Page 26 - Free State Winter 2022 - Website Version

GROWING FORWARD (Continued)

LEFT AND ABOVE
LEFT AND ABOVE
Red Columbine (Aquilegia canadensis) growing in the greenhouse at Direct
Red Columbine (Aquilegia canadensis) growing in the greenhouse at Direct
Native Plants.
Native Plants.
Adkins Arboretum staff organizing plant material for the Spring Plant Sale.
Adkins Arboretum staff organizing plant material for the Spring Plant Sale.
Www.gardenforwildlife.com was launched to expand
the habitat reach of the Garden for Wildlife™ program, a
explains that online horticultural sales was already an 50-year-old program of the National Wildlife Federation.
area identified for horticultural expansion, and Direct It is based in Reston, Virginia and provides online
Native Plants made its start prior to the pandemic. sales of native plants to retail customers in thirty-six
Retail customers had been contacting the wholesale states currently, distributed by its regional network of
operation in search of native plant materials, and the growers. Head of Garden for Wildlife™ Mary Phillips
online sales provided an opportunity to reach a larger and her team ensure that these regionally-appropriate
audience. The first and second years of the pandemic native plant collections are curated to provide new
were years of high growth, and while sales still continue and seasoned gardeners easy access to quality native
to grow, the rate is less rapid than when the online sales plant material, DIY garden designs, and to provide the
were brand new. Direct Native Plants’ niche is to provide opportunity to make the greatest positive impact on
native plants to retail consumers, to be shipped from its wildlife. Online sales, launched in 2021 after a multi-year
nurseries in Maryland and Illinois. The online sales fit well planning process, empowers gardeners and maps their
within the company’s business model and has provided direct impact to wildlife. The business has seen 300%
an opportunity to expand the customer base and YOY growth. The niche filled by Garden for Wildlife™
have fun working out logistical challenges. Additionally, is providing native plants with the highest value to
expansion to a second location has helped with shipping wildlife that gardeners can easily purchase in collections
costs, delivery time, and overall reach. A drawback with native to where they live. With growers adhering to
the online sales is that gardeners are hands-on people, strict standards of sustainability and plant health care,
and without the opportunity to handle plants before customers know that they will receive quality plant
purchasing, Direct Native Plants has compensated by material. Revenue generated by these plant sales is used
providing excellent customer service. As Natalie noted, to support the National Wildlife Federation in its mission
there are extra costs involved with selling online to retail of “uniting all Americans to ensure wildlife thrive in a
customers vs. the wholesale portion of the business, rapidly changing world.” The ability to shop by state
however the company’s leadership believes in the value of and zip code makes it easy for customers to directly
providing native plants through this platform. get plants native to their ecoregion. The challenge has

26 WINTER 2022 • Free State News