Campaign set to push UK plants

A national campaign to promote bedding plants to the public will be launched by the British Protected Ornamentals Association (BPOA) next spring.

The "Plant Colour Now: Six Weeks in Spring" campaign will aim to show the range, versatility and value for money of bedding plants and the quality of UK products.

BPOA members and retailers are being asked to contribute a minimum of £100 each for a £12,000 marketing campaign organised by the Flowers & Plants Association (FPA). Some £2,500 has already been donated.

The six-week promotional period of bedding and other protected ornamentals will begin during the RHS Chelsea Flower Show in May. TV, radio, consumer and trade press, shows and conferences will be targeted.

BPOA marketing committee chairman James Alcaraz said: "There has been little or no advertising (of) the UK plant market. The FPA gets 300,000 hits on its website a month so the returns on investment will be colossal.

"We need the retailers involved. In the past, the mistake has been that growers have been all fired up to grow all this stock but no one's known about it. We are trying to attract young gardeners who are a bit intimidated by garden centres."

FPA chief executive Andrea Caldecourt said the main aim of the campaign is "to get people to buy bedding for the first time".

At the Woking Nursery Exhibition earlier this year, Alcaraz said: "If we don't do something to promote ourselves in the long run, the bedding industry will go."


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