Syngenta flower brand KADO launches at Waitrose

Syngenta Flowers is behind the new urban flowers brand that has launched at Waitrose supermarkets.

Syngenta Flowers said: "KADO is an easy-care outdoor flowers brand, created for the amateur urban-dwelling gardener with a fear of gardening centres and concern about not being very good with plants."

The brand is aimed at 30-something urbanites: "KADO repositions what a garden can be, and celebrate what success can look like. Developed primarily for sophisticated thirty-somethings, the KADO™ plant is irresistible. It brings out the spontaneous gardener hidden in doubt or fear of killing plants." The twitter hashtag is #ThisisMyGarden campaign.

Syngenta added: "In a category dominated by horticulture experts, KADO’s launch campaign targets an urban-dwelling, time-strapped audience who don’t have the space or knowledge for a conventional garden."

Former Dobbies and Wyevale Garden Centres' horticulture head Neil Fishlock has been researching for the brand.

Waitrose said that "KADO is growing the flowers" and "due to the patent they are unable to just give out information" on a special soil "which is full of the nutrients that plants need to grow, this means all you need to do is make sure you water the plant every few days, this allows it to be low maintenance to look after."

Syngenta tested KADO flowers with 95 urban dwellers with little to no gardening experience, to understand if KADO dark red geraniums were indeed better and easier to look after than plants grown in the conventional way.

"After a 12-week period the data shows that approximately 80 per cent of participants considered KADO dark red geraniums to last longer, grow faster and to have a brighter colour. Furthermore, 84 per cent of participants agreed that they were an enjoyable plant to grow.

"The KADO team have been testing our patented soil formula in our greenhouses for more than two years. 22 varieties of living flowers have been tested so far, and we will continue to expand so that we only launch the best products to the market."

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