Horticulture Connected Autumn Volume 1 Issue 5 by Horticulture Connected

HORTICULTURE CONNECTED

December 2014

News, Analysis and Trends in Landscape and Amenity Horticulture

Hit the Ground Running in 2015

MARKETING YOUR BUSINESS, NEVILLE STEIN

Retail Adaptation: Changing to Meet Evolving Consumers

EAMONN WALL, EXPLORING THE EVOLUTION OF PLANT BUYER BEHAVIOUR

Right Tree, Right Place

IRELAND’S EXPERTS ON WHAT TO PLANT

Trade_Advert.pdf 1 24/03/2014 16:30:12

Growers & Importers of Landscape Nursery Stock Ireland’s Largest Cash and Carry Wholesale Nursery

PerennialsAlpines GrassesBamboos FernsTopiaryHedging Shrubs

Passionate about plants

One of Ireland’s finest wholesale nurseries with unrivalled value & no compromise on quality

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Nationwide flexible delivery, next day to Dublin/ Wicklow by our own dedicated staff Complete sourcing and travel facilities around mainland Europe for your every plant need

All Stock available to view year round with your clients if necessary Qualified, passionate and informed staff always available to assist you

Bamboos

Phone: (01) 281 1868 Fax: (01) 201 1770 sales@gardenworld.ie

Ballyphilip, Kilcoole, Co. Wicklow (Exit 11 off the N11)

EDITORS LETTER

BUSINESS FIRST, PLANTS SECOND

EDITOR BARRY LUPTON

f you’re reading this, still making money and holding on to your mental health then congratulations are in order. According to the government, we’re now out of recession and the fastest growing economy in Europe, and those still standing are the lean survivors ready to exploit a landscape of opportunity. Now, while I feel this positive government spin is akin to 1984 doublespeak, there is certainly more money and positive sentiment around now than there has been in the last few years. Those canny enough to be holding on to any of that money are doing so because of their ability to adapt, make tough choices and to persevere. I salute you. Getting to speak to so many in the industry over the last year I have been greatly encouraged to hear so many positive stories, so many professionals talking about growth. Not the unstainable nonsense, but actual, tangible, sustainable and realistic growth. The smart players aren’t taking time to pat their backs or breathe sighs that the worst is over; they’re planning beyond next week’s wages bill, reflecting on the last few years and making strategic decisions. They’re re-visioning their businesses from the

HORTICULTURE CONNECTED

News, Analysis and Trends In Landscape & Amenity Horticulture

HORTICULTURE CONNECTED

December 2014

News, Analysis and Trends in Landscape and Amenity Horticulture

Hit the Ground Running in 2015

MARKETING YOUR BUSINESS, NEVILLE STEIN

Retail Adaptation: Changing to Meet Evolving Consumers

EAMONN WALL, EXPLORING THE EVOLUTION OF PLANT BUYER BEHAVIOUR

Right Tree, Right Place

IRELAND’S EXPERTS ON WHAT TO PLANT

20 The Cutlers 33/34 Parliament St Dublin 2 Ireland +353 (0)87 921 2044 www.horticulture.ie

ground up, setting goals, engaging with new practices and technologies and they’re doing this with a new focus and determination. The future champions of Irish horticulture aren’t waiting for their business success to be dictated by the markets; they’re creating the markets. If I were to take anything from 2014, it would be the year when I heard more professional horticulturalists talk business first and plants second. This might seem a minor point, but to my mind it is radical. To truly develop as an industry we need to be business people first. Yes, we must retain and embrace our passion for what we do, but not at the expense of business success. With a strategic eye on 2015, we’re delighted to include a feature from renowned retail and marketing consultant Neville Stein on setting a marketing strategy for the next 12 months. Regardless of your business focus, Hit the Ground Running is a must read. Following from Neville’s lead is an insightful feature centred on how two Irish businesses are utilising digital media tools to enhance their business plans. In addition to supporting strategic decision making this issue features a number of articles centred on attitudes, perceptions and usage of plants in the Irish landscape: Retail consultant, Liam Kelly provides some insightful thoughts on how the industry can work toward

changing public perception of plants, while in Retail Adaptation, plant buyer for Arboretum, Eamonn Wall, tracks changes in plant buying behaviour over the last 20 years and shares his perception on how retailers can adapt to meet new requirements; in Right Tree, Right Place we draw on the experience of many of Ireland’s most knowledgeable tree specialists to find out just what we should be planting and where. Also looking at tree usage is sportsturf consultant, Eamonn Kealy, who provides some helpful guidance on the specification, installation and care of trees on golf courses. With the Garden & Landscape Designers Association’s annual seminar just around the corner on 7 February, Verney Naylor MGLDA provides a taster of the event’s focus with an exploration of the new perennial movement. Also in this issue I put some tough questions to Tony Williams, President of the Irish Landscape Institute, about the profession of landscape architecture in Ireland. In Landscape Notes from Tel Aviv, we hear from Irish landscape architect Scott Renwick on working in Israel and Sam Belton, plant biology student at UCD, shares results from commercially beneficial research in A Hairy Problem. On behalf of the HC team, I’d like to wish you a happy Christmas and a prosperous new year. ✽

News Editor & Advertising: Joseph Blair 087 921 2044 joseph@horticulture.ie Subscriptions: subscriptions@horticulture.ie Design & Layout: Tanya Gilsenan tanya@horticulture.ie Editorial Assistant: Koraley Northen Publishers: HortiTrends www.HortiTrends.ie joseph@hortitrends.ie Cover image: Dave Gostisha Photos by Joseph Blair

See Hortitrends.ie for Daily News Updates Printers: Turners Printing Earl Street, Longford. Distribution: Readership of 10,000 across Ireland North and South from Businesses and Professionals in the following Sectors: Landscape / Architects / Garden Retail / Florists / Nurseries / Greenkeepers / Sports Surfaces / Local Authority’s & Parks Departments / Machinery / Education

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

CONTENTS

Horticulture.ie

Contents

Connecting Horticulture

HortiTrends.ie - Daily and Breaking News. Events and Tenders

NEWS

JobsInHorticulture.ie - Latest Amenity & Fresh Produce Jobs

PlantConnector.ie - Connecting Ornamental Plant Growers with Plant Retailers GardenGuide.ie - Consumer Website Promoting Horticulture Businesses

CONSTRUCT

HORTICULTURE NEWS

RETAIL

FreshProduceNews.ie - Latest News for Edible Horticulture in Ireland

Social Media 4 Business Are you feeling like a Youtube or Twitter and not showing any Pinterest when it comes to Horticulture & Garden Retail Social Media? We don’t want to Wordpress you but you need to Facebook up to it now!

At HortiTrends we have the expertise, passion and practical know-how, to connect and linkedin you with new Connect with HortiTrends Social Media 4 Business & Content Services by 087 921 2044

LANDSCAPE 34

INSIGHT 36

NURSERY Facebook “f ” Logo

CMYK / .eps

Facebook “f ” Logo

CMYK / .eps

RIGHT TREE, RIGHT PLACE

Business Suphort Services

Branding Brochures Logos

Web design eCommerce Adwords

Social Media for Business

INprint

ONline

SOcial

SPORTSTURF 42

IN PICTURES Photos and comments from Garden Centre Congress 2014, Glee Birmingham and more

THE RIGHT TRACK Barry Lupton Interviews Tony Williams

TREES TO THE FORE Sports turf management specialist, Eamon Kealy sheds some light on the planting and management of trees on Irish golf courses

PHOTOS

INTERVIEW

HIT THE GROUND RUNNING IN 2015 Marketing consultant Neville Stein articulates how a clear understanding of your business and the market can deliver sustainable growth in 2015

NEW PERENNIAL AND NATURALISTIC PLANTING IN AN IRISH CONTEXT Verney Naylor cuts back the overgrowth to reveal how the New Perennial Movement is evolving in Ireland

DIGITAL GROWTH…HOW IRISH GROWERS AND RETAILERS ARE RESPONDING TO NEW TECHNOLOGY Two of Ireland’s leading horticulturists Roy Rentes and Jim Clarke explore how technology will shape the future of plant purchase and sales

Ireland’s leading tree specialists share their thoughts on what trees we should be growing

DESIGN

LANDSCAPE NOTES FROM TEL AVIV Scott Renwick, a Landscape Architect working in Tel Aviv, shares his thoughts on pursuing a profession in a very different landscape

RETAIL ADAPTATION: CHANGING TO MEET EVOLVING CONSUMERS Eamonn Wall, plant manager at Arboretum Home & Garden Heaven, sheds light on how changing plant buyer behaviour is shaping garden retailing

audiences, sales opportunities and customers.

Landscape cost estimating specialist, Colm Kenny details a strategic approach to effective pricing of trees and shrubs for landscape works

WHERE IS THE LOVE? REVITALISING THE CONSUMER’S PASSION FOR PLANTS Garden retail consultant, Liam Kelly articulates a problem undermining the future of Irish horticulture and presents some creative solutions for how we might collectively address it

EFFECTIVE PRICING FOR TREES AND SHRUBS

RESEARCH 45

A HAIRY PROBLEM Sam Belton, plant biology student at UCD, shares results from commercially beneficial research he undertook as part of his undergraduate thesis

To find out more about our specialist marketing, business support & development services contact Joseph on 087 921 2044 or joseph@horticulture.ie

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

01 / NEWS

IN BRIEF AQUAFLOR LAUNCHES NEW APPS FOR ONLINE FLOWER ORDERING The wholesale florist and garden centre flower and plant supplier has recently launched apps for the Android and iPhone platforms, to complement their existing desktop webshop offering. Arjan Van Veen has seen the demand from his customers for online ordering expand rapidly in recent months. For those not yet fully comfortable with ordering online, Arjan and the Aquaflor team have set up a test ordering site that allows new users to get used to the ‘easy to use’ platform before they do a live order. More at www.aquaflorflowersdirect.ie ✽

CHP AT TEAGASC PROTECTED CROPS CONFERENCE There was a packed house at this recent event that covered a wide range of topical issues, which were supplemented by many practical questions from the floor. The most interesting presentation for HC on the day was by Matt Foley, a tomato grower who walked us through his own experience of the various stages from planning to the construction of a Combined Heat & Power Plant (CHP) at his glasshouse facility in Rush, Co Dublin. More at www.teagasc.ie ✽

GARDEN SHOP OPENS SECOND OUTLET The Garden at the Powerscourt Shopping Centre has opened a new outlet at Cow’s Lane, Temple Bar just in time for the busy Christmas period. Proprietor Mark Grehan, has seen his original business offering at the Powerscourt Centre grow significantly over the last few years. Mark also demonstrated his floristry and design work at the recent Bord Bia ‘A Taste of Christmas’ event where section managers were on hand promoting the best of Irish horticulture and food products. More at www.thegarden.ie ✽

01 / NEWS

HORTICULTURE NEWS HORTICULTURE MEETS TECHNOLOGY AT WEB SUMMIT 2014 We recently had the pleasure of covering this event at the RDS in Dublin, and were delighted to discover ‘Click & Grow’ who were promoting their ‘Smart Pot’ and ‘Herb Garden’. The technology includes software that controls the plant growth. The ‘Smartpot’ refill contains a microchip with a unique growing program for each and every plant. The systems adjust the growing conditions accordingly. Unique growth sensors control irrigation, compensate for temperatures and control the daylight cycle. Everything is fully automatic. The company founders claims that their NASA inspired ‘Smart Soil’ ensures that

the rootzone has superior aeration, pH levels and fertilisation at all times, making the system foolproof. More at www.clickandgrow.com ✽

CELTIC WORM COMPANY EXCITED ABOUT GROWTH POTENTIAL IN 2015 The company launched its probiotic growing medium last year. “We have created a unique organic product that has already received wide acclaim from both wholesale and retail customers” according to CEO, Tony Grubert. “It has proved itself to be wonderfully effective for a wide range of consumer and commercial plant crops. It’s all in the blend. Our specially bred worms are fed on fully composted cow manure which in itself is a good fertiliser, but once it passes through the gut of a worm, it adds beneficial plant hormones and enzymes. This transforms it into something spectacular for gardeners and commercial growers alike. But it’s the ratio of worm casts that counts, as a small percentage either way and it just doesn’t work. We also add other natural and organic materials to ensure that once activated, the hormones and enzymes continue to thrive and multiply. It has taken over three years of trials at UCC by the company’s researcher Tara Duggan under the guidance of

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

IRELAND’S TOP DESIGNERS GET BUSY AS BLOOM 2015 GATHERS PACE While the rest of us are busying ourselves with holiday preparations, across the country, many of Ireland’s top design professionals are putting the final touches on their Bloom 2015 proposals. With the continued success of the annual food and garden extravaganza in the Phoenix Park and the tentative economic upswing finding firmer ground, Ireland’s design community is refocusing attention on the marketing opportunities afforded by the show. At the recent information day for potential designers there was a palpable sense of excitement about Bloom 2015 with organisers and designers looking beyond the challenges of the last few years and towards the opportunities presented in the future. And while the atmosphere was one of excitement it was tempered with the sobering reality of the work required to deliver a world class show garden. “Yes, today is about building momentum, but it’s also about focusing on the tangible requirements, the process of design and technical issues, not to mention the garden construction and what happens at the event,” explained Bloom show manager Gary Graham. As the day unfolded, it was clear

what Gary meant. The creation of a show garden is no simple task. “I’ve heard many designers say that the design is actually the easy bit”, said Gary. “The high standards achieved at Bloom are a combination of hard work by designers and contractors and also the rigorous systems and processes we have in place.” He’s not wrong; at first glance, the drawing and documentary requirements for participation in Bloom might seem a little overwhelming, especially for someone new to the process, but Gary insists that potential designers should not be put off. “We’ve learned a lot over the last eight years and more than anything we’ve learned that we need to have a robust support system for participants. While we demand the highest level, we also provide participants with a high level of

