leafjoy PLAYBOOK 2027
Premium leafjoy® Genetics Where We Start At EHR, we believe in the power of nature to improve people's lives. Houseplants allow us to bring nature and its benefits inside. What We Believe Historically, houseplants have been sold without the accurate identification or proper care instructions necessary for consumers to provide adequate plant care. We believe it's unfair for plant lovers to venture into caring for plants without knowing what a plant needs. leafjoy tagging helps build better relationships between people and plants. The Plant Company sets people up for success. To achieve that goal, the grower partners exclusively with leading plant breeders around the world, working side by side with them to scout and develop houseplants with robust genetics and resilient performance. Your Customers After experiencing the thrill and success of growing one healthy houseplant, many people get hooked. As their confidence blooms, they buy more and more plants, filling their indoor world with natural beauty.
Jason vanWingerden and Frank Paul The Plant Company co-owners
Survey Solutions A S URVEY OF 2, 000
HOUS EPLANT CONSUMERS ACROSS NORTH AMERICA AS KED HOW THEY S HOP AND W HAT THEY WANT. HERE'S W HAT THE
RES EARC H FOUND:
78%
OF CONSUMERS POLLED SPENT $50 OR MORE ON HOUSEPLANTS ANNUALLY.
That's why leafjoy provides a variety of purchasing options with more than 150 varieties and innovative product lines such as the leafjoy H2O series and leafjoy littles.
76%
OF CONSUMERS PURCHASED PLANTS AS A HOBBY OR FOR PERSONAL ENJOYMENT.
leafjoy makes purchasing plants a better experience by offering descriptive tags that help support growing success.
59%
OF CONSUMERS PURCHASED PLANTS ON IMPULSE.
leafjoy H2O, Terraform Terrariums, leafjoy littles and powerful consumer-facing POP help retailers capture impulse buyers.
78%
OF CONSUMERS SHOP PRIMARILY AT INDEPENDENT GARDEN CENTERS.
Partnering with leafjoy, America's top houseplant brand, shows your intention to meet your customers' demand for excellence. LEAFJOY PLAYBOOK 2027 | 1
H2O BOWL Open cork, 4" container height 7" to 10" plant height
H2O DECO RING No cork, container is a 4" tube in a 5" ring.
leafjoy H2O® Containers
H2O MINI
Closed cork, 6.5" container height
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H2O ELKHORN LAKE No cork, 6" container height 6" to 10" plant height
H2O PINT Open cork, 4" container height 7" to 10" plant height
H2O VENTI Open cork, 7" container height 14" to 16" plant height
H2O SHENANDOAH
No cork, 5" container height 7" to 10" plant height
The Easy-Care Houseplant
Caring for houseplants can be intimidating, so leafjoy H2O® was developed to be the easiest houseplant a consumer will ever own. These unique and innovative hydroponic plants come in a wide range of novelty containers that are perfect for impulse or gift sales.
Keeping it Fresh leafjoy H2O plants thrive on water alone - no soil and no fertilizer needed. They arrive in elegant glass containers, with new styles available. Ask your EHR representative about new styles when placing orders.
Nearly No-Care Houseplants for Easy-Care Indoor Gardens leafjoy H2O can be used in any light condition - on a desk, nightstand, kitchen counter or anywhere else the consumer can imagine - and thrive for six months to one year or longer.
leafjoy littles®
The PROVEN WINNERS® LINE is ready
Available in irresistible 9-cm containers, leafjoy littles® make easy impulse purchases for consumers seeking a lower-price-point entry into indoor plants. They appeal to novice collectors' desire to nurture and learn about houseplants without the pressure of a larger, more expensive plant.
• Innovative, high-quality houseplants in a sample size • A wide assortment of unique and colorful varieties • Proven Winners®-branded containers and tags provide immediate shelf recognition 4 | LEAFJOY PLAYBOOK 2027
What Makes leafjoy® Tags Special? 1 T R UE TO L IF E An informative photo shows the final result.
2 W H AT ' S T H IS CA L L E D? Each tag includes the Latin name, the leafjoy series, and the official variety name. No mystery here!
3 W H E R E S H O UL D IT G O? Check the 'WHERE TO USE' section for location preferences. Customers will know right away where to place their new plant.
4 CA R E D E TA IL S , P L E A S E .
Because consumer success matters, each tag includes nearly everything the consumer needs to know.
5 WA IT ! T H E R E ' S M O R E ! Each tag features a QR code that lets customers enter the world of leafjoy with online tips and information. Proven Winners leafjoy profile pages include maintenance notes, links to similar plants, and an amazing amount of detail.
