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The garden industry is abuzz with all the ways Wave® Petunias from PanAmerican Seed® is celebrating its milestone anniversary of 30 years in 2025. Adding to the excitement, at this year’s California Spring Trials the Wave brand announced it has formed a special artistic collaboration with globally renowned and iconic photographer Anne Geddes, whose whimsical book “Down In the Garden” (Cedco Pub, 1996) took ’90s POP culture by storm depicting adorable babies posed in charming garden settings. The Wave® x Anne Geddes® collaboration includes an exclusive artistic print for Wave Petunias by the artist, as well as a national retail sweepstakes this spring where one lucky winner will receive an Anne Geddes baby photoshoot in New York City.

The exclusive print was recently unveiled at a rooftop event in downtown Chicago during EXPO ART WEEK where members of the media and PanAmerican Seed gathered to spotlight Anne Geddes’ work with Wave Petunias and further amplify the 30th Anniversary of the brand. Guests were treated to the artist’s insights on the collaboration and had one-on-one interactions with her capped by gorgeous views of the city skyline.

“Working with Anne Geddes was amazing, and a natural fit for Wave as she appreciates the fragility, hope and promise of the stages of early life. Much like our greenhouse growers believing in the power of nurturing young seedlings to bring color and happiness to the world, Anne’s art brings smiles to so many faces,” says Sarah Makiejus, Global Marketing Manager for PanAmerican Seed and Wave Brand Manager. “The extension of our partnership into the retail sweepstakes in garden centers is the perfect icing on the cake for our milestone year! The nostalgia and joy expressed by the public has been exciting to experience. They’re ready to celebrate with Wave!”

The photoshoot for the exclusive print took place last December with colorful Wave Petunias on-set: Easy Wave® Rose, Plum Vein, and Berry Velour were among the varieties captured, along with over a dozen delightful young models with expressive faces that made the final art so heartwarming and endearing.

“Every baby is a reminder of possibility, innocence and beauty,” says Anne Geddes. “What I love about this collaboration with Wave is how it unites the purity of childhood with the vibrance of nature. There’s something magical about capturing a moment where both are in bloom.”

This season, to further build engagement with Wave Petunias, shoppers nation-wide will find special Anne Geddes “baby bee” plant tags nestled among their Wave Petunias in stores, along with POP highlighting the baby photoshoot sweepstakes. Fans will purchase a Wave Petunia, then scan the QR code on the tag to enter for a chance to win. More details about the official contest can be found online; the sweepstakes runs from National Wave Day (May 3) through July 30, 2025.

To help growers and retailers take full advantage of the Wave 30th Anniversary consumer blitz and rise in exposure, PanAmerican Seed has produced a ready-to-download Wave Promo Kit webpage filled with supportive marketing resources that stores can use to draw in shoppers. Visit www.panamseed.com/wavebrand for downloadables, such as videos, signage, social posts, coloring sheets, invitations, and more.

In addition, a revised “Add Your Business” tool will help independent garden centers help shoppers find their stores by adding their location information. Wave fans can then search by zip/postal code through the WaveGardening.com “Where to Buy” webpage to find a store nearest them selling Wave Petunias and Wave Pansies.

Since its debut in 1995, the Wave brand in its distinctive pink packaging has drawn shoppers and fans by the millions. Now, with Wave® x Anne Geddes® this further confirms that Wave Is Growing™. Be sure to visit www.panamseed.com/wavebrand to explore all the marketing tools in the Wave Promo Kit and help you plan local and more personal events featuring the Wave brand.

For best availability of Wave Petunia colors and mixes for this year of celebration, PanAmerican Seed is encouraging greenhouses to contact their preferred supplier for seed and plugs. For more ordering information, please visit www.panamseed.com.

_{About Anne Geddes®
Based in New York City, Australian born Anne Geddes creates images that are iconic, award winning and beloved. She is one of the world’s most respected and globally recognized photographers. Her imagery singularly captures the beauty, purity and vulnerability of children, embodying her deeply held belief that every child must be “protected, nurtured and loved”. Anne’s body of work, including to date 7 award-winning, globally published coffee table books, 31 years of continuous calendars, ranges of greeting cards and a list of smaller publications including baby record books and journals, has been published in over 84 countries and translated into 24 languages. A multiple New York Times bestselling author, and European best seller, Anne’s photography has been treasured, enjoyed and respected by many generations. Anne has been awarded a host of awards over her career, both for her iconic images and her philanthropic representations and donations and in 2017 she was inducted into the International Photography Hall of Fame, joining a select international group of photography elites.}

_{About Wave® Petunias & Wave® Pansies
Since 1995, the Wave brand has been the leader in providing gardeners worldwide with easy, spreading color. These plants make achieving a picturesque outdoor space a breeze with minimal maintenance required. Because they only need the most basic upkeep, petunias are perfect for gardeners of all skill levels. These sun-loving flowers complement the season, adding colorful personality to any sunny garden space. Visit wavegardening.com for more information.}

_{About PanAmerican Seed®
PanAmerican Seed is an internationally renowned breeder and producer of seed-raised flowers and vegetables based in West Chicago, Illinois, USA, that produces high-quality and best-performing varieties. Research facilities in North and South America, the Pacific Rim and Europe enable us to test and evaluate new varieties under numerous climate conditions. Our state-of-the-art seed distribution center guarantees quick, efficient processing of orders for our worldwide customers. Visit www.panamseed.com for more information.}