Wave Petunias partnering with Anne Geddes for 30th anniversary

The garden industry is abuzz with all the ways Wave Petunias from PanAmerican Seed is celebrating its 30th anniversary in 2025. Adding to the excitement, at this year's California Spring Trials, the Wave brand announced it has formed a special artistic collaboration with globally renowned photographer Anne Geddes, whose book "Down In the Garden" (Cedco Pub, 1996) took '90s pop culture by storm, depicting adorable babies posed in charming garden settings. The Wave x Anne Geddes collaboration includes an exclusive artistic print for Wave Petunias by the artist, as well as a national retail sweepstakes this spring where one lucky winner will receive an Anne Geddes baby photoshoot in New York City.

The exclusive print was recently unveiled at a rooftop event in downtown Chicago during Expo Art Week. Members of the media and PanAmerican Seed gathered to highlight Anne Geddes' work with Wave Petunias and celebrate the brand's 30th anniversary. Guests enjoyed hearing the artist's insights on the collaboration and had the opportunity for one-on-one interactions with her, all while enjoying stunning views of the city skyline.

"Working with Anne Geddes was amazing and a natural fit for Wave because she understands the fragility, hope, and promise of early life stages. Just like our greenhouse growers who believe in nurturing young seedlings to bring color and happiness to the world, Anne's art brings smiles to many faces," says Sarah Makiejus, Global Marketing Manager for PanAmerican Seed and Wave Brand Manager. "Extending our partnership into the retail sweepstakes in garden centers is the perfect icing on the cake for our milestone year! The nostalgia and joy expressed by the public have been exciting to experience."

The photoshoot for the exclusive print happened last December and featured colorful Wave Petunias on set. Varieties like Easy Wave Rose, Plum Vein, and Berry Velour were included, along with over a dozen charming young models with expressive faces, making the final artwork truly heartwarming and endearing.

"Every baby is a reminder of possibility, innocence, and beauty," says Anne Geddes. "What I love about this collaboration with Wave is how it unites the purity of childhood with the vibrance of nature. There's something magical about capturing a moment where both are in bloom."

This season, to boost engagement with Wave Petunias, shoppers across the nation will discover special Anne Geddes "baby bee" plant tags among their Wave Petunias in stores. These tags will be accompanied by point-of-purchase displays highlighting the baby photoshoot sweepstakes. Fans can buy a Wave Petunia and then scan the QR code on the tag to enter for a chance to win. More details about the contest are available online, and the sweepstakes runs from National Wave Day (May 3) through July 30, 2025.

To help growers and retailers make the most of the Wave 30th Anniversary consumer blitz and increased exposure, PanAmerican Seed has created a downloadable Wave Promo Kit webpage. This page is packed with marketing resources that stores can use to attract shoppers.

Additionally, a revamped "Add Your Business" tool will assist independent garden centers in making their store locations more accessible to shoppers. Wave fans can search by zip or postal code on the WaveGardening.com "Where to Buy" webpage to find the nearest store selling Wave Petunias and Wave Pansies.