All-America Selections Annual Report June 2016 - AAS Winnersall-americaselections.org/wp-content/.../AAS-Annual... · Get AAS Winners to be a larger presence in mass merchants. Mizuna

Tested Nationally & Proven Locally

All-America Selections

Annual Report

June 2016

Phone: 630.963.0770

E-mail: [email protected]

www.aaswinners.com


1311 Butterfield Road

Suite 310

Downers Grove, IL 60515

AAS Winner NuMex Easter ornamental pepper as seen during the 2015 Summer Summit


Page 2 All-America Selections 2016 Annual Report

Page 3.......... Message to the Horticulture Industry

Page 4.......... Your Board of Directors

Page 5……...AAS Committees

Page 6-7…...Our Strategic Plan

Page 8……...Financial Summary

Page 9 ........ Assessments & Entries

Page 10-11 Showcase of 2016 AAS Winners

Page 12 ....... AAS Trial Grounds and Judges

Page 13 ...... AAS Display/Preview Gardens

Page 14 ....... AAS Winner Publicity Report

Page 15 ....... AAS Landscape Design Contest

Page 16-17 .. AAS Marketing Updates

Page 18 ....... Social Media

Page 19 ....... AAS Staff

Page 20-21 .. AAS Awards

Page 22-23 .. AAS Summer Summit

Page 24-25 .. National Garden Bureau

Page 26 ....... National Plant Trials Database

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Cabbage Katarina F1 National Winner


We are particularly pleased with the continued record number of AAS winners, which speaks volumes on the excellent quality of the entries from the breeders. This is a great positive: quality entries lead to more winners, which leads to more publicity for the winners and AAS, which should lead to more great entries. It’s a win/win situation, that is the result of excellent work by Diane, her staff and the board. Two of our long term staff, Macie Zorn and Marge Stancel, have retired this year. Both were strong contributors to the organization and will be missed. We wish them the best for the future. However we are also excited about the new staff that have come on to fill their vacancies. They are bringing new enthusiasm, and a fresh set of eyes to their roles. I am sure they will become excellent assets to AAS. Our major accomplishment of the past year has been the successful launch of the AAS Herbaceous Perennial trials. We have a number of excellent entries into the first year of trialling and we will be working to continue to build and improve the this new program. A number of behind the scenes projects have been on the go as well, including con-version to accrual accounting, revamping our website back end, and rebuilding our contacts database. While not glamorous, they will allow us to have stronger long term plans, be more efficient in use of resources and make better use of our exten-sive contacts. All in all another great year at AAS, and we look forward to continued success in the future.

Angus Mellish President

Vesey Seeds

All-America Selections 2016 Annual Report Page 3

Diane Blazek All-America Selections

Executive Director

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Geranium Brocade Cherry Night National Winner



Officers: President Angus Mellish

Vesey's Seeds Ltd Charlottetown, PE C1A 8K6 Canada

Vice President Connie Dam-Byl

William Dam Seeds Dundas, ON L9H 5E1 Canada

Treasurer Patty Buskirk

Seeds by Design, Inc. Maxwell, CA 95955

Past President Ron Cramer

Xiant Technologies Windsor, CO 80550

Directors: John Burrows

Pro-Veg Seeds Sawston, Cambridge CB22 3SS United Kingdom

Mark Gross PanAmerican Seed West Chicago, IL Justin Hancock

Costa Farms Miami, FL 33187

Jenny Kuhn

C. Raker & Sons Ltd. Litchfield, MI 49252-9125

Tony Nederhand Express Seed Oberlin, OH 44074 Jenny Wegley Dallas Arboretum and Botanical Garden Dallas, TX 75218

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Geranium Brocade Fire National Winner



Marketing Communications Committee Mark Gross, Chair; Patty Buskirk; Justin Hancock; Jessie Leibenguth, Gail Pabst

Ornamental Seed Comparison Committee Jeanne Svob, Chair; Al Gerace; Vaughan Fletcher; Todd Perkins; Melissa Shepherd Edible Comparison Committee (tomatoes and peppers) Josh Kirschenbaum, Chair; Patty Buskirk; Bill Dam; Bill Watson

Edible Comparison Committee (all others)

