Local branding is key garden centre message says HTA

Growers and garden retailers have a golden opportunity to capitalise on the increasing interest in "local" by telling customers more about the local plants and products that they stock, the HTA's latest Consumer Insight study has found.

Research for the HTA from the Future Foundation shows that in 2009 74% of the population agreed that every effort should be made to prevent the disappearance of local and regional differences. This increasing interest is particularly felt by women and those in the 45-64 year old age group — core garden centre customers.

There has been strong growth in food halls and farmers markets in recent years and local produce plays an important role. The research shows that 50% of the population bought a local product in the last 12 months — a figure that increases to 62% among 55-64 year olds. Additional research shows that the appearance of plants is the key motivation to buy. However, when presented with 2 similar looking plants at similar price points the consumer is more likely to select the product  showing the Union Jack, county flag or other mark displaying local provenance.

HTA marketing director Andrew Maxted said, "There is no doubt that the power of local continues to grow and the garden industry should tell customers more about the local products that they sell. We would encourage growers and retailers to tell the story behind the local products — where they were grown, who grew them and badge them accordingly."


Subscribe to Horticulture Week for more news, more in-depth features and more technical and market info.

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

Tomorrow's tractors

Tomorrow's tractors

These machines have advanced rapidly over recent years but what does the future hold? Sally Drury looks ahead.

Climbing roses

Climbing roses

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

Pest & Disease Factsheet - Mealybugs

Pest & Disease Factsheet - Mealybugs

Vines, tomatoes and tropical plants are among those at risk.

Opinion... Shining a light on trading with Europe

Opinion... Shining a light on trading with Europe

Accurate figures are notoriously difficult to get at, but without doubt the UK imports a great deal of its ornamental plant requirement.

Opinion... Unbeatable delight of quality plants

Opinion... Unbeatable delight of quality plants

Viewing top-quality plants, both growing and on sale, always gives me pleasure.

Editorial ... More analysis and insight from bumper HW issue

Editorial ... More analysis and insight from bumper HW issue

Welcome to this bumper 72-page July edition of Horticulture Week magazine, packed with exclusive analysis, insight and expert advice on the biggest issues impacting all sectors of the UK horticulture industry right now.

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

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production

Read Tim Edwards

Ornamentals ranking

Top 30 Ornamentals Nurseries by Turnover 2017

Top 30 Ornamentals Nurseries by Turnover 2017

Tough retail pricing policies and Brexit opportunities drive the top 30 growth strategies.

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Peter Seabrook

Inspiration and insight from travels around the horticultural world

Read more Peter Seabrook articles