Phil:
So we're delighted to welcome Nigel Thompson, the sales and marketing director from sitcom, onto the show today. Welcome, Nigel.
Kate:
Hi, Nigel.
Nigel:
Good afternoon. Thank you very much for having me.
Kate:
Great. Great to see you.
Phil:
Perhaps we could start by you giving us a little bit of background about the company.
Nigel:
Yeah, happy to do that. Sipcam is quite a large concern around the world. Although a lot of people may not have heard of sitcom. And its roots, no pun intended, are in agriculture. Agricultural chemicals for agricultural chem, as we call it. And from there we've spun off into consumer gardening. So helping farmers on one hand has become helping, if you like, Johnny and Jenny with the gardens and the and the homes.
So that's who we are.
Phil:
Okay.
Kate:
Where does the name Sipcam come from Nigel?
Nigel:
Yeah, that's a really good question. And, you know, no excuse. I my broken English Italian because it's an Italian acronym for Society Industrial Production of Chemicals Agricultural Milano. So that's a hybrid version of what it really is. But that's got the acronym, it’s a family owned business as well. Third generation still family owned as well.
Kate:
Really. Oh that's interesting. Well, I'll stick to Sipcam if that's okay with you?
And how long have you been around in the in the UK?
Nigel:
We started this business. It was launched, officially in 2016. About, say, eight years ago. And then I joined in in 2018. Couple of years after that.
Kate:
Oh, gosh. Been there a while then. So you're talking about it being, a kind of global business, and you've got this, Italian connection. Are any of the products developed in the UK?
Nigel:
Yeah, most of what we do, happens in the UK. The farming business has a number of brands that did, sipcam home, a number of brands that farmers, I've met a few farmers and said to them, have you heard of Sipcam? And they said, yes. And I’ve said, yay - that's great. But, we tend to work with brands that we've, number one developed ourselves and owned, so literally created from the ground up in terms of name and proposition etc., that we, we now own as a business.
So, at the minute, most of what we do is, apart from two brands, is just UK only and is originated and developed and manufactured in the UK.
Kate:
Okay. So you manufacture so efficacy is kind of the buzz word I think these days especially with the more natural products that are around. How do you go about testing the products with Sipcam?
Nigel:
Yeah, we do. We do that in a number of ways. We we partner with University. So people like Harper Adams, we did. We did a, some work on some trials with them tomato feed, tomato for many years go. But so would use people like that. We also actually work very closely with our sister company we’re Sipcam Home and Garden, the Ag guys are Sipcam UK, so they do a lot of field trials, are working with agronomists and living in that world, got access to really good trials that we can do on products. And the third and most amusing part of the answer to that question is we do we do some stuff in house. So yesterday I witnessed in our offices in Derby, we were just doing some of the trials for video of our new Slug Stoppa product.
We had three lanes in a cardboard box. It was like a raised bed where we had three different products and untreated in the middle. So we do some very rudimentary inhouse amusing tests. But where we put the credence is with the universities or through accredited people through our Ag business.
Kate:
Right. Okay. Well, Phil and I, we we absolutely know that one having done some filming for slug products, we've done that exact same type of trial with a raised bed, haven't we, Phil?
Phil:
I was the slug wrangler. Getting up early in the morning to go and find slugs to use.
Nigel:
Yeah, we coined a phrase or rehashed a phrase yesterday that's: never work with animals, children or slugs! We discovered yesterday, so.
Kate:
Absolutely. Well, we certainly found that, didn't we?
Phil:
So I think it's fair to say that Sipcam isn't one of the big boys, in the market. Yet. Yes. That's good. Well done, Yet. What does it mean to be a challenger brand in the garden sector?
Nigel:
Good question. Phil. It's actually quite exciting, I think. I I'm a previous and most of my previous work in life in horticulture. It's fair to say that. Yeah, I was in a market leader. So I work for Stewart Plastics, now known as Keter. And when I was the yeah, we were really market leaders in pots and fancies and most of the market share.
So I was very much where were you defending your market share. And it's a bit more about retention. And in this chair right at the start was about who was sip cam, how do you pronounce it, how to say it, what does it stand for? It's really it's like breaking through ice initially I'll be honest with you.
