Innovative technology is helping UK growers to not only increase production and supply, but boost exports to the EU and beyond.
That’s according to horticultural marketing experts, Full Mix Marketing, who work with several leading producers of commercial greenhouse technology.
“GOV.UK stats show the UK exported 8.9% more fruit in 2023 compared to 2022 and similar results are anticipated for 2024 and 2025. It appears a notable factor in that growth is the use of new technology which helps boost production” says Sarah West, Managing Director of Full Mix Marketing
The UK exports a wide range of fruit which is frequently grown in commercial greenhouses, including strawberries, gooseberries and rhubarb.
However, the B2B (business-to-business) marketing specialists also see technology, such as renewable heating, frequency-specific lighting and greenhouse control systems, as itself being a key export for UK horticulture.
“We’re producing much of the technology which is helping drive better horticulture across the border in Europe and beyond. ‘British-designed’ is increasingly a byword for innovation” adds Sarah.
Full Mix Marketing deliver marketing for a number of leading companies who provide both commercial greenhouse structures and technology including automated control systems.
Another significant area of growth is vertical farming, with British growers using the technology to produce leafy greens like lettuce, spinach and kale, as well as cucumbers and herbs like basil and mint.
UK government figures also predict the country’s hydroponic industry (growing plants using a water-based nutrient solution rather than soil) will expand 4.41% each year until 2030. Much of the resulting produce is also destined for export.
“Controlled environment horticulture like commercial greenhouses, vertical farms and hydroponics offer the opportunity to grow bigger, quicker and more efficient crops, particularly as the technology continues to develop” says Sarah.
Following the explosion of gardening as a pastime during the pandemic, the production of ornamental plants within UK commercial greenhouses has also continued to grow, with GOV.UK stating its value increased 9.6% to £1.7 billion in 2023 alone.
“Beyond fruit, vegetables and flowers, the race to supply garden centres and nurseries with beautiful UK-grown plants has also benefitted from new greenhouse innovations and technology” states Sarah.
Full Mix Marketing is a leading marketing agency which specialises in supporting companies and organisations who work with other businesses (B2B). Their clients work in many key sectors including horticulture, manufacturing, logistics, construction and business services.
As well as providing individual elements of digital, non-digital and strategic marketing, they can also act as their clients’ entire outsourced marketing department.
“Marketing is so often the final link in the chain which helps UK technology reach and benefit horticulturalists both here and across the channel in Europe and beyond” concludes CIM Chartered Marketer, Sarah.
For more information about horticultural marketing, visit www.fullmixmarketing.co.uk