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WonderSOIL Executive Summary Patti Rubin: CEO, Founder & President 6355 Windy Road #1 Las Vegas, NV 89119 http://www.wondersoil.com Office: 702.360.5800 Cell: 305.490.3583 Email: [email protected]
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The purpose of this executive summary is to: raise $6MM in investment capital by selling up to 49%
of the business and up to 49% of the intellectual property portfolio; acquire a $5MM loan for rapid‐
market‐penetration and patent‐infringement‐litigation; and attain a $1MM credit line for short‐term
operational needs.
Introduction
WonderSOIL has micro‐irrigation technology that provides carbon, minerals, fungi and beneficial
bacteria for abundant soil‐life. WonderSOIL’s patented fertilizing blends, and patented compression‐
range, are primarily made from coconut‐coir (60‐70%) and compressed with worm‐castings (as well
as other nutrient rich ingredients).
WonderSOIL, due to its retention and expansion properties, has the potential to reduce freight
transportation costs by up to eighty percent, and the potential to reduce water usage costs by up to
fifty percent annually. Ultimately, WonderSOIL enhances the root system, creates a higher rate of
survival, supports more efficient seed germination, while also providing a more effective drainage
system that prevents the leeching of expensive fertilizers.
Financial Snapshot
Year 2010 % 2011 % 2012 % *2013 %
Income $512,837 100 $1,178,043 100 $1,439,009 100 $3,358,385 100 COGS 231,193 45 555,144 47 605,062 42 2,332,287 68 Gross Profit 281,644 55 622,898 53 833,947 58 1,026,698 31 Net Income (171,140) ‐33 47,849 4 206,715 14 315,440 9
‐ a manufacturing cost reduction of up to seventy percent when volume goes up. ‐ WonderSOIL owns $650K in fixed manufacturing equipment assets.
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Patent Portfolio
Five United States utility patents have been awarded (compressed, scented, reground, castings,
seeded). One United States utility patent is pending, plus a European utility patent pending for
compression nutrient rich wafers, a Canadian utility patent pending for compressed nutrient rich
wafers, and a United States patent pending for ‘Tunnel Fill’.
The utility patents are comprised of a compression process range, in combination with the ability to
mix various ingredients. In other words, no one else can combine other ingredients (other than
calcium) with coconut‐coir, and use a compression process within a range that enables raw materials
to meld together while still being able to rehydrate with any temperature water. The patents do not
cover a compression method that doesn’t enable the end product to absorb water.
Patent Infringement Litigation
WonderSOIL is currently in litigation with Scotts Miracle‐Gro (SMG) for ‘reground’ patent
infringement. Current estimates of a successful judgment will amount to approximately three
percent of the gross sales attributed to Scotts ‘EZ Seed’ and Scotts ‘Dog Spot Repair’ (as well as other
Scotts products that have infringed on WonderSOIL’s patent).
Since the settlement will be retroactive, WonderSOIL is expected to receive a cash windfall of
approximately $7MM; as well as a $2.5MM annual royalty on Scotts future sales of those specific
products.
Non‐Binding Strategic Alliances
Approximately sixty percent of current revenues are coming through the Barenbrug Seed Company.
Barenbrug Seed and WonderSOIL do a private label ‘Certain Seed’ alliance with: Ace, True Value, Do it
Best, Home Depot, and Carrefour.
The other forty percent of revenues come from WonderSOIL’s various products; including wafers,
Tunnel Fill, and the primary product ‘reground’ (with a ‘scented soil’ product line, soon to follow).
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Peat Banishment in United Kingdom
The British Government, heeding environmental concerns, has announced plans to gradually
eliminate peat from the billion‐dollar horticulture business. The British National Trust has already
stopped using peat on its lands. And the British Government is planning the removal of peat from all
British parks and public gardens by 2015; in back‐yard gardening products by 2020; and for all
commercial growers to follow suit by 2030.
Peat is partially composed plant matter, and the bogs from which peat is removed are vital
ecosystems that serve as natural stores of carbon. And it is important to remember that peat
‘mining’ is unsustainable because the healthiest bogs renew themselves at only a half‐an‐inch a
century. In fact, at the current rate of peat removal, Britain will run out of peat in a few decades,
while coconut‐coir is a ‘green’ sustainable resource.
In the final analysis, coconut‐coir, combined with nutrients, and compressed so that water expands
the mix (ie. WonderSOIL); is a much more effective, as well as a remarkably ‘greener’ alternative to
peat.
Coconut Coir Growing Medium
About 50 years ago, botanist E.P. Hume extolled the horticultural values of a by‐product of the
coconut husk fiber processing industry called ‘coir’.
Coconut‐coir consists of different parts of the coconut husk, including the outside hair‐like fiber, peat
scrapped from the inside of the husk, plus chips from the crushed husk. Traditionally, the short fibers
and dust were treated as waste, but Hume reported excellent growth when coconut‐coir was used as
a growing medium.
WonderSOIL’s mixture is made of approximately 60% coconut‐coir (imported
from India), and is mixed and compressed with many other ingredients, all of
which can be mixed to order. The other ingredients can include: worm castings,
mycrorrhizae, humus, kelp, polymers, zeolite, biosol, calcium, and much more.
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Coconut Coir Research
Alan Meerow of the University of Florida's Fort Lauderdale Research Center has traced the increasing
utilization of coconut‐coir in the last ten years, and has discovered the following: “Coconut‐coir is
similar to peat in appearance, the material is light to dark brown, tends to be high in sodium and
potassium, has a higher pH and a small amount of nitrogen (drawdown). The material holds up very
well under mist, and seems to support less algae growth than sphagnum. I've been further impressed
by the ease with which coconut‐coir rewets after it has been thoroughly dehydrated.”
India’s Coconut Coir Exports
More than 95% of the coconut‐coir exports are from Sri Lanka and India. Small amounts are exported
from Thailand, Tanzania, Mexico, the Philippines, Malaysia, Kenya, Trinidad, and Tobago. A few other
countries produce small amounts of fiber for their own use.
India coconut farming accounts for twenty‐two percent of the world coconut production, and India is
one of the major players in the world coconut trade. India has an annual production of nearly 13
billion nuts, and the crop is grown on 4.72 million acres of land. Copra processing, Coconut oil
extraction and Coconut Coir manufacturing are the traditional coconut based industries in India.
The price of the coconut in India is dependent on the prevailing price of coconut oil, which is
characterized by recurring violent fluctuations. The coconut oil price is relatively dependent on
overall supply of oils and fats in the country. The fluctuation in the price of the coconut oil
simultaneously reflects on the price of coconut.
The export of coconut‐coir has been on the rise in the last few years. It has been no different in 2012.
The product, which has found increased application in horticulture as a growing medium, clocked a
31% increase in quantity and a 49% jump in value.
Indian coconut‐coir and its products are exported to over 97 countries, with the United States being
the biggest importer. Countries like the UK, Germany, the Netherlands, Italy, Belgium, Australia,
France, Spain, Canada, Japan, Greece, Sweden, South Africa, UAE, Portugal, and Denmark are the
other major importers of coconut‐coir and coir products.
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WonderSOIL’s Reground
(Municipalities, Parks, Sports Fields, Golf Courses, and Indoor/Outdoor Farming)
Using the same grass seed, Floyd Park (representing twenty‐thousand square feet of desert) was
divided in half. The old conventional method needed 200,000 pounds of topsoil and took 30 hours
to spread. The new WonderSOIL method needed only 3,000 pounds of WonderSOIL, and took only 3
hours to spread. In addition to saving time and labor, Wonder Soil eliminated the carbon footprint of
8 trucks.
(Floyd Park: after 7 days, the difference in grass growth was highly significant.)
On an ongoing basis, the WonderSOIL test site (Floyd Park) should require up to 50% less water;
garnering a significant financial savings…
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U.S. Gardening Industry
Mintel forecasts that lawn and garden product sales will grow 20% over the next five years, reaching
a total of $45.1 billion by 2016.
