HortWest 2012-03

B.C. Landscape & Nursery Association Publication

March 2012

in Big W for UPPER LEVELS

TOP TRENDS

FIND OUT WHAT AN

URBAN KNIGHT IS

MARCH 2012

EDITOR Sheila Keenan DESIGNER Uniquity Design ADVERTISING Suvan Breen | t. 604.575.3516 HortWest is the newsletter of the BC Landscape & Nursery Association.

For further information, contact us at: Suite 102, 5783-176A Street Surrey, BC, Canada V3S 6S6 t. 604.574.7772 | f. 604.574.7773

BARB NELSON Special Events / CanWest Assistant Manager | 604.575.3503 / bnelson@bclna.com Contact for: CanWest Hort Show, auction, golf tournament, AGM

DAVID ADKINS Landscape Industry Development Coordinator | 604.575.3510 / dadkins@bclna.com Contact for: Landscape issues including standards and bylaws, landscape certification programs, Landscape Awards of Excellence

HortWest is owned by the BC Landscape & Nursery Association, and is published 10 times a year. Views expressed inside do not necessarily reflect the attitudes of the Association, but are those of the writer concerned.

Material may not be reprinted from this magazine without consent of the publisher.

All advertising and editorial material are to be received one month in advance of mail out date.

HortWest is mailed under Canadian Publications Mail Product Sales Agreement N. 0288608.

This magazine is printed in Canada by Hemlock Printers.

e h t e v Sa e!

Dat

BCLNA DIRECTORY

HEDY DYCK Industry Development Manager 604.575.3505 / hdyck@bclna.com Contact for: Grower issues, education and labour, environmental farm planning, P. ramorum certification

HEIDI HENDERSON Membership Administrator 604.575.3502 / hhenderson@bclna.com Contact for: Membership services, CRM administration (Membee), CanWest registration

KAREN DE JONG CanWest Hort Show / Marketing & Communications Manager 604.575.3504 / kdejong@bclna.com Contact for: CanWest Hort Show, general marketing

LESLEY TANNEN Executive Director 604.575.3506 / ltannen@bclna.com Contact for: Board of Directors

MARVYN BROWN Finance Manager 604.575.3507 / mbrown@bclna.com MICHELLE LINFORD Program Administration Assistant | 604.575.3511 / mlinford@bclna.com Contact for: Website & Communication Administration

SUVAN BREEN Sales Associate 604.575.3516 / sbreen@bclna.com Contact for: HortWest ad sales, CanWest Hort Show booth sales, event sponsorship

JOY DEMELO Landscape & Certification Administrator | 604.575.3501 / jdemelo@bclna.com Contact for: certification registration, landscape commodity events and meetings, Landscape Awards of Excellence

2012

Vancouver Convention Centre (West)

Show: September 19 – 20, 2012 Tours : september 21, 2012 EQUIPMENT FIELD DAY: OCTOBER 3, 2012

www.CanWestHortShow.com For booth space contact suvan breen: sbreen@bclna.Com; 604.575.3516

Cedar rim Nursery

7024 Glover Road, Langley, BC 604-888-4491 www.cedarrim.com

2 | HortWest March 2012

The Valley’s Largest Retail/Wholesale Nursery. Open 7 days a week to meet all your Landscape needs.

We are BC’s Supplier of Tree Gator Watering Bags

MESSAGE FROM THE PRESIDENT GET ON IT AND GROW The spring season is upon us and everything we do for the next weeks will set the tone for the following months. Sunshine in the spring is the difference between just another year and possibly a great year.

With great weather, people get inspired by being able to spend time in their gardens, jobs get finished on time and on budget and owner and staff attitudes seem to be better. We can’t do anything about the weather, we can’t do anything about the world economy but we can do everything about the attitude we take into every situation.

More and more people are recognizing the benefits of connecting to nature, even if they live in a tiny space.

In the message I wrote for Green for Life! Your 2012 Guide to Healthy Gardening in BC, I advised readers to “just plant something,” even if only a simple tray of herbs on a windowsill. The theme was that gardening is for everyone, everywhere. Our industry is here to help everyone garden, no matter the challenges involved.

Helping people solve their problems is why we have work to do. Without problems we would have a hard time making a living. This spring be a problem solver and you will have the foundation of a great year to come no matter the weather.

