Top Ten Cottage Garden Flowers Include Hollyhock

Top ten cottage garden flowers include hollyhock.

Recently the magazine The English Garden posted online an article entitled “Top Ten Flowers for a Cottage Garden.”

Since I am interested in cottage gardens, I had to have a look at the article.

Of  the group of flowers mentioned in the article I discovered that I grow about half of them in my garden.

The list of ten includes the hollyhock. [below]

Hollyhock [Courtesy of The English Garden article]

I am not surprised at that choice since it is a popular flower, showy, and easy to grow.

Easy for everybody that is but me.

I have tried to grow it many times, but without success. It could be that I have too much shade in my garden.

The hollyhock has a long history, and is not native to Europe or America. 

The Latin name for the plant is Alcea rosea, but sometimes the name Althaea rosea may appear.

Nineteenth century Rochester, New York seedsman James Vick (1818-1882) preferred Althaea.

Vick wrote in his magazine Vick’s Illustrated Monthly in 1878, “The true name of the Hollyhock is Althaea Rosea, and it is supposed to be a native of China, from which country it was introduced into Europe three hundred years ago [1578]. In regard to its origin, however, there seems to be some doubt, some authors claiming Syria as its native land, which an old work on Gardening, in our possession, published a hundred and fifty years since, calls it the Egyptian Hollyhock.”

Horticulturist Noel Kingsbury connects this flower to the cottage garden. In his new book Garden Flora: The Nature and Cultural History of the Plants in Your Garden he writes, “”These are short-lived non-clonal pioneer plants, as can be appreciated by the alacrity with which the cottage garden hollyhock grows in paving.”

He too recognizes the hollyhock’s ideal fit for a cottage garden.

He writes, “By the 18th century the hollyhock had become a cottage garden plant across Europe.”

 

 

American Seedsman Encouraged Poinsettias

American Seedsman Encouraged Poinsettias

One of my favorite plant stories is how the poinsettia became a popular Christmas flower here in America.

In the nineteenth century it was common for garden magazines or journals to include articles from other garden publications, mostly English.  The source of the orignal story would often appear at the end of the article.

Philadelphia nurseryman Thomas Meehan (1826-1901) included an article about the poinsettia in his magazine Gardener’s Monthly in May of 1876 which he took from the English weekly journal called Gardeners’ Chronicle.

The article, simply entitled Poinsettia’ said, “Passing by these old friends, not without a word of hearty welcome be it well understood, we come to another plant which has been of late years an almost indispensable adjunct of Christmas decorations, be they of church or hall–the brilliant Poinsettia pulcherrima, the bright scarlet bracts of which give the head of blossoms a flower-like appearance, and serve admirably to lighten up the somewhat somber masses of evergreen.”

Meehan continued with these words: “Its name commemorates a French traveler, M. Poinsett, by whom the plant was introduced to cultivation.

“He brought specimens to Charleston from Mexico in 1828, whence they were taken to Philadelphia; and specimens sent from the latter place to Edinburgh [Scotland] flowered in 1835, since which date it has become increasingly popular and plentiful in our stores.”

Poinsett had sent the plant to his friend Philadelphia seedsman Robert Buist (1805-1880). Buist in turn mailed a specimen of the plant to his horticulturst friend in Scotland.  Soon after that the poinsettia, native to Mexico, became available to the public.

Today during this season you can see how poinsettias still fill the Grand Hall at The Breakers mansion in Newport, Rhode Island. [below]

Poinsettias in the Grand Hall at The Breakers in Newport, RI. [courtesy]

American gardeners, just like the English, came to treasure the plant as an indispensable part of the Christmas holiday.

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Nurseries Made Dahlias Popular

Nurseries Made Dahlias Popular.

Plants enter our gardens usually through the portal of the green industry like seed companies, nurseries, and growers.

That was the case with the dahlia.

Originally from Mexico, the dahlias appeared in Spain in the eighteenth century.

The dahlia reached England in 1803, and America a few years later.

Boston nurseryman Charles Mason Hovey (1810-1887) became an early advocate for the dahlia. In his publication Magazine of Horticulture in 1835 he called the dahlia the “King of Flowers.”

In 1838 he wrote, “They [dahlias] have become one of the greatest and most valuable ornaments of the garden.”

Then he also said, “We believe the time is at hand when our own gardens will produce dahlias equalling the English.”

