grow your own


‘Grow your own is enjoying its moment in the sun’


The grow your own market is helping garden centres engage with a younger generation of gardeners, but there are opportunities to grow even further, category experts reveal


Distinctive in-store promotions and events, such as those held by Franchi Seeds of Italy 1783, stick in the mind of customers


being seen more and more as a top end stand- alone range.” Burgon & Ball managing director Heather


Culpan comments: “In recent years our ‘grow your own’ ranges have seen strong growth - no pun intended! We believe this resurgence in interest has been influenced by several factors, including: growing food is a fun and educational family activity; it yields healthy food with a known provenance; plus, of course, it’s hugely satisfying to cook and serve your own produce.” Heather continues: “Another driver, certainly


among younger gardeners, possibly trying grow your own for the first time, is the online influence of social media and blogs. Hugely popular bloggers, vloggers, and Instagrammers are sharing their triumphs and failures at the allotment, and the aspiration of ‘plot to plate’ food is inspiring younger growers to pick up their dibbers and tampers, and get involved too.” Durston Garden Products director Dan


he ‘grow your own’ (GYO) market has enjoyed increased consumer attention in recent years. While it has always been a staple of garden centre retailing, younger customers are increasingly engaged in issues of provenance and intrigued by new media influencers to give growing their own a go. Franchi Seeds of Italy 1783 director Paolo


T


Arrigo believes the company has enjoyed success with a dedicated approach to the market. “Franchi are unique in the seed marketplace as we specialise in regional varieties and from seed to plate - and avoid selling spades, wellies and other related horticultural equipment where competition is high, quality can be poor, margins are slim and they can be distractions to the core business,” he says. “We concentrate on what we really know well, which is Italy, from seed to plate. That means


14 | www.gardencentreupdate.com


regional seeds, preserving equipment and ingredients. We have a steady business but after some good marketing last year, consistent high quality and the fact that we are not in every single garden centre, we are reaping the benefits


Durston believes that the growing media market has also enjoyed attention from GYO customers – and that includes an understanding of what products best match their needs. He says: “Consumers are a lot more savvy now about the different types of soil required to grow certain foods and plants, which means suppliers need to be able to offer a much wider


10 years ago no one looked at labels on food. Now you don't buy anything without looking at the ingredients


of that hard work this season, with a record January in both mail order and wholesale. “The fact that our varieties, which are tested and perform, are unique and also that we are not in every single garden centre like the same old brands, also gives us that exclusive edge and where Franchi used to be seen as a complement to a domestic range, we are


variety of composts, in addition to the standard Multi-Purpose.


“That said, it’s not as simple as putting a standard mix into different bags and labelling them accordingly, it’s far more scientific than that and all about knowing your product and market. Reputation after all, is what you will be judged on at the end of the day.”


GCU March 2018


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24