KILDARE GROWERS TO EXTEND REACH AT HARDWARE SHOW 2015 Professor Peter Jones to get the recipe right. Historically people using our growing medium have seen an increase in growth of between 70% to 170% when compared with other growing mediums. Fruit and vegetables taste better, the plants are stronger and thanks to beneficial enzymes are more resistant to disease. The medium will sustain the plant for six to eight weeks without any addition of fertiliser. During this time the plant root will be greatly enhanced and ready to take up a larger quantity of nutrients.” Plans for the future include expanding the product range, which will also see an update of branding and packaging based on retail and consumer feedback from the 2014 season. More at www.celticworm.com ✽

As part of an ongoing range of creative initiatives, The Kildare Growers Group are putting their combined energy behind exhibiting at the 2015 Hardware Show, which takes place in CityWest on the 15-16th February. Their participation in the show marks a departure for the group which has traditionally focused on exhibiting through more traditional routes such as trolley fairs, Bloom and Glas. “Think about it, almost every hardware in the country has some plant element. From a simple trolley of bedding plants outside the front door to purpose built in-store garden centres. Hardware providers understand there is money in plants”, explains Kildare Growers Chairman, Kieran Dunne. Although they might understand the value of plants in terms of sales, hardware retailers typically have little knowledge of plants themselves and participation in the show will afford a brilliant opportunity to connect and network with retailers and also to share knowledge.

support including the provision of days such as today, continual feedback from the Garden Advisory Group, sponsorship support, direct funding for certain projects and we’re always on hand to provide advice as gardens develop.” Bloom will be taking place in the Phoenix Park Dublin over the June bank holiday weekend, from Thursday 28th May until Monday 1st June. Bloom 2014 showcased 30 exquisite show gardens from the very best of Ireland’s landscape gardeners and designers, as well as over 120 Irish food producers. ✽

“We are going to feature a huge range of available stock and will have five trained horticulturalists on the stand to communicate the nuances of plant merchandising, sales, care and promotion. It’s a win win for all involved”, added Kieran. The Hardware Show is an event organised by the industry for the industry. Its organisation is being driven by an influential and informed trade show committee, which has already begun planning on making it an un-missable event for both merchants and suppliers. There will be four key streams to the show, HOME – GARDEN – BUILD – DIY, mirroring the layout and content within the vast majority of successful merchant stores throughout the country. The 2015 event aims to be much more than just a trade show, with key speakers and presenters focussing on up and coming trends. The addition of the dynamic Kildare Growers stand and personnel will no doubt strengthen the event’s focus. For more information on the show and how you can participate, visit www.haishow.ie ✽

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

01 / NEWS FITZGERALD NURSERIES ‘MYPLANT’ FACILITY SHORTLISTED IN IRISH LABORATORY AWARDS Another company successfully applying technology and science to horticulture is FitzGerald Nurseries. The awards recognise excellence and achievement in the industrial Irish laboratory environment and include entrants from across a wide range of business sectors. FitzGerald Nurseries was the only plant production company to enter the awards. The ‘MyPlant’ laboratory was developed in 2004 by Pat FitzGerald of FitzGerald Nurseries to produce new and unusual niche market plants from tissue culture. The laboratory is primarily used to propagate plants in the Irish Primrose and EverColor ranges. Production from the laboratory now also includes mother plants for sweet potato varieties developed

by Louisiana State University. Pat, who is the exclusive European head licensee for the University’s sweet potato programme, is predicting production of more than a million units in Europe for 2015. Pat told us: “It’s taken a long time to establish a leading micropropagation laboratory in very challenging times so it is very satisfying to be short-listed for such an award and to be recognised by those outside the horticultural industry for our technical excellence. Innovation in horticulture needs to be recognised and rewarded if we want to develop a strong and dynamic industry.” FitzGerald Nurseries produces 1.2 million of micro-propagated plants annually in the ‘MyPlant’ laboratory and exports to 27 countries. Pat believes there is further opportunity for the application of micropropagation in ornamental horticulture, adding: “These awards will hopefully increase awareness of our new plants and production methods.” ✽

ARBORETUM WINS ‘NATIONAL STORE OF THE YEAR 2015’ AT RETAIL AWARDS Retail Excellence Ireland recently announced the winners of the 2014 Retail Excellence Ireland Awards in association with Barclaycard. Among this distinguished group is Carlow retailer Arboretum Lifestyle & Garden Centre, in Leighlinbridge, which won the coveted National Store of the Year award. David Fitzsimons, CEO, stated “This retailer represents all that is best in the retail industry in Ireland. Arboretum has shown a consistent commitment to excellence in meeting and exceeding customer expectations in terms of service and product quality. To be recognised as the best amongst their peers is an incredible testament to the hard work that they have put in throughout 2014. “Retail in Ireland is the largest industry by employment numbers and continues to fuel economic growth in Ireland. These stores are well placed to capitalise on positive sentiment post Budget 2015 to meet customers’ needs over the Christmas season. The fact that they have been recognised on the national stage will support them in their efforts to attract new customers eager to sample their stores”, he concluded. The word on the street is that the Doyle family is eager to capitalise on the national awareness of the Arboretum brand and that the opening of a new branch is imminent, which will launch the company into the greater Dublin area. To round off a stunning year, the five star lifestyle centre has also being shortlisted in this year’s Garden Retail Awards in the Best Business Development: New Build, Refit or Launch category’. ✽

BORD BIA & BLOOM SUPPORT THE GLDA’S 19TH INTERNATIONAL GARDEN DESIGN SEMINAR

as a paragon of modern garden making, and one of the most seductive gardens of recent times. www.lejardinplume.com. More at www.glda.ie ✽

Once again Bord Bia has come on board to support this must-attend event for aspiring and experienced designers alike. The title of this year’s event is ‘The New Perennial Movement: Transient Trend or Adaptable Style?’ The seminar will take a critical look at the contributions and shortfalls of this movement, as well as exploring how planting design may look in the future.

SPEAKERS INCLUDE: Verney Naylor MGLDA is a well-travelled plant expert and garden writer, and one of Ireland’s best known and most admired garden designers. www.glda.ie/designers/verny-naylor Thomas Rainer is a landscape architect, teacher, and writer living in Washington, DC, well known for his influential and irreverent blog, Grounded Design, which has gained an international following.www.groundeddesign.com Keith Wiley has created one of the most exciting and innovative gardens in England, at The Garden House, a 10 acre garden on the edge of Dartmoor in Devon where he was Head Gardener. www.wileyatwildside.com Sylvie and Patrick Quibel’s four acre garden Le Jardin Plume in Normandy has been described by Stephen Lacey

SOWING IDEAS, REAPING ES ATUR E F SUCCESS DEN G AR Solutions and inspirations along the value chain for your business success. Benefit from the unique range on show at the world’s leading trade fair for horticulture with 1,500 exhibitors from 45 countries. Only at the IPM Essen do exhibitors present the entire value chain. From production and horticultural technology, to garden features at the POS and the marketing of your products. The IPM Essen exhibits the major topics of the industry: in a tangible, easy-tounderstand and feasible way for your business. Let’s meet in Essen.

IST FLOR

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

PL AN

LOGY O N TECH

www.ipm-essen.de

O’CONNORS

FITZGERALD NURSERIES

NURSERIES

Due to the continued expansion of our specialist plant range in Ireland and 27 export markets across the world we are

Nursery Grower/Manager

DISPATCH MANAGER

There were over 230 attendees at the recent Golf Course Superintendents Association of Ireland’s education day in Croke Park. There were detailed technical presentations by various specialists in the sector, but the most entertaining for HC was from Dougie Robertson, Head Groundsman of West Ham United. With issues ranging from dealing with the pitch/ training grounds availability expectations of manager and players, foxes eating the nets or emergency helicopters landing at random, it can be a high pressure but rewarding job. Also taking up much if his time at the moment is the planned move of West Ham to the new Olympic Stadium. ✽

The world’s leading trade fair for horticulture

27– 30 January

NOW HIRING GCSAI EDUCATION EVENT

2015

This position is suitable for highly motivated individuals with experience in nursery production and quality control in young plant production in particular. The successful candidate will be required to take charge of weekly planning of shipments of young plants to our nursery customers in 27 countries.

PROPAGATION OPERATIVES

To work in nursery propagation unit which specializes in plant propagation from, cuttings, division and micro-propagation. Experience in plant propagation at a commercial level is desirable but specialist training can be given to candidates who show aptitude.

An Experienced Grower is required for large Established Nursery in the South East

The successful candidate will be responsible for: • Managing the activities of the production staff at all stages of the growing process • They will ensure that the plant stock meets the high quality standards expected and that it is produced to a strict deadline to meet pre orders. Applicants should have: • Proven experience within a similar position • Excellent communication skills • The ability to plan and organise work activities effectively • Relevant qualifications Attractive remuneration package on offer depending on experience

Apply in confidence to sales@fitzgerald-nurseries.com www.fitzgerald-nurseries.com

Email Cover Letter and CV to accounts@oconnornurseries.ie

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

EVENTS / JOBS

2015 EVENTS DIARY ✽ 22 JANUARY

✽ 04 FEBRUARY

INTRODUCTION TO ORGANIC PRODUCTION COURSES

IrBEA 14TH NATIONAL BIOENERGY CONFERENCE

The Irish Bioenergy Association (IrBEA) holds a National Bioenergy Conference Venue: Castleknock Hotel & Country Club, Castleknock, Dublin 15 www.irbea.ie ✽

25 hour FETAC Level 5 Introduction to Organic Production Courses Venue: Teagasc, Portlaoise, Co.Laois www.teagasc.ie/events ✽

DON’T MISS!

✽ 27-30 JANUARY

IPM ESSEN 2015 GERMANY

The international trade fair for plants (IPM ESSEN) is the world’s leading trade fair for horticulture. Venue: MESSE ESSEN GmbH Norbertstraße 2, 45131 Essen, Germany www.ipm-essen.de ✽

DON’T MISS!

FURTHER DETAILS and more

✽ 15-16 FEBRUARY

THE HARDWARE SHOW 2015

✽ 17 FEBRUARY

ALL-IRELAND POLLINATOR SYMPOSIUM

✽ 07 FEBRUARY

THE GLDA’S 19TH INTERNATIONAL GARDEN DESIGN SEMINAR

An All-Ireland Pollinator Action Plan 2015-2020 is currently being developed. Venue: Waterford, Ireland www.biodiversityireland.ie/events ✽

The seminar will take a critical look at the contributions & shortfalls of this movement, and at at future planting design. Venue: The Crown Plaza Hotel, Santry, Dublin www.glda.ie ✽

✽ 17-19 FEBRUARY

SALON DU VEGETAL 2015

Professional Show in France for the Horticultural Chain Venue: PARC DES EXPOSITIONS, Angers, France www.salonduvegetal.com/pro/en ✽

JOBS NEWS PLUS a Full HR Service for Horticulture Companies. Along with sourcing potential candidates for job positions, we will also be offering interview panel and reference checking services.

•

Find

•

Target

•

Connect

✽ FitzGerald Nurseries - Dispatch Manager - Propagation Operatives

✽ O’Connor Nurseries - Nursery Grower / Manager - Landscape Foreperson

✽ Cameron Kiernan Landscape Contractor Limited - Landscape Contract Manager

✽ Noblewood Landscapes Ltd -Landscape Professional

For Updates Check Out www.jobsinhorticulture.ie ✽

All the latest jobs on www.jobsInHorticulture.ie

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

REVITALISING THE CONSUMER’S PASSION FOR PLANTS Garden retail consultant, Liam Kelly articulates a problem undermining the future of Irish horticulture and presents some creative solutions for how we might collectively address it

CURRENTLY HIRING

✽ SAP Landscapes - Group Marketing Manager - Quantity Surveyor

Where is the love?

