THE PEAT PERSPECTIVE
purchase from consumers.” PP: “Non-peat materials are usually more expensive. And currently there is not enough non-peat material of sufficient quality available to move to a peat-free world. Therefore, consumers, suppliers and retailers must all be prepared in the future for peat-free products to be more expensive than traditional peat-based products.”
Q
Do you think that peat free products can work
as well as peat-based? SH: “In certain areas peat-free outperforms peat based or at least equals it i.e. soil improving, tubs & baskets, trees and shrubs. These are the types of products that Which Gardening? pronounced to be ‘best buys’ ahead of peat-based equivalents. However more work does still need to be done by the peat-free producers on propagation products and also for the commercial markets. In professional growing, peat-free does have some advantages over peat-based in terms of freedom from weeds and liverwort on the surface of the growing media in the pot, but when timing is so critical as it is with bedding plants, then commercial growers have to have a cast iron guarantee of precise results. The peat-free providers need to raise their game to meet that requirement.” PP: “Yes. In fact, we have run numerous trials at our research facilities across the globe that validate our new Miracle-Gro Expand ‘n Gro Enriched Compost, which is peat free, works just as well as the UK’s category leading Miracle-Gro Moisture Control Compost.*”
Q
How can retailers win the confidence of
gardeners in this category? SH: “The only way to win confidence is to be sure that the product they take on works. Some retailers buy simply awful peat- free products. Worse still they know they are awful and sometimes will not even test alternatives because the manufacturer has met a price. Retailers must sell products they know will work even if they have to pay a little more initially.” PP: “Confidence will only diminish if the products do not perform to consumers’ expectations. Retailers can retain the confidence of consumers by transitioning into products that continue to look, feel
and perform at the same level as they always have.” CP: “As an industry we need to make it easy for consumers to find something that works for them and get them to have success with it. We also need to bring more clarity to the consumer and should be better promoting the other benefits of peat free, such as improved water retention.”
Q
What do you feel about the idea of peat-reduced
products? A good middle ground to change opinion or simply complicating the offer? SH: “We have to go down a route of peat-reduced alongside peat- free. There isn’t enough raw material to make the switch fully today and peat-reduced allows the manufacturers to free themselves from peat dependence more slowly. The Government’s Task Force sees interim targets before 2020 as a good way of moving towards a complete ban and the only way to achieve that is by embracing peat- reduced.” IR: “Education levels on the issues of peat remain poor within the wider public and this is not helped by the mixed messages that are being sent out by suppliers. Some are fully embracing the sale of peat-free, others are promoting peat reduction while others are selling peat reduction but focusing customers on value added. Very few are clear to the consumer on what the peat reduction in each pack actually is. Added to this, as an industry we are not strongly supporting or backing the cause, normally being left to individuals to promote in store at a very local level. Without industry-wide backing and support we are very reliant on suppliers producing the products we require whilst remaining compliant with the governments somewhat challenging peat reduction targets. If we are to support our suppliers in developing these new products and gaining a return for the considerable investment already made there must be some onus on retailers to help promote the message on peat free & educating the public.” PP: “For reasons of material availability, quality and price, an immediate move to peat-free is not possible. So, to make meaningful progress, peat-reduced formulae are essential. Indeed, our industry has made tremendous progress through this approach. The
important thing is to ensure all suppliers are bound by the same peat-reduction targets and that this progress is rigorously audited and enforced.”
Q
What do you think of the idea of having an
industry-wide performance benchmark for all compost, within which ‘peat free’ could reassure retailers and consumers, and help suppliers develop and improve sustainable products? SH: “It’s a great idea. Putting it bluntly there are some rubbish compost products out there and everyone involved needs to be reassured that that does not continue.” PP: “Benchmarking performance does not exist among products today, as consumers have a fair choice of the products they choose that they believe will perform the best for the garden task. This should not change in the future. Reassurance will be established after product use and judged by the consumer. Therefore, we must make sure along every step of the way that the transition to peat-free is seamless to the consumer. As long as performance meets the same consumer expectation with peat-free products, consumers will not care if it is peat-free or not.” CP: “Anything that can make things clearer for shoppers is a good thing in my opinion.”
Q
Are there any opportunities to get
consumers trading up or buying better products? SH: “I think so but there is an ongoing mentality that price is king. Not that it is not an important consideration, but all of us gardeners want first and foremost a product that works and if we have to pay a bit more for it so be it.” PP: “Absolutely. Consumers are constantly trading up to better performing products and fit for purpose products today. Three years ago, as reported by GfK, own label growing media product value represented 62 per cent of the market and branded products represented 38 per cent*. After 2011, the ratio is 51 per cent own label, 49 per cent branded*. Even in tough economic times, consumer will choose products that they know, trust and know will perform. It is evident that they are also willing pay to a bit more for that reassurance in their purchase.”
Steve Harper is the MD of Vital Earth, which specialises in sustainable growing media
Ian Richardson, MD of Garsons garden centre, provides the all-important retailer viewpoint
Paula Parker is the head of UK marketing at garden care giant The Scotts Miracle-Gro Company
Carol Paris is operations director at the Garden & Leisure Group, as well as president of the Horticultural Trades Association.
DIYRetailer.co.uk | Garden & Hardware News | 27
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