Star Roses & Plants sets brand quality standards

Star® Roses and Plants, a leading genetics company focused on breeding, introducing, and marketing roses, perennials, and woody plants, has set Brand Quality Standards for The Knock Out® Family of Roses and The Drift® Rose Series. Effective July 1, 2014, the Brand Quality Standards outline qualitative specifications for plant health and size, as well as minimum suggested pricing and mandatory packaging requirements for the American market.

Brand Quality Standards are new to the industry, and like anti-infringement efforts, they will help reduce the amount of marginal products on the market — products that are not true to the brand and the licensees’ quality standards. “As a leader in rose development and of top brands in horticulture, we have to set and meet high product standards,” says Steve Hutton, president and CEO of Star® Roses and Plants. “This is just another step in meeting the demand for high quality garden products set by our grower customers, their retailer customers, and the end consumer.”

Hutton continues, “A critical step in ensuring plant quality and consistent brand representation at retail, the Brand Quality Standards have been established to avoid poor quality plants, non-compliant pots and tags, and non-compliant combinations in order to ensure consumer satisfaction and respect of the brand promise. Defining our Brand Quality Standards will assure growers and gardeners alike that when they pot up or buy a rose in our branded chartreuse pot, it is a healthy plant that will perform as promised.”

For questions about Star® Roses and Plants’ Brand Quality Standards, please visit www.starrosesandplants.com/brand-quality-standards or call 800-458-6559.

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