David Fitzsimons, CEO of Retail Excellence Ireland, explains how GroMór, a shared industry promotion is set to exploit Ireland’s untapped gardening opportunities
Keeping products and services relevant is a perennial issue for any business. Demographics, consumer trends and market conditions are in continuous flux, forcing companies to constantly evolve and adapt.
The issue of relevance is no more apparent than in the gardening sector. Gardening has become an antimarketing term for an entire generation. It resonates with an aging population but is rejected by a youthful market. In the mind of the uber trendy, busy and distracted 30-45 years old bracket, the word conjures dread, toil, labour, dirt and at its core, something that oldies do because they have nothing else to do. We know differently of course, but that doesn’t help the situation. One of the biggest issues facing the wider horticulture sector is relevance. How do we make gardening relevant, how do we create the next generation of plant buyers?
“Gro Mór represents an excellent opportunity for us to address some of the biggest issues facing the sector. The Irish Hardy Nursery Stock Association (IHNSA) is fully committed to realising its potential through financial support, collaborative working and new business practices. It’s an exciting time for the sector and we look forward to sharing the benefits with our colleagues”, says Val Farrell, the IHNSA’s Chairman.
Enter Retail Excellence, Bord Bia and a group of experienced, dynamic and invested sector representatives. The new group will draw on the knowledge from growers, retailers, suppliers, Bord Bia, and of course the formidable insight and wider perspective we bring through REI. We intend to tackle many of the issues facing the garden market over
the coming years, but our first target is relevance. Specifically, relevance to that important 30-45 years old category. We have an uphill battle. Our target market has little interest in gardening. Why should they? They have enough to be doing, enough seductive distractions vying for their attention. But unlike previous attempts at addressing this issue, this is the first wholly collaborative and shared funded initiative. This is the first time the industry has really come together, taken the lead and been willing to contribute upfront financially to
ensure success. It will be a success, I can assure you of that.
“Bord Bia is delighted to be supporting this collaborative initiative with the garden centre group and the nurseries to grow the gardening market and develop partnerships that will create the opportunity for us to secure potential EU promotional funding in the future to further benefit the industry”, says Carol Marks, Development and Marketing Specialist at Bord Bia.
The challenge ahead may be a tough one, but we’re not starting from zero. The last ten years have seen a wider interest in plants and green spaces. People with more time on their hands, fears about food safety, more information on the benefits of plants and a general sense that we’ve lost touch with our agrarian past, have all contributed to a rise in interest perhaps best represented in the GIY and community garden movements. And let’s not forget the huge success of Bloom in the Park. We’re not reinventing the wheel, but we are going to improve it.
The core focus on the GroMór initiative is targeted promotion to the right audience at the right time of year: spring. In addition to a comprehensive suite of marketing and public relations activities across the media landscape, GroMór will be communicated from grower to buyer. New labels will allow growers to buy in and stand out, while the impactful point of sale merchandise will drive the message home.
The degree to which GroMór will be successful will not come down to the sole input of those already involved. It will come down to what YOU do. Don’t sit on the sidelines. We have all invested and we all stand to benefit. ✽
 DAVID FITZSIMONSIf you would like further information or would like to participate, please contact your sector Bord Bia representative or contact REI directly on +65 648 6927 or mail info@retailexcellence.ie |
