What's Happening?
Weidner's Gardens, a nursery located in Encinitas, California, is diversifying its poinsettia offerings to include a wide array of colors beyond the traditional red. The nursery, co-owned by Kalim Owens and Oliver Storm, is known for its vibrant selection of poinsettias, which are the top-selling potted flowering plants in the U.S. This year, they are offering 25 different kinds of poinsettias, including bright whites, creams, yellows, and even novelty varieties with unique patterns. Despite the strong association of poinsettias with Christmas, Weidner's is attempting to market these plants for other occasions, such as Easter and Valentine's Day, with varieties like the Lov U Pink poinsettia. However, the public's perception of poinsettias as a Christmas-only
plant remains a challenge.
Why It's Important?
The expansion of poinsettia varieties by Weidner's Gardens highlights a broader trend in the horticultural industry to innovate and diversify traditional products. This move could potentially open new markets and increase sales beyond the typical holiday season. By offering a wider range of colors and promoting poinsettias for other occasions, Weidner's is attempting to shift consumer perceptions and expand the plant's marketability. This strategy not only benefits the nursery but also supports local economies by encouraging regional sales and reducing the need for long-distance shipping. The success of such initiatives could influence other nurseries to adopt similar diversification strategies, potentially leading to a more robust and resilient horticultural market.
What's Next?
Weidner's Gardens plans to continue promoting its diverse poinsettia offerings through various marketing campaigns, including free tours of its greenhouses. The nursery is also exploring new promotional strategies, such as marketing specific poinsettia varieties for events like Breast Cancer Awareness Month. As the nursery gears up for its peak season, it will focus on educating consumers about the versatility and care of poinsettias, aiming to break the traditional Christmas-only mold. The success of these efforts could lead to increased consumer interest and sales, encouraging further innovation in the industry.
Beyond the Headlines
The diversification of poinsettia offerings at Weidner's Gardens also touches on cultural and historical aspects of the plant. Originally discovered in Mexico and named after Joel Roberts Poinsett, the poinsettia has a rich history tied to holiday traditions. The nursery's efforts to rebrand the plant for other occasions challenge these long-standing cultural associations. Additionally, the story of the Ecke family's historical monopoly on poinsettia production and the subsequent industry changes following the revelation of their growing techniques highlights the dynamic nature of horticultural innovation and competition.
