June 2023 - 20

GREEN GOODS
3-Season
Crops
for
More
Sales
Three-season crops were a continuous trend at
California Spring Trials. We caught up with some
breeding companies to find out more about these
season extenders and how garden centers can
promote them to their customers.
By Teresa McPherson
L&GR: Why do you think is it important to offer threeseason
plants?
Mark Seguin, senior global market manager -
Cuttings, Sakata Seed Co.: Spring flower sales are a given.
Every bench in the garden center is loaded, and stores are
packed. Developing sales beyond the traditional season is
critical for growers and retailers to remain successful and
build their business. Plants like SunPatiens and SuperCal
offer innovative genetics that deliver value to their
customers by delivering continuous flowering through the
heat of summer and beyond.
Stef Berkhout and Mazanne Pennings, USA sales and
product representatives, HilverdaFlorist: You could create a
complex planting program for crops to match to get a border
flowering through three seasons, but it's easier to offer
plants that do all that by themselves without too much fuss.
Why not create a stable flower supply for all key spots in the
garden throughout all three seasons and occasionally add
20 | LAWN & GARDEN RETAILER | JUNE 2023
American Takii's capsicum 'Onyx Orange'
has black leaves that show off the fruit,
which begins as purple and matures into
orange for three-season interest.
some seasonal plants to the mix? Convenience and value
for money are the two major motivators for buying threeseason
plants.
Jennifer Calhoun, North America marketing specialist,
Benary: Selling year-round (or at least three seasons) is
essential to stay profitable. However, seasons change fast -
it can go from temperatures in the 40s to the 80s literally
overnight. With plants that thrive in all three seasons,
you can not only hold the plants, but also extend the sales
window to the entire season! Instead of having the pressure
to sell out in a few weeks, you can " upcycle " your leftovers
into larger pots or mixed containers. Take BIG Begonias, for
example. You can sell them in the spring in 5-inch pots, then
bump them up into larger pots for mid-season sales, and
then hold them in larger containers for instant fall color.
Mike Huggett, national sales manager-Flowers,
American Takii: More than ever, consumers are looking for
ideas to improve or upgrade their homes and immediate

June 2023

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