Going where the grass is greener 💚

The most intense colours you've seen!

Hello, dear reader. Today I’ve been learning about ornamental grasses. I’ve paid a visit to Amigra in the Westland area of the Netherlands, hosted by Erik, Stanley and Roy from the company (have to say that’s a fine set of English names there)!

The company has been in my sphere of interest for about a year, as they’ve got a really good Instagram presence. They were quickly put onto my internal “to visit” list, and finally I got to do just that!

Whoever runs the Instagram account messaged me two days before, and asked if I would like any lunch. I said yes, of course I would. They asked if I had any dietary requirements, and I replied by saying I only eat kroketten (if you live outside the Netherlands, and you don’t know what this is, Google it, because there’s no way I can explain it accurately)!

I arrived to a table, on which was placed 2 takeaway kroketten.

Anyway, from when I first met some of the team at the IPM in Germany earlier in the year, I knew we were on the same wavelength. However, I didn’t realise how aligned we were until Erik printed off an agenda for our conversation…

Dear reader, I don’t know if you realise how organised I am, not only do I have reminders for everything, but I also tend to have a rough agenda in my head whenever I have a conversation with a business contact (perhaps even everyone in my life). It allows you to stay roughly on track, but also tick off the things that you want to discuss. It makes sense, and even more sense when it’s on paper. I was excited for Erik’s agenda!

The company began growing grasses around 25 years ago, and changed its name to Amigra 10 years ago. They have bravely stuck to an assortment of barely 10 products. I don’t think I’ve got a self restraint to ever run a nursery like that myself.

But, by having this laser focus, they have really cornered the fancy grass market, especially with their own selection of Festuca, Intense Blue.

A bold decision to plant everything into a bespoke blue plastic pot also changed everything. It made the brand recognisable, and rather than match each plant to a pot colour, they stuck with light blue for all. Simple and eye catching, especially with their excellent plants within!

There’s another difference with Amigra plants - they don’t deliver too soon. And this is why their grasses look unlike most others in the garden centre. Plants are full, some might even say buxom, and satisfying. Yes - we are still talking about plants here!

Their stock also differs in how its grown undercover, unlike most hardy grass plant crops. It doesn’t have any heat, but it does have protection from the ravages of the weather.

Let’s go back to the brand awareness for a moment. We actually had a really interesting conversation about how people buy plants these days…

Erik said that his parents used to go to the garden centre with a list of plants they knew they wanted to buy; however in the 2020s, people (of all ages) go to the garden centre with a more open mind. Perhaps they have a certain budget to spend, or perhaps they just want some colour, but they are prepared to try new things. They are no longer going out armed with a specific plant list.

This means that it’s even more competitive to get the customers attention, and is another reason why Amigra need to stand out! Plants are competing with other plants, but also with barbecues, furniture, and solar lights.

Erik felt that the merchandising indoors in garden centres is often streets away from that of the outdoors. He likened it to moving from a colour TV back down to a black and white one!

I’m inclined to agree - we could certainly ‘lifestyle’ our outdoor plants better, showing more combinations, surrounding the plants with add-on purchases, and more.

We all agreed that social media is a brilliant tool, and allows you to access outside of the usual channels. For example, many growers will know that plants are available from the nursery before the actual buyer has investigated. Likewise, the consumer can learn about new lines, even before they are available to buy.

We had a conversation about controlling pests on plants too. As nurseries cannot use chemicals any longer, they are looking towards biological control. But this isn’t fully successful, and there is the possibility that customers of the future could be buying plants with the odd pest or two on them. Will the consumer find this acceptable?

It’s a really interesting discussion point, and is it an opportunity to encourage the customer to attract natural predators? For example, ladybirds would control the aphids that can plague Festuca.

So how on earth do you grow a mega crop of Festuca and friends? The answer is my division! Mother plants are divided once mature, and in a 17cm pot size. They are usually split into about 30 plants. Those babies are potted on, and will take about a year until they’re large enough for the garden centre.

The stock improves constantly, as the new mother plants are drawn from the stock each time.

We had a walk through the production zones, and I needed sunglasses. These greenhouses were the most greenhouse a greenhouse has ever been! The roof was insulated with diffuser, which maximises the light, plus everything is painted white surrounding.

Why?? Because the Festuca give their best colours when it’s brightest!! Cue dazzling blue, glorious golden and sharp green hues all around.

This also needs to be considered when plants are sent in transport. For example, plants sent to the UK are packed at the very last moment, to reduce the time the blue tinge is fading in the back of a lorry!

Such an interesting visit, with a group of guys on the same wavelength. I left happy that we had ticked off our “conversation to do list”!