Worried about the threat that Big Box stores pose to independent garden centers? Well, consider the
80-year-old nursery American Plant Food in Bethesda.
It has that funny name because it began by selling an organic
topsoil/fertilizer combination (using manure from local stables and the
National Zoo)
which they called Green Magic. Later the business became a full garden
center and now this third-generation family-owned and -run company has
expanded to a second location and they're currently scoping out a
third.
GOING ORGANIC
But here's what makes this garden center
interesting: Back in 2000 it decided to go organic. It's been a
gradual process and there are still a few baddies on the shelves but
after these seven years, they've PROVEN that organic gardening methods
work, so the transition will soon be completed. And to find out how
going organic has affected business I sat down with their
horticulturist Mitch Baker, who told me there's been no loss of
customers. In fact, their eco-friendliness has brought them some new
customers, people looking for a retailer they can trust.
WHAT'S NEW?
What's
more, when asked what's new in the nursery biz, Mitch's answer is:
enviro-consciousness. That means selling fewer synthetic products,
yes, but primarily the changes thus far have been on the supply end -
moving away from plastic pots and trays. He sees changes in the
products being offered coming slowly, with the creation first of
organic or eco-friendly sections in the stores, so they're not getting
rid of the toxic stuff YET. It takes time to educate customers about
the many ways that organics work differently than Miracle-Gro-type
products - results that aren't instant, and less-than-100 percent
reduction in insect populations, which is fine with the plants but not
yet fine with so many consumers.
Mitch advices the eco-conscious consumer to look for the OMRI label
on products they buy - for Organic Materials Review Institute. Looking
around the APF products section together, we found the label on most
products but noticed that Bradfield Organics doesn't use it, which is
curious because the certification and label is cheap and easy to get.
But here's a bonus for retailers willing to be out ahead of the pack
in Going Green: When local media outlets need experts on environmental
issues they call the organic garden centers. For their stories about
Rachel Carson's recent 100th birthday, they ALL interviewed Mitch. One
skeptical TV reporter didn't seem convinced by the organic spiel so
Mitch dragged him and his crew to his own all-organic garden in DC, and
seeing was believing.
And guess who else is going organic. According to Mitch, golf
courses are discovering that organic turf care, including the use of
compost tea, saves them heaps of money they'd otherwise be spending on
fungicides. They're also responding to concerns expressed by their
more environmentally concerned members. Go golfers!
COMPOST TEA
And no surprise, this garden center has gone crazy for compost tea. They have five 22-gallon brewers and sell the stuff from April through October on weekends. It sells
for $15/gallon and has the full range of microorganisms (versus "Soil Soup",
which is an extract of dormant microorganisms.) The alive, nonextract stuff has no
shelf life at all, so must be used the day it's sold, preferably within 6 hours.
GREAT WEBSITE
Every time I go to their website I'm impressed all over again, especially in comparison to my other favorite nursery which
will go unnamed. Look what's there, folks. First, it's strictly for
information, doesn't sell a thing, but it's still an effective sales
tool because people ask for products they see on the site, especially
their compost tea. Just this year Mitch is hearing people referring to
what they've seen on the site and asking for it, including their
services. I hope other retailers look closely at the site, especially
the "Gardening Resources" link
to a long drop-down list of how-to articles and the calendar of what to
do when, then go forth and copy! And notice too while you're there
their huge commitment to the community.
GOT GARDENING COACHES?
Well, I had to ask, since I'm always harping on the
need for them. American Plant Food offers an on-site consultation,
including a plan and plant recommendations, for only $150. Good
deal!!! Or if you want help by the hour - coaching - they charge a
reasonable $75 per hour. And because I've both taken and sent clients
to this nursery, I asked Mitch for advice about how to best work with
the staff there. He says it's damned frustrating for the staff and
their customers alike when designers give their clients lists of plants
to buy, since nurseries rarely have exactly what the designer has
specified. He suggests instead that designers (and coaches) give their
clients plant "suggestions" to take to the nursery, along with
measurements of the area to be filled and photos. The nursery design
staff then recommends plants the client can actually buy, and charges
nothing for the help. And nobody walks away frustrated. Oh, and
clients should be told NOT to show up unannounced on Saturday morning
but instead, to make an appointment.
KEY TO SUCCESS
So, Mitch, how DOES American Plant Food stave off
Big Box competition so well it can even expand to a third location?
Service and good information are key. Shoppers arrive and are offered
help finding what they need - what a concept. So I'm not surprised
when I hear glowing reviews from people who shop there.
Posted by Susan Harris. All photos were taken from the American Plant Food website.
