There’s a seismic shift taking place that’s shaking-up established categories in garden retail. Where packs of chemical fertilisers and soil improvers once dominated, retail managers are tailoring their offering to cater for a new generation of gardeners who will only grow flowers, fruit and vegetables organically – and take time to track down products with genuinely green credentials.
Much of the growth in the sustainable gardening sector has come from the upwards march of grow-your-own. It’s estimated that more than 90,000 Brits remain on allotment waiting lists, with more than half of the population dabbling at kitchen gardening at home. The biggest revolution, however, is being driven by growth in the number of vegans.
It is estimated that there are now 3.5million vegans in the UK (*Comparethemarket, 2018). Similarly, a report in The Guardian last year found that one in eight of the population now identifies as vegan or vegetarian. According to The Vegan Society, in 2018, the UK launched more vegan products than any other nation.
The growth in veganism has huge implications for garden retail. Traditionally, gardeners have relied on products such as blood, fish and bone – as well as synthetic fertilisers – to boost nutrient levels in flower borders and veg plots. But with vegans cutting all animal-based products out of purchasing decisions, and growing demand for natural, organic solutions, a new generation of eco-friendly products that are free from animal derivatives and chemicals are driving change.
A rapidly expanding brand
At the forefront of this revolution is Natural Grower, a new and rapidly expanding brand with a growing list of stockists. Natural Grower products are approved by The Soil Association, Organic Farmers and Growers, and The Vegan Society, so both novice and experienced gardeners can harness the benefits with full confidence that the fertilisers are truly organic as well as being free from animal by-products.
Owner of Natural Grower, Charlotte Beaty, points out that consumers are looking for “effective, organic and vegan-friendly fertiliser solutions”. She explains: “Vegan gardening is the growing movement of the moment. Organic gardening has steadily grown over the last few years, and more people are now looking to grow veganically. Most organic fertilisers or soil conditioners have animal by-products in them, so vegan growers have been delighted to finally have a nutrient-rich product to use to grow their fruit and vegetables”.
New to market this year, Natural Grower is reporting strong demand from buyers for both of its products, which are 100% earthworm-friendly and ideally positioned to help retailers expand sales in the fast-growing organic and vegan sales categories. The first, Natural Liquid Fertiliser, is supplied concentrated. Once diluted, it can be poured around the base of border or container plants – adding nutrients precisely where they’re needed with no waste – so the goodness is rapidly absorbed by root systems as a potent nutrient boost.
The second product, Natural Soil Conditioner, is an innovative mulch that’s designed to be dug into garden soil prior to planting. Because it’s rich in nitrogen, phosphorous, potassium and trace elements, the goodness is gradually broken down by soil-borne organisms, making Natural Soil Conditioner the ultimate eco-friendly long-term slow-release fertiliser.
Deep-rooted environmental commitment
So how did it all begin? The story that brought Natural Grower to market is an inspirational tale that underpins the brand’s deep-rooted environmentally friendly ethos and commitment to bringing new vegan fertilisers to market. Natural Grower’s owners, Charlotte and Richard Beaty, come from a family that has farmed at Nevil Holt in Market Harborough, Leicestershire, for over 50 years.
Formerly a dairy unit before diversifying into arable, in 2014 the business invested in an anaerobic digester, a smart piece of technology that uses naturally occurring bacteria to break down maize without the use of chemicals. While the resulting biogas goes into a power unit that converts it into electricity to supply the National Grid, providing renewable energy for 1,000 homes each year, the process also produces a by-product called digestate, the magic ingredient behind the Natural Grower brand.
Digestate is fed into a separator to produce a liquid fertiliser and a mulch. This free-from-animal-matter fertiliser was used on the family’s farm to replace chemical fertilisers, with outstanding results witnessed in farm crops, as well as in garden vegetables and plants. While the nutrient rich liquid fertiliser and mulch is spread on the farm’s fields to grow the next crop of maize, extending its use by launching into the consumer market was a natural progression for the business, as it looked to fill a gap in the market for vegan-approved fertiliser. Crucially, Natural Grower is safe to use in gardens that are home to children, without posing any risk to pets or wildlife – a key demand of modern consumers.
Helping retailers to grow sales
The benefits of Natural Grower can now be harnessed by domestic gardeners, via a rapidly expanding network of stockists. Launched in February 2019, Natural Grower already has 15 stockists across the UK, and the list is set to grow.
Natural Grower fertiliser is attractively packaged to boost sales and competitively priced to help retail managers grow sales of organic plant food and soil improvers. A 2-litre bottle of Natural Liquid Fertiliser costs £12.99 with a 10-litre liquid bottle carrying an RRP of £34.99. The 16-litre tub of Natural Soil Conditioner is priced at £17.99.
To meet consumer demand, Natural Grower has just added a selection of eco-friendly accessories to its portfolio. The Green Pockets, The Green Bag and The Green Pot offer consumers an environmentally friendly way of growing and displaying flowers, herbs vegetables and fruit – while these strong, reusable containers are perfect for patios and balconies as well as traditional gardens.
Retailers can find out more about Natural Grower by visiting stand 7J82 at Glee, the industry’s showcase exhibition, which takes place at Birmingham’s National Exhibition Centre from 10th – 12th September. Buyers are encouraged to view this innovative new brand at Glee, while sampling organic British wine that will be served on the stand!
For more information about Natural Grower and how it can help retailers to expand fertiliser category sales, visit the website at www.naturalgrower.co.uk