Green for Life! Magazines are available for pick up at the BCLNA office. Or, thanks to Ed, Diane and Joe at Eddi’s, you can have them shipped with your regular Eddi’s order. Make sure you have plenty of copies to hand out to your clients and customers. Get maximum promotional use out of Green for Life! by getting your copies early and stamping them with your company name. This year’s issue is also being distributed with both GardenWise and BC Home magazines for a total circulation of 70,000.

Sandy Mathies, President B.C. Landscape & Nursery Association

BOARD SYNOPSIS MONDAY, FEBRUARY 20, 2012

The Clean Plants program has now been revamped

with a clearer, cleaner look. Administration of the program has been moved to the CNLA office in Milton, Ontario. BCLNA will continue to train and assist CNLA staff with the program. A new C. buxicola module is in development, aimed at assisting growers to minimize their risk of spreading this new disease through the wholesale nursery chain.

BCLNA featured an Urban Oasis Courtyard Garden

ON THE COVER:

at this year’s BC Home and Garden Show. The garden was designed by David Adkins, BCLNA’s Landscape Industry Development Coordinator, in collaboration with Art’s Nursery and Gemstone Masonry & Landscape Supplies Ltd. Elements included new precast landscape walling products.

This year’s show which attracts thousands of visitors, was held Feb. 22 to 26 at BC Place Stadium.

Colour, eco-scaping and "urban knights," are three of the top garden trends for 2012. Find out all about these and more top trends on pages 9 to 10.

BCLNA’s 2012 Education Program is in development. There will be several workshops and seminars in the new few

months. Keep your eyes on HortWest and your Friday Files for updates. The first workshop was a pruning workshop held Feb. 28 at Art’s Nursery.

BCLNA is working with the CNLA to lobby Agriculture

and Agri-Food Canada to provide a dedicated person at the AgriStability office in Winnipeg to assist with nursery growers' AgriStability files. Currently, the nursery industry's multi-year, multi-variety, multi-size products, sold on the open market, don't mesh well with the AgriStability program so complex nursery files take much longer to process than those from other sectors.

Producers who want to participate in the 2012 AgriStability Program need to contact the BC Ministry of Agriculture (BCMA) before April 30.

This is for producers who did not participate in 2010 or 2011. Producers who participated in 2010 or 2011 will automatically receive a package from the BCMA. To request a New Participant Package:

Call toll-free 1-877-343-2767, visit www.agf.gov.bc.ca/AgriStability or email agristability@gov.bc.ca HortWest March 2012 |

3

KEEP CURRENT MARCH

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Canada Blooms Direct Energy Centre, Toronto www.canadablooms.com

Women's Arboriculture Conference Tigh-Na-Mara Resort Parksville www.womenarborists.ca

APRIL

1 2 3 4 5 6 7 8 9 13 14 15 16 17 22 23 24 27

Earth Day! www.earthday.ca

Vancouver Dahlia Society Annual Tuber Sale, VanDusen Botanical Garden info: Evelyn Crawford 604.437.8395 evelyn.crawford@shaw.ca

10 18 25 28

Soils and Urban Trees Conference 2012 UBC www.ufis.ca/soil2012.php

MAY

1 2 3 4 11 12 21

A Growing Affair, UBC Botanical Garden www.botanicalgarden. ubc.ca/growing-affair

Landscape Certification Exams Pacific Horticulture College, Victoria bclna.com

11 12 19 20 21 26 29 30

Planet Day of Service www.planet dayofservice.org

5 6 7 8 9 10 13 14 15 16 17 18 19 20 22 23 24 25 26 27 28 29 30 31

NEW MEMBERS Final Approval The BCLNA welcomes the following new members as of the February 20, 2012, board meeting:

Tentative Approval

Amix Recycling, Shayne Brown, Chilliwack, Associate

The following companies will become BCLNA members at the next board meeting unless a member provides a valid reason for not accepting the application:

Mainland Floral Distributors Ltd., Fred De Boer, Aldergrove, Active Grower

Architek Sustainable Building Products Inc., Ron Schwenger, Vancouver, Associate

Oakridge Landscaping & Garden Services, Keith Grahn, Burnaby, Active Landscaper

Colorful Seasons Nursery and Landscape Ltd., Yan Ping Gu & Alex Sin, Richmond, Active Retailer

