Every September, Glee shines a spotlight on the brands, products and innovations that are set to shape the future of garden retail. It's where buyers come to discover what's next, uncover exciting new suppliers and find products that can set their stores apart.

One of this year's newcomers is Marvellous Mulch – a Norfolk-based business that's taken one of gardening's oldest products and given it a thoroughly modern makeover.

Ahead of the show's opening, we caught up with Emily Dyer, UK Sales Manager, to find out why Marvellous Mulch chose Glee for its industry debut.

Giving a gardening classic a fresh twist

"Straw mulch has always been a brilliant natural product," says Emily. "Gardeners love it because it helps retain moisture, suppress weeds and improve soil health. The problem is that it can also be messy, awkward to handle and difficult to spread. We wanted to solve those frustrations without losing everything that makes straw such an effective mulch."

Produced in Norfolk, Marvellous Mulch is made from carefully chopped, dust-extracted wheat straw that's enhanced with seaweed. Cleaner to use, easier to apply and offering impressive coverage, it's been designed with both gardeners and retailers in mind.

Why Glee?

For Emily, there was only one place to launch the brand: "If you're introducing something genuinely different to the garden retail market, Glee is where you need to be. It's the biggest buying event in the industry and the place buyers visit specifically to discover new products, new suppliers and fresh ideas. That's exactly why we're so excited to be exhibiting for the first time."

Breathing new life into an established category

Innovation isn't always about inventing something completely new. Sometimes it's about taking a product gardeners already trust and making it work even better.  That's the thinking behind Marvellous Mulch.

By refining traditional straw through a specialist chopping and dust-extraction process, before enhancing it with seaweed, the team has created a mulch that's easier to spread, less messy to use and capable of covering up to eight times further than many conventional mulch products.

"We're really looking forward to seeing people's reactions," says Emily. "It's one of those products that makes sense as soon as you pick it up. Buyers can see the quality, feel the difference and immediately understand how it could appeal to their customers."

Responding to today's gardening trends

With more consumers embracing sustainable gardening practices, conserving water and looking after soil health have never been higher on the agenda.

Emily believes Marvellous Mulch is perfectly placed to meet that demand: "Gardeners want products that work harder whilst being kinder to the environment. Marvellous Mulch helps retain moisture, supports biodiversity and improves soil health, all whilst being made from natural, sustainably sourced materials. It ticks a lot of boxes for today's gardener."

See it for yourself at Glee

As first-time exhibitors, the Marvellous Mulch team are looking forward to introducing the brand to retailers from across the UK, building new partnerships and demonstrating why they believe there's room for fresh thinking within one of gardening's most established categories.

"We'd love buyers to come and have a chat, see the product for themselves and discover why we're so passionate about it," says Emily. "We're confident they'll leave with a completely different view of what straw mulch can be."

Visit the Marvellous Mulch team at Glee 2026 on stand 20K64 to experience the product first-hand through live demonstrations and discover why this exciting newcomer could become one of the show's standout success stories.

Register for your free ticket today at www.gleebirmingham.com and be part of Europe's biggest buying moment.