July 2020 - 6

EDITOR'S LETTER
A Collaborative
Approach
This industry is nothing if
not collaborative. At various
events, I've seen IGC owners
and operators talking to peers
to share ideas and successes,
and even pass along supplier
names for products that are
in short supply in different
regions. You all know each
other, like each other and want
each other to succeed.
The current COVID situation has only strengthened that
bond. Whether it's in Facebook groups or privately, IGCs
are reaching out to each other to share tips and ideas.
To that end, I reached out to a few IGCs as well to find
out how they are dealing with the current situation (I'm
reluctant to call it " the new normal " since there's just
so much not normal about how things are going - and
I expect great changes before this is all over) and what
others store can learn from them.
Several of you responded with some innovative ideas -
staff shirts printed to read " If you can read this, you're
too close " on the front as a reminder to all to be aware
of distancing rules; rebuilt websites for online sales; and
even the young plant producer that decided to join the
retail game with their own retail outlet. Don't worry, local
IGCs - they're not planning to compete with full-scale
independent garden centers; they dubbed it a " retail garden
outlet " because it's simply meant as an outlet for their
products. Find these ideas and more beginning on page 28.
The current situation is also forcing IGCs to develop
new digital strategies to communicate with their
customers. On page 36, Proven Winners' Jessica DeGraaf
and Meghan Owens share tips on how IGCs can enhance
their digital presence.
Speaking of marketing, columnist Stan Pohmer has
some ideas in this issue about how retailers should tailor
their value proposition message. " Ideally, if you're truly
honest with your assessment, you should have identified
at least one, and possibly two or three, that you exceed
expectations on, and on most of the others you meet
expectations, " he writes. Turn to page 42 to read more.
Also in This Issue
While a trip down the coast just wasn't in the cards
this year for the 2020 California Spring Trials, green
goods editor Jasmina Dolce provided the next-best
thing - a pretty photo tour of some of her favorite new
introductions. Find it beginning on page 14.
@LGRmag
Teresa McPherson, MANAGING EDITOR
616.520.2163 | tmcpherson@greatamericanpublish.com
6 | LAWN & GARDEN RETAILER | JULY 2020
@lgrmag
EDITORIAL DIRECTOR
MANAGING EDITOR
GREEN GOODS EDITOR
MULTIMEDIA DESIGNER
PRODUCTION ASSISTANT
CREATIVE DIRECTOR
VICE PRESIDENT, GROUP PUBLISHER
INTEGRATED MEDIA CONSULTANT
INTEGRATED MEDIA CONSULTANT
CLASSIFIED ADS
GROUP MARKETING DIRECTOR
AUDIENCE DEVELOPMENT
CUSTOM CONTENT MANAGER
CFO
COO
CEO
Tim Hodson, 616.520.2161
thodson@greatamericanpublish.com
Teresa McPherson, 616.520.2163
tmcpherson@greatamericanpublish.com
Jasmina Dolce, 616.520.2162
jdolce@greatamericanpublish.com
Greg Ryan, 616.520.2145
gryan@greatamericanpublish.com
Samantha Orsi, 616.520.2148
sorsi@greatamericanpublish.com
Kristina Howell, 616.520.2168
khowell@greatamericanpublish.com
Bob Bellew, 616.520.2164
bbellew@greatamericanpublish.com
Tiffany O'Kelley, 616.520.2172
tokelley@greatamericanpublish.com
Kim Sammartino, 616.520.2173
ksammartino@greatamericanpublish.com
Kim Meyers, 616.520.2137
kmeyers@greatamericanpublish.com
Melissa Gray, 616. 520. 2153
mgray@greatamericanpublish.com
Becky Stovall, 616.520.2138
bstovall@greatamericanpublish.com
Jess Schmidt, 616. 520. 2141
jschmidt@greatamericanpublish.com
Deb Carnes, 616.520.2169
dcarnes@greatamericanpublish.com
Kimberly Baker, 616. 520. 2135
kbaker@greatamericanpublish.com
Matt McCallum, 616.520.2133
mmccallum@greatamericanpublish.com
EDITORIAL ADVISORY BOARD
Bob Wasson
Crystal Cady
Kate Terrell
John Karsseboom
Pamela Baker
Lisa LeFevre
Stan Pohmer
Christina Salwitz
Wasson Nursery
Sunflower Acres Farm & Garden
Wallace's Garden Center
The Garden Corner
Baker's Acres Greenhouse
Distinctive Gardens
Pohmer Consulting Group
The Personal Garden Coach
The opinions and views expressed by authors, contributors and advertisers in Lawn & Garden
Retailer do not necessarily reflect those of the editors and publisher. Appearance in Lawn &
Garden Retailer does not constitute endorsement by Great American Media Services or Lawn
& Garden Retailer of the advertiser, its products, or services. Great American Media Services
and Lawn & Garden Retailer accept no responsibility of liability for the validity or accuracy
of information supplied by contributors, vendors, advertisers, or advertising agencies. Great
American Media Services and Lawn & Garden Retailer do not make any claims or guarantees
as to the accuracy or validity of information supplied by contributors, vendors, advertisers or
advertising agencies.
SUBSCRIPTION INFORMATION
L&GR (Lawn & Garden Retailer) magazine (ISSN 1540-9023) is published ten times a
year in January, February, March, April, May, June, July, August, September/October and
November/December by Great American Media Services, 75 Applewood Dr., Suite A, Sparta,
MI 49345, Telephone: 616.887.9008 Fax: 616.887.2666.
Subscription rates in the U.S. are $30 per year (Canada and Mexico are $50 and all other
countries are $60 payable in U.S. currency). Periodical postage paid at Sparta, MI and at
additional mailing offices. Reproduction of contents is forbidden. Copyright 2020.
POSTMASTER: Send address changes to Great American Publishing, PO Box 318,
Lincolnshire IL 60069
Winner of 2010, 2012, 2014, 2017 and 2018 EDDIE awards for Best Full Issue
Members of:

July 2020

Table of Contents for the Digital Edition of July 2020