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2011-12 EuroAmerican Propagators Catalog
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2011-12 EuroAmerican Propagators Catalog
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Table of Contents
The EuroAmerican Advantage Must-Have New Introductions
4 6 7 8 9
Must-Have Varieties
The P. Allen Smith Collection EuroAmerican Product Forms
Liner Sizes Available
10 12 13 14 15 16 20 22 24 26 28 30 40 44 44 45 46 47 48 49
Unrooted Cuttings Program
Mixed & Mingled ™ Prefinished Plants
The Proven Advantage
Reaching Consumers Support for Growers Key Account Program Support for Retailers
Point of Purchase Programs Support for Landscapers
The Branded Package
Tag Options
Profits Extending Programs
Early Birds Fall Magic
Southern Magic Ecovation Plants ™
The 30-second Planter ™
Spring Plants
Savvy Succulents ® Graceful Grasses ® Flowering Shrubs Ordering Basics Events & Shows
159 179 189 195 203 207
Index
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The New EuroAmerican Propagators
We are devoted to nurturing the connection between our company and yours through better programs and even more outstanding service. “ ”
C.E.O. Partner
in our lives, our gardens show us the great value of change. More than anything “ ”
C.O.O. Partner
2
Gerald Church C.E.O., Partner John Rader C.O.O., Partner
3
The best genetics with the most powerful consumer marketing in the industry.
The EuroAmerican Advantage The best Proven Winners® plants start with the best liner producer. At EuroAmerican, we’re blessed with exceptional weather, superior light levels, and cool ocean breezes…all yielding robust, toned liners in every season.
Our collection of Proven Winners genetics, paired with the extensive marketing programs, gives growers and retailers proven profitability nationwide.
4 888-323-0730 www.pweuro.com
Blue skies and cool ocean breezes provide the most toned Proven Winners liners in North America year-round.
Our newly renovated propagation houses provide more controlled environments for stronger rooting from the start.
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SUPERBELLS ® Cherry Star Calibrachoa hybrid
SUPERBELLS ® Grape Punch Calibrachoa hybrid
WITCH DOCTOR ™ Dianthus hybrid
BLACK KNIGHT Echeveria hybrid
ROCKAPULCO ® Coral Reef Impatiens walleriana
ILLUSION ® Garnet Lace Ipomoea batatas
VOGUE ® ‘Rita’ Mandevilla hybrid
SWEET CAROLINE Bewitched Improved Ipomoea batatas
INFINITY ® Salmon Bisque New Guinea Impatiens
SUPERTUNIA ® White Russian Petunia hybrid
HOME RUN ® Red Rosa hybrid
SUPERBENA ® Royale Peachy Keen Verbena hybrid
Must-Have New Introductions What are the promising profit-makers for spring 2012? The EuroAmerican team has identified the following new introductions as this year’s must-have varieties based on trial performance, grower feedback, and consumer appeal.
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GATOR ™ Aloe variegata
SUPERBELLS ® Coralberry Punch Calibrachoa hybrid
SIMPLY SCENTSATIONAL ™ Heliotropium hybrid
LUAU ™ ‘Pipedream Tangerine’ Hibiscus hybrid
DAISY MAY ™ Leucanthemum hybrid
SNOW PRINCESS ® Lobularia hybrid
VOGUE ® Ruby Mandevilla hybrid
SENETTI ® Magenta Bicolor Pericallis hybrid
SUPERTUNIA ® Pretty Much Picasso ® Petunia hybrid
SUPERTUNIA ® Vista Bubblegum Petunia hybrid
INTENSIA ® Blueberry Phlox hybrid
SUPERBENA ® Pink Parfait Verbena hybrid
Must-Have Varieties Each year, our must-have varieties come out on top in terms of performance in the garden, popularity with the consumer, and profitability for the retailer and grower – and this year’s selections are sure to be in high demand.
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This Partnership Delivers Passionate and casual gardeners alike look to P. Allen Smith for inspiration and ideas. They trust his recommendations and his endorsements of Proven Winners varieties. It’s a promotional partnership that leads consumers into garden centers looking to duplicate his success with our plants. And that translates into more sales for growers and retailers.