Then you make a breakthrough and then you find it becomes a lot easier. And there's awareness of that. But it's actually quite exciting, I think, because it's the first time. For a long time I've sat in that seat of being a challenger brand, to use your phrase, and then, you know, we're up against some really well known brands that advertise on the television between Coronation Street. That everybody knows. But it's fun, actually, because I think, I think you get a little more, in the nicest sense, a little more feisty and a little more, sort of convincing of conviction around who you are and who you want to be. You're a bit more agile, you're a bit more flexible, and you need to find sometimes find the spaces and find a little bit of space to, to be there to prove yourself.
So I see quite like a, quite like being the, I wouldn't say the underdog, but somebody said last year, not this year when we won the GIMA Sword: It’s good to see one of the smaller boys kind of, you know, doing this and disrupting the other. So I thought that was quite a nice compliment. There's room for everybody and there's room for us all.
But it's good fun is what I would say.
Phil:
Do you see yourself as a disruptor in the marketplace? Is that how you would describe yourselves?
Nigel:
I think in part we do, because I think sometimes disruptors can be seen as, the perception could be a negative one that you're agitate the wrong way. But I think in terms of doing something different and we set out that way to have a unique personality, a unique voice, a unique proposition in terms of products have some quirkiness because I think every business has a personality, whether they recognise it or not.
Every business has personality, and I'm always kind of aware of that. And so I talk to our guys when we talk about that, so little things like turning up at Glee, with t shirts and chinos on years ago, a lot of people saying, oh, are you're not here to work Nigel? And things like that.
So you might say that is, you know, disruption. Whereas some of our competitors might choose to wear suits or formal attire on, on the Glee stand. And so I just think can yeah, I think we are probably something of a disruptor Phil. I'm lacking another word to describe what that might what that we were very keen to have our own unique voice, our own unique personality.
Kate:
Yeah. So we've talked about, the challenges. What about the opportunities that, kind of a younger, challenger brand has for innovation. And, you talked about wearing t shirts and chinos. Do you have any other approaches to your sales and marketing generally?
Nigel:
We do, yeah. I mean, terms of, the environment, how we work. Yeah, we do, but things like in our NPD process, we say, have you everybody's entitled to a voice, everybody's entitled to an opinion, and there's no such thing as a bad idea. So when we’re going through what we call the idea stage of NPD, anybody can bring anything to the table.
Nothing, is dismissed. And we all input into that. I'll be honest, sometimes that that can be a challenge because you know, Kate and you know, Phil if you do marketing and I think by committee almost you have to manage that process really, well. So it's great saying what I've said. But equally there has to be some protocols and process and some disciplines in place.
But everybody, has a voice. We work as a team, we consult externally. We've we put research outside of the business. We talked to people were not frightened to involve customers and partners in our decisions. So I've got to give credit to our customers for our NPD process as well as our sales and marketing. So yeah, I think we do.
And we look at it and think, look at a product that a consumer likes and think, how could we do that differently? But with some character, so it's not just differently for the sake of it. So everybody sells a tomato feed in red bottles or red packaging. You know, we have those conversations, why doesn’t someone do it in orange or purple of pink or whatever.
Sometimes you think, well, that might just confuse the consumer, but I think we're not, we're never afraid to ask those questions of what could be or could it be this? Why? Why does it have to be? Why has it always been like that?
Kate:
Yeah, absolutely. So are you your hands tied at all by the kind of more the global company or basically do the decisions kind of stop with the UK?
Nigel:
Today most of what we've done as has come out of the UK. So we're part now we're in Sipcam home and garden of a European group. So we collaborate a lot more than ever before and we would love to do innovation together. So we, you know, we try to identify what are the commonalities across the territories. Could we work on NPD together rather than in pockets.
But at the moment, most of what we do is unique to the UK and we share it with our European counterparts. To say this works here, but you know what might be outside of registration legislation in the UK won’t be the same in Spain, Italy, France?
Kate:
Absolutely.
Nigel:
So we've always got those nuances that are that are in play. Yeah.
Kate:
So let's look at some really good news. Sipcam has been recognised with some really impressive awards. And not just this year last year as well. So share a little bit about those with us and, and what they mean to you and to your team.
