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2014 Annual Report All-America Selections All-America Selections 1311 Butterfield Road Suite 310 Downers Grove, IL 60515 Phone: 630.963.0770 E-mail: [email protected] Tested Nationally & Proven Locally ®
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Page 1: All-America Selectionsall-americaselections.org/wp-content/uploads/2016/10/AAS...2014 Annual Report All-America Selections All-America Selections 1311 Butterfield Road Suite 310 Downers

2014 Annual Report

All-America Selections

All-America Selections

1311 Butterfield Road

Suite 310

Downers Grove, IL 60515

Phone: 630.963.0770

E-mail: [email protected]

Tested Nationally & Proven Locally®

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

Page 4 ......... Financial Summary

Page 5 ........ Assessments & Entries

Page 6 ........ AAS Winners Under Assessment

Page 7 ......... AAS Winner Publicity Report

Page 8 ......... AAS Trial Grounds and Judges

Page 9 ......... AAS Display and Preview Gardens

Page 10 ....... AAS Brand Development Projects and Progress

Page 11 ....... AAS Brand Development Projects and Progress (continued)

Page 12 ....... Social Media

Page 13 ....... AAS Summer Summit

Page 14 ....... American Garden Award

Page 15 ....... Our Board of Directors and Staff

Page 16 ....... AAS Committees and Task Forces

Page 17 & 18..More AAS Winners from 2014

All-America Selections

1311 Butterfield Road

Suite 310

Downers Grove, IL 60515

Phone: 630.963.0770

E-mail: [email protected]

Page 2 All-America Selections 2014 Annual Report

AAS Annual Report Table of Contents

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As we are all aware the recent past has contained a number of challenging years for AAS. However challenging times within any organization bring with them the opportunity to step back, re-evaluate priorities and forge a new path forward. Our forward looking and dynamic staff, executive and board of directors, have all worked diligently towards this future. The revitalizing of our vegetable trials, addition of regional winners, streamlining our ornamental trials, addition of vegetative trials and the roll out of the National Plant Trials Database have all contributed to our improved situation. Now that we have begun see the fruits of this labour, we have the opportunity to stretch our planning horizon further out into the AAS of the future.

“Having achieved the goals outlined a year ago and identified those for the upcom-ing year, we can begin to focus more on the AAS of 2020 and beyond,” said Ron Cramer, AAS president, from Sakata Ornamentals.

“In doing so, we recognize our unique opportunity, in fact our obligation, to facilitate and enhance communication among breeders, growers, retailers, and consumers.”

AAS now has the chance to capitalize on our short-term successes and continue to build the value of AAS to all of our partners. Our position as an honest broker within the industry, without particular affiliation yet with deep connections at all levels, is unique and a great asset. The possibilities are wide ranging, yet all interconnected, towards facilitating the flow of information not only from the industry to the general public, but among the diverse levels within industry, and from the public back to industry. Improved flow of information cannot help but improve the success and perception of value to the gardening public. More successful gardeners should lead to more success within the industry. The future is bright and we are looking forward to a strong and prosperous All America Selections.

Angus Mellish Vesey Seeds

AAS Vice President

Ron Cramer

Sakata Ornamentals AAS President

Page 3 All-America Selections 2014 Annual Report

AAS—Introductory Message

Diane Blazek

All-America Selections Executive Director

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For the year ending December 31, 2013, AAS reported a $44,183 gain. This positive gain (the first since 2006) is a reflection of several developments that came from implementing the organization’s new business and strategic plan. Approximately $28,000 of the recorded gain was from increased national winner assess-ments. In 2014 AAS looks to capitalize on our first year of regional winners assessments. In addition, an-other large change to the treasury was updating our record keeping to accrual accounting. This bookkeep-ing step helps us manage and gauge our future receivables, plus accurately view the organization’s fiscal future more clearly. Since the National Plant Trials Database is fully funded by participating breeding com-panies, these expenditures do not impact AAS operations, although they will continue to appear on our financial statements. The AAS board continues their goal of strengthening the financial stability of the organization. The improving financial situation of AAS is a direct result of the strategy to increase awareness of the or-ganization and its award winners. This strategy resulted in an increase in assessment revenue of $28,000 on AAS and AGA winners compared to 2012. In 2013, we had 35 AAS National Winners under assess-ment. In 2014, we have 41 AAS National Winners under assessment and 9 AAS Regional winners under assessment. Looking forward, AAS plans to continue building the trend of more effectively serving its con-stituents while improving its own finances. To that end, the board of directors will continue with clear targets to advance our finances to create a strong reserve fund. With more stable finances, AAS plans to increase our trialing and marketing programs to benefit and raise the AAS brand awareness for our award winners and breeders.

