He managed the family-run Wiltshire garden centre for almost 40 years alongside his mother Phyllis, who died last year aged 105.
His son, Whitehall managing director Peter Self, said his father would be greatly missed, and that a trust would be established in his memory to support the Lacock community.
He said: "He was a pioneer in the garden centre industry. It was a fledgling industry in the 1970s, but he drove the business forward, and we now are one of the leading family-owned independent garden centres in the UK, and he was instrumental in setting it up.
Peter Self and his wife Claire we will continue to run the business, which has another centre in Bristol.