Angus Mellish, Chair; Steve Bellavia; Heather Kibble; Mark Overduin Ornamentals from Vegetative Comparison Committee Laura Robles, Chair; Al Gerace; Rebecca Lusk; Jim Nau Herbaceous Perennials Comparison Committee Leslie Halleck, Chair, Paul Pilon, Grace Dinsdale, Jenny Wegley Finance Committee Patty Buskirk, Chair and Treasurer; Angus Mellish, President; Diane Blazek, Executive Director

Combined Judges Committee Jenny Kuhn, Chair; Patty Buskirk; Connie Dam-Byl; Jenny Wegley

AAS/NGB Liaison Committee

Angus Mellish, AAS President; Heather Kibble, NGB President

Connie Dam-Byl, AAS Vice-President; Tim Hodson, NGB Vice-President

Patty Buskirk, AAS Treasurer; Mike Connelly, NGB Treasurer

Ron Cramer, AAS Past-President, Claire Watson, NGB Past-President

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Broccoli Artwork F1 National Winner

Kale Prism F1 National Winner



As I weed the 2016 AAS Ornamental Seed Trial, I am excited by the diversi-ty and innovation that breeders have entered this season. All-America Se-lections Winners continue to entice the curious gardener and past winners continue to perform in gardens all around the world. Our Strategic Plan was created to make sure that AAS remains relevant to gardeners, both novice and experienced. We have completed goals of stabi-lizing our business plan, adopting a new accounting system, and implement-ing a new database. As AAS moves forward, we continue to innovate with the industry. Our orna-mental vegetative trials are in their third year, and we are in our first year of herbaceous perennial trials. These trials expand our judging capabilities from the traditional seed grown edibles and ornamentals, to more areas that can serve the gardening public. Another part of our Strategic Plan is to promote our brand to as large an au-dience as possible, by growing our social media presence, taking bloggers on trial tours, creating how-to videos using AAS winners, and working with community gardens to bring AAS winning produce to neighborhoods and foodbanks. A major part of our future plan is the relaunch of our website to be mobile friendly and better serve our visitors with the information they need and want. AAS continues to plan for a long future of bringing the best of the industry to the consumer by engaging the industry professionals, universities, and public gardens across the continent.

Connie Dam-Byl

AAS Vice-President

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Kohlrabi Konan F1 National Winner



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Goals for 2016-2017: 1. Continue to increase and diversify revenue sources. 2. Execute strategic and communication plans for National Plant Trials

Database. 3. Continue to build relationships with vegetative breeding companies. 4. Allow flexibility for breeder to advance-promote their AAS Holdovers. 5. Finalize and implement the new internal database to serve the needs of

today’s organization. 6. Promote AAS Winners in ever more creative ways. 7. Create and launch an AAS Ambassadors program. 8. Continue to build perennial trial as well as relationship with perennial

market. 9. Recruit and build network of AAS Judges to reflect the current mix and

expertise of top industry experts. 10. Achieve 100% participation from breeders in marketing their own AAS

Winners 11. Continue to work closely with Display Gardens to pull even more benefit

from those relationships. 12. Get AAS Winners to be a larger presence in mass merchants.

Mizuna Red Kingdom F1 National Winner


I am happy to report, for the third consecutive year, that our financial statement ended with a gain. The 2015 accrual year end resulted in a surplus of $225,493, compared to the 2014 accrual year end surplus of $175,448.This positive gain is a reflection of the continued efforts of annually revising the or-ganization’s business and strategic plans. Our very active AAS board, staff and executive committee use these vital documents to guide and lead our future. One huge accounting milestone in 2015 was our shift to accrual basis bookkeeping. While this process resulted in some growing pains, the ultimate pay off is tremendous. For the first time in decades, the almost 85 year organi-zation has a bright, stable future and a secure financial foundation. All-America Selections will continue to aggressively reinvest these gains to fur-ther our marketing, trialing and branding efforts. AAS is capitalizing on our third year of regional winner assessments. The or-namental and edible regional winner income grew by over four times in FY 2015. Since AAS is fully funded by participating breeding companies entry fees and assessments, we look to you for additional guidance and suggestions for helping us promote All-America Selections’ winners. The AAS mission is sim-ple: to trial new varieties and promote the best performers. Our ultimate wish is that our testing and results will be the trialing standard for the entire horticulture industry. Please feel free to contact any AAS board member or staff with your thoughts to help us achieve our goals. Patty Buskirk, Seeds by Design AAS Treasurer

