BPOA to launch Home Grown brand label

The British Protected Ornamentals Association (BPOA) has announced plans to use the Home Grown mark after looking at research showing that consumers were more interested in local provenance than Union Jack logos when making purchasing decisions.

BPOA marketing committee chairman Ian Riggs, who looked at original research by growers Morris May and Bill Godfrey, said he believed a Home Grown mark will "have the widest possible appeal to both growers and retailers".

Riggs said: "We have looked at the original research, which maintained that people were not that turned on by the Union Jack or 'British Grown' or 'Home Grown' and found that what people were really interested in was provenance of the product - is it local? Who was it grown by? This appeared to be very important to people.

"There's still this great love for the Union Jack. We will probably end up looking at some form of compromise. We will use the words 'Home Grown' and probably try and incorporate the Union Jack and space for people to put 'Grown in West Sussex' or 'Grown by Joe Bloggs'."

He continued: "The BPOA is keen to take it on but we want to do it right and we may take a little bit of time to do this. We believe that Home Grown has huge potential - that the concept is a good concept. But with all these things you have to ask: 'How is it going to be delivered?'

"We would like it to be a trademark as well, but that's not always easy. The objective is that we make it appealing and recognisable to consumers. If it doesn't appeal to them, we will not have succeeded.

"It has to have a message that's understood by consumers, so growers feel comfortable that it holds the message and that retailers are on board.

"We are trying to move as fast as we possibly can. We appreciate that we have to move at a reasonable pace and we would like to launch it in time for the spring season. That's why we have agreed to have a meeting on 3 November (at Ball Colegrave) to just discuss the Home Grown brand."

Riggs added that a recent BPOA members' day at Hortipak and Early Ornamentals was well attended.

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