Cape Town - In October 2004, Chris Anderson wrote an article about the long tail of retail marketing in a feature in Wired magazine. Since then, the term long tail has increasingly described the retailing strategy of selling a large number of unique items with relatively small quantities sold of each.
The allure of small quantities of rare items is the fundamental human driving force behind the success of fairs that offer a glimpse of rare furniture, antiques, jewellery and plants.
For gardeners, rare plants include very special indigenous species, exotic flowering shrubs, heirloom vegetable seed, unusual perennials, spectacular orchids or bizarre-looking succulents.
This year, a community of over 30 plant breeders in the Peninsula celebrate their 16th Rare Plant Sale on April 13.
For these passionate plantspeople, 2013 is the 12th year that the Rare Plant Fair has been launched in autumn; the eighth year that the fair has been held at Rustenberg Wines in Stellenbosch; and the 16th year of the fair as a local event.
“The first two rare-plant fairs were held at Bishopscourt in the autumn and spring of 2002, with about 18 participants”, says long-time organiser Barbara Knox-Shaw.
“We had huge numbers because the Bishopscourt garden had never been open to the public, and people wanted to see it. After that we moved to Alphen, where we held six fairs in three years, from 2003-2005.
“In 2006, we moved to Rustenberg Wines, which has proved to be an idyllic venue. The fair is held in the oak-filled square of the Schoongezicht werf, surrounded on all sides by the most beautiful Cape Dutch buildings. We have teas in front of the homestead, and we encourage people to wander around the Schoongezicht garden, which looks terrific at this time of year.”
“The chief idea (besides hosting a rare-plant sale) was to make available plants we knew were around, but which were seldom seen in garden centres.
“Some of us also have larger gardens, which generate more plants than we need, so the concept of a rare-plant fair gives us the opportunity to sell some of the surplus.
“Many of the specialist growers keep private collections of plants, which for various reasons can’t really be propagated in sufficient numbers for sale to nurseries, but for which the Rare Plant Fair offers an ideal market.
“Some of the gardeners have also built up specialist collections in their gardens, and want to enthuse other gardeners by offering those they know from their experience will do well in our climate. For example, Jenny Ferreira discovered all sorts of salvias from South America that thrive in her hot Wellington garden. Some of these are now among the most popular plants sold in nurseries today, but they were first introduced by Jenny at Rare Plant fairs.”
Exotic Vireya rhododendrons were hugely popular as few people knew of the plants until Jim Holmes and Jessie Walton exhibited them at Rare Plant fairs. “Now everyone who has seen them in flower wants them.”
Jan van Bergen’s huge collection of Japanese maples was a sensation when plants appeared at fairs. Only a few Japanese maples had been available in garden centres, and those that were offered were generally labelled “mixed”.
“We’ve been able to offer a range of named cultivars and species at fairs over the years.”
What have been the most popular selling plants over the years? For gardeners, the fairs have been a rich source for exotic imported Vireya rhododendron hybrids, serrata hydrangeas, Japanese maples, anemones and hellebores.
Water-wise Salvia leucantha colour mutations that were discovered locally have also been perennial favourites. Among their ranks are Salvia White Mischief, Danielle’s Dream and Midnight (also known as Purple Sensation). Clivia Snowball is seldom available, but hugely popular, as are indigenous Darling wine cups (Geissorrhiza radians).
What will you see at the 2013 Rare Plant Fair? Look out for these groups of plants next Saturday:
Indigenous plants: The assumption that most plants sold at Rare Plant fairs are exotic is unfounded, as more than half of all plants sold at these fairs are actually rare indigenous plants.
Plants for shade. Rhododendrons, hydrangeas, shade plants (Fresh Woods), clivias (John Winter Special Plants), Vireya rhododendrons, camellias and Japanese maples (Keurbos Nursery) and hellebores (Archie’s Plants).
Fynbos. Proteas, fynbos (Arnelia), bulbs (African Bulbs), indigenous plants (West Coast Flora and Hillside Nursery), dry bulbs and seedling plugs (Veld and Fynbos), cycads (Nic Johnston), ericas (Caledon Fynbos), and endemic fynbos (Cape Flats Fynbos).
Orchids and bromeliads. Orchids (Exotic Plant Company and Van der Berg Garden Centre) and bromeliads (Rob’s Bromeliads and Atlantic Bromeliads).
Succulents: Aloes (West Coast Aloes), succulents from Madagascar (Water Wise Plants), Succulents (4 Plants), midnight cacti (Holiday Cactus), succulents (Selecta Succulents and Sheilam Cactus Nursery), cycads and aloes (Rooiklip Nursery), caudiciforms and bonsai (Ferox Nursery).
For sun: Salvias (Klein Optenhorst), herbaceous plants (Longbarn Nursery), bulbs and bonsai (Jim Holmes), interesting perennials and shrubs (Fairholme Nursery), irises (Pink Geranium) and landscape plants (Silverleaf Nursery).
Edible plants: Vegetable seeds (Gravel Garden), herbs (Bridget Kitley Herbs) and day lilies (Day Lily Park).
Fascinating plants: Insectivorous plants (Pan’s Carnivores) and water plants (Riverside Aquatics).
* Visit the annual Cape Rare Plant Fair at Rustenberg Wine Estate, Rustenberg Road, Ida’s Valley, Stellenbosch, on April 13 (9.30am – 2.30pm). Rozanne’s Garden will be in full autumn swing (free entry). There will be tea under the oaks, and special discounts on Rustenberg wines.
Thirty specialist amateur and professional growers will sell their plants directly to the gardening public. Side stalls will sell other items of interest to gardeners. For details see www.rareplantfair.co.za. Entry R10. Enquiries: 078 021 2101. For directions download the map from www.rustenberg.co.za. - Weekend Argus