Plants enhance your life. That is the idea behind a new brand that Bayview Flowers recently launched. With Living House the Canadian grower focuses on the growing number of plant purchasers.
The team of Bayview Flowers at PMA Fresh Summit 2019.
“We thought it was important to establish a brand that caters to the needs of today's plant purchasers while simultaneously offering value to our direct customers”, Collin Szmyrgala explains. “The Living House brand focuses on offering benefits that are important to the growing number of plant purchasers such as easy to care for and unique varieties, more eco conscious packaging, and extending the purchase experience online where consumers can learn more about the benefits and care of plants.“
The Signature series
Collin thinks more growers are beginning to invest in branding for similar reasons. “It is a way in which a company can differentiate their product or program in a marketplace with an ever growing selection of plants that are all calling for attention. One of the main challenges of starting a new brand is getting the name out there, so consumers can recognize it and request it from their local retailer(s). Over time, we hope consumers will recognize the brand in the marketplace as a product line they can trust, to meet their needs."
Bayview Flowers first introduced the brand at PMA Fresh Summit and so far, reactions have been positive. “Consumers and wholesalers or retailers appreciate our effort to promote sustainability. People are increasingly becoming aware of the effects of climate change and genuinely want to do more to reduce their carbon footprint.” Living House plants are grown through the use of more environmentally friendly growing practices which include using recycled water, biological pest controls, and alternative energy sources such as solar and biogas.
The brand has four collections, Signature, Live Easy, Live Bold, and Live Healthy, based on market research. “We learned about what people care about the most when it comes to their plant purchases, and ease of care (Live Easy) and visual appeal (Live Bold) were two of the top most desirable features. Our Live Healthy collection features a selection of plants that have been proven through numerous scientific studies to act as natural air purifiers, by helping to produce oxygen and remove harmful VOC’s (Volatile Organic Compounds) from indoor environments. Our Signature collection comprises of plants that make great gifts for both the green thumb that has it all, and entry-level plant enthusiasts looking for something extraordinary that is also resilient and easy to care for.”
Collin says that the launch of the brand has created excitement both internally and with their customers. “In turn, this excitement helps drive further innovation and development which ultimately leads to the creation of even better products.”