However, it is important to note that spending increases in the market will be gradual, as inflation‐
adjusted growth figures show that 2016 sales (forecast at $41.3 billion) are still slightly below 2006
pre‐recession sales.
The lawn and garden market experienced a steep decline from 2008 to 2009 as Americans curbed
their spending due to the recession, but economic recovery points to the likelihood that money will
again be allocated toward this market as consumers prepare to increase curb appeal by enhancing
outdoor spaces. They may also look to improve their personal health by growing their own produce.
Lawn and garden product manufacturers and retailers face a challenge of convincing outdoor space
owners that do‐it‐yourself (DIY) projects are the better choice. They should consider minimizing the
appeal of hired lawn and garden help by creating more user‐friendly, time‐saving fertilizers, tools,
and gardening kits into the market
U.S. Housing Market
The struggling U.S. housing market is beginning to recover after years in decline, and homeowners
who have held on to their property waiting for the housing market to recover are now beginning to
prepare reentry.
Data from the National Association of Realtors (NAR) show that existing home inventories as of
March 2012 were estimated to last 6.3 months (down from 8.5 months the previous year), and that
sales prices increased by 2.5% from March 2011 to 2012. These statistics would suggest that more
homeowners are judging it safe to reenter the housing market.
And since homeowners are looking for ways to make their home stand out from the crowd, Lawn and
garden enhancements are giving homeowners a real edge. In fact, real estate agents surveyed in an
annual HomeGain.com survey estimate that landscaping improvements can increase home values by
$1,777.
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U.S. Urban Living
Data from the U.S. Census show that urban areas are growing at a more rapid pace than the overall
population. Urban areas grew by 12.1% between the 2000 and 2010 census measurements,
surpassing general population growth by 2.4 percentage points.
Further, in 2010, a larger proportion of the U.S. population lived in urban areas compared with 10
years prior (79% vs. 80.7%, respectively), suggesting that Americans are increasingly shifting their
habits to accommodate life in more metropolitan, consolidated living spaces.
These shifts may result in a significant impact on purchasing behavior in the lawn and garden
products market, as urban consumers are less likely than the average to have outdoor spaces such as
yards, lawns, or gardens (64% of urbanites vs. 79% of the average, respectively).
Instead, urban dwellers are more likely than the average to have small outdoor spaces (26% vs. 24%,
respectively), and will increasingly look for lawn and garden products to accommodate their limited
spaces.
Global Consumer Trends
Increasing global affluence, coupled with perceived insecurities and discomforts of the outside world,
are prompting many urban consumers to retreat into their homes as if they were cocoons. The effect
of this trend is evident in the gardening industry as people become more aware of their surroundings
at home.
Cocooning is well supported by the vast array of products and services available to make homes more
comfortable and self‐sufficient. Equipped with the latest home entertainment systems and
networking technologies, families are becoming in some ways more isolationist.
And Americans, in specific, are looking for more ways to balance their budgets and become health
conscious, and as such are increasing the amount of time they spend preparing and eating meals at
home. The gardening market may become increasingly significant to home cooks as a way to
incorporate healthy, fresh produce into their meals.
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In the West, interest in gardening as a hobby has increased noticeably and tends to increase with age,
thereby benefiting from ageing populations. In Europe for instance, the trend towards staying at
home during the summer vacation, rather than travelling (especially amongst the older generation),
is rising. Similarly, in Sweden, retail sales of garden structures grew as more Swedes stayed at home
in the summer as opposed to travelling, as a result of concerns about world security.
The rising economic power of the BRIC nations (Brazil, Russia, India and China) and the development
of a growing middle class mean that many more people are becoming affluent and able to make
choices and thus, there is a strong temptation among the affluent in these developing countries to
cocoon and create a barrier between themselves and the poor.
In India, home ownership is rising and gated communities are growing in popularity, with property
developers building secure apartment complexes. In China, likewise many of the residential
complexes aimed at the affluent are being built with clubs and leisure facilities included as part of the
development. So, once home, consumers find all their needs internally and as a result there is no
need to go beyond the front gate other than to go to work.
So, with the continuing rises of affluent nations' economic power, the forecast for spending on
gardening is positive and the industry is expected to grow further, as gardens will be seen as an ideal
place for home entertainment. At the same time, with large parts of developing Asia in more tropical
climates, consumers seek air‐conditioned comfort; therefore cocooners will bring their gardens
indoors, generating demand for indoor plants and accessories. Retail sales of horticultural goods are
also expected to grow, driven by consumers' desire to cocoon and improve their homes.
In the final analysis, caring for the lawn and garden remains a very popular weekend activity in the
US, which remains the largest garden care market in the world. Germans, who usually live in flats,
prefer to have plants on their balconies. Emerging countries, such as Malaysia and Brazil, continue to
post very low sales as consumers prefer to rely on professional services for garden care, while in
other countries, such as Indonesia, gardening is considered an expensive hobby carried out by the
elderly.
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Major Retail Channels
The majority of Mintel survey respondents overall are making lawn and garden purchases in person
at large home stores such as Home Depot or Lowe’s (84%).
Less than half (48%) bought products online in the past 12 months; possibly out of concern for high
shipping fees and preserving plant quality and freshness, as well as a tendency to buy more plants on
impulse than through the advance planning that online shopping requires. Retailers may be able to
increase sales among young, urban renters by introducing online and mobile sales promotions such
as mobile couponing.
There are three major retail channels: department stores (mass merchandisers, ie. Sears); do‐it‐
yourself specialists (hardware stores, home centers, lumberyards, specialty retailers, nurseries, lawn
and garden specialists); and general merchandise stores (membership warehouse clubs, ie. Costco).
Hardware stores primarily cater to the do‐it‐yourself (DIY) customer and generally serve
neighborhood markets and tailor product mixes to their individual markets. Hardware stores are
primarily independent family‐owned operations though most are affiliated with dealer‐owned or co‐
op wholesalers or merchandising groups. Lumber and building materials make up only a small
portion of sales, no more than 10%. The size and sales values are smaller than home and sales
volume per unit, and rarely exceeds one million dollars per unit.
Home Centers are also known as warehouse or “big‐box” retailers and are dominated by national
chain operations. They generally cater to the DIY customer, though 20‐50% of sales may be to
professionals. They combine a full range of home repair, maintenance and improvement products,
including lumber and building materials. Sales are at least $1 million per unit per year, although
annual volume can top $45 million per year.
Lumberyards sell primarily to professional contractors, remodelers and builders. Upwards of 75% of
business comes from professionals. Their merchandise is slanted towards this customer base, with
70‐80% of sales coming from lumber and building materials. Sales floors are generally smaller since
much of the merchandise is stocked in outside yards. Annual volume can reach $5 million+ per unit.
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Competition Analysis
WonderSOIL’s patent portfolio enables WonderSOIL to be the marketplace leader. However, for
WonderSOIL to capture the market from Scotts Miracle‐Gro, a substantial capital induction is
required.
Scotts Miracle‐Gro is the combination of two well‐established brands that have dominated the North
American lawn and garden market for decades. In our opinion, commanding market share and
unparalleled distribution capabilities have earned the firm a narrow economic moat.
Scotts' North American business, which has historically accounted for more than 70% of total
revenue, benefits from having a deep roster of successful brand names. The company's core brands,
Scotts and Miracle‐Gro, have built a solid reputation based on decades of proven performance in
delivering healthy plants and thick, green lawns.
Retail Marketing Strategies
Gardening product innovations are critical to sales growth in this market. And as the country’s
population becomes increasingly urban, retailers will have to be more inclusive with their product
offerings, marketing items suited to small‐space gardening as well as those for the yards and lawns
that are still present in most conventional outdoor areas. Do‐it‐yourself (DIY) and child‐friendly kits
are also likely to increase in popularity.
(Approximately 25 products have been designed for the do‐it‐yourself lawn and garden consumer.)
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U.S. Family Home Gardening
A majority of Mintel survey respondents who have lawns or gardens at home think gardening is
enjoyable (62%). Those from large families and those with children share this sentiment, but they
also tend to form a deeper personal attachment to gardening work.
