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What Does "P.V.P" on Seed Packets Mean?

I love seed packets almost as much as I love the seeds inside. Sometimes I purchase a seed packet just because I like the photo or seed packet design and I have no intention of ever growing the seeds. My seed keeping bin is stuffed with old seed packs of some seeds I've sown and packs that are there just as curios. Take, for example, this seed packet for ‘Lumina’ pumpkin. In the upper-right corner of the seed pack you’ll note that “P.V.P” is printed on the seed packet next to the name.

Lumina pumpkin seeds. What does P.V.P on seed packs mean?