Outdoor Aspects Landscape Design, Vince VanBeelen, Vernon, Active Landscaper

Force of Nature, Gardening For Special Events, Ronya Lake, Saanich, Active Landscaper (Interim)

Nathanael Meier, Aldergrove, Student

Gemstone Landscape Supply Ltd., Jim Paquette, Surrey, Associate

4 | HortWest March 2012

BCLNA NEWS BULLETINS NEW HORTWEST EDITOR, MICHELLE MANSON WELCOME TO NEW HORTWEST EDITOR

New HortWest Editor, Michelle Manson

As of the next issue, HortWest will have a new editor. Michelle Manson’s interest in writing and design lead her to complete Simon Fraser University’s communications degree program, where she discovered her professional calling: publishing. Having worked as a horseback guide in college, Manson felt right at home taking on the challenge of Assistant Editor at B.C.’s longest running publication, BC Outdoors Magazine. With experience in graphic design, marketing and technical writing, Manson is ready to combine her experience and enthusiasm into producing HortWest Magazine.

The Wheelbarrow of Booze was won by Rene Duineveld, Port Kells Nurseries. The Bidding Card Cash Reverse draw was won by Frederick Munn, West Creek Farms.

A huge thank you goes to all those who donated, those who volunteered their time and those who supported the auction by snapping up some great deals.

GROW YOUR BUSINESS!

Outgoing editor Sheila Keenan says she has greatly enjoyed her time editing HortWest and meeting and working with BCLNA staff and members. She is moving with her family to Edmonton, where her husband has a new job.

25 YEARS OF FUNDRAISING, FOOD & FUN.

Over $27,000 was raised at this year’s fundraising auction held on February 7 at United Flower Growers.

Approximately 100 people attended the 25th Anniversary Celebration Fundraising Auction. Dinner was served by two different catering trucks, Slingers Mobile Food and Mangal Kiss. People who attended the auction claim that this was the best food ever at an auction.

Port Kells Nurseries was the big bidder and received a gift certificate for one night’s accommodation in a deluxe harbor view room at the Coast Coal Harbour Hotel along with a $50 gift card for breakfast. Other winners: The 50/50 draw was won by Len Smit, Kato’s Nursery (2007) Ltd.

Food Trucks were a hit at fundraising auction

CanWest Hort Show: September 19 & 20, 2012 Under the Green Roof at the Vancouver Convention Centre. Although it is only March and CanWest is still a solid six months away, now is a great time to consider your presence at this year’s show.

Are you looking to grab some end-of-season sales?

How about kickstarting your 2013 sales? Are you launching a new product or service this fall to B.C.’s green industry?

CanWest is western Canada’s largest horticultural trade show and this is the place to be if you want to access B.C.’s green industry buyers including landscapers, garden centres and nursery growers.

Trade shows continue to be a leading source for providing business opportunities between buyers and sellers. You just can’t beat face to face communication especially in selling green products.

In the next five issues of HortWest, look for tips and advice that will help you make the most of your trade show booth.

CanWest is an established show of 31 years with exhibiting companies ranging from regional business to internationally known companies selling brand name products. Reserve your booth space now while there are still premium spots available.

Contact Suvan Breen at 604-575-3516 or sbreen@ bclna.com. There are a variety of booth sizes and prices to match any budget.

HortWest March 2012 |

5

FOCUS ON BOXWOOD INDUSTRY IS NOT BOXED IN—ALTERNATIVES TO BOXWOOD

By Brian Minter

Today we face many business challenges, perhaps more than ever before, from failing economies, politics, fast changing trends, supply-demand cycles and more recently a myriad of serious pest and disease problems.

As if Phytophthora ramorum was not enough, we now face boxwood blight (Cylindrocladium buxicola) in B.C.

Left: Euonymus japonicus 'Green Spire' Right: E.j. var.

Microphyllus 'Moncliff'

The resilience of our industry should never be taken for granted. We work well together within our own associations and with relevant government agencies to identify the nature of the problem and look for the most well thought out solutions. We are also open and transparent, creating an awareness of the issues and establishing long term credibility and trust. The current challenge is something Europeans have been living with for years, and yet they still grow millions of boxwood each year. So, our situation in B.C. does not mean the end of boxwood; it means simply that there is a new challenge to growing and selling them. Eventually either more resistant varieties will be developed or an effective control will evolve. In the short term, however, we have to be transparent and protect the end consumer as they will always be our future. We cannot put them at risk.

