From paintings to cultivars

Joe Jancsurak
Editor

One of my most memorable “editorial gigs” was when I worked for a monthly that covered the commercial art world. I was reminded of that during my first California Spring Trials trip.

What an exhilarating (and exhausting) adventure it was to travel the California coast for six days in pursuit of the latest and greatest plant innovations by more than 50 breeders at 17 stops. Next month’s issue will include more on these introductions.

While the plants were beautiful, it wasn’t their beauty that reminded me of the commercial art world. Instead, it was the conversations about how the industry is evolving into one that places a greater importance on focused partnerships between breeders and growers and growers and retailers, with all aiming to create a buzz among consumers.

The commercial art world, too, is all about partnering. The artists are the breeders; the agents and publishers are the growers; and the gallery owners are the IGCs and big-box garden centers. Together they strive to create a buzz among the art-purchasing public. A pretty painting may sell without any help, but if the artist is able to effectively communicate his story to the agent/publisher, who then shares it with the gallery owner, who then shares it with the consumer, a meaningful connection is made with the consumer. It’s this experience she can then share with friends and family. That’s part of the fun of owning art.

In our world, breeders, growers, and retailers alike must find ways to do what the commericial art market does so well. Sharing meaningful information (go light on the technical jargon) such as the plant’s origin and history, what makes a particular selection unique, and why certain plants “play nice together” and what that means, enables consumers to connect with their plants and the horticulture world.

And, these experiences are just plain fun for consumers to share with family and friends. When that happens, everyone wins. Happy growing!

Joe Jancsurak, Editor | jjancsurak@gie.net
216-236-5960 | Twitter: @Greenhousemag