"Are you urban?" Richard Petri from RiPlant got to the bottom of this question on behalf of the well-known breeding company Sakata in the summer of 2021. A total of 4,000 representative households in four northern European consumer countries were surveyed. Where and how do people in these countries live? Do they have access to a balcony or garden? What benefits do they associate with plants, and where do problems occur?
The results were comparable in all countries, Petri explains. "The vast majority of the population lives in urban and suburban residential environments. Almost all of them have access, albeit often limited, to outdoor spaces and think positively about plants. However, they need more help in caring for them."
This was the basis for the concept development YoUrban®. Here, few but flowering varieties play the main role. "However, a rapid expansion of the YoUrban® plant range is not excluded," Petri adds.
The YoUrban® roof garden
New about this concept is the digital product presentation for the consumer. "Using images taken in 3D, consumers can move freely around a roof terrace and pick out examples for their own balcony or view plant information at certain touchpoints. The virtual tour can be played in different cities and is made accessible to a wide audience on the new website www.yo-urban.eu. The QR code, which is widely communicated on flyers, labels, and packaging, provides direct access via smartphone."
An eye-catching, sustainable paper sleeve was developed for the live product presentation at the point of sale. "This makes the YoUrban products even more visible in retail, and the sleeve also improves product shelf life, especially in non-specialist retail, as extensive shelf-life tests have shown."
All those interested in the YoUrban concept can experience the products live in the Discovery Center at IPM and walk through the roof garden even more vividly using VR glasses.
For more information:
RiPlant GmbH
Richard Petri,
Am Heidehof 24, 14163 Berlin, Germany
Email: richard.petri@riplant.com
https://riplant.com/