Merchant & Product Information

“Every batch is subject to quality assurance and quality control, whether it’s one pallet or 15 semiloads per batch. The soil & mixes go out to a third party, nationally recognized soil-testing company. It’s an additional layer of quality control.”

Joe Hobson
President and CEO of Midwest Trading

Quality is Key

How do you grow a garden? You start from the ground up. A quality growing planting soil provides the foundation of a healthy, thriving garden.

Irma’s Garden^® Container Mix and Garden Soil contain top quality ingredients — the best raw materials for this region — blended according to rigorous quality standards. They’re developed by horticultural soil scientists who create blends for professionals: “Irma’s Garden^® mixes are made by professional growers; they’re the same folks who develop mixes for greenhouses, landscapers and container growers,” says Craig Keller, Vice President, Comptroller and Owner of Midwest Trading.

Ingredients are selected for quality and versatility, allowing the company’s soil scientists to create blends that are balanced for proper nutrition and consistency.

Materials that go into each mix are tested at the source, then tested again at the company’s onsite mix plant. The company’s quality control staff evaluates each batch at various stages in the computerized mix plant.

Irma’s Garden Product Packaging

Irma’s Garden^® packaging is designed to attract customers with a sense of familiarity, warmth and comfort. Featuring a picket fence and welcoming cottage, it’s a homespun, rustic look that evokes Grandma’s garden, one that’s lovingly tended and lush with colorful, healthy plants. Today’s customers are looking for that tried-and-true, trustworthy product, the kind that their aunts and grandmothers once used to grow bountiful gardens rich with colorful flowers and luscious veggies.

Irma knows what she’s doing; she’s a knowledgeable, seasoned gardener who can help customers create the kind of gardens they remember — and those they aspire to create. Instructions are provided in easy-to-read steps, making it simple to grow a garden as rich and beautiful as Irma’s.

“The instructions are limited to three to four steps; that’s it,” says Keller. “We wanted to make it so that in a very short time, the customer can understand what they need to do and what the product does — without a lot of fancy verbiage. It’s just enough information to help you do exactly what you need to do.”

Christa Orum-Keller, Chairman of Midwest Trading, Owner of Midwest Groundcovers and daughter of Irma, believes that customers will appreciate the quality and the expertise that goes into each mix, “but what will really attract them from across the garden center is the emotion” of relating to Irma and her gardening wisdom. “It’s a feel-good brand, it’s wholesome,” she says. “We’re growers with 50 years of experience, and that growing experience is meaningful. Our brand is friendly, warm, personal and reliable. It’s relatable. It’s Midwest!”

Products Sell Sheet

The Irma’s Garden Team

Our team of experts is committed to developing consistent, predictable, quality mixes our customers can rely on. Our team has a deep knowledge of growing media and is known for going the extra mile to ensure orders are monitored from purchase to production to delivery.

Merchants

Quality is Key

Irma’s Garden Product Packaging

Products Sell Sheet

The Irma’s Garden Team