Westland will become the first to promote the sale of peat free growing media on main stream TV with a £1.5m campaign in 2020.
Marketing Director Keith Nicholson told GTN Xtra: "2020 will see Westland build on a strong year for New Horizon, which saw consumer sales out of retailers double in 2019. Westland have announced they drive change by being the first company to advertise a peat-free growing media. New Horizon, will go mainstream and supported by £1.5 million national TV advertising, airing on ITV, Channel 4 and all other national channels from March.
"It’s a big step change for the industry, New Horizon will be communicated to over 20 million households across the summer season next year. It’s about bringing consumers on the journey. Consumers want choice and now we’re making it accessible to the widest number of gardeners. New Horizon has such a strong story, and our Zero Green Waste policy, is seeing performance of this product range delivering at every level…for retailers, gardeners and overall quality."
This approach will see Westland deliver around 80% peat-reduction by this time next year in consumer growing media. Nicholson added: "If we can get this right it will put the industry on a strong footing. We are really pushing the agenda and we continue to deliver what our consumers and retail partners want – performance and quality."
Nicholson said it has taken years to overcome short-term decisions by many suppliers to introduce poor-quality peat alternatives in early 2000’s, and only now are we regaining the trust of the gardener: "If we are not careful the same mistakes may be made by some looking for a low-cost replacement strategy."