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New POP program from Syngenta


June 5, 2012
By Canadian Garden Centre & Nursery

its_a_spring_fling_mum-mania_popJune 5, 2012 — Syngenta Flowers Inc. has developed new, eye-catching point-of-purchase programs to increase the marketability of its mums.

With trendy designs, bright colours and a unique assortment of retail options, these POP programs are designed to help attract a new generation of mum growers as well as those looking to brighten up their mum assortments. Growers and retailers alike can reap the benefits of the increased marketability these POP programs can bring.

"When we were designing the mum POP programs, it was important that they be colourful, fun and modern to match the mum varieties they would support," said Liz Hunt, senior market manager for Syngenta Flowers. "We put together POP programs that complemented our varieties in terms of colour, season, design and consumer trends."

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For pot mums, Syngenta developed Mum-Mania, which offers seasonal POP to promote the year-round appeal of its pot mums.

Fleurettes are petite plants covered with cute daisy flowers, so the Daisy Delights POP program is designed to drive impulse sales of this novelty crop.

Finally, for garden mums, Syngenta developed Fall in Love with Mums to support garden mums during the peak fall season by touting their free-flowering habit, broad and vivid colour range, and irresistible fall appeal for consumers.

"Syngenta has worked hard to energize its mum assortment so differentiating the POP materials was a must," said Hunt. "There's an emerging mum customer base out there and we need to continue to engage them with outstanding varieties and supporting materials.

Recently, Syngenta has upgraded its mum assortment to include new colours, unique flower forms and more grower-friendly genetics. Its strategy is to appeal to a new generation of consumers. As part of that plan, these new mum POP programs support the goal of attracting new mum customers at retail, increasing profitability and generating more grower sales.

The new mum POP program is available through The John Henry Company.

For more information, visit www.syngenta.com.


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