Local branding is key garden centre message says HTA

Growers and garden retailers have a golden opportunity to capitalise on the increasing interest in "local" by telling customers more about the local plants and products that they stock, the HTA's latest Consumer Insight study has found.

Research for the HTA from the Future Foundation shows that in 2009 74% of the population agreed that every effort should be made to prevent the disappearance of local and regional differences. This increasing interest is particularly felt by women and those in the 45-64 year old age group — core garden centre customers.

There has been strong growth in food halls and farmers markets in recent years and local produce plays an important role. The research shows that 50% of the population bought a local product in the last 12 months — a figure that increases to 62% among 55-64 year olds. Additional research shows that the appearance of plants is the key motivation to buy. However, when presented with 2 similar looking plants at similar price points the consumer is more likely to select the product  showing the Union Jack, county flag or other mark displaying local provenance.

HTA marketing director Andrew Maxted said, "There is no doubt that the power of local continues to grow and the garden industry should tell customers more about the local products that they sell. We would encourage growers and retailers to tell the story behind the local products — where they were grown, who grew them and badge them accordingly."

 

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

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Camellia

Camellia

These versatile, evergreen shrubs can flower from October right through to the end of May, Miranda Kimberley finds.

Business planning - cash-flow management

Business planning - cash-flow management

Wider market volatility can have a big impact on cash flow but there are ways to avoid problems, Neville Stein explains.

Papaver

Papaver

These compact, brightly coloured flowers can be very attractive for impulse sales, notes Miranda Kimberley.


Opinion... Get rid of plastics in Horticulture

Opinion... Get rid of plastics in Horticulture

Blue Planet II eloquently showed the rich tapestry of life in the oceans. It also focused public awareness on plastic pollution damaging wildlife.

Opinion... Gardening needs better promotion

Opinion... Gardening needs better promotion

British horticultural firms and organisations have not been the best at working together to promote our industry.

Opinion... A wish list for unblinkered thinking among our politicians

Opinion... A wish list for unblinkered thinking among our politicians


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Horticulture Week Top 60 Ornamentals nurseries

See our exclusive ranking of ornamentals nurseries by annual turnover. 

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