“Founded in 2012, the concept was to introduce new and improved low-maintenance varieties and provide after purchase support like seasonal care reminders as a way to relieve younger consumers' fears and make success in the garden easy. Ten years later, the concept is more relevant than ever as we see young homeowners, with the same lack of experience and fears, become a dominant segment at the garden center,” says Kevin Cramer, marketing manager at Van Belle Nursery Inc when talking about Bloomin’ Easy. Over the last decade, the Bloomin' Easy concept has taken off.
Bloomin' Easy founder, DeVonne Friesen holding a Pink Dynamo™ Hydrangea serrata. This is one of their new superstar varieties they will be promoting heavily to North American consumers in spring 2023
How it started
The concept was founded by DeVonne Friesen and the team at Van Belle Nursery, a Canadian wholesale nursery that ships both young plants and finished plants across North America. The idea behind the concept is to help the up-and-coming generation of young homeowners in North America turn their homes into the easy-care landscape of their dreams. Working together with world-class breeding programs, they introduce new and improved genetics to the North American market that are unique, low-maintenance, compact, disease resistant, and offer extended flowering—such as reblooming Hydrangeas like Pink Dynamo™.
Presentation in retail is key
Like any new brand, it takes years to gain consumer awareness and trust within the supply chain, especially in the plant business. “Bloomin’ Easy is fortunate to have grown as fast as it has in just ten years. We believe the greatest marketing moment happens at the time of purchase in the garden center, and thanks to our fine grower and retail partners, the brand has been presented incredibly well in retail. It’s because of them that Bloomin’ Easy is where it is today.”
How to become a Bloomin Easy variety?
Bloomin’ Easy currently has 43 varieties in the collection, including a dozen Southern varieties introduced at MANTS ’22, and are set to release nine new varieties at the Cultivate show this summer.
But, before a new plant variety selected from a breeder can earn the Bloomin’ Easy label, it must complete a thorough trial process that involves testing propagation, growing, and performance in the pot and in the landscape. For this, the company also has a trial network of partners in different regions of North America so they can get zone hardiness and regional performance information before bringing a new variety to market.
“The traits we look for in a new release end up being what makes them special to the market so we can see that the recipe is working. In addition to the plants themselves, the market also likes our variety specific Care Support we offer with each plant.” Aesthetics like flower and foliage colors and form are what the market comments on the most.
Plans for the future
When asked about Bloomin’ Easy’s future, Kevin said, “We’ve been testing a line of perennials and plan to roll out an official Bloomin’ Easy perennial collection in the next few years. The pipeline of new genetics combined with our network of exceptional partners gets us very excited for the future.”
For more information:
Van Belle Nursery
34825 Hallert Road
Abbotsford, BC V3G 1R3
T: 1-888-826-2355
F: 604-853-6282
www.vanbelle.com