Annual sales of the P. Allen Smith Platinum Collection exceeds 30 million units
ANGELFACE® Blue Angelonia hybrid GOLDILOCKS ROCKS™ Bidens ferulifolia SUPERBELLS® Blackberry Punch Calibrachoa hybrid SUPERBELLS® Plum Calibrachoa hybrid SUPERBELLS® Red Calibrachoa hybrid SUPERBELLS® Yellow Chiffon Calibrachoa hybrid SEÑORITA ROSALITA® Cleome hassleriana COLORBLAZE® Dipt in Wine Coleus hybrid COLORBLAZE® ‘Sedona’ Coleus hybrid GRACEFUL GRASSES® King Tut® Cyperus papyrus DIAMOND FROST® Euphorbia graminea ROCKAPULCO® Series Impatiens walleriana ‘SWEET CAROLINE Light Green’ Ipomoea batatas SWEET CAROLINE Raven Ipomoea batatas LUSCIOUS® Citrus Blend™ Lantana hybrid BROADWAY LIGHTS™ Leucanthemum hybrid LAGUNA™ Sky Blue Lobelia hybrid
LUCIA™ Lavender Blush Lobelia hybrid SNOW PRINCESS™ Lobularia hybrid GOLDDUST™ Mecardonia hybrid INNOCENCE® Opal Nemesia hybrid SYMPHONY Lemon Osteospermum hybrid
CHARMED® Wine Oxalis species DAREDEVIL® Mulberry Pelargonium SUPERTUNIA® Bordeaux Petunia hybrid SUPERTUNIA® Pretty Much Picasso® Petunia hybrid SUPERTUNIA® Royal Velvet Petunia hybrid SUPERTUNIA® Vista Bubblegum Petunia hybrid SNOWSTORM® GIANT SNOWFLAKE® Sutera hybrid SUPERBENA® Royale Chambray Verbena hybrid
“The goal of both Proven Winners and myself is to inspire consumers to greater gardening success. By working together, we can create even greater synergies and more successful consumers – and as a result, more beautiful gardens.”
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Product Forms
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Vegetative liners sized to fit every need. Our conventional 84-cell sized liner still remains the most popular and profitable for growers nationwide. However, every business is different, so we put forward several options. For customers looking to save on freight, we offer our much smaller sizes like the 128 & 162-Elle. Growers who need that fast-finishing alternative can opt for our larger 32-Cell sizes. No matter what your business’s need, our sales and production departments are dedicated to working together and delivering the best-sized solution for your programs. Available Liner Sizes
ELLEPOT PROGRAM
For the second year in a row, we’re offering our top selling varieties in the Ellepot program. Developed for a stronger, more well-branched root system, these liners will have
128-Elle Liner
a quick start in your production. And with more liners per tray than our conventional 84-cell size, more plants fit per box, resulting in dramatic freight savings.
162-Elle Liner
72-Cell Liner
CONVENTIONAL LINER SIZES
Our 84-cell liner still remains the most popular for growers nationwide. A great balance between reasonable freight rates and fast finish times, these liners make the most profit for more growers.
84-Cell Liner
10 888-323-0730 www.pweuro.com
TURBO TRAY ™ For growers needing a fast finish, we offer our 32-cell Turbo Tray. A 4 x 2 1/8” root ball with multiple cuttings per liner will finish fast – really fast – with unbeatable Proven Winners performance.
32-Cell Liner
32S-Cell Liner
50D-Cell Liner
50-Cell Liner
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Unrooted Cuttings Are you a key-level grower with EuroAmerican? If so, take advantage of lower input costs with our unrooted cutting programs. Unrooted cuttings are available on our line of Sweet Caroline & Illusion® Ipomoea, Infinity® New Guinea Impatiens, Sunny ™ and Sun Brella’s ™ Osteospermum and select varieties of our Savvy Succulents® line.
Illusion ® & Sweet Caroline Ipomoea A minimum order is 1,500 cuttings. Order in minimum quantities of 200 per variety. Available to key-level growers only. The required Proven Winners® tag will be shipped with each order. Infinity ® New Guinea Impatiens A minimum order is 3,000 cuttings. Order in minimum quantities of 200 per variety. Available to key-level customers only. The required Proven Winners® tag will be shipped with each order. Sunny ™ & Sun Brella’s ™ Osteospermum A minimum order is 3,000 cuttings. Order in minimum quantities of 50 per variety (packed as 52) . Available to all customers. Growers may choose from three tagging options: a Standard Proven Selections branded tag, a
generic pixie tag, or your own pre-approved custom tagging option at the time of order.
Savvy Succulents ® Limited to varieties on the URC price list. A minimum order is 3,000 cuttings. Order in minimum quantities of 200 per variety. Available to all customers. Proven Selections® tags are available, but not required.
12 888-323-0730 www.pweuro.com
Mixed & Mingled ™ Assorted Trays For growers and retailers who just need a little, try the assorted trays from EuroAmerican Propagators. The same great quality liners as our standard trays, just in smaller doses for more variety.
