- Executive Director, Stakeholder Relations & Industry Growth - Canada
- Marketing Manager - Chicago IL
- Grower and Project Planner Vertical Farming - Aarhus - Denmark
- Territory Manager - Brazil/South America, Argentina, Ecuador, Columbia
- Sales manager
- Head of Sales
- Specialist Kwekersrecht en Merkenrecht
- Sales Manager - Germany
- Associate Director International Procurement: Produce - Berlin
- International Procurement Manager - Berlin
Top 5 -yesterday
- "This strategic partner powerfully strengthens our logistics capability"
- Rare plants accidentally sold at Lidl and B&Q being listed online for thousands
- Syngenta Crop Protection acquires two bioinsecticides from UK developer
- PanAmerican Seed continues charitable give-back
- CAN: Trucker shortages increase
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:
- 2022-01-19 Marketing challenges in 2022 and how to solve them
- 2022-01-19 “As an industry, we need to bring the message that people can improve their life with flowers”
- 2021-11-24 How digital marketing can boost floral sales
- 2021-11-19 Cut chrysanthemum Ilonka stars in promotional campaign
- 2021-10-26 'Increasing Demand and Satisfaction in the Floral Industry'
- 2021-10-21 Fall marketing ideas for floral businesses
- 2021-10-18 De Jong Plant B.V. expands product range with patio and balcony plants
- 2021-09-09 “New, unique varieties deserve one-off marketing concepts”
- 2021-08-31 “We are overwhelmed by the increasing need for floriculture consulting since the pandemic”
- 2021-08-31 Study on the active role of flower shops in the commercialization of roses in Mexico
- 2021-05-27 Sahid Nahim talks innovation at EMC Go Live Event
- 2021-05-24 New Covent Garden Market’s British Flowers Week is back in bloom
- 2021-05-04 Design thinking within the floral industry
- 2021-04-30 UK: Garden Day back for third successive year
- 2021-04-12 These common houseplants reduce carbon footprint most
- 2021-04-01 Ecuadorian roses now transported upside down
- 2021-03-10 US: How to improve the image of the carnation?
- 2021-03-09 5 inspiring women leaders, business owners in the floral industry tell their story
- 2021-03-05 US: New merchandising program to promote pollinator gardens
- 2021-03-05 No more plastic for potted bulbs