plants, seeds and bulbs


‘Encourage more budding gardeners to get growing from seed’


Knowledge, advice, and inspiring new entrants to the category are all key parts of the mix in retailing plants, seeds and bulbs


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traditional heartland for garden centre retail, plants, seeds and bulbs have enjoyed strong performances through 2017.


Thompson & Morgan head of B2B sales Joseph Cordy comments: “Generally we’re seeing strong sales; it’s been a good year across the industry as a whole and the quality, breadth and innovative nature of what we offer means that Thompson & Morgan has been part of that strong year.” He adds: “The horticulture sector as a whole continues to grow, driven by a variety of trends within the market place. However, the competition to have a share of that growth is strong amongst the manufacturers and suppliers. Key to Thompson & Morgan’s success in getting a share of that growth has been our continued focus on the quality of the products and the level of the service we give to our customers, in both the B2B and B2C divisions of our business.”


Joseph continues: “Some of the ongoing trends around grow your own, healthy eating and stay- at-home leisure activities still affect the market. However becoming increasingly important is innovation and offering new and different ranges, but not at the expense of quality.”


Marketing is an important part of the product mix, and Mr Fothergill’s announced earlier this year that it has become the preferred partner for licensed seed and seed gifting products for the Royal Horticultural Society. The company has worked with the RHS to offer a new seed range built on the reputation of the Society’s prestigious Award of Garden Merit. Mr Fothergill’s joint managing director David Carey says: “We are delighted to be working as the preferred seed partner of the RHS. The packaging and display that we have developed together will really lift this range in-store and will perfectly complement our existing offer. We are already working with the RHS to develop exciting product concepts for future release.” The company has also teamed up with celebrity gardener David Domoney for 2018, with the launch of David Domoney’s Get Growing seed range. Aimed at newcomers to grow-your-own, the collection includes 66 of the most popular vegetable varieties and 10 easy to


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use seed mats and tapes. Packet backs offer simple, jargon-free instructions and a QR code links to further ‘on the spot’ advice from David. In store, the stand-alone range is displayed A to Z, and includes smaller pea and bean packets more suited to smaller scale growing and beginner gardeners than traditional pea and bean packaging.


Mr Fothergill’s retail marketing manager Ian Cross comments: “Beginner gardeners can be overwhelmed when faced with the full Mr Fothergill’s retail range for the first time. The David Domoney Get Growing range offers tried and tested vegetable varieties, backed by a trusted face of gardening. Newcomers can now make a quick and informed buying decision from a honed offering that is just for them. We’re increasingly seeing targeted ranges hitting the right spot with consumers, and our retail customers are seeing stronger sales as a result.” David Domoney adds: “I am delighted to be working with the team at Mr Fothergill’s. Growing seeds is such great fun, and I want my range to encourage many more budding gardeners to get growing from seed. Whether garden experts or first-timers connecting with a plant, the moment seed germinates is a special experience that everyone should enjoy.” Giving customers advice to help them make the most of a seed offering helps a garden retailer stand out too.


“Major multiple and national retailers are getting more and more actively involved in the horticulture sector, given its continued growth and the value that they can see it adding to their businesses,” says Joseph.


“Garden centres need to give consumers a reason to buy their gardening products from them, rather than at a supermarket or high street retailer. For me, the key point of difference a garden centre can offer is an enhanced level of customer service, particularly focused on horticultural knowledge and expertise. I believe that it’s very worthwhile for garden centres to invest in training their staff on the products which they sell, and how to talk to customers about them.”


He adds: “I believe the outlook is very good; the sector will continue to grow and the


GCU November/December 2017


continued interest of the national multiple retailers will bring more people into the horticulture sector - and this is something garden centres should see as an opportunity, not a threat.


“We are about to launch our Easy Grow range of seeds. This is an exciting new range aimed at bringing new or lapsed gardeners into the sector with a range of seeds that is specially selected to be easy to grow and is offered at a great price. This range hits garden centres in January and we believe it will sit well alongside Thompson & Morgan’s already extensive, high quality, seed range, as it will appeal to a new range of customers, as well as our existing customer base, tapping as it does into the current ‘easy gardening’ trend.” With the right product mix and informative POS, garden centres can continue to do well out of the market.


The David Domoney Get Growing seed range from Mr Fothergill’s focuses on jargon-free advice to get first time growers engaged


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