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Dig.Drop.Done™ demystifies flowering bulbs


August 24, 2011
By Amanda Ryder

Aug. 24, 2011 – Dig.Drop.Done is a three-year, North American educational campaign
designed to demystify flowering bulbs and help women take advantage of
their beauty, while not taking advantage of consumers' time.

Aug. 24, 2011 – The flowering bulb is the little black dress of the flower world.
It's one of the simple things that women can trust to make their lives
beautiful. Called complicated and finicky, flower bulbs are actually
some of the most reliable and fail-proof blooms available.

Here to illustrate this fact is Dig.Drop.Done, a three-year, North
American educational campaign designed to demystify flowering bulbs and
help women take advantage of their beauty, while not taking advantage of
consumers' time.

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"Most of the information out there about bulbs is intimidating for
the first-time or occasional planter," said Henk Westerhof, a 26-year
veteran of the bulb industry and spokesman for the Dig.Drop.Done
Foundation, the driving force behind the campaign comprised of members
from Holland’s Royal trade association for nursery stock and flower
bulbs. "Books and websites are filled to the brim with numerous species,
lengthy planting guides and tedious details on the ins and outs of
gardening with bulbs. It's easy to infer that these plants must be time
consuming and require a high level of gardening knowledge."

Dig.Drop.Done brings to life how easy flowering bulbs really are. At
the heart of the Dig.Drop.Done campaign is a clean, pared-down website
that is easily navigable for the avid gardener and the first-time
planter. The site is so simple, you don't even need to know species
names or soil conditions. You just need to appreciate beauty.

At DigDropDone.com you can peruse flowers by bloom time or light
requirements, and get simple planting instructions. "The amazing thing
about bulbs is that some don't even require soil, so there is absolutely
no mess," said Westerhof. "And you don't need a garden space or a love
of the outdoors. Many bulbs will be just as happy indoors as out."

Bulbs 101

A flower bulb is a miraculous little storehouse that holds not only a
future flower, but also all the nutrition the bulb needs to produce its
first season's blooms. Once the blooms have faded, the foliage feeds
the bulb so it will be ready to produce beautiful flowers next season.
It's a self-sustaining cycle.

Don’t let the idea of planting intimidate you—all the bulb needs from
you is to be placed in the ground at the right time of year, some water
to quench its thirst and a little time to grow.

Flower bulbs should be planted as soon as possible after you have
purchased them, although it can vary depending on local climate. Here’s a
good rule of thumb: the colder the climate, the earlier you should
plant. Regardless, spring-flowering bulbs must be planted before the
first hard frost (the preceding fall) to allow for sufficient root
development. For more information, go to DigDropDone.com/BulbBasics.

Meet the Ladies

Still have no clue where to start? Dig.Drop.Done has that covered as well. Say hello to Marcy, Juliana and Evelyn,
three personalities designed to help consumers figure out how bulbs fit
into their busy and varied lives. Are you a harried mother with lots of
responsibilities but little time? Ask Marcy
how she incorporates the kids into her gardening routine. Do you revel
in fashion yet revolt at the idea of dirt under your fingernails? Watch Juliana
reveal how she uses bulbs as part of her avant-garde approach to home
beautification. Is your nest empty and your garden full? Review Evelyn's methods of adding color throughout the seasons

"Marcy, Juliana and Evelyn are here to help women relate to the role
of flowering bulbs in their own lives," said Westerhof. There are so
many women in their 20s and 30s that have never been exposed to
flowering bulbs. They need some place to start."

In addition to the website, consumers can get a glimpse of Marcy, Juliana and Evelyn in their entertaining YouTube videos, on Facebook, Twitter and in print and digital advertisements.

About Dig.Drop.Done.

Dig.Drop.Done™ is a three-year, North American educational campaign
to introduce flowering bulbs to a new generation of potential gardeners
and demystify the bulb-growing process. Through a website, digital and
print advertising, social media and public relations, the campaign will
show women just how simple, beautiful and rewarding flowering bulbs can
be.
Dig.Drop.Done is sponsored by the Dig.Drop.Done Foundation (members of
Holland’s Royal trade association for nursery stock and flower bulbs),
the International Flower Bulb Centre and Scheepvaart Commissie (Dutch
export reserve fund). For more information, visit www.DigDropDone.com.


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