SBM says the strategy reflects the approach it will take in the market over the coming years, encompassing "significant changes and trends taking place in the garden care sector" and aims to provide gardeners "with effective and trusted product solutions that are well balanced and ‘In Tune with Nature’".
SBM Life Science UK head Darren Brown said there is a long-term investment strategy for the French-based family-owned company to become a world leader in its category and there will be investment in the UK market to bring new synthetics and natural controls to gardeners.
He said natural were less than 10% of the market but would grow, though not as much as in France, where synthetics are being banned by 2019 and SMB is market leader in naturals. Brown said the UK market was still "vastly" towards synthetics and that the UK Chemicals Regulation Division is "more pragmatic and driven by science" and prepared to work with industry if it invests in studies and science.
SBM will be at Glee in September with new products and more on tis new strategy. It will not lose famous brands such as BabyBio and Phostrogen which give it market leaders in some categories and an estimated £20m plus turnover but will introduce new brands in the future to replace the Bayer Garden name.
SBM says: "In an increasingly restrictive regulatory landscape, companies in this sector are constantly obliged to redefine their offer. More than ever, organisations must question, re-adapt and reinvent themselves to ensure customer needs continue to be met. SBM is investing for long term success, developing its teams and industrial global footprint, expanding its product lines and powering up its brands. Crucially for the industry, it is investing into real R&D to introduce much needed product innovations that are effective and respectful of humankind and the environment.
"UK customers and stakeholders will see the emergence of the New Time, New Way strategy at Glee this year; it will be SBM Life Science’s first full appearance at the event."
Brown added: "In the UK, we have been extremely busy during the last seven months, establishing the foundations of a business that will provide a platform for growth to meet the exciting expectations of the new company.
"We will now go on to build on the strong assets of the business (Baby Bio, Phostrogen, Toprose and Provado), continue to develop our people, expand our portfolio and introduce new brands and innovations. But most importantly, we will forge even closer partnerships with our key customers and actively support the welfare of the wider industry.