Patty Buskirk, Seeds by Design AAS Treasurer

Revenues Expenses Net 2013 $ 239,827 $ 195,644 $ 44,183 2012 $ 192,134 $ 222,743 ($30,609) 2011 $ 192,246 $ 205,051 ($ 12,805) 2010 $ 174,452 $ 206,303 ($ 31,851) 2009 $ 156,939 $ 241,505 ($ 84,566) 2008 $ 173,273 $ 242,759 ($ 69,486) 2007 $ 222,898 $ 339,901 ($ 117,001) 2006 $ 335,422 $ 333,902 $ 1,520 2005 $ 294,330 $ 255,238 $ 39,091 2004 $ 304,015 $ 238,404 $ 65,611

Page 4 All-America Selections 2014 Annual Report

2014 AAS National Winner: Angelonia Serenita™ Pink F1 Bred by PanAmerican Seed Angelonia angustifolia Easy to grow and maintain Beautiful pink color Tough heat tolerant plant

Financial Summary

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Below we present AAS Winner Assessments and number of AAS Winners announced in each calendar year. The fact that we have an increasing number of entries and thus, Winners, is helping our revenues inch back up in the right direction. Right now we do have a good mix of edibles and flowers as well as higher value items that play an important role in sustaining the health of our organization. Assessment Revenues Number of AAS Winners Announced 2014 $ 151,800 19 2013 $ 142,537 13 2012 $ 108,671 11 2011 $ 95,763 8 2010 $ 96,140 11

All-America Selections 2014 Annual Report Page 5

2014 AAS National Winner: Bean Mascotte Bred by Clause Home Garden Phaseolus vulgaris Dwarf extra fine French bean Long, slim stringless flavorful pods Compact plant ideal for patio containers

AAS Assessment Revenues & Winners

2014 AAS Regional Winner: Cucumber Pick a Bushel F1 Bred by Seeds By Design Cucumis sativus Excellent for pickling, salads & slaws Early to set sweet tasting fruit Great in the garden or patio containers

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2010—Viola F1 Endurio Sky Blue Martien from Syngenta Flowers

2010—Gaillardia F1 Mesa Yellow from PanAmerican Seed

2010—Snapdragon F1 Twinny Peach from Hem Genetics

2010—Zinnia Zahara Starlight Rose from PanAmerican Seed

2010—Watermelon F1 Shiny Boy from Known-You Seed

2010—Echinacea PowWow Wild Berry from PanAmerican Seed

2010—Zinnia Double Zahara Cherry from PanAmerican Seed

2010—Zinnia Double Zahara Fire from PanAmerican Seed

2010—Marigold F1 Moonsong Deep Orange from Syngenta Flowers

2010—Pepper Cajun Belle from PanAmerican Seed

2011—Gaillardia Arizona Apricot from Benary Seed

2011—Ornamental Kale F1 Glamour Red from Takii & Co. Ltd

2011—Pepper F1 Orange Blaze from Seminis Vegetable Seeds

2011—Pumpkin F1 Hijinks from Sakata Seed

2011—Salvia Summer Jewel Red from Takii & Co. Ltd.

2011—Tomato F1 Lizzano from Pro-Veg Seeds

2011—Tomato F1 Terenzo from Pro-Veg Seeds

2011—Viola Shangri-La Marina from PanAmerican Seed

2012—Ornamental Pepper Black Olive from Seeds By Design

2012—Pepper F1 Cayennetta from Floranova/Vegetalis

2012—Salvia Summer Jewel Pink from Takii & Co. Ltd.

