{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/61308c707f169200194a3cfd/698343844b585239727f6ba2?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"How do we understand and reach today's plant consumer? -  Michael Perry hosts a IPM Essen Panel on effective plants marketing","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/61308c707f169200194a3cfd/1770209474460-f8496778-46e0-499a-a9db-32c98554b89e.jpeg?height=200","description":"<p>Bruce Harnett of Kernock Park Plants, Megan Green of Hayloft Plants and Yvonne Marquenie of Plants &amp; Flowers Foundation Holland joined &lt;i&gt;HortWeek&lt;/i&gt; new plants writer Mr Plant Geek Michael Perry on a panel at IPM Essen to discuss how the horticulture industry should understand today’s plant consumer.</p><p><br></p><p>They discussed: </p><p><br></p><p>1. The peat-free and sustainability dilemma</p><p><br></p><ul><li>The transition to peat-free media remains the industry’s most \"hot-button\" issue, particularly in the UK.</li><li>Kernock Park Plants (KPP) went 100% peat-free in 2024 and Bruce Harnett says that sustainability (biomass, water self-sufficiency) is a moral choice, even if the \"commercial advantage\" is currently unclear.</li><li>Panellists agreed that, for consumers to fully switch, peat-free media must be equal to or better than peat. Currently, some \"staunch\" growers still believe peat performs superiorly.</li><li>But while sustainability is a growing concern many consumers still \"turn a blind eye\" when price is a factor.</li></ul><p><br></p><p>2. Innovation vs. \"Trust Erosion\"</p><p><br></p><ul><li>Should the industry stop introducing new plants? The consensus: Innovation must have purpose.</li><li>KPP uses a rigorous trials process to ensure only \"the best of the best\" hit the market. Introducing novelty without value leads to \"trust erosion.\"</li><li>Plants like Salvia ‘Hot Lips’, Lavender ‘Hidcote’, and standard Rosemary remain dominant because they are reliable. Consumers value the \"tried and tested\" for mail-order success.</li><li>\"TikTok Plants\": Novelties like the TomTato or \"family\" apple trees resonate with younger, online audiences, but the industry must distinguish between viral aesthetics and long-term garden performance.</li></ul><p><br></p><p>3. Multi-platform marketing</p><p><br></p><p>The panel discuss approaches and strenghts of different platforms:</p><p><br></p><ul><li>YouTube: ideal for practical \"how-to\" guides.</li><li>Instagram/Pinterest: use aspirational/inspirational imagery.</li><li>Facebook: focus on community and storytelling</li></ul><p><br></p><p>Meanwhile Matthew Perry raises concerns about influencers who focus on garden aesthetics rather than plant health. The panel stresses the need for authentic voices over \"unattainable\" glossy imagery.</p><p><br></p><p>And Megan Green says that, for Hayloft, 75% of business is now online, though the physical catalogue remains a valued tactile experience for a core demographic.</p><p><br></p><p>4. The \"Holy Grail\" of 'engagement'</p><p><br></p><ul><li>Green highlights the power of visual merchandising—linking the plant, compost, and pot in one display to remove customer friction.</li><li>QR codes on labels and improved storytelling are seen as the \"Holy Grail\" for garden centres to provide info at the point of purchase.</li><li>Research shows search behavior is often driven by nostalgia (especially in herbs) and the desire to care for others (gifting).</li></ul><p><br></p><p>5. Reaching the Next Generation</p><p><br></p><ul><li>Younger consumers represent the future but are the hardest to recruit due to a lack of gardening space and lower spending power. Engaging them requires shifting from a \"critical\" focus to a \"positive attitude\" shift, making gardening feel attainable rather than a luxury chore.</li><li>In summary, the industry must balance the marketing \"pull\" of new varieties with the \"push\" of sustainable production, ensuring that every new introduction builds consumer trust through reliability and climate resilience.</li></ul>","author_name":"HortWeek"}