Roz Sunley
Winchester Business School
Roz Sunley
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Wildflower Turf is not only an aesthetically pleasing product, but it requires no fertiliser, and is virtually drought resistant. It enhances the ecological environment by suppressing weeds, and provides a bio diverse habitat for native birds, mammals, bees, and butterflies. It is used in landscaping projects including parks, estates, schools, urban spaces, gardens and green roofs; and it was featured in the London 2012 Olympics and all the Harry Potter films.
This innovation is best described as a ‘virtuous circle’ of plants and people sustaining each other. It contributes to the planet with its ecological benefits, aesthetically to people for its promotion of well-being, and to the bottom line because ‘to be market leaders we have to innovative’. As urbanisation intensifies, Managing Partner James Hewetson-Brown suggests the ‘bees and butterflies don’t have the time’ to wait for longer-term environmental solutions. So, now, gardeners, landscapers, house builders and engineers can make their own personal and professional contributions to this circle.
James recognised the need to create a long-term, inheritable source of income for his children. With small to medium scale British farms coming under increasing economic pressure in the past few decades, the motivation to succeed led James to diversify into this unassuming, yet scalable innovation. This triggered the potential for more innovative products such as a newly-released shade-tolerant turf. The importance of engaging the consumer directly with the underlying benefits of wildflower turf is continually viewed as a worthwhile investment.
The primary impact of the innovation has been for the business, in terms of its self-created market which has led to increased profit and employment of additional staff. In 2014, Wildflower Turf expanded into Europe with the first distributor operating in Belgium and servicing the Benelux countries.
There are, however, much broader environmental and societal benefits of the Wildflower Turf products. Those include, sustainable use of terrestrial ecosystems that halt biodiversity loss, and improve human health and well-being.
In addition the company strives to source sustainable ingredients such as recycled carpet and compost. It also monitors their use of electricity and water to assure the most efficient and sustainable use of these resources.
Wildflower Turf has led to increased profits. All the while, aiding biodiversity in the United Kingdom and elsewhere in Europe.
Green spaces and increased biodiversity have a positive impact on society.
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James Hewetson-Brown, Managing Partner