2012—Vinca Jams ‘N Jellies Blackberry from Kirin Agribio/PanAmerican Seed

2012—Watermelon F1 Faerie from Known-You Seeds

2013—Canna F1 South Pacific Scarlet from Takii & Co. Ltd.

2013—Echinacea Cheyenne Spirit from Kieft Seed

2013—Geranium Pinto Premium White to Rose from Syngenta Flowers

2013—Melon F1 Melemon from Known-You Seed

2013—Tomato F1 Jasper from Johnny’s Selected Seeds

2013—Watermelon Harvest Moon F1 from Seeds By Design/K&B Development

2013—Zinnia Profusion Double Deep Salmon from Sakata Seed Corp

2013—Zinnia Profusion Double Hot Cherry from Sakata Seed Corp

2014—Bean Mascotte from Clause Vegetable Seeds

2014—Gaura Sparkle White from Kieft Seed

2014—Angelonia F1 Serenita Pink from PanAmerican Seed

2014—Cucumber F1 Pick A Bushel from Seeds By Design/Burpee

2014—Cucumber F1 Saladmore Bush from Seeds By Design

2014—Eggplant F1 Patio Baby from PanAmerican Seed

2014—Impatiens New Guinea F1 Florific Sweet Orange from Syngenta Flowers

2014—Ornamental Pepper NuMex Easter from Chile Pepper Institute at NMSU

2014—Osteospermum F1 Akila Daisy White F1 from PanAmerican Seed

2014—Penstemon F1 Arabesque Red from Syngenta Flowers

2014—Pepper F1 Giant Ristra from Seeds By Design

2014—Pepper F1 Mama Mia Giallo from Seeds By Design

2014—Petunia F1 African Sunset from Takii & Co., Ltd.

2014—Pumpkin F1 Cinderella’s Carriage from Seeds By Design

2014—Radish Rivoli from Bejo Seeds, Inc.

2014—Sunflower F1 Suntastic Yellow with Black Center from Clause

2014—Tomato F1 Chef’s Choice Orange from Seeds By Design

2014—Tomato F1 Fantastico from Pro-Veg Seeds

2014—Tomato F1 Mountain Merit from NCSU/Bejo Seeds, Inc.

Page 6 All-America Selections 2014 Annual Report

AAS Winners Under Assessment

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The All-America Selections office continually tracks the mentions that AAS receives in both con-sumer and trade media, including blogs, newspapers, magazines, radio shows, and more. In 2013, we were able to track 547 unique articles, a continuing increase over the previous year.

Year # of Articles # Consumer # Trade

2013 547 350 197

2012 521 309 212

2011 452 337 115

2010 377 306 71

2009 203 169 34

2008 173 153 20

2007 217 194 23

.

All-America Selections 2014 Annual Report Page 7

2014 AAS Regional Winner: Cucumber Saladmore Bush F1 Bred by Seeds By Design Cucumis sativus Semi bush vine Multiple disease resistances Dual use: pick small for processing or

larger for fresh slices

AAS Publicity Report

2014 AAS Regional Winner: Eggplant Patio Baby F1 Bred by PanAmerican Seed Solanum melongena Very compact, perfect for containers Highly productive & very early Harvest when fruits are small

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Because the All-America Selections tagline is “Tested Nationally & Proven Locally,” it is important

for us to have a broad number of judges in key geographic areas. As shown in the chart below,

we have strategically added judges to cover a broad range of states/provinces in each category.

The AAS office analyzed the states and provinces that did not have an AAS Trial Ground but

would make horticulture sense to have one. Then we made contact with those operations and

organizations that had experience trialing annuals and vegetables. We successfully added judges

in key states to even out the mix of breeding companies, seed companies, universities, public

gardens and growers. In the future, as changes occur, we will continue to look at the mix of types

of judges, geographic location and more, to determine the best possible mix of AAS Trial Grounds

and Judges.

