July 2011
Peat free compost manufacturer, Vital Earth (Hall 5, Stand A20/B21), whose products are made from recycled garden waste, is marking this year's GLEE with a major product launch under its own peat free brand and a number of different range extensions under the Growise peat reduced banner.
The Vital Earth launch is a brand new addition to the multi purpose compost (mpc) sector which will secure a position for peat free compost in the hearts of and minds of a much wider audience in garden centres and beyond. Growise, meanwhile, will present three new core products, including a Growise John Innes range, as well as two promotional lines. This is in direct response to demand from garden retailers who have really bought into the combination of peat free and peat reduced from a single supplier.
Managing director of Vital Earth, Steve Harper explained: "It's a year since Vital Earth got together with Bord Na Mona, Ireland's leading integrated utility service provider to distribute its peat reduced compost brand, Growise in the UK. Many commentators probably thought initially that it was an unlikely combination, but it has already changed the whole momentum of the shift away from 100% peat-based.
"As I said at GLEE 2010 not every garden retailer or professional grower feels confident to stock or use peat-free solus, even though they know the time will come thanks to consumer pressure and legislation. So, in the meantime distributing peat-reduced Growise alongside our own peat-free seemed a way for end users and resellers to move towards peat-free in a manageable manner.
"As it's turned out, the launch of Growise alongside Vital Earth has proved a very successful way to wean the market off peat and prove that alternatives are not only viable, but great products in their own right. Not only has there been a flurry of new Growise accounts in the UK, but even more retailers have seen that Growise and Vital Earth together can be the perfect one stop shop solution to peat reduction. We are launching a whole raft of new Growise products as a result, as its peatreduced – and continually peat-reducing - message demonstrates its risk-free green appeal. As for the new Vital Earth peat-free product, watch this space!
July 2011
Vital Earth, the largest producer of manufactured compost into the retail market has added a Multi Purpose Compost with added John Innes Peat Free to its established range of over 30 composts, all made from recycled green waste. Multi Purpose Compost with added John Innes Peat Free is designed to capture the experienced gardeners' celebrated love for the John Innes recipe, but at the same time provide the greener alternative that so many shoppers now seek. It is being launched to coincide with the autumn sales period. Positioned in the crowded multi purpose compost sector, the product is creating real stand out and offering consumers a refreshing win ; win feeling.
Ideal for seed sowing, potting and planting up containers, Vital Earth Multi Purpose Compost with added John Innes Peat Free is 100% natural and sustainable and includes a long-lasting growth booster to ensure healthy plants with minimal feeding. It also has a percentage of sterilised, weed-free soil to create extra buffering and staying power. The product is supplied in 60 litre bags with an rrp of £5.99.
Commenting on the new product, Vital Earth sales and marketing manager, Maryanne Stokes said, "Multi Purpose Compost with added John Innes Peat Free adds a new interest to the multi purpose compost sector. We know that consumers like peat-free , but we also know they like the idea of the John Innes reputation. With the new Vital Earth product they can have both at the same price as a standard multi purpose compost. Not surprisingly sales to date have been very strong."
July 2011
Cannon Hall Garden Centre recently praised Vital Earth Organic Peat Free Compost for hugely increasing their compost sales over the last year.
Cannon Halls' committment to helping the environment has been helped by selling the organic, peat free composts. Their loyal customers have come to expect high quality products that are earth friendly.
See the video below.
November 2010
Vital Earth, the manufacturer of environmentally-kind, peat free composts has launched the very first plant food to be made from recycled green waste. A multi-purpose fertiliser it has no added chemicals and is an ideal alternative to Growmore.
Presented in a pelletised format for easy application, Vitalizer is a long lasting feed, containing numerous trace elements that can only come from its organic green compost source, breaking down in use to create slow release benefits for all kinds of fruit, vegetables and flowering plants. It comes in a 6KG tub for easy use and storage, with bright, quirky, vigorous graphics. A second generation formula, it is a product of Vital Earth’s knowledge of green waste processing combined with its ability to create convenience formats with proven consumer appeal.
Like Vital Earth’s core organic peat free compost range, Vitalizer is made from organic garden and food waste which would otherwise go to landfill, plus naturally derived organic nutrients, taking the recycled green garden waste message into the feeds category for the first time.
This follows the company’s launch into organic fertilisers last year with the multi-award-winning Chicken Poo TM, a chicken manure wholly sourced from British free-range hens. Like Chicken Poo TM, whose national sales have exceeded all budgeted figures by over 1000%, Vitalizer has been created in house and extensively researched both as a concept and in terms of presentation, via consumer focus groups. Not surprisingly the name proved a real motivator as well as the environmental provenance, and the successful professional grower trials.
Said Vital Earth sales and marketing manager, Maryanne Stokes, “Vitalizer is a great organic performance feed, successfully trialled with professionals and ticking all the environmental boxes. Thanks to our learnings from Chicken Poo TM about the value of consumer research as a basis for successful presentation in store, we are confident that our pioneering first into the organic recycled green waste feeds category will prove another big winner.”
