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Agricola teams with Master Nursery Garden Centers

7/16/2014

Agricola Management Group has entered into an agreement with Master Nursery Garden Centers (MNGC), the leading retail nursery cooperative in the United States, according to Randy Hunter, Managing Partner of Agricola Management Group, exclusive licensee for the HGTV HOME Plant Collection. Master Nursery Garden Centers will carry the Plant Collection's extensive line of products while enjoying Agricola's merchandising and marketing support. Agricola and MNGC will also work together to develop a joint grower and retailer network utilizing existing growers for both Agricola and MNGC, along with MNGC member garden centers.

"We see these garden centers becoming destination outlets for the HGTV HOME Plant Collection's Expressions AnnualsT, Essential PerennialsT, Smart & Stylish ShrubsT and Patio Veggies & HerbsT," says Hunter. "Now, Master Nursery Garden Centers can partner with a consumer brand with 95% brand awareness, and HGTV HOME is gaining a great merchandising environment to showcase our entire plant collection to consumers. Our goals are to strengthen the retail impact of these member garden centers and continue to build awareness among consumers while also enhancing relationships with our grower partners."

"Master Nursery Garden Centers is pleased to partner with the leading-edge HGTV HOME Plant Collection and enhance our retail selections with a solution-based program that drives traffic and builds consumer loyalty," says Gerry Docksteader, Vice-President of Operations at Master Nursery Garden Centers. "The HGTV brand has tremendous consumer appeal and we know this partnership will be mutually beneficial."
As part of the this agreement, MNGC member garden centers will receive a customized marketing toolbox with digital and print ads, email templates, and radio and television ads designed for the nursery to co-brand with HGTV HOME Plant Collection. In addition, national television spots will be tagged with a Master Nursery Garden Center message during spring television flights, and MNCG member garden centers will be highlighted on the www.hgtvhomeplants.com online store locator.

"This marks the first time Agricola has partnered with a major horticulture retail cooperative," says Hunter. "The partnership will strengthen our relationship between MNGC members, and our network of growers across the US and Canada for annuals, perennials and shrubs."

Master Nursery Garden Centers is a national organization of over 500 independent, locally owned garden centers. The cooperative was founded in 1954 by a small group of San Francisco Bay Area garden center owners and has grown to become the leading retail nursery cooperative in the country. For more information on Master Nursery Garden Centers, visit www.masternursery.com.

Agricola Management Group and HGTV jointly launched the HGTV HOME Plant Collection in 2012. The Plant Collection-which features Expressions AnnualsT, Essential PerennialsT, Smart & Stylish ShrubsT and Patio Veggies & HerbsT-is recognized as one of the premier plant collections in the U.S. and Canada today. Agricola partners with over 900 retailers in the U.S. and Canada and over 30 growers in both countries.