There are few sectors as emotionally resonant and commercially underestimated as horticulture. But spend 40 minutes with Will Armitage (as we did in the opening episode of Season 4 of The Underground podcast) and you’ll quickly realise that behind the flowers and the feel-good factor lies a complex, fast-changing industry with big decisions to make.
Will’s perspective is unique. As President of the Horticultural Trades Association (HTA), he represents thousands of UK garden businesses. But he’s also the founder of a garden products company, a business consultant, and a deeply rooted member of a family business that dates back to 1842. His view is broad, balanced, and sharply tuned to the realities of running a business in 2025.
And his message is clear: in an industry defined by collaboration and creativity, the future belongs to those who understand how to leverage both.
The commercial case for community
“The industry is littered with examples of competitors supporting each other,” Will told us. “In other sectors, they’d be trying to eradicate each other. We grow, we share, we help each other.”
This generosity of spirit is often cited as one of horticulture’s defining traits but it’s also a strategic advantage. Peer learning, data-sharing and benchmarking are no longer ‘nice to haves’, they’re commercial essentials. As margins tighten and labour costs rise, the most agile businesses are using HTA-run Business Improvement Schemes to identify efficiencies and test ideas before they scale.
It’s a reminder that in the garden sector, your competitors might just be your best collaborators.
Rethinking growth in a cost-conscious era
The biggest issue facing HTA members right now? According to Will, it’s not footfall, weather, or even peat – it’s the cost of employing people.
“You’re looking at a 10% increase in wages,” he said. “For a garden centre with a £1 million wage bill, that’s another £100,000 to find. You’d need to grow turnover by 20% just to stand still.”
That’s a sobering figure. And it challenges the sector to think differently about growth, not just in terms of revenue, but in operational resilience. Will sees smart technology as part of the solution, particularly in production. But he’s also clear-eyed about the trade-off: “People buy from people. It’s hard to automate great service.”
Policy matters. We need to keep banging the drum
It’s no secret that horticulture lacks the political clout it deserves. Despite being a major employer and a key contributor to national wellbeing, it remains underrepresented in government.
That’s why Will and the HTA are campaigning for an Office for Green Space; a dedicated voice within Parliament to champion the sector’s role in everything from mental health to environmental stewardship.
Their recent “Power of Plants” event in Westminster saw over 100 MPs and peers in attendance, a sign that things are shifting, even if slowly. But as Will put it, “It’s a drum we have to keep banging. It just makes so much sense.”
What businesses can take away
So, what does all this mean for garden sector brands and businesses?
- Invest in insight. Benchmarking and peer learning aren’t signs of weakness; they’re sources of strength.
- Champion your culture. The collaborative nature of this industry is more than a nice story; it’s a competitive edge.
- Think beyond the till. Growth may need to come from reducing costs or finding new efficiencies, not just increasing sales.
- Get involved. Whether it’s HTA events, lobbying efforts or sector-wide initiatives, now is not the time to be passive.
At WrightObara, we believe creativity — in messaging, strategy and design — is vital to driving commercial clarity. But as Will Armitage reminded us, that clarity starts with listening. Listening to data, to your team, to the wider industry, and to your customers.
Because in a sector built on growth, the best ideas often start underground.
WrightObara is a creative partner to brands in the home and garden sector. Want to talk about how we can help your business grow? Get in touch.
Check out the full episode of The Underground Podcast, featuring Will Armitage below: