Westland again lead the way in growing media communication with two exciting and groundbreaking initiatives in 2010, which deliver exactly what consumers require from growing media.

Leading this is Westland Horticulture’s Life Partner For Plants initiative, providing vital information on when and what stage the compost should be used and the importance of the quality of the growing medium used.  This education programme focuses specifically on how choosing the correct compost at the right life stage is crucial so plants receive the best support throughout their growing life.  It also highlights the vital role that quality and consistency of ingredients plays in this process.

It will run across the entire John Innes range, providing the ideal platform to inform consumers about how to use the correct growing media for a seed, seedling and plant.

The campaign will demonstrate how as a plant passes through its various life stages, from a seed, a cutting, through to maturity, the nutritional demands change and that Westland has everything in their John Innes range to ensure the plants reach their potential. 

Dympna Carron, products manager for the growing media category at Westland, explains: “Compost provides essential support for plants as it provides the best nutrients through each stage of its life.  It is the plants only consistent life support and it provides nutrients on demand. It’s paramount that we drive this message to the consumer so they get fantastic results during the new growing year.

“On both the front and back of the packaging, we are communicating how this particular range of compost releases the best sustenance so plants reach their best at the four key stages in life - germination, establishment, healthy growth and ongoing vitality.  Our aim is to engage more consumers into the John Innes range and ensure they understand the benefits that this range of compost delivers.”

To drive this message beyond the garden centres Westland is supporting this campaign with full advertising and specialist press campaigns. 

This campaign does not stop here – Westland will also be offering gardeners a unique online service that gives them the opportunity to gain a greater understanding about how to improve the soil when planting directly into the ground rather than in pots and containers. It’s also an excellent way for gardeners to learn about what plants are best suited to grow in their soil.  

The final part and a true leadership step is Westland’s new labelling initiative.  Westland is introducing over the next 12 months, a new content labelling scheme that will appear on the back of all their range over the coming months.  This will enable consumers to make a more informed decision during point of purchase.  The labelling will include peat content, nutrient levels and pH range of the bag produced, a level of detail not seen in the sector before.  This is a scheme that will eventually run across all Westland’s growing media bags.

Jamie Robinson, technical director for Westland Horticulture, said: “We are catering for so many different gardeners including peat-free enthusiasts, vegetable growers, and plant lovers.  They all want to know exactly what the compost contains.  They need reassurance that they are buying a top quality product, that will deliver constant results, and that’s exactly what we’re providing.

“We will be including a list of key ingredients and nutrients levels on each bag so consumers know exactly what to use the compost for.  We are extremely strict when it comes to controlling what ingredients we use.  We can pinpoint precisely where they come from and can guarantee every consumer will receive the same standard in growing media.  This provides Westland with a very unique selling position as our strict quality controls ensure that every bag of compost is consistent in outstanding performance and content.”   

For more information please telephone 028 8772 7500 or visit www.gardenhealth.com

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No: 09/415

For more information on this press release please contact Graham Paskett or Charlotte Hopkinson at Paskett Public Relations Limited, Unit 24 and 25, Friar Gate Studio, Ford Street, Derby, DE1 1EE. Tel: 00 44 (0)1332 258335 and 258336, fax: 00 44 (0)1332 258337 or e-mail: grahampaskett@paskett.co.uk or charlottehopkinson@paskett.co.uk