Big Grower January 2019 - 9

Plant influencers
are becoming the
horticultural stars
of Instagram.
Last month, Pantone unveiled
the nature-inspired Living Coral
as the Color of the Year for 2019.
This color brings comfort and
familiarity to uplift us and make
us feel good, says Pantone. It's
" a shade that affirms life through
a dual role of energizing and
nourishing ... and reinforces
how colors can embody our
collective experience and reflect
what is taking place in our global
culture at a moment in time. "
To capitalize on this healthyliving
trend and need for
nourishment, retailers might
consider exploring creative and
engaging ways to emphasize the
benefits of plants and flowers
beyond their aesthetic or
aromatic value.
Look for more color inspiration
from Pantone during PMA's free
webinar scheduled for March
28. Pantone will share its newest
color palette and other insights.
Visit to register.
Consumers are paying more
attention to ethics and moral
values of companies. This
includes concerns about the
environment, sustainability,
production, labor practices and community
outreach, according to Euromonitor.
Sustainability certification for floriculture
Being around plants helps them to concentrate
better in the home and workplace.
PMA research indicates younger customers
also buy floral products to celebrate their
personalities and express moods. Color also can
create a mood and a respite.
Since 2016, PMA has partnered with the
Pantone Color Institute to provide a webinar
on color trends insights that includes color
palettes and color-think questions you can
use as inspiration for engaging customers and
increasing sales.
Pantone's 2017 Color of the Year was Greenery,
with green hues considered natural, organic
and healthy. The color continues to show up
in interiors. Pantone described Ultra Violet,
the 2018 Color of the Year, as a dramatic color
that communicates originality, ingenuity, and
visionary thinking associated with mindfulness
practices that offer solace to those seeking to step
back from hectic lifestyles.
Life is still hectic, so how does this bode for
future color and consumer trends?
ensures that farms provide safe, healthy and
equitable work environments. As consumers
become more socially and environmentally
concerned, so will growers, according to
PMA's Glimpse report. Farms will continue to
move away from " red-label " chemicals, while
certifications from the Rainforest Alliance and
fair-trade groups will become more commonplace.
PMA does not provide sustainability
certification, but this past summer we unveiled
the Ethical Charter for Responsible Labor
Practices, a joint initiative with United Fresh
Produce Association.
The Charter provides a baseline for
accountability and transparency that can be
widely understood, accepted and applied across
the global floral and produce supply chains. For
more information on the Charter, visit www.
PMA research indicates the industry will
continue to seek efficiencies in the supply
chain. In the U.S., farmers will seek to bypass
the conventional wholesale pipeline and
market directly to supermarkets, big box
retailers and consumers. This is becoming a
reality with e-commerce.
Thanks to the farm-to-table movement, some
independent chains and small grocers are
responding to customers' calls to do the same
with their floral merchandise. These requests are
based on customers' requests for transparency,
concern for environmental issues and ethical
sourcing, according to PMA's report " Trends in
Mass Market Floral. "
Urban gardens, big and small, containerized,
potted, or in field, will continue to grow in
popularity as the locally grown movement
increases in popularity, according to PMA's
Glimpse report. This will provide an opportunity
to increase sales in potted herbs, vegetables and
flowering plants.
In addition, consumers' desire for container
gardens with scaled-down versions of easy-care
plants is part of a larger back-to-basics-witha-twist
trend where there's more emphasis
on large pots filled with a single, impressive
statement plant.
Euromonitor asserts that while the middle
class will boom in Asia, in developed markets
like the United States and European Union they
will struggle to maintain their economic position.
The middle class is described as celebrating
how little something costs. To win the middle
class in developed countries, our industry needs
to emphasize quality and look for a new take on
value. There must be a balancing act between
premiumization and price.
Our industry must adapt to changing
demographics, economics and technologies
bringing new markets to the spotlight. Also, as
some geographic regions reach their maximum
potential, others will gain prominence for their
unexploited potential.
While e-commerce is growing, most floral
and plant sales are still taking place in stores.
Convenience and ability to shop at stores that
close at 10 p.m. or at 24-hour markets are a draw.
Ongoing access to sales data should help
both retailers and suppliers make informed
decisions about what's popular. Last year, PMA,
working with our Floral Council, identified the
need for such aggregated point-of-sale data.
Working with data aggregators, the industry can
now access such floral purchasing data across
U.S. supermarkets.
Big data and behavior-based analysis will lead
to greater personalization, signaling the end of
demographic-based marketing tactics according to Artificial intelligence
is allowing us to create customized consumer
experiences, which means millennials will likely
be the last to be marketed to as a generation.
In addition to consumer megatrends, tech
megatrends also will influence the mass-market
floral industry. We will continue seeing more
selling via social media and messaging,
internet-enabled subscriptions and other
innovative methods.
In a marketplace where botanists, growers
and crackerjack home gardeners can become
Instagram influencers who sell plants and flowers
from their small farms, apartments, or in popup
stores, we need to be nimble, creative and
responsive to customer needs and wants.
Trend research tells us that plants, produce and
flowers are white hot in culture right now; let's
make the most of it!
Becky Roberts is the director of floral and new
initiatives at the Produce Marketing Association.
She can be reached at

Big Grower January 2019

Table of Contents for the Digital Edition of Big Grower January 2019

Big Grower January 2019 - 1
Big Grower January 2019 - 2
Big Grower January 2019 - 3
Big Grower January 2019 - 4
Big Grower January 2019 - 5
Big Grower January 2019 - 6
Big Grower January 2019 - 7
Big Grower January 2019 - 8
Big Grower January 2019 - 9
Big Grower January 2019 - 10
Big Grower January 2019 - 11
Big Grower January 2019 - 12