With the pandemic having forced people to remain indoors, consumers’ interest in interior design and healthy living has reportedly spiked. There to meet that demand is Bayview Flowers, a producer of ornamental flowers based in Jordan Station, Ontario and mainly servicing eastern Canada and the US.
In 2019, the company launched its LivingHouse® brand which includes various succulents, tropical foliage and other indoor plants with the goal of improving consumers’ quality of life. “Since the launch of LivingHouse, we have received a lot of positive interest. Bayview Flowers has expanded its signature collection of unique foliage and succulents and are continuing to trial new plant varieties that we think people will enjoy,” says marketing manager Evan van Staalduinen.
The team of Bayview Flowers at PMA Fresh Summit 2019, presenting LivingHouse®
Bayview Flowers has also coupled this expansion with a major update to the LivingHouse website, which now includes a searchable database that provides all essential plant care information and details the numerous collections within the brand. Aside from its Signature collection, LivingHouse also three other collections: Live Easy, Live Bold and Live Healthy. Each collection consists of various species that are long-lasting and easy to care for (Live Easy), colorful and textured (Live Bold), and proven to purify the air (Live Healthy).
The website’s update also included a plant registration feature, which allows consumers to register their LivingHouse plants on the website and calculate their Breathe Better™ score. According to Evan, this score provides a general rating of air cleanliness through an algorithm that estimates certain species’ ability to remove specific volatile organic compounds from the air. Moreover, online plant registration allows consumers to collect badges based on the number and types of plants registered, which can then be shared on social media.
“Our new website is totally consumer-oriented and seeks to garner more engagement on social media. There has been a lot of excitement and engagement around LivingHouse at a consumer level,” says Evan. According to Evan, the development of brand recognition surrounding LivingHouse is largely due to major efforts within the marketing department, specifically those of Ruth Van Gurp.
The demand for ornamentals during COVID-19
Evan explained that the demand for green plants remained strong throughout the pandemic as consumers began spending more time at home and looked for ways to improve their indoor environment. Similarly, sales for green plants in 2021 are strong and has prompted Bayview Flowers to expand its greenhouse production in the coming year in order to meet the rising demand. Through this expansion, the company will focus on growing unique foliage items.
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