The event organised by the industry for the industry. Venue: CityWest Hotel, Saggart, Co. Dublin www.haishow.ie ✽

event news, visit www.hortitrends.ie

BRAND NEW HORTICULTURE AND LANDSCAPE JOBS WEBSITE LAUNCHING IN 2015

PHOTOGRAPH BY J STUART

02 / RETAIL

nce, not too long ago, there were gardeners. These were people who worked the soil, understood the seasons, rarely confused hydrangeas with rhododendrons and knew which way up to plant daffodil bulbs. These people are now getting scarce both in the general population (and also among those employed in the broader gardening sector in which we all work). They are literally dying away and the newer generations have neither the interest nor the grá for gardening of those that went before. I guess this sounds a little like an overly dramatic fairy story but unfortunately it is the reality of where we are today. Most consumers are no longer gardeners. They buy plants by budget, colour and impulse, not by knowledge, so tree and shrub sales are on the decline compared to bedding plant colour sales. Look at the front gardens of most estates and you might see a few pots at the front door with pansies or cyclamen but most gardens that have any amount of planting were either done years ago or if done recently, by a landscaping company, or by that rarest of plant buyers, a gardener. Many would argue that this is not an issue. The same thing

happens in any consumer driven environment. It’s ‘retail Darwinism’, where businesses that adapt to customers’ needs will survive. I agree with that, and it’s what I help retailers to achieve. Good retailers and nurseries who adapt will still survive, so what’s the problem? Well I for one don’t want to see every garden around me with the same plants in the same pots supplied by the same retailer and grown by the same nursery. Not to mention the catastrophic affect it would have on the smaller nurseries, garden centres and the industry as a whole. Perhaps there is still a small bit of one of those elusive gardeners still lurking inside of me but I feel that this is not the way it should be. Consumers should at least be given the opportunity to become gardeners but their exposure to plants and knowledge, and their chance of developing that passion for gardening is somewhat limited these days. Perhaps in a few years time there will be just two or three wholesale nurseries supplying plants to few large destination centres and some chain stores. Choice may be a thing of the past, as fewer plant types will be grown, albeit more varieties

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

02 / RETAIL

“Do we really need a couple of hundred varieties of mophead and lacecap hydrangeas?” of these types – but do we really need a couple of hundred varieties of mophead and lacecap hydrangeas? So what went wrong? Well lots really, from economic distractions for consumers in recent years, to people having less time to garden due to work pressures. We became frantic people, rushing from home to crèche and then work before repeating the cycle backwards. We lost focus on learning and practical knowledge; there was always someone you could pay to do the job in the boom time, and there was no disposable income left to spend on luxuries like plants when the bust came. Generally speaking, the current generation of homeowners knows much less about DIY and gardening than previous generations. They buy with theirs eyes and budgets, and depend on retailers for information. But it’s an ever-decreasing circle. Consumers just want instant colour as they don’t know what else to buy, so garden centres only buy instant colour as that’s what sells, and growers only grow instant colour as that’s what garden centres want. Choice becomes less so consumers see less variety and buy less variety. And so the cycle continues… Lack of choice equals lack of knowledge equals lack of passion – that’s the equation in its most simplistic form. So how can we change it? To stop this cycle we need to break it somewhere, and the logical place is with the consumer. We need to drive knowledge in order to instil passion (and I make no apologies for using the ‘p’ word so often). It probably starts with the fact that there is no all-encompassing coherent, business focused group to drive Irish gardening as a whole on a promotional, educational and government level. There are various groups for landscapers, wholesale nurseries and others, plus there are

some stirring now in retail too, but as all of these share the same general goal – to raise the knowledge base and profile of gardening – then should they not all work together? Not forgetting to include gardening writers, colleges, magazines and other related groups that earn their living from this sector. Existing government bodies need a greater level of communication from those within horticulture, as we are the ones at the coalface, in order to be able to do what we require of them. No group means no plan means no communication, and therefore we can have no complaint if we’re not happy with what they do.

THE MEDIA CHALLENGE One of the other challenges facing horticulture is the lack of any media hype around gardening. When you compare how cooking focused TV has evolved, gardening looks to be in the dark ages. The diversity of food centred programming is vast; from straightforward practical ones, to travel cookery, to bake-off competitions, to semi-reality series. There’s something for everyone. All of this has raised the profile of cooking as a pastime and has instilled that passion back into what was seen as mundane drudgery by many. Gardening is not going to be as easy a sell as food, but surely we need to try harder? For example, we need a knowledge based television show that is both practical and fun. Hosted by a gregarious non-gardener perhaps, with a team of gardeners and plantspeople giving their ideas and examples of how to garden. Personality and charisma would be the key of course, as well as the content, as no one wants to hear some horticulturist drone on about Molybdenum deficiency for ten minutes. We need to implant knowledge in an entertaining way, and this would

complement the quasi-reality gardening shows that already exists.

WRITERS BLOCK Also, there are some very good gardening writers in this country, but they need more exposure and help to raise their profiles. There was a time when gardeners and writers were household names, not so anymore. Embracing social media will help, as it’s where many people now get their news, communicate with others and find out about new product and ideas. But everyone will need to know what’s being discussed and talked about so that nurseries and retailers can be prepared, so it’s back to the coherent, communicative group mentality I mentioned above.

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LIAM KELLY was general manager of one of the largest garden centres in the country, where he was instrumental in transforming it into a large lifestyle store. He established Retail Services & Solutions in 2007 and has since worked with many garden centres, nurseries and hardware stores in Ireland. He has experienced every aspect of garden centre work from maintenance to sales, and purchasing to management. This combined with his problem solving ability, honesty and hands-on work ethic make him unique in his area. He can appreciate the nitty-gritty of the day-to-day running of a garden centre better than most, as he knows the products, mindset and ethos of the Irish garden retail sector. Contact Liam at 086 822 1494/ 059 913 0176 or via lksolutions@eircom.net and www.lksolutions.blogspot.com

YOUNG MINDS Gardening, or perhaps the principles of horticulture and cultivation should be taught in schools in a more structured but fun manner. It’s being done so in the UK. Many tried this when the grow-your-own movement was in full swing, but I would wager that there are many abandoned plots in schools around the country now. I’m not convinced that it was fun and ‘wow’ enough to encourage kids to garden anyway. For example, would it not be simpler to talk to – and show - children about plants that attract butterflies? Or those that help feed birds? What about scented, tactile and exotic looking plants? Surely we need to push on from growing just sunflowers and cress.

Specialist Perennial Growers Y Celebrating 25 years in business Y Bord Bia Awards 2014 - ‘Ornamental Grower of the Year’ Y Grower of the Year 2013/14

Award Winning Wholesale Nursery Specialising in Perennials Alpines, Herbs and Grasses

THE LANGUAGE OF PLANTS Even the language and terminology used in horticulture scares off potential gardeners. Surely it’s better to use common names, comments about the main attributes or simpler descriptions to sell a plant? Latin names and remarks

“Garden centres only buy instant colour as that’s what sells, and growers only grow instant colour as that’s what garden centres want” 10

about low ph or pollination just scare people away. We need to entice them first and then let them learn these ‘scary’ terms and names in their own time. In fact there is no end to the number of things we could do to raise gardening’s profile and turn consumers into garden lovers again. Think pop-up gardening displays in shopping centres to ‘wow’ people, guerrilla gardening in abandoned town areas (with PR information leaked to the press of course), impromptu garden classes in public buildings, more inspiring and professional planting of public areas and better promotion of our open gardens. This is happening in Ireland but like many things, it’s localised, ad hoc and lacks strategic vision and direction. We need to take a holistic approach to the problem and all work together. Bloom in the Phoenix Park and other shows have shown us that the there is interest by consumers but there needs to be a year round focus on gardening. And not just on display and colour, there needs to be a focus on imparting knowledge and re-educating the consumer in order to break the cycle we find ourselves in and make gardening sexy again. The worst case scenario is that knowledge and passion will disappear completely and all we will have left at this time of year is cyclamens, pansies and gone-over hydrangeas. So, at the risk of sounding a little hippyish, let’s spread the love. ✽

Specialist Perennial Growers Joe & Nuala Young, Young Nurseries Ltd. Ballinanima, Kilfinane, Co. Limerick.

tel: 063 91035 | fax: 063 91500 email: info@youngnurseries.com www.youngnurseries.com

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

02 / RETAIL

RETAIL ADAPTATION: CHANGING TO MEET EVOLVING CONSUMERS Eamonn Wall, plant manager at Arboretum Home & Garden Heaven, sheds light on how changing plant buyer behaviour is shaping garden retailing and providing opportunity for suppliers willing to adapt

was recently asked how retailing in Ireland has changed and to share my thoughts on what I have seen working in the garden centre sector. I have been involved in plant retail for more than 20 years now and the same fundamental principles still apply, regardless of what you are selling. You must be able to provide a product or service that customers want, at a price they are willing to pay. The garden centre industry is no different, despite many centres thinking that plants are unique and they will sell themselves. Well ok, during the boom years all you had to do was put the plants on the benches and they literally walked out the door. It was a case of get them in and ship them out, retail was just so easy. Then a little nasty word called recession popped into the equation and garden centre retailing was to take on a whole new twist. You could say garden centre retailing has gone through a natural selection process, by which the weaker garden centres suffered most during the recession and the stronger ones weathered the storms of those years. The same also

happened to many sheds that thought, let’s sell plants, its easy money. There is an old saying “Don’t carry all your eggs in one basket” and what I am saying is that garden centres that diversified their product range during the boom years were in a strong position. Let’s face the facts, if you think you can open a garden centre and sell only plants and survive, you are delusional or you are now asking what went wrong. I often have a little chuckle to myself, when certain customers take their annual pilgrimage to the garden centre to buy their few trays of bedding and comment on why we stock so many non-gardening products. It’s quite simple; plants alone will not pay the bills; unlike the plant buyers they keep coming in 365 days a year. The real secret to plant retailing in Ireland is diversification and having products and services that will enhance and complement the plant offerings. I remember 10 years ago at the Arboretum when we built our cafe to cater for the growing demand for teas, coffees and lunches. Little did we know, we would have to build on a bigger kitchen within a

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few years and provide more seating area. It must be noted that we built the extension during the recession, once again reiterating the balance between product, service and convenience. I remember Rachel, the proprietor of the Arboretum saying “I had to study horticulture to learn how to be good at catering”. Showing diversification is the secret to good garden centre retailing.

“I had to study horticulture to learn how to be good at catering” ‘Build it and they will come’ is a nice way of saying that if you provide what customers are looking for they will visit your centre. I believe the business model of running a bricks and mortar stand-alone garden centre is no longer a viable option in Ireland. The only way forward is to promote your centre through the clever use of social media and e-commerce. Gone are the days when a garden centre could open at 9am and close at 6pm, and call it a day. I’m still surprised at just how many garden centres have not embraced e-commerce. You can now stay open 24 hours a day through your online shop. I am always surprised at the suite of furniture that was purchased online at 3am, or plants for delivery just up the road. I personally feel that we are only scratching the surface regarding plant sales online in Ireland, but there are many variables when selling plants online. One must remember plant don’t always look and do exactly what it says on the label or in the pictures. The armchair shopping brigades are here to stay and we must embrace this captive market through price, product and service. Eleven years ago I started working

in the Arboretum Garden Centre; now I work in the Arboretum Destination Centre, which is listed on TripAdvisor. From presentation, packaging and impulse, the selling of plants has evolved on every level. Gone are the days when you kept an array of plants for all seasons regardless of whether they were in flower or not. In an ideal world we should carry a range of plants for all seasons, but that old philosophy is a recipe for disaster. There are so many implications with this old style of stocking plants. You have to rethink how you see plants, for example bedding plants should be seen as fresh bread with the same shelf life. Flowering plants could be compared to fresh fruit and treated as such regarding stocking and turnover. Now all I have to do is to convince the growers to look at plants in the same way as the plant buyers and the customers. Everyone loves a winner, and this aplies to plants too. When a plant is in flower everyone loves it. When it goes out of flower, it’s often cast away like an old rag doll. The 21st century customer lives for now, they don’t want to know about next year, they want it now. I’m not asking everyone to go rush out and copy Lidl’s or Aldi’s business models, but would they stock a bench of rhododendrons in July? No they wouldn’t, so why should a garden centre carry a full bench of rhododendrons out of flower to cater to the one person that’s going to look at them between now and next year? You would be surprised at just how many plants are purchased on impulse. The real secret behind impulse sales for plants is Colour, Colour and More Colour. I think it’s the best kept secret within the Irish nursery industry. You would be surprised at just how many suppliers turn up trying to sell plants that have no colour or are out of season. It’s simple: retailing plants out of season or colour is no longer a viable option for both growers and retailers within garden centre industry. They say you can lead a horse to water, but can’t make them drink. A couple of years back Carol Marks from Bord Bia asked me to make a presentation on what the plant growers could do to get plant buyers to buy more of their products, in other words get them to listen to what the end user

wanted. I set out to share my experience as plants buyer for Arboretum Garden Centre. I went through what the modern day customer wants from their local plant centre and what they could do to give it to them. Three suppliers actually took on board the advice I was giving them regarding products, distribution channels, packaging and delivery. I remember saying to Niamh Tully (Tully’s Nurseries) the perception of value regarding having plants in DIY stores, sheds and garden centres all carrying the same branding with no differential between the markets. Niamh listened carefully, and implemented many of my suggestions, hence our sales have grown considerably in a very short time. I can still ring an Irish nursery on a Monday morning and they tell me they will deliver the following week or even two weeks later. Would a supermarket wait a week for its bread delivery? I can also ring Irish nurseries with the ‘can do’ attitude and deliver the same day or the next day. A Dutch supplier receives the order on a Monday, they email the invoice on a Thursday, and we receive the goods on a Friday morning. Retailing plants in Ireland has changed dramatically regarding how the consumers buy their plants, from the product, packaging, availability and the environment in which it is placed. The survival of many garden centres and plant suppliers will depend on their ability to listen and adapt to their customers’ needs. ✽

EAMONN WALL has worked in garden centre retailing for over 20 years. In that time he has built a reputation as one of Ireland’s most knowledgeable plant retail experts. In addition to his direct hands-on experience, Eamonn has recently completed a Masters focused on plant buyer behaviour. He works as a plant area manager at Arboretum Home & Garden Heaven in Leighlingridge, Co Carlow.

