Home Grown Logo Increases Plant Sales

In 2007, HDC commissioned a market research project which demonstrated that the use of the Home Grown symbol on ornamental plants resulted in an overall increase in plant sales compared to non-labelled plants.

Have you thought about what you might gain from use of the Home Grown symbol?

There can be many benefits from adopting the Home Grown logo on your plant labels and marketing material to encourage consumers to look for plants grown on a British nursery. The adoption of one symbol means that consumers will come to recognise it whatever part of the country they live in.

• HDC research has shown that consumers are receptive to information on the origin of ornamental plants and wish to support British nurseries. Promoting “Home Grown” will enable them to make an informed choice and this in turn will benefit those growers using the logo.    

• Growers will benefit from the greater impact and cost effectiveness of marketing offered by a national symbol and consistent marketing messages.   This can translate into healthier sales in the longer term as conscientious consumers increasingly look for our logo.

• The test market conducted in retail outlets demonstrated that when consumers are made aware of the benefits of Home Grown plants, the majority (91%) choose the Home Grown branded plant in preference to the same plant without the branding.* Consumers welcomed the opportunity to support their local economy and recognised the benefits of plants being produced nearer to them.  

 

* Research Report HNS160