2014 Judges:

Flower 39 judges in 28 states and provinces

Bedding 36 judges in 27 states and provinces

Cool Season 25 judges in 19 states and provinces

Edible 28 judges in 18 states and provinces

Vegetative 11 judges in 10 states and provinces

Business Types:

Grower: 12

Public Garden: 9

Originating Breeder: 9

Seed Company: 16

University: 26

Page 8 All-America Selections 2014 Annual Report

AAS Judges & Trial Grounds

2014 AAS National Winner: Gaura Sparkle White Bred by PanAmerican Seed Gaura lindheimeri Airy elegance with season-long blooms Heat-tolerant perennial zone 5b to 9 Perfect mass planted in sunny landscape

beds or in large containers

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AAS Display Gardens

We continue with almost 200 AAS Display Gardens and recently added gardens in areas where

we previously had none. The only two states we still need are Nevada and New Mexico. These

gardens are a vital component of the AAS publicity program for the visibility they provide AAS

Winners to their visitors and local media.

AAS Preview Gardens

Preview gardens are another very important part of the AAS publicity program but were under-

utilized. After cleaning up the old list, we now are adding names of well-known and very active

garden writers and bloggers. Additionally, we are communicating with them more and encourag-

ing them to share their experience with the AAS Winners, especially via Social Media outlets.

All-America Selections 2014 Annual Report Page 9

AAS Display & Preview Gardens

2014 AAS National Winner: New Guinea Impatiens Florific™ Sweet Orange F1 Bred by Syngenta Flowers Impatiens hawkeri Perfect for brightening shady areas Large, unique bi-colored flowers

Resistant to downy mildew

2014 AAS National Winner: Ornamental Pepper NuMex Easter Bred by Chili Pepper Institute at New Mexico State University Capsicum annuum Compact colorful ornamental pepper Color range from lavender to light

yellow to orange For containers or in-ground

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AAS Display Garden Landscape Design Contest In 2012, in celebration of All-America Selections' 80th Anniversary, we introduced a brand new contest for our Display Gardens, called the Landscape Design Contest. The intent was to provide an opportunity for our Display Gardens to use their creativity and garden space to feature AAS Winners in a pleasing and eye-catching manner. Gardens were encouraged to use as many AAS Winners as possible, both past and present. At the end of the growing season, each garden sub-mitted photos of their displays which were used by our judges to determine the winning entries. We are pleased to present the top three 2013 winners in each category: Category I (0-10,000 visitors/year) 1st place: LSU AgCenter Botanic Gardens, Baton Rouge, LA 2nd place: UW Spooner Ag Research Station Teaching and Display Garden, Spooner, WI 3rd place: Meredith Public Library Garden, Meredith, NH Honorable Mention: ISU Polk County Master Gardeners’ Demonstration Garden, Urbandale, IA Category II (10,001-100,000 visitors/year) 1st place: Agriculture Canada Ornamental Gardens, Ottawa, ON 2nd place: The Arboretum State Botanical Garden of Kentucky, UK, Lexington, KY 3rd place: Jardin Daniel A Séquin, Saint-Hyacinthe, QC Category III (over 100,000 visitors/year) 1st place: Rotary Botanical Gardens, Janesville, WI 2nd place: Denver Botanic Gardens, Denver, CO 3rd place: Kentucky Exposition Center, Louisville, KY After last year’s success and recognition for the winners, many more gardens have signed up for this year’s contest. By category, the number of participants in 2014 are: Category I (0-10,000 visitors/year) 16 gardens Category II (10,001-100,000 visitors/year) 11 gardens Category III (over 100,000 visitors/year) 10 gardens For a total of 31 intended participants this year!

