Don Zeidler is the Director of Direct Marketing for the W. Atlee Burpee Co., a 130-year-old brand famous for revolutionizing home gardening in America. Beginning in the late 1800's Burpee's slogan—"Burpee Seeds Grow"—was the guarantee that raised the bar (and profits) in what was at the time a "seedy" business of selling to farmers in an agrarian society. Much has changed over the years but not the trusted quality the Burpee name means to home gardeners. Don is responsible for Burpee's web site development and management, e-mail marketing and programs, as well as e-commerce performance. His offline responsibilities include catalog circulation, advertising, and ancillary product merchandising. Don has close to 20 years direct marketing experience and brought Burpee online in 1996. His application of sound direct marketing strategies in a dot-com environment is a major component of Burpee's continued on-line success.