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Ferti-lome and Monrovia co-brand products


January 28, 2011
By Amanda Ryder

Jan. 28, 2011 – “The Ferti-lome® people” from VPG and Monrovia have announced the formation of Distinctively Better® Partners, a joint venture to introduce a line of co-branded garden and plant health products, which will be sold exclusively in independent garden centers, hardware stores, and farm and ranch stores.

“The Ferti-lome® people” from VPG™  and Monrovia have announced the formation of Distinctively Better® Partners, a joint venture to introduce a line of co-branded garden and plant health products, which will be sold exclusively in independent garden centers, hardware stores, and farm and ranch stores.  This multi-year partnership is based on the well-established brand recognition and values of both companies’ premium product lines.

“We are impressed by Ferti-lome’s reputation for producing high quality fertilizers, soil amendments and plant health products,” said Elin Dowd, Monrovia president.  “And, like us, they have had a longstanding commitment to the independent retailers.  Each of us is highly committed to the long-term success of our customers and we believe that cross marketing our complementary products will benefit all involved.”

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Through this partnership, Monrovia will incorporate select Ferti-lome products into its growing practices, as well as launch new products for home use. The collaboration is designed to enhance the independent gardener’s lateral marketing efforts to the end consumer.  “The new co-branded plants and related gardening products will provide consumers with a complete solution for a successful gardening experience,” said Wade Bowman, president of VPG, producers of Ferti-lome. 

According to Dowd, with this joint venture, they intend to develop and introduce new co-branded gardening products and plant lines, eventually partnering with other growers. Joint sales and marketing efforts will begin this spring.  “We anticipate doing great things together,” she added.


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