2021 is the Year of the Calendula and Courgette. This is an international marketing campaign organised by the Home Gardening business unit of Fleuroselect. The campaign aims at boosting the sale of Calendula and Courgette seeds and plants to end consumers.
Calendula displays will be planted in public parks in order to show the diversity of this species to the end consumer. 80 varieties have been collected from Fleuroselect members. Displays are foreseen at the Royal Horticultural Society gardens Harlow Carr and Hyde Hall in the U.K., at the Egapark in Erfurt and the Island of Mainau in Germany and at Jardin des Plantes in Paris, France. The RHS garden Bridgewater will plant a courgette trial with a view to assess the varieties for an Award of Garden Merit.
Consumer press coverage
Coverage pieces with informative text elements on how to best plant and care for calendula and courgette and inspirational images of calendula and courgette will be sent to a selection of lifestyle and gardening journalists. This will be done in order to promote coverage on these key crops in the international gardening media.
Marketing materials and inspirational photography have been developed to be integrated in the promotional activities of breeders, distributors and retailers. Participants can add their company logo or other info to professionally designed files and create their personalised label, seed packet, advertisement or social media post.
Next year’s marketing campaign will be dedicated to Poppy & Basil.