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

03 / NURSERY PHOTOGRAPH BY BRUCE MORTON

PHOTO BY KORALEY NORTHEN

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JOHN MURPHY, ANNAVEIGH PLANTS PROVENANCE IS EVERYTHING

RIGHT TREE, RIGHT PLACE

ACER PSEUDOPLATANUS

Ireland’s leading tree specialists share their thoughts on what trees we should be growing

t’s been said that the real meaning of life is to plant trees under whose shade you never expect to sit. If this is the case, then there are a lot of professionals involved in tree planting with life sorted. Alas, it is poor choice of tree rather than longevity that will limit opportunity to shelter beneath the shade of mature specimens. You see, as a nation we’re not good with trees. We love them for sure, can grow a huge variety and appreciate their beauty and environmental benefits, but when it comes to planting the right tree in the right place we often fall short. We’ve all seen the evidence: cracked pavements, overcrowded plantings, dwarfed properties, badly pruned specimens hacked into submission, dying, diseased and desiccated stems of the poorly located, wind-torn leaves, bland repetition of the same old species, disgruntled neighbours living in permanent shade, gaudy ornamentals disrupting the rural landscape… the list goes on. There are many reasons why we struggle with trees: poor education, inadequate contextual knowledge, limited dissemination of past experience, lack of consensus on what we should be planted, reliance on UK-focused data and guidance, and a general lack of joined-up thinking on the subject. Despite the problems we have with trees in Ireland, we do have a wealth of experienced professionals who’ve know which trees we should be using and where. To help address the issues I asked a number of them to share their thoughts on what trees they’d recommend for specific locations. Obviously this could easily be a book in its own right, so to narrow the focus I asked for thoughts on the following situations: coastal, urban street, small gardens, rural gardens, hedgerows, courtyards, shelterbelts, specimens and water side. The experts were not confined to the situations and were also asked to share their favourite trees.

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

On the few occasions I actually visit landscape sites to give advice on tree planting the first thing I do is to look at what is growing in the area and how much shelter is available to allow planting outside the resident species. Many years ago I was involved in a job in Wexford where the client insisted on planting semi-mature Acer campestre ‘Elegant’ on the driveway about two miles from the sea with no protection. The result was a disaster and the only trees that thrived were those in the shelter of the house. The original suggestion was to use Fraxinus ‘Westhoffs Glory’ but when the client discovered they were ash trees they were knocked on the head as being weeds. The only trees doing well in the locality were ash and Lawson’s cypress. When considering trees, most people want to go for the exotic, colourful and rare. Hence the many specifications we come across with Acer griseum, Liquidamber and Robinia ‘Frisia’, all fine trees but suited only to sheltered sites in Ireland and in many cases best planted as multistems. Coastal locations are common in Ireland and require a first defence if you wish to establish more ornamental plantings. Our first choice was always Fraxinus (ash) but with the present ban we had to change to Sorbus intermedia and other Sorbus aria types (whitebeams), Acer pseudoplatanus (sycamore) and Quercus ilex. As we are heavily involved in urban street planting it annoys me to see Sorbus aucuparia selections used in these locations. They never thrive and are relatively short lived. They are more suited to urban gardens or sheltered

rural sites. How many times do you see poor specimens of Sorbus ‘Joseph Rock’ planted outside an industrial facility where Tilias or Carpinus betulus would be more suited? A selection of the best street trees would include Oriental Plane, Corylus colurna, Tilia cordata ‘Greenspire’, Carpinus ‘Frans Fontaine’ or ‘fastigiata’, Acer campestre ‘Elegant’ or ‘Elsrijk’. Acer platanoides ‘Emerald Queen’ is also an under-used tree for street planting. Pyrus ‘Chanticlear’ has become a popular urban street tree in recent years and in cities will remain almost evergreen year round. For pure ornamental appeal in the urban garden it’s hard to beat Malus cultivars. With the right choice they give flower, fruit and autumn colour. In this situation its best to try and plant them fully branched to the ground; that way you increase the show throughout the seasons. The flowering cherries are also a must but in rural areas its best to stick to the white flowered varieties as they fit in better with the natural environment. Prunus avium ‘Plena’, Prunus ‘Shirotae’ and Prunus ‘Tai Haku’ are all fantastic white flowered cultivars that do well in the Irish climate. One of my pet hates in rural Ireland is the practice of tearing out a perfectly good Irish hedgerow and replacing it with post and rail fence and out of place hedging. One of the best hedging plants in rural Ireland is a thorn hedge. Properly established and maintained it is hard to beat but like the poor ash tree it is regarded with distain if you suggest it as a hedge for a rural house. It flowers, fruits and provides a great habitat for wildlife and helps to blend the house into its rural setting. In Ireland we are reluctant to use many multistem trees. They are perfect as specimens in courtyards and limited space planting but also play a big role in screen planting. We tend to think only of the very ornamental forms of Amelanchier and Betula jacquemontii but multistem Acer campestre, Alnus glutinosa, Corylus avellana and Sorbus all provide great cover in a shelter planting or height to bank planting where standard trees may look somewhat manicured in this situation. For parkland planting the oak and beech are hard to beat with limes a good second choice. With modern

farming methods not encouraging parkland planting we are gradually losing the stately trees in the middle of the country fields. There are only a few estates continuing the practice and we need to encourage more parkland planting in the future. It would be shame to lose the sight of the mature limbs sweeping down and trimmed by browsing livestock. About five years ago on the nursery we embarked on a programme of planting as many species trees as possible from Irish seed sources. Over those five years, I have observed the growth rates and form of the Irish stock against the imported stock and I can defiantly say that the alder, oak and birch from Irish seed superior products. Alders grow slower and are stockier and the common birch (Betula pubescans) has a great natural shape without excessive training. We have found it difficult to get continuous supply of Irish stock but my advice is to use as much Irish seed selected stock as possible and if this is not available to at least plant trees grown in Ireland. John Murphy is the owner and operator of Annaveigh Plants and is one of Ireland’s most experienced and respected nurserymen. For more information visit www.annaveigh.com ✽

TERRY O’REGAN THE RYANAIR TREE Michael O’Leary of Ryanair has had some proud moments in the winner’s enclosure at race meetings at home and abroad. I am not sure how closely he is involved with the breeding of his bloodstock, but wonder as he might begin to contemplate retiring should he invest in plant breeding? Those readers old enough to remember the arrival of Japanese

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Quality Products Knockannaveigh, New Inn, Cashel, Co. Tipperary Phone: 052-7462872, Fax: 052-7462875 Contact John, Grainne , Kristine or Trevor email: john@annaveigh.com

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

their proposed creations with mature leafy trees framing the vision! And we are accomplices because we produce landscape master-plans with lots of mitigating trees to satisfy the planning process. Even worse we provide unsustainable growth projections for 10 and 20 year photomontages. Perhaps the only solution is Mickus olearianus ‘Constrictus’, a tree to fit Randy Newman’s questionable hit ‘Small People’. We need trees in our urban areas, but delivering on that need is a highly complex exercise requiring hard decisions, sophisticated planning, rigorous informed specification and an honesty in the industry that quite frankly has been absent for far too long. Terry O’Regan is an acclaimed landscape architect and is one of Ireland’s most active landscape advocates. In addition to running his award winning landscape company BHL Landscapes, Terry is also an author and industry commentator. For more information on his practice, visit www.bhl-landscapes.com ✽

PHOTO BY KORALEY NORTHEN

Annaveigh Plants

cars in these islands will recollect two undesirable characteristics of the likes of the Toyota Starlet 60 series – they were prone to rust and the seats were designed for small bums. I am sure that Ryanair planes are not prone to rust, but their seats are designed for small bums and short legs. Michael O’Leary has had a partial change of heart and would now like to welcome business passengers aboard, but to be comfortable they would be advised to come in convenience pack dimensions. Michael likes novel ideas. To enrich the business class experience he might consider some landscaping a verdant screen of trees on a row of seats between the favoured few and the low cost masses. He might even sell off the trees at the end of each journey. But to fit the limited seat dimensions he would need a tree of well-behaved dimensions – Mickus olearianus ‘Constrictus’ springs to mind – ‘The Ryanair Tree’ - a large bonsai to continue the Eastern connection. Joking aside, just as life has in many ways become ever more constricted for us human beings, so has life become ever more constricted for our vital friends – our trees. Back in the 60s at the start of my horticultural career I often pondered the city centre trees of Dublin and Cork – how did they survive and thrive with their root zones under pavements and buildings? As the years passed I have noticed how many of them have deteriorated and died slow ignominious deaths and the trees planted as replacements are a bit like our washing machines – they come with a certain life span. Investigating the phenomenon does not require all that much high tech science. Back in the 60s there was not that much competition under the pavement – an open rubble and soil substrate, a few gas pipes and leaking water pipes and sewers providing necessary essentials and not that much traffic compaction. Now the urban underground is a maze of cables, pipes, concrete and rammed hardcore. Architects and engineers ask us silly pointless questions – “What volume of soil do you need for that tree?” or even worse: “How much space do you need for the rootball?” At the same time they produce perspective drawings of

ANGELA BINCHY

IN PRAISE OF SMALL TREES Large trees are magnificent, worshipful creatures but we must remember their bulk when mature, their potential light blocking qualities and spreading greedy root runs which may limit the choice of ground cover under them. Many of them have a rather sombre choice of midsummer dress. Fortunately nature realised this and has provided us with a large and magnificent array of shapely and colourful medium to small trees, and large shrubs we can adapt to grow tree-like. In the past I have enlivened an area

in front of an existing beech plantation overpowering a large garden by planting eight standard Amelanchier canadensis in an informal line a few metres from the tree canopy. Now mature the drifting starry, white, flower cloud in May is quite spectacular, and thanks to lots of peat and FYM added at planting the foliage gives off a fiery glow in autumn. It would be nice to have more standard Amelanchier available. Small trees or large shrubs grown as trees are a very efficient way of adding impact to a difficult area or indeed to any park, private garden or yard, especially if they are grown or pruned as multi-stems. Those with light feathery leaves such as Japanese acers, amelanchiers, Euonymus europaeus, Halesia carolina or other members of the lovely snowbell Styracaceae family, Cercis canadensis ‘Alba’, Cornus kousa, Ginkgo are particularly useful. I usually place them as single specimens or in small groups underplanted with bulbs, ground cover or low growing perennials with a flowering season often different to the highlight season of the tree. This planting regime plus the sculptural shape of the tree will give one an interesting feature for a large or small garden all the year round. Garden designers at Chelsea Flower Show have frequently used multi-stem small trees to stunning effect. Some of the species that I remember used this way were Acer campestre, Prunus serrula with magnificent polished red/ brown stems, Rhus typhina ‘Laciniata’ with great, ferny leaves, funky Viburnum rhytidophyllum, and Syringa species. At Bloom Paul Foley had a silver leafed multi-stem Acca sellowiana in his gold winning ‘Facing South’ garden. A striking plant but too tender for general use here. Certain such trees are particularly useful to add highlights to difficult areas on the north side of existing trees, hedge or wall. I have successfully used mixed plantings of multi-stem acers such as Acer palmatum ‘Bloodgood’, Acer palmatum ‘Sango-kaku’ syn ‘Senkaki’ and Acer pensylvanicum in such positions underplanted with Symphytum officinale if the area is contained. Such a planting has produced colourful stems in winter, leaf interest in spring and especially autumn, and the blue/pink flowers

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be Betula ‘Youngii’ if there is room for a weeping specimen. A medium sized area could suit Cercidiphyllum japonicum. And for a larger (but sheltered) space where summer shade is not unwelcome, a (male) Ginkgo biloba could make a striking choice.

PHOTO BY JEAN-POL GRANDMONT

of Symphytum in late spring through summer. The Symphytum is strimmed to base at the end of July early August, there is no other maintenance. Japanese acers need shelter from cold winds to get them going but once acclimatised to their position and well fed they are fine. If the soil is neutral to acid in a similar north side situation with a little shelter, or a large peat bed is made one can grow Pieris japonica, Euonymus europaeus, Rhododendron spp, Arbutus x andrachnoides as clean single stem or multi-stem small trees. Underplant these with drifts of Pulmonaria, hellebores, spring bulbs, Digitalis grandiflora plus autumn crocus and Cyclamen and we have a spectacular changing vista of colour in the evergreen leaves, stems, and flowers and fruit for most of the year, all requiring little maintenance. There really is a place for more multistem small trees as mentioned to be grown, especially those that row in with spectacular stems, leaves and flowers in one package. Remember also that existing mature large shrubs can be transformed with judicial and artistic pruning and stem cleaning. It breaks my heart to see large established shrubs with architectural potential being dumped in the skip. For small spaces and yards I find half standard Sorbus ‘Autumn Spire’ invaluable, to a lesser extent Prunus ‘Amanogawa’. For maximum impact both these trees must have evenly shaped and spaced branches set compactly on the tree. Standard and half standard Pyrus calleryana ‘Chanticleer’ is also very useful, being almost evergreen and with spring flower and autumn colour. The Sorbus and the Pyrus can make spectacular stand-alone specimens if they are well grown and feathered to the base. So too can a member of one of my favourite tree species, Parrotia. Parrotia ‘Vanessa’ grows sufficiently upright to put in a yard, again acid soil or plenty of peat and FYM in the planting pit enhances the autumn colour. Sorbus thuringiaca ‘Fastigiata’ is another tree I find amenable for small spaces. Angela Binchy is a renowned landscape and garden designer, a founding member of the GLDA, and an active industry commentator. ✽

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SPECIMENS

trees need sufficient space below ground with adequate volume and quality of soil, and above ground space for crown development. We need to think about it as growing trees, not just planting them. Below is a small selection of trees I personally feel will do well in specific Irish contexts.

