With the measurable enthusiasm we see online, do you think that growers and retailers should be responsive or proactive when it comes to market trends?
I think you have to put yourself in the eyes of the consumer every time. In my work with Thompson & Morgan, I found the best new products are something people could recognize, and you give them little dribbles of new elements. If the customer can relate to it, there’s an opportunity to slide in something that’s just a little bit different. Essentially, a small and relatable twist on a product that’s already existing and popular.
Alongside the “newer” audience that’s visible online, let’s not forget there is still a large demographic that don't use social media. They still go to the garden centers, and they still buy what they want to buy, and they still garden the way that they've gardened for 40 years as well. At the end of the day, we cater to a lot of different personalities and a lot of different likes and dislikes.