2026
LEAFJOY PLAYBOOK 2027 | 5
Terraform® Terrariums
Terrariums offer customers a way to add garden flair anywhere. Terraform Terrariums are the carefree way to bring nature to any indoor space. These selfcontained ecosystems thrive without pruning, watering or fertilizing, making them foolproof options for indoor gardeners. Great for gifts, impulse buys, collectors, miniature gardeners and more, they're sure to boost year-round sales.
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LEAFJOY PLAYBOOK 2027 | 7
leafjoy® DocBlock® EHR is excited to offer the vibrant and unique line of Anthuriums from DocBlock® through leafjoy®.
The NEW DocBlock® Premier™ collection from leafjoy gives your customers a reason to keep coming back for an ever-changing selection of premium hybrid Anthuriums. Houseplant collectors and aroid enthusiasts will be delighted by the award-winning breeding from Dr. Jeff Block that brings new and exciting varieties of velvet-leaf houseplants to your garden center.
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bring nature inside®
leafjoy® Canopy Collection™
30+ Canopy Collection™ varieties, selected from the leafjoy littles® and Premium collections. Explore a classic houseplant style in a new way with the Canopy Collection from leafjoy. This carefully curated line of hanging baskets features premium varieties chosen for their outstanding cascading or climbing performance. The Canopy Collection allows anyone with limited floor space to bring the joy of houseplants to a home or office. With more than 30 varieties handpicked from the leafjoy littles and Premium collections, plus a selection of containers, there's something for every houseplant lover.
LEAFJOY PLAYBOOK 2027 | 9
Climb-itt™ Houseplant Supports
Easy, Sustainable and Fun Easy
By providing the natural texture found in the jungle, Climb-itt™ supports attract aerial roots, encouraging them to attach and grow to their full potential.
Sustainable Solutions The new Climb-itt™ plant supports from leafjoy® are the sustainable choice in climbing and vining houseplant poles. These 100% plastic- and chemical-free supports are designed with climbing plants' natural habitat in mind.
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Sustainable
Climb-itt Houseplant Supports ™
Plastic PVC poles and coco fibers sprayed with harmful chemicals are now a thing of the past. Your customers expect more, and so should you. Made of elephant grass and potato skins, Climb-itt by leafjoy® is the first all-natural, fully biodegradable plant support system.
Fun
Watch your climbing and vining houseplants thrive with support poles, clips and wiring that actually encourage them to grow, just as they would in nature.
The EcoClips, made from the same all-natural materials as the support poles, bend with the growth of the stem, allowing the plant to develop naturally without the risk of pinched sap flow. You can even water your plants through the center of the pole to prevent spillage and evaporation, putting water at the roots of your plants where it's needed.
POLES
PLANKS
FLEXSTAKES
ECOCLIPS
ECOWIRE
LEAFJOY PLAYBOOK 2027 | 11
From Everyday Favorites to Coveted Finds
From proven favorites to remarkable finds, EHR makes it easy to build a leafjoy® assortment with range.
A balanced houseplant assortment gives every shopper a reason to stop. leafjoy brings together two distinct categories: Premium Varieties for broad appeal and Boutique and Collector's Editions for customers seeking the unexpected.
Premium Varieties Premium Varieties form the foundation of a strong leafjoy assortment. These top-selling, in-demand houseplants combine exceptional quality with broad consumer appeal. Consumer-friendly tags make selection easier and help shoppers buy with confidence.
Boutique and Collector's Editions Boutique and Collector's Editions showcase distinctive genetics and uncommon beauty. Their elevated price points create stronger margin opportunities, while memorable color, texture and form give shoppers something truly worth collecting.
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2026
Endless Cascades Shining Sea Star™ Hoya carnosa
Two Ways to Order
Deco Reload Bundle
BUYER'S CHOICE Custom à la carte ordering With Buyer's Choice ordering, you can work with your EHR representative to build customized à la carte leafjoy orders from The Plant Company's weekly availability of finished plants, better accommodating the individual needs of larger retailers. Reorder as often as you wish to quickly replenish and add new varieties to your houseplant inventory. Buyer's Choice orders may include any combination of leafjoy 9-cm, 12-cm or 17-cm potted plants, leafjoy H2O, Terraform Terrariums, Climb-itt and Canopy Collection products.
GROWER'S CHOICE Easy to order bundles Ordering wholesale houseplants shouldn't feel complicated. With Grower's Choice ordering, you can quickly select from one of The Plant Company's carefully curated bundles. Each Grower's Choice bundle includes a unique, well-assorted combination of top-selling leafjoy products based on weekly availability of finished plants. These easy-to-order, easy-to-sell bundles were built with insight from The Plant Company's Product, Sales, and Research and Development teams to ensure each option is uniquely designed to save you time and keep your shelves stocked with ease.