Assorted Begonia Collection Three 50-cell trays Available weeks 52-20 Assorted Coleus Collection Four 84-cell trays Available weeks 48-25 Assorted Sempervivum Collection One 84-cell tray Available year-round Assorted Retro Gang Aloes Collection One 84-cell tray Available year-round
Assorted Savvy Succulents Collection
Three 84-cell trays Two 50-cell trays Two 32-cell trays Available year-round
Assorted Aloes & Agaves Collection One 84-cell tray Available year-round
Assorted Premium Quick-Start Savvy Succulent Collection Four 32-cell trays Available year-round
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EuroAmerican Prefinished Plants Need to get your spring sales off to a head start? Bring in a shipment of EuroAmerican’s prefinished Proven Winners® and Proven Selections® plants in our branded package. Taking advantage of our bright light and outdoor growing conditions in early spring, you’ll be able to offer your consumers the fullest, most toned, garden-ready plants with exceptional performance. Contact your broker sales representative to put together the collection of varieties that’s right for you.
See page 178 for more information on our pre-finished succulents program.
14 888-323-0730 www.pweuro.com
The Proven Advantage
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Here’s How We’re Reaching Every Kind of Gardener Your success depends on a broad customer base, from the most passionate, experienced gardeners to casual, novice consumers. Proven Winners reaches both audiences and everyone in between through targeted marketing efforts across all media. From radio, television, and magazine advertising to online marketing and event promotions, the Proven Winners brand is showing up everywhere. And that means more business for you. 1
PARTNERSHIP WITH P. ALLEN SMITH Annual sales of the P. Allen Smith Platinum Collection exceeds 30 million units. Make sure you check out our new POP options for the Platinum Collection.
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QUARTERLY PUBLICATION OF ONLINE MAGAZINE, PROVEN BEAUTY® 13,500 subscribers – available in English, French, and Spanish. The winner of the Garden Writer’s Association’s Gold Award
3 300 PLANT SAMPLES TO GARDEN WRITERS We send our newest varieties to 300 Garden Writers so they can preview our new plants and see for themselves how they look and perform. More information on page 19.
ADVERTISING IN FINE GARDENING & POPULAR LIFESTYLE MAGAZINES Over 47 million subscribers. These ads will appear February through April in 2011. 4
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WEEKLY TARGETED MESSAGING THROUGH SOCIAL MEDIA EFFORTS ON TWITTER AND FACEBOOK $100,000 in advertising spent on Google, 30,000+ friends on Facebook and the top 100 websites that gardeners visit.
BROAD TELEVISION ADVERTISING P. Allen Smith’s gardening shows and GardenSMART Sponsorship. 200 million impressions.
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RADIO ADVERTISING AND PROMOTION ACROSS 24 MAJOR MARKETS Atlanta, Boston, Calgary, Chicago, Dallas, Detroit, Hartford, Houston, Kansas City, Los Angeles, Louisville, Milwaukee, Minneapolis, New York, Philadelphia, Portland, Raleigh, Salt Lake City, San Diego, San Francisco, Seattle, Tampa Bay, Toronto, Vancouver.
Calgary
Vancouver Seattle
Minneapolis
Boston
Toronto
Portland
New York City Hartford
Milwaukee
Salt Lake City
Detroit
Chicago
Philadelphia
San Francisco
Kansas City
Louisville
Los Angeles
Raleigh
Dallas
San Diego
Atlanta
Houston
Tampa Bay
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GARDENER’S IDEA BOOK GIVEAWAY Requested by over 400,000 consumers in 2010.
Justbecause your view is sky high and there’snodirt todig,doesn’tmean you can’t createanoutdoor space that othersenvy.Simple iron furniture with contemporary fabric accents come alivewhen youadda collectionof glossyblack containers in a varietyof heightsand shapesand fill them with stylish foliageand floweringplants from ProvenWinners.
PRSRTSTD U.S. Postage PAID Champaign, IL PermitNo.880
! !!! ! If you’re looking formore great ideas or foradditional informationon Proven Winners varieties, visit your local independentgarden center.More than8,000of themacrossNorth Americagrowand know Proven Winners.They are your resource for questions aboutwhich plantswill be
!!! !
GrowingTip: A balcony full of containers in full sunwill require frequentwatering.Consider plantingmany ofour low-water-useplants. Fora list, visitwww.provenwinners.com.
