From David Beaulieu,
Your Guide to Landscaping.
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Definition: Cultivars are propagated not from seed, but rather vegetatively (e.g., via stem cuttings). When the full scientific name for a particular plant cultivar is given, the part of the name that indicates the cultivar itself follows the genus name and the species name and is set off by single quotation marks. By referring to cultivars in this way, we're able to be more specific about a plant than if we restricted ourselves to noting its genus and species.