The company announced at Glee that the RRP of the Rootgrow 150g pouch has been reduced to £4.99 and the 360g pouch to £9.99. The move coincides with the launch of the new RHS-endorsed 360g pack available with motion-sensitive video point-of-sale material.
Rootgrow is the only plant sundry product endorsed by the RHS, which business development manager Mark Whittaker said has been critical to their success. He said: "The endorsement has made it a lot easier to sell; it gives it an unrivalled seal of approval from the country's top gardeners."
Wisley head of woody ornamentals Colin Crosbie was happy to lend RHS backing. He said: "For a number of years we have been using Rootgrow for tree planting. We consider the rapid establishment of the mycorrhizal fungi as essential for healthier trees. So far we've had nothing but success."
The company has redesigned its packaging to highlight the RHS backing and capitalise on its marketability. It has also introduced a fully automated packing facility which, together with breakthroughs in growing techniques, has created greater economies of scale, allowing for the price reduction.
Subscribe to Horticulture Week for more news, more in-depth features and more technical and market info.