are growing at the request of retailers.”
Plants offered through the Burpee Gardens program will arrive in 4-inch containers. Each container will feature the Burpee Gardens logo, and each plant is clearly marked with an oversized plant tag printed with the logo, care instructions and nutritional benefits.
A full range of POP materials will support the program in an effort to generate consumer interest. Additionally, a consumer-driven Web site that features planting instructions, gardening tips and recipes will support the program.
The Burpee Gardens program will roll out this coming summer as a featured display at various tradeshows and made its debut at Homestead Growers, Annapolis, Md., this past September during the Eastern Performance Trials.