The most renowned PDSI introduction, the Encore Azalea line revolutionized the azalea industry. While traditional azaleas offer two weeks of blooming, the 23 Encore Azalea varieties triple the most appealing characteristic of the species by offering blooms in spring, summer and fall.
The Encore Azalea line also contributed to the changing face of the horticulture industry in regards to marketing and advertising. As one of the first plants to incorporate colorful packaging and consumer advertising, Encore’s program helped lead the way from a commodity-based industry to a quality, brand-based industry. While the performance and quality of the plant line are undeniably top notch, the marketing of the plant line has helped communicate the brand benefits with the consumer, keeping demand and price high.
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