Nigel:
Yeah. So again, that’s a really good question and a question I'm really glad you've asked. And, you know, it sounds like a cliche, but, you know, they mean the world to us, honestly. So we won The Sword of Excellence at the GIMA in 2023, and there were three of us, from Sipcam Home and Garden of the business at the, at the GIMAs.
And it completely took us by surprise. I was kind of.. what felt like five minutes was lost for words. It was probably 20seconds. And it was just euphoria to be recognised by your peers, by your industry in what we would say is the equivalent for us, let's be honest, of an Oscar in our industry to win that award and things like the Glee awards.
Kate:
It's kind of best film, isn't it? Rather than just kind of best actor, best actress. It's kind of the best film because The Sword of Excellence is the best product overall. Is that right?
Nigel:
It is. Yeah, it's the winner of the winners, of all the categories that go forward. And then there's a couple of like overarching awards and that's the one. So we won it last year and it's been on our wall. We handed it back at the start of last week, and went again last Thursday, and we took the whole team. This is a bit of a risk. We took actually 12 people. We brought some people that are working with the business as well. The most of the we're able to make the event. So to be on the table again with our colleagues, some of which are quite young, you know, a couple of years out of apprenticeships. And to see that to some of us that are a bit more under, seasoned, further down the line in our working journey, was just amazing.
Again, I just, you know, for 48 hours, I just almost couldn't stop thinking about it. In a way. And it's no exaggeration to say this to you, but the last those two events of absolutely being career highlights for me, because I've never been involved in personally winning a GIMA award before. So to win not one but to win two has been great.
And actually the ones at Glee as well were amazing. Again to be recognised for our Slug Soppa, we were nominated for our Glee uniform but I've got to give kudos to Grass Gains. They, they smashed it really. I think they were streets ahead with their shirt and shorts to be fair. So yeah.
Kate:
That was quite scary. So what do you think it is that I mean, apart from obviously a big hander. What do you think sets you apart in ways that resonate with the award panels?
Phil:
You can't say that! [laughter]
Nigel:
That's outrageous! [laughter]
Kate:
Yeah, I am completely joking. What is it that that you know, what do you think the award panel recognise and appreciate with Sipcam?
Nigel:
I think one of the bits of feedback that we got was, was, was the innovation. So I think a comment was made about having a slug solution that's a spray, and not a pallet or wool barrier, which we do barriers. So I think the fact we've done that, the packaging, the naming of the product, we're just doing it very different.
Our packages shiny. We're moving away from plastic bottles now. We got “bin the bottle, pick up a pouch.” So I think the fact we look at the products and we look at the packaging, which historically we didn't do, we focussed on the products and the package. We had some work to do, but I think, I think you got a holistic, it's got to be products, it's got to be packaging and it's got to tell the whole story.
I think I'm, I'm surmising because I've not spoken to the judges about it. Despite what you've insinuated, Kate. Yeah, I think we're just like, you know, the fact that it is it is very, very different to your conventional product, conventional problem, quite a different solution we've come up with.
Kate:
Because that's just it is the slug stopper we're talking about. That was the product that got you the Sword of Excellence.
Nigel:
Yeah. And I think to be fair to us, we were very blessed in the sense that what a year to put forward a Slug product, of all the years, you know.
Yeah. So right time, right place. So it was very blessed.
Kate:
Absolutely. And I'm really looking forward to trying it because I wish I didn't have to try it. But I am definitely going to be going to be having a good, good go with it this year because it was a nightmare, an absolute slug. It was Slugageddon. And so, yes, your product. Right product. Right place. Definitely.
Nigel:
Yeah, brilliant.
Phil:
Nigel, can you just give us your take on the current landscape in the garden sector and how you see Sipcam fitting into that?
Nigel:
Yeah, I think we're at… we're in interesting times. You know, I think even in the last 24, I was this the news breaking about The Range and the Homebase brand. And you almost feel that nothing's off the table in terms of what could surprise you, what could happen, what could go on. That said, I think particularly with garden centres in the retail sector, I think they’re incredibly robust retailers and individuals and teams and people, you know, survive lots of things and even flourish actually in difficult times.