THE COASTAL TREE

ROY GOODWIN TREE-SPACE Arboriculturists now largely deal with the assessment and management of mature landscape trees. That, of course, means trees that were planted anything from 20 to 200 years ago. For anyone designing a tree planting scheme the most useful knowledge can be gained from studying local mature plantings; to appreciate what worked well and what (sadly all too often) has not; and to understand why. Matching species to site dynamics is not that difficult, but mistakes can and are often made. One of the most important but frequently misjudged factors, can be summed up in one word: space. To perform at their optimum,

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

My choice is Acer pseudoplatanus. I suspect this species accounts for more of all our finest mature specimen trees in coastal locations, than any other. Never mind the gardeners’ hatred of its profuse seedlings. Sycamore is a long-lived, resilient tree; and, in maturity (if not mal-pruned), a handsome one. The coastal setting even removes the one minor problem of foliar infestation of aphids. In addition to several oaks, and whitebeam, that also do well in this setting, the small native Arbutus unedo can also be apt.

THE URBAN DWELLER Inadequate soil equals poor trees; and in the urban setting especially, soils are often limited. Our towns and cities need larger canopy trees: long-lived

species that reach a large size. These are the trees that provide the maximum benefits, visually, environmentally and socially, the benefits of which are too numerous to list here. It is of course not easy to commandeer space for trees in our towns. But design solutions are there; examples include the Georgian squares of London and Dublin, or modern engineered products to allow adequate uncompacted soils beneath pavements and roads. Most of all I hope designers of urban tree planting schemes will – one day soon – stop having (and being forced into) a five-year viewpoint; where a tree is planted, often without the slightest consideration that (if it survives) it will grow to mature size. Even in the urban setting, in general we should not rely on repeated pruning to control tree size, or rely on future removal of trees to thin group plantings. Trees are both essential green infrastructure and unique elements in any designed landscape, as their function in and interaction with that landscape and its users changes with time as the trees matures. If we want quality sustainable landscape plantings, we need to start thinking about what will happen in 50

ABOVE: PURPLE PRINCE CRABAPPLE TREE

years, not focus solely on just how it looks and performs in the first five years after installation. In this setting especially, with good site assessment and preparation, the choice of species is really only limited by your imagination. We need greater species diversity in our urban plantings, not least to ensure resilience against pests and diseases and climate change. One good example, for urban streets, is fastigiate oak, Quercus robur ‘Fastigiata’. Other good choices - you will see them already on some Dublin streets - include Turkish hazel and Pyrus ‘Chanticleer’.

TREE FOR THE SMALL GARDEN There is an almost endless choice of species here. In general, choose a small maturing species, given the space limitations. Two favourites include: Acer griseum, and Cornus controversa.

THE COURTYARD SPECIMEN The choice depends on space, and on the visual effect wanted in relation to the architecture. One suggestion for a small area would

There are so many species to choose from. An oak would often be a candidate. Sessile oak (Quercus petraea) for example, can make an even better-formed, massive specimen than our other native oak, Q. robur. Many of the red oaks and the evergreen oaks such as Lucombe oak make excellent specimens. Another topical choice could be Aesculus indica (Indian horse chestnut); It seems resistant to Pseudomonas canker and the recently introduced leaf miner besetting our common horse chestnuts. Lastly, another favourite would be silver lime Tilia tomentosa ‘Petiolaris’ (that is, the weeping silver lime, not T. ‘Brabant’). Whatever your preference, for single specimens space really is crucial. So if the species has a 20m crown spread when mature, try to ensure that no other trees or buildings are within 10m.

WATER’S EDGE Rather than the obvious weeping willow, Populus tremula ‘Erecta’ is a columnar form of native aspen. It has good autumn colour and is good for framing views. In less formal waterside settings, our native alder (Alnus glutinosa) or its cultivars may be ideal.

SUMMARY Match species to site conditions in an informed way to get maximum tree benefits. Urban and garden sites can often be ameliorated to allow greater variety of imaginative and apt species choice. Ensure adequate soil for the species to fulfil its potential, and then ensure that your planting design allows sufficient above-ground space so that the tree’s mature crown size does not become an unmanageable problem instead of the valuable asset it should be. Roy Goodwin is one of Ireland’s leading arboricultural consultants working throughout the island of Ireland. He is also chairman of the Irish branch of the Arboriculture Association. ✽

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

04 / Design

Commercial Sale of Boxwood Plants FIELD GROWN BALLS 30 cms.................240 40 cms.................148 50 cms.................135 60 cms...................35 Total Balls............558 CONES 40/50 cms...........119 60/70 cms...........303 70/80 cms...........100 80/90 cms...........100 100 cms.................40 Total Cones......... 662 CUBES 30/40cms.............181 40/50cms..............95 50/60cms..............40 Total Cubes..........316 PLUS 236 Assorted Containerised Plants of Various Shapes and Sizes Total Plants for sale = 1772 Minimum Order Limits. Reasonable Job Lot Offers Considered.

For prices email requirements to rosemary.campbell@btinternet.com ‘Amongst a sea of or call NI +44 (0)28 20730374 for more information talent, Deadline for Trade Bulk Sale on 14th February 2014 you must (Successful bidder will have 12 months to lift plants) stand out’ 20

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

NEW PERENNIAL PLANTING INVITES AND ENCOURAGES DESIGNERS AND GARDENERS TO EXPERIMENT WITH COLOUR, ASSOCIATIONS AND COMPOSITION. THE WORK WHICH CONTINUES AT BOTH HUNTINGBROOK AND JUNE BLAKE’S GARDEN IS AN INVALUABLE RESOURCE FOR INFORMING THE DEVELOPMENT OF CREATIVE PLANTING IN AN IRISH CONTEXT

NEW PERENNIAL AND NATURALISTIC PLANTING IN AN IRISH CONTEXT Verney Naylor MGLDA cuts back the overgrowth to reveal how the New Perennial Movement is evolving in Ireland and how next year’s GLDA seminar may just define how we will be using plants in the next decade

ashions in plants and garden design change from year to year and over the centuries. And yet many formal gardens today are still divided into segments with rills and pools as they were in ancient Persia. A few years ago dahlias were dreadfully unfashionable but now you can hardly pick up a magazine without a picture of the latest variety. The New Perennial Movement and Naturalistic Design are the latest trends influencing garden designers today. First pioneered in Germany, it moved to Holland where this new style was further developed by Henk Gerritsen and Piet Oudolf and became known as ‘The Dutch Wave’. It later spread to the USA, where it is often called ‘prairie planting’,

and was championed by James van Sweden. Typically, this style, now called the New Perennial Movement, is epitomised by swathes of grasses and massed planting of colourful perennials. There are generally very few trees and shrubs unless they are around the edges, and these might be clipped or pleached. But what makes all this ‘New’? What makes it different from the old-fashioned herbaceous border? Is it the restricted range of plants (but including grasses), the way they are arranged, or simply the scale of it all? After all, William Robinson was advocating wilder planting in 1870 and Gertrude Jekyll, a little later, was espousing the use of many perennials and the natural planting of woodlands. And where do wildflower meadows meet prairie planting? Is it a matter of

“And where do wildflower meadows meet prairie planting? Is it a matter of scale again or just the introduction of nonnative species?” December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

06 / DESIGN

seminar at which James van Sweden was one of the speakers. Every year since, the GLDA has been organising ground-breaking seminars, inviting speakers from across the globe. These have included such luminaries as: Anthony Paul, Topher Delaney, Charles Jencks, Piet Oudolf, Dan Pearson, Andrew Wilson, Christopher Bradley-Hole, Jill Billington, John Brookes, Nori Pope, Ulf Nordfjell, Andy Sturgeon, Cleve West, Luciano Guibbilei, Nigel Dunnett, Tom Stuart-Smith, Rick Darke, James AlexanderSinclair and Tim Richardson. It is easy for gardeners and designers here in Ireland to become insular and parochial in our outlook. We occasionally need to be shaken out of our cozy comfort zone and look at what the rest of the world is doing so that we might adapt the excitement of the ‘new’ to Irish conditions. On Saturday, February 7th, 2015 the GLDA is once again bringing a line-up of interesting speakers to jolt us out of our complacency with their innovative ideas. The theme of the next Seminar will be: ‘Contemporary Naturalistic Design – the New Perennial Movement. Adaptable Style or transient trend?’ Thomas Rainer will be coming from Washington, DC (USA). “A landscape gardener by profession and a gardener by obsession.” He has worked on many prestigious projects and thinks we “should use more natives, plant more daringly, and loosen up that landscape, for crying out loud”. He writes entertainingly and his blog, Grounded Design, is widely followed. Keith Wiley gardens in Devon (UK), where for 25 years he was head gardener at The Garden House. He has now created his own spectacular garden, flamboyantly rich in perennials from all over the world. He is widely traveled, and has gone to great pains to provide the right cultural conditions to match

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

the many habitats from which his plants have come. The methods and design are truly naturalistic. Sylvie and Patrick Quibel will be coming from Normandy (France) where their garden – Le Jardin Plume – is full of exuberant planting within a strong framework of clipped hedges. It includes a large orchard laid out on a grid with squares of native grasses dissected by wide mown grass paths. Their creation is considered to be one of the best modern gardens in France. My own contribution will be to try to reflect an Irish opinion on the theme of the day and to describe my own way of bringing the landscape, and a love of wild places, into the gardens I have been designing for clients for many years. I also hope to evoke responses to the many questions I, and others, have regarding this new design style. Whatever the answers, I’m sure the day will be both provocative and challenging, but above all, totally fascinating and definitely an experience not to be missed. ✽

VERNEY NAYLOR

KORALEY NORTHEN

scale again or just the introduction of non-native species? The big question is, how does this new style of planting design fit into an Irish context? Are we already embracing it either deliberately or unknowingly? Will it last, or will we get bored with it? Or will it gradually change into yet another ‘style’? There are several interpretations of this modern style in Ireland. In Co Wicklow, June Blake’s huge rectangular beds are full of interesting, mostly tall, perennials. Nearby, Jimi Blake’s garden is similar, but with several large curved beds. Both gardens include many grasses and have long seasons of interest from hellebores and spring bulbs to late autumn flowers and conspicuous seed heads. In West Cork, Piet Oudolf designed an extensive late summer meadow for a private client which has some lovely colour combinations arranged in large beds divided by wide curved grass paths. Again there is a liberal use of many different grasses. Some of us wonder whether swathes of perennials, as in this new style, really suit Ireland. We don’t experience the extreme continentaltype climate that the rest of Europe (or America) does. Because of our more temperate conditions, plants hardly stop growing in the winter and, of course, it is far wetter. Consequently we are fortunate that we can grow a wide range of plants including many exotic and tender trees and shrubs. So it seems a pity to restrict ourselves to the prairie types. I imagine that the maintenance of these massed plantings is quite labour intensive what with weeding, watering and slugs. And what happens after a few years? Does the whole planting need radical intervention or do these sorts of plants look after themselves? In 1997 the Garden & Landscape Designer’s Association was officially launched by Sir David Puttnam (now Lord Puttnam). This was followed by the very first design

has many years’ experience of designing gardens and is a founder member of the GLDA. Since 1977 she has created hundreds of exciting gardens all over Ireland ranging from balconies, courtyards, small town gardens and suburban plots to large estates and country gardens. Verney’s style is mainly informal and naturalistic. She enjoys working with rocks as well as other natural materials. Having a wide knowledge of plants, she specialises in the planting of interesting, all-season and lowmaintenance gardens. Tel: 027 61031, email verneyn@eircom.net

Kilmacanough, Wicklow

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December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

PHOTOS: JOSEPH BLAIR

IN PICTURES

INTERNATIONAL GARDEN CENTRE CONGRESS 2014

The great and the good of International & Irish Horticulture came out in force to celebrate the 2014 Garden Centre Congress in Ireland which included a Gala Event attended

JULIA RICOTTONE, CANADIAN NURSERY LANDSCAPE ASSOC., BARRY DOYLE, ARBORETUM & ANTHONY O’NEILL (O’NEILL’S GARDEN CENTRE CANADA

KARL JONES (JONES GARDEN CENTRE) MARIA & ELAINE NOLAN (COIS NA HABHANN) PETER DONEGAN (DONEGAN LANDSCAPING LTD) BARRY DOYLE (ARBORETUM GARDEN CENTRE)

by President Higgins amongst others. A week of trips to Irelands best garden centres, nurseries and estate gardens also took place.

