Pennington Relaunches Smart Seed Lawn Products Featuring Patent Pending, Industry-Leading Technology
March 10 2021 - 9:00AM
Business Wire
New Products Proven to Fertilize and Beautify
Lawns While Conserving 30% More Water Year After Year1
Today Pennington Seed (“Pennington”), one of the largest
manufacturers and distributors of lawn, garden and turf care
products and a subsidiary of the Central Garden & Pet Company
(NASDAQ: CENT, CENTA) (“Central”), announced the relaunch of
Pennington Smart Seed products. The relaunch of the Smart Seed
portfolio, the brand’s drought-resistant, environmentally conscious
lawn seed products, is the result of two years of in-house research
and consumer insights studies to ensure the suite of Pennington
products are more reliable, effective and easy to use.
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the full release here:
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Pennington relaunches Smart Seed Lawn
products featuring patent pending, industry-leading seed technology
and new branding (Photo: Business Wire)
New and Improved Seed Technology
The Smart Seed portfolio was originally created with
sustainability in mind. For more than a dozen years, lawns using
Pennington’s Smart Seed products have saved up to 30% or more water
year after year compared to ordinary grass seed. Smart Seed can
deliver on its claims for the life of consumers’ lawns because
Pennington hand selects cultivars of grass that have been verified
by the Turfgrass Water Conservation Alliance (TWCA) to conserve
more water compared to traditional varieties. While the Smart Seed
products have continuously provided water saving benefits to
consumers, the brand realized it could be doing more to enhance and
improve the grass growing experience.
The first step in relaunching Pennington’s popular Smart Seed
products was to innovate the product to help produce greener and
more fertile lawns. Leveraging insights learned through
Pennington's NexGen Turf Research, one of the largest, private
grass seed research facilities in the United States, the team
focused on how to further improve the product’s germination and
efficacy for better, more consistent results. The new Pennington
Smart Seed products feature the brand’s patent-pending
fertilizer-enhanced seed coating system proven to speed seed
establishment and promote greener grass.
“At Central, we are committed to creating and building brands
that consumers love with products they can trust, and Pennington is
a great example of this promise,” said J.D. Walker, President, of
Garden Consumer Products at Central. “With so many new consumers
entering the category, it was important to us to transform our
Smart Seed offering so homeowners have everything they need in one
convenient bag – now our consumers can spend less time worrying
about how to take care of their lawns and spend more time enjoying
them.”
Products in the Smart Seed portfolio include both traditional
variety mixes (Perennial Ryegrass, Bermudagrass and Kentucky
Bluegrass), as well as specialized blends or mixes that are
customized to specific regional climates, varieties include: Sun
& Shade, Dense Shade, Northeast Mix, Midwest Mix, Pacific
Northwest Mix and Pennsylvania State Mix.
Consumer Ease and New Branding
For the last 12 years, consumers have trusted Pennington Smart
Seed products to grow resilient, environmentally friendly lawns,
however consumer research found that shopping for lawn care can be
overwhelming and confusing.
Pennington approached the relaunch with consumer usability in
mind. Previously, each Smart Seed product had its own brand
expression. The new portfolio of products has been simplified so it
is easier for consumers to find the exact grass seed varietal they
need and recognize the trusted Pennington brand. Each bag features
detailed planting instructions, including new digital integration
and links to relevant content on social media platforms, such as
YouTube. Retail websites will now feature enhanced content for each
step of the lawn growing journey.
The relaunch is supported through Pennington’s “Smart That Never
Fails” campaign, which will come to life through a new commercial
that will appear across radio, national broadcast networks and on
Hulu.
About Pennington
Some people look at a lawn as a place that requires mowing,
edging, seeding, fertilizing and more – in short, as a chore.
Pennington sees the lawn as an outdoor living space for making
unforgettable memories and they’re dedicated to ensuring that your
lawn is ready for any occasion. They’ve been at this for a long
time, beginning in 1945 as a small seed store on Main Street in
Madison, Georgia. They’re proud that their founder Brooks
Pennington Sr.’s spirit of entrepreneurship is still with them
today driving them to make the finest grass seed, soil amendments,
fertilizers, and wild bird seed that money can buy. From baseball
games, parties, water balloon fights or playing fetch with the
family dog, millions of homeowners have relied on Pennington to set
their lawns and gardens as the stage for lifelong memories. To
learn more, please visit https://www.pennington.com/
About Central Garden & Pet
Central Garden & Pet (NASDAQ: CENT, CENTA) understands that
home is central to life and has proudly nurtured happy and healthy
homes for over 40 years. With 2020 net sales of $2.7 billion,
Central is on a mission to lead the future of the pet and garden
industries. The Company’s innovative and trusted products are
dedicated to help lawns grow greener, gardens bloom bigger, pets
live healthier and communities grow stronger. Central is home to a
leading portfolio of more than 65 high-quality brands including
Pennington®, Nylabone®, Kaytee®, Amdro® and Aqueon®, strong
manufacturing and distribution capabilities and a passionate,
entrepreneurial growth culture. Central Garden & Pet is based
in Walnut Creek, California and has over 6,300 employees across
North America and Europe. For additional information about Central,
please visit the Company’s website at www.central.com.
1 The seed varieties in Pennington Smart Seed represent years of
research and breeding bringing grasses to their full potential for
water conservation. Once established, Smart Seed grasses require up
to 30 percent less water year after year compared to ordinary
seed
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version on businesswire.com: https://www.businesswire.com/news/home/20210310005035/en/
Investor Relations Contact Friederike Edelmann (925)
412-6726 fedelmann@central.com
Media Relations Contact Liz Nunan (925) 878-9465
lnunan@central.com
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