Revenues Expenses Net

2015 $ 468,117 $ 242,624 $ 225,493 2014 $ 249,509 $ 203,788 $ 45,721 2013 $ 239,827 $ 195,644 $ 44,183 2012 $ 192,134 $ 222,743 ($ 30,609) 2011 $ 192,246 $ 205,051 ($ 12,805)


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Bunching Onion Warrior Regional Winner


Assessment Revenues 2010—2015

AAS Entries vs. Winners 2010—2016


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Ornamental Pepper Black Hawk F1

Regional Winner

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Pepper Cornito Giallo F1 National Winner

Mizuna Red Kingdom F1

Ornamental Pepper Black Hawk F1

Pepper Cornito Giallo F1

Geranium Brocade Fire

Kale Prism F1

Kohlrabi Konan F1

Bunching Onion Warrior

Cabbage Katarina F1

Geranium Brocade Cherry Night



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Pepper Escamillo F1

National Winner

Radish Sweet Baby

Salvia Summer Jewel Lavender F1

Pumpkin Super Moon F1

Strawberry Delizz F1

Tomato Chef’s Choice Green F1

Tomato Candyland Red F1

Pumpkin Pepitas F1

Pepper Flaming Jade F1

Pepper Escamillo F1


Your Combined Judge’s Committee has been diligent in adding judges

and trial grounds in key areas across North America. The chart below

shows the number of Judges and where they are located.

Additionally, we now have a database of Judge’s Assistants to provide

back-up, should we need a second contact point at any trial ground.

We will continue to look at the mix of types of judges, geographic loca-

tion and additional criteria, to determine the best possible mix of AAS

Trial Grounds and Judges.

2016 Judges:

Ornamental Seed 45 judges in 30 states and provinces

Edible 28 judges in 22 states and provinces

Vegetative 17 judges in 15 states and provinces

Perennial 24 judges in 22 states and provinces

Business Types:

Grower: 20

Public Garden: 12

Originating Breeder: 9

Seed Company: 20

University: 25


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Pepper Flaming Jade F1 Regional Winner


AAS Display Gardens

We now have almost 200 AAS Display Gardens and continue to search for

gardens in areas where we are under-represented. These gardens are a

vital component of the AAS publicity program for the visibility they provide

by putting AAS Winners in front of their visitors and local media.

Display Gardens: 60 gardens are Ornamentals only 118 gardens are both Ornamentals and Edibles 2 gardens are Edibles only

Display Garden Regional Distribution:

48 Great Lakes 38 Heartland 13 Mountain Southwest 36 Northeast 27 Southeast 17 West Northwest

AAS Preview Gardens

Preview gardens are another very important part of the AAS publicity pro-

gram. We now have 104 well-known and active garden writers and blog-

gers on our Preview Garden list. Additionally, we are communicating with

them more and encouraging them to share their experience with the AAS

Winners, especially via Social Media outlets. This list is continually moni-

tored to judge which writers are utilizing the AAS Winner seed they receive.


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Pumpkin Pepitas F1 National Winner


2015 resulted in an almost 15% increase in the amount of print and digital publicity AAS Winners received. This does not include speaking engage-

ments or social media mentions.

In 2015, some AAS Winners were mentioned in Better Homes & Gardens’ print magazine several times, something that has not occurred in many

years.

One goal for 2016 and 2017 is to target specific publications with unique, individual story pitches to see which gardening, lifestyle and cooking publi-

cations are interested in featuring various AAS Winners.

