Must Have Perennials® has been bringing new perennials from breeders to market for more than 20 years. Our global supply network connects breeders to reliable young perennial plant propagators and growers to retailers to the end consumer marketplace.
We seek out varieties of plants that are commercially viable to produce profitable, volume sales and to meet the demands of the consumer plant market with proven garden performance.
To this end, plants are thoroughly tested within our network of propagator partners at secure locations, as well as universities and botanical gardens throughout North America and Europe. These are entities many of you know and trust. The trials establish performance reliability and provide valuable growing information which is captured in technical guides to support your success in producing our plants. A listing of these growers and public locations is available on our trade website.
To engage the entire supply chain, we have taken a different approach and developed a strategy which involves the creation of two separate brands. Each is supported by its own individual branding and website appropriate for two distinctly different audiences — our trade industry and consumers. The two brands are tied together with an integrated marketing communications program developed to drive market growth, using the latest in social media marketing communications and a garden design program aimed to sell across our entire plant range in both North America and Europe.
Must Have Perennials® is the industry trade brand designed to support breeders, young plant producers, finished plant producers and retailers in bringing new, innovative perennials to market, as well as the continued marketing of the existing range of Must Have Perennials varieties. This includes Geranium Rozanne™, the world’s top-selling perennial. The full variety offering can be found at musthaveperennials.com. Resources for growers and retailers include Technical Guides, an extensive image library for marketing materials and point-of-purchase materials for Rozanne and Friends’ garden designs, that include full color posters in three sizes, bench cards, as well as care and handling information. There is also a blog to get cultural and marketing tips.
Rozanne and Friends™ is the consumer brand, focused on promoting the Must Have Perennials varieties to the end consumer through Rozanneandfriends.com and a strong social media presence, which has made Geranium Rozanne the most popular flower on Facebook with over 100,000 likes! To achieve this, a personality was created for Rozanne to engage gardeners and non-gardeners and introduce them to her “friends,” our continually developing range of perennial plants with outstanding garden performance, versatility and functionality.
A regional garden design program is in the works to inspire, inform and encourage the end consumers to use our Must Have Perennials varieties. Garden designs are created by regional experts who are respected garden communicators in their areas of the country. We are starting with the Northeast, Midwest and Mid-Atlantic regions and then expanding to a total of eight regions. As completed, these designs will reside on both the Rozanne and Friends and Must Have Perennials websites.
Enjoy the full benefit of our marketing activities!
- Sign up for our Must Have Perennials blog.
- Register your company as a grower supplier for retail-ready product on our Must Have Perennials website or as a retailer supplier on the Rozanne and Friends website.
- Found a new plant? We can help you introduce it worldwide.
FOR MORE: musthaveperennials.com