I've seen a few kind of recessionary periods, where garden centres have come out even stronger to their credit. So I think our industry is robust, but we've got a lot of challenges that we can't we can't we can't be blasé about, you know, economic challenges. The weather's always going to be a thing. And every year, you know, we'll we'd get to the end of the year and we all pray for a good season and hope for good season. And we get a mixed bag inevitably. You know, some you know, we never get the perfect storm, but we hopefully we always get some decent spikes. And I just think I think it's changing. And I think some of the interesting things are around, for me, the core consumer in, in gardening, because as a younger consumer emerges, I think the, their habits, their way of thinking, their value system, their ethos is very different than what has been the traditional consumer.
And I think that's replicated as well in the garden centres as well, because I think garden sense is going to need to have buyers and staff, marketing people in place and owners that are in line with that, because I think it will change, and their buying habits are different. As I say, their value system is different.
Their view on the environment and the planet might be slightly different than the core consumer. So I think watching for me, watching that, that younger consumer moving to that circle of the core consumer, if you look at it in your view, I think is a really interesting one and will promote interest, I think online and the digital is massive.
And online retailers usually… we do a lot with people that are close to online rather than physical retail. And we noticed that the spike in and the trend of sales is very different. So, you know, if you've got a weed problem now and you jump on, say, Amazon or eBay or any other platform, you solve that now.
Whereas traditionally in garden centres, we think that happens at this period of time. And you get obviously an instant response from that particular consumer. I think it’s taught us a little bit about the fact that the seasons are not as boxed in as we once thought, neither. A very simple graph that was up the mountain and down the mountain.
Now it can look like furrows. The last is rolling hills, actually a couple of rolling hills rather than up the mountain and down the mountain. And I think, I think that's quite an interesting scenario as well.
Kate:
So, how do you think Sipcam is contributing to the positive shifts that we kind of were talking about within the garden centre and the products that you make?
Nigel:
Yeah, I think and that's answered through what we do with the Ecofective brand. And we always said it was an alternative to conventional chemicals. So pesticide free bio stimulants are in there, organic matter, natural products. I think also we've we talked about Slug Stoppa a few times already and I don't want to make this conversation just about that, but that's about slug control and not slug killing. We're not the only ones, to be fair that doing that, there's this there's other barriers and woollen products that are out there from some really, good suppliers. So I think there's an army of people. And there was a BBC article in the spring about hugging a slug. They don't want to kill things, but want to keep them in the system.
And I think the same thing goes for whether it's moss killing and weed killing people are, they’ve got a different view. I think that's one of the things with the younger consumer. I think that and the packaging as well. What impact is packaging on our world? What impact does this got on our planet and on our world is really, really important and without polarising the consumer because it's never that straightforward.
There's probably a lot of older, maybe older consumers that maybe that's less of a concern. And their concern is weeds. And I want to deal with it as powerfully, as quickly and as effective as I can. What does that look like? You know, and that that's valid because they have got valid choices to make. But I think, yeah, I just think the younger consumer does just perceive and think and value very differently.
Kate:
Absolutely. And I think we've seen, you know, the peat free debate is still raging on. I mean, that's still there. But, you know, there's not a lot of peat extraction happening in this country and it's not going to restart whatever people say. And I think for the younger people, where that concerns is, is the environment. It is about, you know, ban pesticides. What's bad for the environment? I mean, and again, like with the peat free the arguments are never clear cut. People don't listen. But with social media you really have to as a newer company, look towards that consumer, that younger eco warrior type consumer. Otherwise, I just don't think you're going to win in this marketplace at all.
Phil:
So just taking a step back from looking at your products, Nigel, can we I'd be quite interested just to talk to you, for a moment about the culture within Sipcam. And I was wondering whether one, you could describe the culture within Sipcam for me and also what the values are that you see that are embraced throughout the company?
Nigel:
Yes. Good question. Phil. For us, culture is really important. And one of the gifts of being, a newer business. So we've already talked about an, a disruptor and a challenger brand and all those sorts of things. You tend to be you tend to be smaller. So Matt and I, Matt's a general manager. Literally dreamt some dreams a few years ago on plane journeys and various other things, travelling about what it could be, what it could be like, what it could be like to work in.
