Sowing Strength in Uncertain Times: How the HTA Supports British Horticulture Through Brexit and Beyond
In today’s ever-changing landscape, the importance of strong industry leadership and advocacy cannot be overstated. With the challenges posed by Brexit and economic fluctuations, the UK’s horticultural sector requires steadfast support more than ever. We’re honoured to present this in-depth interview with the Horticultural Trades Association (HTA), a pivotal organisation representing over 1,400 environmental horticulture businesses across the UK. For over 125 years, the HTA has been dedicated to fostering the growth and sustainability of its members, offering essential services from tailored business support to policy advocacy and industry representation.
The HTA was founded in 1899; an organisation formed by its members, for members.
As we explore the HTA’s vital role in nurturing this industry—from promoting small business growth to navigating policy changes and championing sustainability—this interview provides unique insights into how the HTA’s work supports the flourishing of horticulture in Britain. At a time when Brexit continues to affect trade and regulatory landscapes, understanding the HTA’s mission and the breadth of its initiatives is essential for anyone invested in the future of the sector.
For those unfamiliar with the HTA, can you describe its mission and how it differs from organisations like the RHS? How does the HTA work specifically to support the business side of horticulture?
The Horticultural Trades Association’s (HTA) mission is to help its members, over 1400 UK environmental horticulture businesses, to flourish. Founded in 1899 and celebrating 125 years this year, we are a non-profit trade body representing the full breadth of the sector, from growers, wholesalers, manufacturers and suppliers to retailers, landscapers and designers. Our members benefit from tailored business support, encompassing training, eLearning, conferences and market research, catering to businesses of all sizes, as well as providing valuable networking opportunities.
2024 is a milestone year for the HTA as they celebrate 125 years of supporting UK Environmental Horticulture.
The HTA represents environmental horticulture to the government, policymakers, and the media. We collaborate with other organisations across the industry to find the best solutions to ongoing issues. For example, we work with the RHS on their Peat-Free Fellowship by collaborating on workshops to share our members learnings on peat-free trials, supporting growers in making the transition without compromising on quality. By representing the entire environmental horticulture trade, we can raise its profile and ensure that challenges and opportunities are highlighted at the most senior levels of government.
To give some context, we are an industry that employs 420,000 people (or supports 674,000 jobs in the UK economy). Did you know our sector’s contributions towards UK GPD are £28.8 billion and tax revenues of £6.3 billion! Plus, as a sector, we underwrite half of the Government’s Environmental Improvement Plan.
The houseplant industry has experienced a tremendous shift over the last decade, especially with the growth of online retailers. How has the HTA membership adapted to this changing landscape, and what opportunities are there for businesses operating online?
We currently support members who sell houseplants physically, online, or a combination of the two. We provide all our members with a benchmarking system that allows them to see where they score in relation to the market which helps them make business-oriented decisions. Last year, we published a report looking at the Value of Plants which looked at consumer trends in plant spending, including outdoor gardens and indoor sanctuaries. With approximately £2.2 billion spent on outdoor plants in 2022 and an additional £500 million on houseplants, the report explores how the industry can harness these markets and drive greater consumer investment.
We also recently recorded an episode of our HortTalk podcast dedicated to houseplants, which examined their pivotal role in the horticulture industry and how houseplants have become more than just decorations, but a leafy green revolution. With ever-increasing urban populations, we expect to see more greenery, both inside and outside homes, on balconies and in pots, in the years ahead.
Small businesses play a significant role in the UK horticultural industry. What initiatives does the HTA have to support smaller businesses, and how can these companies get involved? What are some of the key benefits for a small business joining the HTA?
In our membership, we have 96% SMEs, so we offer many opportunities for them to grow. For example through our Business Improvement Scheme (BIS) and Nursery Business Improvement Scheme (NBIS). These schemes offer a supportive network of like-minded businesses shared best practice and offer support for levelling up. We also offer affordable and valuable courses to help employers upskill their workforce and give their employees a chance to gain extra qualifications, such as our course in Basic Principles of Ornamental Nursery Management (BPONM). We also amplify our Preferred Partners to members who have been researched and trialled to save them time when looking for specific services.
HTA events have always been a key part of the organisation’s calendar. Can you tell us about some upcoming events or opportunities that would be particularly beneficial for houseplant retailers or enthusiasts? How do these events help bring the industry together and foster growth?
As we’re a trade association, most of our events are for a trade audience, bringing together businesses across the sector, alongside the press. We recently hosted our Conference in September, which is our annual gathering for the whole membership, and FutureGrow Expo in October, which focused on mechanisation and automation in the sector. We’re now working on a string of regional meetings for the rest of the year as well as plans for 2025. We’ll be hosting our Garden Press Event in February which gives journalists an exclusive chance to see new products and innovations from horticulture businesses. The National Plant Show in June is one of our biggest; it’s a trade show for the industry which also includes the New Plant Awards which also represents houseplants within the 7 categories such as flowering houseplants, foliage houseplants and cacti succulents. The full events programme is available to members for their benefit all year round.
The HTA is responsible for organising the National Plant Show, a significant trade event where industry leaders gather to showcase innovations and new plant varieties. This event also includes the prestigious New Plant Awards, celebrating breakthroughs in horticulture, including unique houseplants.
