January 2021 - 29

MARKETING
large plants were hard to hide in outdoor R&D trials. It was very clear,
Sunfinity was exceptional and the market potential was limitless.
Mike: However, to capture that potential, we also knew that we needed
to " tame " the genetic power of Sunfinity so that growers could fit it
into normal production and shipping protocols. So, after confirming
our initial concepts, we focused both our breeding and finished plant
production research on making Sunfinity easier for growers to manage.
Our focus for improvements on the current Sunfinity remains focused in
this area while we explore new and exciting consumer traits.
Less is more.
Syngenta Flowers has focused its sunflower
breeding on making Sunfinity easy to grow and ship.
to keep it simple at retail. Consumer studies show that shoppers are
more willing to buy Sunfinity when coupled with the consumer-branded
program, where the benefits can be visibly seen without additional
education. The same studies also noted that people were more likely to
spend additional money on this type of sunflower versus traditional onestemmed
varieties.
GPN: Do sunflowers present any challenges for growers?
Olivia: Sunflowers are pretty straightforward to grow, and even Sunfinity
has been mastered by growers. One of the biggest challenges is sellthrough
and merchandising. The shelf life of traditional single-flowered
sunflower is so short there is typically a lot of markdowns and shrink.
Merchandising and placement is key to selling fresh sunflowers.
Georgia: 'SunBelievable Brown Eyed Girl' can be finished with little to no
growth regulators. Some of the other new varieties do require a rigorous
PGR plan. All like full sun and long days but 'SunBelievable Brown Eyed Girl'
is also day length neutral and has no special fertilizer or soil requirements.
GPN: Why do you think sunflowers are growing in popularity at the
consumer level?
Alicain Carlson, technical trial manager, Syngenta Flowers: Sunflowers
pwpvg.com * 603-435-8361
GPN: How do you think growers can capitalize on the sunflower
category?
Jonathan: Sunflowers check many of the boxes for an annual that the
consumer is looking for today! Great in a container or in the ground with
flowers for an extended time. 'SunBelievable Brown Eyed Girl' is grown
from a cutting, not seed, and is easily programmable for the grower.
Olivia: Keep this category clean, without too much confusion to price
points and size formats. Sunfinity branded pots are available in 2.5 quart
and 1.5 gallon. We don't recommend sizes that are smaller or in between
are so popular at the consumer level because they are recognizable,
happy, warm flowers. They are symbols of summertime and are among the
few flowers that almost every person, whether they have any gardening
experience or not, recognizes and can identify by name. Since many
traditional garden types have seeds that are edible for both humans
and wildlife, they connect to consumers at many different levels. And
since most sunflower seeds are easy to germinate and grow, they are
gateway flowers that provide a sense of success for many first-time or
inexperienced gardeners. At the same time, breeders have created so
many innovations in sunflowers that keep consumers interested and
connected to the iconic sunflower look. Sunflowers come in unique
shades, bicolors, single and double flowers with different heights, and
plant habits.
Georgia: With easy-to-care-for, beautiful blooms, they can fit into
practically any sunny spot in the garden - even tough areas and
containers. They are also a great nectar source for beneficial insects
and bees. Smaller habits are making the plants more accessible to small
gardens and container gardens as well.
GREENHOUSE PRODUCT NEWS 29
http://www.pwpvg.com
January 2021

Table of Contents for the Digital Edition of January 2021
