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Sales for All Seasons

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Sales for All Seasons

Fall combos can be more than mums and pansies.

By Dan Foster, Grower/Product Line Manager

Fall MagicFour Star's Fall Magic® line extends the sales season.

There are a number of things we take for granted in the fall. Leaves will change, jack-o-lanterns will grin and mums and pansies will go on sale. But Four Star is changing that with its Fall Magic® line that adds more variety to your fall production and helps you extend your sales.

Everyone associates fall plantings and containers with mums and pansies, which leaves little room for retailers to distinguish themselves from the competition. What Four Star did was add color to the fall and extend the short mum season with long-flowering Proven Winners® plants, such as 'Butterfly' Argyranthemum, Flirtation® collection Diascia and Symphony collection Osteospermum, which all bring a longer flowering window that extends beyond the first frost. These varieties also add new colors, textures and habits to your fall production that aren't available from Mums and Pansies.

All of the varieties in the collection will take light frost and many can withstand cold snaps into the low 20s. That means customers can put Fall Magic plants in their gardens in August or September and be rewarded with blooms well into through the end of October in many parts of the country.

When the Fall Magic line began, it included more foliage plants than color. That has changed, however, as retailers feedback told us how well fall color was selling. The collection now includes almost 90% frost tolerant, annual color and a few perennial collections for texture and contrast.

Fall MagicFall color doesn't have to be limited to mums and pansies, thanks to Four Star's Fall Magic® collection.

Every year we add several Proven Winners® new varieties to the Fall Magic collection, and for 2012 we're adding our new Superbells®. This year those include Cherry Star, Grape Punch and Tequila Sunrise Improved. Supertunias® are also a big component of the Fall Magic line, as are standbys such as Snow Princess® Lobularia, which will be in bloom well into November, and Sunsatia® Lemon, which thrives in the cooler autumn temperatures.

That just scratches the surface of what's available. Fall Magic colors range from shades of yellow to red and purple. With all of the options the Fall Magic line offers, it's easy to find the right mix for your production.

Grab your customer's attention with traditional fall color combos of orange, black and silvers. Show them something they wouldn't have seen on Mother's Day, and make sure the pot says Fall Magic. Setting up dedicated Fall Magic end cap displays is the best way to increase sell-through and encourage traffic throughout your store.

You can customize a fall point-of-purchase display kit online at provenwinners.com to include the signs, bench tape, bench cards and posters you need to show your customers that fall plants go beyond mums and pansies.

There will always be mums and pansies, but the Fall Magic line is offers a great way opportunity to diversify and dress up your store. Diversity adds value. Show your customers something unique for every season and watch your sales grow!

Dan Foster is a grower and product line manager for Four Star. To contact Dan, email him at dfoster@pwfourstar.com.


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