But the issue is not driven by the Government, as it is in the UK, but by green groups, he explained. "The peat industry is doing everything it can to convince customers that peat is environmentally friendly."
He added: "Neudorff was the first in Germany to launch peat-free in 2001 and it was very small until 2007. The big bang came when we advertised on television."
Peat-free now makes up 10 per cent of the total consumer market in Germany, he explained.
Neudorff will launch 26 products in the UK this autumn in partnership with Doff Portland. They include organic fertilisers, plant feeds, insect repellents, slug baits and biotech traps.
Peat-free will not be among the products for logistical reasons, but the company sees big potential for the rest of its range, said Lausmann.