October 2020 - 12

perspectives
BY LELAND TOERING
Making New Variety Decisions
Leland Toering is
sales and marketing
manager for Darwin
Perennials in West
Chicago, Illinois, and
a member of GPN's
40 Under 40 Class
of 2020. He works
closely with product
representatives to
launch marketing
campaigns to help
you sell perennials
to your customers.
Visit www.
darwinperennials.
com for more
information.
In the early 2000s, two psychologists set up an experiment at
an upscale grocery store. On the first day, they set up a table with
a large display of jars of jam with over 100 different varieties.
They included a taste test and a coupon for a discount to make
a purchase that day. The second day they limited
the display to only the top six best varieties. Sales
were higher on the second day with fewer choices
than the first day with many! Customers experienced
a phenomenon known as " choice paralysis " - too
many choices led to indecision and inaction. Since this
experiment, countless other studies have shown that
more choice does not always lead to increased sales
volume or customer satisfaction. In short: Less is more.
In our industry, we are faced with a multitude of
choices each year - from breeder product launches
to picking the correct pot size and color. Each variety
launched is labeled as the " best " and a " must have. "
With a never-ending array of variety choice, how do we
choose the best varieties to increase revenue and drive
the greatest customer satisfaction?
MAKE A PLAN
Each year at Darwin Perennials, we evaluate hundreds of
breeder codes. To whittle down the options and make the best
choices, we've developed a set of criteria to help us make the best
decisions when we launch new products.
1. Can we produce a potential new variety reliably? Does the
new variety fit into our existing supply chain?
2. Will a grower or young plant producer be able to propagate
successfully?
3. Does a new variety perform for the consumer in their
landscape? Will it overwinter? What does it look like in
spring, summer and fall?
4. What will it look like in a pot at retail? Will the plant last at
retail? Does it fill out a pot? Does the variety have potential
for retail appeal?
5. Is there an existing variety a new variety replaces or a
specific trait it improves upon?
If potential varieties do not meet the above standards, we move
on to the next variety. What criteria do you use to decide what to
grow and offer to your customers? Developing a plan and a set of
standard criteria in advance of variety decisions bring focus and
clarity to your product offering.
TRIAL, TRIAL, TRIAL
Part of any variety choice decision should include regional
performance. I am a big supporter of third-party, non-biased
trial locations like the University of Georgia or Colorado State
University. These trial sites provide data, photography and " best
of " lists to showcase outstanding regional performance. Also,
12 OCTOBER 2020 GPNMAG.COM
many breeders offer new introduction trials. Take advantage of
these opportunities to see the results for yourself.
MY TOP 5
Any article on choice would not be complete without
highlighting my Top 5 perennial selections and personal favorites
for the upcoming retail season:
1. Lavender 'Primavera'. This
unique Spanish lavender
needs no chill to flower and
will bloom throughout the
spring and summer. It can
also be programmed for very
early flowering markets as
the first Spanish lavender
in bloom.
1
2. Salvia 'Rose Marvel'. With
the largest flowers of any
rose or pink Salvia nemorosa,
the deep rose color stands
out in the landscape. As a
Zone 4, first-year flowering
perennial, 'Rose Marvel' can
be programmed to fit into
any grower's program.
3. Digitalis 'Arctic Fox Rose'.
Overwinters in the harshest
Midwest winters up to a Zone
5. It is also a true perennial
and will flower year after year
in the garden.
4. Nepeta 'Blue Prelude'. For
the grower looking to add
something truly unique to
their offering, 'Blue Prelude'
is an excellent choice. During
the first year, 'Blue Prelude'
stays nice and compact, but
second year will scale up to
three feet in the landscape!
2
3
4
5. Salvia 'Blue By You'. Or, as
many growers are calling
it, " May Night Improved " ,
flowers at least two weeks
before 'May Night'. It will also
re-bloom quicker than 'May
Night' and is much easier to propagate and finish.
The number of variety choices and options will only continue to
5
grow in the years to come. How will you make the best decisions
for your customers?
http://www.GPNMAG.COM
October 2020

Table of Contents for the Digital Edition of October 2020