For example, more than half (51%) living in households with three or more people say their gardens
are an expression of who they are. This sentiment is especially shared among respondents who have
multiple children in their homes, as those with two children younger than 18 agree at a rate of 56%
and those with three or more agree at a rate of 53%.
Larger families also look to gardening as a way of preserving heritage and tradition more so than the
average, especially in the presence of two or more children (48% vs. 39%, respectively).
As you can see, gardening is largely perceived as family‐oriented. Some retailers, such as Lowe’s,
with its introduction of the ‘Grow‐ums garden in a box’; have already begun to realize the profit
potential in marketing child‐friendly, small‐area gardening kits (a great opportunity).
In the final analysis, gardening could attract substantial new market activity if multigenerational
family units perceive outdoor activities in this space as ones in which everyone can play a role.
However, children should continue to be a primary focus. National initiatives (such as the annual
Spring Planting event at the White House garden), have positioned healthy eating and growing
campaigns as needing to start with America’s youth.
And remember to incorporate emotion, storytelling, and historical relevance, for this may increase
sales among parents and grandparents who are looking to connect with younger generations.
U.S. Millennial Home Gardening
While Millennial survey respondents are the most likely of the generation groups to not have any
type of outdoor space, more in this generation group than any other have household gardens (44%).
Garden ownership is especially prevalent among young Millennials (those aged 18‐24), with 45% of
this group saying they have a garden.
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More Millennials grow fruits and vegetables in their outdoor spaces, and they also have a tendency to
live in households where someone consumes natural or organic foods and fresh produce.
SinceMillennials are generally more experimental in their cooking and grilling habits, retailers should
explore new ways to target young adults with their gardening advertisements and promotions.
U.S. Small Space Owners
Small outdoor spaces, which tend to house the largest variety of plant growth, are the most costly to
maintain. Mintel’s survey data show that small‐space owners spent an average of $42 more than the
typical respondent in the last 12 months ($293 vs. $251, respectively), likely a result of their growing
a wider variety of plants in these areas, and needing to purchase more planting supplies such as soil
that are not readily available.
The data suggests that lawn and garden product manufacturers and retailers would benefit from
targeting small‐space owners (predominantly young, urban Americans) with purchase discounts.
U.S. Patriotic Power
Survey data from Gallup and the Harwood Institute show that Americans’ sense of patriotism has
grown in each of the last five occasions on which they have been measured. The share of
respondents saying they are extremely patriotic increased by 6 percentage points from 2005 to 2010
to reach 32%. Americans’ patriotic feelings can be correlated with the desire to support local
communities and purchase American‐made goods and services. The more positive they feel toward
their country, the more likely consumers may be to purchase local goods and participate in
community activities.
School Lunch Programs
The School Nutrition Association (SNA) data from 2010 show that school administrators are working
to give lunch programs a healthier bent; nine in ten are increasing the availability of fruits and
vegetables, and more than half (51%) are increasing vegetables, so they, too, may grow the market.
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Reality Television
Reality programming is becoming increasingly prevalent on TV, growing from a total of four shows in
2000 to three hundred and twenty in 2010. Rather than have a sole focus on entertainment,
however, reality programs have also grown into the educational realm, serving to teach viewers new
skills related to home do‐it‐yourself (DIY) projects. Outdoor projects have been added to the mix
through shows such as the DIY Network’s Yard Crashers and HGTV’s Gardening by the Yard,
encouraging viewers to be more enthusiastic about yard maintenance and gardening at home.
Farmers Markets
The increasing prevalence of farmers markets throughout the U.S. provides more consumers with
convenient access to fresh produce, thereby diminishing the need for consumers to tend their own
gardens. The United States Department of Agriculture (USDA) data show that 7,175 farmers markets
were in operation during 2011, a 17% growth from the previous year, and more than four times as
many as were in operation in 1994.
Private Labeling
As stated previously, approximately sixty percent of current revenues are coming through the
Barenbrug Seed Company. Barenbrug Seed and WonderSOIL do a private label ‘Certain Seed’ alliance
with: Ace, True Value, Do it Best, Home Depot, and Carrefour.
And since the Eurozone is a much more fragmented marketplace, private labeling and technology
licensing will be the most effective market penetration strategy for eventual market dominance.
Product Portfolio Diversification
WonderSOIL is considering expanding into the following marketplaces: living walls, mushroom
farming for filtering and flood control, cricket farming reproduction, hydroponic filter systems, pet
bedding, acoustic walls, biodegradable plastics, hydro‐seeding, erosion solutions, and land
reclamation.
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Production Facility
WonderSOIL’s 25,000 square‐foot manufacturing and warehouse facility resides in Las Vegas, Nevada.
Las Vegas has proven to be an ideal location due to its twenty‐four hour labor supply and low
humidity. WonderSOIL also benefits from the McCarran Airport’s international transportation hub.
Use of Funds & Ashworth Law
The $6MM investment will be used to purchase 49% of WonderSOIL’s business and patent portfolio.
The $5MM loan will be used for:
1. Expanding WonderSOIL’s sales and marketing efforts to become the market leader.
2. Hiring Ashworth Law to manage all legal issues (ie. patent litigation and business legalities).
3. Hiring Ashworth Law to manage financial and accounting processes (ie. banking and taxes).
4. Hiring Ken Ashworth as an interim CEO/COO/CFO until a qualified replacement is secured.
5. Hiring David Moore as Executive Vice President for diverse business and marketing uses.
6. Paying Patti Rubin a comparable salary as Founder and President of WonderSOIL.
WonderSOIL Valuation
Based on 2013 gross revenue projections of $3MM, WonderSOIL estimates the company value at
$12MM. Based on a litigation settlement with Scotts Miracle‐Gro of a $2.5MM annual royalty,
WonderSOIL estimates the patent portfolio value at $10MM. Making WonderSOIL worth $22MM.
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APPENDIX
Leadership Team
1. Patti Rubin: CEO President and Foundet
2. Ernie Panza: The Business Junction Consultant
3. Martin Gottlieb: Interim Director of Sales
Attorney and Broker Listing
1. Patent Litigation: John Posthumus from Sheridan‐Ross out of Denver, Colorado.
2. Patent Attorney: Bryan Pratt from Holland‐Hart out of Salt Lake City, Utah.
3. Broker/Mediator Rep: Bobby Orbach out of New York City, New York.
• http://www.linkedin.com/pub/bobby‐orbach/0/8/950
Company Contracts
*Jay Gee receives five percent of ‘reground’ patent sale / licensing and net profits.
*If sold: Patricia Lesavoy receives one percent or stays on and receives a smaller percent.
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Gardening in the United States
Caring for the lawn and garden remains a very popular weekend activity for many US households.
According to data from the National Gardening Association, over 70% of US households spend time
and money taking care of their lawns and gardens. At the same time, some consumers consider
these activities to be arduous and not enjoyable. In these cases, the hiring of a lawn service
professional is common. The choice of do‐it‐yourself (DIY) versus hiring professional help also varies
significantly depending on the particular project in question. Some tasks, such as the installation of
underground sprinklers, require significant amounts of labor and expertise, and are therefore more
likely to be completed by a professional. There is also variation by demographic group, as older
consumers are more likely to hire professional help due to their higher levels of disposable income
and potential physical limitations.
• Gardening increases by 5% in current value terms in 2011, to reach US$33.5 billion.
• Continued economic recovery leads consumers to resume spending on gardening products.
• Horticulture sees the fastest growth in 2011, with current value sales increasing by 6%.
• Scotts Miracle‐Gro maintains its leading position in gardening in value terms in 2011.
• Gardening is projected to increase by 7% in the forecast period 2011‐2016.
U.S. Gardening Trends
In 2011 retail value sales of gardening products continued their post‐recessionary rebound, growing
by 5% in current value terms. With the onset of one of the worst economic recessions in US history in
2009, many consumers viewed gardening products as a discretionary purchase which could be cut as
budgets tightened. As a result, current value sales of gardening products fell by 8% in 2009. Moving
forward, however, consumers slowly began to regain their confidence throughout 2010 and 2011. In
this environment, people were once again willing to resume spending to maintain their lawns and
gardens. Retail current value sales in gardening, as a result, climbed by 3% in 2010, and by 5% in
2011, and had returned to their pre‐recessionary (2008) levels once again in 2011, reaching US$33.5
billion.