Hovey won Best in Class I for his twenty-five dissimilar dahlia blooms at the Flower Show sponsored by  the Massachusetts Horticultural Society on Saturday, October 1, 1842.

Thus his writing about the plant and also growing it, and, of course, selling it contributed to gardeners planting it in the garden.

Hovey was only one of the early nurserymen to encourage the dahlia.

Today we have a company like American Meadows which still encourages gardeners to grow dahlias.

This image [below] is from the AM company website.

American Meadows dahlia image

Dahlias  [courtesy of American Meadows]

Hovey wrote in 1840, “Some seedling dahlias have been raised, which equal the best productions of the English garden.”

American dahlia growers can stand up to the best.

Today there are 57,000 varieties of the dahlia. This flower has come a long way, with no small thanks to the American nursery business.

 

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Victorian Garden Fashion Reappears

Victorian garden fashion reappears.

Gardening has always been a mix of fashion and style.

A recent article in The English Garden called “Gardening features: the bedding display”  demonstrates renewed interest in the bedding out fashion, popular in the nineteenth century.

The magazine traces the history of this Victorian garden practice.

The article says, “Seed merchants sold special bedding plant seeds, which could be sent direct to gardeners using the newly available postal and railway network. By the 1880s, this ‘bedding boom’ had reached even the small suburban garden, with loud displays in island beds proudly placed right in the middle of lawns. These beds came in a variety of forms, all of which – bar the circle – were equally ridiculous. Who in their right mind would choose a star, crescent, heart, butterfly or ‘tadpole’ as a shape for a bed?”

The answer for that period was that many gardeners did, because it was the garden fashion of the day.

The article includes this fabulous photo as well. [below]  The scene looks like something out of the nineteenth century garden catalogs.

Some gardens, such as Lyme Park in Cheshire, are reintroducing or reinterpreting old bedding schemes. Credit: NPTL/Stephen Robson

Some gardens, such as Lyme Park in Cheshire, are reintroducing or reinterpreting old bedding schemes. Credit: NPTL/Stephen Robson. [Courtesy of The English Garden magazine]

When the author raises the question about who would do it, all I could think of is how often this idea appeared in the nineteenth century American seed and nursery catalogs.

Peter Henderson, for example, the seed merchant from New York not only encouraged this practice but included an illustration of it on his catalog cover several times.

What is garden fashion at one time may seem strange at a later date.

That is what is happening here.

The idea of bedding out demands not only a lot of plants, but also a great amount of time in maintaining such a bed on the lawn.

I can see why people do not want to garden this way today.

When you see it, however, the first emotion is how beautiful it is, but then you think of the many hours it took to create this colorful design on the lawn.

At the high point of this garden fashion in the nineteenth century American landscape designer Frank J. Scott wrote his famous landscape handbook Suburban Home Grounds (1870).

He said, “To keep a great number of small beds filled through the summer with low blooming flowers and their edges well cut is expensive.

“If they are also planned so that the grass strips  between them must be cut with a sickle, few gentlemen of  moderate means will long have the patience to keep them with the nice care essential to their good effect.”

The cost of the plants and also the labor made him wonder if the practice was worth it.

Today the issues for bedding out still remain, thus making a gardener hesitate to cultivate such a bedding out scheme of planting.

That does not however stop gardeners from continuing this Victorian fashion.

The article from TEG magazine ends with these words, “It seems many private gardeners still believe in bedding, with bedding plants currently representing a third of UK consumers’ spending on garden plants.”

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Nineteenth Century Garden Catalogs Sold Lawn

Nineteenth century garden catalogs sold lawn.

Nineteenth century seed company and nursery products guided the kind of home landscape people cultivated.

Landscape designer and garden historian Jennifer Grace Hanna wrote her Cornell master’s thesis called Ornamental Garden Design. 

She discussed mostly nineteenth century Rochester seedsman James Vick (1818-1882), but also covered much garden history from that period, including discussion of the importance of the lawn for the middle class homeowner.

 

henderson-front-yard

 

Hanna writes,  “Nursery owners [in nineteenth century America], the horticultural journal editors, did not accept the wilderness aesthetic completely for it was not good for business.

“Instead they merged this romantic wilderness appreciation with the aesthetic picturesque and developed a form of English landscape garden design that was reliant upon the communal landscape.

“In other words, the new transportation systems of the roads and rail lines and land division of the suburban tracts set up shared views.”