Vitalizer has a recommended retail price of £7.99.
May 2010
Organic, Peat free compost manufacturer, Vital Earth whose products are made from recycled garden waste, has launched two varieties of green roof media - Sedum Roof and Meadow Roof. Both mixes are based on specially matured and graded green compost to provide optimal stability, and minimal leaching of organic matter & nutrients, plus carefully selected and graded clay aggregate, recycled from virgin brick and tile. Sedum Medium uses 5 -14mm grade and Meadow Medium 2 - 5mm grade.
Both products provide an air-filled porosity greater than 20% v/v – as advised by the Green Roof Centre, Sheffield – and therefore good drainage, robust hardy growth and strong root action. Alternative media can also be designed and prepared to meet special requirements, for example: lawn, limestone flora and ericaceous flora. Bespoke mixes are subject to quantity requirements.
Commenting on the launch, Vital Earth’s Managing Director, Steve Harper explained, “Our research shows that this fast-growing industry prefers green roof media with appropriately green provenance – ie peat-free media derived from sustainable/recycled, UK-sourced materials. Vital Earth is a Gold
Member of the Growing Media Initiative: striving to reduce use of peat in UK growing media. Furthermore, Vital Earth only sources bark from FSC-accredited plantations and uses only natural/organic UK-sourced materials. In terms of performance, Vital Earth compost is produced by composting garden waste in-vessel (sanitisation phase), then in aerated indoor windrows (maturation phase). The process is closely monitored/controlled throughout using cutting-edge instrumentation to produce compost that is consistent, weed and disease-free, high in humus/bound nutrients; low in water-soluble N & P, mature, clean, effective and good value.
“With the environmental benefits of green roofs well-established, including run-off attenuation: reduced flood-risk, UV protection: extended roof life, reduced energy-use, urban cooling, biodiversity enhancement and enrichment of working/living space, Vital Earth is delighted to be entering such an environmentally attractive market.”
Vital Earth can deliver its green roof media in bulk (tipper or walking floor trucks), IBC’s and 25 litre bags.
March 2010
Vital Earth, today’s leading manufacturer of environmentally-friendly organic peat free composts, whose products are made from recycled garden waste, is launching an agricultural soil improver, which is ideal for the arable market. Called Soil Booster 25, the new product is a high quality organic compost, meeting all performance and legislative requirements. It is also the most environmentally-friendly option on the market.
Soil Booster 25 is a PAS 100:2007 and Compost Quality Protocol approved compost,
size-graded, rich in humus and lignin and containing a full range of long-lasting nutrients. Ideal for application to arable land, Soil Booster 25 is full of beneficial micro-organisms, enhancing nutrient supply, suppressing disease, enhancing soil structure and worm activity and reducing erosion, compaction and capping.
Soil Booster 25 is thoroughly sanitised and meets UK Animal By-products Regulations (ABPR). Thanks to the in-vessel process used to produce the product, it contains no weed seeds and no diseases. It increases water-holding, reduces leaching, stimulates root action and aids green-up/top growth. Readily available and long-lasting with a pleasant earthy odour, the product can be delivered by Vital Earth in bulk (tipper or walking floor trucks).
Commenting on Soil Booster 25, Vital Earth’s managing director, Steve Harper explained, “Our research shows that the agricultural industry now prefers green provenance – ie nutrient sources derived from sustainable/recycled, UK-sourced materials - as long as they perform! Vital Earth compost is produced by composting garden waste in-vessel (sanitisation phase), then in aerated indoor windrows (maturation phase). The process is closely monitored/controlled throughout using cutting-edge instrumentation to produce compost that is consistent, weed and disease-free, high in humus/bound nutrients; low in water-soluble N & P, mature, clean, effective and good value.
“We are already experiencing considerable early interest in the new product.”
September 2009
Organic, peat free compost manufacturer, Vital Earth, whose well-established green credentials are based on a core range made from recycled garden waste, is now entering the organic fertiliser market with a natural recycled chicken manure product, sourced exclusively from British free range hens. Strikingly and aptly named ‘Chicken Poo™’, it has been rigorously researched with consumers proving its appeal to gardeners – both as an organic fertiliser with wholly natural ingredients and in terms of its fun presentation. The quirky and colourful name, packaging and POS were shown to be extremely motivating to both established gardeners and younger enthusiasts taking up ‘grow your own’ for the first time, especially when coupled with the ‘happy hens’ theme.
Ideal as a fertiliser for all kinds of vegetables, fruit, flowers, trees and shrubs, Vital Earth Chicken Poo™ contains all the essential plant nutrients, all naturally derived. The product is supplied in tub form for easy use and storage and comes in a 10 litre size with an rrp of £7.99.
Vitalizer® is a registered trademark and
Chicken Poo™ Manure fertiliser is a
trademark
of Vital Earth Ltd.
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Vital Earth Ltd.
Blenheim Road
Airfield Industrial Estate
Ashbourne
Derbyshire
DE6 1HA