Page 20 - Free State Winter 2022 - Website Version

CULTIVATING COMMUNICATION A Wendy Brister

The native plant movement, along with interest in plants
overall, grew during the COVID pandemic. Customers
were able to spend more time outdoors, on social media,
reading articles, and listening to webinars – and there
was a large amount of native plant content to be found.
Butterflies and birds were colorful and entertaining,
while the notions of low input gardening, stormwater
management, and backyard habitats sealed the deal.
When trying to capitalize on this “growing” market
(and yes, the pun WAS intended), start with the plants
that already sell well for you. Trying to maintain an
inventory of every native plant to the Mid-Atlantic is not
only challenging for your staff, but overwhelming for the
customer.

In our case, sun loving plants like Echinacea, Rudbeckia,
Aster, and ornamental grasses were already top sellers as
well as reliable garden plants. So, let’s take Echinacea as
an example. Echinacea PowWow White and ‘Ruby Star’, or selections
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1. Start with the straight species – Echinacea purpurea. This from a series – like Sombrero , KISMET or Butterfly .
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plant should always be in stock, and your quantities These ideas can be used across many other genera of
throughout the season should demonstrate to your perennials, as well. Seasonally you could do a push like
customer that you are committed. When you have your this with Rudbeckia, Aster, and ornamental grasses. As well
native plant event, consider stocking 50+ Echinacea as a similar push for shade loving native plants like ferns,
purpurea (depending on your footprint) – fill an endcap! Heuchera, and Tiarella.
2. Next, select 3-4 cultivars and carry substantial numbers
As we “grow” these native plant gardeners, we must
of these as well. Make your selections based on current
remember that many are new to any type of gardening.
research, availability, and color variation. Some of my
We want to support them in their new endeavor and
favorites are Echinacea ‘Sensation Pink’, E. ‘Glowing
provide plants that are easy to grow and garden worthy.
Dream’, E. ‘Fragrant Angel’, and E. ‘Julia’. Each of these
We do not want them to fail (we want them back to
cultivars rated well in recent trials, are documented
buy more); and when frustration sets in, we should
to still attract pollinators (yes, cultivars can still be
be available to ease their concerns. Possible ideas for
beneficial to pollinators), and provide an assortment of
support include:
color. This group of plants would also warrant end cap
• Instruction on how to use a plant ID app (tags always
placement as a group – allowing the customer to not
get lost and even experienced gardeners forget plant
be too overwhelmed with the selection.
names)
3. Last, carry an assortment of other Echinacea at
varying price points in smaller quantities, as your • Host a native plant expert session that might be
budget and space allow. This is where your die-hard, available at a set time each week for customers to
master gardeners and garden club members will go come in and ask questions. This could be someone on
to buy a few new additions to their garden – just to try. your staff, a partnership with a local gardening group,
You might want to include seed grown varieties like or even a professional presentation. I know when I

20 WINTER 2022 • Free State News