EUGENE HIGGINS, ELAINE CROSSE, KAREN VARGA, EDITOR OF GARDEN CENTRE MAGAZINE (USA) AND KEITH KIRSTEN, HORTICULTURE PERSONALITY (SOUTH AFRICAN)

TOUR OF O’CONNOR NURSERIES

PHILIP MOREAU & LORD ANTHONY ARDEE, KILLRUDDERY HOUSE & GARDENS

VICTOR SANTACRUZ (CANADIAN NURSERY LANDSCAPE ASSOCIATION) RACHEL DOYLE, ARBORTEUM & PRESIDENT IGCA) AIDAN COTTER (CEO BORD BIA)

CIARAN O’BRIEN (OF PETER O’BRIEN LANDSCAPING) AND PETER DONEGAN (THE SOD SHOW)

TONY AND JANET BLAKE (UK), PHILIP MOREAU (GLENBROOK NURSERIES)

MARIA, MICHAEL & ELAINE NOLAN (COIS NA HABHANN GARDEN & LIFESTYLE CENTRE) WITH JOHN HEGARTY(WEXFORD COUNTY COUNCIL) & RACHEL DOYLE (ARBORETUM)

MONICA OSIAL, GILLIAN BUTLER & WENDY OWLEY (O’CONNORS NURSERIES)

AILISH, HELEN, JIM O’CONNOR & FAMILY (O’CONNOR NURSERIES)

ABOVE: LEAH GUNNE (VERVE) & MIKE NEARY (BORD BIA)

ESTELLE CORNELL (AUSTRALIA) KRISOFFER & TORHILD V. SOEDERSTROEM (NORWAY)

ROBERT TODD & RENAE BOBBETT (BEAVER BARK GARDEN CENTRE, US)

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

JIM O’CONNOR (OCONNOR NURSERIES)

PETER DONEGAN, EUGENE HIGGINS & DAVID CORSCADDEN (IRELAND’S CELEBRITY GARDENERS)

RIGHT: SUE ALLEN(MILBROOK GARDEN UK) DAVID HOWARD(BAY ROAD NURSERY, AUSTRAILIA) & RACHEL DOYLE(ARBORETUM) CLAIRE HAYES (NEW GARDEN CENTRE MANAGER AT POWERSCOURT)

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

IN PICTURES

IN PICTURES PHOTOS: JOSEPH BLAIR

IRISH FLORIST GUILD (IFG) ANNUAL SHOW 2014

GLEE BIRMINGHAM

HortiTrends & Horticulture Connected were official media partners at GLEE 2014 and participated at the event with a trade stand promoting Irish Horticulture products and services. Photos by JOSEPH BLAIR

MARY O’GARA PRESENTING AWARD TO VALERIE CASSERLY OF FLOWERS BY LYNDA IN THE BRIDAL COMPETITION

TOP LEFT: JOSE WEBSTER (GARDEN ON A ROLL) SUZANNE, BOTTOM: PATRICK & LISA MEEGAN (GIE IMPORTS & EXPORTS)

RACHEL DOYLE (ARBORETUM) & JOHN STANLEY

VIAFLOR TEAM

KAREN MASSEY, PATRICIA RYAN, IRENE HUGHES

HELEN & JOHN KELLY (AQUAFLOR FLOWERS DIRECT)

BORD BIA GROW YOUR BUSINESS USING SOCIAL MEDIA EVENT

CAROL MARKS, MICHELLE FLANNERY(GLENBROOK NURSERIES, MARY REILLY, KRISHNA DE

LIAM MAC MAHON (NAD), THOMAS CRUMMY (ALCI CHAIRMAN), NIGEL BETTS, (URBAN PLANT LIFE) CAROL MARKS (BORD BIA)

DAVID JENKINS(TURFCARE EQUIPMENT) BARBARA JARMON(DJ TURFCARE) LIAM MAC MAHON(NAD) JULIE DJERFI & STEVEN DE WINNE (DJ TURFCARE)

KRISHNA DE (SOCIAL MEDIA GURU) & KEVIN DENNIS

REI ECOMMERCE CONFERENCE

RAY MCLOUGHLIN (THE ORCHARD) MICHEAL DEVITT (NEWLANDS)

RAY MCLOUGHLIN & GERRY DOOLEY (ORCHARD HOME & GARDEN)

TOP LEFT: DAN WARD, KIERAN SKELLY (KM NURSERIES) JOHN SMYTH BOTTOM LEFT: BRENDA HENRY, CATHAL CORR, RONAN HENRY (HANDYTECK)

DAVID FITZSIMONS (CEO OF RETAIL EXCELLENCE IRELAND) JOHN HORKAN (HORKAN’S GARDEN CENTRE) & FERGAL DOYLE (ARBORETUM)

STEPHEN HEGARTY (JONES GARDEN CENTRE) PAUL & JUSTIN HARVEY, (WINDERMERE NURSERIES) CARL JONES (JONES GARDEN CENTRE), EOIN REID (FERNHILL GARDEN CENTRE)

CLOCKWISE FROM RIGHT: GREG HALES (COMPOSTING CANON AUSTRALIA) & DALE DAVIES (WOMBAT LEATHER), AIDAN WALL(TP WHELEHAN SON), CHRIS ROSS, (SCOTTS MIRACLE GROW) ALAN KELLY(TP WHELEHAN SON) RACHEL DOYLE, PAUL & CAROL COOLING (COOLINGS GREEN & PLEASANT LTD) CATHAL FANNING (DRIMNAGH GARDEN CENTRE) EAMONN GRAY (WESTLAND)

BRIAN O’NEILL & DAVID BRENNAN (WOODIES DIY)

BORD BIA

‘A TASTE OF CHRISTMAS’ EVENT

KAREN NIXON, ALTHAEA FEDERLEIN, COLM DAWSON

MARK GREHAN & MARCELLA O’SHAUGHNESSY

MARIE STAUNTON, EUGENE HIGGINS, CAROL MARKS

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

EMMA ROGERS (PR MANAGER OF WESTLAND HORTICULTURE)

DEREK & STEPHEN DOYLE (DS SUPPLIES)

BARRY & RACHEL DOYLE (ARBORETUM) GERRY DOOLEY (ORCHARD HOME & GARDEN)

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

05 / INTERVIEW

BARRY LUPTON INTERVIEWS TONY WILLIAMS

05 / INTERVIEW

THE RIGHT TRACk

PHOTO: BARRY LUPTON

he evolution and development of Landscape Architecture in Ireland is a process which evolved in the last quarter of the 20th century but in particular since the formation of the Irish Landscape Institute (ILI) in 1992. Despite advances in organisation, professionalism and educational provision, the profession has not achieved the recognition it deserves. There are many possible factors which influence the evolution of Landscape Architecture in Ireland, including: ● a lack of legislative protection ● the dominance of the built environment by the traditional professions of engineering and building architecture ● limited understanding of the role, function and value of the profession at all levels ● the increasing complexity of Landscape Architecture and its related fields ● reduced budgets for implementation and maintenance of landscape schemes ● and a general lack of societal appreciation for the value of landscape. However, things are changing. Through their training and practice Landscape Architects are intelligent, creative, multi-disciplinary professionals, experienced in collaboration and generally passionate about ensuring quality in the design, construction and maintenance of landscapes both in urban, rural and indeed all environments. The profession is acutely aware of the need to manage change as our landscape is constantly evolving or subject to external pressures. Landscape Architects prefer to be proactive rather than reactive. The Landscape Architect community is active on many fronts, with the Irish Landscape Institute representing its members both nationally and internationally through its membership of the International Federation of Landscape Architects. The ILI currently represents over 160 members working toward increasing quality standards, facilitating professional development, raising awareness and supporting collaboration between related disciplines.

To gain a greater insight into the domain, I spoke with the current ILI President and Principal landscape Architect with the Railway Procurement Agency, Tony Williams MILI

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

B. You originally trained as a botanist, why the switch to landscape architecture? T: It was more a development really and not a switch. One of the routes to becoming a Landscape Architect is to do a Masters of two years after obtaining a Bachelor Degree in a related discipline. I completed the Masters at University College Dublin in 1998, The course was still in its fledging state but was an exciting and rewarding time and I would sincerely thank Dr Desmond Fitzgerald for his tutoring and the gift of insight into Landscape Architecture along with the other tutors including Dr Karen Foley, current head of Landscape Architecture.

Ireland. What are your thoughts on this subject? T: We are working on many of these issues and through the work of our members and colleagues in related disciplines I feel we will address them. Of course, some issues will take time and require us to deal with the regulatory authorities. We also work very closely with our colleagues in IFLA and particularly IFLA Europe so many of the solutions will be developed in tandem with our European colleagues and through the European institutions.

B. How do you feel your formative training has informed your landscape work? T: The Masters is structured to ensure

B. While the challenges may be many, the potential value which Landscape Architects can bring to Ireland are far more numerous. Which do you feel are the most pertinent? T: The human being is at the centre of our

that the skills necessary for both design and construction are learned in a coherent manner. After graduation there is also the professional practice period of a minimum of two years and the requirement to sit professional practice exams. Overall the education and training is designed to ensure a well rounded professional capable of all stages of work and with the ability to create functional yet beautiful landscapes.

design and it is this focus on human scale which is one of our strengths. We also have a holistic view of many issues facing our planet and can ensure that larger scale projects such as flood attenuation, coastal and water defences and many infrastructural projects are designed with this holistic view of landscape. We strive to ensure a human scale and for a positive landscape outcome and that attitude is most pertinent.

B. You work as Principal Landscape Architect for the RPA. What are the challenges and rewards of the position? T: Working on city wide projects

B. There is much criticism of Landscape Architects that they do not do enough to promote the use of Irish plant stock in their work. Is this criticism well founded? T: I think we tend to specify plant

in an engineering-led environment is challenging. We must redesign the streetscape to accommodate the tramways and usually have to reconstruct the street from façade to façade. There are not many jobs where you get the chance to change the streetscape in such a dynamic way. My hope is that it is always a positive change. One of the challenges is also to balance functionality of a mass transport system with the requirements of a city to be beautiful. We try to use high quality finishes whilst also being aware of the need not to squander much needed funds.

B. I mentioned a number of factors I consider to limit the evolution of the profession in

material and hard landscape materials with a view to functionality and would always hope for an Irish supplier. However, in general, the procurement of materials is covered by contractual issues and so perhaps it is the contractual environment that requires to be reviewed and amended if possible. Of course procurement rules within Europe sometimes may mitigate against this. It would be my hope that the new structures we are discussing among the fledgling Irish Association of Landscape Industries might address this issue.

B. Following from the last question, how would suggest Irish growers better engage with the Landscape

Architecture community? T: We need to work together and it is a two way stream. We need to give enough lead time to allow Irish growers to prepare the stock. We also need some way of ensuring more appropriate and adequate lead times and matching this to the supply chain. It’s a challenge but one we must tackle as locally sourced plant material will establish better as it is grown to suit our conditions. I’m sure the horticulturists will tell us more.

B. How do you respond to the critics who say Landscape Architects (generally speaking) are very weak when it comes to plant knowledge? T: I would say that in some cases this may be true and in my own case a knowledge of botany is not necessarily translated into good horticultural knowledge but does provide an appreciation of the discipline required. I tend to always collaborate with horticulturists or ‘pick the brains’ of landscape contractors and nurserymen and women. Detailed plant knowledge comes with time but I would also suppose that perhaps more emphasis is placed on students to learn before practicing.

B. Through your role with the International Federation of Landscape Architects (IFLA) and in particular IFLA Europe, you are heavily involved in the advancement of Landscape Architectural education. From this perspective, can you provide some insight into how the domain is evolving? T: Right now, we are trying to prepare a common education platform that will allow us to regulate the profession and gain acceptance within the Professional Qualifications Directorates in Europe. IFLA Europe covers the Council of Europe area and European Economic Area, so includes from Iceland to Russia and Finland to Turkey. Our challenge is to ensure that our profession is trained to suit the wide variety of tasks we undertake and also that there is a common thread. We are focusing on ensuring the core disciplines are provided and also that advanced competencies are allowed for in what is

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

05 / INTERVIEW a diverse education system when considered within the IFLA Europe jurisdiction. We work closely with colleagues from the IFLA world, and are gaining recognition by virtue of the quality of our graduates and the work of our professionals. A recent paper gives some of my thoughts on landscape education. www.irishlandscapeinstitute.com/wp-content/ uploads/2014/02/IFLA-EU-GA-2013-Education-AppendixThoughts_On_Landscape_Architectural_Education_T_ Williams_1304.pdf

B. What are the foundations of a top quality education in Landscape Architecture? T: In general, the courses must have a practical basis and ensure the core and advanced skills are taught. We have a project within IFLA Europe, stage 1 of which is complete. This analysed the possible currilula and the courses which form the core skills of discipline. www.eu-teach.eu

B. How would you like to see educational provision evolving in Ireland over the next decade? T: I’d like to see the further development of the courses in UCD.

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We have a very good four year Bachelors course and a Masters programme. We need their energy to ensure we remain a vibrant profession here in Ireland. There may also be scope for modules within courses in landscape and perhaps collaborative education projects that link the various landscape professionals i.e. Landscape Architects should appreciate the knowledge of horticulturalist, nursery stock growers, landscape contractors and vice versa. It would be good to see more graduates being able to stay and work here, and form part of the ILI. But many of them emigrate. We need their energy, to ensure the Irish profession remains vibrant.

