S&G targets impulse buyers with its latest pelargoniums

New range of Pelargonium introduce to tempt impulse buyers.

S&G Flowers has introduced Fidelity, a new Pelargonium series from cuttings which offers an array of types, colours and features. The range was piloted with growers last year and released at IPM Essen last month. The UK launch is planned at the Garden Press Day being held in London next week. S&G ornamentals production manager Liz Hill said the “extra-large flower heads” were the main selling point but they also offered other features. Fidelity is available in three types — large, large with dark leaf and extra-large — designed to meet different market needs. The company believes the unique colours in each of the size ranges will create extra attention in-store and lead to extra sales from impulse buyers. The Fidelity range features 39 colours in total, including ‘Bright Scarlet’ and ‘Candy Rose with Eye’. S&G also hopes the strong flower shape and quality, along with “outstanding shelf life” in the greenhouse, retail outlet and garden, will win over both garden centres and their customers. A unique certification programme has been developed for S&G’s vegetative propagated lines to certify young plants and unrooted cuttings to give the security of a healthy start. The plants are sold as plugs in recyclable Xtrays and, with no membrane to hamper root development, the plants root more quickly in pots. A quick start ensures a more successful production, a company representative said. S&G Flowers is one of the leading brands of starting material for professional growers in the ornamentals industry. It is a division of Syngenta, an agribusiness committed to sustainable production through research and technology.

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