UK-first for Dobbies as garden centre chain launches own brand peat-free compost with added John Innes

The company pledged in 2020 that it aimed to be 90% peat free during 2021 and 100% during 2022 in relation to bagged compost. The new peat-free compost went on sale in all Dobbies stores from today (Monday 14 June).

Last month, the UK Government launched the England Peat Action Plan supported by an expected over £50 million between 2021 and 2025. The Scottish Government also has a £22 million fund to undertake peatland restoration projects.

Ahead of the launch of the new product, a survey commissioned by Dobbies from Censuswide found significant consumer demand for more environmentally-friendly products, driven in part by the covid pandemic.

Just over 3 in 5 (61%) respondents said using peat-free compost is important* to them, with over a fifth (23%) saying very important.
A quarter (25%) of respondents said their primary reason for buying eco-friendly, sustainable gardening products is environmental concerns.
Over half (55%) of respondents do* buy their own eco-friendly, sustainable gardening products, with just over 1 in 7 (15%) saying they do so regularly.
Nearly half (47%) of half respondents agree* with the statement ‘I have made significant changes to my lifestyle to lessen my environmental impact’.
Nearly half (47%) of respondents agree* with the statement ‘I make a conscious effort / go out of my way to buy products which are environmentally friendly’.

Marcus Eyles, Horticultural Director at Dobbies, said: “Even before the pandemic it was clear that businesses needed to be providing more environmentally-friendly options for customers. The research we’ve carried out underlines that point with people taking a fresh look at what’s important to them. We started on our own peat-free journey in 2018 and the launch of our own brand, peat-free compost with added John Innes is another important milestone. We have further products launching soon.”

The compost is ideal for all plants, flowers, fruits and vegetables and is perfect for use in pots, containers and baskets. It works well for sowing larger seeds, taking cuttings, young plants and established plants. One notable feature is that the wood fibres and bark give the compost a different look but it grows just as well as other products. It is not suitable for ericaceous plants.

Dobbies’ own-brand peat-free products, including this new item with added John Innes, are priced competitively when compared to the products containing peat, so that there is no financial disincentive for consumers.