Campaign Focus:
Once seen merely as an important link to history, heirloom vegetables are now appreciated by gardeners for a more practical reason: they offer flavors, colors, and textures you just don't find in most supermarkets. If you're excited by Green Glaze Collards, Anne Arundel Melons, or the Snowlflake Potato, this is the book for you.  A longtime supporter of organic gardening techniques, William W Weaver has grown each one of the 300+ varieties of vegetables in this book. This new edition contains plant zone information, advice, and dozens of new vegetables to explore. The line drawings have all been replaced with beautiful, full-color photography. As an added bonus, sprinkled throughout the gardening advice are old fashioned recipes, like Parsnip Cake, Artichoke Pie, Pepper Wine, and Henry Ward Beecher’s Favorite Turtle Bean Soup.  No matter the season, Heirloom Vegetable Gardening is a lasting reference to come back to time and again.
 
Key Selling Points:

• Heirlooms are on the rise: Unique vegetable varieties are spurring growth of small, medium, and even the largest seed companies (Baker Creek now publishes more than 700,000 copies of their annual seed catalog!). This is a topic of interest to anyone growing edibles.
• Author is known for his expertise on heirloom vegetables: William Woys Weaver is an IACP award-winning author who’s also a master gardener, contributing editor to The Heirloom Gardener, and owner of the Roughwood Seed Collection. 
• Category killer: More than 300 unique plants are explored in this nearly 500-page book.

 Key Campaign Activity

• Publicity campaign will target gardening, lifestyle, cooking, vegetarian cooking outlets
• Utilize author’s expertise and visibility at media outlets

 Consumer Focus:

• Quarto Knows social media campaign
• Video trailer
• Quarto Knows B2C email campaigns
• Giveaways at Goodreads, select green and gardening blogs and websites

Publicity/Media:

• National Print – gardening magazines and with gardening coverage: Horticulture Magazine, Garden Design, American Gardener, Coastal Living Better Homes and Gardens, Southern Living, Nature’s Garden, Birds & Blooms, Country Woman, Fine Gardening, Mother Earth Living, Sunset Magazine, Living the Country Life, Garden Gate, Organic Life, Garden Design, Organic Gardening, Fine Gardening, Urban Farm, Hobby Farms
• Daily Newspapers with home & gardening coverage –Cleveland Plain Dealer Dallas Morning News, , Chicago Tribune, Houston Chronicle, Sacramento Bee (heavily syndicates gardening content to multiple markets), Miami Herald, Philadelphia Inquirer, San Francisco Chronicle, Los Angeles Times (heavily syndicates gardening content to multiple markets), Pittsburgh Post, Minneapolis Star Tribune, Arizona Star, Denver Post, Atlanta Journal Constitution
• Wire services/syndicators: Associated Press, Knight Ridder, Tribune Media Services
• Regional Magazines with Gardening Coverage: Midwest Living, Southern Living, Sunset, Northern Gardener,
• Garden Center/Wholesalers media: Green Profit, Grower Talks, Nursery Management, Floral Management
• Blogs and Websites:  Among the Weeds, Creative Green Living, Diggin’ In, GreenGirls, Garden Rant, Dallas Life Blog, Empress of Dirt (Canada), In the Garden, Gardenista, Garden Therapy, Kiss The Earth, Diggin’ In, HGTV Garden Blog, , Let's Get Dirty, Gardening Gone Wild, Urban Gardens, The Real Gardener, The Gardening Bandits, Our Little Acre, Organic Life, Gardening with Grace, Gardener’s Eye, Garden.org
• Radio – Local & Syndicated Programs: You Bet Your Garden/Philadelphia (and national NPR syndication), Bob Tanem In the Garden/ San Francisco, Garden Talk/San Francisco, Joy In the Garden/Vermont, In the Garden/Memphis, Mike Nowak/Chicago, Garden Life Radio
• Book Trade:  Library Journal, Publishers Weekly, Booklist, Bookish, Shelf Awareness