What does 2025 have in store?

Looking to the year ahead, ICL sales manager Adrian Thirtle-Watts says the word that immediately springs to mind is ‘challenging’.  However, keen to acknowledge the resilient nature of the ornamentals industry, as we enter 2025 he remains optimistic and stresses the importance of delivering value.

Challenges lie ahead

With nurseries are left wondering how to fill the black hole left by the recent budget; inflation remains on the rise (albeit at a slower rate); interest rates are likely to remain high for a while longer; and a major retailer has recently entered administration. All this comes on top of industry changes and challenges we’re all currently managing – including the continued move to peat free and the forthcoming change to biodegradable controlled release fertiliser coatings.

So, 2025 is set to be a testing year. However, one thing my 40 plus years in horticulture has taught me is that this is a resilient industry – we’re not just going to roll over and admit defeat!

Looking for the positives, I still see continued growth as retailers look for more home-grown plants – to overcome the bureaucracy of importing plants from the continent.

While we may not believe all the recent hype around house building targets and infrastructure investment, there will be increased opportunities in these landscape sectors.

In addition, while the peat ban seems no clearer, new technologies – such as unique water management agents, specially designed controlled release fertilisers (CRFs), new improved base fertilisers options, new grades of professional woodfibre and proven biostimulant products – are making the transition easier and more workable.

At the same time, ICL’s progress regarding biodegradable CRFs is really encouraging. I’m confident that if the UK follows EU legislation, we can provide a choice of workable solutions that will continue to evolve and improve over the coming months and years.

Horticulture is very important to the UK. A nation of garden and wildlife lovers, we tend to turn to these passions when things get tough. While helping to provide a sound business foundation for 2025, hopefully, we’ll also see an improvement in the weather, compared to 2024, which can only help.

Stand out from the crowd

One of the challenges a less buoyant market brings is being more competitive – everybody fighting for their share of the business.

It’s at a time like this that quality can take a dip.  As producers look to lower input costs, to present more competitive deals to customers, it becomes easy to focus simply on unit price – rather than compare products and the ‘added value’ delivered by a potentially higher value alternative.

Ultimately, consumers still want a strong, healthy and ‘attractive’ plant to brighten up their garden and, indeed, their lives. Landscapers are looking for plants that ‘add value’ to their offering, making them stand out with impactful statements for clients and potential clients.

In a dynamic market it becomes increasingly important to stand out from the crowd – to be competitive (of course) but offering value for money is key.

Delivering value

As a business, ICL faces similar challenges – our customers want products that are competitive.

While we don’t sell products that necessarily ‘look attractive’, we set out to offer products that deliver value. This may mean reducing management costs for growers, such as improving water management or reducing labour by minimising supplementary feeding. Alternatively, it translates to helping customers produce stronger, more disease resistant plants – ultimately improving quality and optimising production of grade A plants.

As we enter this challenging year, it’s important to remain optimistic and to set aside a bit of time to think about how to deliver real value to your customers.  This small investment in time now has the potential to deliver dividends during the season ahead.

Why not schedule a review meeting with your knowledgeable ICL technical area sales manager to discuss the growing range of options available?