Horticulture Ezine - March 2019

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Horticulture Ezine - March 2019

Horticulture Ezine - November 2018

GroMór 2019

Gro Mór 2019 Brochure (PDF)

GroMor

Building on the success of the 2018 campaign, in 2019 GroMór will continue to grow the market for gardening in Ireland. The main target audience is mature gardeners, but the aim is also to engage with 25-35 year olds, and 35-50 year olds to help the long term growth of the market. The GroMór ambassador for 2019 will be Bord Bia’s Gary Graham, well known to the public through Bloom and Supergarden.

What’s new for 2019? There will be a big emphasis on video, with ‘how to’ tips generated by garden centres, nurseries and partners, to distribute to the nearly 20,000 likes on Facebook, with a focus on getting people into garden centres and buying Irish plants. There will be opportunities for pop up nursery stands in garden centres in the two main months of activity, April and June. The focus is on local – PR tips for garden centres and nurseries, and engaging with local press and radio stations to get a good buzz going around the campaign.

There will also be an initiative to create a link between the high traffic Bloom website and the GroMór website. There will be simple GroMór gardening advice, and links back to the GroMór site  www.gromor.ie/ for more advice and details about the campaign.

Participation by nurseries in this year’s campaign has the additional benefit of supporting the other gardening promotions that Bord Bia are running. Bord Bia has substantially increased the funding for plants in the new season of Supergarden, ensuring that plants will be the focus of the gardens, as well as drawing attention to the Quality Mark on plants. There is also further investment in the plant village at Bloom, which has been re-christened the Quality Mark Plant village, and will also be promoting GroMór. Don’t be left out, get in touch and get involved.

Fill out the application form in the brochure or email Michal.Slawski@bordbia.ie.

The Bord Bia Value of the Garden Market Study 2018

Value of the Garden Market 2018 Report (PDF)

Bord Bia has engaged Ipsos MRBI to track consumer activity and spend in the amenity market every two years since 2001. The objective of the survey is to provide Bord Bia with a tool to measure and track consumer spend, channel of purchase and motivation for purchase across a range of amenity products.

The amenity sector in this survey covers the following items: Outdoor and flowering plants: Indoor potted plants Fresh cut flowers (including foliage and wreaths), Garden products: including garden treatment (eg: fertilizer, pesticides), peat/bark/soil treatment, garden accessories, BBQ equipment, garden furniture, gardening tools and equipment, garden structures.

Reporting Context

Population has grown by 26% since 2001. The number of households has increased by a third over the same period. The population is ageing – the number of 65+ has risen by 75% over this period.

Unemployment now stands at 5.4%, and is continuing to fall, albeit marginally now. New housing unit completions peaked in Ireland in 2006, but only around 19,000 private houses were completed in 2018. Supply is growing but still behind where it needs to be to meet demand. 

The average age of the first time home buyer is 34 – up from 29 in 2006. Inflation (CPI) averaged 0.27% in 2018. Retail sales (excluding the motor trade) were up 3.5% in the past year.

Since the research began in 2001, the CPI for goods has decreased, while the price of services has increased significantly. The prices of utilities and local charges has almost doubled over this time. 2018 was a challenging year weather-wise, from snow hampering the kick off of the gardening season, to prolonged heat and drought during peak season.

Market Summary

The amenity market is showing signs of growth since the last measure, particularly in the areas of indoor potted plants and fresh cut flowers, foliage and wreaths. The overall market has grown by 9% in value @ €795 million euro, while purchase occasions have also increased by 8% to 18.4 million.

Spend on outdoor and flowering plants has plateaued since 2016, after reporting significant increases since 2011. Herbs, fruit and vegetables for growing yourself are the only products which report a lift in purchasing occasions within the outdoor and flowering plants category since 2016. Consumer engagement in GYO products appears to be further expanding after a period of stagnation.

Trees and hedges, as well as herbaceous plants, recorded increases in spend compared with 2016. In both cases, the uplift was due to an increased spend per purchase occasion, rather than growth in occasions. Hanging baskets and pre-planted containers have made no further inroads this measure, either in terms of occasions or value. Nonetheless, purchasing occasions are at their highest level since measurement began in 2001.

The long term trend for convenient planting solutions is further strengthened by a resurgence in popularity for indoor potted plants. Potted plants are demonstrating the greatest level of growth in both purchasing occasions and spend of all products measured. The market for garden products is showing further growth since 2016. There are positive movements in most products.

The popularity of decks – which soared during the Celtic tiger years, seems to have waned. Spend on landscaping services is also on the increase. Spend on garden makeovers or overhauls appears to be favoured over paying for a garden designer to draw up plans for a garden.

Independent garden centres remain the single most important channel for amenity products; a quarter of all consumer spend – and almost half of spend on outdoor flowers and plants - is routed through garden centres. Spend on amenity products through discounters has overtaken traditional supermarkets, due to a much greater increase in purchasing occasions over the past seven years.

The findings of the study will be presented to industry over the coming months at dedicated industry information days and trade fairs. Notice of these events will be included in upcoming newsletters.

Bloom 2019 – An Even Stronger Connection to Horticulture

Over recent months Bord Bia have conducted a major strategic review of Bloom to ensure the continuation of the success achieved to date, reflecting Bord Bia’s newly revised strategic priorities and the changing needs of the horticulture sector (as reflected in the new BB horticulture strategy.

While the review, which is nearing completion, will map out a compelling vision to 2025 the meetings and workshops held with horticultural representatives and Bloom participants during the winter of 2018 provided the Bord Bia management team with a golden opportunity to initiate many improvements at Bloom 2019.

Commencing at this years’ show there will be greater emphasis on amenity and edible horticulture across the show with a significant improvement to the presentation of the show garden approach, Bistro Bloom and the Plant Village.