Page 10 All-America Selections 2014 Annual Report

AAS Landscape Design Contest

2014 AAS National Winner: Osteospermum Akila

® Daisy White F1

Bred by PanAmerican Seed Osteospermum ecklonis Unique white with yellow center Tidy plant produces non-stop blooms Heat and drought tolerant

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Brand Development/Marketing and Communications

After the new By-Laws were approved in January of this year, the Brand Development Task Force is now officially a standing committee within AAS. This reflects the commitment we have to ongoing promotion of your AAS Winners. In 2013, we created assortments of AAS Winners based on usage. For example, we created a “Container Edible Assortment”, a “First Year Flowering Perennial Assortment” and others. Those were promoted in summer and early fall last year. Simultaneously, the group worked on the marketing plan and messaging for our brand new Re-gional Winners, which was launched in November 2013 with much success. This year, we are starting a new plant sampling program with select garden communicators as well as generating buzz at the Garden Writer Symposium by holding a contest where several lucky Garden Writers will receive AAS Winner plant samples next spring. All this is going on while we continue to refine the marketing plan to support the Strategic and Business Plans that were finalized in 2013.

.

All-America Selections 2014 Annual Report Page 11

AAS Brand Development

2014 AAS Regional Winner: Penstemon Arabesque™ Red F1 Bred by Syngenta Flowers Penstemon hartwegii Superior garden vigor and flowering Season-long repeat bloomer Perennial to zone 6

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We are still actively using Social Media tools and as our Strategic Plan and related tactics develop, they will become more of a focus and valuable way to communicate with our garden writer and con-sumer audiences.

Because of the success that our sister-organization, National Garden Bureau, has had, we will con-tinue to follow their path and rely on them to help boost the AAS and AGA visibility online.

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

Facebook:

American Garden Award

All-America Selections

National Garden Bureau

Twitter:

American Garden Award

All-America Selections

National Garden Bureau

Slideshare:

All-America Selections

National Garden Bureau

Pinterest:

National Garden Bureau

(Promotes AAS Winners, AAS Display

Gardens and American Garden Award)

Page 12 All-America Selections 2014 Annual Report

Social Media

2014 AAS Regional Winner: Pepper Giant Ristra F1 Bred by Seeds By Design Capsicum annuus Heavy yield of 7-inch peppers Spicy like cayenne Can be used fresh, roasted or dried

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AAS Summer Summit 2014: June, 2014 Location: Charlotte and Asheville, NC The group below had an amazing experience in North Carolina seeing two very different styles of business models that use our products. From high-tech, high-volume to locally grown, small family-owned businesses, there is an important place in the market for all types and we support them wholeheartedly.

AAS Summer Summit 2015: October, 2015 Location: Dallas, TX Come join us in Texas; another “first” for All-America Selections as we travel to a state and Trial Ground location that we’ve never been to. This year, we will hold our annual meeting in conjunction with the Home Garden Seed Association so plan one trip with two purposes!

All-America Selections 2014 Annual Report Page 13

AAS Summer Summit

2014 AAS National Winner Pepper Mama Mia Giallo F1 Bred by Seeds By Design Capsicum annuum Early-maturing yellow sweet Italian

pepper Compact 24” bushy plant with disease

tolerance to TMV Excellent fresh, grilled or roasted

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American Garden Award (AGA)

The American Garden Award is now celebrating its 6th Anniversary as a competi-

tion for new flower varieties that consumers can vote for. This program falls under

the AAS Display Garden program as almost all the AGA Display Gardens are also

AAS Display Gardens. We selectively chose the public gardens with the highest

number of annual visitors when choosing which gardens to invite to participate.

We’ve grown from 15 gardens in 2009 to 32 in 2014.

The 2014 “Contestants” are:

Page 14 All-America Selections 2014 Annual Report

Celosia Cuphea Sriracha™ Violet F1 Arrabona Red

Foxglove Digiplexis™ Petunia

Illumination Flame Saguna

Radiant Blue

American Garden Award

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All-America Selections 2014 Annual Report Page 15

Justin Hancock Costa Farms Miami, FL 33187 [email protected]

Jenny Kuhn C. Raker & Sons Ltd. Litchfield, MI 49252-9125 [email protected]

Mark Overduin Bejo Seeds, Inc. Oceano, CA 93445 [email protected]

Jenny Wegley Dallas Arboretum and Botanical Garden Dallas, TX 75218 [email protected] Executive Director Diane Blazek [email protected] Staff PH: (630) 963-0770 Macie Zorn, Office Manager

[email protected]

Marge Stancel, Trial & Survey Coordinator [email protected]