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Horticulture was one of the fastest growth categories in gardening in 2011, with sales increasing by
6% in current value terms. In addition to recovering from the recession, horticulture benefited from
a growing propensity for consumers to use plants and vegetation to enhance the appearance of their
homes on both the inside and the outside. This generated demand for indoor houseplants, outdoor‐
seeds, bulbs and lawn products. In addition, consumer trends favoring fresh fruit and vegetables,
which are locally grown, helped to boost demand for domestic vegetable gardens.
Garden care products are widely used by consumers to ensure that their homes are surrounded by a
healthy and beautiful lawn. Products such as weed control, pest control and fertilizer are typically
applied in the spring to ensure that the grass grows back green, and is not filled with unwanted
insects or weeds. Of these, fertilizer is the largest category, accounting for retail sales that were as
large as pest control and weed control combined in 2011.
Within garden care, however, soil is by far the largest category, with value sales surpassing US$3.5
billion in 2011. An important part of this success stems from mulch, which is commonly used in
landscaping around shrubs, bushes and flowers, and can even serve as a grass alternative that
requires minimal upkeep. Potting soil is another important segment of the soil category, as it is
commonly used in gardening and for indoor decorative plants.
The retail distribution of gardening products is dominated by DIY, home improvement and garden
centers, which accounted for a value share of 69% in 2011. Within this channel are home centers,
garden centers, outdoor power equipment stores and other specialty outlets. Consumers still widely
favor these outlets for their wide product assortment, knowledgeable staff and reputation for
expertise in this area.
Despite this dominance, the onset of the recession in the US helped to drive some consumers to the
lower‐priced hypermarkets channel in an attempt to stretch their budgets, whilst retailer Wal‐Mart
made efforts to promote its garden department. As a result, the value share of gardening products
sold through hypermarkets increased from 6% in 2007 to 7% in 2011. Mass merchandizers, by
contrast, struggled with their gardening product offerings, which led retailer Target to announce in
mid‐2010 that it was planning to phase out its garden department entirely.
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Manufacturers and retailers of gardening products recently shifted their promotional efforts to digital
marketing. As consumers are spending more time on their smartphones, gardening companies have
been eager to develop applications which can further develop their brand equity. Retailer Lowe’s, for
instance, rolled‐out a free “Creative Ideas” app which shares ideas and “how to” instructional videos
with consumers. Category leader Scotts Miracle‐Gro also followed this trend, launching its Ortho
Problem Solver app in 2012. This app helps consumers to identify problems with their lawns and
gardens, and find relevant solutions. This type of marketing is likely to increase in importance as
smartphone penetration rates continue to grow in the US.
U.S. Gardening Landscape
Scotts Miracle‐Gro retained its position as the largest player in gardening, with a value share of 8% in
2011. Scotts competes exclusively in garden care, in which it was the dominant player with a value
share of 39% in 2011. The company is truly the dominant player in the fragmented garden care
category, in which the next closest player (Central Garden and Pet) held a value share of 4% in 2011.
Scotts markets a series of well‐recognized brands, including its namesake Scotts brand, Miracle‐Gro,
Ortho and Round‐up. In addition to strong efforts at brand marketing, Scotts also attained its
position by focusing on its retail distribution network. The company’s most vital channel is home
centers, such as The Home Depot and Lowe’s, which remain the largest and most important
distribution outlets for garden care.
In 2012 Scotts Miracle‐Gro launched its new “Snap Pac” of both lawn fertilizer and grass seed. This
new application system uses a bag which is snapped directly on and locked into a spreader. With the
slogan “Snap, Lock and Go”, Scotts markets this system as allowing consumers to avoid lifting,
measuring and pouring out of large bags into a lawn applicator. By making the application of fertilizer
significantly easier, Scotts hopes to reach out to a consumer demographic which is reluctant to buy
and use fertilizer regularly. Initial reviews of the product have been successful, and Scotts is
aggressively marketing the product, which appears to be headed for success in 2012.
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U.S. Gardening Prospects
The future for gardening in the US looks bright. As the baby boomer generation in the US ages and
becomes “empty nesters” as their children leave home, many will turn to gardening and yardwork as
a popular hobby. In addition, after the crash of the housing market led to lower house prices in the
US, many consumers have come to realize the added‐value that an attractive yard, landscape and
garden can give to a property. These factors, in conjunction with rising incomes and consumer
confidence stemming from economic recovery, should drive value sales in gardening over the
forecast period. For these reasons, gardening is projected to increase by 7% in constant value terms
between 2011 and 2016.
One potential threat to continued growth in gardening stems from consumers who remain either
apathetic or lack confidence in taking care of their lawn and garden. Should this group of consumers
continue to grow, companies will need to find a way to bring them into the lawn care aisle. In
addition to marketing and consumer education, companies can benefit by making their products
simpler and easier to use. This will make yard‐work less complicated, and may encourage those
consumers who are “on the fence” to try a new product.
Within the US, regional trends will remain vital to the future performance of gardening. Regionally,
the US Census Bureau has projected that the population in the South and West will increase by 43%
and 46% respectively between 2010 and 2030, compared with growth of only 8% and 9% in the
Northeast and Midwest, respectively. The relative climate patterns of these regions will be crucial to
future growth in gardening, as these areas tend to have longer summers and require more spending
on lawn care. This should have a positive effect on value sales of gardening products in the US.
Demographic trends are also vital in terms of the expected future performance of gardening. The US
Census Bureau has projected that the percentage of the population of Hispanic origin will increase
from 19% in 2010 to over 43% of the population by 2050. This will fundamentally reshape the way in
which companies market to consumers. Category leader Scotts Miracle‐Gro, for instance, has already
tailored its marketing efforts to reach the Hispanic population in the US. With bilingual in‐store
displays, digital campaigns targeted towards this consumer group and regional marketing efforts to
areas densely populated by Hispanics, the company is diligent in attracting this vital consumer group.
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Gardening in the United Kingdom
The gardening category has weathered recent economic uncertainty more robustly than many other
areas of the UK economy. The resilience of recession and wellbeing‐related trends such as grow your
own and indoor plant purchasing, along with an ageing UK population, means that the category has
been better placed to hold its own during the downturn. However, industry sources express the
belief that economic factors are finally showing signs of striking the category.
• retail value sales of gardening grow by 2% in 2011 to reach £4.2 billion
• grow your own sustains growth despite wavering consumer confidence
• horticulture remains the largest; and private label leads in many areas
• gardening is expected to see 1% constant growth to reach £4.5 billion by 2016
UK Gardening Trends
At 2% value growth in 2011, the category outperformed its historical current value CAGR of 1% over
the 2006‐2011 review period. This is mainly due to the more damaging impact on consumer
spending at the height of the credit crunch. Many categories, particularly garden care and
horticulture, witnessed significant value growth in actual terms during 2011.
The key trend in 2011 was the resurgence of the value consumer. As a result of ongoing economic
instability, people are increasingly looking at both price and quality and have begun to return to
branded products. This has impacted on the presence of private label in many categories whilst also
resulting in price pressure and declining volume growth in several areas.
The grow‐your‐own phenomenon is frequently referred to by industry sources as a key driver of
growth within several categories in gardening. It sprang from an increased emphasis in the UK on
healthy living and quality of life, as well as negative media coverage of the use of chemicals and
genetic modification in food production. An associated factor is the perceived economic benefit of
being, at least partially, self‐sufficient. However, according to the Horticultural Trade Association, this
is very much of secondary significance, which suggests that the trend will continue to be influential
even if economic conditions improve.
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The garden care category remained steady throughout the review period and experienced value
growth of 3% in 2011 to reach £378 million. Private label has a significant presence within the
category as a whole, in keeping with several categories within gardening but lost value share in 2011
to branded alternatives as consumers prioritized the perceived value option over selecting simply the
cheapest product. Some industry sources believe that the grow‐your‐own phenomenon, which
helped to buttress the category, has plateaued but there is little evidence of a significant decline in its
popularity.
