RANGE REVIEW: GARDEN CARE
HELPING YOUR CUSTOMERS TO KEEP GROWING
Evergreen Garden Care has launched a number of new products and initiatives, aimed at reducing waste and being kinder to the environment and going peat-free.
A
iming to reduce
single-
use packaging, Evergreen Garden Care is driving innovation for
reuse and refill concepts within the gardening industry - launching two industry-first refill stations across the UK.
The first refill station launched in May in the Rivendell Garden Centre in Notcutts, Warrington allows consumers straight
to purchase Tomorite from the machine. First-
time users can purchase a 1L bottle of Tomorite (£5.49) or an empty 1L Tomorite bottle for life (£1). Once the first bottle is purchased, consumers thereafter are encouraged to re-use it, allowing them to only pay for the liquid refill (£3.99). These returning customers will not only be reducing packaging but also benefiting from savings of £1 each time they opt for the refill station instead of the on-shelf pack. The second station launched on 18th May at the British Garden Centre Groups PlayHatch store near Reading and focuses on Miracle- Gro grass seed and granular plant food. The stand allows consumers to purchase as much grass seed (99p per 100G) or controlled release plant food (67p per 100g) as they need – again, allowing consumers to save money by only purchasing what they intend to use. Contrary to the Tomorite station where a Tomorite- specific bottle is required, this station will allow users the options to either purchase a Miracle-Gro
jar for life (£1.25), use a free paper bag, or bring their own preferred container to fill.
Kinder to nature Clear product offering To
respond consumer to demand
growing for
greener gardening, as well as maintaining its commitment to more sustainable and natural solutions, Evergreen Garden Care (EGC) is extending its product offering across the recently launched Clear range. This recently launched range, effectively targets a variety of pest and disease issues in the home and garden, in ways that are kinder to nature. Evergreen Garden Care’s
Clear, is exclusively developed by scientists at Evergreen Garden Care and is made mainly from plant- based ingredients and certified by OF&G (Organic Farmers & Growers). It includes seven sub- categories: RoseClear, FungusClear, BugClear,
SlugClear,
MothClear and AntClear, which work to solve a range of problems in the garden and home. Following the range’s success this
year - including the FlyClear Wasp & Fly Killer winning the ‘Home & Kitchen Product of the Year’ 2022 DIY Week Award - the range has been extended, with the AntClear two-pack now added, giving more options to EGC customers. The range now also includes the new BugClear Fruit & Veg Spray, protecting fruit, vegetables & flowers from a variety
of pests including greenflies, red spider mites and more, with effects
seen
within a day. An improved BugClear Ultra 2 has also been developed to include protection against box tree caterpillars and lily beetles.
The main goal of expanding
on Evergreen Garden
Care’s Clear product offering is to encourage gardeners to effectively and safely treat their pest and disease issues in a more considerate and environmentally friendly way.
FlyClear,
Miracle-Gro - enhancing life in every green space Miracle-Gro has a long history of delivering the best gardening products
for consumers and is
highly recognised – and now the brand is driving to become the most loved brand in the gardening category through building emotional appeal and connection. The
campaign that launched this year saw success though its revolutionised, emotionally-driven creative, over the more commonly- seen functional and product-led campaigns in the category. The £6 million campaign investment
in
for gardening, the importance of plant care and celebrating every green space.
As part of this investment to make Miracle-Gro the most recognised brand
and synonymous with
gardening, Evergreen Garden Care (EGC) has updated the Miracle-Gro liquid plant food bottle colours, which means the all yellow range now looks coherent and dominates the shelf. The re-design will help drive brand stand-out on-shelf to help customers more easily recognise the pack and identify the brand - all in a bid to continue to position Miracle-Gro as the number one plant food.
Makeing steps in becoming peat-free Evergreen Garden Care (EGC) is extending its position as the most comprehensive and high-quality peat-free range on the market by launching the Levington John Innes Peat-Free Range, completing its
across both Miracle-Gro and Levington.
2022 has been
committed to support Miracle- Gro as the most loved brand in the category. It already has a proud history of delivering the best products for consumers, and is highly recognised, so ‘Keep Growing’ intends to secure higher brand recognition (currently at 73%) and increase share of voice. This will be done by focusing on three core entities: feeding the love
26 DIY WEEK JULY 2022
EGC is continuing its peat-free journey as part of its sustainability efforts through a £7 million injection into peat free production. This is a step to reach its target of making major brands Miracle- Gro and Levington 100% peat-free within the next few years. This target is set to be achieved ahead of government regulation, and EGC continues to set the industry standard, both through product
action and financial
investment, but also through leading in education and discussion.
• For more information on all these products and campaigns, please visit
www.lovethegarden.com.
www.diyweek.net
entirely peat-free portfolio
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