The most immediate solution is to provide consumers with effective boxwood alternatives and there are many because of the versatility of this plant. From compact mound forms and slender columns to hedging walls and large ovals, boxwoods are used for many uniquely different purposes.

The plant family most closely aligned with boxwood is the large family of Japanese holly. Originating from Japan, Korea and Russia, it looks more like boxwood than holly. Ranging in hardiness from zone 4-6, they represent a very large family. The most popular genus Ilex crenata is I.c. ‘Convexa.’ It has a wonderful sheen on its convex leaves and will vary in size from 2-3m tall

6 | HortWest March 2012

and wide in both sunny or partial shade. It’s ideal for hedging to single planting where it could be pruned into any shape.

Other Ilex crenatas to look at are: I.c. ‘Beehive’ (1.2 x 1.5m); ‘Bennett’s Compact’ (1 x 1.2m); ‘Chesapeake’ (2 x 1.5m) and I.c. ‘Compacta’ (2 x.2m). Varying from zones 5-7, all need well drained soils and will tolerate some partial shade. All can be pruned as a specimen or used as hedges. I.c. ‘Helleri’ is one of the most compact that needs no pruning and eventually will reach only 1m tall and 1.2m wide, making it a great low maintenance hedge.

Columnar boxwoods have become quite popular recently, and llex crenata ‘Sky Pencil’ is one of the closest replacements. Reaching up to 2-3m tall and growing only .75-1m wide, it’s a great low or screening evergreen that is ideal as a specimen or hedge. Hardy to zone 5, it prefers sun and is quite at home in containers.

Although hardy to only zone 6, Euonymus japonicus ‘Green Spire’ is an unsung hero for a columnar container, for a specimen or a medium to large hedge.

Growing only 1-1.5m wide but 2-3m tall, it’s a deep rich green and requires minimal care.

Speaking of euonymus, the ‘box leaf’ varieties, like E.j. ‘Microphyllus’, are ideal replacements for Buxus ‘Suffruticosa.’ Growing only .3 - .4m tall and wide, it is a very slow grower that tolerates poor soil and extreme heat. The variegated form, E.j.

‘Microphyllus Variegatus’ (white and green) and E.j. var. Microphyllus ‘Moncliff’ (gold and green) are more colourful alternatives. All are rated zone 6, but with some leeway to zone 5.

Boxwood is very shade tolerant. Perhaps one of the most underused evergreen hedging plants is Sarcococca hookeriana humilis (Himilayan Sarcococca) (zone 5). This little beauty has intense perfume in January and February. It grows only .5m tall and 1m wide and with a little pruning it can be kept very compact for a beautiful year round appearance. The introduction of sarcococca ‘Fragrant Mountain’ and ‘Fragrant Valley‘ has added another dimension to this wonderful plant.

After 30 years of enjoying our Irish yew hedge around our rose garden, I’m really impressed with the extreme weather and pruning tolerance of Taxus baccata ‘Fastigiata.’ Taxus x Media ‘H.M Eddie’ is one of the seedless varieties that remains narrow (1m) and can be kept lower more easily for a rich green boxwood alternative. There are other varieties that have great potential for lower and medium hedging like the more compact spreading varieties. It’s interesting that places like Long Island, New York, use taxus almost exclusively for hedging, specimen plants and containers. Their hardiness and weather tolerance over the years make them very versatile.

Another overlooked gem for low to medium hedging is a unique compact hemlock, Tsuga Canadensis ‘Monler.’ It’s an outstanding choice for a very low maintenance hedge, specimen or screen. This zone 4 jewel grows in a very compact form (.75-1m wide and 2m tall) and prefers sun or partial shade.

I realize we have a problem with P. ramorum in Japanese azaleas, particularly in wet soils, but when I used to take tours to Japan, the one thing that sticks in my mind is the massive hedges of Japanese azaleas.

The hardier Kurume hybrids A. ‘Hino Crimson’ and ‘Hino White’ make wonderful hedging plants that look great year round, especially during their blooming period.

Left: Sarcococca hookeriana humilis Right: Tsuga canadensis 'Monler'

Business life is always going to be fraught with challenges, but the resilience of our industry continues to amaze me. The risk management scenario of boxwood is now being evaluated. For the near future, we will need to provide different plants that can fill a similar role. These are just a few of the alternatives that we can offer to our customers.