Horticulture remains by far the largest category by value and helped to maintain the relative strength
of the industry as a whole over the review period. The robustness of the category is due to the
demand for grow‐your‐own products along with the purchasing of indoor decorative plants as people
spend more time in their homes either for economic reasons or as members of the country’s growing
retired population.
The DIY, home improvement and garden centers channel remains the predominant distribution
channel in the gardening category at a 76% share. However, over the review period it lost two
percentage points of value share and this trend is set to continue. The grocery channel at 12% share
is the next most significant and gained two percentage points over the review period. Internet
retailing is also growing rapidly at 5% share in 2011, particularly in horticulture.
UK Gardening Landscape
Private label remains predominant in the category as a whole due to the pre‐eminence of so‐ called
‘DIY Sheds’ as distribution channels. However, across a range of categories, branded products have
been regaining share as a result of product innovation and the willingness of consumers to shop for
genuine value, ie considering both quality and price point in their purchasing decisions.
As an example, The Scotts Company (UK) Ltd saw its share of the £255 million growing media
category increase from 21% to 22% from 2010 to 2011, largely at the expense of private label
alternatives. It has managed to generate this traction with consumers by a combination of product
innovation, advertising and the streamlining of its distribution network. In 2011 the company
announced that its Patch Magic lawn seed product had gained significant share and that the company
was planning to invest £7 million in a television advertising campaign in support of its brand portfolio.
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In general, the shape of the competitive environment in gardening is slightly obscured by the fact that
the largest overall category, horticulture, is highly fragmented with no clear leaders. This is due to
the high number of independent garden centers present plus the relatively late arrival of multiple DIY
sheds as distribution channels.
UK Gardening Prospects
An ageing population, along with the expected continuing solidity of the horticulture category and
tendency to grow your own, will ensure that gardening continues to expand. Industry sources
suggest that the economic climate may see some impairment of spending in gardening; however, this
is likely simply to curb growth rather than lead to decline. Industry players can help to strengthen
performance still further by developing product‐areas which are less seasonally sensitive and thereby
mitigating the industry’s vulnerability to erratic weather patterns.
According to industry sources, consolidation is expected to be a significant factor during the forecast
period as internal and external players as well as private equity groups look at acquiring garden
center retail outlets. At the end of March 2012, the strongly performing Garden Centre Group, up to
then majority owned by Lloyds Banking Group, was acquired by the private equity firm Terra Firma
Capital Partners, at a valuation of around £276 million. It is also possible that retailers such as Tesco
(who already own the Dobbies Garden Centre chain) or Asda may seek to expand their presence in or
enter the market through purchases of smaller, independent operators.
In general, the highly lucrative horticulture category is a resilient one which benefits from an ageing
UK population as well as the strength of the sales‐driving grow‐your‐own phenomenon. Despite some
debate about the extent to which the grow‐your‐own phenomenon has peaked, industry sources do
not predict any significant decline in the value of the trend over the forecast period.
According to trade interviews, the UK’s economic climate poses a threat to the category’s growth
over the forecast period with some sources suggesting that although the category has been resilient
during the recent downturn, there may be a lagging impact on gardening. Without recovery in
overall economic performance, this could lead to sluggish or no growth within the category as
consumers increasingly shop on value or deprioritize altogether the purchase of gardening products.
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UK Growing Media Market
Competition is heating up in the UK growing media market as new entrants and private label step up
their challenge to incumbent brands like William Sinclair, Westland, Scotts and Miracle‐Gro. With
consumers increasingly value‐conscious, margins are coming under pressure, while the prospect of a
peat‐free future poses longer‐term challenges.
Real value sales in the UK growing media market fell by 6.6% between 2007 and 2012, to US$441
million. The bulk of this decline came during 2008 and 2009 as the global economic downturn helped
to tip the UK into recession. However, since 2009, real value sales have progressively stabilized. This
stabilization has been greatly aided by the grow‐your‐own trend. This has been driven in large part
by an increased emphasis on healthy living and quality of life, in addition to negative media coverage
of the use of chemicals and genetically modified organisms in food production.
On the other hand, many consumers remain extremely value‐conscious, inhibiting any recovery in
value sales, and this is putting downward pressure on prices in a category where private label has
consistently accounted for more than 40% of value sales in recent years. One of the major private
label suppliers is Liverpool‐based White Moss. In addition to its peat‐based products, the company
also markets Newlife, a range of brands that it claims are made from "100% recycled green materials
and organic forestry matter" and represent a "sustainable alternative to traditional garden products
such as peat, top soil and bark/mulches".
Meanwhile, Bord na Móna, an Irish state‐owned company which harvests peat from the extensive
raised bogs of the midlands of Ireland (where much of the peat used in the UK market derives from)
launched the Growise brand of "peat diluted" media products in the UK during 2010 and expanded it
in 2011. This range of 37 products contains a minimum of 25% green compost derived from such
material as grass cuttings and hedge clippings, playing to the growing environmental awareness of
many gardeners.
Euromonitor International predicts that real value sales of growing media in the UK will expand by a
modest 2.8% between 2012 and 2017, to US$454 million, with branded products likely to come under
increased pressure from private label unless they can find some way to make their offerings stand out
in an increasingly crowded market.
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Gardening in Canada
Gardening in Canada is generally viewed as a pleasant pastime for those who have access to gardens,
be it a full‐scale garden in the back or front yard or small plant area on the balcony of a
condominium. However, with a growing proportion of Canadians (currently over 80%) living in urban
centers as well as an increasing proportion of Canadians choosing to live in condominium complexes
as opposed to standalone houses, gardening is being faced with a growing challenge of adapting to
new conditions and gardening trends.
• Gardening in Canada grows by 4% in current value in 2011 to reach sales of C$4.7 billion.
• Growing media registers the highest current value sales growth of 7% in 2011.
• Prices remain largely constant as retailers practice promotions to encourage customer traffic.
• Over the forecast period, gardening is expected to grow by a constant value CAGR of 2% to
reach total sales of C$5.2 billion in 2016,
Canada’s Gardening Trends
The growth of the environmental movement in Canada’s many cities has begun to create flourishing
urban gardens where city residents are able to partake in gardening activities as well. Cities such as
Ottawa featured over 20 large community gardens at the end of the review period, while Vancouver
implemented the Green Streets program to create over 300 sites throughout the city for urban or
community gardens. While those who have land or who have created gardens in and around their
homes largely pursue the activity for aesthetic purposes, the movement for Canadians to grow their
own food is becoming increasingly popular, thereby potentially rendering a helping hand to
gardening’s sales.
Inconsistent summer weather throughout Canada in 2011 had an impact on gardening in the country,
yet sales improved year‐on‐year. Overall, the segment witnessed an improvement in sales that
signified some rebound from the recession as Canadians spent more money on gardening equipment.
In the end, Canadians are steadily spending again as employment begins to strengthen and Canadians
became more comfortable with spending money on household‐ related items.
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Growing media was the fastest growing segment in 2011 at 7%, continuing its strong performance
from 2010. While not all Canadians have easy access to gardening, the growth of this segment
demonstrates that those who do take particular care to ensure that their gardens are able to grow
quickly and robustly over the short Canadian growing season. Garden care is also used by Canadians
regardless of the size of their garden and plant area, be it a balcony or a large yard of a standalone
house. Fertilizers and soil comprise the majority of garden care, but plant protection is also growing
in popularity among gardeners.
The primary distribution channel for gardening is Canada’s principal DIY, home improvement and
garden centers. Retailers like Home Depot Ltd, Rona Inc and Canadian Tire Corp, accounted for over
55% of total sales for the channel in 2011. Grocery retailers held 11% value share, with gains coming
from the repositioning of Walmart stores in Canada into Walmart Supercenters, which drive grocery
hypermarket format. However, with the recent launch of Amazon.com’s new “tools” site, this may
start to steal share from store‐based retailing as e‐commerce in Canada continues to grow.
