Jamie Durie now part of ‘Distinctively Better Partners’

“Distinctively Better Partners,” an initiative launched earlier this year with Monrovia and VPG the ferti•lome people, has now expanded to include Jamie Durie, a respected horticulturist, landscape designer and host of HGTV’s “The Outdoor Room with Jamie Durie.”

“When we announced the Distinctively Better partnership in February with VPG the ferti•lome people, we had fantastic plants and plant health care products, but needed the retail component,” explained Elin Dowd, Monrovia’s president. “The goal of this newly enhanced partnership is to create excitement in independent garden centers (IGCs), supported by Jamie’s upbeat personality and creative design ideas.”

“We hope to offer design ideas, great plant recommendations and plant health care ideas, all under the umbrella of Jamie Durie, utilizing his fantastic design and horticultural expertise,” added Wade Bowman, CEO of VPG.

Marketing support will include a national media campaign (TV, radio, magazines, social media), in-store merchandising (posters, handouts), and a new Garden Design with Jamie Durie mobile app that allows users to select plants and design their outdoor living areas. Additionally, Jamie Durie will offer speaking engagements and book signings at key IGCs across the country.

A key component of the partnership is the installation of Outdoor Rooms (display vignettes) at participating IGC’s and hardware stores, featuring Monrovia plants and ferti•lome plant health care products. These Outdoor Rooms will be designed by Jamie Durie and stocked with Jamie Durie-Monrovia branded outdoor furniture and gardening accessories. This new design concept will be showcased at the Northwest Flower and Garden Show in Seattle in February 2012 where Jamie will be a keynote speaker.