Chairman Raymond Evison, who was awarded the Pearson Memorial Medal at the HTA conference this month, said he categorises amateur breeders as those who are not working for big breeding companies but who are producing interesting new plants. He said his aim is to "be able to help them get their plants to market and not get lost on the way or get fobbed off on a cheap deal".
"We want to encourage breeders in producing the diversity of plant material. I think we, the RHS, aren't reaching our target population yet."
He said the campaign might be at the HTA National Plant Show in June 2017 to spread the word. Evison added that he is keen to talk to plant societies and national collection holders too to find the widest variety possible of new plant material.
Speakers at the 9 November event will include David Kerley talking about breeding and marketing plants for the commercial market; Plantipp and Concept Plants' Peter van Rijssen covering introducing and managing award-winning new plants to a worldwide market; Jonathan Ward from Ginger Horticulture on using imagery to help sell new plants; and Steve Austin, head of product development for Plant Marketing International, who will be talking about plant collecting in Australia and Japan.
Evison has applied to be at the RHS Chelsea Flower Show 2017 with Guernsey Clematis Company on a seaside-themed stand featuring a base of sand and 6ft-high "waves" with clematis underneath.