www.timberdisplays.co.uk Feeding your garden’s needs C
hempak, part of the Thompson & Morgan family, are suppliers of specialist plant feed and
fertilisers.
In its 35-year history, Chempak has developed products that have earned the trust of the home gardener thanks to their reliability and effective performance. The Chempak range includes potting bases, trace elements and minerals for plant health, general-purpose fertilisers, plant food as well as a full range of specialist products for everything from fuchsia to orchids, cactus to palms.
Repackaged in 2011 with the same quality performance, T&M will continue to uphold the dedication to quality for which the Chempak brand is known and trusted.
A member of the
family
Visit us at GLEE, Hall 5, Stand 5A42 and be amongst the first to see new products from the Chempak and Thompson & Morgan or contact us on 01473 695200
Breakthrough in firelighting opens new category opportunity for garden centres
“ I
dentify a problem, develop a product to solve it, and find a route to market - it’s as simple as that,” says Tommy Gill, well known for introducing innovation in the garden market, and set to launch one such innovatory product – Firemagic Firemaker from Bord Na Mona at Glee 2011 Hall 5 E36.
Extensive consumer research in the UK by the company, which is Ireland’s leading home heating supplier, found that the process of lighting a fire is considered to be a dirty job with uncertain or limited success. The lack of innovation in this sector to date has lead Bord na Mona to develop and bring to the UK market a new product to simplify the process. Firemagic Firemaker, ‘the no-fuss, just ‘firemagic’ fire former’ as Tommy describes it, is a recycled cardboard tray, engineered to create a unique draft and impregnated with a vegetable wax. Once lighted, Firemaker will form a complete and even fire, in any appliance, and with any solid fuel. The product has an incredible
environmental profile, taking the market away from ingredients like kerosene, and using innovation in design, recycling, and sustainability, to create a competitive, environmentally-friendly alternative. Firemagic Firemaker will light up to six fires and has a UK rrp of only £2.99. According to Tommy, when Firemagic was launched in the Irish market, it enjoyed sales of one million units in a 12 week period, despite a late launch in November 2010. The launch itself achieved the acclaimed Innovation award at the recent Marketing Institute Awards. In a follow up UK launch to take place in 2012, the Firemagic brand will be extended to include fuel and ignition products for the summer barbecue and outdoor leisure market also. According to Tommy Gill, recent increases in fuel costs have resulted in a move back from electricity and gas, to open fires. According to Bord Na Mona’s research, consumers are looking for for a gorgeous, beautifully shaped, roaring fire, with no fuss, quick results and the guarantee of perfection every time. This is exactly what Firemagic Firemaker delivers.
“But that’s not all,” says Tommy, “in the build up to launching this product in the UK, and working closely with garden centres, it became obvious this fuel category was not well established, either as a winter fuel category, or a convenience fuel category. This was despite having as potential shoppers, fairly affluent 30-55 couples, who are weekend and social users of stoves and open fires and crucially who are used to purchasing bulky items from garden centres. Firemagic is therefore an exciting opportunity for garden centres to add a new category to their retail offer – convenience fuels for winter consumption - boosting the traditionally less profitable months between Christmas and the onset of Spring.”
Bord Na Mona, which describes itself as a “a diverse and innovative resource management company” has established its UK reputation in horticulture, and environment products, and the launch of the Firemagic range represents its first UK move into fuels. In Ireland it is already a significant player in horticulture, fuels, renewables, environmental, resource recovery and sustainability and Bord Na Mona’s vision, underscored by its Contract with Nature drives objectives including carbon management and sustainable energy generation.
GCU AUGUST/SEPTEMBER 2011 11
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