| It was interesting to read an article from the UK on ‘what sells roses’. I know the situation is the same in Australia so I set out to ask a few questions and qualify some thoughts. Leigh Siebler reports.
According to Mike Wyatt, editor of garden trade news in the UK, “it’s all about a pot of colour….and a name. Things are changing in the rose-marketing world and what’s in a name has become more important than ever”. Mike commented further, “We’re often told that the rose is still the nation’s favourite flower but, as Jo Davey, marketing manager at John Woods Nurseries (formerly Nottcutts) was quick to remind me, it’s no longer everyone’s favourite garden plant.”
Mike then mentioned the drop in sales of bare root roses, the demand by consumers for easy-care and the impulse sales created by flowers, great quality, excellent labels and good displays of potted roses. He also mentioned the surge in sales of roses with a meaningful name for the gift market. “For the gift market though the name is everything”, he said.
None of the above is really news to Garden Centres in Australia who market roses correctly but are you one of those or do you classify roses as being too hard.
There’s profit to be made with roses if you get them right!
Clearly there has been a drop off in demand for roses around the world but that was expected as sales had grown rapidly for many years and roses were being perceived as ‘needing lots of care’. I really do believe that the average gardener will get good results with roses provided they:
ask for advice on varieties when buying
prepare their soil correctly
feed as recommended
prune regularly – good exercise!
What about spraying?
Well I am probably biased but I don’t believe the average rose garden needs the amount of spraying that we used to recommend. Sure, when roses are massed in a growing or retail area then that’s a different matter. Consumers are very conscious of toxic sprays and there are many ‘safer’ sprays to choose from now.
Comments from Growers
Gary Matuschka, Treloar Roses Vic told me that winter sales for 2008 were up on 2007. “We are positive and have budded even more roses for 2009”, said Gary. He continued, “Demand is back, New Releases were good for us and Olivia Newton John sold very well.” Gary felt that Treloar’s were perhaps picking up business from SA growers and the overall market had probably not grown.
Interestingly, Gary Matuschka and Trent Treloar are now running the business under a leasing arrangement with Garry Treloar. “We have established a company to run the business in Portland but have nothing to do with the retail centre in Moorooduc now. That centre will change its name shortly”, said Gary.
Editor’s note: That’s a bold move by Gary and Trent; I wish them well.
Finbarr O’Leary, Swanes Nurseries NSW told me: “We purchased Swanes in 2000 and proceeded to build the business up. We produced our largest crop in 2007 with similar numbers in 2008 and have forecast similar again for 2009 and 2010. We produce good numbers of high profile winter releases (2 year old) and back up with yearlings depending on the current season. Sales of some older varieties have clearly slowed. We now look for roses that are good in a pot and present well in Garden Centres. The newer roses seem to do this better and in the main are more disease resistant too. A good name and a great label are essential. We are still finding that HT’s with a big pointy bud and fragrance are tops”.
Swanes trial their new roses at Narromine where conditions are tough, so any that come through are good performers. Swanes roses have won a number of awards due to their commitment to also trialing at the National Rose Gardens Trial Grounds in SA.
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Peter Nosow, Landsdale Rose Garden WA, did very well with sales of the Rose, Olivia Newton-John. “Some 30,000 plus roses were propagated with Bunnings committing to a large number and Independent Garden Centres having access to bare root and potted plants through selected growers. They have gone very well”, said Peter. “In 2009 we will have The Starlight Foundation Rose and in 2010 we have The Royal Flying Doctor’s Rose”, he added. Strong promotion and good names have clearly worked.
Daniel Knight, Knight’s Roses SA, took over the Guillot agency last year and despite not having large numbers he was very happy with sales. “Availability of bud wood limited our numbers but response was great”, said Daniel. “We have had our best year ever in 2008 with bare root stock (Knight’s don’t handle potted roses) and we are focusing on New Releases. I really don’t see the point of growing and pushing some of the older varieties and competing with cheap prices. Growers and retailers will make a profit from newer varieties and we have a number of agencies. We have increased our production again for 2009 sales”, concluded Daniel.
Lloyd Rankin, Rankin’s Roses Vic, said. “2008 was better than 2007 and we could have sold more in winter if we had the varieties. We have potted more this year and are anticipating a strong potted season for roses through spring, summer and autumn. We are very positive about 2009 and have planted more canes for budding but you never know how many you’ll have because large losses can occur. We plan on having stock to sell if other growers have losses.”
Lloyd continued. “We have come out of an over-supply situation to one of stability now. Customers are after big, bold, primary colours. They are not mixing colours as a rule and mainly plant against a green background.”
Retailer comments
Barry Teese, The Greenery Vic, indicated that rose sales are very strong as have been all outdoor plants. “We buy bare root roses in Winter and pot them up. They sold well in Winter and are continuing to sell. In fact, roses sell well all year round. It’s interesting to see what actually sells in Garden Centres. Our best selling plant by volume is English and Dutch Box. You cannot beat them as a hedging plant”, said Barry.
Al Padbury, Dawson’s Garden World WA, agreed with Barry. “We are selling a lot of large standard roses now at $54.95 in 250mm pots. Striped roses are popular and novelty ones such as Abracadabra are selling really well too. The old-fashioned proven favourities are great as too are many of the New Releases. Our rose sales are stronger than say 5 years ago”, said Al.
Editor’s note: The Greenery and Dawson’s Garden World both do a great job with roses and are an important department for them. They support the department with good displays and plenty of quality stock.
Tony Allsop, Acorn Nursery Vic, told me, “Roses as gifts are wonderful. They still conjure up a ‘feeling of romance’ with people and we sell plenty of them in flower and gift wrapped.” Acorn does not have the space available that The Greenery has but still devotes a considerable area to roses.
Roses, once established, are fabulous Water-wise plants!
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