Physocarpus Little Devil is named 'Best New Plant' at the Garden Retail Awards 2011
JOHN Woods Nurseries' prize-winning plant, Physocarpus Little Devil has collected one of the industry's ultimate awards after being named 'Best New Plant' at the Garden Retail Awards 2011.
At a glittering occasion, which attracted more than 400 leading figures to London's Grosvenor House Hotel, Little Devil picked up the honour amid fierce competition.
The panel of judges, who included The Sun's gardening correspondents, Steve and Val Bradley, Mark Rosenberg; news editor of Amateur Gardening, and the features editor of Horticulture Week, Gavin McEwen, were charmed by the precocious plant which is a truly compact opulifolius form.
With an eventual height of between 90cm to 120cm, Little Devil is perfect for smaller, urban gardens or where space is limited. The rich, plum-purple foliage acts as a great foil to shrubs and perennials alike, and the white-pink, button-like blooms in June add another season of interest.
This easy-case shrub for gardeners of all levels and which was bred in the United States by David Zlesak, came onto the market in April this year.
John Lord, Managing Director of John Woods Nurseries, was delighted with this latest accolade for the plant. He said: “This is another notable achievement for a plant which has been an instant hit.
Earlier this year, Physocarpus Little Devil won best in 'Hardy Nursery Stock” at the Horticultural Traders' Association's National Plant Show at Stoneleigh Park in Coventry, among 116 exhibitors.
Editor's Notes
Physocarpus Little Devil™
Produced by: John Woods Nurseries, Main Road, Pettistree, Woodbridge,
Suffolk IP13 0HH.
Product Description:
Physocarpus opulifolius Little Devil™ (‘Donna May’)
3 litre pot
Suggested selling price £10.99l
Background
Physocarpus opulifolius Little Devil™ (‘Donna May’)was bred in the US by David Zlesak.
Features
Little Devil is deciduous shrub with a very compact habit, a truly dwarf form of the opulifolius species. Its primary ornamental feature is deep, rich purple leaves which densely clothe neat upright branches. In June white button-like blooms with a hint of pink are produced, creating a pleasing contrast against richly coloured foliage, an extra dimension of interest through the summer months as well as an attraction for butterflies.
Undemanding in its requirements Little Devil is happy in sun or partial shade in any reasonable garden soil and tolerates drought well, once established. Little or no pruning is needed and it is hardy to -30°c.
Eventual Height and spread 120x90cm, approximately in 10 years.
Consumer appeal
Little Devil is easy care and undemanding with a long season of interest, making it an easy choice for customers who lack confidence in their gardening skills; they will have success with this plant. It is equally attractive where low maintenance is an important consideration.
Hardiness is now a factor for consumers nervous about losing plants should the freezing temperatures of last winter be repeated; they can be reassured by Little Devil’s hardiness rating.
A neat upright habit brings instant structure for gardeners planning a new border and it makes a good gap filler in existing planting. In both situations the rich tone of the foliage acts as a great foil to other plants. Its diminutive size is great where space is limited and an important factor for consumers choosing plants for a small garden. For those gardening for wildlife Little Devil’s attractiveness to Butterflies will appeal.
Retail appeal
With retailers standard mark up Little Devil returns a good cash margin. It has an excellent shelf life and long sales period which reduces the need for discounting helping to maintain margin.
Little Devil provides flexible merchandising opportunities. It can be merchandised to great effect in a bold block or can be used effectively in mixed displays as a foil for other plants.
It can be recommended to satisfy a range of customers needs as detailed above.
Little Devil was featured in John Woods medal winning gardens at this year’s RHS Chelsea Flower show and BBC Gardeners World Live, part of a PR campaign to promote several of John Woods’ new plant introductions. The aim of the campaign was to drive retail sales, by raising consumer awareness and promoting garden centre stockists through the John Wood’s retail hotline and on-line stockist locator.
Commercial Success.
The launch batch has sold out; over 2,000 plants have been sold since its first availability in spring. Retail sell through has been strong and this is reflected in a pre-booked orders in excess of 3,500 for the 2012 season.
Awards:
- Best in hardy Nursery Stock category National Plant Show
- Winner of Best New Plant at the Garden Retail Awards.
John Woods Nurseries
John Woods Nurseries was incorporated in August 2007, following a management buyout of the then Notcutts Nurseries by managing director John Lord and finance director John Kirkum.
The original John Woods Nurseries was established in 1837 and purchased by RC Notcutt in 1897. The name was chosen for the new business to reinforce the company’s heritage and authenticity.
John Woods produces hardy nursery stock on a ninety-five acre site in Suffolk. Sixty acres are currently in production, with the remaining thirty-five available for expansion.
The company’s product range extends to 1,500 lines in a range of sizes across shrubs, perennials, roses, ericaceous plants, climbers, trees and fruit. More than 1.3million units are produced annually.
ISO14001 and ISO9001 accredited, John Woods Nurseries is one of the UK’s top five nurseries supplying the garden retail market. Annual turnover is approximately six million pounds.
Industry Awards
Silver-Gilt Flora - BBC Gardeners’ World Live 2011
Silver-Gilt Flora - RHS Chelsea Flower Show 2011
Garden Retail Awards ’10 - Most Successful New Plant
Gold Award ’10 - RHS Hampton Court Palace Flower Show 2010
Gold Medal ’10 - RHS Chelsea Flower Show 2010
Grower Awards ’09 - Trade Marketing Campaign of the Year
Garden Retail Awards ’09 - Most Successful New Plant
Grower Awards ’08 - Trade Marketing Campaign of the year
Garden Retail Awards ’08 - Most Successful New Plant
For pictures and more information, visit John Woods Nurseries press room at www.cisionwire.com/john-woods-nurseries
For more information contact redheadPR:
Sara Tye on 07786 176 617 or email: sara@redheadpr.co.uk
Emma De Maio on 07921 160 134 or email: emma@redheadpr.co.uk
