Westland officially reveals Sinclair brand changes

Following the Sinclair's acquisition in July, Westland will be showcasing the new brand line up at Glee on 14-16 September.

The Westland stand will include J. Arthur Bowers and New Horizon ranges, as well as the re-introduction of the Cambark brand and a re-positioning of the Growing Success brand.

Horticulture Week reported the changes earlier this week. The number of Sinclair SKUs will fall by about half in the growing media, chemicals and fertiliser categories.

Products such as Sinclair bark and GroCube could go in the review.

Marketing director Keith Nicholson said: "We have acquired a number of strong garden brands and we have moved quickly to focus on what these brands mean to gardeners and the trade. In essence we have focussed on the core heritage of our brands. Going forward we will actively be developing a strong innovation pipeline, clear communication plan and strong in-store support for J. Arthur Bowers, Growing Success, DeadFast, New Horizon and Cambark."

J. Arthur Bowers and New Horizon will sit alongside the Westland and Gro-Sure brands aiming for a "comprehensive offer with the widest possible gardener reach".

For 2016 a "comprehensive range of growing media, John Innes and soil improvers will be available under this brand, all backed by the Compost Consistency Assurance".

In addition, a "focused" range of fertilisers will support the Westland range centred on straights.

J. Arthur Bower’s granular feeds, including Bonemeal and Growmore will also form a part of the range, with the traditional feeds continuing alongside the Westland and GroSure feed range.

The New Horizon brand will no longer include green waste as an ingredient. West+ compost fibre is Westland's preferred peat substitute.

Nicholson said: "Westland will not allow green waste into the hands of our gardeners. We believe green waste is simply not up to the standard or consistency required by all and is not delivering the results our consumers deserve. Significant investment in research and development is needed by the industry as a whole to make green waste a material which will provide the results Westland demands. As the Compost Consistency Assurance is at the heart of our growing media strategy it is important this standard of quality is not compromised at any stage."

Cambark and Garotta will be promoted as stand alone brands alongside Growing Success and DeadFast and Westland's Resolva and Eraza.

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