Savvy marketing feeds fertilizer sales

Discount Store News, April 5, 1999 by Debbie Howell

"It's more expensive, but it's a more natural way to arrive at your npk," explained Heidi Carter, director of marketing for Pursell. She said Pursell will see how successful the MSE line is before deciding whether to launch organic products in its Vigoro name brand, which it acquired last year.

The other big news for Pursell, which makes private label fertilizer products for both Kmart and Lowe's, is the reformulation of its Vigoro fertilizers to contain polyon. Similar to Schultz' MultiCote formulation, polyon is a coating that aids in time release of granular fertilizer products.

As the category evolves, companies like Pursell may continue to tweak their formulations to make easier-to-use, longer-lasting fertilizer products. Most agree, however, fertilizer is already a proven product that's about as good as it gets.

With that challenge, it's clear why retailers and vendors have been breaking new ground with creative merchandising, sowing even more sales.