TLY

IEN N E V ON

C

We Offer Full Plant Service

...Look for our

BIG RED BARN!

EAST RICHMOND NURSERIES INC. 18431 Westminster Hwy., Richmond, B.C. V6V 1B1 Ph. 604 278-0976 Fax 604 244-2924 e-mail askus@erniplants.com

www.erniplants.com Photos: Monrovia (used with permission) HortWest March 2012 |

7

LANDSCAPE CLIPPINGS MORE ACCOLADES FOR UPPER LEVELS Winners of the 2012 National Awards of Landscape Excellence, including one from B.C., were announced during the 9th annual awards gala in Halifax. Upper Levels Landscape Management Ltd. was the winner of the John Deere Award of Excellence for Commercial Landscape Maintenance in the National Awards of Landscape Excellence.

Upper Levels won for its work on Park Royal Towers in West Vancouver. Lance Sharon, of Upper Levels Landscape, has worked on the 14-acre site since 1983.

The site now includes spectacular seasonal displays achieved using environmentally friendly maintenance techniques—all green waste is composted, no pesticides and very few synthetic fertilizers are used.

The company also won a BCLNA 2011 Landscape Award of Excellence for its work on Park Royal Towers.

installation, residential landscape construction/installation, commercial landscape maintenance, residential landscape maintenance, landscape design, grower of the year, and garden centre excellence awards.

Over 150 industry professionals, local government reps, educators and association staff from around the country attended the gala, an annual event dedicated to showcasing the highest level of professionalism in Canada’s landscape sector. Each province nominates members that are then entered into the national awards. There are seven categories: commercial landscape construction/

One vision: YOURS! Harnois has supplied thousands of acres of greenhouses around the world. Every project inspires a fresh passion and genuine interest to successfully bring each grower’s vision to life. Since 1965, Harnois has served the North American horticultural industry with expertise and leadership, in projects of all sizes, for production, propagation and retail space.

BARRY MCINTOSH

1 888 601 1783

HARNOIS.COM 8 | HortWest March 2012

GREENHOUSES

FOCUS ON NEW TRENDS 2012 TOP NINE GARDEN TRENDS Plants play a vital role in our lives. Besides beautifying our homes and gardens, they’re vital to our health and wellbeing. Plants elicit powerful positive emotions, revive neighborhoods, and influence everything from what we eat to life’s milestones.

Beauty and sustainability are key. Eric Liskey, deputy garden editor for Better Homes and Gardens magazine says that people want the “beauty and romance” of a garden with less work. “Gardeners want easy, low maintenance plants that give plenty of color.”

“Plants are no longer a luxury, but a necessity for our lives,” says Susan McCoy, of the Garden Media Group, which releases an annual garden trends report. “Plants can live without us, but we can’t live without plants.”

3

Here’s what McCoy and her team of Garden Media Group trend spotters see for gardening in 2012:

1

Urban Knight A growing army of ‘urban knights’ are creating oases wherever they can find a patch of earth.

They’re planting shrubs, flowers, edibles and pop-up gardens on balconies, in alley ways, and on the street. They’re even planting in abandoned buildings and walk-in shipping containers.

At the recent Chelsea Flower Show in England, the “urban grit” influence was evident in gardens that included wind turbines and reclaimed materials, watersaving plants and vertical walls. From yard sharing and raising chickens to ‘step gardening’ and harvesting rain water, urban knights are finding a new good life by getting grounded with the earth.

2

Eco-scaping

From rocks in the garden to rocks in the living room, nature’s influence can be found both indoors and out.

“Borders are blurring between indoors and out as nature becomes more important in our lives,” says Bobbie Schwartz, FAPLD, and president of the Association of Professional Landscape Designers.

“Many people want their gardens and their homes to be sanctuaries of tranquility, reflecting their ideal concept of nature.”

Occupy Local

People are “occupying” local farmers markets and joining CSA’s (Community Supported Agriculture) for fresh produce, plants and products.

“Farmers markets are our new backyard veggie gardens and are becoming our local grocery store,” says McCoy. According to the U.S. Dept of Agriculture, sales of locally produced food reached $4.8 billion in 2008.

They project that locally grown foods will generate $7 billion in sales dominated by fruit and veggies this year.

