Veseys - eight decades strong and still growing
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Veseys – eight decades
strong and still growing All products sold by Veseys, including offerings in its extensive bulb
collection, are tested annually on site. Visitors to the headquarters in
York, P.E.I., are welcome to wander the colourful Flower Trial Gardens.
Commitment to quality stems
from founder’s market-garden roots
The turnip harvest at Veseys in the 1960s. The seed company was launched 80 years ago by Arthur Vesey, who was also a commercial grower. Bev Simpson (inset, in
1966) became an employee at age 19, and took over the company with his wife Shirley after Vesey retired in 1979. (Contributed photos)
By Nicole Kitchener
Vesey’s headquarters, in the rural community of York, Prince Edward
Island, is a twisty warren of hallways, rooms, staircases, nooks, and cran-
nies. A series of additions have been built on over the decades. At the
building’s heart sits founder Arthur Vesey’s house and small shop where
he first sold vegetable seeds in the late 1930s. Although Vesey died in 1999
at the age of 92, you can almost sense him walking with you across each
creaky floorboard and around every corner, marvelling at what his business
has become – the largest mail-order gardening company in Canada.
This year, Veseys celebrates its 80th anniversary. (The company recently
dropped the apostrophe from its name, to avoid confusion when customers
go online to find www.veseys.com.) Just as the head office has expanded
through the years to encompass Arthur’s home and store, so too has the
company continued to embody his values – commitment to quality, devotion
to the customer, and staff appreciation – thereby maintaining high regard
and reputation in the gardening world.
Much of the credit goes to B.E. Simpson, the company’s president. Now
81, Bev, as he is known, became Arthur’s employee when he was 19. The
Employees doing a final check on a customer’s order in 1962 (left). Corn samples (right) picked from two became partners, working side-by-side until Arthur retired in 1979, at
seed trials to be tested for taste, quality, and consistency. which point Bev took over the business with his wife Shirley. Cultivating between the rows at Veseys. Field trials have always been a key part of the business.
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Pauline Hager operating a circa-1950s seed packaging machine, still very much in use today at Veseys. Seeds are dropped into a
hopper and a predetermined quantity is fed into the packets. Replacement parts for the machine must be made from scratch, as
they are no longer manufactured. (Nicole Kitchener photos)
Bev recalls Arthur as a unique man people throughout the Maritimes who “We pretty much cover the spectrum The bulk of the company’s operations remain on Arthur Vesey’s original 40-acre farm in York, P.E.I. (Contributed photos)
with talents in a number of areas – mu- had caught wind of this successful of everything a gardener would need,”
sic, theatre, business, “and, of course, grower in P.E.I. says John Barrett, Veseys’ director of his side as vice-president. time, Veseys’ 60th anniversary, in “We also decided to get into the
gardening.” He possessed a dry wit, was Today, Veseys circulates more sales, marketing, and development. “As a family-owned business, we 1999, marked something of a turning bulb business,” says Barrett. Veseys
a bit of a jokester, and loved dabbling than a million copies of its full-colour recognize that our success is the result point. Having already established an is now Canada’s largest importer of
in magic. “An honest and hard-working catalogue, which runs up to 170 pages, BRING ON THE BULBS of our team of dedicated and com- internet presence three years earlier, Dutch bulbs. Each of the spring and
individual, Arthur had an innate abil- Arthur’s 40-acre farm in York mitted staff,” says Bev. “Without the it launched an e-commerce platform, fall bulb catalogues introduces as
ity to judge character and recognize remains the company’s base, com- wide range of talents that exist within making it one of the first gardening many as 100 or more new varieties.
the talents that existed within staff,” prising offices, seed laboratories, our employees, we would never have operations in the world to do so. A significant portion of the com-
says Simpson. “Never motivated by packaging facilities, storage, and a been able to reach our current family
money, Arthur’s passion was ensuring small retail shop. Another building of satisfied customers, nor would we
the success of his gardening customers, houses a separate division, Veseys have been able to expand our product
and he was always cautious that the Equipment, which sells large com- offering to the thousands of items we
company didn’t get too big, so that the mercial machinery to golf courses, now have on offer.”
many details of running the company municipalities, and parks in Atlantic While the array and number of
were never overlooked.” Canada. The property also includes a items in the catalogue grew over
Arthur fell into the business rather shipping facility for seed-catalogue
organically. A market gardener, he items, and indoor and outdoor areas
was keenly interested in procuring and for research and seed trials. Bulbs
testing vegetable seeds to determine are packed and shipped twice a year
which varieties best suited the region’s from a 28,000-square-foot building at
short, cool, growing seasons. Friends a nearby industrial park.
John Barrett – director of sales, marketing,
and neighbours, noticing Arthur en- and development – has been with Veseys Veseys employs about 75 full-time
joyed better growth and yields than for 22 years. He is one of many employees staff members, with that number
they did, asked if he would buy extra who have logged decades at the company. reaching around 100 during the busy
for them when ordering his seeds. seasons. Many employees have been
This prompted him to establish a retail offering home and commercial garden- with the company for several decades.
store in his home. Then, in 1939, he ers an array of vegetable, fruit, flower, “I’m still one of the newer people on
launched a 16-page, black-and-white and herb seeds, spring and fall bulbs, staff, and I’ve been here 22 years,”
listing of vegetable seeds to which he starting plants, and equipment. Orders laughs Barrett. Bev, now into his
had access. Distribution was primar- come in from customers in every Ca- 63rd year at Veseys, is still at his desk Packing orders for delivery by Canada Post in the mid-1960s. Baskets (see far right)
ily within his own little network, and nadian province and U.S. state. daily, with his son Gerry Simpson by Arthur Vesey aboard a nifty little tractor. are still used to gather items for orders.
