William Sinclair Horticulture professional managing director John Tugman launched a new category of peat compost, aimed at the "semi-professional" market.
Foremost, aimed at retail nurseries and allotment societies, is 100 per cent peat, following the trend for 2014 after good harvests.
The product is available through professional distributors in 60-litre bags and growbags with a 25-litre John Innes range.
Tugman said: "We've launched it because of dissatisfaction by consumers of the quality of some other peoples' multipurpose. This is for serious growers."
Andy Chalmers, managing director at bark-compost manufacturer Melcourt, said "more peat this year doesn't affect us because peat will go up and down but people are using us for other benefits".
He expects to double sales over the next five years. Customers include Hardy's, Wyevale Hawkins, Bournemouth Borough Council, JA Jones and Palmstead.