ferts and chems Driving sales in store


Fertilisers and chemicals are a core category for garden centres, and suppliers are continuing to support the market with new launches and advertising campaigns


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aring for plants and flowers is a key prerogative for any gardener, and suppliers of fertilisers and chemicals


are continuing to highlight educational messages, new products and supporting advertising campaigns to drive consumers into store. SBM Life Science group brand manager


Christina Bouzala believes garden centres can take advantage of improving consumer awareness of the benefits of feeds and fertilisers. She explains: “People who understand how


to care for their houseplants and recognise the value of feeding are likely to spend more, which is good news for garden centres. With this in mind, we’re using our social media platforms to show why and how to feed houseplants. We’re also giving consumers a new, exciting range of products that will help them keep their houseplants vibrant, bright and colourful. “Garden centres that want to capitalise on


this opportunity need to place houseplant food alongside the houseplants themselves in store to drive sales.” Baby Bio® has unveiled new additions to its


range, all aimed at rejuvenating the houseplant sector in garden centres, the brand says. Among the new products in the Baby Bio®


range for 2017 are Baby Bio® Orchid Feed & Mist, Baby Bio® Houseplant Compost, Baby Bio® Orchid Compost and Baby Bio® Pour & Feed Ready to Use. Baby Bio® Pour & Feed is designed for indoor


and conservatory plants, as well as outdoor plants in pots, containers and hanging baskets. It encourages vibrant blooms and bigger, greener leaves and it is enriched with seaweed, the company says. The brand’s Houseplant Compost is


specifically formulated for indoor plants, seedlings, pots, baskets and containers. Feeding plants for 4 months, Baby Bio® Houseplant Compost is free draining and has added essential nutrients for healthy flower, leaf and root growth, as well as being a peat reduced formulation. SBM is also highlighting that the early part of


the year is perfect for planting pots and hanging baskets for vibrant blooms throughout the spring and summer.


To get the rewarding results they are hoping for, consumers need to remember to feed their


12 | www.gardencentreupdate.com


plants, the brand adds. A little regular feeding will encourage strong, healthy roots, lush greenery and vibrant blooms. The team at SBM Life Science is encouraging retailers to help consumers get great results by highlighting the benefits of feeding. “The potting compost in the container has the nutrients plants need for the first few weeks but once it is exhausted, watering alone is not enough for colourful, long-lasting blooms,” Christina says. “Within our Baby Bio® and Phostrogen® ranges we have a solution for every type of gardener, whether they are happy to feed regularly or would prefer to keep things nice and simple with a slow release fertiliser.”


Amongst the new releases is Phostrogen® Slow Release Plant Food & Moisture Control. A 2-in-1 product, it feeds and waters plants, helping them produce big, vibrant blooms. Containing water storing crystals, it absorbs 400 times its own weight in water, reducing the need for watering by 75%. Lasting up to six months, it releases the water and feed as the plants need, saving gardeners time and energy.


Westland Horticulture is once again aiming to get its messages to consumers with TV advertising aimed at specific garden problems or benefits.


Among the products being supported are Resolva 24H Liquid Shots, with the product’s 30 second TV advert appearing across ITV, Channel 4 and Sky during programmes including the new series of Great British Bake Off, NCIS and Modern Families, and reaching over 29m consumers, Westland says. The advert aims to remind consumers that Resolva Liquid Shots offer an easy way to apply concentrated weedkiller. Pre-dosed with just the right amount for a 10L watering can, there’s no mess and no measuring, giving consumers peace of mind they are applying the right amount, Westland notes.


Resolva brand manager Daniela Constantine comments: “With a £1m TV advertising campaign, reaching over 29m viewers, customers will be actively seeking our products in your stores. Remember to stock up in time for the weekend.”


Westland has also pledged support for the Gro-Sure brand, with £1m set aside for a TV and


national press campaign throughout the spring.


The Be Sure with Gro-Sure® campaign has returned to TV screens with a series of 10 second TV adverts, supported by national advertising, the company explains, with an estimated 14m consumers reached. The adverts each feature different gardeners who are not sure how to achieve success in their gardens, with Gro-Sure products positioned to provide reassurance and a solution to their problems. There are two separate 10 second adverts to promote Gro- Sure® Smart Lawn Seed and Gro-Sure® Easy Containers Compost, with advertising running from late April until May 29, including key Bank Holiday weekends.


Gro-Sure senior marketing manager Jen Richardson adds: “Our research tells us that regardless of gardening experience, many of us are unsure how to get the best results. Gro- Sure® packets feature our ‘Grow with Certainty’ promise, meaning consumers are given reassurance they have picked the right product.”


GCU May 2017


SBM Life Science is reminding consumers of the benefits of feeding their plants – resulting in stronger growth and better blooms


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