Two womenled businesses are taking gardening to the next level with their sustainable products
TWO WOMEN-LED COMPANIES ARE TAKING GARDENING TO THE NEXT LEVEL WITH THEIR SUSTAINABLE PRODUCTS AND THEIR EFFORTS TO CHAMPION THE HEALTH AND ECONOMIC BENEFITS OF HOMEGROWN PRODUCE.
With a background in natural medicine and zoology and a strong sense of advocacy for the benefits of growing your own food, it seemed almost inevitable that Marcelle would create the innovative design that forms the basis of her business Vertical Veg: a ready-to-use space-saving pocket planter that can be installed on most wall surfaces, in which edible plants and flowers can be grown.
What inspired you to start Vertical Veg?
My interest in herbs led to me to growing indigenous medicinal plants in particular. After I got a diploma in Natural Medicine, I taught for the then Herb Association of SA at their School of Practical Herbology. I was then offered the opportunity to create a vertical vegetable and herb garden on the roof of the Westin Hotel, which sparked my interest in vertical gardening. The manufacturer who supplied the panels at the Westin stopped making them, so I decided to manufacture my own vertical-gardening planting panels, as well as fabric pots.
The panels work for any outdoor area: big, small and balcony gardens. Is the versatility of the product the main reason for its success?
Yes, that’s definitely part of it. It’s also a very well-made, durable product – some of our panels are seven years old and still going. They’re a wonderful way to use dead wall space, particularly where space is limited, to grow food.
What is the guiding principle of the business?
I really believe that fresh organic food is the way to better health. I try to promote the joy of growing your own vegetables, as it’s one of the most rewarding activities. It also gives me great pleasure to be able to create jobs. As a business, we aren’t here just to make money, but also to educate, uplift and contribute to sustainable living.
Tell us more about the product design.
The material is a geotextile called Fibertex, which is used in the construction industry, mostly for soil retention. It’s semi-porous, so it allows for good water drainage, and is extremely durable. The design was based on the panels I’d worked with at the Westin, and the kind that was available overseas. However, I changed the fabric, and added strategically placed eyelets and supporting webbing, a waterproof backing and a uniquely shaped pocket to make a sturdy, lightweight product. I then brought out variations in sizes to accommodate various spaces, and added fabric pots and pretty gardening aprons.
How did Covid-19 affect your business?
We’d been selling mostly at markets and at trade show events like Decorex. All that came to an abrupt end.
‘I really can’t imagine going back to standing all day at a market!’
So I decided to engage the services of a marketing person. I’d started an online shop in October 2019 and we were already using a courier for the few online sales we were making. So when lockdown started we were ready with an online shop, a courier, a marketing team and a great gardening product. Food gardening was one of the activities that were allowed, so we were able to deliver our products. All in all we had a magnificent year – and now that the world has gone digital, I really can’t imagine going back to standing all day at a market!
How big a role did social media platforms play in your marketing strategy?
Since the end of 2019, these platforms are my marketing strategy.
What do you envision for Vertical Veg in 2021?
We are bringing out an educational starter growing kit that will be particularly useful for homeschooled children. And we’re keen to export our product.
Any advice for budding e-commerce entrepreneurs?
Join the Craft and Design Institute (thecdi.org.za), which offers training courses and support. Pick up a course on digital marketing. And don’t give up hope: failure means that wasn’t a good path, so try another. Trends come and go, and the buying public can be fickle, so the way of the cybertrader is to move with the system – fast! Be ready to adapt.