4

Conscious Consumption

According to the 2010 Cone Survey, 83 per cent of consumers still want to see more brands, products, and companies that support worthy causes.

“We’ve finally moved from “me” to “we” and consider our earth and each other when we purchase,” says McCoy.

5

Water-Watchers

Recent drought and regional water restrictions in many parts of the U.S., even in areas blessed with plenty of rain, there is a growing focus on seasonal water conservation and reducing residential run-off.

Many people are trying to grow plants, flowers and vegetables with less water. Hydroponic gardening is hot, allowing plants to grow year-round in nutrient rich solutions that actually use less water.

Photos pages 9 & 10: Joy Demelo

“Plants can live without us, but we can’t live without plants.”

HortWest March 2012 |

9

FOCUS ON NEW TRENDS

6

In Living Color

8

Neon colors, pop art and color blocking are influencing fashion on the runways to fashion in the garden. From Tangerine Tango, the new Pantone color of the year, to deep purples and soothing greens, colors are all over the landscape. With rich, gem-like colors you can create your own personal piece of paradise.

With the rise of smart phone technology, QR-codes, apps and Groupon, social living is bringing power to the people and consumers into the buying experience and making it easy for consumers to get in on everything from flash sales to secret finds. According to TrendWatching, ‘dealer chic’ is on the rise where securing the best deal is not just accepted- it’s admired.

7

9

Inner Gardening

Decorating our inner gardens with houseplants for better, healthier lives is now the new norm. These natural oxygen machines clean indoor air while bringing life to any room. Whether you want ferns, peace lilies or palms, bring nature in and green up your spaces for a better, healthier you. To learn more about the benefits of indoor houseplants check out www.O2forYou.org.

Seedlings

From the White House to the neighborhood schools, kids are learning how to grow their own food and take care of the planet. McCoy says we’ve ignored two generations of gardeners and need to get kids back to having fun growing things. She says the popularity of miniature gardens is ideal for kids and the young at heart to share the whimsical world of plants and appreciate the joy of gardening.

18598 Advent Road Pitt Meadows, BC Canada, V3Y 2G8 Toll Free 1-800-471-4448 Phone: 604-465-7122 Fax: 604-465-8100 inquiry@specimentrees.com

specimen trees

WHOLESALE NURSERIES LTD.

www.specimentrees.com 10 | HortWest March 2012

Techno-Gardening

RETAIL CONNECTION PRICELESS PRICING: PLAYING THE PRICE GAME TODAY

By John Stanley, John Stanley Associates

The book, Priceless, The Myth of Fair Value and How to take Advantage of It, by William Poundstone should be essential reading for anyone in retailing as it has some fascinating ideas on how to play the price game.

It implies that price is not always the driver we think it is, but there are still rules we need to apply.

Joseph Blair of Hortitrends in Ireland sent me a press release about Dunnes Stores in Ireland. It related to Valentine’s Day roses and the selling of bouquets of flowers. We all believe that prices go up for this occasion. Dunnes decided to play the price game and promoted "Half Price" boquets of a dozen red roses from €3.99 . Nothing wrong with the concept, except when you went into the store the cheapest bouquets of roses were €39.99.

It is interesting that both prices contained the same numbers in them, something that I suspect was not planned by accident. Perhaps they were hoping nobody would notice. One consumer did notice and complained to the Irish advertising standards authority, who agreed this was misleading advertising.

Another store I visited in Ireland put their prices on an arrow going downwards, again giving the impression the price had gone down in price, when in fact it had not. The shape of the price sticker was giving a subliminal message that the product was cheaper. I am not suggesting this is something unique to Ireland, it just happens that the two last examples I have come across come from that country.

Look at Your Pricing with New Eyes The examples above indicate that you do need to look at your pricing with new eyes and using the eyes of the customer. There is more to pricing than taking the buying price and doubling it, something some retailers still use as their pricing strategy.

William Poundstone talks about the different pricing strategies that make a difference to consumer perception. These include:

"Charm" Pricing There are various theories about how "charm" pricing evolved. One theory is that in the USA they used to have the dollar price and for imports from the UK the old penny price. These old penny priced products were considered to be of higher value than the U.S. products and the price often ended in 99, hence 1.99, 2.99, 3.99 and so on. These were called "Charm" prices because they increased sales.

Whether this is the true origin or not, research carried out by Kahneman -Tversley in the 1980s showed a 24 per cent increase in sales when a "Charm" price was introduced.

