Not able to produce products in large volumes, these customers are best left to the big boys. Mann's Greenhouse in Woodstock, Ga., bucks this trend. While general manager Bill Hotz considers the company a small to mid-sized grower, there is no reason why the large home improvements chains should be avoided.

With millions of people flocking to these stores for bedding plants every spring, the demand is certainly there. The trick is to offer mass marketers plants that large growers avoid. The returns received for these specialty plants are at acceptable levels for smaller companies.

For finding and growing niche crops that chain stores demand, Mann's Greenhouse has been named a GMPRO Innovator.

Building relationships

Mann's Greenhouse sells to both The Home Depot and Lowe's throughout much of the Southeast. While many companies would be uncomfortable with the majority of their production being sold to just a few large buyers, Hotz doesn't have a problem with it.

"You have to create partnerships and build business relationships you feel good about. We feel we've done this with both companies," Hotz said. "Sometimes it can be difficult, especially at times when the stores are right across the street from each other, but we've learned how to manage it."

The company has also learned how to develop niche products. By growing plants in larger and specialty containers or by producing larger, fuller plants through cultural practices, Mann's Greenhouse's products stand out from those of other suppliers.

"We find that we're growing more specialty or niche items every year. It's a way to differentiate ourselves and grow things that the huge growers don't want to mess with," Hotz said. "We find that the smaller specialty crops are much more profitable."

Take annuals, for instance. While Hotz knows that the bulk of a mass marketer's bedding plant sales will be in packs, there is still demand for larger containers. This is the third year for Mann's Greenhouse's 5-inch annual program, which has been considered very successful.

"Not only are we using larger containers, but in them we're growing things like 'Mini Firefly' impatiens from unrooted cuttings, 'Dragon Wing' begonias, angelonia and heliotrope -- things you won't find in jumbo 6-packs," Hotz said.

The company plans to sell 20,000 or more 5-inch annuals in 2001.

Herbal remedies

The company has grown herbs in 5-inch containers for the last four years. This year Hotz estimates sales will top 500,000 units of 4- and 5-inch herbs, which is aided by the fact that herbs sell for a long period during the year. Herb shipments to Florida begin in January and February and farther north about the first of March. They continue to sell into summer.

"We think the 5-inch herbs are a better value to the end user," Hotz said. "They're bigger finished plants that homeowners can take cuttings off of and use for cooking right away."

Plastic herb containers from OS Plastics are terra-cotta colored and printed with promotional information and bar codes. By looking at the pots, consumers can find the names of other herbs used for culinary purposes.

Mann's Greenhouse is also working with German plastics company Poppelmann GmbH & Co. to design printed pots for 5-inch annuals.

Hotz said his company is also working to develop a point-of-purchase herb cart program. Last year, a prototype of this program was tested at an Atlanta Lowe's store. After display carts built by Mann's are delivered, Mann's employees maintain the plants and ensure carts remain stocked.

The test was a success, but minor details need to be ironed out. For one, Lowe's requested a shorter cart than the one supplied for 2000.

Perennial favorites

Mann's Greenhouse also has success selling specialty perennials and mums to home improvement stores. This year the company will sell 165,000-175,000 gallon perennials and about 20,000 2-gallon perennials to these stores.

Lantana is another big item for the company and is sold in 4 1/2- and 6-inch pots. To make these products as full as possible, two and three plugs per pot are planted, respectively. Shipping runs from March to June and this year the company is expected to sell 90,000 4 1/2- and 100,000 6-inch lantanas.

Clematis vines are sold in 8-inch containers and are secured with galvanized trellises. They take two years to finish and become established much faster in the landscape than bare-root clematis or clematis in smaller containers.

"We use galvanized trellises because the plants need to grow on something and we thought that would dress them up a little," Hotz said. "We also grow what we call 'trade gallon' clematis that is even larger."

Garden mums are grown in 10-inch, plastic terra-cotta-colored containers. It's a crop Mann's has become very proud of because of the fullness of the finished product.

Only one mum cutting is planted per pot, but each plant receives three treatments of the plant growth regulator Florel.

Finding ideas Coming up with new ideas for products is an ongoing process at Mann's Greenhouse. Sometimes the company receives recommendations from its clients, but most come from the company's own initiatives. "We're always looking for new things," Hotz said. "Some ideas come from the outside. For instance, we're sometimes given tagging requirements that we must comply with." Though the company grows a large array of plants of different heights, shipping is not a problem. The company's delivery carts from Attko Greenhouse Inc. have adjustable racks that accommodate any size of plant.

Mann's Greenhouse Founded: December, 1976 by Robert Mann. Location: Woodstock, Ga. Growing space: 150,000 square feet of greenhouses, 40,000 square feet of retractable shade and 2.8 acres of outdoor growing space. Employees: Ranges annually from 62-105. Crops: Annuals, herbs and perennials. Primary customers: Home Depot, Lowe's and some landscapers. Distribution area: South to Ocala, Fla., north to Nashville, Tenn., east to North Carolina and South Carolina and west to central Alabama. For more: Mann's Greenhouse, 4950 Hickory Road, Woodstock, GA 30188; (770) 345-2300; fax (770) 345-7100.

. © 2001 Branch-Smith Publishing