the big interview In addition to stronger, bolder packaging,


Evergreen Garden Care’s fresh new approach to merchandising and point of sale is also designed to put gardening products back in prime retail areas in store and to appeal to a new younger consumer. “With so many brands all competing against each other some consumers are overwhelmed and confused by the vast choice available to them,” Mark says. “Our latest consumer research highlighted that our brand proposition has to be as simple and engaging as possible to appeal to the widest audience. To achieve this we have to constantly evaluate the way we are communicating to consumers and make sure we keep up with the latest trends and talk to them in a language that is both engaging and familiar.


“By harnessing botanical and horticultural trends and using a softer tone in all of our communication we are hoping to breathe new life and vibrancy into the category, appealing to a new group of consumer that has been notoriously difficult to attract in the past,” Mark continues. “We are committed to changing the perception customers have of fertiliser and chemical products by transforming the way we merchandise and communicate the key benefits of our products.”


According to Mark the new POS, which features huge picture frames positioned on bold botanically inspired backdrops of wallpaper, will invite customers to stop, investigate the products on display, feel inspired and ultimately make a purchase.


“We are also using a more familiar, softer


language such as lawn treatment, plant care, plant protection and garden control to appeal to an audience who are ultimately interested in products that will help them make their garden more beautiful. It’s all about caring, protecting, feeding and applying the finishing touches to the garden, not about applying chemicals.” Mark says that not only does Evergreen Garden Care have some of the most well known brands, it also has some of the most advanced research and development facilities in the UK, France and Australia. “Our team of highly qualified lawn and


garden specialists are continually working on the development of new technologies and our products are extensively tested in different soil and climatic conditions at trial sites to ensure that they are both safe to use and effective,” says Mark. “The result is a range of products built on leading technologies that do not compromise on the quality of the end result.”


As a result of this research and development, the company says it is constantly looking at new ways of improving its formulations and product offering.


“New for 2019 is an exciting development within our liquid plant food range that will make a significant difference to plant health and nutrition. All our Miracle-Gro liquids now contain a new bio-stimulant called Humifirst, creating a new superfood for plants which will


result in stimulating growth and yield, root formation and improved resistance to environmental stresses. Humifirst is an exceptionally rich organic material packed full of nutrients and is produced using Leonardite, a naturally occurring material that has been in existence for 350 million years and made up of decomposing plant material. Highly rich in Humic and Fulvic acids, our research has shown that Humifirst will help plants absorb up to 21% more phosphorous than unfed plants and that it will also significantly improve different soil types - for example, improving the water holding capacity in sandy soils and aeration in clay soils.”


And 2020 is looking even more significant for Evergreen Garden Care in terms of product development and continuing the success of its core brands. “We are excited about the future”,


concludes Mark. “2019 was a significant year for us as a company and it was also a major step change in terms of our strategic direction. Next year promises to be an even bigger year for us in terms of product innovation and development. Whilst I can’t share any details now lets just say that 2020 will be a milestone year in terms of the innovation we will bring to the market. We look forward to sharing more with our retailers later this year and we are confident that by continuing to work closely together we will make next year one of our most successful years yet.”


6 | www.gardencentreupdate.com


GCU June 2019


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