Edible and ornamental horticultural production will be showcased at the centre of the Floral and Nursery Pavilion, while the Food Village will be given a more gardenesque presentation incorporating trellis and planting at key locations such at the entrance areas.

Closer integration of key promotional campaigns with Bloom will ensure better promotion of plants on the Super Garden TV series, two dedicated nights of Bloom coverage on RTE, promotion of the Q Mark scheme at Bloom and more opportunities to include gardening experts on Bloom stages.

With plans well advanced for show gardens, post card gardens, botanical art and nursery displays, Bloom 2019 is shaping up to be another great opportunity to shine the spot light on Irish horticulture across the June bank holiday weekend.

With €10,000,000 spend on site over the five days of the show in 2018 and another €40,000,000 spend on gardening in the weeks following the show across the country we are confident that the Bloom promotional vehicle has a lot more to deliver for the sector in the years to come.

For tickets and more information visit bloominthepark.com

bloom

The Inaugural Origin Green Farmer Awards – Horticultural Producers Honoured

The Origin Green Farmer Awards were presented in December to recognise and reward the exceptional performance of its Sustainable Quality Assurance schemes for beef, horticulture and dairy. These schemes are pivotal to differentiating Irish food products in the global marketplace; participating farms meet high standards around food safety, animal health, welfare and traceability.

Twelve horticultural producers were shortlisted based on their overall audit performance in the Sustainable Horticulture Assurance Scheme since its launch in November 2017. Each shortlisted finalist was visited by an independent judging panel and were assessed across sustainability topics including crop husbandry, health and safety, farm labour, local community involvement, environmental/biodiversity measures and energy usage. These finalists are among the top performing horticultural farms in Ireland producing high quality fresh produce.

Judging for the Horticulture sector was completed by experts from Teagasc, University College Dublin and I.T. Blanchardstown.

In this, and in our next three editions of Horticulture News we will feature a full profile of the winner of each of the four Horticulture Categories; starting

Protected Crops and Fruit - Flynn’s Irish Tomatoes

Flynns Tomatoes

This is a modern and very efficient farm managed by Martin Flynn. Employing nearly 12 fulltime staff, the workforce expands to 25 during harvest. Excellent production, packing and staff facilities ensures a good working environment. Martin has invested heavily in both infrastructure and technology allowing him to both maximise and monitor yield performance and predict production forward.

Key sustainability measures:

  • Customer and supplier relationship development
  • Water Management includes rainwater harvesting and recirculation of fertigation water
  • Waste management planning includes reduced crop wastage through late season management of plant ripening.
  • Use of high efficiency boilers and extraction of CO2 from boiler exhaust used to feed plants.
  • Imbedded Integrated pest management includes environmental controls and use of advanced spraying technology

The Judges commended the positive attitude and clear understanding of the importance of farm sustainability demonstrated by the finalists. Each finalist exhibited an inherent understanding of the importance and relevance of implementing strategies to promote safe working systems for staff, increased energy efficiency, and to protecting and enhancing biodiversity and the environment on their farms through the use of modern technologies allied to well-established good agricultural practices.

The shortlisted horticultural companies spanned a wide range of produce across, Mushrooms, Field Vegetables, Potatoes, Fruits and Protected Crops and included Clune Mushrooms, Clonoulty, Co Tipperary, Danescastle Soft Fruit Farm Co. Wexford, Lisopple Apples Swords, Co. Dublin, Flynn’s Irish Tomatoes Bealinstown, Swords, Co. Dublin, Potato Category; John, David and Joe Rodgers Co. Dublin, Kilmore Potatoes Ltd Wexford, and Martin Kehoe Co. Carlow, Field Veg Category; Eamonn Murphy Co. Dublin, Leo Murphy Produce Ltd, Co. Dublin, John B Dockrell Co. Wexford, and Hilltown Growers Ltd Garristown, Co. Dublin.

Fresh Produce Retail Market Grew in Value in 2018

Fresh Produce The fresh produce category is a key element of the total grocery market which is valued at €10.7bn with fresh produce contributing close to 15% of this value in 2018. The retail market for fresh produce was valued at €1.53bn in 2018 which was a slight increase of 0.2% on 2017. This was driven by a higher average shelf price across the whole category with overall volumes marginally back by 0.1% year on year. It is likely that last summer’s severe drought which had a major impact on the growing season had some influence on this outcome. This category subdivides into fruit, which was valued at €762m, vegetables valued at €565m and potatoes, which were valued at €207m last year.

The vegetable category was the one fresh produce category that recorded a reduction in its overall value in 2018 and was back 2.6% on the previous year. While the overall average unit price for the category was actually up by 0.7% the volume sold was back by 3.2% with a lower volume purchased per buyer a key contributor.

The value of the fruit category was up by 0.7% with a higher average unit price on shelf of 1.9% across the category driving this trend and resulting in a lower volume purchased of 1.2 %. The purchase frequency by the fruit buyer remained stable at 107 purchase occasions in 2018.

The value of the potato category in 2018 was up significantly by 6.3%. The average unit price on shelf was up by 6.9% last year but despite this increase the volume purchased was only marginally back compared with 2017 by 0.5%. It was encouraging to see the overall purchase frequency for potatoes continue to increase in 2018 reaching 37 purchase occasions per annum continuing a trend of increasing potato sales at retail point over recent years. The summer drought reduced the volume of potatoes harvested in 2018 and available to the market.

Requirements for the trade of plants and plant produce with United Kingdom post Brexit

DAFM Trader Notice (PDF)

DAFM Trader Notice

For more information: https://www.agriculture.gov.ie/farmingsectors/planthealthtrade/brexit/