The use of stories in marketing of heritage plants and gardens
Summary, in English
This story is told in marketing material for an old variety of garden phlox (Phlox paniculata), a perennial flower found and propagated within the Swedish programme for cultivated diversity, POM. Under their trademark Grönt kulturarv® (‘green heritage’) a number of heritage plants have been (re-)released on the market during the last five years – and there is clearly a demand. The story of Alma Jansson is now part of a product sold in nurseries all over Sweden.
This presentation is based on an ongoing research project studying the intersection between heritage, markets and gardens. The project’s aim is to examine how cultural heritage is produced and articulated within contemporary, formal as well as informal, markets for garden-related items and services. Here, we will focus on the ways in which storytelling is used as an articulation of heritage in the context of gardening, for plants as well as entire gardens. We will show how stories are used also as tools to enhance the value of gardens with a history to visitors; connecting plants, places and gardening practices to people, past and present.
- Institutionen för tjänstevetenskap
- Human Geography
2019-04-14 - 2019-04-17
Santiago de Compostela, Spain