What's Happening?
Weidner's Gardens, a nursery located in Encinitas, California, is diversifying its poinsettia offerings by growing 25 different kinds in various colors, shapes, and sizes. Traditionally associated with
Christmas, poinsettias are being cultivated in colors such as vivid pink, bright white, glowing yellow, and velvety autumnal orange. The nursery aims to break the mold of poinsettias being solely a Christmas plant by promoting varieties like Lov U Pink for occasions such as Easter and Breast Cancer Awareness Month. Despite efforts to market poinsettias for other holidays, the public perception remains strongly tied to Christmas. Weidner's Gardens, co-owned by Kalim Owens and Oliver Storm, grows about 50,000 poinsettias annually, selling them both wholesale and retail. The nursery offers free tours of its poinsettia greenhouses on the Friday and Saturday before Thanksgiving.
Why It's Important?
The diversification of poinsettia colors and varieties by Weidner's Gardens reflects a broader trend in the horticultural industry to expand the market for seasonal plants. By offering poinsettias in non-traditional colors, the nursery is attempting to shift consumer perceptions and increase sales beyond the Christmas season. This initiative could potentially lead to increased revenue for nurseries and growers who adopt similar strategies. Additionally, promoting poinsettias for occasions like Breast Cancer Awareness Month highlights the role of horticulture in supporting social causes. The success of such campaigns could encourage other nurseries to explore innovative marketing strategies, thereby enhancing the economic viability of seasonal plants.
What's Next?
Weidner's Gardens plans to continue its efforts to promote poinsettias for various occasions throughout the year. The nursery is gearing up for its peak season, moving thousands of poinsettias from greenhouses to sales areas and delivery trucks. As the nursery continues to experiment with new colors and varieties, it may influence other growers to adopt similar practices, potentially leading to a shift in consumer buying habits. The nursery's free tours offer an opportunity for the public to engage with the diverse poinsettia offerings, which could further educate consumers and encourage them to consider poinsettias for non-traditional uses.
Beyond the Headlines
The efforts by Weidner's Gardens to diversify poinsettia offerings highlight the challenges faced by the horticultural industry in changing consumer perceptions. Despite the introduction of new colors and varieties, the strong association of poinsettias with Christmas remains a significant barrier. This situation underscores the importance of innovative marketing and consumer education in expanding the market for seasonal plants. Additionally, the nursery's focus on promoting poinsettias for social causes like Breast Cancer Awareness Month reflects the potential for horticulture to contribute to societal well-being. The long-term success of these initiatives could lead to a more sustainable and diversified horticultural industry.
