Consider two small towns in the heartland of America: Each has an established small grower; and, both have been invaded by a “Big Box” store. A few years later one grower is bankrupt! What about the other grower? Surviving; and, THRIVING!!!
WHY did one grower finally give-up and close its doors?
HOW did the other grower not only survive but thrive in the shadow of a Big Box?
To answer these questions, we visited over 80 greenhouse, garden centers, and nurseries in the past two years. we have collected their data and information including marketing strategies, maintenance of market share, promotional plans and programs, product mix, value-added ideas, agri-entertainment, advertising, demographics, pricing policies, and market channels.
Our objectives were to determine:
How are small growers (wholesale and/or retail) coping with current trends and changing customer preferences?
How are small growers competing against the Big Box?
What lessons can growers learn from our research results?
How can growers incorporate these results into their existing marketing program?