When Proven Winners debuted in 1992, many in the industry didn’t know what to make of it. Sure, there were a few plant brands out there, but nothing like this organization. It changed the rules by investing heavily in consumer marketing to draw customers and by actively encouraging higher retail pricing. This changed everything.
Even from the early days, there were doubters, says Tom Smith, president of Four Star Greenhouse. “Some people thought we couldn’t make it when we brought out varieties like Calibrachoa and vegetative Angelonia,” he recalls. “We could have developed them from seed like others, but we didn’t. Those plants debuted well and have had strong sales and market share ever since.”
As a brand, Proven Winners has grown stronger each year and expanded its new variety introductions and improvements, marketing heavily via pull-through advertising to create demand, and encouraging homeowners to experience the joys of gardening. These are key drivers of Proven Winners today, according to Smith.
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