As the peat-free ban comes into force in growing media and the market moves to more peat-free products, consumer education will be a priority for Bathgate to ensure gardeners have a positive experience as they transition.
Peat-free compost has a PR job to do with the growing public as many early products very often disappointed. Bathgate prides themselves on quality growing mediums that perform on a par with peat but acknowledge that to get the best from these products gardeners will need to change some of their habits and expectations.
Colin Sanders Commercial Director explained, “We know there is a customer education piece to be done in the move from peat-based compost to peat-free over the next few years. Peat-free will offer a gardening experience to compare to peat but people will need to learn to expect a different look and feel and treat it differently. It’s important to us to bring all those consumers who found a new hobby gardening during Covid on the journey with us so we don’t lose this new consumer base with disappointing results due to a lack of knowledge. To help retailers with this, we will put in place a range of factors to help educate the gardening community”
Bathgate are implementing several tactics to help with communicating the differences to end users. These will include point of sale, downloadable info and fact sheets for retailers and consumers, a social media campaign and a new website coming in September which will have comprehensive info on getting the best from their peat free products.
For more info on this initiative contact email@example.com