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Pumpkin Super Moon F1 Regional Winner

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# Consumer

# Trade


The 2015 Landscape Design Contest was another huge success for All-America Selections and our Display Gardens. We had a record number of par-ticipants and each one continues to impress with their garden improvements and interpretation of our theme. This year’s theme was “Geometry in the Gar-den” and you can click here to see photos of the winning entries. Category I: fewer than 10,000 visitors per year First Place Winner: Kishwaukee College, Malta, IL Second Place Winner (tie): University of Wisconsin Spooner Ag Research Station

Teaching and Display Garden, Spooner, WI Second Place Winner (tie): Pima County Cooperative Extension, Tucson, AZ Third Place Winner: Kenosha County Center Demonstration Garden, Bristol, WI Honorable Mention, “Best Garden Visibility”: Meredith Public Library, Meredith, NH Honorable Mention “Best Walkable Design”: William Dam Seeds, Dundas, Ontario, Canada Honorable Mention, “Best Community Involvement” (tie): St. Louis Community College-Meramec Horticulture Dept., St. Louis, MO and Parker F Scripture Botanical Gardens, Oriskany, NY Category II: 10,001 – 100,000 visitors per year First Place: Noelridge Park Gardens, Cedar Rapids, IA Second Place: MSU-Truck Crops Exp. Station, Crystal Springs, MS Third Place: Jardin Daniel A Séguin, Saint-Hyacinthe, Quebec.

Honorable Mention, “Best First-Time Entry”: Idaho Botanical Garden, Boise, ID

Category III: Over 100,000 visitors per year

First Place: Norseco at the Botanical Garden of Montreal, Montreal, Quebec. Second Place: Boerner Botanical Gardens, Hales Corner, WI

Third Place: State Botanical Garden of Georgia, Athens, Georgia.

Trade shows and Travel


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Radish Sweet Baby F1 Regional Winner

https://www.flickr.com/photos/29982989@N05/sets/


Marketing Committee Report Social Media: With the addition of a staff Marketing Coordinator, we have become much more visible on Social Media, increasing numbers and con-necting with more garden communicators. A big help in that connection is the NGB Plant Nerds’ trips we sponsor via National Garden Bureau. Each trip exposes five new garden writers/bloggers to the AAS history, story and winners. Publicity: All-America Selections continues pushing press releases to gar-den communicators. We are very pleased at the recent change in manage-ment of the GWA association, as a strong garden communicator associa-tion is of great benefit to us. We will continue to stay involved with that group, exhibit at their annual meeting and build relationships. In 2016-2017 we will do a more customized approach with select publications to get story placements. We will also invest in newswire services and syndication to boost publicity and visibility for our AAS Winners. Videos: As reported last year, AAS hired Jonathan Bardzik to create 5 videos for us using AAS Winners. Jonathan is a passionate cook, author, blogger and story teller. A self-taught cook, Jonathan grew up with a horti-cultural background in rural Massachusetts and now uses that experience, as well as his passion for cooking, to seek-out local farmers markets, and the farmers themselves, to secure the freshest ingredients for his recipes and cooking demonstrations. The videos were distributed late last year and early this year with frequent posts and reminders on Social Media and in e-newsletters. In 2016, we have contracted with five garden writers to cre-ate videos using AAS Winners in Combination planters. Stay tuned for these videos that will be released this fall! To see the cooking videos, and download them for your own use, click here for our YouTube channel.


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Salvia Summer Jewel Lavender Regional Winner

https://www.youtube.com/watch?v=rgQQ8n7LOWA&feature=share


Website: Last year, a “Buy AAS Winners” tab was added to the AAS web-site to help consumers find and buy AAS Winner seed from NGB members. This spring, that page was converted to a pop-up notification when anyone visits the homepage. A huge project in 2016 is completely upgrade the AAS site using Word-Press to allow us to have a responsive, mobile-friendly design that provides more control, more flexibility, better SEO and improved analytics reports. Watch for the announcement of the new site launch this fall, with some sneak previews during the AAS Summer Summit.


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Strawberry Delizz F1 National Winner


With the addition of staff, we have been able to increase our Social Media

presence during the end of 2015 and to-date in 2016.

Because of the success that our sister-organization, National Garden Bureau, has had, we will continue to follow their path and rely on their numbers to help

boost the visibility of All-America Selections online.

