Peat is environmentally sensitive because its extraction cannot only affect the wildlife living in the area, it also releases carbon dioxide and methane gas into the atmosphere - contributing to global warming.

"The Government's aims are laudable but could compromise performance," says Westland Horticulture's technical director, Jamie Robinson. "We have been leading the way in balancing two key objectives - to reduce peat use while improving growing performance. We have implemented our own sustainable peat management scheme with the use of West+, cutting usage by 36 per cent over the past six years. As a result, we are leading the way in peat reduction by developing products that perform to an outstanding level and fulfils consumer demand."

Westland Horticulture is a member of the HTA Growing Media Initiative (GMI) elected steering committee, which was developed jointly by DIY and garden centres, DEFRA, the RSPB and the Royal Horticultural Society to manage UK horticultural peat reduction. The GMI was launched at the Royal Garden Hotel in London on 12th November, an event that attracted over 50 senior delegates from garden centres, manufacturers, DIY stores, supermarkets, Defra and the RSPB. All came to explore how businesses could work sensibly towards peat reduction and the government target of replacing 90% of peat usage by 2010. Many also recognised the opportunity to improve their environmental credentials.

Much progress has been made already in reducing the use of peat including significant industry trialling in plant production and substantial manufacturer and retailer investment in dilution and alternatives. At the launch, HTA Director of Business Development and Chairman of the GMI Tim Briercliffe pointed out that the industry is taking the issue very seriously but it hasn't fully reached the consumer's radar yet.

He commented, "The last government target of 40 percent reduction by 2005 has been achieved but despite the great strides already made by the industry, 2010 is getting closer as is the government target of 90 per cent peat reduction. We're working towards it, but there are obstacles on the way. We need to be able to demonstrate the progress we've made so far and work together to speed up the rate of change."

"Westland Horticulture has full membership of the GMI, which highlights our commitment to delivering a sustainable peat policy," explains Jamie Robinson. "We have also taken the step to include the GMI label onto our packaging, which over time will begin to have relevance to our customers."

Westland Horticulture has access to peat bogs covering 1000 hectares (2,471 acres), which is more than sufficient to cater for domestic garden use. In fact, the level of peat harvested in Ireland for energy is over eight times more than that harvested for horticultural use.

Westland will not consider the use of green waste in its composts. "We do not believe it to be environmentally sustainable from either a collection or production viewpoint and it is very difficult to get a consistent result from green waste-based material," says Robinson. "In all of our trials to date, green waste has not been performing to required levels and it will compromise the enjoyment of gardening," he adds.

"West+ is an entirely natural product and 100 per cent consistent. It does not have to be checked and filtered for foreign objects and its unique structure delivers totally consistent results. The acid test is that in independent trials products based on green garden waste do not perform anywhere near as well as those based on a combination of West+ and peat."

Edward Conroy, joint managing director for Westland Horticulture, agrees, "It is absolutely vital that gardeners are given the best possible growing medium available on the market to grow healthy trees, flowers and vegetables. Growing media is the vital link between the plant and nature and the quality of media is absolutely paramount.  As it stands at present, and in the future, peat and West+ is fundamental to our strategy."

"We are doing far better than anyone else in reducing our peat use and we will increase the use of West+ over the coming years. We keep pushing the argument forward but everyone in the industry needs to buy into it and that includes the garden press who have a massive influence on consumer choice," he concludes.

The press were recently treated to a first-hand experience of Westland's Irish peat bogs when the company invited them in November. Fourteen journalists made the journey and were impressed by the work the company is doing to reduce peat consumption. 

And to help clarify the situation for consumers Westland Horticulture has invested massively in the West+ range and its packaging. All the West+ packaging has now been refreshed, providing simple key messages and designs to enable all gardeners, regardless of skill, to choose the correct product for their needs. Consumers will instantly understand the key benefits that West+ has to offer.

At the last GLEE show, Westland Horticulture made West+ its core range for 2009. It is now available in multi-purpose compost, container and basket compost, ericaceous composts, rose, tree and shrub and peat-free multi-purpose compost.

What makes West+ so effective for both the garden and the environment is the material itself. Made from natural wood fibre, it is produced from trees grown in forests managed with the Forest Stewardship Council (FSC) scheme. Performance is not compromised - in fact quite the opposite, as the unique and patented technology allows roots to grow to their full potential, in fact in mass root trials root mass was around 50 per cent higher than those plants grown in standard multi-purpose compost.

"West+ is an additive that works in synergy with peat and actually improves the performance of peat across many areas," says Edward. "Such a development is a massive step forward in the industry. We are the clear leaders in peat reduction in the UK domestic peat market. But we do not believe it is possible for us to meet the government target of 90 per cent, although with West+ technology we are in a fantastic place to begin reaching close to that level," he adds.

Extending the West+ range even further, Westland has spent more than one million pounds to launch a reduced peat compressed bale. The new 25 litre West+ mini bales weigh up to 5.5kg and only take up one third fixture space - a fantastic advantage for both retailers and consumers. The unique size of the new West+ mini bale, with its integrated easy-to-carry handle, is designed to maximise impulse sales and bring compost merchandising indoors, even on gondola ends.

Westland believes the new pack will open an untapped market. Keith Nicholson, head of marketing for Westland, explains. "This unique concept will allow growing media to be purchased even when outdoor areas at garden centres are witnessing slower footfall."

To introduce as many people as possible to the gardening world, Westland has created banners, posters, striking point-of-sale displays, and information leaflets so garden centres can provide all the support and information their customers need in order to achieve excellent growing results.

Westland Garden Health

028 8772 7500

www.gardenhealth.com

Printer friendly version

Email this article to a friend

Bookmark this

---