Altusried / Allgäu, Juni 2020

In Krugzell, near Kempten, at the foot of the Allgäu mountains, the Hiedl family has lived and worked for several generations. The company is idyllically situated between fruit trees, pasture fields and farms and impresses with its size and modernity.

For more than 25 years, Helmut Hiedl, supported by his sons Vincent and Lorenz, has crossed and selected many types of heather. These are available to you from her extensive botanical Erica collection from all over the world. Thanks to active in-house breeding, innovations quickly reach the market. Thus, current trends are addressed and even new trends are created. Helmut Hiedl is best known to insiders as one of the breeders of the Calluna brand Gardengirls®, one of the strongest brands in the German plant market.

With the Erica line Heidi‘s^®, the family now wants to take off and is relying on colour-intensive selections in completely new colour variations. An intense long-distance effect is achieved through the dense population of flowers along the entire shoot. Another added value of the Heidi‘s^® is the long shelf life of the flowers, which ensures long-lasting pleasure in sales and, above all, for consumers at home. The wide assortment with early and late varieties serves the sale over a long period of time. The most important breeding goal from the beginning was to select resistant varieties, which are superior to the free varieties still used today.

Due to the low initial quantity, Heidi‘s® has so far only been found in a very regionally restricted manner in garden centers in southern Germany, Switzerland or South Tyrol. However, with selected licensees and production partners in Germany and the neighboring countries, the Hiedls now want to penetrate the Erica market much more strongly, especially in the premium segment.

"We support our Heidi’s® partner companies directly and without detours. At the same time, they will receive advertising material and a strong branding from us.” promises Vincent Hiedl, who heads sales and production.

In the last few months Sabine Hiedl, project manager at Heidi’s®, supported by her family and Richard Petri, RiPlant AG, developed a complete brand identity. “We are passionate breeders and gardeners. The Heidi’s® brand stands for outstanding genetics. With the protected brand Heidi’s® we have found a well-known and very appropriate name for our breeds. There is a lot of marketing potential here.” The new brand claim “Color your Nature!” underlines the value of the varieties for the consumer. New sales folders, advertising pots and other marketing aids are now available.