industry news
Happy Compost range doubles in size for 2021
The Greener Gardening Company is doubling the size of its top-performing 100% peat-free Happy Compost range for 2021, to meet growing consumer demand for sustainable compost and eco-friendly soil improvers. Happy Compost delivered exceptional performance prior to the Covid-19 lockdown, with The Greener Gardening Company reporting an eight-fold increase in sales compared to 2019, with strong repeat orders. The innovative range, with its powerful brand identity, launched in 2019 to address rising consumer demand for 100% peat-free growing media that offers top performance. The initial
line-up included All Purpose Compost, Vegetable Compost; Rose, Tree & Shrub Compost, Soil Improver and a Tomato Planter. With demand outstripping supply, The Greener Gardening Company is bolstering its offering for 2021. New additions to the Happy range include Farmyard Manure, Enriched Top Soil, Lawn Soil, Mini Chip Bark, Composted Bark, Medium Chip Bark and Chunky Chip Bark. In addition to appealing to eco-conscious and vegan consumers, Happy Compost – which has been specifically designed to drive sales within the garden centre sector – is powering The Greener Gardening Company’s
to increase to 46% - with sales on track to be more than 50% peat-free in 2021. Staying true to its environmental
switch to sustainable growing media. Last year, peat-free accounted for less than 20% of the company’s overall sales, but this year it’s likely
responsibilities, Happy Compost is the company’s most eco-friendly range to date. Not only is its packaging recyclable, but it incorporates 30% recycled plastic in its bags, the highest amount currently achievable. The compost’s formulation, which was extensively trialled for more than two years prior to launch, outperformed all brand- leading peat-free compost.
Trading better than expected says BHETA members
Topline findings from The British Home Enhancement Trade Association (BHETA)’s latest member survey are that 83% of members report sales during lockdown as being ‘better than expected’, while 63% go as far as to say, ‘much better’. Remarkably more than three quarters of survey
respondents said that they expected to hit or exceed budget for 2020, despite the pandemic and the effects of the resulting recession. The comprehensive survey, published in full at the end of August, investigates the economic realities of the lockdown period from the impact on sales to the impact on business structure, strategy and future planning. Over 100 BHETA members responded to the questionnaire. Commenting on the findings, BHETA marketing manager, Steve Richardson said, “The pandemic and resulting lockdown has
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been a huge tragedy and the country is struggling with the resulting recession. However, the encouraging truth for many homewares’ suppliers is that a large proportion have been pleasantly surprised by a positive trading experience over the past few months, in particular those who could sell direct to the end consumer though their own websites, through ‘local’ retailers who stayed open, or quickly re-opened, or through retailers with good ecommerce sites. “One of the obvious outcomes of the lockdown has been an increased spend on home-related projects as furloughing, working from home and the limited alternative outlets for disposable income combined to focus attention on home improvement, home baking and gardening. BHETA’s most recent data suggests that these trends are continuing post-lockdown as new-
found skills and rediscovered enthusiasm for all things home and garden provide a positive legacy for the whole sector. BHETA will certainly be continuing to support its members in making certain they can access consumer demand by tailoring their sales strategies accordingly.”
GCU Autumn 2020
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