In the cover image [above] from New York seedsman Peter Henderson’s 1899 catalog notice how in the back one property adjoins another with a lawn as their common bond.

No fence separates the properties because the continuity of the lawn was an important landscape principle called ‘shared view.’

The nursery owners encouraged the lawn because it was part of the English landscape garden design aesthetic, but also because it was good for business. That landscape style sold lawn seed and lawn mowers.

And so it was no surprise, according to Hanna, that the English garden with its lawn became the model for the suburban, middle class American home landscape of the nineteenth century.

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Ireland Trip Illustrates Similar Plant Palette

Ireland trip illustrates similar plant palette.

My recent trip to Ireland taught me a lesson about marketing the garden.

While near Dublin, I visited the classic Victorian garden and estate called Powerscourt in the town of Enniskerry, County Wicklow.

There at the gift shop and greenhouse, near the visitor’s parking lot, I saw trays of pansies for sale. [below]

pansies-at-powerscourt

Pansies for sale outside the greenhouse at Powerscourt

The pansy has long been a gardener’s favorite. Since the nineteenth century pansies have played a central role in providing color for garden beds here in America.

When I saw the Powerscourt pansies, it was as if I was at home. We sell the same pansies here in the States.

What that means to me is that the power of marketing communication today makes a plant variety easily recognizable, perhaps even around the world, and that becomes the plant that people want to grow.

Mass marketing of the garden only began in the later part of the nineteenth century when communication innovations like the typewriter and increased speed in printing along with increased advertising became common.

A customer from Iowa wrote a letter to Rochester, New York seedsman James Vick (1818-1882) about pansies.  Vick included these words from the letter in his magazine Vick’s Illustrated Monthly in 1878, “We never had such flowers before; you ought to have seen our Pansies. We have every color you can think of, and lots of them that you cannot think of. We have one or two roots of them that have not had anything but double Pansies, and they were very beautiful.”

Vick, of course, encouraged the growing of pansies.  That advice has continued to this day.

So in one sense it is no surprise to see the same annuals for sale in Ireland even though the growers may be local.

Since the late nineteenth century American gardening has been intimately connected with the mass marketing of plants and garden products.

The effect is that our palette of plants has become quite similar from region to region around the country, and even from country to country.

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Garden Company Name Influences Customers

The garden company name influences customers in choosing products.

The public relations journal called Public Relations Tactics arrives on my desk every month.

This journal provides articles on what’s new and current in public relations practice.

A recent article called “Understanding Brands and Influencer Relations” caught my attention.

Since the Public Relations Society of America publishes this journal, I generally feel confident about the quality of its articles.

The word ‘influencer’ in the title made me curious. 

Influencers happen to be individuals who can persuade others, like their readers if the person were a journalist or blogger, to notice and perhaps choose a certain brand of a product.

The author Heather Sliwinski says, “Think of bloggers, and other social influencers, as brand ambassadors.”

My thoughts, of course, went back to the nineteenth century garden industry. Were there influencers back then?

Seed company owners like W. Atlee Burpee, Peter Henderson, John Childs, and James Vick became brand ambassadors for the nineteenth century garden industry.

Their audience was the middle class woman who loved gardening.

If Vick or Henderson said or wrote something, it was common for consumers to take notice.

Henderson placed this ad in Harper’s magazine. [below]

Peter Henderson Seed Company ad in Harper's

Peter Henderson Seed Company ad in Harper’s magazine

You see illustrated the ideal customer: a middle class woman who liked gardening, and was in the search of the newest. Here Henderson wrote in the ad, “Sensational Flower Seed Novelty.”  A new variety of hollyhocks was available for this gardener.

A nineteenth century seedsman, like Vick, sometimes approached a newspaper editor, also an influencer, with press material to promote Vick’s seed company.  If a story ran, Vick would send the editor packets of seeds in gratitude.

Like today, the influencer has a following. That’s how he or she received that name.

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Nineteenth Century Targeted Garden Advertising

Nineteenth century targeted garden advertising.

Public relations and advertising professionals often need an index of available promotional sources. Such an index would include information like the circulation numbers of a media outlet.

They need to know, for example, how many people receive a particular magazine.

Since the late 19th century, advertising companies have put out directories of media available for a business considering placing an ad.

Such directories gave advertising more precision in reaching its audience.

Rochester, New York seedsman James Vick (1818-1882) researched such directories for his own garden advertising.

Thus he showed an awareness of the latest in advertising as a science, as they called it then.

