Garden Industry Marketing Board to promote 'Love the Plot You've Got' campaign to the trade at Glee

A campaign by the Garden Industry Marketing Board (GIMB) designed to tap into the 30 - 45s gardening market, is to be promoted to the trade at this year's Glee show.

Campaign logo
Campaign logo

The HTA-led campaign, which trade bodies have been working on for several months, aims to demystify and popularise gardening among consumers who currently see the pastime as hard work and primarily for older people.

Guerrilla and volunteer gardener group, the Edible Bus Stop company has designed a before and after installation for the GIMB stand (Hall 20 C49/B48) at Glee. It will provide inspiration and ideas for suppliers and retailers on how best to reach this age group, based on insight from consumer research groups. 

The campaign aims to support the needs of the whole UK gardening industry, with focus on the entire supply chain – from manufacturers to growers retailers.

A website with further information is currently live for those in the trade and members can download logos and brand guidelines. This section will soon include additional material including photography and PR tool kits for use in 2015. 

The consumer facing website is under construction with the expectation that it will be live in time for launch in January, with social media channels to launch also.

As well as blogs, videos and other information the website has a search function which shows where users can buy products nearby.

The Edible Bus Stop installation from Glee will also be enlarged and taken on a tour of the UK next year to help to show consumers of all ages and experience around the country how an outdoor space can be transformed with limited time, expertise and expense. 

Businesses from within the industry will have opportunities to become involved in the ‘Love the Plot You’ve Got’ road show before, during and after it appears in their locality.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Garden centre building: what's going up?

Garden centre building: what's going up?

After a lull in new builds, 2018 could see a slight resurgence in garden centres being erected.

Retail seed: crowded market for 2018

Retail seed: crowded market for 2018

Thompson & Morgan is refocusing on the garden centre seed market, hoping to win back business from Mr Fothergill's, which has expanded during T&M's long sale process.

Climbing roses

Climbing roses

Walls, trellises, pergolas and even trees can all be brightened up by these beautiful blooms, writes Miranda Kimberley.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Horticulture Week Top 100 GARDEN CENTRES

Our exclusive ranking of garden centre performance by annual turnover. 

Garden Centre Prices

Peter Seabrook

Inspiration and insight from travels around the horticultural world

Read more Peter Seabrook articles

Neville Stein

Business advice from Neville Stein, MD of business consultancy Ovation

Read latest articles