The two teams of delegates have been working to market a new Begonia elatior, bred by Beekenkamp Plants, to be launched at Gardener’s World Live in June 2025, and then sold by British Garden Centres.
Mentors Boyd Douglas-Davis and programme lead Natalie Boynton helped with pitches before then delivery to the professional panel at St Peter's Garden Centre, Worcester: Peter Moore, (headline sponsor), Amy Stubbs, Julian Palphramand, Lucy Tremlett, Bob Sweet, Annieck Ruijgrok-Nota, Andrew Abbey, Nick Mathias, Michael Perry and Liz Dowling.
The pitches presented product identity (plant name, labelling, branding and key themes), plant specification, market positioning, pricing, graphic design, social media marketing and event engagement.
BBC Gardeners’ World Events event director Lucy Tremlett said: “It’s hard to put into words how professional, passionate, engaging and driven the teams were, and I was blown away by their pitches. The result being that we couldn’t choose one team to take the product forward and therefore they will work together to bring it to the market.”
The final brand identity for the Begonia elatior will combine the most commercial, pragmatic and creative concepts from both teams’ final pitches.
Best pitch winner was the Green Team (Clou McEvoy, Olivia Blackburn, Ella Miles, Will Pateman and Grace Thornton) for their "unity and cohesion, enthusiasm for the product, pitch preparation and key
themes".
McEvoy said: “It was such a great privilege to have the opportunity to pitch new ideas in marketing and brand identity to such influential industry professionals. The panellists, many of whom we have received masterclasses and workshops from during the programme, were so warm and supportive and genuinely wanted to see us succeed. Pitching our new plant product to them was a moment I certainly won’t forget!”
Sponsors are: Peter Moore, British Association of Landscape Industries, Beekenkamp Plants, Westland Horticulture, Pöppelmann TEKU, British Ornamentals Association and The Garden Centre Association.
