In 2007, HDC commissioned a market research project which demonstrated that the use of the Home Grown logo on ornamental plants resulted in an overall increase in plant sales compared to non-labelled plants.
Have you thought about what you might gain from use of the Home Grown logo?
There can be many benefits from adopting the Home Grown logo on your plant labels and marketing material to encourage consumers to look for plants grown on a British nursery. The adoption of one symbol means that consumers will come to recognise it whatever part of the country they live in.
HDC research has shown that consumers are receptive to information on the origin of ornamental plants and wish to support British nurseries promoting "Home Grown" will enable them to make an informed choice, which will in turn benefit growers using the logo.
Growers will benefit from the greater impact and cost effectiveness of the marketing offered by a national symbol, and consistent marketing messages. This can translate into healthier sales in the longer term as conscientious consumers increasingly look for the Home Grown logo.
Tests conducted in retail outlets have demonstrated that when consumers are made aware of the benefits of Home Grown plants, the majority (91%) choose the Home Grown branded plant in preference to the same plant without the branding.
Consumers welcomed the opportunity to support their local economy and recognised the benefits of plants being produced nearer to them.
For full details of the market research conducted for Home Grown, see HDC research report HNS160.
Click here to find out how the Home Grown logo can increase plant sales
Click here to find out more about the meaning of Home Grown
Click here to find out how you can promote Home Grown in your business
Click here to read the Home Grown usage guidelines
Click here to read the Home Grown terms and conditions
Click here to find out what Home Grown artwork you would need
Click here to find out how you can get hold of the Home Grown logos
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