To view any of the currently used Social Media tools, click on the links below:

Facebook:


National Garden Bureau

Twitter:



Instagram:



Slideshare:



Pinterest:


(Promotes AAS Winners)


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Tomato Chef’s Choice Green F1 National Winner

https://www.facebook.com/AASWinners

https://www.facebook.com/nationalgardenbureau

https://twitter.com/AASwinners

https://twitter.com/NatGardenBureau

https://www.instagram.com/aas_winners/

https://www.instagram.com/national_garden_bureau/

http://www.slideshare.net/allamericaselections

http://www.slideshare.net/nationalgardenbureau

http://pinterest.com/nationalgarden/



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Diane Blazek Executive Director 630-963-7062 Jenny Boxell AAS Trials & Display Gardens Beth Heidel Office Assistant

Nancy Irlbeck NGB Surveys and AAS Assessments Gail Pabst Marketing & Social Media Mary Nielsen Bookkeeping

Pepper Sweet Sunset F1 Regional Winner

Our new staff: L to R: Nancy, Gail, Diane, Jenny and Beth

Note: staff emails will change this fall in conjunction with new website.

Tomato Candyland Red F1 National Winner



2015 Breeder’s Cup recipient Randy Gardner with presenter John Scott Dr. Jay Scott, Professor of Horticulture Sciences, Tomato Breeding and Genet-ics at the University of Florida Gulf Coast Research and Education Center pre-sented Dr. Gardner with his award during the 2015 AAS Summer Summit. Dr. Gardner has developed the majority of the vine-ripened tomato acreage that is now planted in the Eastern United States. His accomplishments include 57 to-mato releases with 22 finished hybrids and 35 breeding lines as well as work on disease resistance including early blight, late blight, fusarium wilt race 3, tomato spotted wilt virus (TSWV). Many of today’s vine-ripened tomatoes carry the pre-fix Mountain in their names including Mountain Merit (AAS Winner) Mountain Spring, Mountain Fresh and Mountain Pride, all successful Gardner varieties.

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2015 Medallion of Honor recipient Elisabeth Sahin with Ron Cramer

Ron Cramer, of Xiant Technologies and AAS Past President, presented the amazing history of Elisabeth’s vast contributions and innovations during her impressive career as co-owner of K. Sahin Zaden with her husband Kees Sa-hin. Elisabeth’s love of flowers began early on when collecting wild flowers while visiting her grandparents in Pophos, Cyprus and continued that love through her Ph.D at Reading in the UK. Elisabeth and her husband Kees es-tablished their breeding company in 1983 to continue to upgrade the garden flowers. Their breeding was instrumental in introducing new genera and fur-ther work onestablished garden favorites. Their work brought many AAS Win-ners throughout the years including: Sanvitalia Mandarin Orange, Achillea Summer Pastel, Salvia Lady in Red, Verbena Peaches and Crème, Geranium Black Velvet Rose F1 and Agastache Golden Jubilee.


AAS and HGSA Summer Summit 2015: October 2015 Dallas, TX

For the first time ever, All-America Selections teamed up with the Home Garden Seed Association to hold a joint meeting. It was a tremendous success with over 115 attendees and a post-meeting survey revealing that most attendees reported making 10 or more new business contacts from the meeting. Leadership from both organizations agree that holding a joint meeting every 2-3 years is a good idea. Dallas is a horticulture hotbed of activity and we got to see many great examples of a variety of businesses. Tour stops included: Texas A&M North Haven Garden Center Dallas Arboretum Fort Worth Botanic Garden Botanical Research Institute Ruibals’ production facility Eat The Yard Ruibals’ Downtown Garden Center A “Future of Urban Ag” panel discussion


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AAS Summer Summit 2016: Join us in Madison, Wisconsin! Wednesday August 24 6:00 – Opening Reception at Sprecher’s Pub featuring local beer & sausage Thursday August 25

8:30 – Bus departs 8:45 – Arrive at UW - Madison West Research Station’s AAS Display Garden 10:00 – Bus departs UW - Madison West Madison Research Station 10:15 – Arrive at Epic Systems - tour of Campus Grounds 12:15 – Bus departs Epic Systems 12:45 – Arrive at A. Whaley Seeds for lunch 1:30 – Tour of A. Whaley Seeds AAS Edible trial 3:00 – Depart at A. Whaley Seeds 3:45 – Arrive at University of Wisconsin for networking and 3 optional activities 5:30 – Depart University Memorial Union for Dinner with Peers 7:30 – Depart dinner location for drive back to hotel Friday August 26 8:00 – AAS Judge’s meeting 8:30 – All-America Selections and National Garden Bureau Update Meeting for entire group 9:00 - NGB Market presentation Bus departs 9:45 – Arrive at Olbrich Botanical Gardens for tour 11:45 – Depart Olbrich Botanical Gardens 12:45 - Lunch 1:30 – Tour of local farms and manufacturers 3:00 – Bus departs 3:30 – Arrive at Rotary Botanical Gardens - tour of AAS Display Garden 5:00 – Cocktail hour 6:00 – AAS Awards Banquet at Rotary Botanical Gardens 8:00 – Bus departs Rotary Botanical Gardens

