What's Happening?
Weidner's Gardens in Encinitas, California, is challenging the traditional association of poinsettias with Christmas by offering a diverse range of colors and varieties. The nursery, co-owned by Kalim
Owens and Oliver Storm, specializes in growing colorful plants, including 25 kinds of poinsettias in various shapes, sizes, and colors. Despite efforts to promote poinsettias for other occasions like Easter and Valentine's Day, the public remains largely attached to the idea of poinsettias as a Christmas flower. The nursery grows about 50,000 poinsettias annually, focusing on floral diversity rather than mass production. The vivid pink 'Lov U Pink' variety was created to be an Easter decoration, while the 'Winter Rose' was intended as a Valentine's Day gift. However, these efforts have not significantly shifted consumer perceptions.
Why It's Important?
The initiative by Weidner's Gardens to diversify poinsettia offerings highlights the challenges faced by nurseries in altering consumer perceptions tied to traditional holiday symbols. This effort reflects broader trends in the horticultural industry where growers seek to expand the market for seasonal plants beyond their conventional uses. By promoting poinsettias for occasions other than Christmas, Weidner's Gardens aims to increase sales and extend the plant's marketability throughout the year. This could potentially lead to increased revenue for nurseries and a shift in consumer buying habits, benefiting the floral industry as a whole.
What's Next?
Weidner's Gardens plans to continue promoting its diverse poinsettia offerings, with free tours of its greenhouses scheduled for the days leading up to Thanksgiving. The nursery will likely continue experimenting with new varieties and marketing strategies to encourage year-round sales. As consumer preferences evolve, other nurseries may follow suit, potentially leading to a broader acceptance of poinsettias as a versatile decorative plant beyond the Christmas season.
