Marketing programme planned for plant of the centenary

Blooms of Bressingham has announced a dedicated marketing programme for RHS Chelsea Flower Show plant of the centenary Geranium 'Rozanne' to reach beyond the traditional gardening audience into the mainstream consumer market.

Company president Gary Doerr said: "The 12 million-plus plants sold to date worldwide is just the start. If we look to the marketplace of all homes with outdoor spaces, not just of those who are 'into gardening', this is a tiny fraction of what can be sold. Even better news for the UK supply chain is that the vast majority of those plants already sold didn't come into the UK.

"Despite the surge of sales that followed 'Rozanne' being voted plant of the centenary last spring, the market here is largely untapped. That goes for the professional landscaping market too.

"'Rozanne' is an amazing landscape asset, having the flower power of an annual over a long blooming season, but without needing to be replaced each year. Its performance quality makes it more cost-effective than a host of plants commonly used for ground cover."

'Rozanne' has its own logo, has taken on a distinctive persona for social media communications and is ramping up activity on Facebook and Twitter, with Pinterest to follow shortly.

In May, in time for this year's Chelsea Flower Show, Blooms of Bressingham will launch a dedicated website to present the plant to the "beyond-gardening audience as an easy-to-grow, easy-to-buy outdoor decoration".

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