Few topics have generated as much debate in the garden sector in recent years as the transition to peat-free growing media. For retailers, suppliers, and marketers alike, it is both a sustainability imperative and a commercial challenge. The latest episode of The Underground Podcast brings fresh perspective from Melcourt, a business that has never used peat and has built a reputation for quality, innovation, and trust over more than four decades.
Speaking to Nikki Burton (Managing Director) and Dr Victoria Wright (Technical Manager), several themes emerged that resonate well beyond growing media: the need for consistency, the importance of confidence, and the value of credibility.
Why “peat free” might be the wrong story to tell
One of the most striking points Victoria made was her dislike of the phrase “peat free.” As she put it, “It tells you what it isn’t and not what it is.”
This distinction matters for marketers and retailers. Labelling that focuses on what’s missing risks confusing customers and underselling the real benefits. Instead, Melcourt advocates for conversations around raw ingredients (bark, coir, wood fibre) helping gardeners understand not only the environmental credentials but also how products behave and why they’re fit for purpose.
For garden centres, this is a reminder that the language we use in POS, packaging, and training has a direct influence on consumer confidence. Selling “what it is” rather than “what it isn’t” could prove decisive in building trust in the category.
Consistency builds confidence
Both Nikki and Victoria emphasised that the success of Melcourt’s SylvaGrow range stems from one non-negotiable: consistency. Gardeners, whether amateur or professional, want reliability from what is essentially the foundation of their planting.
Nikki observed: “Every gardener wants consistency. They want to know what they’re buying.”
The challenge, of course, is that not all peat-free products on the market deliver the same results. Variability between ingredients, batches, and brands has led to negative consumer experiences—something that risks tarnishing the category as a whole.
For the wider sector, this is a wake-up call. Protecting category reputation requires more than innovation; it requires rigorous quality control and honest communication. Bad first impressions can undo years of progress.
Standards, collaboration, and the role of industry bodies
One of the podcast’s recurring themes was the lack of consistent standards. While schemes such as the Responsible Sourcing Scheme are already in place, Melcourt stressed the importance of evolving towards more robust, industry-wide benchmarks that can reassure both trade and consumers.
Victoria highlighted the collaborative effort behind DEFRA’s peat-free communications leaflet, produced with input from 21 organisations. Such initiatives show how collective action can accelerate trust-building across the sector.
For business leaders, the lesson is clear: when change is complex and consumer understanding is fragile, collaboration beats competition. Shared standards not only protect reputations but also grow markets.
Educating consumers at the point of sale
Despite the sector’s best efforts, many consumers still approach compost as if “a bag is a bag.” As Nikki pointed out, people are willing to spend £30 on a David Austin rose but will then put it into a buy-one-get-one-free compost of questionable quality.
This disconnect is an opportunity. Garden centres that invest in clear, simple, educational messaging at the point of sale can help customers make better choices and avoid disappointment. Melcourt has overhauled its own POS to focus on clarity, brevity, and accessibility, recognising that attention spans are short, but good information is powerful.
Retail buyers and marketers would do well to consider how their communications guide the consumer journey in-store. Simple analogies, like Nikki’s memorable comparison: “You wouldn’t put champagne in a paper cup” can go a long way.
Credibility is earned, not assumed
Melcourt’s credibility stems from more than product quality. Endorsements such as the RHS and Royal Warrant have helped, but the real strength lies in a consistent technical story, backed by research, trials, and decades of practice.
As Victoria noted, “High-quality peat free can match or exceed peat-based compost.” That confidence comes from deep knowledge of raw materials and supply chains, knowledge that can be shared with retailers, consumers, and professional growers alike.
For the broader garden sector, the takeaway is simple: credibility cannot be claimed in a press release. It is built over time through consistency, transparency, and proven results.
Looking Ahead: Optimism, Standards, and Storytelling
While frustrations remain around delayed legislation and mixed messaging, both Nikki and Victoria expressed optimism for the future. The industry has already made huge strides in product performance, and the growing momentum behind collaboration and education suggests a more consistent, trusted future for growing media.
For professionals across the garden sector, this episode is a timely reminder that the path to a sustainable, profitable future lies in aligning consistency, confidence, and credibility.
Want to hear the full conversation with Melcourt? Listen below: