An agency that supports companies in horticultural technology believes that marketing is helping the latest innovations reach and benefit more UK growers. Business-to-business marketing specialists, Full Mix Marketing, support a number of horticultural and agricultural technology brands. They deliver marketing for a number of companies that provide both greenhouse structures and technology including lighting and control systems.
"Leaps are continually being made in technology which helps UK growers extend their growing season, reduce inputs, and increase yields. Marketing is increasingly the link which reaches businesses and helps them understand the technology available," says Sarah West, Managing Director of Full Mix Marketing.
AT Full Mix Marketing they see that with growing under glass in greenhouses, polytunnels, and vertical farms on the increase in the UK, the technology used within them for heating, ventilation, fertigation, and renewable energy is also proving more popular.
"With rising competition, many brands are finding they need to be more proactive with their marketing to reach potential customers first. Not only is this true across the UK but also in other key horticultural markets like the Netherlands and central Europe," adds Sarah.
The UK horticulture industry has recently faced both opportunities and challenges, many of which have been supported or resolved by existing and new technology, states the Full Mix Marketing team.
"Issues affecting global supply chains have seen a rise in consumer demand for locally grown produce, which has encouraged the farming of more crops under glass. Ornamental plants and flowers have also seen growing demand, driven by increased interest in gardening following the pandemic and lockdowns.
With inflated costs for energy, fertilizer, and transport, and a push for greater sustainability and food security, the adoption of technology, including hydroponics and vertical farming, has rapidly expanded."
The UK government has introduced various schemes to help horticulturalists fund automation to improve efficiency, whilst labor shortages have encouraged growers to look into ways to use technology to reduce human resources.
"Like most modern sectors, technology is front and center in helping UK horticulture to boost productivity and grow more with less - and it's smart marketing by the creators of these innovations which is helping establish and grow their brands," concludes Sarah.
For more information:
Full Mix Marketing
fullmixmarketing.co.uk