111EastElmStreet,SuiteD Sycamore, Illinois60178
Below, left to right:SUPERTUNIA ® Red Petunia hybrid ,COLORBLAZE ® KingswoodTorch,andRoyalGlissadeColeus hybrids, andDAREDEVIL ® Claret Pelargonium zonale Opposite, container at left: Crescendo –COLORBLAZE ® KingswoodTorchColeus hybrid, ILLUSION ® Midnight Lace Ipomoea batatas, GRACEFULGRASSES ® Purple FountainGrass Pennisetum setaceum, andSUPERTUNIA ® Red Petunia hybrid Opposite, second from left: AmberGlow –SUPERBELLS ® Dreamsicle Calibrachoa hybrid, COLORBLAZE ® RoyalGlissadeColeus hybrid , and ILLUSION ® Midnight Lace Ipomoea batatas Opposite, large container to right ofumbrella: Overjoyed –COLORBLAZE ® RoyalGlissadeColeus hybrid ,GRACEFULGRASSES ® KINGTUT ® Cyperus papyrus, ‘SweetCarolineSweetheartRed’ Ipomoea batatas, LUSCIOUS ® CitrusBlend Lantana hybrid ,andDAREDEVIL ® Claret Pelargonium zonale; other containers in samegrouping–SUPERBELLS ® Dreamsicle Calibrachoa hybrid and GRACEFULGRASSES ® Purple FountainGrass Pennisetum setaceum Opposite, far right: Stand&Salute –SUPERBELLS ® Red Calibrachoa hybrid, GRACEFULGRASSES ® KING TUT ® Cyperus papyrus, ILLUSION ® Midnight Lace Ipomoea batatas, and LUSCIOUS ® CitrusBlend Lantana hybrid successful in your climateand your garden andhow best to care for them.To finda
local independent garden center that sellsProvenWinners, visit www.provenwinners.com.You’ll find lotsofhelpfulgardening tips and ideason our site aswell.And if you haveotherquestions, call us at 877-865-5818. TheProvenWinners team is here tohelp.
!!!!! !! Want a sure thing?Plantour Picasso’s Fantasy combination.Because all three plants in this combination are vigorous growers, it’sbest to startwith a large container,planting equal numbers ofeach plant. Formost containers, two ofeachor threeof each is optimal.With consistentwatering andoccasional trimming and shaping, you’llhave a container full of vibrant plants thatwill stop people in their tracks.And if you’re looking for a solitary stunner thatwillperform fromearly spring to the firsthard freeze, in containers or the landscape,Snow Princess ® is yourbest bet.
WaterWise ® Kit Take theguesswork out ofwatering by installing this easy-to-use, self-contained kit that waters up to 10 containers or 30 feetof landscape froma single faucet.
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ProvenWinnersPlantFoods
Delivers nutrients continuously–everyday– for a full gardening season.
Highly soluble, fast actingand containsEDDHA iron,which keeps plants greenandhealthy longer.
Topurchase these andothergreatgardeningproducts fromProvenWinners, visitwww.provenwinners.com.
SuggestedRetail Price:$1.00 ©2010ProvenWinners ® All rights reserved.
OUTDOOR LIVING EXTRAVAGANZAS ACROSS NORTH AMERICA Four locations in 2011 – Atlanta, Milwaukee, Seattle, Toronto. 800 attendees.
Opposite: Picasso’s Fantasy –SUPERTUNIA ® PRETTYMUCHPICASSO ® Petunia hybrid, SNOW PRINCESS ® Lobularia hybrid, and ‘SweetCaroline LightGreen’ Ipomoea batatas– also shown in ProvenWinners containers at right At right: Lavender Luster –SNOW PRINCESS ® Lobularia hybrid andSUPERTUNIA ® Giant Pink and LavenderSkies Petunia hybrids withamono ofSNOW PRINCESS ® Lobularia hybrid Above:SNOW PRINCESS ® Lobularia hybrid withSUPERTUNIA ® VistaBubblegum Petunia hybrid 4
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HERE’S HOW WE’RE DELIVERING MORE RESULTS FOR YOU
175,119 133,882 102,693 43,800
2010
450,000 (projected distribution) 225,000 400,000
3,958
33%
2011
2010
2010
2009
2,781 2,925
24%
2010
2009
2008
2008
8%
2009
2008
2003
2007
Gardener’s Idea Books requested by consumers
Un-Aided Brand Awareness Increased 313% since 2003
12,003 Personally Answered Consumer Comments
Consumer Email >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100 Page 101 Page 102 Page 103 Page 104 Page 105 Page 106 Page 107 Page 108 Page 109 Page 110 Page 111 Page 112 Page 113 Page 114 Page 115 Page 116 Page 117 Page 118 Page 119 Page 120 Page 121 Page 122 Page 123 Page 124 Page 125 Page 126 Page 127 Page 128 Page 129 Page 130 Page 131 Page 132 Page 133 Page 134 Page 135 Page 136 Page 137 Page 138 Page 139 Page 140 Page 141 Page 142 Page 143 Page 144 Page 145 Page 146 Page 147 Page 148 Page 149 Page 150 Page 151 Page 152 Page 153 Page 154 Page 155 Page 156 Page 157 Page 158 Page 159 Page 160
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