And we both worked in more corporate settings and both, you know, I’ve worked for a private equity business owned by private equity. I work for family businesses. So I've had a lot of experiences, and I think we took some of those away and thought, what's the best of all those things in terms of culture? So for us, I mean Sipcam have stated values, but I think to translate those values, you know, we have a relatively flexible approach to working, which is not necessarily I know, totally unique with family and people's personal lives.
So we don't push people into the ground. So we don't have a ridiculous work ethic that demands people with their silly old clock and leave it silly o'clock and kill themselves or half kill themselves in the process. Equally while we’re there, we're incredibly passionate, incredibly committed, and incredibly committed to one another and one another's job. So we have a few analogies that I don't mind sharing with you.
So we have a netball hoop in our office in the corner. And the reason we have that is… I conducted a kind of a wellbeing session, I conduct two a year. We came back with a number of analogies: I said to the team, if Sipcam was a car, what would it look like if it was a drink? If it was a food, if it was music, what would those things look like? And we honestly described them as a team and said, okay, that's well, what do we want to be like? And one of the analogies, one of my colleagues came. He said, we probably, if we were a netball team, we’re all in danger of moving around the netball team and standing in each other's positions because we're all passionate. So the netball hoop is there is a visual reminder to say, actually, you can play your biggest part mostly by staying in the space that we're giving you as your job role whilst playing your part.
And it's a really soft way of reminding people, and I say to the guys, look, if I'm out of my lane, you know, let me know equally, if I'm nowhere near you on the court and you need me, let me know. So incredibly passionate people, real sense of togetherness. One of one of the phrases we've been using this week is people are so, so passionate out of work and the WhatsApp groups are pinging.
One of my colleagues, her husband, had to say to her this week, you need to calm down after the GIMA Awards, so we were really excited with multiple WhatsApp groups all pinging. So we've been throwing that phrase around quite a lot this, this week. So yeah, we do wellbeing days I facilitate one, we'll do one at the end of the year.
And we've done things like with story cards as well and asked people to pick and say, like if there's one great thing in the business, try and get card to tell that story. If not, just tell a story but pick another one were perhaps we could improve or it could be better or it's a definite weakness. So we take those things away.
Another thing we've got in terms of culture is the girls say, could we paint one of the walls? Our office walls are a combination of rustic brick, and why could we have a bit of colour? So we had a painting day last year. We got some paint and painted the walls together. And you know what? Painting the walls together. Builds the team. As much as building a Glee stand. It builds the team and builds the business, and we set out for… And it's a stated claim for us. We want to be a great business to deal with, but equally, we want to be great people to deal with. We want people to walk on our stand anywhere and think we like these guys that are good at what they do. They know what they're doing, but they’re good people. I don't let's we'll use the word nice, but they get the job done. We can talk to them. They’re honest. They’re open. They’re real. And I think that does transmit through what we do. So culture and cultural values, teamwork, belonging, office environment, wherever we're working from. And our new starter Alan, who started around this time last week, so he’s on week two this week, he said. Are you really taking me to GIMA, this week? You know what? Yeah. So yeah, it’s culture it’s so important isn't it? You know, when we were doing the recruitment process and we landed with Allen, I'll be honest. And if Alan ever listens to this, if there was somebody that was two points better than Alan in terms of how we might score him, But Alan was better on culture. I would have taken I would have taken been a couple of points under getting the cultural values, somebody that I wouldn't think would be a good fit and would bring something in really well. So yeah, who we work with and who works with us is really, really important to us.
Kate:
That's really refreshing to hear because some on LinkedIn recently, somebody I had worked with a while ago in a big, big company had kind of talked about how toxic marketing and sales can be within our sector and how we have to where so many hats and the pressure, especially with social media managing and just how burnt out so many people are within our industry, and she's left. She's left to go freelance and good on her. So it's really refreshing, Nigel, to hear that you taking it seriously. It doesn't sound like you're just doing it to tick boxes, which some companies unfortunately do. But, you know that it really sounds good. And I like the idea of, of painting a wall together. I mean, that's great. Need to do some gardening together as well. Gardening days.
Nigel:
That's on all that's on our plans Kate. We’re also trying to do something with Greenfingers Charity as a team too.
Phil:
Have you seen how that culture that you're developing within the business has affected your customer relationships as well?
