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Ceres Gardening

In: Business and Management

Submitted By belenqs
Words 868
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Ceres Gardening began with Jonathan Wydown in 1989 when he founded the company with a mission to promote sustainable organic gardens and landscapes. He is an advocate of soil preservation, biodiversity, natural fertilizers and pest control. The company originally operated as a mail–order Catalog Company in which sales continued to be steady, but Wydown wanted to enter the retail market. As a result he hired Annette O’Connell as VP of marketing. Initially the company focused its primary efforts on independent nurseries and garden centers in the northern California region. That later changed in the late 1990’s when people started becoming interested in organic gardening, expanding to retailers across the western side of the United States.
Ceres Gardening strategy has been to promote their products to people who are environmentally conscious consumers. They even had a free newsletter that created a sense of community among customers. Considering the market demand growth in organic products, Exhibit 2 shows how the revenues of the company have grown over 70% in five years while their profits have grown over 25%. One of the key factors that drove the company’s growth is that they caught the attention of the casual hobbyist who are drawn to buying more developed plants as apposed to seeds. Ceres’s early investment in constructing a seedling and live-plant business gave the company a lead in the growing retail market. They also hired many independent sales representatives. Another very important factor is that they developed a loyal customer base because of the reputation for quality and great customer service; this gave them an advantage over other competitors. Another key factor that drove the company’s growth was their production strategy; the main farm was located in California but as product demand increased Ceres developed a network of small, independent…...

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