PAGE 34 RURAL DELIVERY March 2019 March 2019 RURAL DELIVERY PAGE 35
flagship retail store in Charlottetown.
Although York is a mere 10 kilometres
from the capital city’s downtown,
many people consider it a trek into
the country. “We’re kind of out of
sight, out of mind,” says Barrett. The
store would carry the entire product
line, including the commercial power
equipment, under one roof. It would
also include a learning centre, with
space for seminars and classes.
In the company’s laboratory, seeds are arrayed on blotters and placed in a machine that mimics daily light and temperature changes, Another ambition is to refine the
to determine germination rates. (Nicole Kitchener photos) company’s wholesale division, which
currently sells seeds to 31 stores in
pany’s bulb trade is generated from rate and a certain yield per acre, and Another rumour circulating was that Atlantic Canada. “It’s not the most
its fundraising program. With the you don’t get that, it’s the difference the seeds were genetically modified. organized program,” Barrett acknowl-
volume of bulbs Veseys purchases, between your farm turning a profit or The criticism certainly didn’t thwart edges.
it can offer non-profits, schools, and whether you’re going to the bank.” the promotion, which survived and In the meantime, Veseys is com-
other organizations a higher margin However, the benefits trickle down thrived. Changes for 2019 include memorating its 80-year milestone
than many other fundraising programs to Veseys’ largest customer base, the expanding the campaign across the in a few ways. A contest for bulb-
– 50 percent of total sales. There is no home gardeners. “It’s a little upside entire Cheerios line, and a departure catalogue purchasers was rolled out
charge for the special bulb catalogue down,” remarks Barrett. “We do all from wildflowers. Instead, Veseys last fall, and this April the winners
or other materials and support for this extra work and go to the expense will produce 520,000 packages of sun- will enjoy an eight-day, all-expenses-
groups that sign on. for a small portion of the business. But flower seeds. Barrett, who formerly paid river cruise during tulip season in
you have to look at our roots, right? owned a 50-acre sunflower farm in Holland. Another initiative has been
TESTING AND TRIALING Arthur Vesey and Bev Simpson were P.E.I. before landing at Veseys, says the naming of two new tulip varieties
From the beginning, testing of commercial produce growers. And as bees are attracted to the plant. in honour of Bev and Shirley Simp-
seed and plant varieties has been an long as their heritage continues, we’ll “No one can have any issues with son’s mothers – a huge undertaking,
imperative. Field trials are conducted always have that emphasis, even if it regards to invasiveness, because the requiring various registrations and
on every type of seed offered for sale is a smaller part of the business.” sunflower is an annual,” he points approvals.
or under consideration, says Barrett. out. “It’s an easy flower to grow, Perhaps most notable is the spe-
In the laboratory, certified technicians BEE PROMOTION everybody loves them. So we’ll see cial 2019 seed catalogue. Instead of
test for germination rates and quality. Veseys also produces customized what the reaction is.” the usual flower or vegetable photo,
“We only sell to the Canada num- seed packages for various organiza- Barrett admits Bring Back the Bees the cover features an illustration
ber-one standard set by the govern- tions, corporations, and events such as isn’t a huge money-maker for Veseys, by Canadian artist Kerry Hodgson,
ment. We self-impose that standard weddings. This aspect of the business but he says it’s great publicity. “We commissioned to commemorate the
on ourselves. That’s why every lot led to one of the company’s most sub- like having our name on a million company’s rich heritage and history.
of every seed that comes in to us runs stantial endeavours. In 2016, Veseys packages of seeds, with our name, our The unique image has elicited such a
through our lab for a whole series of partnered with General Mills Canada address, and our website on millions response, 100 limited-edition posters
tests. All that information is recorded, on a national campaign called “Bring of boxes of Cheerios. It heightens have been produced for sale.
and if that seed isn’t up to the standard Back the Bees,” centred around North our visibility. Plus, we genuinely are What would Arthur think of Veseys
we want, we won’t sell it.” America’s dwindling bee population concerned about the whole bee thing. eight decades after his first modest
Testing and trialing is mainly for and the Honey Nut Cheerios brand. There is a deep-rooted concern there.” catalogue was created? “He’d be very
the benefit of Veseys’ commercial cus- Consumers were directed to a website Veseys has maintained a conser- excited. He was a very progressive
tomers – ranging from large operations where they could sign up for a free vative approach to expansion and guy,” says Barrett.
such as Nova Scotia’s Oxford Frozen package of Veseys’ specially formu- growth, and one of the company’s Adds Bev, “His memory will live on
Foods, to smaller growers selling at lated “bee friendly” wildflower seed strengths is its self-reliance. Other than by the standards we set for ourselves
farmers’ markets. mix. the printing of catalogues by Ottawa’s each day.”
“If you buy a package of carrot seeds The promotion generated some Lowe-Martin, and product coming in
and you plant six feet in your backyard bite-back from critics in traditional from various sources around the world, (Nicole Kitchener is a freelance jour-
and you don’t have the greatest suc- media and social platforms during the company doesn’t “depend on any- nalist and photographer whose work
cess with them, well, it’s not the end its first couple of years, especially body for anything,” says Barrett. “We mainly revolves around animals and
of the world,” Barrett says. “If you after expanding into the U.S. market kind of control our own destiny.” rural life. She lives on a small farm
just bought enough seed to plant 100 in year two. The main complaint was That destiny could include a couple in Prince Edward Island with her
acres of carrots, and your livelihood that the seeds were non-native species, of plans currently under discussion, husband, eight horses, a dog, and far
depends on a certain germination and therefore potentially invasive. one of which is the creation of a too many cats.) •
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