2017 has been an exciting year for DLF / Johnsons Lawn Seed, with the roll out of new consumer focused packaging, a significant new distribution deal, and being able to celebrate new fast growing seed technology with hair-raising live samples.
New packaging, developed using focus groups and retailer’s feedback – launched 12 months previously – rolled out across the UK from early 2017. Supported by an online advertising campaign and presented to consumer media at the Garden Press Event, the new 200g, 500g and 1.5kg packs were expectedly well received, ensuring the UK’s number one lawn seed remained as relevant as ever going into the peak season.
Johnsons Lawn Seed’s Campaign for Quality dared highlight an uncomfortable trend within the industry for companies reducing the overall content and bulking out with low-grade lawn seed blends. The campaign is set to continue into 2018, encouraging retailers to question not just the quality of the product, but also the quantity supplied – and the overall value for money.
In late 2017, Worcestershire based Johnsons Lawn Seed also announced a new partnership with Irish company VivaGreen Group, as sole UK distributors of chemical free, natural moss and algae remover MossOff. The move aims to provide retailers with easier ordering, a wider distribution base for VivaGreen, and a bolstered offering for DLF.
Increasing productivity was a focal point throughout 2017, to meet rising demand for the new packaging and expansion of its product portfolio. From improvements to the carton packing lines, to reducing lead times and enabling the ability to react quicker to peak demand, the investment aims to ensure the longevity of Johnsons Lawn Seed.
In terms of investment, sales support also received a boost in the form of an expanded contract with Workforce Agencies. Already well established sales agents Helen Thompson and Chris Paul were welcomed on board as dedicated agents serving DLF customers across the North East.
Glee 2017 saw the launch of Lawn Thickener, Johnsons’ latest innovation, using state-of-the-art seed production technology. The product guarantees 30% more grass than uncoated grass seed and faster germination thanks to the Seedbooster® pre-applied slow and fast release Nitrogen coatings. The new fast-growing and safe to use attributes were demonstrated to the full using an industry first – living grass wigs – worn by staff and watered using special capillary matting.
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