Each Seedball is essentially its own mini ecosystem. Seeds are mixed with clay, peat-free compost and a smidgen of chilli powder, then rolled into a small ball, 1cm in diameter.
This makes it super easy to scatter and the optimum size to break down when in contact with water. The mix of ingredients optimises seed growth, reduces seed predation and ensures that no gardening expertise is required by the customer.
The dry clay acts as a protective casing against common seed predators such as ants, mice and birds. When enough rain permeates the clay, the seed inside begins to germinate, helped by the nutrients and minerals in the balls. The chilli powder continues to deter predators while the Seedball slowly degrades and the seeds sprout.
The brand has a clear set of conservation and sustainability values. It encourages conservation of pollinators and native wild flowers with specific bee and wild flower mixes. There is a large social media following and campaigns such as #nomow to encourage councils to grow wild flowers on road verges instead of mown grass. The #peatfree pledge has gained support from Ecotricity and Plantlife.
The product offers people a reason to grow wild flowers - conservation - and a simple way to do so. It is pitched at the mass market rather than a niche guerrilla garden market. All profits go to an eco-social enterprise run by conservation/sustainability scientists.
With little in the way of investment, the business and brand have built up through word of mouth to be stocked at retailers such as Kew Gardens, which has a co-branded design on a tin, the National Trust, Petersham Nurseries, Clifton Nurseries and the Gardens Group.
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