Following the successful launch of its environmentally sustainable flower bunch tags last season, Helix Australia continues to use this branding vehicle to help position its premium suite of Waxflower varieties with discerning Australian florists.
The switch to a branding approach which utilized a much reduced amount of plastic and land- fill was a key driver of this packaging switch.
Adrian Parsons, Helix Australia Managing Director said given the large breeding investment in developing its range of premium waxflower hybrids it was crucial the varieties were differentiated and branded in the wholesale market channels.
"Many of the Australian wholesale florists who procure Helix Waxflower also market and price these varieties as Helix so it is crucial the florist can identify the branded waxflower in their orders," said Parsons.
Wafex is the exclusive licensed grower and distributor of Helix waxflower in the Australian market and exclusive branded grower programs have always been a key strategic pillar in their marketing strategy
Ryan Musson, Wafex Procurement Manager echoed Adrian's views that the Helix branded waxflower bunches have really established their presence amongst Wafex's core wholesale clients.
"There was initial skepticism with the branded tags as the Australian wholesale market is dominated by branded plastic sleeves from both local and overseas growers," said Musson. "But now our wholesalers demand and expect to see these bunch tags every time they procure Helix waxflower from Wafex."
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