Why Brand At All?

As I started down this road of branding our product line, I have come to realize how truly beneficial this will be to all of us, as well as our industry. Eaton Farms has been preparing for this brand for years and we have worked very hard to lay a solid foundation of support. The burden of the brand is huge. No longer can quality be compromised. No longer is any sale a good sale. Every sale made now must also be in support of the brand. We need to say out loud that we have changed the way wholesale nurseries operate!

Before the brand, as with any nursery, credit was the determining factor on whether or not one made a sale. And for some, importance of credit quality was secondary to just making the sale. But now with a brand to protect, our first concern is to support the brand promise of quality and success. Our second concern is to protect our customer base via exclusivity. Our third concern is where our brand is sold and by whom.

Eaton Farms has accepted responsibility for our crop well beyond the nursery. No longer is it acceptable to sell seconds; no longer is volume primary to discount; no longer is it acceptable to lower a price because a crop has reached mature shelf life; no longer is it acceptable to sell to anyone other than industry professionals. The burden has been placed on our team to grow only the highest quality material, and all else is to be thrown out. The brand has also changed how our sales team is developed, and how sales are conducted. Hardiness becomes huge. No more pushing the envelope on zone hardiness. Responsible sales are zone-sensitive sales. Our sales people have to be more than just order takers.

Some of our base has expressed a concern with brand recognition, and the fact that our pockets are not deep enough to support the brand. Our program will be, and is supported via our customer base. Brand recognition will be realized due in large part to our network of suppliers with a defined market area. We do not have the burden of coast to coast recognition, but only that of a defined market area.

Commitment to our base through exclusivity is also new to the industry. It is not a secret where our stock is sold. The old way of sales was to be concerned with shipping efficiency, and efficient road time for reps. The meaning and message was “sell to every garden center, regardless of who or when.” This approach destroyed any differentiation between Garden Centers or the quality of stock they carried. We are up-front with our customers on where and who carries our brand. Our commitment continues through inventory availability. No longer are sales being made because you can pay us and you called us. Several questions must be answered first. Current customer? Competing customer? Professional customer? Protected inventory for existing customer needs? All these questions must be addressed because we brand our line, and our commitment to the brand promise and the success of those who carry it.

The hidden benefit of branding is this: Product ownership will make all your suppliers accountable for plant quality, value and success. Branding goes so much further than I realized. I’m sure my customers and potential customers don’t yet realize how our decision to brand dictates that the already high standards in place at Eaton Farms rise even more.

And most importantly, branding may be the trigger that finally gets our industry professionals to be paid as professionals. Branding very well may be the way to educate the retail public on the value of what we do. It will promote the fact that there is a difference between the professional and the pick-up truck landscaper. And that the difference is measurable and realized in the landscape’s benefit, performance and longevity, and usefulness to both the homeowner and the environment.

Setting the Record Straight to Avoid Further Confusion

This one caught me off guard, I must admit. Pennsylvania Pride is the exclusive brand of nursery products grown and produced by Eaton Farms — ONLY! Some of the confusion occurred when a few customers mistakenly thought that “Pennsylvania Pride” represented a state-wide nursery marketing program inclusive of all Pennsylvania growers. This is not the case! Pennsylvania Pride branded stock originates only from Eaton Farms in Leesport, PA. It is our brand and no other grower sells stock under that brand name but us.

What is not confusing however is the growing demand for Pennsylvania Pride products from you and your customers. Consumers prefer to purchase branded products, and this has been proven true in your sales yards. Our outstanding picture tags have communicated the message successfully. That message, for the first time in our industry, is being delivered directly to the homeowner. It is a message of responsibility, pride, quality, and value, from a grower willing to stand by his products.

3-Year Homeowner Guarantee — WOW!

The response by you and your customers has been right on the money! Reports are coming from all areas of purchasing decisions being made based solely on the brand and the guarantee. Price concerns have all but been eliminated from your customers’ purchasing decisions.

The guarantee by itself will not succeed without the brand association. Any guarantee by itself is immediately discounted by your customer. However, anyguarantee offered direct from the manufacturer (grower, in this case) on a branded product is immediately accepted at face value. The consumer recognizes that the grower is committed to standing behind the guarantee when needed. Again, without the strength of the Pennsylvania Pride brand the guarantee becomes simply a gimmick — with the Pennsylvania Pride brand it becomes a promise!

We have repeatedly stressed that our brand and all it represents is of exceptional quality. It is evident in the packaging, tagging, attractiveness of product and total value offered to the customer. Everything about it says “premium quality.” Our brand promise is that when the consumer purchases our nursery stock they can have the confidence that the grower has taken every step conceivable to make sure that tree or shrub will survive and thrive in the home landscape.

The guarantee represents that promise in a tangible way. The two things — the brand and guarantee — are designed to work in tandem.

Pennsylvania Pride Trees and Shrubs have performed very well in your sales yard. Take a moment to walk your yard today. Look closely at the shelf life of your nursery stock. Evaluate your suppliers today. Our product performs better, looks better and is grown better! A large part of what we do on the nursery is designed to extend your selling season. I know you’ll see the difference in our product.

Truthful Talk

I was very concerned with how our brand and guarantee would be perceived and received by your customers. While I was highly confident in our programs, the real test was with you and your staff in the sales yard. I had customers who got nervous and removed our guarantee tags when their order was delivered. Understandable. I had customers call to ask if we were sure before spring hit if we really wanted to follow through on this. I had customers call after only a week or two and ask for more tagging — they couldn’t believe what was happening in their yards. And, I have customers who still refuse to take part.

Here are just a few quotes from our customers. The reports are the same in all areas, and I’m sure you’re seeing the same!

SUELKE GARDEN CENTER SELLERSVILLE, PA.

Faith Suelke: Customers love the idea.

SPAYD’S GREENHOUSES FLEETWOOD, PA

Mike Spayd, Owner: Pennsylvania Pride products are pulling customers away from our other suppliers’ product. Tagging and labeling is making the difference. When our customers have a choice and where the plant is the same, they choose the guarantee.

FARMER’S DAUGHTER AUBURN, MA

Cindy Post: The 3-Year Tag sells the tree all by itself. Confidence in Pennsylvania Pride products has been raised up. Branding program does sell more plants! Pennsylvania Pride products do look nice, package and stock.

LAKEVIEW NURSERY LUNENBURG, MA

Rich & Michelle: Excellent, incredible selling tool! Distinguishes o.k. plants from great plants. Customers are now beginning to ask for Pennsylvania Pride and the guarantee by name.

I have shopped the Depot and Wal-Mart several times. The really good news is that these guys are still failing at running their nursery departments and the quality of material is truly poor. Not just words, truly poor! But remember, where they beat all of us is in the merchandising, customer count and using silent salespeople. Together, with the Pennsylvania Pride brand and the associated marketing support, we’ll continue to take back our industry and restore the value in our services!

top