Plant and seed distributor Park Seed finds CMO
Plant and seed distributor Park Seed Company has hired a chief marketing officer to help continue growth, according to The Index Journal
Jim Painter joins the company bringing 25 years of business experience. Previously, he was operating president and general manager of the Masco division of Home Depot. He also worked for General Electric, most recently as a corporate general manager.
Painter will be in charge of marketing operations for the company’s family of brands, including: Park Seed, Park Seed Wholesale, Wayside Gardens, Jackson and Perkins and Jackson and Perkins Wholesale.
Greenwood, S.C.-based Park Seed provides gardeners with vegetable seeds, perennial seeds, flower seeds and seed starters. Customers can order products through the company’s print catalog as well as its Web site. Park Seed was founded in 1868.
Walt Yates, director of e-Commerce and public relations for Park Seed
, told DailyVista that Painter is the top marketing decision maker at the company.
“When you bring in someone with as much experience as Jim, there will be new ideas. A solid foundation will be put in place,” Yates said.
Yates said Park Seed has traditionally been a catalog company, but has transferred to an online focus. He said although print marketing – including a newsletter and catalog -- will still have a role, the company will use a “tremendous” amount of Internet marketing.
He said Park Seed is a company of gardeners that sell to gardeners, and one goal is to partner with the customers.
“Our customers are a little different; they aren’t the same customers that go to a (big) box store. We market to people who are really passionate about plants. We’re defined by quality plants. We bring what’s new and what’s rare. We’re about high-quality products,” he said.
Yates said most of Park Seed’s advertising work is done in-house. He said the company was not currently looking for proposals because they are in a transition phase in an effort to get ready for the fourth quarter. Yates said outside help would be something the company might look at and is a possibility in the future.
Interested agencies should consider Park Seed a long-term prospect. Find a way to effectively market to the company’s niche of enthusiastic gardeners and Painter and Yates might listen come 2009.
Park Seed Company
One Parkton Avenue
Greenwood, SC 29647
Chief Marketing Officer
Director, e-Commerce & Public Relations