Profiles in Power: A brand new day

Q. Hines has been through a series of ups and downs in recent years. What are you doing now—and going forward—to achieve more stability?

A. Many key people and managers from the past have returned. These are industry veterans who know how to grow quality plants and control costs.

We made it through the economic downturn and emerged stronger than ever. And, frankly, Hines was a business that needed to re-organize. We’ve returned to our core strengths. We’re no longer producing annuals. We’re focused on producing quality products in our three nurseries in the west — with distribution to independent garden centers, regional chains and mass merchants. We are well financed and ready to move forward. Many of the employees that have returned to Hines have said: “This is the Hines we remember!” They’re re-energized.

Q. Can you name two or three especially exciting developments your team is jazzed about?

A. Our new Bloomstastic! program is something retailers should be excited about. We’ve added more sizes and made it more pertinent to the market. Bloomtastic! branded plants allow consumers to enjoy success with easy, low maintenance, continuous bloomers that give lots of color to their landscape, patios, decks and porches, and are perfect for small spaces, hanging baskets, containers and throughout the landscape.

Patio Tropics is a program we’re re-launching that has served us well in the past — and should be even more popular thanks to this update. We’ll be offering smaller, more manageable plants with prolific blooms. The price has been re-tooled, along with pots, branding, etc

Our newest initiative, though, is the Water Relief program: a collection of plants that conserve water but are also very ornamental. All of them come with an eye-catching tag that sends a plain and clear message: “Plant Me — Save Water.” To start out, we’re concentrating on the California and west coast markets since they’re under such strict restrictions. We’re also working with our partners on breeding proprietary Bloomtastic! offerings and natives that are ornamental and can handle drought, are compact, more prolific bloomers and colorful for the Water Relief program.

Q. What are you doing to enhance the online/digital presence of Hines?

A. Our new website, www.hineshort.com, is up and running — and includes great information about the Bloomtastic! program. Also, all the Bloomtastic! offerings will have a QR code on tags, directing consumers to the website for more info.

Q. What do you think is your company’s biggest challenge going forward?

A. Understanding what the market wants and what we need to produce. That’s where the Bloomtastic! and Water Relief programs become really applicable. Another thing we need to do is get closer with our retailers. We really need to get to know them.

Q. On the flipside, what do you think is your biggest opportunity?

A.There are great opportunities in this industry, especially for a company like ours which can provide a retailer’s day-to-day needs and blend these offerings with special programs. We are doing all we can to be good stewards of resources and keep an eye on costs. We’re also being very smart about transportation/shipping costs — which will keep our business strong in the long run.

You know, they say that folks who understand the green industry need to be “half and half”: a little bit crazy, yet sharp-minded to measure and monitor the costs to succeed, and in love with this business and plants.

Send your Profiles suggestions to kvarga@gie.net.