Page 24 - Free State Winter 2022 - Website Version

GROWING FORWARD A Leslie Hunter Cario

Expanding the Reach to

Customers through Online

Plant Sales

n the current day of being able to purchase just about way for them to purchase large trees without having
anything over the internet, have you wondered how to visit a garden center or have a landscaper provide
Ithis translates to the nursery industry? We’ll look at a installation. Both types of online sales fit well within
selection of wholesale nurseries offering online sales, to Raemelton Farm’s business model, as working with
both wholesale and retail customers, as well as some existing operations means that the online front end,
retail operations that are offering online sales to retail website, communications, and payments side of things
customers. These operations offer insight as to whether have already been developed, and they don’t have to
the adoption of online sales resulted from the pandemic, dedicate staff to these efforts. These systems allow staff
and how sales have trended over the past few years. to aggregate the retail orders, dig, and stage the plant
They’ll also help us to understand how the online offerings material within groups for carrier pickup in order to be
fill a niche for consumers and how the online sales fit efficient. Working with these two entities provided a way
within a company’s business model. These nurseries offer to diversify customer type and also have the logistical
a unique perspective about how the inclusion/adoption challenges of providing large trees to retail customers
of online sales has been beneficial and which aspects addressed by those who already have a system in place,
are viewed as the drawbacks. The nursery operations rather than having to be an expert or hire an expert to
interviewed indicate that online sales of plant material create the platform. As Steve mentions, these firms are
can be a viable part of their businesses. still relatively new and doing a new thing, so sometimes
availability can be a challenge, but they will continue to
Raemelton Farm is a wholesale tree farm providing
try to make online sales work. For the majority of growers,
caliper size B&B trees in Frederick County. The operation
Steve notes that it’s likely best not to try to run the online
is known for its quality plant material, including some
sales on your own, but he says that “he is optimistic that
organic offerings, as well as leading the way testing
the concept of working with an existing platform will
out sustainable practices. Owner Steve Black notes that
become a robust sales channel for a wholesale grower.”
Raemelton Farm’s online plant sales to the trade through
Landscape Hub began about four years ago, while The Perennial Farm, a primarily wholesale perennial
its direct retail online sales through Bower and Branch nursery located in the Baltimore area, but also offers
began about three years ago. With getting started just in-person retail shopping on Saturdays. Products include
prior to the pandemic, Raemelton Farm saw many more an extensive collection of landscape-sized flowering
retail inquiries for plant material, however this did not perennials, grasses, ferns, groundcovers, vines, and
result in greater sales, as only online landscaper sales shrubs. Tom Watson, the nursery’s Director of Marketing
actually increased. The trees sold through Bower and and E-Commerce, shares that The Perennial Farm
Branch do fill a niche for retail consumers, providing a Marketplace opened for online sales in 2013. Around five

24 WINTER 2022 • Free State News