Step into Steven Chapman’s green office

Steven has served as a Technical Area Sales Manager for the Southeast of England for the past six and a half years. “I started my career in horticulture because I followed in my father’s footsteps. I spent time with him at the nursery he worked at, and at the age of 13 I began working there myself. My dad is very passionate about horticulture, and I’ve carried that same passion throughout my entire career.” Steven’s father is retired now, but 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.”

“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

Alongside his work at the nursery, Steven completed a university education in horticulture, however, he believes that 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, Steven 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 I was never someone who clung to outdated practices just because ‘that’s how it’s always been done.’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.” These experiences have made it easier for Steven to steer others in the right direction.

Building trust for generations

Steven engages in frequent discussions with other Sales Managers from across Europe. “Because most of us have been growers at some point and are now doing other things, we call each other to share knowledge and inspiration.” Steven observes a shift occurring, noting that people 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’ve only given people what they need.” Ultimately, the horticulture industry is all about building relationships: “If I can convince someone today to use my product, there’s a good chance that it will still be in that grower’s inventory 40 years from now. 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.”

“Usually, I chat with a grower and they’ll ask, ‘Shall I show you around the nursery?’ That feels like the highlight of my visit. I can’t remember ever wanting to be anywhere else.” 

The best office in England

Steven regularly visits his clients’ nurseries. “I thoroughly enjoy being outdoors. Even on mornings when it’s cold and frosty, I love watching the sun rise and seeing the dew on the leaves. These are things you don’t typically experience when you get up and step into your heated car to go to the office.” Although Steven no longer works in nurseries himself, visiting one always feels special. “Usually, I chat with a grower and after about half an hour they’ll ask, ‘Shall I show you around the nursery?’ That feels like the highlight of my visit. It takes me back to when my father used to bring me into his nursery. I can’t remember ever wanting to be anywhere else.” 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 you experience.”

Revolutionary is relative

The plant market is a challenging and rapidly changing market, but different places move in different paces. The UK, for example, is leading the way in implementing peat-free growing media, aiming to be completely peat-free by the end of the decade, but that isn’t the case for everyone. Steven recounts a trip to Scandinavia with the International Plant Propagators Society (IPPS), where he visited a Swedish tree grower. “The grower proudly told us that he was experimenting with peat-free growing media and had already 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.”