Gardenex has revealed the latest success story emerging from its highly popular Meet the Buyer event held during Glee at the NEC Birmingham, UK last September. 

Empathy, the UK’s leading producer of biologically active gardening products and a proud Gardenex member, has secured a landmark partnership with Aveve, a premier gardening brand in Belgium comprising 200 stores. Aveve is a strong brand of Arvesta, a full-service provider in agri- and horticulture with activities in Belgium, Germany, France and The Netherlands. 

This collaboration blossomed just three months after the initial meeting facilitated by Gardenex at Glee. Aveve has joined Empathy’s prestigious white-label programme and is set to launch its own branded version of rootgrow mycorrhizal fungi - Empathy’s flagship product - tailored for the Flemish and French-speaking markets in time for the 2025 gardening season.

Empathy’s rootgrow mycorrhizal fungi is one of the few products of its kind that complies with the new EU fertiliser regulations, making it an attractive option for white-label partnerships across Europe for those companies seeking to promote the reduction of chemistry in gardening. 

The Aveve agreement follows hot on the heels of Empathy’s similar announcement regarding a white-label collaboration with ADEO, one of Europe’s largest retail groups. ADEO’s branded mycorrhizal fungi products, available in four languages, will roll out across 2,000 stores at the start of the 2025 season.

Empathy’s success at the Meet the Buyer event at Glee highlights the critical role Gardenex plays in connecting innovative UK brands with influential international buyers. “The Gardenex team provided us with a platform to build meaningful relationships that have transformed into lucrative business opportunities,” said Robert Patten MD of Empathy.

Empathy is now actively seeking new white-label partnerships across Europe and invites interested companies to connect with the company direct.