Vick wrote in his garden magazine of 1881 Vick’s Illustrated Monthly, “There are over ten thousand different publications in America, and with all those we have more or less correspondence during the year. In this  work we are much aided by the excellent publications of the leading advertising agents, such as Geo. P. Rowell & Co., of New York, and N. W. Ayer & Son, of Philadelphia [the first US advertising firm].”

Vick continues, ” These books not only give the names, location, and character of the newspapers, magazines, etc., but, in most cases, the circulation.”

This magazine ad [below] appeared in American Agriculturist, a popular journal whose audience was middle to upper class homeowners who would buy a mower for that perfect lawn.

An ad in the magazine American Agriculruist May 1888

An ad in the magazine American Agriculturist May 1888

So nineteenth century seed companies and nurseries needed to know what publications their consumers read.

Then through a particular publication they could target its audience.

Ever since moden advertising, born in the nineteenth century, has used what we now call media directories like Cision to appeal to their consumers.

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Garden Advertising Sometimes Exaggerates

Garden Advertising Sometimes Exaggerates

Advertising in America as an industry began with the N. W. Ayer & Son Company in Philadelphia in 1867.

From that point on advertisers through the media of the day sought to persuade a consumer to buy a particular brand of a product.

Lydia Pinkham was among the first to use such advertising to market her patent medicine, a remedy for female complaints. She combined vegetable compound laced with nineteen per cent alcohol to make up her medicinal beverage.

The garden industry of course through the seed companies and nurseries did not shy away from ads to promote their wares as well.

You would think that today, one hundred fifty years later, we are smart enough to reject false claims in advertising.

Not true.

Sometimes, even today, garden advertising exaggerates what the company promises.

A ‘garden in a box’ seems to imply you simply plant something like the company’s seed strips and wallah, you have a garden.

Mike Lizotte from American Meadows said, “We’ve all seen the ‘meadow in a can’ seed products at our

Wildflower mix from Aerican Meadows

Wildflower mix from American Meadows

favorite big box store. Don’t be fooled by the nice packaging.”

There is always something left out in advertising in order that the ad can make its point.

In the ‘garden in a box’ that something happens to be the work it takes to maintain a garden, and see it through to its flowering.

Also, the product may be inferior. There may be fewer seeds than promised.

Garden advertising is really like any advertising. The buyer has to be aware of the kind of promises made by the seller.

Adrian Higgins, garden writer for the Washington Post, recently wrote an article entitled “Growing wild – by design.”

He said, “A few years ago, there was the notion that meadows were so eager to sprout that

American Meadows

American Meadows

you could buy a can full of wildflower seed, sprinkle the contents on a piece of cleared land and you would have a floriferous meadow in perpetuity. But there is no meadow genie in the can.”

Though we need to proceed cautiously with ads, advertising for the garden at the same time it tries to sell something also informs the consumer about new products.

Nineteenth century New York seedsman James Vick (1818-1882) recognized that part of advertising.

Vick wrote in 1880 in his magazine Vick’s Illustrated Monthly “Those desiring reliable information upon horticultural subjects will find much that is valuable in these [advertising] pages.”

Victorian Seedsman Encouraged Advertising

Victorian seedsman encouraged advertising.

New York seedsman Peter Henderson (1822-1890) wrote several popular garden books in the late nineteenth century.

He also believed in the power of advertising for his company.

In 1884 Philadelphia nurseryman Thomas Meehan included in his magazine Gardener’s Monthly a speech that Henderson had given that year at the Chicago Convention of Nurserymen.  He quotes Henderson as saying, “Advertising is rapidly becoming a fine art, and the more it advances as a fine art, the more advertising will be done and the more profit will result from it.”

As a business, the seed industry had its share of competition.  The amount of advertising sometimes distinguished one company from another.

Henderson catalog 1885

For example, this chromolithograph cover [above] from Henderson’s seed catalog of 1885 promoted the company as modern and progressive, but still classic. The company promised to fill every need a gardener may have.

Meehan wrote the following in another issue of his magazine from that same year, “Perhaps in no other country is the press so liberally patronized by seedsmen, florists, and nurserymen as in the United States. In their advertising seasons, which cover most of the months of the year, we can rarely pick up a periodical that does not contain some of their advertisements.”

Henderson was not alone among his Brothers of the Spade, fellow garden merchants.  He believed in advertising for any modern business to succeed, including the garden industry.