Canada’s Gardening Landscape
Gardening is dominated largely by international brands and manufacturers. As Canada is not well‐
known for manufacturing products of this nature, the majority of these items are produced in the US,
Japan and Germany. Companies such as Gardena Canada Ltd, Weber‐Stephen Products Co and The
Scotts Co are some of the largest manufacturers of these products and hold a strong position.
In the garden care segment, one of the key Canadian manufacturers is Premier Tech Home & Garden
Inc, which carries a number of products in growing media under fertilizer. Yet this is a rare example
of a Canadian company having a strong presence in the category.
There are several leading companies within gardening which operate in various segments. The
popular German‐based tools company, Gardena, is prominent in gardening power tools, lawn
mowers and watering. The company is present in nearly all of Canada’s top home and garden
specialist retailers such as Home Depot Inc, Canadian Tire Corp and Sears Canada Inc and occupies a
significant presence in these stores.
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Scotts Miracle‐Gro (SMG) experienced the biggest increase in current value sales, within soil under
growing media, growing by 6%, and reaching total sales of C$75 million (the company’s total sales in
growing media stood at C$184 million). This is due in large part to an increased emphasis by
Canadians on better care for the plants and gardens in the form of soil and fertilizers in order to take
advantage of short Canadian summers.
In large part, the most successful brands in gardening are those that appeal to the middle‐income
consumer. While not all Canadians have access to garden space, those who do either live in rural
areas or are middle to upper‐income Canadians.
Canada’s Gardening Prospects
Over the forecast period, growth in gardening is expected to achieve a constant growth of 2%, with
total sales reaching C$5.2 billion by 2016. This growth is a significant improvement on the review
period as the Canadian economy slowly works its way out of the recession of 2008‐09. A key
development over the forecast period is that, if the economy remains healthy, Canadians will return
to investing in their homes and gardens in order to improve the aesthetics of their properties which
will lead to increased investment in this category.
The review period witnessed one of the worst economic crises in recent history and with gardening
being a largely luxury area of the home for many Canadians it suffered due to the economic troubles.
With the Canadian economy rebounding, it is expected that Canadians will be dedicating more of
their disposable incomes to exterior improvements to their homes.
The principle threat to the growth of gardening is the performance of the Canadian economy and,
more specifically, housing in Canada. With a number of large banks and economists beginning to
speculate on a potential correction in the housing market, this could hinder the growth prospects for
gardening as Canadians seek to save their disposable incomes rather than to invest in gardening
products. Further to this, if urbanization increases among Canadians this could also slow the sales of
gardening, as many Canadians will be living in areas without ready access to gardens. Of new housing
starts in Canada, condominium developments are among the largest, thus limiting the possibility that
these new homes will have possible gardening space that could damage future sales of the category.
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Canada’s ageing population might be expected to have a short‐term benefit to gardening as the older
segment of the population is more inclined to participate in gardening. However, in the longer term,
this may prove to be a threat to the sales of gardening as it will leave fewer potential customers in
the future as ageing Canadians will find it increasingly hard to do extensive gardening and will resort
to smaller jobs and smaller plant areas. Manufacturers and retailers of gardening equipment should
consider developing products that are lighter and easier to handle as well as focus on those potential
areas of gardening that older Canadians will be more likely to turn to in the coming years.
Growth over the forecast period for the various segments of gardening is expected to be relatively
similar, with most areas growing between 2% to 3%. Gardening equipment is anticipated to witness
one of the slowest growth with a constant value CAGR of 2%, along with sheds, as consumers may be
less inclined to buy new gardening tools and equipment and will instead focus on other areas. The
strongest growth will be seen by growing media, with the segment having a CAGR of 3% on the
strength of better fertilizer and soil sales as consumers renew their focus on gardening and
horticulture. The latter will see a somewhat slow rate of growth as the focus is likely to be on small
plants, due to prevalent trend towards smaller condo‐type dwellings as opposed to single‐family and
larger homes with back and front yards.
A common trend throughout Canadian retailing is that of discounting and price competition among
retailers. It is expected that this may become an increasingly regular method of competition among
retailers and manufacturers marketing and selling home and garden products. Within gardening, this
is likely to come from the larger retailers such as Home Depot Inc, Lowes Canada and Rona Inc.
While gardening is an important category for Canadians, it’s being dominated by international
retailers. For instance, the recent acquisition by Canadian Tire Corp of the Forzani Group, which is
one of Canada’s largest manufacturers of sporting goods, may signal Canadian Tire is seeking to move
out of home and garden specialist retailers to focus on other areas. The reason for this is likely due to
the seasonal nature of gardening which is not a consistent revenue generator throughout the year.
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Gardening in the Netherlands
The modern garden in the Netherlands is mainly seen as a very social space to spend time with family
and friends, mainly during the summer months. Most people prefer a garden that looks neat and
tidy, but is easy to maintain. Convenience has become a major concern as people want to spend as
much time relaxing and as little time doing maintenance. This is also why convenience and the trend
towards the garden as an additional room to the house are two major drivers of the growth for
gardening.
• In 2011, current value sales of gardening grow by 2% to total EUR1.2 billion,
• Pots and planters grew the fastest in 2011 with an increase of 3% in current value terms,
• Horticulture also performs well in 2011.
• Private label holds largest value share of 56% in 2011.
• Gardening is predicted to remain more or less stagnant.
Netherlands Landscape
Private label is the major force within gardening and the economic recession only seemed to have
helped to strengthen its position. P rivate label continued to account for the largest proportion of
sales in Dutch gardening accounting for 56% value share. Many segments within gardening, such as
for example horticulture, almost exclusively carry brands from the retail outlet they are sold through,
as they are not commonly branded products (for instance horticultural goods) or because chained
garden centers and DIY stores prefer to give distribution to their private label ranges. This means
that retail brands such as Intratuin, IKEA, Praxis or Gamma dominate gardening.
Retail brands such as Intratuin invest a lot of money into the development of their brands in order to
strengthen their full private label range as well. Intratuin ranked first in 2011 with 14% of total value
sales. Intratuin currently operates 53 outlets in the Netherlands, with a further five in Belgium,
offering both branded and private label across gardening, home wares and pet care products.
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Netherland’s Gardening Prospects
The forecast for gardening is very varied. There are segments which are expected to perform very
well, while others are predicted to suffer from the struggling economy and are likely to register a
decline.
The economy is expected to continue to struggle and for the first few years of the forecast period
consumers have been warned that they will have to face difficult economic circumstances. The Euro
crisis and other economic difficulties are likely to have a negative impact in 2012 and beyond. And as
consumers are faced with increasing taxes and lower incomes, they are likely to be very careful with
their spending on gardening as well.
The forecast for garden sheds is reasonably positive; this segment proved to be reasonably recession‐
proof with consumers willing to spend more on sheds as they contribute to the idea of improving the
garden as an additional living space. This will help garden sheds to limit the loss of value in 2012 and
achieve growth in the second part of the forecast period.
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Scotts Miracle‐Gro
Introduction
Scotts Miracle‐Gro (SMG) is a market leader in lawn and garden care. The firm manufactures and
markets a variety of plant nutrients and pesticides under the Scotts, Miracle‐Gro, Ortho, and
Roundup brand names. Its products are carried by large retail chains throughout North America and
Europe; thus garnering SMG extensive distribution channels.
SMG’s combination of economy and efficiency in Scotts' innovation is expected to strengthen the
company's leading position in the global gardening market. With an 18% value share of garden care,
Scotts maintains a considerable lead over the category's second‐largest manufacturer, Bayer AG (3%
share).
As the Expand 'n Gro range transcends a new frontier in convenience and 'green thrift' in garden care,
other category players will need to consider their own strategies for innovation and product
development if they hope to remain competitive in the global gardening market.
SMG Profile
Scotts Miracle‐Gro is the combination of two well‐established brands that have dominated the North
American lawn and garden market for decades. In our opinion, commanding market share and
unparalleled distribution capabilities have earned the firm a narrow economic moat.