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All-America Selections and National Garden Bureau continue to be run by the same staff from one office and both organizations collaborate on promo-tional efforts. t’s only fitting that our AAS Annual report include an update from our sister organization, one that plays a vital role in promoting AAS Winners. National Garden Bureau helps promote AAS Winners through several pro-grams: Year of the program New Varieties California Trials with Garden Communicators One of the biggest projects to come out of 2015 for National Garden Bureau was a rebranding effort which included a new corporate logo as well as new logos for our “Year of” program. These logos will be updated each year. The logos for our 2017 crops are shown on the next page. Independently, NGB has created a philanthropic effort called Growing for Fu-tures. In 2014 NGB ran a fundraising campaign then donated almost $45,000 in products and services to a therapeutic vocational garden in Chicago, that has now become an AAS Display Garden. In 2015, that effort went toward donating $10,000 in grants to three therapeutic gardens selected from a larg-er number of gardens throughout North America. That grant continues in 2016 and we are very open to sharing this effort with a sponsor. Last but not least is the great news that the number of NGB members is at an all-time high meaning more resources to invest in additional marketing efforts for the industry.



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Introducing…..

The 2017 “Year of the” crops

To inquire about membership in NGB, please click here.

mailto:[email protected]?subject=NGB%20membership



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It all started with a suggestion made by a few vegetative breeding com-panies during a focus group in 2010. Before AAS launched a trial for vegetatively propagated annuals, the breeders told us of their need for a central repository of trial data where varieties were rated using a standardized rating system and standardized trial methodology. So, we got busy planning this database, with the input of the breeders and trial managers who would use it. The soft launch was in 2012 and the project has grown from there. Trialing details by year: 2012 – 1,655 varieties, more than 5,600 ratings, 8 trial grounds 2013 – 2,463 varieties, more than 9,400 ratings, 12 trial grounds 2014 – 3,651 varieties, more than 15,500 ratings, 19 trial grounds 2015 - 4,788 varieties, more than 20,000 ratings, 19 trial grounds The list of breeders sponsors can be found here. The list of participating trial grounds can be found here. A recently created National Plant Trial Database taskforce is in the process of updating and improving this AAS service, which serves as an important service to the industry. Future plans involve adding peren-nials and edibles to the database as well as creating and implementing a complete communications program. That program will promote the NPTD as the central resource for breeders, buyers, and other interest-ed gardening professionals. For more information about becoming a participating sponsor or trial ground, email [email protected].

Tomato Chef’s Choice Pink Regional Winner

http://www.planttrials.org/index.cfm/fuseaction/home.sponsors/index.htm

http://www.planttrials.org/index.cfm/fuseaction/trialgardens.main/index.htm



This concludes our 2016 AAS Annual Report Please come see us at the following events: Cultivate’16 July 9-12, 2016 in Columbus, Ohio California August Vegetable Trials

August 8-12, 2016 in California IGC Show August 15-18, 2016 in Chicago, Illinois AAS Summer Summit August 24-26, 2016 in Madison, Wisconsin Home Garden Seed Association Conference September 7-10, 2016 in Denver, Colorado GWA Annual Conference and Expo

September 16-19, 2016 in Atlanta, Georgia ASTA Flower and Seed Conference 2017 January 28-31, 2017 in Orlando, Florida CA Spring Trials 2017 April 1-6, 2017 in California

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All-America Selections Annual Report June 2016 - AAS Winnersall-americaselections.org/wp-content/.../AAS-Annual... · Get AAS Winners to be a larger presence in mass merchants. Mizuna

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