The impact of the 'grow your own' trend: It seems that every consumer wants to plant their own vegetables, but will it last?

摘要

This season's sales growth area in the horticulture industry is definitely "grow your own". But how can growers and garden centres make the phenomenon last? After all, in the 1970s, when TV show The Good Life, together with the drought and oil price hikes, led to vegetable seed sales exceeding the sale of flower seeds, the craze died down within a couple of seasons. This time around, Jamie Oliver is gaining the credit after his Jamie at Home series was repeated at a time when gardeners were keen to buy seeds - when C4 first broadcast it in 2007 it was too late in the season. The Jamie effect follows on from 2007's BBC series Grow Your Own Veg, fronted by Carol Klein, which spawned one of the best-selling non-fiction books of the year and prompted aslew of copycat, cash-in tomes from publishers.