2008
RETAIL SUCCESS WITH MULTI PURPOSE PRODUCT
As retailers look for new opportunities in 2009, trend-setting brands, such as Johnsons Lawn Care are pleased to announce ways to guarantee success for the new season. “The lawn represents a real retail opportunity simply by emphasising its many environmental benefits which can easily be turned into retail profits,” explains Miranda Harris, Marketing Manager for Johnsons Lawn Seed.
“We have taken advantage of in-house research and development to produce a new product called Multi Purpose Lawn Feed with added Grass Seed. Striking results can be achieved quickly both for a new lawn and for overseeding an existing lawn. Seed establishment is improved resulting in a healthier, better looking lawn.”
Sales of lawn seed showed considerable improvements during the summer months of 2008, compared to 2007 and Multi Purpose lines accounted for half of the market’s value of lawn seed sales as shown in recent research from GfK*.
Come and talk to us at GLEE, Hall 5, Stand G20, so we can work together on turning the environmental positives of grass into real profits. Don’t forget to collect your free gift and enter our competition to win a free Nintendo Wii.
* Source: GfK Marketing Services (United Kingdom)
For more information about Johnsons Lawn Seed products please call 01386 791113 or email info@johnsonslawnseed.com or visit the website www.johnsonslawnseed.com
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Finalist in the GIMA Growing Products Award
All Weather Lawn Seed has achieved finalist position in the much contested GIMA Growing Products Award. "Competition was fierce and we were delighted to have this versatile product acknowledged, says Miranda Harris," Marketing Manager for Johnsons. "With so much emphasis on Green Issues, this product demonstrates that we are thinking carefully how our range of garden care can help gardeners take more responsibility for the environment."
With changing weather patterns, a lawn needs to withstand both drought and heavy rain. All Weather is ideal for both situations taking advantage of huge developments in grass breeding designed to deal with these climatic changes. The mixture contains tall fescue, which has very deep roots and produces a dense, attractive and hardwearing lawn, whatever the weather.
For more information about Johnsons Lawn Seed products please call 01386 791113 or email info@johnsonslawnseed.com or visit the website www.johnsonslawnseed.com
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DLF Trifolium's Easy Lawn has won the Waterwise Marque 
We are delighted to announce that DLF Trifolium’s Easy Lawn has won the Waterwise Marque. Waterwise is the leading authority on water efficiency and awards the Marque to products which demonstrate their ability to save water.
Easy Lawn is part of the Johnsons Lawn Seed range and is available in three sizes: 500g, 1kg and 1.5kg. It is a mixture of grass seed and tiny microclovers which have been bred specifically to produce a dense and attractive lawn without the need for fertiliser or irrigation. The lawn remains green and weed free without additional inputs, thus making Easy Lawn an all round winner with both its environmental credentials and excellent results.
For more information on the Marque, water efficiency and watersaving tips: www.waterwise.org.uk
For more information about Johnsons Lawn Seed products please call 01386 791113 or email info@johnsonslawnseed.com or visit the website www.johnsonslawnseed.com
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New Weather Patterns Bring Opportunities
At the recent Garden Writers press event in London, one subject that received a lot of attention was climate change and the garden care products available which account for it. Climate change is a scientific fact and taking action is becoming imperative. Gardens, gardeners and gardening can play an important role in environmental protection, as seen in recent HTA GIM consumer research.
The lawn, although always under threat from new trends, remains a British favourite. Visitors onto the Johnsons Lawn Seed stand agreed that it remains very easy to be passionate about a lawn. "Not many people realise the value of grass however," explained Miranda Harris, Marketing Manager for Johnsons Lawn Seed. "There are so many benefits of grass that replacing it with artificial products is a nonsensical option especially when we all have a commitment to easing climate change. It stabilises the soil and acts as a buffer against wind, water and erosion."
"60sq metres of lawn will produce enough oxygen for one person every day," continues Harris. "It cleans carbon dioxide, dust and other particles from the air. Lawns trap water thus preventing run off. As the water passes through, it is filtered, returning cleaner water to the ground below. As well as these environmental benefits, it gives enormous pleasure in enhancing the value of our homes as well as providing an acceptable surface for relaxation and recreation."
Recent developments in grass breeding mean that species are better able to cope with unpredictable weather patterns and can be mixed carefully with other species to ensure the best results. Two products that received a lot of interest were newly launched "All Weather Lawn Seed" and "Easy Lawn".
All Weather Lawn Seed heralds a breakthrough in breeding, with turf credentials proven in independent trials. It combines hard fescue, smooth stalked meadow grass and new turf type tall fescue, the latter which has been purpose bred to produce a dense but very attractive fine turf. This mixture is great for those looking for long term drought tolerance, or the ability to cope well in water logged conditions – in other words it does what it says on the box!
Easy Lawn contains microclover mixed with lawn seed. Many years of breeding and selection have resulted in revolutionary microclovers which, when sown in a lawn mixture can produce outstanding results while at the same time demonstrates excellent green credentials! Microclover types have a compact growth and blend well with the sward giving a dense and grassy look. Clover fixes Nitrogen, therefore feeds the grass without the need for added fertiliser. Together with excellent drought tolerance, this mixture offers an environmental alternative with the reduced need for both Nitrogen and water. The healthy and dense growth pattern helps to crowd out weeds and prevent new ones establishing so less herbicides too.
