Jun 23, 2021
Pen & Petal Marks 20th Year Serving Green Industry

Pen & Petal, a full-service marketing communications agency servicing the green industry, is celebrating its 20th anniversary this year.

“The idea of a full-service agency specializing in the green industry and founded on horticulture knowledge sprouted for me while I was part of the team building the Proven Winners brand,” says Kerstin Poehlmann, founder and president of Pen & Petal. “I saw a space for us to serve horticulture in a way general agencies couldn’t.”

Kerstin Poehlmann

Poehlmann, who holds a horticulture degree from her native Germany, joined EuroAmerican Propagators in 1994. She founded Pen & Petal in 2001 as a boutique agency specializing in horticulture.

She has written two books on container gardening, and has been deeply involved in many industry organizations, including as a former board member for AmericanHort and incoming president of the San Diego County Flower & Plant Association.

Over the years, the agency has expanded to serve all aspects of the green world and its supporting industries, from floriculture and nursery to cannabis, hemp, fruit and vegetables.

In addition, the agency’s service roster remains dynamic, with print and digital branding, advertising, public relations and media at the core, while the executional strategies flow and expand with the needs and demands of an ever-changing communications landscape.

Today’s services include the core print and digital, while also adding video, photography services and a full slate of social and content tactics to reach buyers wherever they are.

“Our clients come from many different industry segments, and while how we market changes nearly every day, what doesn’t change is how fascinating the green world is, and how much potential it offers,” Poehlmann says. “The relationships with clients and industry associates keep everything fresh for me, and I can’t wait to see how we grow alongside the green industry.”

Today, Poehlmann is joined at Pen & Petal by long-time team members, designer Claudia Defibaugh, marketing & PR specialist Joli Hohenstein and web/digital designer Olivia Hernandez, as well as dedicated contract talent including photographers, videographers and more.

“I owe a large part of Pen & Petal’s success to my wonderful team and am immensely grateful for their dedication, talent and creativity,” she says.

For more information about Pen & Petal, visit www.penandpetal.com.


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GPN recognizes 40 industry professionals under the age of 40 who are helping to determine the future of the horticulture industry. These individuals are today’s movers and shakers who are already setting the pace for tomorrow.
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