From idea to successful international market launch.
Strategic consulting for breeders, producers and companies – from selection and plant variety protection to licensing and successful market launch.
A good plant doesn't sell automatically.
What proves successful in breeding must later find a comprehensible place in the market.
What advantages does this new plant offer?
For which target group is it interesting?
How does it differ from the existing offering?
Does it fit production and trade, and does it take consumer trends into account?
Which partners are needed?
And does the concept also work in other international markets?
A good plant becomes a compelling offer when these points align.
How can I help you?
Market Assessment & Positioning
Finding out where a plant truly has potential.
Not every market is equally suitable for every variety.
When assessing potential markets, I consider not only the product itself but also production conditions, competition, trade structures and the expectations of the respective target groups.
Market potential · Competition · Positioning · Target groups · Product features · International market differences
The goal is not to introduce one variety everywhere possible.
But where it can be positioned effectively.
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International market launch
Successful concepts cannot simply be transferred.
A variety or concept that works in North America will not automatically be as successful in Europe – and vice versa.
Differences exist not only in climate and production.
Trading structures, communication, presentation, and purchasing behavior can also differ significantly.
For an international launch, I will support you in adapting your product, communication, and partner network to the respective market.
Market launch strategy · Producers · Licensing partners · Trade outreach · Market communication · Marketing
Product range development
Bringing the right plants together.
Sometimes the strength lies not in a single variety, but in the interplay of several products.
However, a functioning product range needs more than just a common name.
The plants should be selected according to clear criteria and should complement each other in a meaningful way, for example in terms of use, production period, appearance or sales time.
I will support you in developing a clear and coherent product range from a large number of possible products.
Plant concepts
Turning a product range into an understandable idea.
A plant concept is more than just a brand name or a logo.
It requires a coherent concept, clear selection criteria, and products that actually deliver on this promise.
Together we will consider:
Which plants are part of the concept?
What connects them?
What benefits does the product range offer for production and trade?
How can this benefit be communicated to the consumer in an understandable way?
In this way, individual plants can be combined to create an offering that is perceived as a single unit in the market.
Marketing strategy
Define the appropriate measures for the product and the market.
Depending on the variety, target group and market, the marketing requirements also differ.
When developing a suitable marketing strategy, I will support you in meaningfully combining positioning, messages and measures.
Brand identity · Website · Logo · Labels & packaging · POS · Trade fairs · Brochures · Online marketing · International marketing communication
Where specialized marketing services are required for design and operational implementation, appropriately suited agencies and specialist partners are involved.
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Cultivaris GmbH – Innovation and Market Success
“Garry Grüber is one of the few people worldwide who has an excellent instinct for genuine innovations that also become commercially successful. Over the decades, he has made many gardening enthusiasts happy – and, above all, helped producers around the globe generate strong sales.”
Robert Wacker – CEO, Cultivaris GmbH
Proven Winners North America –
Brand and Concept Development
“From the very beginning, Garry played a pivotal role in the creation and development of Proven Winners. His vision and ideas were crucial to the development of the brand, the grower network and the highly successful launch of new products, both in North America, in Europe and abroad. Our collaboration and friendship has continued over the decades.”
Mark Broxon – CEO, Proven Winners North America
Terra Nova Nurseries –
Breeding and New Product Development
“Over the years, we worked closely with Garry on developing new markets for choice perennial cultivars for the international marketplace. For example, we once had a truly promising new trait occur in one our key crops – however, this genetic breakthrough proved to be highly instable in mass production. Garry applied his practical expertise with chimeric breeding techniques and thus paved the way for stabilizing this new characteristic. This in turn was the foundation for further extensive breeding breakthroughs and many very successful new variety launches.”
Ken Brown – General Manager, Terra Nova Nurseries
From plant to marketing.
The market launch reveals many decisions that were made much earlier.
Manufacturability, protection, licensing partners, product range and positioning all influence each other.
Therefore, a market launch is not only considered from the moment the product is to be sold.
Where it makes sense, consideration is given earlier to what a plant will later have to achieve in the market.
International markets function differently.
What works in Europe cannot automatically be transferred to North America.
The same applies in the other direction.
Production conditions, trade structures, communication and expectations differ from market to market.
Therefore, four questions are central to an international market launch:
Does the product fit the market?
What adjustments are necessary?
Which partners are needed?
And how should the plant be positioned and marketed there?
The goal is not to serve as many markets as possible.
But the right ones.
Do you want to further develop a variety, a range, or a plant concept?
Beschreiben Sie mir kurz, was Sie vorhaben, wo Sie aktuell stehen und an welcher Stelle Sie Unterstützung suchen.
Dann klären wir gemeinsam, welche nächsten Schritte sinnvoll sind und wo meine Erfahrung Ihr Projekt sinnvoll ergänzen kann.
The advice is aimed at breeders, breeding companies, young plant nurseries, producers and companies in the green industry who are looking for support with breeding, intellectual property rights, licensing, assortments or international markets.
No. Support can be useful both for early breeding questions and for already developed varieties, existing assortments or a planned market launch.
Yes. Not every project requires support throughout its entire development process. Often, it's about a specific question, such as selection, finding a licensing partner, entering a new market, or further developing a product range.
No. The role lies in providing expert advice and developing suitable solutions. Where practical laboratory services are required, implementation is carried out using existing customer structures or with the involvement of specialized partners.
Yes. Issues of maintaining plant health, mother plant care, and the long-term preservation of valuable genetics can be crucial even during the development of a variety and are included in the consultation as needed.
No. I provide expert support and coordination for intellectual property and licensing issues. Where legal advice or representation is required, appropriately specialized lawyers or patent attorneys are involved.
The operational implementation of marketing measures is not part of my service offering. I provide consulting support for marketing strategy, positioning, and the selection of suitable measures. Appropriate agencies and specialist partners can be involved for design and implementation.
Yes. This involves, among other things, aligning market potential, consumer trends, positioning, partners, and communication with the respective target market. A successful variety or concept cannot automatically be transferred from one market to another.
Yes. The decisive factor is not so much the company size, but the specific question at hand. The scope and approach are adapted to the project, objectives, and existing structures.
You don't need a fully developed concept for our initial contact. Simply answer five short questions about your project using the inquiry form. Afterwards, we can discuss together whether and where collaboration would be beneficial.
Yes. Confidentiality is particularly important when it comes to new genetics, varieties, and market launches. Project information is treated accordingly.