I continue to read the great book English Garden Eccentrics. The main idea is that…
When you think of a simple seed or a single plant that would be perfect in your garden, the image of your ideal garden might also come to mind
That image stems from the experience of gardening or at least a desire to garden. What could be more simple than a seed or a plant?
The business of selling seeds and plants in a consumer society took on proportions no one expected.
By the late nineteenth century with new printing technology and new methods to deliver products, along with national advertising, the garden industry became big business. Seeds and plants, often illustrated in color, were sold in catalogs that were printed in the millions and sent from coast to coast.
By then the business of selling seeds and plants had changed drastically through mass production and distribution.
Cheryl Lyon-Jenness in her article “Planting a Seed: The Nineteenth-Century Horticultural Boom in America”, which appeared in Business History Review (2004), writes: “Between 1850 and 1880, demand for trees and flowers boomed, spurred on by worldwide plant exploration, the introduction of many new ornamental varieties, and a plethora of agricultural and horticultural publications that encouraged hands-on horticulture and delivered practical advice to would-be gardeners and orchardists.”
The garden industry evolved from a close-knit community of horticultural professionals who knew one another like Thomas Meehan, James Vick, and Peter Henderson and who also knew their customers. Businessmen around the country sought to sell their garden products to a consumer eager to buy what the company catalog offered.
Seeds and plants in packages big and small traveled the country on railroad, express delivery, and through the post office. It almost seemed that everyone could have a package delivered, no matter where you lived.
As the consumer culture grew, so did the selling of products like seeds and plants. Maul’s catalog cover of 1900 [left] illustrated so well that the garden business, as depicted in the two large buildings of the Maule Seed Company in the catalog pages, had evolved not only to fill the needs of the modern consumer but to announce to the world how big the business had become.