NEW PLANT INNOVATION - TRANSFORMING DREAMS INTO REALITY WHILE LOOKING AFTER CUSTOMERS

This article will expose successful new woody plant introduction strategies in the lucrative United States (US) market. Breeding objectives, the necessity of targeted innovation, and the complex path to proper management of a plant product will be discussed. Definitions of US plant product customers, market channels and how to reach the target consumer are explained. Plant introduction successes and failures are cited. This presentation focuses on southern hemisphere plant introductions, a specialty of Ball Ornamentals; but most points made are applicable to any new plant product.