HortiTrends Weekly Comment & News Digest June 14th

Troubled Atlantic Home Care Enters Examinership was the most read article last week and I am sure that many of the readers might have been worried and powerless suppliers. The chances are that if you supply into Atlantic Home Care, you will also be supplying into Woodies both of which are owned by the Grafton group. When you look at the figures presented it’s hard to make a case for the the survival of Atlantic brand.

The days of having market share for the sake of market share are long gone. Remember the ‘Sunday Tribune’? One might bet on a re-branding of noncompeting Atlantic Home Care stores to the better supported Woodies brand within the Grafton Group. Lets hope, that if that happens it is managed well and will be an orderly transition for growers and suppliers. Woodies should and will be looking to maintain the grower relationships that they have developed in their plant sourcing targets of ‘95% of plants grown or sourced in Irish Nurseries’. One customer the size of Altlantic going down the tube will put any businesses lights out. The idea, that as a business you need to keep growing out of the comfort zone that goes beyond feeding your family has been parried around for a long time. ‘Don’t wish for what you want because you just might get it’ comes to mind. As a business do you play it safe or go for gold? Crystal ball anyone?

As we promised here is the article that will teach you nothing that you don’t know already. Just remind yourself. Dangerous Assumptions to Make for Your Business

1. Everybody knows we are here.

This is one of the most dangerous assumptions and just because you place a regular static advertisement in the local newspaper does not mean that the advert is not blurring with the ink into the background. If you are investing your valuable marketing spend in print or radio adverts then the message or ‘ Call to Action’ needs to change and adapt constantly. This is even more important for any online marketing campaigns as like most businesses you will have a wide and varied range of products or services to market and the message should always be season or time of use related.

BUSINESS CHANGE 1. It is important to attach an offer of some kind to each advert so that you can identify quickly whether or not you are are getting value for money for your advertising and marketing spend.

2. Customers know that we are different because we offer a better quality product.

If your prices are higher than any of you competitors you need to communicate that constantly to your potentail customers. Saying that the quality is better is not enough on its own. Show them the proof. Use information that can be backed up by the manufactures along with product tests by consumer panels such as Which? Magazine.

BUSINESS CHANGE 2. Display and communicate front and centre the guarantee that is offered on your superior products over that offered by your competitors.

Coming up over the next 5 weeks…….. http://www.hortitrends.com/http://hortitrends.com/hortitrends-news-articles/10292-10-dangerous-assumptions-for-your-business

Teagasc’s Popular Guide on how to Grow Vegetables has Just Been Updated and it’s a credit to Stephen Alexandra. Now the powers that be at Teagasc need to slot in some time for the human ‘Knowledge Base’ before they retire or are put out to grass, so that they can update the commercial versions of the vegetable and ornamental production manuals. If they need an excuse, it’s called Food Harvest 2020!

If you are thinking about a career in horticulture or upgrading your skills then New Garden Developed by ITB Horticultural Students as Part of Course Work is one of the many reasons why ITB Horticulture is giving the more traditional learning centres for horticulture a run for their money and with plans afoot to further develop the horticulture offering and facilities they will remain a force to be reckoned with into the future.

If you are in the landscape sector then you must read Husqvarna Releases Global Garden Report as this is type of data is not the usual fluff.  It puts a value on what certain landscape works can add to a property. If ever the sector needed a concrete base of which to promote the value of its services, this may be it.

Joy Larkcoms “Just Vegetating” Worldwide Launch held at Hosfords Blue Geranium Cafe is just the type of clever marketing news that connects with garden centre customers and therefore makes it into HortiTrends. 

Look out next week for our latest installment of the ‘Most Dangerous Assumptions to Make for Your Business’ plus also we will be going all political with a feature special on ‘Dail Horticulture Questions’.

Todays Articles:

• Husqvarna Releases Global Garden Report
• Joy Larkcoms “Just Vegetating” Worldwide Launch held at Hosfords Blue Geranium Cafe
• New Garden Developed by ITB Horticultural Students as Part of Course Work
• Which? Consumer Panel – Top Complaints When Buying Plants by Post or Online
• Sustainable Energy Awards 2012
• Wholesale DIY for a Pound
• Irish Artisan Foods Sector Reviewed

Top 5 Most Read Articles Last Week:

1. Troubled Atlantic Home Care enters Examinership
2. Video Highlights of the final day of Bloom 2012
3. John Lord on French Planting in Navan
4. Day 1 Highlights of Bloom 2012
5. Day 2 Highlights of Bloom 2012

Too busy to read all the news? Go straight to your sector below:

This Weeks News Articles:

Thank you.

Joseph (Editor at HortiTrends)