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Mixed Canopy Bundle ITEM
UNITS
9 cm Canopy
72
12 cm Canopy
48
TOTAL ITEMS
120
Glass Only Bundle
ITEM
UNITS
ITEM
UNITS
™
Climb-itt 19" Pole
36
®
H2O Bowls
12
Climb-itt™ EcoClip (15 pk)
50
H2O Deco Ring
24
Climb-itt™ EcoWire 5 pk
25
H2O Elkhorn Lake
32
9 cm Upgrade
48
®
12 cm Upgrade
24
H2O Pint
12
®
Small Terrarium
16
H2O Mini
20
H2O® Bowls
12
H2O Shenandoah
32
H2O® Deco Ring
24
H2O Venti Bowl
12
H2O® Elkhorn Lake
32
H2O® Shenandoah
32
TOTAL ITEMS
299
New Traditional Bundle
®
®
®
®
Small Terrarium
32
Medium Terrarium
12
TOTAL ITEMS
188
New Climb-itt™ Bundle ITEM
UNITS
ITEM
UNITS
9 cm
48
9 cm
96
12 cm on Climb-itt
24
12 cm
72
™
17 cm on Climb-itt
12
17 cm
30
Climb-itt™ Display
1
TOTAL ITEMS
198
TOTAL ITEMS
85
™
Wondering what a Grower’s Choice Bundle might look like in your retail space?
The Deco Retail Display Bundle This Grower's Choice bundle is the perfect solution for independent retailers looking for an elevated houseplant display. This metal-and-wood rack comes with top-selling Proven Winners leafjoy products grown by The Plant Company.
Deco Display Bundle QUESTIONS? Contact your EHR representative for current availability, pricing, and order details.
ITEM
UNITS
9 cm Premium Upgraded Containers
48
12 cm Premium Upgraded Containers
24
Small Terrarium
16
H2O Deco Ring
24
H2O Elkhorn Lake
32
H2O® Shenandoah
32
Display Rack
1
TOTAL ITEMS
177
®
®
LEAFJOY PLAYBOOK 2027 | 15
Your leafjoy® order is on its way!
Shipping through the Seasons
Consumers have come to expect the same level of houseplant availability regardless of the season. In fact, many retailers say winter and spring are their busiest seasons for indoor houseplant sales. leafjoy® is no exception.
The Plant Company's Cold Weather Protocol ensures each leafjoy order is meticulously packaged and shipped with extra care when adverse weather conditions are forecast along shipping routes. This protocol helps protect your plants from cold damage in transit so they arrive at your retail store happy, healthy, and ready to sell. Route Optimization: EHR's Logistics Team uses advanced weatherforecasting tools to optimize shipping routes. leafjoy orders come carefully boxed on pallets or can ship on CC racks for customers who qualify.
READY TO PLAC E YOUR leafjoy ® ORDER? Contact your EHR representative to receive current leafjoy availability, pricing, freight, and order placement.
EHRNET.COM
16 | LEAFJOY PLAYBOOK 2027
Fast and Reliable Shipping The Plant Company's greenhouses are conveniently located near major shipping lanes in Virginia, allowing leafjoy orders to reach your retail stores quickly and consistently.
Shipping Options Climate-Controlled Trucks and FedEx Freight: For larger leafjoy orders, half- and full-truckload shipping options are available using refrigerated trucking, helping retailers take advantage of lower freight costs and faster delivery times. For smaller and at-once orders, EHR works with FedEx Freight for the most efficient deliveries.
Retailer Support and Marketing Solutions
Proven Winners® Support Train Your Staff—The free Certified Garden Center Training Program has been educating garden centers for more than 20 years. Sign up today to make sure your staff is up to date on the leafjoy program. Once your staff is certified, you can list your inventory online.
Connecting With The Consumer By offering leafjoy in your store, you unlock the power of the Proven Winners brand year-round. Every single day, Proven Winners communicates its promise of quality plants and products, consistent performance, and unmatched support. The brand reaches consumers directly, building exposure that benefits your garden center. Proven Winners' broad-reaching marketing campaigns inspire consumers to seek out Proven Winners-branded products and drive buyers into your store looking for leafjoy plants. No other brand does more.
Social media star Britt Parrish of botanicallybe.com
Learn more at
provenwinners.com/training Amplify and Localize Proven Winners National Marketing— The Connect+® marketing solutions program helps you boost visibility and draw attention to your store. Learn more at provenwinners.com/connect-plus Make it Easy to Shop Local—The Find a Retailer tool on the Proven Winners website makes it easy for consumers to find your store.
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CONTACT OUR SALES TEAM
Email: info@ehrnet.com Phone: 800.214.2221 939 Helen Ruth Dr. Ft. Wright, KY 41017 ehrnet.com