Team Insights with Steven Chapman

Horticulture flows in Steve’s blood. “From an early age, I followed in my father’s footsteps spending time at the nursery where he worked. At 13 I began working there myself. My dad is very passionate about horticulture, and I’ve carried that same passion throughout my career. Now retired, he can still be found out in his garden every day, taking cuttings and propagating plants in his greenhouse. I guess you could say that horticulture is in my blood, and that passion has definitely guided my work, especially with ICL.”

Learning by doing

Having completed a foundation degree in production horticulture, Steve believes you learn the most by simply ‘doing’. “I’ve had my fair share of learning the hard way, let me tell you. But you know what? Those experiences have taught me valuable lessons.”

Having walked in the shoes of a grower himself, Steve can relate and offer practical solutions: “Whether it’s recommending new methods or suggesting technological advancements, I’ve been through it all. I was never someone who clung to outdated practices just because ‘that’s how it’s always been done.’ I’m eager to make improvements, to truly make a difference.”

Building trust

Steve engages in frequent discussions with other ICL Sales Managers from across Europe. “As most of us have been growers at some point, it’s useful to share knowledge and inspiration.” He believes growers are increasingly seeking technical skills alongside sales expertise.

“Since I’ve been in this role, I dare to say I’ve actually never ‘sold’ anything, I give customers what they need.” Ultimately, the horticulture industry is all about building relationships: “By clearly demonstrating the benefits of using a particular product to solve an issue, there’s a good chance that it will still be in that grower’s inventory for many years to come.  If you’re not careful and make a mistake, the likelihood of selling to that person again – or to their son or daughter who will take over the business – is slim. This industry is built on trust.”

Best office in England

Steve regularly visits clients’ nurseries. “Visiting a nursery always feels special. Being shown round is the highlight of my visit. The peace and serenity his father exuded while working still resonate with him today: “I feel that calmness when I walk around a nursery: the birds, the plants, and the scents.”

Sharing knowledge

The plant market is a challenging and rapidly changing market, but different places move at different paces.

“On a recent visit to Scandinavia, a grower proudly said he was experimenting with peat-free growing media and had grown a few hundred trees this way. I found that quite funny, as I had been working this way for thirteen years. It just goes to show how things shift and spread across this industry: what’s no longer revolutionary for us may seem groundbreaking to others, making it all the more crucial to continuously share knowledge.”