Home Grown Users Group Update October 2015 HG
Home Grown Users Group Update October 2015
HG background • Home Grown is a scheme run by and supported by BPOA for its members. • To promote ornamental plants grown on British nurseries. • Registered trademark since 2011. • Free for BPOA members to use.
Home Grown Users Group Key Objectives: • Represent and articulate the views of HG users • Promote growth of HG scheme and drive membership • Develop cohesive brand awareness through growers, retail to the end consumer
HUG – focus • End Consumer: raise awareness, use social media to engage and drive buying choice through recognition of the logo on plants • Users/Growers: ensure that we know what the users want& how we can add value through the brand. • Independent Retail: gain a bigger presence within retail. • Multiple Retail: Gain support and recognition for the Home Grown scheme.
User Survey 2013 • What does it mean? Consumer awareness campaign • What can you gain? Increased visibility • Better than own logo? It’s a cooperative effort and a national scheme. • How should we engage on your behalf? Promote national awareness • What are the main things to do? Raise consumer awareness of HG produce increase range of garden centre chains using HG obtain ‘multiples’ acceptance for HG brand. • Is it value for money? Good value 75%; Excellent 17%
Promotion Material
Home Grown Awards
2015 Retailer Award
2015 Garden Centre & Grower Awards
Web and Social Media Presence
Web and social media presence
Summer 2015 NFU Countryside events
Summer 2015 Love your plot displays Before To this After
Recap: 2015 • Set scope and objectives for HG scheme marketing and development. • Gained recognition with a multiple retailer Marks & Spencer at Chelsea. • Established a platform for communicating with gardeners. • Awarded HG prize to Grower and Garden Centre of the Year. • Used Love your Plot and NFU Countryside to promote HG.
What do you want us to do next? ?
Group Involvement • Collaborate on ideas and strategy • Contribute to project action • Join Skype meetings Get involved and help Home Grown work for you!
2016 • Work to increase GC interest in promoting HG. • Develop more GC promotional material. • Continue multiple retail affiliation to use logo. • Consider candidates for HG awards. • Drive membership of the scheme. • Build on consumer focus and social media. • Use Summer events to promote HG via Countryside, Loveyourplot and Gt. Yorks. Show.
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