“We want Chapelwood to be the biggest brand in bird care in 3 years.”  That is the success criteria set by Scotts Miracle-Gro UK General Manager Sheila Hill.  “It’s not rocket science; we are just looking at it from a consumer angle.  The brand will be supported by consumer activity; our re-launch package will be out there in a couple of weeks and we intend to double our 5% market share next year, moving to market leader in 3 years time.”

During GTN Xtra’s interview with Sheila on Friday she also told us that Scotts Chairman and CEO Jim Hagedorn was fully supportive of the decisions and the future plans for the UK division.  Jim has been over in the UK and at Chelsea where he met some of the 100 schools who took part in the Miracle-Gro Academy this year (see Chelsea coverage story in this issue of GTN Xtra.)  “Jim is really supportive.  We talked about the future, he is pleased with current performance, and about how we will grow the market for Chapelwood next year.  We have strong support from the USA, he wants to move on.”

“Jim called it a ‘New Dawn.’ A new team brings change, all we’re going to do is grow, be more flexible and do more of what customers are asking for.”

Shelia explained that as a result of her many garden centre visits earlier this year future activity will include interactive in-store POS and in store training to sing about the Scotts products USP’s and deliver in-store excellence.  “We have always been well known for having great products and spending money on TV, now we also want to be famous for in-store execution and training.”

Talking about the decision to invest in Chapelwood and divest the other Solus Brands, Sheila said: “The Solus Brands were bought with the vision of a one stop shop with an extended gardening offer from Scotts.  However, due to events, delays in the purchasing process and market activity in categories with many other players we’ve now decided to make our investments only in areas where it pays back.  Bird food is the most relevant.  It’s a regrettable decision but right.”

“Bermuda is the brand furthest away from our core business.  We are now looking at what we can do with the brands, anyone interested in them should contact me or Rainer Schubert.”

Sheila and her teams immediate priority is managing the people situation.  “We have started consultation with the people involved.  I can’t comment any further on that at present.”

Both Sheila and Paula Parker, Marketing Manager, were very confident about this season, the coming Chapelwood re-launch and Glee.  ““This decision will strengthen us in the UK.  So far 2015 has been a really great year.  Last year was our best ever and so far we are ahead of that.”

“There has been a price war on weed killers and despite the price difference it’s good to see RoundUp holding the No 1 position despite the price difference.”

“After Scotts major Hydroponics acquisition via the Hawthorne Group in the USA, we are reaching out to younger consumers” explained Paula, “there are other acquisitions on the radar, it’s about making core gardening more accessible.  For example Grow Your Own packaged up for customers.  You will see some of this at Glee.”

As GTN Xtra headed off to catch up with the Miracle-Gro Academy team in the Chelsea Great Pavilion, Shelia signed off with a thank you to garden centres: “I appreciate their continued support.  There has been uncertainty in the market so I really want to communicate the positivity of this decision.  I look forward to wowing retailers with the Chapelwood re-launch.”