Trevor Pfeiffer on Nurturing Growth in the Garden Centre Industry
In the latest episode of TheMorePeople Podcast, our host Andrew Fitzmaurice is joined by Trevor Pfeiffer, Editor of Garden Trade News and one of the most passionate voices in the UK garden retail sector. With decades of experience that spans motorbike advertising to publishing leading horticultural titles, Trevor brings unique insight into what makes the garden industry thrive and why it remains such a rewarding space to work in.
From Motorbikes to Marigolds
Trevor's journey into the gardening world started in an unexpected place - Motorcycle News. Selling ads to bike dealers in the '80s, he eventually transitioned to publishing a range of specialist titles, one of which was gardening-focused. It was that seed which took root. Since the late ‘80s, Trevor has immersed himself in garden publishing, ultimately founding a business entirely focused on supporting and celebrating the sector.
He now heads Garden Trade News, GTN Extra, and Garden Radio - a station playing in over 100 garden centres across the UK.
“I always wanted to be seen as part of the gardening industry, not just the media,” Trevor shares. “You can’t run a trade title and beat up on the industry, you have to be there to help them.”
Why the Garden Centre Sector Is Different
One of the biggest takeaways from the episode is how unique and emotionally-driven the garden centre sector is. Unlike many retail categories, the success of a garden business is deeply tied to nurture, seasonality, and authenticity.
“Good retailers come from a growing background,” Trevor explains. “You can’t sell dead plants. There’s a natural sense of nurture that runs through this sector and you have to tap into that to succeed.”
It’s also a sector that doesn’t always operate at breakneck pace. Trends often take years to evolve due to the seasonal nature of the products. Unlike FMCG or tech, garden retailers need to see how a new product performs over multiple growing seasons, not just months.
Changing Customer Expectations
Trevor reflects on the transformation of garden centres over the last couple of decades, from plant-focused retail to multi-faceted destinations. The rise of restaurants within garden centres has been particularly important, especially during years when the weather dampens plant sales.
“If you sell good plants, you’ve got to sell good coffee,” Trevor says with a smile. “Customer experience now extends far beyond just the products on shelves.”
The conversation also touches on how garden centres have adapted to more lifestyle-driven offerings, with concessions, giftware, and seasonal themes all helping attract footfall and increase dwell time.
Why Garden Retail Still Matters
Despite the challenges of unpredictable weather, inflation, and shifting consumer habits, Trevor is bullish on the future of the sector. Plants remain a powerful differentiator for garden centres, and an emotional one.
“People might not buy a plant on the spot, but they’ll remember it, come back, and buy it later,” he says. “Plants make people feel good. And when people feel good in a garden centre, they’re more likely to spend.”
He also highlights the intangible value of in-store discovery, something that online plant retailers can’t replicate. Whether it’s a surprise find in the plant area or stumbling upon a new product at a trade show, serendipity still plays a huge role in customer satisfaction.
Music, Awards, and Garden Radio
Away from the horticulture, Trevor’s passion for music shines through especially when discussing his work behind the scenes at industry awards like the GIMA Awards and GCA Conference. He’s the man who picks the walk-on songs for each award winner, aiming to capture the spirit of the category or company through music.
“It’s not for the winners, it’s for the audience,” he says. “If they’re singing along, I’ve done my job.”
Final Thoughts
Trevor’s love for the sector is undeniable and contagious. His deep understanding of what makes the garden industry tick offers valuable lessons for anyone involved in retail, media, or service provision in the space.
At MorePeople, we couldn’t agree more with Trevor’s view: this is a people-first, purpose-driven industry. And for those who embrace its values of care, patience, and quality, there are still plenty of opportunities to grow.
