Evergreen Garden Care unveiled its new Miracle-Gro Performance Organics range at Glee yesterday, promising all the benefits of its synthetic products but organically for the first time
“Gardeners will no longer have to sacrifice efficacy and performance when using sustainable gardening products thanks to Miracle-Gro’s new breakthrough organic range,” said the launch statement.
The new range follows painstaking research into consumer attitudes towards sustainability and the environment and targets gardeners who are increasingly concerned about the environmental impact and sustainability of the products they use.
Historically, the company says, natural and organic products have been unable to deliver the same performance and efficacy as conventional products, and despite consumers wanting to use more organic products, they haven’t been willing to compromise on results.
Miracle-Gro® Performance Organics, which covers all growing categories, compost, plant food and lawns, has been developed to help gardeners grow in a sustainable way without having to compromise on results.
Focusing on scientifically blending the most appropriate materials rather than simply adding fertilisers and bio-stimulants, more than 40 different natural and organic materials were tested and used on more than 1,000 plants to create the unique perfect blend in the new range.
In comparison to many organic fertilisers, which slowly release nutrients over a long period of time, the Performance Organics® blend provides maximum nutrient release in the right form at the optimum time for plant uptake – providing visible results within the first seven days. Thanks to this new innovative formula, less product is also required to achieve visible results.
Miracle-Gro Performance Organics bottles and lids are made from 100% recycled plastic and are recyclable, the compost bags are made from 30% recycled plastic and the lawn food bag is made from 40% plant material.
A multi-platform marketing campaign including digital, new POS and TV will support the launch.
