2011-12 EuroAmerican Propagators Catalog

2011-12 EuroAmerican Propagators Catalog

‘Platinum Wallaby’ Ptilotus

Cover page: SUPERBELLS ® Cherry Star Calibrachoa hybrid

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.

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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.

6

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.”

8

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

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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.

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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.

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The Proven Advantage

15

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.

2

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.

7

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

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