Mr Fothergill’s is gearing for growth in 2023, targeting new gardeners. David Carey, CEO of Mr Fothergill’s, led a buyout backed by private equity in 2022 and is targeting to double the size of the business in five years.

“We’ve commissioned research that people become interested in gardening in their mid-20s, but there are a lot of barriers to entry in terms of knowledge and skill,” explains David. “We are launching a campaign that specifically targets those gardeners and encourages them to get into gardening, even if they have no space.”

The campaign, which is supported by PR and digital spend, goes live across social and national press in March, will encourage people to join a windowsill gardening revolution, and is headed up by TV gardener David Domoney.  

Continues David: “It’s great to be working with the team on this campaign. Growing plants on the windowsill is many people’s first experience in gardening and it really couldn’t be easier. Growing herbs and salad leaves indoors has many benefits, including feeding the family with fresh, healthy, and flavorsome produce, generating excitement at the first signs of germination, and the true happiness at watching it grow before our eyes.”

The research of over 2,000 adults has identified an emerging trend that people have a desire to get into gardening, but are being put off by perceived challenges. 

66 per cent want to do more growing, from plants to vegetables to keep themselves fed.

But many feel they are stopped from pursuing it more by a lack of time (39 per cent), not having any outdoor space (37 per cent) and not knowing enough about how to do it (35 per cent).

Despite wanting to do more, one in four don’t believe they have the right equipment to successfully grow their own, while 23 per cent are too frightened of bugs and spiders to get their hands dirty.

https://www.mr-fothergills.co.uk/windowsill