AZUSA, Calif. (October 6, 2011) -- Distinctively Better® Partners launched earlier this year with Monrovia, a premium plant grower, and VPG the ferti•lome® people, manufacturer and distributor of plant health care products. The partnership has now expanded to include Jamie Durie, a respected horticulturist, international award winning landscape designer, gold medal winner at Chelsea Flower Show, and the presenter of HGTV's The Outdoor Room with Jamie Durie.
"When we announced the Distinctively Better partnership in February with VPG the ferti•lome people, we had fantastic plants and plant health care products, but needed the retail component," explained Elin Dowd, president for Monrovia. "The goal of this newly enhanced partnership is to create excitement in independent garden centers (IGCs), supported by Jamie's upbeat personality and creative design ideas."
The goal of this partnership is to encourage people -- including younger customers -- to go to IGCs where they will be inspired by Jamie's design concepts and Outdoor Room philosophy, and see gardening and designing with plants as hip and stylish. "We hope to offer design ideas, great plant recommendations and plant health care ideas, all under the umbrella of Jamie Durie, utilizing his fantastic design and horticultural expertise." added Wade Bowman, CEO of VPG.
Marketing support will include a national media campaign (TV, radio. magazines, social media), in-store merchandising (posters, handouts), and a new Garden Design with Jamie Durie mobile app that allows users to select plants and design their outdoor living areas. Additionally, Jamie Durie will offer speaking engagements and book signings at key IGCs across the country.
Summerwind's management team was very pleased with Jamie's recent appearance at their Bay Area store. "Jamie spoke in basic terms about design so that it was easily understood, while stressing the importance of sustainability and environmental stewardship, said Viktoria Gleason, visual merchandiser. "His love of plants was infectious. Inspired by Jamie's enthusiasm, guests lined up at the registers, shopping carts brimming with merchandise. The store's sales nearly doubled for the day!"
A key component of the partnership is the installation of Outdoor Rooms at participating IGC's and hardware stores, featuring Monrovia plants and ferti•lome plant health care products. These Outdoor Rooms will be designed by Jamie Durie and stocked with Jamie Durie-Monrovia branded outdoor furniture and gardening accessories. This new design concept will be showcased at the Northwest Flower and Garden Show in Seattle in February 2012 where Jamie will be a keynote speaker.
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Photos of Jamie Durie are available.
About Monrovia:
Founded in 1926, Monrovia is the leading grower of premium ornamental and edible plants, with more than 2,500 varieties. The company has introduced hundreds of improved plants, including more than 230 exclusives. Monrovia's Distinctively Better® plants are nurtured in custom-blended, premium soil mixes, to produce healthy plants that flourish in the landscape. Monrovia soils and organic fertilizers are now packaged for home use. From its five, eco-friendly nurseries in Visalia and Venice Hills, Calif., Dayton, Ore., LaGrange, N.C. and Cairo, Ga., Monrovia distributes its plants through independent garden centers and re-wholesalers nationwide. The company remains a family owned entity. www.monrovia.com
About ferti•lome:
Founded in 1968, "the ferti•lome people" from VPG is a manufacturer and provider of products and services exclusively to independent garden centers, hardware stores, farm and ranch stores. Products include more than 300 SKUs in the lawn and garden category, with brands such as ferti•lome , Hi-Yield® and Natural Guard®. For more than 50 years, VPG has been the supplier of choice for independent retailers that are supported by a national network of independent distributors. VPG is exclusively owned by its Independent Distributors and Retailers. www.fertilome.com
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