“Retailers and Landscapers constantly ask, ‘What’s new?’” explains Guy. “They offer their customers new plant varieties that have quality and value, and ones that are unique. Carolina Nurseries didn’t have the capacity to approach top-notch breeders regarding hybridizing and new plant discovery. At the same time, there was an incredible increase in branding in the horticultural world.”

An alliance of growers working together would have the clout to bring new plants to the marketplace, and provide the marketing that would be essential to success. His wife, Linda Guy, Director of New Product Development at Carolina Nurseries, was in sync with the idea from the very start. The alliance would include growers with respected horticultural expertise who value excellence. Plants would be sold exclusively to independent garden centers, landscapers and re-wholesalers and be backed by extensive marketing and merchandizing support. Superior best-of-breeding plants that would appeal to homeowners and be solid performers in the garden.

That gardening is regional in nature, would permeate all decisions. Novalis® decided to build a national reputation around regionally appropriate plant material and relational marketing support, particularly for independent retailers.