Beth Heidel, Office Coordinator [email protected]

AAS Board of Directors and Staff

President Ron Cramer

Sakata Ornamentals Morgan Hill, CA 95037-2833 [email protected]

Vice President Angus Mellish

Vesey's Seeds Ltd Charlottetown, PE C1A 8K6 Canada [email protected]

Treasurer Patty Buskirk

Seeds by Design, Inc. Maxwell, CA 95955 [email protected]

Past President Vicky Rupley

Harris Seeds Rochester, NY 14624-0966 [email protected]

Directors: John Burrows

Pro-Veg Seeds Sawston, Cambridge CB22 3SS United Kingdom ([email protected]

Mark Gross PanAmerican Seed West Chicago, IL [email protected]

2014 AAS National Winner Petunia African Sunset F1 Bred by Takii & Co. Ltd. Petunia x hybrida Attractive “designer color” Mounding 12” plants grow evenly

and uniformly in the garden Produces a prolific number of

blooms all season-long

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Marketing Communications Committee Mark Gross, Chair; Patty Buskirk; Jenny Kuhn, Justin Hancock

Bedding Plant Comparison Committee Lise Goudreau, Chair; Todd Perkins; Heather Will-Browne

Flower Comparison Committee Lise Goudreau, Chair; Al Gerace; Jimmy Turner

Cool Season Comparison Committee Todd Perkins, Chair; Susan Hamilton; Melissa Shepherd; Jeanne Svob

Vegetable Comparison Committee Angus Mellish, Chair; Stephanie Ludwig; Mark Overduin; Patty Buskirk Finance Committee Patty Buskirk, Chair and Treasurer; Ron Cramer, President; Diane Blazek, Executive Director

Combined Judges Committee Vicky Rupley, Chair; Angus Mellish; Jenny Kuhn; Patty Buskirk; Jenny Wegley

AAS/NGB Liaison Committee Ron Cramer, AAS President; Claire Watson, NGB President

Angus Mellish, AAS Vice-President; Heather Kibble, NGB Vice-President

Patty Buskirk, AAS Treasurer; Janis Kieft, NGB Past-President and Acting Treasurer

Vicky Rupley, AAS Past-President

Page 16 All-America Selections 2014 Annual Report

AAS Committees

2014 AAS Regional Winner Pumpkin Cinderella’s Carriage F1 Bred by Seeds By Design Cucurbita maxima Pinkish-red colored fruit Large trailing vine sets 5-7 fruit Sweet yellow flesh with nutty flavor

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More 2014 AAS Winners

All-America Selections 2014 Annual Report Page 17

2014 AAS Regional Winner Radish Rivoli Bred by Bejo Seeds Raphanus sativus Fruit is an even-colored bright red Uniform round roots of exceptional quality

and taste Interior texture is smooth an dense

2014 AAS Regional Winner Sunflower Suntastic Yellow with Black Center F1 Bred by HM Clause Helianthus annuus Naturally dwarf and compact Very floriferous—up to 20 flowers per plant

Up to 3 waves of 5-8 flowers per wave

2014 AAS National Winner Tomato Chef’s Choice Orange F1 Bred by Seeds By Design Solanum lycopersicum Heirloom orange hybrid tomato Deep orange beefsteak shaped fruit Flavor is sweet and mild

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All-America Selections

All-America Selections

1311 Butterfield Road

Suite 310

Downers Grove, IL 60515

Phone: 630.963.0770

E-mail: [email protected]

Tested Nationally & Proven Locally®

2014 AAS National Winner Tomato Fantastico F1 Bred by Pro-Veg Seeds Solanum lycopersicum Sweet and tasty grape shaped fruit Heavy yielding plant produces up to 12

pounds of ripe fruit—about 350 fruits Long clusters of fruit resist cracking

2014 AAS Regional Winner Tomato Mountain Merit F1 Bred by Bejo Seeds Solanum lycopersicum Nice all-around tomato perfect for slicing

and sandwiches Determinate, compact uniform plant

Great array of disease resistances including fusarium 123, verticillum, tomato spot wilt virus and late blight