Growers and garden centres see £874,000 value from Plant for Life, claims HTA

HTA planting awareness campaign Plant for Life has achieved £874,000 equivalent value of advertising and presented 86.3 million chances to hear the Plant for Life message in its first year of a joint EU-sponsored three-year promotional programme.

In August 2008 Plant for Life was the only UK horticultural bid to secure funding from the EU to create a jointly funded campaign with a value of almost £700,000 over the next three years. Plant for Life media campaigns have focused on wildlife with Making your Garden Flutter, colour with Colour Me, Colour My Garden and roses with Plant Roses for a Culinary Twist.  

Alongside this has been the ongoing Plant of the Month campaign, promoted through garden centres and nurseries.

HTA promotions manager Jennifer Thwaites said: "The campaign has been successful because it has been so varied covering everything from roses to conifers. We want to cover as broad a spectrum as possible and bring in the marginal gardener. We've been targetting lifestyle magazines and non-gardening publications. Garden centres are keen on this because we can reach people they can't."

She added: "The EU funding has enabled us to substantially increase our promotional spend on behalf of growers and garden retailers alike. Our wildlife and Plant of the Month campaigns with attractive point-of-sale to inspire the marginal gardener are helping us to engage more partners to reach our EU target of supporting 800 garden centres and nurseries through Plant for Life by spring 2010."

Thwaites said the HTA is undecided about what to do after the campaign funding finishes in 2011.


Subscribe to Horticulture Week for more news, more in-depth features and more technical and market info.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Read These Next

Business Planning - Brace now for Brexit impact

Business Planning - Brace now for Brexit impact

Neville Stein advises how businesses can act now to protect themselves against higher plant import costs after the Brexit deadline.

Horticulture careers - plugging the skills gap

Horticulture careers - plugging the skills gap

Bespoke apprenticeships and internal training are helping firms to get ahead in skills-shortage horticulture, says Rachel Anderson.

Tractors: market roundup

Tractors: market roundup

Manufacturers are working to provide solutions to many challenges. Sally Drury looks at their newest models.

Opinion... Why no-deal Brexit should worry you

Opinion... Why no-deal Brexit should worry you

Whether you voted leave or remain all those years ago, a "no-deal" Brexit should worry you.

I will not be importing oaks this season. Will you?

I will not be importing oaks this season. Will you?

I find myself in a difficult situation. A few weeks ago I was fortunate to be present to hear details of imminent changes to regulations concerning Oak Processionary Moth (OPM) and oak trees. I heard details, asked questions and probed the implications of these changes. That may not sound like a difficult position to be in, yet I am uneasy.

Opinion... Better targets to tackle pollution

Opinion... Better targets to tackle pollution

Lobby groups jumping onto fashionable campaigns, often to promote their own interests, can do much more harm than good. Take, for example, the move against black polythene plant pots and containers.

Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +


The Horticulture Week Business Awards is now open for entries

Horticulture Jobs
More Horticulture Jobs

Horticulture Week Top 60 Ornamentals nurseries

See our exclusive RANKING of ornamentals nurseries by annual turnover plus the FULL REPORT AND ANALYSIS

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production

Read Tim Edwards

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Peter Seabrook

Inspiration and insight from travels around the horticultural world

Read more Peter Seabrook articles