Green issues, whether of climate change, healthier living or environmental considerations, are becoming increasingly relevant. However we need to use these green matters to our advantage. "Adapting to, and mitigating climate change is not just an environmental concern, but one of the greatest economic opportunities and challenges of this century," explains Miranda Harris, Marketing Manager. "However at the same time we need to ensure our own environmental practices are beyond reproach".
For more information about Johnsons Lawn Seed products please call 01386 791113 or email info@johnsonslawnseed.com or visit the website www.johnsonslawnseed.com
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Demonstrating Environmental Integrity
Green issues, whether of climate change, healthier living or environmental considerations, are becoming increasingly relevant to consumers. However we need to use these green matters to our advantage. "Adapting to, and mitigating climate change is not just an environmental concern, but one of the greatest economic opportunities of this century," explains Miranda Harris, Marketing Manager for Johnson's Lawn Seed.
Lawns, in particular, offer good news for the environment. "A natural green carpet made from the finest, healthy grass can aid in the reduction of carbon dioxide missions and thus contribute to efforts minimising global warming trends," explains Harris.
60sq metres of lawn will produce enough oxygen for one person every day. It cleans carbon dioxide, dust and other particulates from the air. Lawns trap water thus preventing run off. As the water passes through, it is filtered, returning cleaner water to the ground below.
In summer, lawns have a significant cooling effect because of the water vapour they respire during the day. This means that a lawn area can be considerably cooler than patios, drives and pavements. Lawns also reduce ambient noise levels by absorbing the sound rather than reflecting it back into the surrounding area. This is particularly relevant for the urban land owner.
"We have a duty to educate consumers and help change behaviour. Fortunately with the huge investment we are making in Research and Development within our global organisation, we will have the necessary products available in our garden care range to demonstrate our environmental integrity and offer consumers a healthy alternative," says Harris. 
New All Weather Lawn mixture takes advantage of the developments in grass breeding designed specifically to deal with the unpredictable nature of the weather. The exclusive mixture of cultivars combines fescues and smooth stalked meadow grass. Tall fescue has deep roots and will produce an attractive lawn which is hardwearing as well as all weather-wearing. Sheep's fescue improves fineness and visual merit holding its colour well and smooth stalked meadow grass maintains good appearance whatever the weather - drought or heavy deluges of rain.
Other products like Bio-Active Lawn Feed have already proved to be very popular in the lawn care market and are particularly suitable for those looking to achieve a green and healthy lawn with more efficient nutrient usage and many other environmental benefits.
For more information about Johnsons Lawn Seed products please call 01386 791113 or email info@johnsonslawnseed.com or visit the website www.johnsonslawnseed.com
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Gardening is Fun! 
Gardens may be getting smaller, but there are more gardens than ever in the UK. 17.5 million households have a garden and with new
homes being built every minute, this figure looks like steadily increasing – great news for the garden retailer.
Garden centres have maintained the largest share of the £3.8bn garden care market with an increase of 5% over the last four years.
As for garden owners, they seem to have a lot in common! A key driver appears to be a garden they are proud of that is clean and tidy, where they can relax and entertain and they are prepared to put in a varying amount of effort to achieve this goal.
However, as seen in recent HTA reports* there are different types of gardener which offers some excellent opportunities for the garden care industry. "Keen" gardeners, often over 55 with a bias towards women as the main gardening consumer, are the core shoppers of our industry. They are just as keen on the process as the end result and are passionate about their gardens therefore prepared to spend generously.
"Quite keen" gardeners are more functional, spending as much time as they have to. They take pride in their garden and enjoy the final product as much as the journey, recognising their garden is very much an asset.
The "marginal" gardener is more aspirational, viewing the garden as an extra room which is both functional and provides an opportunity to demonstrate style and creative flair. However a lack of time, knowledge and success will dampen their enthusiasm to spend more time in the garden and therefore in order to nurture this group of potentially "keen" gardeners, solutions need to be offered.
"We need to target this prime group of around 30% of gardening customers," explains Miranda Harris, Marketing Manager for Johnson’s Lawn Seed. This evidence indicates there are more and more people enjoying the end result and not so much the process, therefore it is critical that we bring back the fun into gardening. "We have produced a DVD which purposefully makes the whole process of lawn care much more enjoyable as well as guarantees worthwhile results," concludes Harris.
Another opportunity we need to be aware of is the growing number of people moving house every year. 11% of households are on the move, and as stated by Norwich Union 2006, an attractive, well kept garden will enhance the property significantly.
Finally, it is critical that we realise not all customers are the same and need different products and services, therefore it is imperative that our strategy going forward meets these different needs.
The DVD is available to stockists as an in-store demonstrator with a DVD player provided free of charge to retailers taking a specific Johnson’s Lawn Seed promotion. The DVD is also available to consumers as a download from the Johnson’s website www.johnsonslawnseed.com
*Source: HTA Retail Market Analysis Report 2006/Norwich Union
For more information about Johnsons Lawn Seed products please call 01386 791113 or email info@johnsonslawnseed.com or visit the website www.johnsonslawnseed.com
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