B. Why should landscape students become members of the ILI? T: It is their link to their profession in Europe and worldwide through our links to IFLA. We are also working towards recognition of the profession and thus ensure members have the professional recognition and legal standing that we/they deserve.

B. Despite the efforts of successive ILI councils, the lack of legislative recognition and protection for the name ‘Landscape Architect’, the title remains stubbornly illusive. Why is this and what is the current state of play? T: Dealing with officialdom is our main obstacle and the recognition of a profession in law is a difficult thing to obtain. The most likely route is through the offices of the European Commission so our main work is with our colleagues in the IFLA and IFLA Europe. Of course we are also working with colleagues in other professions to lobby government for recognition of title and profession. It’s important also to say again that not all professions are regulated by law (including lawyers) but that the recognition by the public of a registered professional is also part of the equation. We have now registered the trademark for the ILI and will be promoting this in the near future. This will ensure that those seeking the

services of a landscape architect can ensure they are getting a fully qualified and registered professional (albeit registered and policed by us with assistance from the IFLA). Registered Trademark No. 248769

B. The Institute has played an important role in the formation of the long overdue National Landscape Strategy (NLS). How do you feel this strategy will impact on the profession? T: The strategy is a requirement of the European Landscape Convention agreed in 2000 by the members of the Council of Europe and ratified by Ireland in 2004. The NLS is still a draft so we will be lobbying for its implementation. If implemented in a coherent manner it will not just benefit our profession but will make a significant contribution to enhancing and protecting our landscape whilst ensuring responsible development.

B. It’s been said that the name ‘Landscape Architect’, is currently having a crisis of identity. What’s your take on this? T: I have no such crisis of identity but would say we have much to do in order to raise the profile of the profession and ensure we are identifiable.

B. What are your personal thoughts on what the newly formed Irish Association of Landscape Industries (IALI) can achieve? T: We have long discussed the possibility of joining together as an industry and our recent efforts will be worthwhile in the long term. We have had a few exploratory meetings and I believe we are setting the stage for a vibrant and dynamic landscape industry. The members of the IALI as landscape professionals are best placed to design, construct and manage the landscape, and the participants in the newly formed association are the key players. We still have some way to go to ensure we develop the systems and procedures and indeed the bureaucracy to ensure that the profession are in control of large and small scale projects. There are many examples where the landscape design is produced by us as designers but not translated into actuality due to the procedures involved in procurement and the fact that we as an industry can be somewhat removed from signing off on the overall contract work. We will be striving for a formality to be established which ensures that materials and workmanship are signed off by the appropriate landscape professional on all stages, from design to planting, supply to construction and to post completion maintenance, with the overall aim of ensuring that our initial vision is translated into actuality.

B. What advice would you give to someone exploring a career in Landscape Architecture? T: If you are passionate about landscape, then this is for you. I suggest checking our colleagues’ website in the UK and the video ‘I want to be a landscape architect’ at www.youtube. com/watch?v=zbx3FDDNeQM ✽

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

06 / CONSTRUCT

“Contractors should not be responsible for plant materials if the maintenance is not undertaken by the original contractor”

EFFECTIVE PRICING FOR

TREES AND SHRUBS Landscape cost estimating specialist, Colm Kenny details a strategic approach to effective pricing of trees and shrubs for landscape works

very new landscape project involves some component of soft landscaping works. This is the key area of every horticulture based contracting business where clients have faith in their landscapers’ and gardeners’ expertise to carry out soft landscaping works correctly. If you consider that other contractors in the wider construction industry such as civil contractors and traditional builders are increasingly turning their hand to patios, driveways and other external works once carried out exclusively by landscapers, soft landscaping is really the only barrier between them. With less projects starting on site over the last few years, and the lines defining each industry becoming eroded, landscapers really need to use their expertise on trees and plants to their advantage. The planting of trees, shrubs and hedging should be one of the more straightforward components of a landscape package to estimate, as all the information such as sizes and numbers are usually given to you along with a drawing showing where each one is to be planted. Compared to, say, estimating for a new path or driveway where you have to calculate breaking up the existing surface, determine formation levels and the depth of dig, calculate the volume of excavated material to be taken away, calculate the filling required, the amount of paving require, formwork for concrete paths etc, pricing plant tenders should be an easy job. In order for landscape contractors to submit accurately estimated and successful soft landscape tenders, a consistent approach is required in order to ensure that costs are covered and a level of profit is achieved to ensure the business survives. The first step is to examine the drawings, relevant specifications and planting schedule. The majority of specification documents are generic and you may have

seen them before but it is important to ensure that you are familiar with the specification for each individual project and ensure that important information is not overlooked. Assuming you received a detailed planting list, the next step is to send off a schedule of required materials to suppliers. You should send that list to reputable suppliers you have a good relationship with and have dealt with successfully on past projects. Two or three suppliers is sufficient. If possible send the suppliers the list in a form they can edit such as Excel or Word, as it will save time for both them and you. If reproducing the list in a digital format, take care not to omit any items or details. Once you have received the supply quotes, analyse them carefully. Don’t just look at the bottom line; study the individual items to see if there is a large price disparity between suppliers. Are they pricing to the required specification? If there is a large discrepancy between suppliers, contact the lower priced supplier to see if the rate quoted is correct and to specification. Obviously if you are satisfied that all suppliers are pricing the same materials to the same spec and you are happy to deal with the lowest priced tender, you can use their rates as your base rate when building up your tender rates. The drawings need examination too. Contractors should analyse the conditions of the location where each tree and plant is to be planted. This will have a bearing on the cost of planting operations. For example, planting into the side of a steep bank will be slower and more demanding on resources than planting on flat level ground and therefore will have an increased cost associated with it. Similarly planting materials, such as rootballed trees into established grass areas, will cost more that planting the same tree into fresh unseeded topsoil. The reason for this is that established grass will have to be protected

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

during the works. Often contractors use sheets of plywood to prevent damage to existing grass. This can be a time consuming process but is less expensive than the alternative of patching up damaged grass, and as experienced contractors know, this is not an option. Another often overlooked consequence of planting into existing grass is the volume of surplus excavated material generated when planting rootballs. Removal of this material and associated costs need to be calculated as it is a slower operation and one that can affect productivity. Traditionally, quantity surveyors measure landscape works in Element (80) of standard Bills Of Quantities (BOQ). If you have received a BOQ as part of the tender package, it is important that this document is completed and returned to the client. Often the tree planting pits are not measured but are described and packaged together as an item or at the beginning of a ‘planting’ section where a note indicates that the rates below are deemed to include...” and then proceeds to describe the planting pit from the relevant drawings. Failure to carefully read these notes is a massive oversight and can prove costly, especially if there is are any special requirements associated with the planting pits. Such special requirements can involve the supply of urban soil mixes, tree pit irrigation systems or porous resin surface finishes. It is important that any discrepancies between the drawings and the BOQ should be notified to the client and relevant members of the design team. This will reduce the risk of disputes once a project starts, which from an ethical point of view is good business practice. Contractors might think they have a card up their sleeves to look for extra money through variations or omissions in the BOQ but the drawings will always supersede the pricing documents. In any event, this country is too small to attempt to pull a fast one on the

landscape architect, designer or client. If the cost of preparing the planting area is not shown in the BOQ as a separate item, it needs to be calculated and added to the unit rate for each plant and tree. The first step is to establish exactly where the landscape contractor is beginning his contract from. Is the main contractor supplying and spreading the soil to the required depths or is this part of the landscaper’s works package? Main contractors typically supply and spread the topsoil but it is always best to ask the question. One point regarding this that should be borne in mind is that measurements in the BOQ won’t separate out the different areas on the site. For example, an area at the side of a bank which needs cultivation by hand will be lumped together with shrub beds on the flat ground that can be worked with a machine. When you are estimating such items, it’s important that you separate out as best you can each different area and calculate an average rate to submit in in your BOQ. The final item that is usually measured is the supplying and spreading of bark and other mulches. It’s a straight forward operation but one that is time consuming and labour intensive. Shrub beds planted with hardier landscaping plants are a lot easier to mulch around than perennial plants, for example. Buying mulch in bulk is more cost effective than buying in or tonne bags, but make sure you’ve considered costs associated with access and storage on site. If a BOQ is not supplied with the tender and only the drawing is sent out, a ‘bottom up’ approach is needed for estimating such works. Using this approach, you literally calculate all your costs associated with planting starting from the bottom up and divide it into the number of trees and plants. You should keep the costs associated with planting trees and plants separate as they are really two different operations.

Maintenance is something that can appear in Element (80) too and it is usually for the normal 12 to 18 months defects liability period. If it appears on the BOQ, price it accordingly and do not leave it blank. If it is not on the BOQ, you should ask the main contractor or client about retention on the project. Over the years I have often had discussions with clients about this and argued the point that contractors should not be responsible for plant materials if the maintenance is not undertaken by the original contractor. Say landscaper A carries out the installation works and landscaper B is employed to carry out the maintenance but there is 3% retention held for the period of defects liability for landscaper A. This 3% is subject to landscaper B carrying out his maintenance duties property and ensuring all trees and plants survive the liability period. If they don’t, what happens then? The original contractor misses out on the retention. I don’t think this is fair and needs to be examined by all parties in the industry. It is the supplying and planting of plants and trees that sets landscapers apart for other industries and you should be using it to your advantage to promote your business and improve your bottom line. As my father told me repeatedly when I was younger, money doesn’t grow on trees, but you can makes a sustainable profit by planting them, once you calculate your costs and profit margins correctly. ✽

COLM KENNY, B Ag. Sc. (Land. Hort), M.Sc. Quantity Surveying. Colm is a landscape estimating specialist. He provides cost and implementation advice to landscape industry professionals, technical advisors, contractors and facility management companies. He can be contacted on 087 288 5016 or by email info@landscapeqs.ie

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

07 / LANDSCAPE

LANDSCAPE NOTES FROM

TEL AVIV

Scott Renwick, a Landscape Architect working in Tel Aviv, shares his thoughts on pursuing a profession in a very different landscape After originally training in horticulture at the National Botanic Gardens Glasnevin, Scott Renwick decided that his strengths lay in design. To pursue his passion, he completed a landscape design diploma course with Senior College Dun Laoghaire (now Blackrock Further Education Institute) before progressing to a BSc in landscape architecture at the University of Gloucestershire. Having completed his studies, Scott emigrated to Israel where he worked as a landscape architect, and founded the internationally renowned Landscape Architects Network (www.landarchs.com). Taking a break from his hectic schedule, he shares his thoughts on pursuing his passion and profession in Israel’s capital, Tel Aviv.

Tel Aviv is a relatively new place. Established in 1909 it is the realisation of one man’s vision, the renowned Scot Patrick Geddes. A biologist, sociologist, geographer, philanthropist and pioneering town planner, Geddes was asked to prepare a masterplan for Tel Aviv under British mandate. The core of Tel Aviv was built entirely to his plan and centres on a network of boulevards which run through all the main points of the city and which are lined with paths, bicycle lanes and roads on either side. They remain one of the city’s primary tourist attractions. Not only do they connect people to every major hub in the city, they also provide places of refuge, fun, activity and even romance (I proposed to my wife on Ben Gurion Boulevard). Not to mention a marching site for public demonstrations (in 2013, four thousand people people marched down Israel’s most famous boulevard, Rothchild, in the name of animal rights). The added value of these boulevards is that they are lined with mature

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

trees, acting as a cooling system and lowering the outdoor temperature by as much as four degrees, protecting its users from direct sunlight and showering them with much appreciated dappled shade. With its Mediterranean climate, year round sunshine and café culture, Tel Aviv has some clear differences from Ireland when it comes to design; but what may be of more interest is its similarities, as you will see what binds us in design is not just our goals but also our common mistakes. In Ireland one may complain about the outdoor temperature and rain, ironically when you go to a hot climate these are exactly the same things people complain about. One has too much, the other has too little and a good design whether it is in Dublin, Tel Aviv or New York must address these issues. To ignore them ultimately leads to poor public space design. Ireland and Israel share many similarities including their physical size and population density. These

similarities have had a similar impact on the profession of landscape architecture insofar as they have limited the capacity of each country to produce qualified graduates. As I write there is still only one educational pathway for landscape architecture in Israel: The Technion Israel Institute of Technology in Haifa. The annual graduate turnout is just 20 to 25. When you consider that many of those will not pursue a career in landscape architecture and others will go abroad to seek employment, the final head count employed in Israel will be in the single digits. The situation in Ireland is pretty similar. The shortage of qualified landscape architects worked in my favor when I moved to Tel Aviv. While my fellow graduates were struggling to find work in the UK and Ireland I had a ton of interviews to attend (graduates take note). The impact of this shortfall manifests on the ground in many forms. Most notably, the positions that should be held by landscape architects are in fact filled by architectural technicians. In my opinion, they often do a better job! This supplanting of positions affects the industry by lowering the wages of qualified landscape architects. After all, why would an employer pay more money when he can get a less qualified person to do just as good a job at a lower price? The bottom line is that landscape architecture is a business and needs to be treated like one. If it isn’t, it won’t last. People pay for results but rarely pay for concepts. While there are most certainly limitations presented by working in Israel, Tel Aviv affords opportunities for pioneers in dry climate design. From my experience this manifests in two forms, the design and installation of hyper-effi cient irrigation and the creation of xerophyte landscapes, those that require little or no water and maximize that which is available. Perhaps that most important opportunity presented by working in Tel Aviv – far more than working in Ireland – is the Israelis’ love of outdoor culture. People will use space regardless of the design quality but the love of the outdoors raises the profile of the profession and translates into a wider appreciation of better public spaces. In contrast, public outdoor

space in Ireland is often centred on single season, daytime use. You can stroll through Tel Aviv at any time of the year, day or night, and people will be outside having picnics, playing chess, exercising or using the bike scheme. This yearning and willingness to be outside is felt by all and contributes significantly to a general

“Successful landscape architecture must reside in a harmony between society and nature, we must strive for a biophilic utopia, regardless of where we live” sense of connection and security. Feelings are as important on the streets of Dublin as they are in Tel Aviv. Now don’t get me wrong, Irish people love being outside as much as Tel Avians, but for landscape architects working in Ireland the job is a lot tougher. To convince Irish people to use public space Irish landscape architects need to give people a reason that’s as bright as the sun that shines down on Tel Aviv.

