AZUSA, Calif. - Monrovia Nursery, a grower of ornamental plants since 1926, announced Jan. 23, 2001, that it has merged with Wight Nurseries, a 113-year-old commercial nursery in Cairo, Ga., and LaGrange, N.C. and Berryhill Nurseries of Berryhill, Ohio. The new company is called Monrovia Growers.
According to Monrovia Nursery CEO Miles Rosedale, as the demand for Monrovia's Distinctively Better line of plants has escalated in recent years, the company had been looking for an opportunity that would boost its supply of quality plants and strengthen its presence east of the Mississippi. Monrovia has growing operations in Visalia and Azusa, Calif., and Dayton, Ore. The merger with Wight and Berryhill will boost total production acreage to more than 4,000 acres, increasing plant production by 33 percent, according to a Monrovia press release.
"Wight's and Berryhill's long history and focus on growing superior plants and providing their customers with exceptional service is in tandem with Monrovia's mission. It's an ideal partnership.” Rosedale said. He also explained that under the terms of the transaction, Wight and Berryhill would continue to operate as independent entities with no changes in management, plant location or total employment. Sales and marketing efforts will be combined. Wight's CEO Richard VanLandingham will join the board of directors of Monrovia Growers.
Monrovia Growers has three immediate actions planned. First, the company plans to improve and expand its mix of products at all six growing locations, in order to offer a full selection of premium plants for spring, summer and fall seasons.
“We will add 250 production acres in Ohio, North Carolina and Georgia. Simply put, six locations will mean faster delivery, smaller minimums, more availability and more competitive freight charges,” Rosedale said.
The second objective is a pricing program that allows customers to share in higher margins from a premium line of plants. For the remainder of 2001, all the nurseries will offer the same plants, prices and terms of sale that existed prior to the merger. Beginning with orders for 2002, customers will be offered a changing mix of plants with new pricing and terms that will align with the market conditions faced by each customer. Discounts will be offered to customers participating in the theme collections and in-store merchandising programs. “We will reward those customers who want to partner with us by supporting our premium product," Rosedale explained.
Two product lines will be grown - one specifically suited for the needs of landscape contractors and the other for retail garden centers. Approximately 30 percent of Wight and Berryhill's plants are sold to the landscape segment, and the company is known for its array of large trees and shrubs in up to 30-gallon containers. Rosedale noted that this would be an important component of the expanded product line.
The third initiative, Rosedale explained, is a focus on the customer. “Based on the principles Fred Wiersema emphasizes in his book Customer Intimacy, we intend to find ways to make our customers more profitable and more successful.” To begin, Monrovia will combine sales forces with Wight's and add an additional five reps by next year. Marketing and merchandising efforts will escalate to increase a demand among consumers, encouraging them to visit their local garden center and seek out premium plants grouped in themed collections.
Monrovia Growers' consumer awareness efforts will include national consumer advertising and public relations and partnering with garden centers to introduce in-store merchandising programs for a variety of themed plant collections.
This is the first major acquisition for the family-owned and operated Monrovia. Its growth in its 75-year history has been through expansion and consistent sales increases. The merging of the companies has begun, with no interruption of plant delivery or customer service. “Our garden center and landscape contractor customers are as eager as we are about this acquisition and looking forward to all the benefits,” Rosedale said.
For more information about the companies visit the following links:
- Monrovia - www.monrovia.com;
- Wight Nurseries - www.wightnurseries.com;
- Berryhill Nurseries - www.berryhillnurseries.com.
