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	Marketing for More Sales and More Profit
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How can 100 Small Flower Producers Double their Prices?

Background

The U.K.’s first spring flower appears on the market in November and is then available for 4 months or so. The flower, Sol’d’or, has a distinctive fragrance and this together with its golden yellow appearance marks it out as a unique flower.

It’s grown by a large number of small producers on the Scilly Islands. At the time producers were obtaining a wide range of prices for basically the same product. Or at least that is what the producers thought. The fact is that 100 producers had differing views on the product quality. So much so in fact that the product had earned a commodity status. Thus market sellers were forced to compete with varying product standards which were reflected in the process that were returned to producers.

This is where we stepped in!

The Project

Working with a local leader, Andrew May, and a small committee we set about developing a new strategy. One which put marketing into the business.

The starting point was a quality standard, one which people could adhere to and which was also acceptable in the market place. We then organised a process of quality assurance in picking, central grading and marketing.

With a new box design, promotion and some account management, a new look product appeared in the market place and achieved a 100% increase in price.

The Outcomes

Similar models were developed in the plum industry (Vale Plums), Stick Beans, early potatoes (Puffin) and in Poland and Ukraine – all returning price premiums!!

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Client Comment

“Thanks for all your careful research and development work during the year making a valuable contribution to our company’s development.”
John Adams, Chief Divisional Director, Fowler Welch, Portsmouth