The shift to peat free compost is one of the most disruptive changes to hit UK horticulture in a generation. Yet, as brands rush to reformulate, and garden centres stockpile alternatives, it’s becoming clear that the biggest barrier to adoption isn’t product, it’s understanding.
That’s the key takeaway from a recent episode of The Underground Podcast, where we spoke to horticulturist Scott Smith, fresh from completing his RHS Master of Horticulture thesis. Scott conducted a 14-week, self-funded trial comparing peat free composts with a traditional peat-based mix, using Sungold tomatoes as his test crop.
What he uncovered should be essential listening for anyone working in compost manufacturing, retail, or garden marketing.
Product Performance Isn’t the Problem. Communication Is.
Scott’s trial revealed that peat free composts can absolutely perform on par with peat – if used correctly. In fact, the top-performing peat free mix in his trial was also the most affordable: B&Q’s Verve multi-purpose. What set it apart wasn’t a secret formula, but a more balanced nutrient profile, particularly at early growth stages.
The real issues, he found, lie in:
- Wildly inconsistent NPK levels between brands
- Lack of labelling clarity (or any nutrient data at all)
- Composts marketed as “multi-purpose” that are anything but
- Widespread confusion around watering behaviour and feeding requirements
- For home gardeners and even professionals, the result is a high-stakes guessing game – one that often ends in failed crops, frustration, and a retreat back to peat.
Why This Matters for Brands and Retailers
Peat free adoption isn’t just a compliance issue. It’s a brand trust issue.
When a gardener invests time and money into a product that fails to deliver, the blame doesn’t land with nutrient science or soil salinity. It lands with the brand. The lack of instructions. The recommendation from staff. Poor early experiences with peat free products risk turning away not just customers, but whole generations of future gardeners.
That’s a retail problem. A category problem. An industry problem.[/tk_text_row]
The Commercial Case for Better Guidance
Scott’s findings suggest a major opportunity for forward-thinking brands and retailers to fill the confidence gap around peat free.
This isn’t just about technical performance, it’s about positioning:
- Clearer on-pack guidance (including NPK ratings where possible)
- Task-specific composts (seed sowing vs. mature plants)
- Point-of-sale education (simple prompts: “Don’t overwater”, “check for moisture beneath the surface”)
- Digital content hubs or QR-linked growing guides
- Staff training to empower garden centre teams as peat free advisors
- In short: everything peat had, peat free needs to rebuild – urgently.
Where Policy Lags Behind Practice
Perhaps most telling was Scott’s commentary on legislation. Despite plans to ban peat from consumer use, timelines are vague, enforcement is patchy, and support for manufacturers and retailers remains minimal. In Scotland, timelines differ from England and Wales. In Northern Ireland, the proposed ban has been shelved entirely.
That lack of clarity adds risk for businesses already investing heavily in reformulation and supply chain changes. And without a level policy playing field, marketing and comms become the de facto regulators, left to manage consumer expectations on their own.
What’s Next?
At WrightObara, we see a clear role for strategic creativity here, not just in how peat free products are presented, but in how the entire category evolves. This includes campaign development, retailer engagement, staff toolkits and consumer content. Because the faster we help people succeed with peat free, the faster trust and growth can return.
Scott’s tomato trial might have been homegrown, but the insights are anything but amateur. For garden brands, it’s time to start thinking less about the next compost formulation, and more about the next generation of compost users.
Let’s make sure they’re set up to succeed.
Want to talk about how to build trust and drive trial in a peat free future? Get in touch
Check out the full episode of The Underground Podcast, featuring Scott Smith below: