association comment GYO: Brexit and the latest consumer trends
Garden Industry Manufacturer’s Association (GIMA) members are seeing consumers reducing their use of plastics in the garden – one of the key trends in the GYO market
With Brexit uncertainty continuing to dominate the headlines, every sector beneath the garden industry umbrella is feeling the effects to some degree. In regards to Grow Your Own, GIMA members
supplying UK and international markets share their thoughts on how leaving the EU has affected trading in the GYO sector – as well as the latest insights on consumer trends. Dan Durston from Durston Garden Products is passionate about the longevity of the GYO market. He said: “As a British supplier we see Brexit as a huge opportunity to increase our sales by persuading retailers to switch supplier to a UK-based one earlier rather than later, and as a result of our recent marketing campaign our order book is going from strength to strength. But whatever the outcome of Brexit, I’m certain the British garden industry will continue to flourish. Gardening, and in particular the Grow-Your-Own market, will always be a popular past time.” Green Digit has gone from strength to strength since winning the GIMA Innovators Seed Corn Fund in 2016, and has been trading well since the Brexit announcement, with 65-
75% of its 100% UK-manufactured stock now exported to Europe. The Newcastle based start- up will continue to build publicity for its SeedCell and SingleCell products in 2018, aiming specifically at those looking to sow something for the first time, and a growing consumer base that are passionate about the issue of single use plastics.
Burgon & Ball has also noticed the increase in awareness of single use plastics. Head of design Nicola White-Reed said: “This year we are seeing our Essential Tools collection of planting and propagation must-haves selling extremely well. In particular, we have noticed an increased demand for our Paper Pot Maker. This is in part down to the significant reduction in RRP we’ve been able to achieve on this product. However, interest we’ve had from the consumer press has focused on ‘going plastic- free in the garden’, no doubt connected to the spotlight the Blue Planet TV series has thrown on the build-up of plastic in the environment.” Sipcam’s Lydia Grayston commented: “Our Ecofective products, which are all made from natural ingredients, are produced in the UK which has softened the effect of Brexit and
Record garden centre sales
of gift cards over Christmas The Horticultural Trades Association (HTA) has announced record sales of garden giſt cards over the festive period, which should encourage extra footfall for the coming season
Sales of National Garden Giſt Cards hit record levels over the Christmas period, which will help boost garden centre footfall in the coming season, the Horticultural Trades Association (HTA) has revealed. There are now £4.7m of unspent gift cards in circulation, with most set to be spent in garden centres soon at over 700 redeeming sites (pictured).
Garden centres can now sell, as well as redeem the cards, helping to drive footfall. Operationally the added benefit with the Garden Gift Card is that all the settlement is carried out electronically and you don’t have to pay in advance for gift card stock, which makes the cash flow much better for retailers than the paper schemes, the HTA says.
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www.gardencentreupdate.com
There are also developments on the paper voucher front with a new series of eight wallet designs available from February. These designs are taken from the winners of the national photography competition held at the end of last year. The images are described as the HTA’s ‘most inspiring set of images yet’, and because they have been submitted by customers the HTA is confident they will appeal. Also, it will be possible to order the designs that retailers want rather than a mixed selection. HTA director of operations Martin Simmons commented: “It is really encouraging to see the level of gift card sales over Christmas. We have some exciting plans for the gifting schemes in 2018, including supporting National Children’s Gardening Week (May 26 to June 3) and so look
input costs, and means our pricing remains competitive within this category. There is a definite shift away from conventional chemicals and pesticides, particularly important for consumers who are growing their own food and want to avoid chemical residue on their produce.”
According to The Patio Black Spot Removal Company, the key Spring/Summer 2018 trend will be for reusing and upcycling, something it expects to see grow significantly which would benefit sales of its hero product – which can also be used for cleaning old pots and planters. Peter Viner, design director of Design 4 Plastics, says consumers are still looking for innovative all in one growing solutions. He commented: “There are lots of people who would love to grow their own but don’t have a veg plot in their garden or a garden at all. Wherever there’s a downpipe, be it back yard, patio or front of house, products such as our Rainwater Terrace can enhance the environment and provide growing space for herbs, strawberries, peppers or seedlings.”
out for details about resources to promote this – and help drive families into store. “We will be using the schemes and their social
media channels to promote gardening generally and also repeating our national garden photography competition later in the year.” • To find out more about selling and accepting National Garden Gift Card and to read testimonials from garden centres visit
https://hta.org.uk/news/record-sales-of-gift- cards.html
GCU March 2018
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