PERSONAL EXPERIENCE One thing moving to Tel Aviv showed me is that the skills I gained during my studies are internationally transferable. Well, almost all of them. The most transferable are what you could refer to as technical skills: millimetres are the same in Dublin as they are in Tel Aviv. Conversely, my plant knowledge was of little use. My ability to conceptulaise and creatively present was certainly not required. It was somewhat disappointing to move into practice and realise that that things I enjoyed studying most (conceptulising and creating) are far less valued than the ones I least enjoyed. The primary reason for this is money. Technical skills can be charged for; thinking cannot. One of the frustrations of working in Israel – something landscape architects around the world will relate

to - is the near-sighted focus on effi ciency and lowering costs. It’s hard to see the big picture when you’re focused on next week’s wage bill. This overemphasis on short term budgets is having a serious negative impact on the environment and any moves towards the adoption of ecological design principles. In Tel Aviv, and Ireland too, this translates into an unhealthy obsession with growing lawns in places where no lawns should be. This is obviously a bigger problem in Israel than Ireland as any lawn in Israel needs constant irrigation and in several cases, annual replacement. Regardless of where you live and work, the way forward for landscape architecture is a greater emphasis on education and the dissemination of the knowledge we hold dear: the need and benefits of conserving and promoting nature, and the consequences we face if we take another path. Only when people know better will they demand better. Better places do not lie in better concepts or the latest technology; they rely on our ability to appreciate what already exists. From my time as an over-zealous student to a grounded professional I always believed that the future lies in striving for a biophilic utopia, regardless of where we live. ✽

SCOTT RENWICK graduated from Senior College Dun Laoghaire with a Diploma in Landscape (now Blackrock Institute of Further Education) before completing his Landscape Architecture qualifications in the University of Gloucester. Having completed his studies, he emigrated to Israel and began work as a Landscape Architect and the now world renowned Landscape Architects Network (www. landarchs.com). He now divides his time between design work and Landarchs. He can be contacted at office@landarchs.com.

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

08 / INSIGHT

HOW IRISH GROWERS AND RETAILERS ARE RESPONDING TO NEW TECHNOLOGY

KORALEY NORTHEN

Horticulture Connected is delighted to feature perspectives on technology use in the Irish sector by two of our most highly regarded early adaptors, Roy Rentes of Rentes Nursery and Jim Clarke of Johnstown Garden Centre

THE UPLOADED NURSERY ROY RENTES In my time with Rentes Plants, which is fast approaching a decade, I’ve witnessed firsthand the breakneck pace of change occurring in the industry as people become more tech savvy with more devices being internet-ready and younger generations stepping up and going digital/online. Far from replacing old buying habits, these changes haven’t affected the foot traffic to the nursery. People still want to see and feel the plants prior to purchase. At Rentes Plants we have been pushing tech improvements as much as we can, ranging from new administration processes and websites, to taking delivery of an entire suite of new computers and networking equipment to allow us to improve

efficiency in an era where time is scarce. We’ve also seen massive improvements out of the office. Top-spec grow houses, new potting equipment, growspace heating, cooling facilities and more have enabled us to vastly broaden the range of what we can offer with cost savings and quality improvements. But it won’t stop there. Nurserymen who have witnessed the automated mega-nurseries in Holland and Germany know the huge gains in efficiency and productivity that such technology can deliver. Being able to instruct a machine to ‘water these, spray that, move those from A to B’ and for the system to do it all with a push of a button is an enticing prospect, and one we should all be marching towards. There needs to be a much greater desire for adopting technological change within the industry.

“There needs to be a much greater desire for adopting technological change within the industry”

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

For more information on Roy and how he and the Rentes team are utilising technology todevelop their nursery business visit www.rentes.ie ✽

JOHN CAPRAINI

DIGITAL GROWTH...

Previous attempts to bring this in, such as the now stalled Growtrade platform, offered huge benefits but now lie dusty on a shelf from a lack of uptake because of fear of the unknown. I can see a revamped Growtrade being launched in the near future, and we should all be getting on board. Adapting to new technology is slower in the nursery sector than in other industries in Ireland, which is understandable as horticulturists work with their hands, and modern technology is something many people have only a passing knowledge of. I am going to lengths to stay in touch with technology, enrolling in a part-time higher diploma in computer science with the aim of eventually developing new web content and android/Apple apps in-house. Colleges are screaming out for students, and there has never been a more urgent need for people to develop IT skills than now. Rentes Plants has seen a sudden shift to web sales with 1% usage two years ago now pushing past 15%+ for our webshop. More customers access our webshop through their smartphones than through their PC’s, prompting us to develop a dedicated mobile version – coming soon to a hand held device near you. There is an urgent need for retailers and nurseries to rapidly adapt to the upcoming Celtic Tiger Mark II. A near decade of stagnant house purchases, coupled with the bottoming out of house prices and a loosening of credit is going to result in a second boom for landscapers, garden centres and nurseries alike. This new wave of first-time home buyers is going to be more tech savvy than anything we have seen before, being the first generation of home buyers exposed to digital technology from birth. These technophile youngsters will expect digital content to be the norm, rather than an added bonus as it is often treated now. The challenge to meet this demand will require a new set of skills within the industry. We should all be embracing the new technology with open arms.

THE TECH SAVVY RETAILER JIM CLARkE

From a retailer’s perspective, the internet and ecommerce particularly have had a revolutionary effect on how business is done in recent times and we are just at the start of where we can go. The internet is just 20 years old. More change has occurred in the last three years than in the previous 17, hastened along by the iPad and the smartphone which made the internet easy to use and accessible for everyone, from the very young to the very old without the fear of pressing a button and deleting everything or breaking the computer.

“Without a webshop, to compete today, nurseries have to call around with samples on a weekly basis to give the same idea of their stock” From a procurement point of view, almost all we buy now is done online through webshops and email lists. Nurseries that have a webshop have seen their sales grow very rapidly as the client can see how the plant looks today, price and quantities available to buy and how full the plant trollies are for economic delivery. Barcode and pre-price information is included automatically. This is available 24/7. Without a webshop, to compete today, nurseries have to call around with samples on a weekly basis to give the same idea of their stock. This is just not sustainable. As soon as trollies are filled they are ready for dispatch using hired transport rather than own transport, enabling more frequent deliveries per week. Paperwork is seamlessly integrated with accounting systems, eliminating much duplication and making label printing easier. At the consumer end, a retail webshop is our shopwindow to the world. Consumers now have the power in their hands to research anything they require whenever they choose – no more queueing up to speak to an ‘expert’. All our advertising efforts are now directed online, using social media, email, adwords, websites, QR codes, product videos, etc to interact with our customers directly – compare this to the information held on a plant label up until now. The label and packaging just cannot compete. Labels going forward will all have to have a QR code (or its successor whatever that may be), so that it can link directly. Future labels will all need a QR code, so they can link directly to the web by scan, wireless link or smart chip - linking to product production videos, images, background information on the plant, ideas on how to use it and care for it, close up images of the flowers, foliage, stems, berries, fruits, pollination, soil types, feeding, propagation , fragrance, etc, and images of the plants in use in garden settings. Information will be the key in the future. Soon we will have apps for plant identification, pest and disease identification and links to controls and where to buy them. Knowledge is power and our customers are embracing it, very fast. With technology advancing so quickly now and new products like Google Glass and Apple Watch, 4G and fast broadband availability rolling out, the products that link up with these technologies and embrace them will be the winners of the future. Not everything will catch on and not everything will be successful but we need to keep adapting all the time. Remember when the fax machine was the new great invention? Jim Clarke is a Director at Johnstown Garden Centre. For more information on how he is exploiting new technology in his business visit www.johnstowngardencentre.ie ✽

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

08 / INSIGHT

ost of you will have heard the joke about the salesman being so good that he could sell refrigerators to Eskimos, but when you think about it, wouldn’t it be a lot easier just to sell them something they wanted in the first place? Selling should not be difficult if the right steps and stages have been followed beforehand, and that process is called ‘marketing’. In my experience many small and medium sized enterprises still only pay lip service to marketing. Perhaps they think of marketing only as advertising and selling. A common mistake - particularly as we are bombarded every day with sophisticated advertising through a wide range of media. This very overt and clear promotion of a product or business tends to conceal the essential marketing process behind the scenes, which if neglected will lead to failure of even the most creative advertising campaign. As leaders and managers in modern businesses we really do need to embrace marketing, but firstly we have to fully understand what it is. The technical definition as defined by the Chartered Institute of Marketing is ‘the management process responsible for identifying, anticipating and satisfying customers needs profitably’. It can also be viewed as adjusting the whole activities of the business to the needs of the customer or potential customer, which means that marketing should become part of a company’s culture where every individual from the person manning the potting machine to the lorry driver is focused and alert to the needs of the customer. The great news is that there are many businesses in our sector that have created a marketing culture. The number of new plant introductions and the creative use of packaging show there are some great marketing minds out there. Many businesses however still have the wrong orientation. What do I mean by that? It’s about your main focus as a business, of which there are four main types.

Production focused - Henry Ford was very interested in the way cars were made. In horticultural terms this could mean being primarily focused on how to produce plants.

HIT THE GROUND RUNNING IN 2015 Marketing consultant Neville Stein articulates how a clear understanding of your business and the market can deliver sustainable growth in 2015 38

HORTICULTURECONNECTED / www.horticulture.ie / December 2014

Product focused - Being concerned about the attributes and qualities of the product (often irrespective of whether there is a demand or not). For example, adding new plants to your range just because they are rare.

Selling focused - This is where the primary activities of the company is to sell products – a typical orientation for secondary wholesalers – and there is nothing wrong with that if the final orientation is embraced as well.

4 Marketing focused - Meeting the needs of your customer.

It does not mean ignoring or not improving production and the product, but it means we continually find out what the customer needs or wants, produce it and then promote it to them. The process of selling is then very easy because you have what the customer wants. Fail to do this and it becomes very difficult to sell your product or service. Once a marketing culture has been created in an organisation, managers then need to consider what marketing strategy they will use to grow turnover. Igor Ansoff, a Russsian-American mathematician, developed a theory outlining four strategic choices available in marketing. They are: -

Market penetration - This involves increasing market share within existing market segments. In other words you find more of the same types of customers. By the way, this is the easiest strategy to adopt and could get some quick results.

Product development – This involves developing new products for existing markets. It involves thinking about how new products can meet customer needs more closely, and outperform the products of competitors. So, you might need to think about what additional products or services your target market wants. This will involve a robust financial analysis of current product ranges and their contribution, and may require some creative thinking

Market development – This strategy entails finding new markets for existing products. Market research and further segmentation of markets help to identify new groups of customers.

Diversification – This involves moving new products into new markets at the same time. It is the most risky strategy. The more an organisation moves away from what it has done in the past the more uncertainties are created. However, if existing activities are threatened, diversification helps to spread risk.

Whichever strategy you choose to adopt, research will form an integral part of implementing that strategy. Market research can be as simple as regularly talking to your customers (but make sure the outcomes of the conversations are recorded) or more typically it involves the use of structured surveys or questionnaires. Surveys do not have to be expensive – modern communication methods make surveying customers fairly straightforward. However, it is important to ask the right questions in the right way. For example, many garden retailers have invited customers to fill in comment cards in their café – powerful data if it’s used. Outsource questionnaires or survey templates if you need from specialist companies. Market research doesn’t stop once you have identified

December 2014 / www.horticulture.ie / HORTICULTURECONNECTED

08 / INSIGHT

GARDEN ❁

Expertise, Practical Know-How & Passion for your Garden

NEW Business to Consumer Directory Launching in 2015

a need or a gap in the market. Continue to question your customers as you develop your products. Let them give you feedback and road test your ideas. We are in an ideal industry to do this as many garden retailers are very happy to work closely with their suppliers on product development. Once you have identified a need you will need to make a variety of choices concerning bringing a product or service to the market – this is often referred to as the Marketing Mix.

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