As the industry evolves, so too do the policies that shape it. Could you shed some light on any current policy changes or initiatives the HTA is working on that will impact the horticultural sector, especially with a focus on sustainability and houseplants?
One of the most disruptive issues we’re seeing across the horticulture industry is the ongoing issues with the UK border. In particular, how new Border Control Points are operating, especially as around 80% of HTA member businesses import non-UK sourced plant material. This rises to over 90% when sourced by growers. We’re also helping to coach our members through a peat-free transition period and have recently had policy success with an HTA campaign for plastic pots to be recycled kerbside, which will come into effect in 2026. There are lots of different areas – from business rates to crime, workforce to water – so we encourage members and non-members to take a look at the policy pages of the HTA website.
Sustainability has become a major focus for many horticultural businesses. How is the HTA helping businesses in the houseplant sector adopt more sustainable practices? What advice would you give to retailers looking to make their operations greener?
We’re continuously championing our members towards a more sustainable future – as the original green industry, we are keen that the Government also knows the value of what we do – growing green – and what that means for delivering on UK environmental and net-zero ambitions. For members, we’ve created a Sustainability Roadmap, which is a framework for helping members increase the commercial, environmental and social value their business delivers. You can also read about our Sustainability Reference Sites, which are members leading the way by example, available on the HTA website. Their initiatives include biomass generators for harvesting rainwater, carbon footprinting, waste and recycling schemes and solar panels.
The HTA has been involved in helping British businesses grow and adapt for many years. What changes have you seen in the houseplant industry over the last decade? How do you envision the future of this sector, especially with trends like urban gardening and indoor plant care becoming more popular?
We’ve seen an uplift in houseplants and gardening more generally over the past few years, both during and post-pandemic. Last year, 45% of adults bought a houseplant (c. 24 million)- source, HTA consumer survey of 4,000 GB adults, 75% of British adults have access to a private garden, and 88% agree that access to a garden or public green space is important to them. We’ve seen a younger generation yearning for green spaces, and although some don’t have a garden, we’ve seen an influx of pot planting on balconies, windowsills and an uplift in indoor houseplants. The popularity of urban gardening and indoor plant care really came to the fore during Covid as people really started to value plants not only for aesthetics but for mental wellbeing and environmental benefits. The HTA was instrumental during this time in helping re-open Garden Centres.
The horticultural industry has proven to be surprisingly resilient during economic downturns. The HTA notes that UK consumers often increase their spending on gardens and houseplants during difficult financial times, turning to greenery as a source of comfort and stability.
Our industry and our members have a long history of resilience, innovation and adaptation, and given that UK consumers tend to ‘retreat to the home’ and spend on gardening in tough economic times, there is every reason to believe in our industry’s potential to get through the coming challenges and come out stronger.
There are lots of opportunities from helping the government in recognising, realising and maximising the value of Green Spaces to deliver on green growth, health and social benefits, and the UK’s net-zero and environmental targets. Which is why the HTA is calling for a bold national programme of urban greening supported by reformed planning processes and guidelines setting out clear targets in relation to location, green space, garden size and biodiversity.
Looking out to 2030, there are significant growth opportunities for the sector. In their review of the industry, Oxford Economics and Foresight Factory identify the potential for the industry to grow by £13billion in its contribution to the economy. Factors in the industry’s favour include demographic change as the number of adults in their 40s, 50s, and 60s increases, as well as cultural and political demand for gardens and green spaces as nature-based solutions to the challenges confronting us from climate change. The study identifies that maximising this growth depends on the industry’s ability to invest in areas such as sustainable productivity growth, modernisation, and research and development.
The horticultural sector brings wider benefits to society, from environmental impacts to mental health. How does the HTA work to promote these benefits to a broader audience, and what role does it play in supporting these efforts across the UK?
We released our research report, The Value of Plants in 2023, offering a comprehensive view of the evidence for just how much economic, environmental and social value plants provide to the UK. We know that environmental horticulture can be instrumental in supporting people struggling with their mental health. Strong benefits link health and horticulture, whether recovering from an illness, depression, anxiety, physical activity, cardiovascular or social health. The HTA's role is to champion the benefits to the government and policymakers, influencing their manifestos and growth strategies, as well as supporting these efforts in the media. Currently, we’re lobbying for more and better-quality green spaces – especially alongside the new government’s commitment to 1.5 million new homes. New developments or developments collectively in a planning authority should incorporate at least 29.5% space for garden density to maintain the current proportion of Britain’s urban residential gardens. Also, imagine if every one of those houses also had even only one houseplant in every room…
While the HTA primarily supports small to medium-sized businesses, its network creates a sense of community, where members share best practices and innovations, helping elevate the entire industry through collective growth and shared success.
As we reflect on the HTA’s steadfast commitment to the British horticultural industry, it’s clear that their work is a crucial thread in the fabric of this sector’s resilience and growth. By advocating for sustainable practices, supporting small businesses, and influencing policies that foster environmental and social well-being, the HTA continues to be a driving force for positive change.
For those inspired by the HTA’s vision and keen to support a greener, more sustainable future, we encourage you to explore their resources and initiatives. Visit their website to learn more about how you can engage with and champion the UK’s horticultural community, whether through membership, advocacy, or simply spreading the word about the importance of green spaces and sustainable practices.
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