Scotts' North American business, which has historically accounted for more than 70% of total
revenue, benefits from having a deep roster of successful brand names. The company's core brands,
Scotts and Miracle‐Gro, have built a solid reputation based on decades of proven performance in
delivering healthy plants and thick, green lawns.
Scotts has more than 50% share in the U.S. lawn and garden market, with the number‐one position in
every major category. By investing about 5% of sales into marketing these products annually, the
company has captured 85% of total media exposure in the industry, making its merchandise the only
option in the minds of many consumers.
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In 2009, more than 50% of total sales were to Home Depot, Lowe's, and Wal‐Mart. With Scotts' huge
dependence on these retailers, the loss of these customers or a reduction in orders would adversely
affect revenue. However, Scotts has made itself a preferred partner of these retail giants by driving
store traffic with consistent ad spending, improving retailers' inventory turns through better in‐
season delivery, and providing in‐store representatives to help push sales of Scotts' products. These
working relationships have allowed SMG to pass on price increases to its much larger customers,
which is a rare phenomenon for suppliers of these companies.
In addition to its core North American business, Scotts has been expanding into European and
emerging markets over the past decade. While the company has struggled to establish a wide
distribution network internationally and had difficulty selling its products because of differing
consumer preferences, SMG has finally found the right recipe with its new organic product lines.
Most recently, Scotts has begun to provide private‐label fertilizers to retailers such as Wal‐Mart and
Home Depot.
SMG Market Risks
SMG is susceptible to highly volatile input costs linked to fluctuating natural gas and urea prices,
making profitability in these lines difficult to predict. Tighter environmental and public health
regulations could increase the cost of production. Also, demand for lawn and gardening products is
extremely sensitive to weather patterns, and unfavorable gardening conditions can harm sales.
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Central Garden & Pet Company Pennington Lawn Care
Founded in 1945, Pennington Seed was a small feed and seed store located in Madison, Ga. Since the
company's founding, Pennington Seed has grown into a multi‐million dollar organization, employing
more than 1,000 associates and 16,000 dealers worldwide. Pennington is one of the largest
manufacturers, producers and distributors of lawn, garden and turf care products in the world, with
manufacturing facilities, observation nurseries, and quality control labs located across the country.
Pennington is owned by Walnut Creek, California‐based Central Garden & Pet Company (CENT;
founded in 1980) was founded as a distribution company.
Central Garden Distribution is a national garden supply distributor with eleven regional warehouse
facilities located across the United States. CENT distribution ships to all 50 states utilizing a private
fleet and partnered carriers to ensure our customers access to one of the largest selections of garden
consumer products both CENT Branded and from over 400 garden product manufacturers.
Now, through a combination of strategic acquisitions and internal investment, CENT has evolved their
business into a portfolio of leading brands in the Lawn and Garden and Pet supplies industries.
CENT has partnered with various universities and acquired the largest private grass seed research
facility in the United States, ‘NexGen Turf Research’, to enable CENT to research the best grasses
science can deliver (39,000 acres of grass farms in Oregon).
New Product Release
Pennington Seed has enhanced its Pennington ‘1‐Step Complete’, a pre‐mixed combination product
(seed, mulch and fertilizer) that is specially designed to easily patch and repair troubled lawn areas.
Pennington 1‐Step Complete now features proprietary mix of multiple fiber sources, biopolymers and
biostimulants to ensure seeds stay in place, germinate and produce deeper, healthy roots.
The Pennington ‘1‐Step Complete’ offers the same proprietary technology that hydroseeding
professionals use. When watered, the mulch forms a protective layer over the soil to help retain
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moisture during the critical seed germination and establishment stages. The tackifier in the mulch
keeps the protective layer in place so seeds will not wash away on small hills and slopes or during
heavy rains.
Pennington ‘1‐Step Complete’ also contains Pennington ‘Smart Seed’, which was developed for
drought tolerance, requiring up to 30 percent less water year after year versus common seed. Every
bag of Pennington Smart Seed contains pure seed and no filler, fungicide or heavy coating.
Each seed is further enhanced with Pennington's exclusive MYCO Advantage seed technology, which
helps to introduce beneficial microorganisms that attach themselves to the emerging seed roots for a
denser, deeper root system.
Specialized variety mixes of Pennington ‘1‐Step Complete’ are customized to specific climates to take
the guesswork out of mix selection. Varieties include: Tall Fescue Areas, Sun & Shade Areas and
Dense Shade Areas.
Pennington Smart Seed comes in both traditional variety mixes (Perennial Ryegrass, Kentucky
Bluegrass, Tall Fescue and Fescue/Bluegrass), as well as specialized blends or mixes that are
customized to specific regional climates. Varieties include: Sun & Shade, Dense Shade, Northeast
Mix, Midwest Mix, Pacific Northwest Mix and Pennsylvania State Mix.
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Jiffy Products International B.V. Jiffy Products International B.V. produces plant propagation substrates, substrate systems and
related horticultural products. The company is based in Moerdijk, the Netherlands. Jiffy Products
International B.V. operates as a subsidiary of Jiffy International AS. Jiffy International AS operates as
a subsidiary of Johan G. Olsen Shipbrokers A/S.
Headquartered in Norway, Jiffy International is a leading supplier of plant propagation systems. Jiffy
products simplify transplanting and ensuring the rapid growth of healthy plants for growers and
gardeners worldwide. Jiffy has operations in Sweden, Estonia, Sri Lanka, Japan, Denmark, France,
Germany, Norway, Netherlands, Spain, the UK, the United States and Canada.
Jiffy International AS manufactures and distributes plant propagation systems for transplanting. It
provides growing media, media containers, seeds, and other products for the cultivation of plants.
The company offers Jiffy peat pot, which allows the roots to penetrate the pot wall; Jiffypot, a bio‐
degradable plant container for the horticultural business; Jiffy‐7 pellet, a container and media in one
concept for horticultural propagation applications; JIFFY‐7C pellets to aid grower propagating under
stressing climatic conditions and to avoid water logging of the rooting media; Carefree pellet, a
combination of tray and strip to work with various automation equipment in the horticultural
environment; and Preforma systems and plugs for nursery propagation.
Jiffy also provides special nursery designed propagation systems; Jiffystrip, a band of various pots;
Jiffy Polypack, the individual Jiffy pots pre‐loaded in an insert that fit existing tray system to handle
various pots at the same time; Jiffy Bump‐Up block to root three cuttings for bumping these up in one
labour saving move to next size container for nursery propagators and landscapers; and bedding
plants, pot plants, and perennials.
In addition, the company offers production equipment and trays for seeding, setting out, and
pruning, as well as engages in the production of raw materials, substrates, potting soils, and
propagation products; and the sale of raw materials and components to the substrates industry. It
serves agricultural, horticultural, silvicultural, home garden, hydroponic lettuce, and herb growers
worldwide.
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Jiffy Acquisitions
After the acquisition of Preforma Plant Plug based in Hoek van Holland the Netherlands (2002), Jiffy
became a world leader in providing growers worldwide with state of the art propagation systems.
Besides the Preforma facilities in the Netherlands and the USA, new Preforma factories were opened
in Spain (2006) and Japan (2007). The need for quality inputs, especially peat and specialty mixes for
Preforma, made Jiffy embark on a mission to become basic in peat and substrates. And in 2008 Jiffy
International AS acquired TREF BV, a leading substrate company based in Moerdijk, the Netherlands.
Jiffy Coconut Coir
As coir became an attractive media for the horticultural industry, Jiffy explored the possibilities
available of adding a line of sustainable coir products to its line of propagation media. The decision
was taken to build a Jiffy‐7 pellet factory in Sri Lanka and add a line of Jiffy‐7C coir pellets to Jiffy’s
product line‐up.
In 2004 the new Jiffy factory was opened in Mirigama , Sri Lanka, starting out with the production of a
brand new Jiffy pellet, the Jiffy‐7C. Over the years the Sri Lanka factory has grown out to a full
fletched Jiffy production site, offering many innovative grower solutions all made of RHP quality coir.
