$600m New Zealand gardening industry set to grow further
Wednesday 5 October 2011, 1:07PM
By noodle
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Go Gardening - Growing New Gardeners throughout New Zealand
New Zealanders don’t mind getting their hands dirty and gardening already ranks second on a list of participation in sport and recreation activities (source SPARC Active NZ Survey).The Nursery and Garden Industry Association (NGIA) plans to move gardening to the number one position.
‘Anyone can be a gardener,’ says Rachel Vogan, president of the NGIA. ‘You don’t need special skills, a big section or lots of time and money. A couple of pots on a balcony can give you fresh home grown tomatoes all summer or provide a splash of colour and fragrance’.
The reinvigorated NGIA, which has a 100 year history as the representative body for the NZ nursery and garden retail industry,has launched a multimedia campaign under the banner ‘Go Gardening’ as part of a five year development plan to help get more people into their gardens.
With more than 400 retail, grower and supplier members,the NGIA represents 75% of the gardening market in New Zealand which is estimated to be worth $600m annually.
‘The move to grow your own food is recognised as a globalmegatrend’ says Vogan, ‘and it comes with the benefits of being a healthy wayto spend your time, usually outdoors and the whole family can get involved’.
The Go Gardening campaign kicks off with 30 second commercials presented by Discover Home and Gardening presenter Evie Ashton backed up with in-store information, a consumer website, www.gogardening.co.nz and a refreshed Go Gardening magazine.
The campaign was created by retail specialist agency, hotfoot.
ENDS