If you ordered any seeds or other garden supplies in the past few years, then you know what to expect when you open the mailbox in late December. Catalogs- lots of them, full of the latest and greatest varieties, tools, gizmos, gloves, books, etc.
There are several catalogs that head straight to the recycling bin. There are a few that I know I will need handy eventually, so I put them into the SAVE pile, but they don't really call my name at this time of year. Then there are a few that I scan like a detective hunting for clues. Topping the list of the catalog most scanned, read, and eagerly anticipated is the catalog of Johnny's Selected Seeds.
First question: what's new? I find myself gravitating towards the tools section. Has Eliot Coleman created a drill-powered mini-copter that allows you to hover over beds of greens in the hoophouse? Perhaps in 2011. But the big push on quick hoops seems right for the times. Cheap, effective, and serious profit potential.
Second question: what's changed? Now I'm looking at prices. I go straight to lettuce mix for that one. Almost no change. Smart move! Now to Zinnias- prices have risen sharply for the Benary's mix, probably in part due to the events in the flower seed world that Growing for Market has covered in 2009. Either way, I wish that Johnny's would just stick with weights of seed (1/4 oz., 1 lb, etc.) or quantites of seed (50 seeds, 1000 seeds etc.), but not tinker around with these units for different varieties, or from year to year. Everything else about the catalog is excellent, but I'd rather that Johnny's just be more open about price changes than trying to muffle them with changes to units and sizes of packets that prevent an easy comparison.
Third question: in what direction is the company headed? I'm interested in what new areas the particular seed/tool company seems to be expanding. Johnny's appears to be renewing focus on the commercial grower, and expanding in the tools/equipment aspect of the company. That says two things to me- one, that small-scale farming is booming in a time of economic stagnation, and two, that Johnny's is concentrating on strengthening its position as the 'go-to' seed & supply company on the East Coast for the small veggie farm. That may seem like the obvious move, but my observations of several companies in the past few years lead me to conclude that many small companies make the mistake of trying to be all things to all people. Johnny's has avoided this pitfall, by concentrating on becoming all things to a particular group of people (market gardeners and small veggie farmers), a group which is clearly surging into 2010.
The Seeds of Change catalog really surprised me by removing the tool section entirely! This says to me that after dabbling with all kinds of different stuff, they may be concentrating again on the backyard gardener. I get the sense that the company is a little bit scattered in terms of focus, and perhaps might be returning home to a focus on heirloom seeds.
Southern Exposure Seed Exchange has the most compelling catalog of the year, in large part due to the catalog cover, which is creative and enticing. Little gnomes with caps that mirror hot peppers. Very well done. Everything about this company says that it is heading in a positive direction. Like Johnny's, Southern Exposure is clearly concentrating on strengthening its home base, but in this case the home base is heirloom seeds and the backyard gardener. Quantities of many seeds are certainly sufficient for the market farm, but Southern Exposure has smartly continued focus on the victory gardener and establishing itself as the go-to seed company for organic gardeners of the mid-Atlantic. I am impressed by how Southern Exposure has crafted and communicated such a clear and consistent identity over the years, and how each year seems to feature solid and measurable improvements...all this I gain from the catalog!
But a picture is worth a thousand words. In summary, the catalogs of 2010 communicate to me that this is a year of 'energizing-the-base'. Smart companies are identifying the things they do well and improving them. The small farmers and backyard gardeners these companies serve are doing the same thing. 2010 motto (expanded from an old funk song)- "Whatever you do, do it good, and what's good, make it better."
There are several catalogs that head straight to the recycling bin. There are a few that I know I will need handy eventually, so I put them into the SAVE pile, but they don't really call my name at this time of year. Then there are a few that I scan like a detective hunting for clues. Topping the list of the catalog most scanned, read, and eagerly anticipated is the catalog of Johnny's Selected Seeds.
First question: what's new? I find myself gravitating towards the tools section. Has Eliot Coleman created a drill-powered mini-copter that allows you to hover over beds of greens in the hoophouse? Perhaps in 2011. But the big push on quick hoops seems right for the times. Cheap, effective, and serious profit potential.
Second question: what's changed? Now I'm looking at prices. I go straight to lettuce mix for that one. Almost no change. Smart move! Now to Zinnias- prices have risen sharply for the Benary's mix, probably in part due to the events in the flower seed world that Growing for Market has covered in 2009. Either way, I wish that Johnny's would just stick with weights of seed (1/4 oz., 1 lb, etc.) or quantites of seed (50 seeds, 1000 seeds etc.), but not tinker around with these units for different varieties, or from year to year. Everything else about the catalog is excellent, but I'd rather that Johnny's just be more open about price changes than trying to muffle them with changes to units and sizes of packets that prevent an easy comparison.
Third question: in what direction is the company headed? I'm interested in what new areas the particular seed/tool company seems to be expanding. Johnny's appears to be renewing focus on the commercial grower, and expanding in the tools/equipment aspect of the company. That says two things to me- one, that small-scale farming is booming in a time of economic stagnation, and two, that Johnny's is concentrating on strengthening its position as the 'go-to' seed & supply company on the East Coast for the small veggie farm. That may seem like the obvious move, but my observations of several companies in the past few years lead me to conclude that many small companies make the mistake of trying to be all things to all people. Johnny's has avoided this pitfall, by concentrating on becoming all things to a particular group of people (market gardeners and small veggie farmers), a group which is clearly surging into 2010.
The Seeds of Change catalog really surprised me by removing the tool section entirely! This says to me that after dabbling with all kinds of different stuff, they may be concentrating again on the backyard gardener. I get the sense that the company is a little bit scattered in terms of focus, and perhaps might be returning home to a focus on heirloom seeds.
Southern Exposure Seed Exchange has the most compelling catalog of the year, in large part due to the catalog cover, which is creative and enticing. Little gnomes with caps that mirror hot peppers. Very well done. Everything about this company says that it is heading in a positive direction. Like Johnny's, Southern Exposure is clearly concentrating on strengthening its home base, but in this case the home base is heirloom seeds and the backyard gardener. Quantities of many seeds are certainly sufficient for the market farm, but Southern Exposure has smartly continued focus on the victory gardener and establishing itself as the go-to seed company for organic gardeners of the mid-Atlantic. I am impressed by how Southern Exposure has crafted and communicated such a clear and consistent identity over the years, and how each year seems to feature solid and measurable improvements...all this I gain from the catalog!
But a picture is worth a thousand words. In summary, the catalogs of 2010 communicate to me that this is a year of 'energizing-the-base'. Smart companies are identifying the things they do well and improving them. The small farmers and backyard gardeners these companies serve are doing the same thing. 2010 motto (expanded from an old funk song)- "Whatever you do, do it good, and what's good, make it better."