Besides Jiffy‐7C pellets the factory specializes in producing top quality hydroponic media, a line
consisting of both grow bags (Jiffy Growbag) and grow blocks (Jiffy Growblock) made from RHP
certified coir.
Jiffy History
The Jiffy ‐7 peat pellet was introduced in the market in 1967 and manufactured in Stange Norway (it
all started out as a single 46mm peat pellet, and by 1979 total production had reached 200 million). In
1982 the Jiffy‐7 pellet production started at the factory in Canada, the 46mm pellet was reduced in
size to 42 mm, later becoming the famous '703' pellet known all over North America.
The Jiffy‐7 pellet production in Canada proved to be a success for Jiffy, as Canada introduced the
'double height' forestry pellets in 1983, and the 30mm 'mini' pellet in 1986. The Jiffy‐7 was now
available in two diameters, Regular and Mini, as well as two types: horticultural and forestry.
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Jiffy Today
Today billions of plants all over the world have been started in a Jiffy. The 'regular and mini' size has
given way for a vast array of diameters, available in different heights and choice of tray or strip.
Different versions of peat, coir, peat/coir blends as well as many in‐between options and tailor made
options are offered to the professional grower worldwide.
Jiffy is now able to serve its customers ‘from start to finish’. The Jiffy‐7 pellet propagation systems,
superior Hydroponic systems, Biodegradable pots, the unlimited flexibility of Preforma, superior
paper pot mixes, nursery propagation systems, specialty propagation substrates and quality
substrates to finish the product‐line off.
Outside the horticultural field Jiffy has built a name and reputation in forestry and bio‐fuel markets as
well, offering a wide array of systems for propagation of forestry seedlings that, due to innovative air‐
pruning trays, are proven best performing in many forest stands and plantations around the world.
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Premier Tech Canada
Canada is an affluent, ageing market where most own their own houses and consumer interest in
both gardening and environmental awareness are on the rise. Wilson WeedOut Preventer and C‐I‐L
Golfgreen 1‐Step, two new products from leading domestic player Premier Tech, attempt to both play
to these trends and exploit the company's brand equity in a closely related market, home
insecticides.
Canadian Market
According to Euromonitor's interim data, Quebec‐based Premier Tech's share of the US$912 million
Canadian Garden Care market stood at 22% in 2012, with brands such as Schultz and C‐I‐L
commanding more than 5% of the sales each. In Home Insecticides (under the C‐I‐L and Wilson
brands), the company is strong in the spray/aerosol segment. The Canadian growing media market
saw sales fall sharply during 2009 but recover strongly thereafter.
New product launches hit multiple sweet spots Wilson WeedOut Preventer and C‐I‐L Golfgreen 1Step
will both be launched during spring 2013. WeedOut is a corn‐gluten‐based spray for weed removal
that contains no cosmetic pesticides. By marketing WeedOut under the Wilson brand (which is much
more established in insecticides), Premier Tech is tapping into a strong reservoir of brand equity, as
well as the increasingly green inclinations of many Canadian consumers. 1Step is an all‐in‐one lawn‐
care product that includes seed, peat and fertilizer. With its emphasis on convenience and ease‐of‐
use, it is targeting both new gardeners and retirees.
Canada’s Population
With an ageing population (the median age rose from 39.2 years in 2007 to 40.9 years during 2012),
Canada has a growing number of retirees, and gardening serves as both a hobby and a form of
exercise for many of them. Moreover, the country's long, harsh winters mean that many Canadians
take particular care to ensure that their gardens are able to grow quickly and robustly over the short
Canadian growing season. The fact that the past winter has been an unusually mild one in Canada
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may provide an early boost to sales of both these products. Canadian consumers are also becoming
increasingly interested in environmental sustainability across a host of markets.
Meanwhile, Canada is very much a nation of homeowners (over 70% of households lived in owner‐
occupied housing during 2011), with over two‐thirds of them (around 69%) living in houses, rather
than apartments. All of these factors point towards steady long‐term growth in sales of growing
media in Canada. According to the 2011 Garden Centres Canada Survey, which was conducted by the
Canadian Nursery Landscape Association during early 2012, just over two‐thirds (67.2%) of the
country's garden centres saw their customer count increase during that year.
These factors are encouraging for the prospects of both WeedOut and 1Step. However, Premier Tech
is very much in the shadow of market leader Scotts Co. LLC, which accounted for almost half (47%) of
value sales in the Canadian Garden Care market in 201 and whose marketing muscle Premier Tech
cannot hope to match.
Premier Tech Acquisition
Canadian company Premier Tech has acquired French player Falienor in order to transplant its
expertise with regard to the use of fungi as an alternative to fertilizers to the European market and
tap into the growing interest in organic gardening among consumers there.
In March 2013, Quebec‐based Premier Tech acquired French company Falienor SA. Premier Tech is
the second largest player in the Canadian growing media market (behind Scotts Co), accounting for
almost a quarter (24.5%) of value sales in this category in 2012. Falienor is a relatively small player in
the French soil category, accounting for 4.2% of value sales in 2012. This deal is clearly not growth‐
oriented, in the sense of tapping into a vibrant market. With the rate of unemployment rising to
10.8% during the first quarter of 2013 and the French economy once again in recession, local
consumers have tightened their belts. Having bounced back almost to its 2007 peak during 2011, real
sales of growing media in France fell by 6.2% in 2012, to US$566 million. Moreover, Falienor's
position in the French soil category is not strong as it is squeezed between leader Scotts Co on the
one hand and private label on the other.
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Premier Tech Fungi
For Premier Tech, Falienor SA is effectively a means to launch its technology in the French market.
The technology in question is mycorrhizal inoculants. Mycorrhizal fungi exist in symbiosis with plant
roots, helping the plants to increase in size by acquiring the nutrients that the plant requires. They
are sometimes referred to as "biofertilisers" and some even consider them to have the potential to
spark a new agricultural revolution that would greatly boost global food production.
Premier Tech Biotechnologies, a business unit of Premier Tech, has developed considerable expertise
in producing mycorrhizal inoculants. While mycorrhizal fungi typically grow only on the roots of
plants, recent advances in biotech research now enable them to be artificially produced in very large
quantities and suspended in high concentrations in a gel for easy transportation, facilitating their
large‐scale commercial exploitation.
In Canada, the company markets these products under the brand name Myke, which it describes "as
an all‐natural product line formulated for the different steps of indoor and outdoor planting, that is
easy to use and safe for the environment". According to the company, Myke "enhances growth,
reduces transplant shock and increases resistance to water stress and root diseases".
With this technological innovation, Premier Tech is hoping that it can provide Falienor with a
competitive edge over its larger rivals, while at the same time helping to insulate it against price
competition from private label. There is certainly a strong appetite for green products among French
consumers, in spite of the country's economic woes. For example, real value sales of organic
packaged food and beverages grew by more than half in France between 2007 and 2012. With a
significant number of relatively affluent gardeners in France, demand for a product like Myke could
be substantial.
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COMPO GmbH & Company
COMPO GmbH & Co. KG (founded in 1956) is engaged in the research and development, and
manufacture of biological/chemical brand products for home and garden, as well as for specialized
fertilizers for professional use. It offers potting soils, plant care products, garden fertilizers, lawn
fertilizers, lawn grass seeds, and plant protection products for home and garden; and long‐term
fertilizers, specialty mineral fertilizers, coated fertilizers, nutrient salts, liquid fertilizers, micro‐
nutrients, and soil conditioners, as well as plant protection products for nurseries, public green areas,
golf courses, ornamentals, orchards, and vineyards, as well as for agriculture and horticulture.
The company’s products also include stabilized fertilizers, water soluble salts, substrate fertilizers,
soluble salts for foliar application, micronutrient fertilizers, suspensions, finegrades for special
applications, partly coated slow‐release fertilizers, biostimulants, slow‐release fertilizers, seed
treatment products, and enhancers for broad acre crops, vegetables, fruits and wines, nursery and
ornamentals, turf and public green, landscaping, and forestry. Its products are distributed in
Germany and internationally.