January 2022 - 18

MARKETING
T
CELEBRATE
THE
BY JASMINA DOLCE
The National Garden Bureau
has declared 2022 as Year of
the Verbena in its annuals
category. Let's take a look
at this crop's growth and
development over the years
and why consumers love it.
Verbena
'Vanessa Red',
'Vanessa White' and
'Vanessa Compact
Bicolor Rose'
Danziger
18 JANUARY 2022 GPNMAG.COM
here are many reasons to grow and love
verbena. It is a versatile crop with many
uses, from baskets to the landscape. In
recent years, we've seen so many new colors
introduced in the category, making them an
especially eye-catching component in mixed
combinations.
This month, I decided to pick the brains of
some industry experts well-versed in all things
verbena to gain more insight into the crop
category. Here's what they had to say.
GPN: Are you familiar with the National
Garden Bureau's " Year of " program? Do you
follow the selected crops each year to keep up
with trends in the market?
Lisa Heredia, marketing and key accounts,
Danziger: Yes! The program is a great way for
our industry to educate, market and promote
these crops to our end consumers.
Becky Lacy, product manager, Selecta One,
and combination manager, Selecta One/Ball
FloraPlant: Ball FloraPlant is happy to support
the NGB " Year of " program each launch season,
and we highlight our varieties if they fit within a
" Year of " class. In fact, this year Ball FloraPlant
breeder Laura Masor was the main author of the
NGB Verbena overview and history article that
appears on their website.
Steve Garvey, head grower, Dallas Johnson
Greenhouses: I am familiar with the " Year of "
program; unfortunately, spring planning is
done almost nine months ahead of current
year's decision. We try to adjust production
schedules and we do grow more of the " Year
of " where we can.
GPN: In your opinion, why do you think
verbena was selected for 2022?
Steve: I like the choice. It is a plant that has
had a lot of breeding done over the past couple
of years to improve growth habit, disease
resistance and color offerings.
Becky: From a breeding company perspective,
NGB has chosen to spotlight verbena in 2022
due to recent years' significant refinement
of the genus down to its most positive traits.
Older genetics of verbena are late to flower and
require significant amounts of plant growth
regulators to control the product to make it
attractive enough for the home gardener to buy
it at retail. Then, they don't last all summer long
for the consumer.
Modern verbena breeding focuses on being
compact, fast to flower, and requirements
of no pinch and no PGR. A secondary focus
is placed on heat tolerance and flowers that
last through a hot summer. With these main
pains to focus on, breeding companies have

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January 2022

Table of Contents for the Digital Edition of January 2022

January 2022 - 1
January 2022 - 2
January 2022 - 3
January 2022 - 4
January 2022 - 5
January 2022 - 6
January 2022 - 7
January 2022 - 8
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January 2022 - 38
January 2022 - 39
January 2022 - 40
January 2022 - 41
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January 2022 - 43
January 2022 - 44
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https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2023
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https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-april-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/hempguide-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/newvarieties-2022
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https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2021
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https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2021
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https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2021
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https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2020
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