- Head Grower Greenhouse Canada
- Post Entry Quarantine Facility Manager
- Economic Policy Officer Agri-Tech Kentucky
- Licensing Manager North America
- Junior Sales Executive
- Fruit Breeder/Trait Discovery Scientist
- General Manager
- Regional Sales Manager – DACH Region
- Country Manager – Italy
- Country Manager – Spain
Top 5 -yesterday
Top 5 -last week
Top 5 -last month
Canada: Opening new markets for hardy landscape roses
Vineland leads the breeding, development and marketing of new rose cultivars, building on core strengths including consumer insights, genomics and business development to bring a fresh perspective to the marketing of landscape roses.
Extensive consumer research including branding concepts has been undertaken to position the rose collection in the marketplace and generate renewed interest in landscape roses with new and younger Canadians. The branding has been designed to celebrate the collective sense of Canada’s natural beauty while emphasizing the made-in-Canada story for resonance around the world.
The goal is to reinvigorate the landscape rose market in North America with high-quality plants and create a market into cold hardy regions of Europe. Using a creative and cohesive business strategy, the roses will be promoted as a collection. The first rose for release from the program in 2017 is the Canadian Shield, part of Vineland’s 49th Parallel Collection.
The Canadian Shield launch is a pilot project to validate Vineland’s assumptions around value chain, marketing and branding research. Market response and grower feedback will inform subsequent releases that will come to be known as the Vineland collection.
Vineland will manage the commercialization of the collection in Canada through direct licences with propagators, growers and wholesalers. All licensees are encouraged to ensure the branding and marketing elements of the rose collection are maintained for a consistent look-and-feel across the value chain. In other regions including the U.S. and Europe, Vineland will manage intellectual property rights and rely on partners for propagation, sales and distribution.
For more information:
Vineland Research and Innovation Centre
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 2023-01-19 Key Valentine's Day statistics to help you plan your holiday marketing
- 2023-01-18 AU: Cyclamen 'Mother's Halo' for motherless daughters in Australia
- 2023-01-12 "These are the must-have roses for gardeners in the US"
- 2023-01-11 "New about this concept is the digital product presentation for the consumer"
- 2022-10-31 A simple idea to increase online sales
- 2022-10-12 Floriade Expo 2022 prequel to Hortus, a sustainable urban district
- 2022-09-22 How to build an on-demand flower delivery app like Floward?
- 2022-09-08 India: Kerala smells a change, flowers bloom on farms
- 2022-09-02 Consumer trends are unique to each generation
- 2022-08-26 What should you be posting on social media?
- 2022-08-23 How consumer shopping continues to evolve after pandemic
- 2022-08-23 Market flowers to millennials and generation Z
- 2022-08-22 Costa Farms pivots to consumer marketing
- 2022-08-17 Why should all companies with an interest in the U.S. market participate in “That Flower Feeling“ campaign?
- 2022-08-17 Flowers sold at low price to avoid waste in Koyambedu
- 2022-08-12 "The consumer is not standing next to the plants with a laptop to see if they meet the right specifications"
- 2022-08-12 SAF's Petal it Forward on October 19, 2022
- 2022-08-09 National Garden Bureau rolls out six plant classes for the 2023 “Year of the” Program
- 2022-07-21 7 top Facebook trends for 2022 to incorporate into marketing strategy
- 2022-07-04 Schoneveld Breeding portal: more marketing materials available