Dutch perennial plant producer Darwin Plants hopes to raise at least £10,000 for the International Red Cross during 2005.
The company’s 2005 introduction, Helenium ‘Chelsey’, is being endorsed by Chelsey Lloyd to raise funds for the International Red Cross in memory of her father Terry Lloyd, the ITN broadcaster killed in Iraq in 2003.
Darwin Plants contacted Chelsey Lloyd through a family connection in the horticulture industry who, on spotting the plant’s name, saw the potential to tie it in with Lloyd’s fund-raising work with the International Red Cross.
The money will be sourced by charging an extra 25p on sales, to be matched with a 25p donation from Darwin Plants.
National newspaper and TV coverage of the scheme is anticipated, as is the backing of Terry Lloyd’s former ITN colleagues.
Darwin is urging stockists of the plant, available through the company’s limited edition PlantSpotters range, to capitalise on the marketing opportunity.
Marketing manager Miriam Young said: “This is something different. Often a rose may be named after a celebrity with money from its sale going to charity, but adopting this with perennials is really rare.”
Material highlighting the charity donation will be distributed to all participating Darwin customers.
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