Mr Fothergill’s gearing up for growth with Gen Z campaign

by | Mar 15, 2023 | News, Product News, Products | 0 comments

Seed company Mr Fothergill’s has announced plans to double in size over the next five years. CEO David Carey is planning to target a new campaign at ‘Gen Z’ shoppers to grow the business to £100m, after leading a buyout backed by private equity last year.

“We’ve commissioned research that people become interested in gardening in their mid-20s, but there are a lot of barriers to entry in terms of knowledge and skill,” explains Carey. “We are launching a campaign that specifically targets those gardeners and encourages them to get into gardening, even if they have no space.”

The campaign, which goes live this this month,is headed up by TV gardener David Domoney. It will encourage people to join a “windowsill revolution,” says the brand.

“It’s great to be working with the team on this campaign. Growing plants on the windowsill is many people’s first experience in gardening and it really couldn’t be easier. Growing herbs and salad leaves indoors has many benefits, including feeding the family with fresh, healthy, and flavorsome produce, generating excitement at the first signs of germination, and the true happiness at watching it grow before our eyes,” says Carey.

Two thousand adults took part in Mr Fothergill’s research, which it says has identified an emerging trend that people have a desire to get into gardening, but are being put off by perceived challenges. The majority (66%) want to do more growing, but feel they are stopped from pursuing it more by a lack of time (39%), not having any outdoor space (37%) and not knowing enough about how to do it (35%).

Despite wanting to do more, one in four don’t believe they have the right equipment to successfully grow their own, while 23% are “too frightened of bugs and spiders to get their hands dirty.”

more latest news ➡

GCA Barometer of Trade figures 'very good'

March BoT figures show a ‘very strong month’ says GCA

The Barometer of Trade (BoT) figures from the Garden Centre Association (GCA) for March 2024 have been revealed and are ‘very strong’ when compared with the same month last year. According to data submitted by the organisation’s member garden centres, none of the...

Rajesh Gupta joins DObbies

Dobbies Garden Centres appoints Rajesh Gupta

Dobbies further strengthens its senior leadership team with the appointment of Rajesh Gupta as Strategy and Business Development Director. Rajesh qualified as a Chartered Accountant with KPMG and has 20 years’ experience in retail working in strategy, business...

Marcus Eyles leaves Dobbies

Marcus Eyles departs Dobbies after seven years

Marcus Eyles has decided to move on from his role as Horticulture Director at Dobbies to pursue a new chapter in his illustrious 40-year career. Marcus joined Dobbies, the UK’s leading garden centre retailer, in 2017 as Head of Online, before progressing to...

One4all and Dobbies enters partnership

Dobbies partners with One4all gift cards

One4all Gift Cards, is excited to announce its partnership with Dobbies Garden Centres, the UK’s largest garden centre retailer with 77 stores nationwide and nearly 160 years of expertise. Dobbies Garden Centres champion garden living all-year-round offering...

Ben Harrison announced as GCA chairman elect

GCA announces Chairman Elect for 2024/2025

The GCA has announced its Chairman Elect for 2024/25. Ben Harrison, who is Operations Director of Haskins Garden Centres, is stepping into the role and will become Chairman at the GCA’s annual conference in January 2026. Ben says: “I’m delighted to be taking on...

Notcutts celebrates at annual awards

Notcutts annual awards highlights team success

The family-owned garden centre group, Notcutts, gathered at the Chesford Grange Hotel in Kenilworth on March 14th to celebrate the successes of its colleagues across all 19 garden centres nationwide. The event, attended by over 140 colleagues, family members and...

Read GCR's latest edition!

Subscribe ToThe Wednesday Word

Subscribe To
The Wednesday Word


Get all the latest news, events & more straight to your inbox every Wednesday.

You have Successfully Subscribed!

Pin It on Pinterest

Share This