Bord na Móna launches new 'single brand strategy' at Glee
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Following its recognition as Best Buy by consumer ratings magazine, Which? Gardening in the raising young plants category, Bord na Móna UK launched a completely new peat to peat-free range at Glee 2015 all under the Bord na Móna Growise brand.
With raising young plants traditionally the most challenging area for peat-reduced and peat-free growing media, the consumer acknowledgement of excellence which outstrips all types of alternative growing media in this sector has prompted the move.
 The new Bord na Móna Growise brand, which benefits from bright, freshly designed colour coded packaging, encapsulates the company’s single-minded commitment to best in class consumer satisfaction. Its range of growing media and soil improvers offers the perfect combination of peat-free and peat-reduced, including specialist blends, all from one reliable source.
The single brand strategy will be delivered with the full backing of the massive resources, technological innovation and marketing support of the premier global supplier in this category, combined with the tight knit and fleet of foot accessibility of the UK sales team.
Head of Consumer in the UK, Charles Farmer said: “A single -minded and well supported proposition like this, backed wholeheartedly and delivered with absolute efficiency on the ground adds up to a great opportunity for UK garden retailers of all sizes and profiles.” With the Bord na Móna winter and summer fuels range available through the same channel, this adds up to a raft of benefits from a company that can really deliver growth.
The Bord na Móna Growise brand will cover all the peat-based and peat-free growing media and soil improver bases. The new range includes peat-based and peat-free multipurpose growing media and peat-free Chelsea Mix as well as specialist blends such as ericaceous, sowing and cutting, rose, tree and shrub and tub and basket as well as a John Innes range, a grow your own collection and a selection of peat-free soil improvers.
The launch benefits from a new catalogue, a new website and a full trade and consumer promotional programme with multi-buy promotions across all Bord na Móna’s core horticultural products throughout the season.
Charles Farmer continued: “The Which? recognition has been great news for us, acknowledging as it does our superiority in terms of quality and consistency across the peat to peat-free spectrum from a consumer point of view.
"Add to that our reputation for reliability of supply for retailers and we are confident that the new Bord na Móna Growise range ticks all the boxes for consumer and retailers. Our mission is to ensure the consumer can buy the very best performing product whatever the task in hand and whatever their preference in terms of peat and peat-free.”
Bord na Móna UK trades peat–reduced and peat-free growing media and soil improvers through garden centres nationally and is the largest own brand supplier of compost and bark in the UK. It is part of the Bord na Móna plc, which specialises in eco-fuels, growing media, recycling, resource recovery and renewable energy.
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