Empathy, the pioneering brand that introduced rootgrow mycorrhizal fungi and more recently, beneficial bacteria technologies into UK gardening, is updating its look and brand messaging for 2024. The company will lead with its core ecological pedigree, which has driven all its product developments. 

“Empathy products are ecological by design.

Pioneering the use of beneficial microbes in gardening, agriculture, and horticulture, strengthening soil biology, and reducing chemical reliance.”

New Design Features: The rollout of rootgrow 150g and 360g mycorrhizal fungi products, that embrace this new branding, is underway, with the complete afterplant plant food with mycorrhizal fungi and beneficial bacteria coming in the following weeks.

The striking new designs introduce a softer, more aesthetic look to enhance shelf appeal, while retaining the strong white front panel it is known for. The brand remains committed to educating customers about the importance of soil care through packaging content and the newly introduced human-like avatar, “Emily,” accessible via QR codes on shelf ‘barkers’ to provide detailed product explanations before purchase.

Commenting on the new brand, Robert Patten, the Managing Director of Empathy, said, “Our technology has always been based on the strong ecological principles. Together with our customers, we have worked to sequester more soil carbon than almost any other company in the UK. Our new branding aims to make this more easily recognised by our customers going forward and encourage others to join us on this journey. We hope to transition the entire Empathy estate to the new livery before GLEE 2024. We are very pleased with the positive response to the imagery, messaging, and ecological focus from our partners during this process.”

Empathy continues to innovate in the ecological gardening sector. 2024 has seen two new products in the new livery: Compost Improver and Grow Bag Improver, designed to enhance peat-free compost by adding active biology.

For further information about the new branding and our new products, contact:

Simon Taylor

Business Development Director

PlantWorks Ltd.

Unit 930 Cornforth Drive

Kent Science Park

Sittingbourne,

Kent, ME9 8PX

Mob: +44(0)7756846578

Off:   +44(0)1795 411527 

e-mail:  simon.taylor@plantworksuk.co.uk