Yoder Brothers and Ecke Ranch recently announced new valued-added product marketing programs.
At the 2006 Ecke Ranch spring trials, The Flower Fields unveiled four value-added retail programs designed to give growers and retailers opportunities for margin enhancement and "end cap" opportunities. These programs include volume-leading products from Yoder and Ecke. Growers can customize and adopt packaging to fit container size and retailer requirements. Complete details were presented at the spring trials.
Being responsive to changes in retailing, The Flower Fields will reduce its investment in umbrella brand marketing and increase its focus on product-specific promotions designed to meet volume grower and retailer needs. Bob Humm, national sales support manager for Yoder Brothers, said, "We see a shift in channel needs with the advent of pay by scan and other committed inventory programs demanded by retailers.
Good genetics, together with well-grown plants that are properly displayed and merchandised, will achieve better sell-through." Matt Mart, executive director for the Flower Fields Alliance, adds, "Our goal is to provide concepts and solutions that help growers with merchandising concepts, packaging and promotions that sell more plants."