Chapelwood for sale as Scotts focuses on core business

Scotts Miracle-Gro is selling its Chapelwood bird food brand.

Scotts' UK general manager, Sheila Hill
Scotts' UK general manager, Sheila Hill

Scotts' UK general manager Sheila Hill said the wild bird care market has become commoditised and prices are getting cheaper so it is difficult to make money out of it.

The £10m brand was bought from Solus in 2014.

Hill said Scotts wants to focus on its core garden care business.

This was a focus for Hill on taking over the lead role last year but she said at that time the company was aiming for a Chapelwood revamp, saying "we have a business half what it was, but this is the turning point". 

A Chapelwood spokeswoman said: "We are in advanced discussions with a buyer for the Chapelwood business, and in the meantime we will continue to support customers throughout the transition."

Smart Garden was rumoured to be the buyer at Glee, but the company could not comment on the speculation.

At Glee (Birmingham NEC 12-14 September), Scotts Miracle-Gro is hosting its largest ever stand in its third decade of attending Glee.

Visitors to the stand will be given the chance to watch a video on lawn care featuring product adverts for TV and press which date back as far as 1966. Celebrating 60 years of Evergreen, the video ends wth the latest product development being unveiled for 2017.  A second video showcases a range of TV adverts produced for the different products and brands across the years.


Scotts Miracle-Gro’s themes for 2017 include:

The young gardener who specifically uses pots and containers;

Edible gardening, with Miracle-Gro Gro-ables;

And the launch of Evergreen Super Seed Lawn Seed, which germinates in low temperatures.


Scotts general manager Sheila Hill said: "Glee is the highlight of our calendar and this year we will be bigger and better than ever. We will be launching a wide range of new and innovative products to the industry and showcasing our heritage and expertise.


"2017 is going to be a bumper year for us, and at Glee we have so much to shout about.  Come and see us to find out more."


The top five products to be launched at the show are:


Evergreen Super Seed Lawn Seed.

Pot Shots which contain pre-measured cones to feed plants and tomatoes in pots and containers for up to six months at a cost of £3.99 per pot.

Miracle-Gro Gro-ables Salad Mixes at £5.99/pouch.

Miracle-Gro Gro-ables herbs - basil, parsley and coriander.

Levington Essentials Range with Multi Purpose Compost, Pot & Containers Compost, Blended Manure and a Gro-Bag.

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