Monrovia, Proven Winners Color Choice team to bring new shrubs to independent garden centers

Monrovia and Proven Winners ColorChoice announced that they have formed a strategic partnership for 70 flowering shrubs to be sold exclusively in independent garden centers, beginning in late spring 2011. 

Proven Winners ColorChoice introduces new and improved flowering shrubs across the U.S. and Canada, marketing more than 100 varieties specifically chosen for their hardiness, unusually bright colors and easy care.  Monrovia is a premium grower, recognized for its Distinctively Better plants, grown to exacting standards, and sold exclusively through independent garden centers.

Newly designed containers and plant tags will bear both Proven Winners and Monrovia logos, something new for both companies. 

“This is a fantastic partnership for both of us,” said Bob Smiland, chief sales and marketing officer for Monrovia.  “Proven Winners ColorChoice has a great breeding program and has developed a line of stunning flowering shrubs that gardeners and landscape professionals are asking for by name.  Monrovia will nurture them in our premium soil mixes and grow healthy, lush plants that will flourish in the landscape.”

“We’re excited by the opportunity to expand the availability of the newest flowering shrubs in independent garden centers across the nation,” said Tim Wood, product development and marketing manager for Proven Winners ColorChoice.  “Garden centers will benefit from this partnership through more comprehensive in-store programs featuring a brand with considerable consumer demand behind it. Consumers will benefit by expanding the locations where they can purchase Proven Winners shrubs.”  

Some industry experts estimate that independent garden centers account for as much as half of the $100-billion lawn and garden market.

Among the 70 Proven Winners varieties to be sold through the new partnership are four of the top new shrubs on the market today:

• Incrediball Hydrangea: An improved ‘Annabelle’ hydrangea with the biggest flowers and the strongest stems. Hardy and heat-tolerant.
• Invincibelle Spirit Hydrangea: The first-ever pink ‘Annabelle’ hydrangea. A rebloomer that flowers year after year, even after harsh winters. This very hardy and reliable bloomer grows from Manitoba to Mobile.
• Bloomerang Lilac: The most prolific reblooming lilac ever. Fragrant flowers in the spring and again from midsummer until fall.
• Lo & Behold Blue Chip Buddleia: The only miniature Butterfly Bush with loads of blue flowers. Flowers continuously without deadheading.

Marketing support for the line of plants will include advertising, in-store posters and  featured locations in Monrovia Boutiques in select garden centers.