Nigel:
Yes. We have you know people have picked up this, I mean it's interesting isn't because I still think within business relationships, you know, there's still a degree of formality with some people. But you tend to hear things third hand from other people that say to you, oh, yes, someone was talking about Sipcam and they said X, Y and Z or, you know, let's see in the works how Matt or Alan, or you know, Lydia, Leah, we get things back from other people.
So, yeah, you don't always get it back, you know, back directly. And I have that a few people out there have actually said, oh it looks like a great business to working. Nigel, if you've ever got any openings let is know good. Which is really good. But I'll speak to you later about that Kate! Okay. But thanks for that message.
Kate:
Well, no, it's interesting because I was at an event yesterday, Women in Horticulture at the HTA house, and we did mention you, and we did say what a lovely kind of atmosphere your table was [at the GIMA Awards]. And I don't think that was just the free prosecco, just generally everybody seemed really happy to be part of the Sipcam team.
And that was before the awards were announced. So, it's definitely people are noticing that, you know, it seems like a lovely team to work for.
Nigel:
Thank you.
Kate:
So what's next on the horizon for Sipcam? Nigel, what do you have your sights set on achieving?
Nigel:
Yeah again, that's a great question, guys. Really good questions. I think specifically for us, we would love to grow our business and garden retailers and get really close to… when I say true garden retailers, you know where the plants are happening, where people have a developing their green space internally or externally, whatever size, whether that's one hanging basket, one pot or a small allotment.
I think for us to have our products alongside everybody else in garden retail is big. I mentioned online earlier on, it's relatively easier to enter the online space, but I think garden centre space is precious and at a premium. Big brands are occupying that and and have done for a long time, so...
Phil:
Lots of long term relationships there as well, which need to be chiselled away at aren’t there?
Nigel:
Yeah, absolutely. So I think for us it's that space. And one of the things, that when we go into Glee, I kind of always build a story for us. What's a story that internally we're taking to Glee and we can transmit to customers, whether that's clearly or subtly we transmit that. You know, one of the things we talked about was simplifying what we do. So I think from our point of view, things like the Slug Stoppa, taking a step at a time to get to where we want to be, rather than going like a gung ho approach with customers. I think going sensibly, relatively slowly but meaningfully as well. And, you know, with some sort of purpose and some edge and some reasoning to it rather than just looking: well, you buy those ten SKUs from out of the supply, we'll replicate those ten and away we go. I think, that was a little bit sort of lazy, for us. But yeah, Garden Centres is… and we're get a lot of traction at the minute and winning an award helps to get there.
Kate:
Well of course. Yeah, yeah. And do you have… forgive me for asking this. Do you have the supply to, you know, to fit demand if, if that kind of all takes off?
Nigel:
So yeah definitely we can. You know it's all produced in the UK and so we can upscale that and, and that happens sensibly and commercially. So Absolutely, yeah we could. We're ready to go on that and, and plan that and build that into our… you know we're building growth into every single year. But if something momentous happened then yeah…
Kate:
You’re there, you’re ready.
Nigel:
Yeah, we're ready for it. Yeah.
Phil:
Fantastic. So what's been the best reaction that you've witnessed with somebody having seen your products in action for the first time?
Nigel:
The has a really, really good one because we, we tend not to see too much with the consumer. Obviously, because they take it away from the store or online and use it. What we do see is, is people are kind enough to feed back and say, I've used these products and it's amazing. And we genuinely cherish those comments.
You know, we never take them for granted. I think being a challenge brand, you do value every customer, every comment. I'm not saying other people don't, but I think at that scale, you've got the ability, you've got the ability to do that. But yeah, a little story for you. I won't mention the retailer, but I went to see a retailer in January this year.
There were two people there. I went to present one of our products, which is Block Blitz, is a powder format patio cleaner, and one of the two ladies sat opposite, one said, oh, I've used this products. It's amazing on my block paving. And I… to be honest, I just shut up and a sell it to her colleague in terms of the concept and stuff.
So when somebody's had such a positive experience I don't think you would will ever time with that or you should ever tire of that. So when we get stuff back, it's great. And we send we send product sets people to test, you know, retailers sometimes to test it out. And we’ll say just test it, or test our patio cleaner or block blitz on the garden centre? And when you get: amazing - it's worked really well. It's good.
