AU: Entering the green life market as a vegetable seedling producer

In an article published in the Groundswell Journal, Boomaroo Nurseries explain their journey of entering the green life market and building a new brand. Originally, Boomaroo Nurseries is a vegetable seedling producer, that supplies around 300 million vegetable seedlings to growers across Victoria, New South Wales, Queensland and South Australia. A couple of years ago, they started to enter the green life market and created a successful brand, called BOOM.

After establishing a good name in the vegetable seedling sector, Boomaroo Nurseries started to extend their reach into the green life sector. According to Andrew Burgess, General Manager of Boomaroo Nurseries, it was not easy to develop a green life identity. "We weren't an established nursery with a long tradition... we were the new kid on the block," he told the Groundswell Journal.

Picture on the right: From left to right: Craig Shalders, Richard Herzina, David Bartlett and Andrew Burgess.

"With retailer Bunnings placed strategically within their sights, Boomaroo set about creating a brand offering that would meet the needs of their typical customer. The brand, called BOOM, consists of a range of three pots that are dominated by a vibrant color and texture. It became a great success and resulted in a significant year-on-year growth in sales and production, nearing two million pots a year,"reports the Groundswell Journal.

Due to this success and their confidence that there is a place for this 'new kid' in the market, they invested in the future of their green life through a multimillion dollar upgrade of the nursery's green life production.

So, despite being newcomers, it is obvious that Boomaroo's rapid expansion has cemented its position as a serious player in the green life sector. Andrew told the Groundswell Journal that he believes that this success has come as a result of good strategic planning. He is confident that the future will continue to build on the achievements of the last few years.

Click here to read the complete article of Boomaroo Nursery in the Groundswell Journal (PDF).

For more information
Boomaroo Nurseries Pty Ltd
Andrew Burgess
General Manager - Greenlife
105 St. Andrews Drive, Lara. Vic 3212
T: (03) 52 82 2199
Fax: (03) 52 82 3969
Email: [email protected]
www.boomaroo.com