In 2021 Seeds of Italy Ltd agreed a distribution deal with Mr Fothergill's seeds Ltd offering their garden centre outlets 54 Franchi branded vegetable seed packets whilst Seeds of Italy continued to service its own wholesale and retail customers. 

 Since then, the result of a strategic review has shifted Mr Fothergill's focus back onto its core brands and away from 'guest brands', and so both parties have agreed to end the trading agreement with the aim going forward on a managed transition back to Seeds of Italy Ltd by the 1^st of May 2025. 

Mr Fothergill’s will be continuing to supply its Franchi seed lines to current customers for the 2024/2025 season after which Seeds of Italy will be able to offer ongoing supply of these lines and the wider offering from this long established and respected Italian seed merchant. Where varieties sell out, Seeds of Italy may supply those missing items ensuring sales are maximised in stores, showing a commitment by Mr Fothergill's to look after their customers by avoiding stand gaps and jointly to protect the Franchi brand in the spirit of the transition.

 Paolo Arrigo, MD of Seeds of Italy said “We have been pleased to have worked with a company as prestigious as Mr Fothergill’s seeds with a mutually beneficial Franchi distribution deal over the last 3 years. I know Mr Fothergill's have been pleased with the brand and the relationship and we are now looking forward to supplying our current outlets as normal this coming season, and those other outlets in good time".

 Ian Cross, Head of Trade Marketing says “We have enjoyed a good relationship with Franchi Seeds and Seeds of Italy. Despite the decision to stop selling these seeds we wish them well for the future."