on the board
‘Become an expert in your chosen field’
How did you get to where you are today? I started in financial services followed by a period in manufacturing and arrived in the seed industry nearly twenty years ago. Throughout I have worked hard to improve my knowledge of the products and the marketplace and sharpen my skills through study and training, including completing an MBA in Marketing & Finance from the Aston Business School.
Tell us a bit about DLF and Johnsons Lawn Seed.
DLF is a Danish cooperative and the world’s largest grass seed company. With one in ten of my colleagues employed in research and development, the aim is to always be at the forefront of grass technology. DLF seed is used throughout the UK and the world, including in leading sporting venues. Johnsons Lawn Seed - the brand UK consumers are more familiar with - benefits from the same pedigree using the latest varieties in its mixtures.
What’s your working week like? Incredibly varied. One day I could be speaking with a consumer about their lawn, the next I could be exhibiting at an exhibition or trade show within the UK or Europe. My job covers many areas, but the core of what I do also includes visiting customers, range reviews, forecasting, planning and working on product development.
What’s the one thing you couldn’t do your job without?
My colleagues, for their support, innovation and inspiration. That and a stable broadband
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connection. I try to take neither of them for granted - and pray that the two never stop working at the same time!
What’s keeping you busy at the moment? Planning for 2016 – particularly making sure new packaging and products are in place for when the spring season starts. I’m also looking ahead at marketing and advertising opportunities to ensure our new Turfline product hits peak sales before, during and after Euro 2016.
What are the plans for the next 12 months? Having just had a rebrand, DLF will continue to evolve rapidly, and as a result there are a number of exciting projects to put in place for the UK market within the next 18 months. Product development is a continuous process so I am planning new and exciting products for 2017 and beyond.
What do you do to relax?
Spending time with my family, cross country running, walking and cocktails - ideally all of these combined!
What are the most rewarding aspects of your job?
Supplying lawn seed to millions of gardeners every year would mean nothing if it wasn’t for the positive feedback we get from consumers. We receive a great deal of correspondence complimenting us on our products, which I always enjoy sharing with my colleagues. In a practical sense it also helps with research and development into new products and mixtures. I get great pleasure from seeing new products
DLF has invested in new formulas, but also new packaging to ensure it communicates its message to consumers
DLF TrifoliumUK consumer manager Guy Jenkins expects exciting times for the grass seed company, and believes you can learn a lot by listening to others
come to market. Our products are years in the making so to finally see them hit the shelves is incredibly rewarding.
And the most challenging?
The weather! The seasonality of the lawn seed market means we have to be ready to go from February to May. Fortunately, the planning usually works and customers receive a seamless service – despite the hectic scenes in our warehouses and offices!
What’s the biggest issue facing the garden centre industry?
Competition from generalist retailers makes things especially challenging, however successful garden centres can continue to compete by emphasising their difference and expertise to enhance the shopping experience beyond a simple transaction.
Name one change you would make to the industry.
I would like to see an improvement in the planning process and related laws allowing garden centres to expand more easily. The whole supply chain will continue to suffer if retailers are kept from expanding.
What advice would you give to someone starting out in the trade?
Become an expert in your chosen field. You don’t have to go on expensive training courses – there’s a great deal of knowledge and capability out there that can be applied to further your career, some of which can be obtained from just listening to others.
GCU November 2015
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