Continued on page 12

Spring is Coming We are back on Broadway!

David Hunter Garden Centers

Join u

s fo

GRAN r our OPEN D on Ma ING rch 24th!

2560 West Broadway, Vancouver | 604-733-1534 15175 - 72nd Ave, Surrey | 640-590-2431 www.davidhuntergardencenters.com HortWest March 2012 |

11

RETAIL CONNECTION One of the challenges today is the multitude of choice, both for the retailer and the consumer. It seems every supplier has a variation on a product and thinks it will sell better than the previous identical product from another supplier, but under a different brand.

Retailers need to make life easier for the consumer.

Pricing can play a role in this with the good, better and best product strategy. Consumers want choice, but limit that choice to three products that do the same job. In today's marketplace you may want to consider “super cheap,” “bargain,” and “premium” as three price strategies. The aim is that the premium and super cheap products are decoys so you can sell more of the bargain product and hopefully at a higher gross profit.

The bargain product should be perceived as the safe compromise choice for the consumer. Some handbag shops do this very well by displaying a few very expensive bags with the aim of selling you up to a more expensive bargain bag. This theory can be applied to a wide range of categories on the shelf.

Alternatively you can bundle products together and offer a new price strategy that makes it difficult for the consumer to identify single unit prices. The fast food industry often does this exceptionally well. The perception is that it is a bargain, but in the mix is a loss leader while other products have a higher mark up.

One of the most interesting stories on pricing in William Poundstone's book is the Free 72-ounce steak available from the Big Texan restaurant. The restaurant has become famous as a must-stop food outlet when travelling in Texas. The 72-ounce steak costs the customer $72 if they cannot consume it at one sitting.

If a customer can consume it in one sitting, the steak is on the house. This is a great non-linear pricing strategy that many consumers fall for. The good news for the restaurant is that management knows most consumers will be unable to consume the steak at one sitting and they will have to pay $72. It’s more than they planned to spend, but they hand over the money with a smile on their faces.

The message is there are so many ways to get the consumer to buy roses for Valentine's Day rather than deceive them with misguided price advertising John Stanley is a coach, consultant, author, speaker and trainer. He has been described as the “Retail Guru” and as the leading horticultural consultant in the world. Visit his website at www.johnstanley.com.au.

• Raw materials purchased in advance helps to ensure product consistency and availability.

Perfect Growing Media… Every Time Specializing in custom blended growing media for nurseries, greenhouses and rooftops ALL MIXES GO THROUGH A FINAL SCREENING PROCESS BEFORE DELIVERY. 42481 Industrial Way, Chilliwack, B.C. V2R 4H8 Ph 604-823-6688 Fax 604-823-7206 Email hjally@telus.net www.sumasgromedia.ca

• Multiple computers control the dosing equipment, increasing accuracy and speed. This makes it easier to offer competitively priced products.

• Non-invasive mixing equipment protects the structure and consistency of the media.

12 | HortWest March 2012 Sumas Gro-Media.indd 1

11/30/09 11:14:40 AM

FOCUS ON EDUCATION Red Seal Landscape Horticulturist Challenge Exam HortEducationBC is excited to announce that the Red Seal Landscape Horticulturist Challenge Exam is now available to write. The challenge exam became available at the end of January 2012. Becoming a Red Seal Journeyperson acknowledges your competency in landscape horticulture and ensures recognition throughout Canada without further examination.

To apply, complete the “Application to Challenge Inter-Provincial Examination – Landscape Horticulturist.” Send it to HortEducationBC by fax: (604) 430-0424 or email aingram@horteducationbc.com.

The application can be found on our website: www.horteducationbc.com You will need to provide proof of having worked a minimum of 9,720 hours, performing the tasks listed on the employer declaration and/or statutory declaration. Your combined work experience should cover at least 70 percent of the tasks (18 out of 25) listed on the employer declaration and/or statutory declaration. You can claim hours working for an employer and/or self-employment hours.

If you are a Certified Landscape Technician (CLT) in Ornamental Maintenance, plus one other module, you are eligible to receive credit for 1,000 hours. The cost of the exam is $120, paid to the Industry Training Authority (ITA).

