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More Support for Pollinators
Retail Signage Points Customers to Pollinator-friendly Habitat

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The Million Pollinator Garden Challenge is a nationwide call to action to preserve and create gardens and landscapes that help revive the health of bees, butterflies, birds, bats and other pollinators across America. The program encourages individuals to make a connection between flowering plants, pollinators, and healthy food. Launched by The National Pollinator Garden Network, it is a collaboration of stakeholders from horticulture businesses, garden, pollinator, and conservation communities working together to support the health of pollinating animals.


New marketing materials that promote the Million Pollinator Garden Challenge, a national movement to plant more forage habitat for pollinators throughout North America, were recently made available by the Horticultural Research Institute. The signage, which is recommended for display in nurseries and gardening stores, asks consumers to plant something to support pollinators, and register their gardens at MillionPollinatorGardens.org.

According to the organization, which is the research affiliate of AmericanHort, this new marketing campaign is designed to influence customers' buying decisions, as studies shows that "cause" marketing catches the attention of shoppers, encourages purchasing and turns customers into advocates for a business. Also, research points to pollinator health becoming an increasingly important cause for consumers in all demographics.

"Garden retailers have been looking for ways to create awareness and showcase the important role horticulture plays in pollinator health," stated HRI. "The Million Pollinator Garden Challenge does the work to drive engagement with customers and inspire them to take action. By encouraging consumers to help us reach one million gardens by planting and then registering their gardens, retailers have the opportunity to influence purchasing habits and connect their customers to a movement that benefits the environment--something the horticultural community has long strived to do."

"Information and signage addressing horticulture's role in supporting pollinator health solutions are important," says Craig Regelbrugge, senior vice president of industry advocacy and research for AmericanHort. "These materials can be an effective addition to industry retailers' promotions toolkit, while simultaneously promoting an important and global cause."

Signs, bench cards, and plant tags are all available as print-on-demand items through a special partnership developed between the Challenge's founders and Garden Center Marketing, a company owned and operated by Timothy Howard.

"We know good signage sells more plants," states Howard. "Combining great signs and a great program can only help garden centers sell more pollinator friendly plants."

The pollinator materials may be viewed and ordered directly through the Garden Center Marketing website at www.gardencentermarketing.com/page/Pollinator-Garden-Challenge-Signage. Additional marketing materials, including a communications toolkit and social media graphics to further support retailer efforts are available via HRI's pollinator research website: www.growwise.org/ChallengeToolkit.






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October 17, 2019, 6:32 am PDT

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