Fertilome and Monrovia Partner to Bring New Co-branded Products to Independent Garden Centers
AZUSA, Calif. – (January 26, 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. This multi-year partnership is based on the well-established brand recognition and values of both companies’ premium line of products. Both organizations are highly committed to the long-term success of their customers and believe that cross marketing both organizations’ lines of complimentary products will benefit all involved.
"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."
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 should 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, the joint venture intends 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.
Background on Monrovia:
Founded in 1926, Monrovia is the leading grower of premium ornamental and edible plants, with more than 2,500 varieties. The company has introduced hundreds of improved plants, including more than 230 exclusives. Monrovia’s Distinctively Better®plants are nurtured in custom-blended, premium soil mixes, to produce healthy plants that flourish in the landscape. Monrovia soils and organic fertilizers are now packaged for home use. From its five, eco-friendly nurseries in Visalia and Venice Hills, Calif., Dayton, Ore., LaGrange, N.C. and Cairo, Ga., Monrovia ships plants to independent garden centers and re-wholesalers nationwide. The company remains a family owned entity. www.monrovia.com.
Founded in 1968, "the ferti-lome people" from VPG™ is a manufacturer and provider of products and services exclusive to independent retailers: garden centers, hardware stores, farm and ranch stores. Products include more than 300 SKUs in the lawn and garden category, with brands such as Ferti-lome®, Hi-Yield® and Natural Guard®. For more than 50 years, VPG™ has been the supplier of choice for independent retailers that are supported by a national network of independent distributors. VPG™ is exclusively owned by its Independent Distributors and Retailers. www.fertilome.com
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