For anyone who already has their Certificate of Qualification in Landscape Horticulture, you will need to write this challenge exam to receive the Red Seal designation. The Red Seal challenge exam is more practical and less theoretical than the previous exam. There are no specific regional questions, therefore the plant- and insect-related questions are common across Canada. Go to www.red-seal.ca for the National Occupational Analysis, which is the basis for the exam, and the exam counselling sheet.

For more information visit www.horteducationbc.com or contact Annika Ingram at HortEducationBC. Phone (604) 430-0422 or email aingram@ horteducationbc.com.

HortWest March 2012 |

13

Promote Your Business with Green for Life!

The 2012 edition of Green for Life! is hot off the presses and ready for pick-up at the BCLNA office.

The editorial content promotes sustainable horticulture practices and includes a complete listing of BCLNA’s member garden centres, as well as information on landscapebritishcolumbia.com’s referral service. The magazine, with feature content by Brian Minter, Gary Lewis and Ruth Olde, will be distributed in both GardenWise and BC Home magazines.

Magazines are free to BCLNA members. Members can pick up copies to distribute at the BCLNA office or have copies shipped with your Eddi’s order.

Retailers, stock up on copies of this magazine for your stores. Provide copies to your customers as a bonus gift with purchase, add it to your VIP mail-out or link it to your spring affinity program.

Landscapers, welcome your clients to spring and provide them with a complimentary copy of this first-class magazine. Include it with every quote you provide this year. Stamp the copies you distribute with your company name for maximum promotional value.

14 | HortWest March 2012

MARKETPLACE TO BOOK YOUR

Our Business is Growing Your Business

• A Wide Variety of Hardgoods Round & Square Pots, Plug Trays, Nursery Containers and More...

MARKETPLACE AD SPACE CONTACT

• Annuals and Perennials Rooted and Unrooted

• Custom and Stock Tags • Seeds • Sun Gro Soil Mix and Fertilizer JVK–Western Office

Suvan Breen, Sales Associate 604.575.3516 sbreen@bclna.com

o/a Crofton Grower Services 8168 River Way • Delta, BC

Ph: 1-800-498-7403 or 604-946-5641 bcinfo@jvk.net • www.crofton.ca

CLASSIFIEDS

Crofton2012MarketPlaceAd.indd 1

Fx: 604-946-0234 • www.jvk.net

11/5/11 7:25:51 AM

for sale Established tree nursery for sale located in Nipawin, SK. Includes all tree inventory and nursery equipment. Contact Morwenna Sutter - Lane Realty Corp. (306) 327-7129.

Going virtual: Why you can’t go wrong with having a business website “Does your company have a website that I can check out?”

This is a common question you probably get from prospective and even present clientele, and it won’t be going away anytime soon. More and more people depend on the internet to provide information and services. They will more often than not check whether your company is present on the internet. With more and more businesses going virtual, it’s almost a requirement for all businesses to establish a website.

This being said, what are other benefits of having a website for your business? It enables you to reach many more potential customers, either locally, nationally or internationally, who depend on the internet for information.

It’s convenient. When you make your business info and services easily accessible, customers are more inclined to use your business over a business with no information online.

It makes you look credible. A well-designed website gives people the impression that you are professionals and that you can get the job done right. It can save you time. When you have your business information online, people will know who you are and what your services are. You can redirect general queries to your website, freeing up your time for other things.

When you want to stay competitive and expand your customer base, it would seem unreasonable not to have a website. And while creating a website will take time and money, it is an investment in the long run towards growing your business.

HortWest March 2012 |

15

Track star.

With 21 locations in Western Canada, nobody understands your growing business needs better than Brandt. We’ve been providing top quality equipment and service to Western Canada for over 75 years – like the John Deere D-Series Compact Track Loader. With 100% more front glass, 50% larger top window, and lower side windows, its best-in-class visibility is easy to see. The EH, low effort joysticks make it easier than ever to steer, and productivity boosting features like planetary final drives give you durability and power in all types of conditions – making the D-Series Compact Track Loader a Track Star in any weather. And with Brandt’s uncompromising commitment to after-sales support, you’re guaranteed we’ll be there to meet your business needs, every time.

Powerful Value. Delivered.

500

$

Call 1-888-2BRANDT for a demo or visit www.brandttractor.com for more information on our products and financing options.

Rebate on 329D CTL

Some restrictions apply. See local dealer or visit thanksabillion.ca for details. Offer valid March 1, 2012 - May 31, 2012.