DCA
Q & A WITH… PAUL PATES OF GREENREGIS PART OF MR FOTHERGILL’S SEEDS
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Q. WHAT WAS THE THINKING BEHIND SETTING UP GREENREGIS? A. Te main Mr Fothergill’s business is focused on the production and supply of packet seed to home gardeners, across retail, in various export markets and direct to consumer.
However, 60 per cent of D2C sales are non-seed, with Woolmans (ornamental brand) not selling seed at all. Te D2C part of the business has always operated as a stand-alone division, with separate staffing, warehousing and CRM system. Setting up Greenregis, allows us to focus on other products, channels and set-up new brands, unconnected with the core seed business. It also allows the main business to fully focus on its seed expertise.
With his interest in horticulture nurtured during his time at Flying Brands and latterly at S E Marshalls, it was a natural progression for Paul Pates to head up direct marketing at Mr Fothergill’s Seeds when he joined them back in 2013. He is now MD of its new subsidiary, Greenregis, which was established in July 2021.
Q. HOW HAS THE PANDEMIC AFFECTED BUSINESS? A. During lockdown we saw a huge spike in seed and plant sales, as people turned to gardening in their enforced leisure time. We found younger people becoming interested too which is good to see. Being outside, gardening and growing your own really does nourish the mind as well as the body. In 2020 we saw weekly sales matching those of entire months’ worth, and at one stage during April 2020 we had to turn off our website for a week, to cope with a huge influx of orders by phone and email. Packing and dispatching orders was difficult due to the need for social distancing. We operated a 3-shift pattern, enabling working 24 hours a day during the peak. We did experience some products becoming out of stock, especially hardware items, as Brexit and the Lockdown caused huge supply chain issues. In addition, our seed stocks were in high demand and that’s something you can’t just grow more of overnight! We have commitments with our growers to produce
homeofdirectcommerce.com | Direct Commerce
CLAIRE HART, ASSOCIATE CONTRIBUTOR, DIRECT COMMERCE MAGAZINE
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