The team at The Real Soil Company issued a call to action to retailers to visit its stand at Glee (stand 6G60) to find out more about what sets its all-new premium organic topsoil – SuperSoil - apart from other topsoils on the market.
The response has since far exceeded expectations, with a number of UK garden centres registering their interest. For those yet to experience the ‘Super Soil difference’ let the team explain more!
Not all topsoils are created equal
Topsoil forms a huge part of growing media sales every year but very few topsoils deliver when it comes to organic matter or environmental protection, according to the creators of the new organic topsoil, The Real Soil Company.
“Consumers know that they need topsoil and are aware of its role in gardening projects. However, what they may not be very informed about is the production of most topsoils and why much of what they are buying will do little to boost their plant or crop growth, whilst in fact, also doing very little to ‘protect the planet’ in these environmentally conscious times”, said Simon Hedley, Managing Director of Boughton Loam Ltd, which is responsible for bringing SuperSoil from The Real Soil Company to market.
Do you know what is in your topsoil?
Topsoil can be best divided into three quality grades – premium, general-purpose and economy, however, the quality is not always clearly defined on the packaging, which means consumers are often buying a product that is not fit for purpose and, unfortunately, there are no industry standards for topsoil health when it comes to quality.
Very few people know that topsoil has a weight conversion ratio of on average 1.2 tonnes per cubic metre. What this means is a typical bag of “topsoil” purchased from a garden centre or DIY retailer purporting to contain more than 25 litres of product is not going to contain topsoil. Instead, it will have a high sand content and will include wood fibre, peat and other environmentally damaging products. These elements not only lead to consumer disappointment regarding quality, results and value for money, but just as importantly they will impact the overall long-term health of soil and the surrounding environment. Plastic, and even glass from green waste sources, can complete the overall composition, which can prove even more harmful to both man and beast.
Simon adds: “On a good day, many of the best-selling topsoils are little more than 80% sand and 20% compost; a combination which offers little additional nutritional and buffering value for plants and will lack body, so plants will also not receive the necessary support for optimum growth.”
On display at Glee will be topsoil samples where retailers can see and feel the difference between a range of topsoils currently available on the market today, including SuperSoil – perhaps representing one of the first-time retailers have been able to physically see and compare what is being offered inside the bag.
Backed by a strong brand identity
Recognising that a great product needs a strong brand identity, the team at The Real Soil Company has also created a standout look, moving away from the traditional packaging that has shaped the topsoil market for too long. Bright multi-coloured illustrations draw the eye from across the shop floor whilst also clearly informing consumers of the product’s uses and environmental credentials, helping them to make quick informed and confident buying decisions. All packaging is on display at The Real Soil stand (6G60).
About SuperSoil from The Real Soil Company
The team at The Real Soil Company are on a mission to bring premium topsoil to the UK garden retail market. SuperSoil is suitable for organic and veganic gardeners, its raw materials are ethically sourced, and the super-charged additions are natural and organic single-sourced plant-derived, supported by complete material traceability. Together all these elements make for a natural topsoil that exceeds the environmental, physical and nutritional standards that is currently specified in the industry standard, BS3882.
Become a SuperSoil retailer
SuperSoil is already stocked in two of the three biggest garden centre chains, with a host of independent garden retailers securing stock of this premium topsoil offering ahead of the 2022 season. Interested parties are invited to join the Real Soil Company team on stand at Glee 2021 (stand 6G60).
You can also learn more about the product, its ethos and the in-depth independent testing that takes place to ensure SuperSoil is best in class by visiting www.therealsoilcompany.co.uk