I'm sorry I haven't got one moment where I bumped into somebody. They said, I've been waiting to meet your Nigel. What's happened to my roses is fantastic! That's not yet happened, but I live in hope!
Phil:
You never know.
Kate:
So, Nigel, I'm going to ask you probably the trickiest question of the day. And I do want you to be honest with this one, because I won't be judging you. But do you enjoy gardening yourself?
Nigel:
Yes, I do, I am, I'm a I'm a dabbler. I'm not. I'll be honest. I'm not an expert. Even though what I've worked in, in and around horticulture. But, I do, I probably should give it more time than I do, Kate. And I think everybody says that.
Kate:
As everybody in the industry, they're so busy trying to get everybody else gardening that they run out of time to enjoy it themselves, don't they?
Nigel:
Yeah. And I always enjoy looking at other people's gardens and never tire of being in whatever garden centre it is, seeing the plant beds at different times a year and what's going on. You just think what a fantastic environment.
Kate:
It's a great industry, isn't it? It really is.
Nigel:
It is, yeah. So I would put myself in the, the dabbling non-expert category
Kate:
Okay. Like Phil. Like yourself Phil.
Phil:
Absolutely.
Kate:
Well though you are becoming more of an expert every day.
Phil:
Well, every day. A little bit. Small increments.
So a little bit of a fun question for you, Nigel. What's the most unusual or creative use of a garden product that you've come across?
Nigel:
In my previous life, when I was working and living with pots and planters, you saw some unusual stuff in, in pots and planters. So I remember getting involved with a project in North Yorkshire, it’s called the Flower Pot Festival in Settle in North Yorkshire. And, we kind of the business I was with, we sponsored one of the very first ones of that, and that's grown. So you've got Star Wars characters to film stars made out of pots. All round this lovely village. So we were kind of evolved in the genesis of that. I’ve seen lots of pots and planters used for things like water buckets, beer buckets, camping. And you look and you think that's a 30 centimetre whatever it is, and that’s the code and that’s the barcode.
I think recently the most, usual one I've seen of my colleague Matt. The Slug Stoppa that we've talked about a few times. We used to do it in a granular formula in buckets. And his computer monitor is resting on a bucket of Slug Stoppa in the office, so that's quite unusual. No slug control is going on, but monitor at eye height is happening for him – yeah.
Kate:
Love it.
So, Nigel, you said you're a dabbler. But you love going to garden centres. But, do you have a plant or a flower that would always put a smile on your face? And I don't mean a Hosta that's not got any holes in it because the Slug Stoppa’s worked.
Nigel:
Yeah, I've got quite a few. I love, I love Acers, I've got quite a few Acers in pots.
Kate:
Ah - this time of year…
Nigel:
Yeah, I love grasses as well. So it was a bit of a Japanese theme going on. That sounds like I know what I’m talking about doesn’t it? But you know what really, I love, and my wife's the same, and it would be the cottage garden or wildflowers. I think the pollinators, but just the just the beauty of, you know, perennials, cottage garden flowers, wildflowers, I just find that bring so much happiness when you see them, especially when you scattered the seeds and grow them yourself.
So I'm going to go for that Kate. I'm going to go for a Cottage Garden.
Kate:
Lovely. That's perfect. Thank you.
Phil:
Yeah, that's brilliant. I think that just about wraps it up Nigel Thank you so much for your time. It's been fascinating talking to you, finding out more about Sipcam and the culture within the business, but also the products that you're selling and how, how well you're doing at the minute. That's brilliant.
Kate:
Just one thing. Is there anything new, a new launch for 25 that we need to be aware of? Or is that all under wraps or you just consolidating what you've got this year to push forward?
Nigel:
No, we've already started talking about it Kate, we've already got a few ideas. So I think in the new year that will step up in earnest in terms of that process and what that looks like, because time flies. We soon jump from to Glee don’t we? So yeah, there's a couple a couple of things that we're that we're looking at that we think could be quite interesting.
Kate:
Watch this space.
Nigel:
Watch this space, absolutely 100%. Thank you both. I've really, really enjoyed chatting. Thank you so much.