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DEVELOPMENT OF THE “BELMONT” GARDENIA 
It may safely be said of the "Belmont” Gardenia that 
it is the first genuinely successful gardenia to be grown 
under glass for commercial purposes. Up to five years 
ago gardenias were not grown extensively simply because, 
with few exceptions, growers found them commerically 
unprofitable, due to their lack of knowledge in growing 
them and the difficulty of raising cut flowers during the 
season of greatest demand. 
The variety of gardenia grown with varied success by 
most commercial growers is the Veitchii. In recent years 
there have been many attempts to grow a more profitable 
plant, but the "Belmont” is the first real money maker to 
be developed. 
Gardenias are most difficult to raise under glass owing 
to the uncertainty of procuring blossoms. They are sub¬ 
ject to disease, insects and bud dropping, which is the 
result of their inherent weakness when forced under glass. 
The "Belmont” Gardenia was developed at Belmont 
Gardens after many disappointing experiments with differ¬ 
ent varieties of plants purchased for their advertised 
superior qualities. These were mostly of California origin, 
and all, without exception, were failures. 
The "Belmont" is a "sport” from variety Grandiflora. 
By "sport" we mean a change of type performed by nature. 
This plant was found to be a different and distinctly 
superior type. After a process of selection the improved 
plants were named the "Belmont.” 
The "Belmont” Gardenia is superior in every way to 
any variety we ever grew. Its chief advantages are the 
partial elimination of bud dropping, the cause of serious 
loss when growing such varieties as the Veitchii, and the 
fact that we are able to obtain flowers of excellent quality 
during the dull, dark periods of winter. 
The "Belmont” produces a very large plant with heavy 
foliage and flowers three times the size of those produced 
on Veitchii. In marketing the "Belmont”, we have 
received very high prices because of its size and beauty, 
its free flowering in the winter season, and its keeping 
quality when shipments are made to distant points. 
Sale of Stock 
Owing to the tremendous demand for "Belmont” Gar¬ 
denia stock, we have finally decided to sell a limited quan¬ 
tity under our patent agreement, which makes the sale 
subject to the following terms: 
1. The purchaser will be permitted to grow the "Bel¬ 
mont” Gardenia for cut flower purposes and for the pro¬ 
duction of plants for his own use only. 
2. No resale of plants is permitted nor will the pur¬ 
chaser knowingly sell any wood for someone else to use 
in reproduction. 
A Big Yielder 
The "Belmont” Gardenia is a heavy yielder, because 
it is a more vigorous plant than Veitchii and produces a 
bud and flower on almost every branch of the plant. With 
ordinary care, the grower should be as successful as we 
have been in growing the plants and obtaining the flowers. 
As each plant will yield many times its cost in market¬ 
able gardenias, and as these command higher prices than 
any other variety, the "Belmont” is without question a 
big money maker. 
The success of the "Belmont” Gardenia may be judged 
by the necessity for patent protection. It is the first gar¬ 
denia ever to be patented in this country. The Belmont 
Gardens have established a precedent for patenting and 
protecting the marketing of new varieties of gardenias 
which should be a future stabilizing factor in the trade. 
Growers are warned against purchasing varieties called 
"Belmont” from any source other than Belmont Gardens, 
as no sale of the plants has been or will be made by us 
to other growers, without a restriction as to the sale of 
plants. Only by purchasing the genuine "Belmont” Gar¬ 
denia from Belmont Gardens, under the patent agree¬ 
ment, can the purchaser be sure of securing the true 
"Belmont” variety. 
Popularity of the Gardenia Today 
The gardenia has always been a favorite because of the 
lovely white texture and delightful fragrance of the flower. 
The past five years has seen such a tremendous increase 
in the popularity of the gardenia that production has not 
kept up with the cut flower demand. This has resulted 
in high prices and great profit. The higher prices received 
this year indicate that women were never so enthusiastic 
about "Belmont” Gardenias. 
Gardenias are usually worn made up in corsages and 
their popularity is due to the fact that they are more suit¬ 
able for wear with evening dresses of light texture than 
heavier flowers, the gardenias being so light that they 
do not pull the gown. Also, the white flower goes with 
any color dress, which is a great advantage in satisfying 
the particular customer. 
The "Belmont" Gardenia, because of its larger size and 
fragrance, has become more popular than the common 
varieties, such as the Veitchii. It has even replaced the 
orchid in the favor of many women during the 1933-34 
winter season, as disclosed by the experience of retailers. 
During the last holiday season, many stores in New York 
found themselves overstocked with orchids, always the 
leaders in popular favor until we developed the "Belmont" 
Gardenia. This year the "Belmont” has sold in prefer¬ 
ence to the orchid, bringing prices as high as $2.50 each. 
When the "Belmont” variety becomes more generally 
known throughout the country, we predict a tremendous 
demand for this flower and a still greater increase in the 
popularity of the gafdenia for use in corsages. The 
fragrance is particularly pleasing to women, and it is a 
frequent occurrence in these days that a customer will 
remark, "I would rather have a gardenia than the best 
orchid I could get.” 
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