Home Gardening news VE Day 75th Anniversary: Suttons remembers Dig for Victory

VE Day 75th Anniversary: Suttons remembers Dig for Victory

Onion growing during World War Two. Picture; Suttons
Onion growing during World War Two. Picture; Suttons

Guest post: the war and sharing your memories then and now

I don’t have many guest posts on site but this one is fascinating and gives a real insight into some of the parallels between today’s struggles and those of World Wars One and Two, especially as it is VE Day today (May 8). I’d like to thank Suttons’ managing director David Robinson for the main article, Matthew Biggs and all the Suttons staff involved for pulling it together.

On Monday, March 16, 2020, our weekend sales figures just looked too high. We checked to see if we had double-counted seed sales. That was the start of an unprecedented surge in demand, particularly for vegetable seeds.

Seed sales peaked on April 23, a really quite astonishing 25x higher than we would, or could, have expected.

Although the future impact of the coronavirus wasn’t yet known, we were all just starting to realise that it might profoundly affect all of our lives.

Why the rise in seed demand?

Was the demand for seeds driven by concerns about food availability; worries about going out to shops; or was it just something to do during lockdown?

Whatever the motivation, our challenge was to try and meet the demand. This challenge became even greater when a number of our highly experienced staff had to self-isolate and the need for ‘social distancing’ in the warehouse meant that we had to do more work, with fewer people.

This isn’t the first time since our company was founded in 1806 that Suttons has experienced a period of increased demand at the same time as a reduction in staff.

With the 75th anniversary of VE Day, customers have reminded us of the times when the British public was asked to Dig for Victory. Whilst, of course, there are parallels, it wouldn’t be right to draw them too closely.

Dig for Victory poster
Dig for Victory poster

Loss of four sons

The current circumstances are extremely distressing for many but in contrast, during World War One, Leonard G Sutton, who ran the flower seed department at the time, lost four of his five sons and nearly lost the fifth.

During both world wars, the supply of seeds for people to grow their own vegetables was seen as a vital part of the war effort.

Throughout 1915, it became increasingly clear how important the seed industry was, as the requirement for vegetable seeds increased. On December 30, 1915, the seed-growing industry was designated on the list of ‘reserved occupations vital to the war effort’.

Some staff were disqualified from National Service because the Board of Agriculture considered ‘the services they are rendering to the country by remaining at work cannot be dispensed with’.

Volunteers dispatching seeds

Demand for seeds was such that the non-enlisted staff weren’t able to despatch orders fast enough and volunteers were asked to work all through the night (with windows painted out and lights shaded to hide from Zeppelin airship raids).

The adversity led to a delay in processing orders. In February 1917, our archives show 9,000 outstanding orders which took up to 12 days to despatch. By February 1918, this had grown to 22,000 orders which took a month to despatch. This resulted in high numbers of complaints about delays in receiving orders, peaking at over 50 letters a day!

As a comparison, this year the sudden surge in orders led to a peak in early April of 54,000 outstanding orders which were taking up to 12 days to despatch, although this had reduced back to 10,000 outstanding orders by the end of April, generally being despatched within five days.

As a sign of the times, with emails so much easier to write than letters, by mid-April, this led to a peak of over 2,000 customer emails a day, generally asking for delivery updates. Impressively, the vast majority of our customers have been remarkably understanding and polite throughout!

Suttons catalogue cover 1945. Picture; Suttons
Suttons catalogue cover 1945. Picture; Suttons

Royal visit

In March 1918, in recognition of the work done by the company it was announced that his Majesty, King George V, accompanied by Her Majesty, Queen Mary, were to pay a visit to ‘The Royal Seed Establishment’  to ‘inspect the work that it is being done in connection with the food supply of the country’.

Throughout World War Two, Suttons continued to supply seeds. The Ministry of Agriculture promoted a Dig for Victory campaign with everyone being encouraged to grow their own food to supplement their diet during a time of harsh rationing. Open spaces everywhere, from domestic gardens to public parks were turned into vegetable patches.

With food imports reduced as a result of the U boat blockade, the Dig for Victory campaign was essential to keep the country fed, throughout the war and afterward.

It was appreciated right at the start of the war that home vegetable growing would become more important, so vegetable seeds took the place of flowers on the front of the 1938 Suttons catalogue for the first time.

Potential shortages and increased prices

The ordering of seed potatoes and vegetable seeds was started earlier than usual in anticipation of potential shortages and increased prices as the war progressed. Seed packing was also carried out early in preparation for potential labour shortages.

Although Suttons continued supplying seeds throughout the war, it was at times difficult to source sufficient seeds. On March 12, 1942, order acknowledgements stated that the company had run out of ‘runner beans, onions, leeks, cress and early potatoes and that orders could not be delivered in under three weeks’.

Once the war was over, life didn’t return to normal. The country was bankrupt and unable to resume food imports at pre-war levels so rationing continued long after the war only finally ending in 1954.

Bread rationing only started in 1946. In many ways, food supply was worse on the home front after the war was won, so for many, the need to continue growing food at home was a necessity.

Spread in the 1945 catalogue. Picture; Suttons
Spread in the 1945 catalogue. Picture; Suttons

Permission to print catalogues

By 1945, despite paper being in short supply, the government gave Suttons permission for 130,000 catalogues to be printed provided it was predominantly a food production catalogue.

Over the past few months, it has become increasingly clear that we are living through unprecedented times which will be discussed for many years to come.

It’s hard to know when or how it will end and whilst there are parallels between current circumstances and wartime, there are also many differences.

‘Decontamination squad’

Staff at risk have been asked to work from home or take time off rather than being sent off to fight a war! In 1938, Suttons set up a ‘decontamination squad’ in case of gas attack. Although we haven’t had to go quite as far, we do now have a plan for ‘deep cleaning’ our premises.

In 1945, a catalogue was essential to illustrate the products available and all orders were sent via the post.

This year we cancelled our usual April catalogue because of the circumstances but we now have the internet, so we were still able to display products and take orders online.

The longer-term implications are yet to be known. The Second World War and the slow recovery created a generation of vegetable growers.

Onions drying in the sun. Picture; Suttons
Onions drying in the sun. Picture; Suttons

Detached from food origins

Over the years, busier lifestyles, the ease of shopping, the year-round availability of fruit and vegetables from around the world and fast food at the touch of a keypad have created a generation who are largely detached from the origins of their food.

We have seen many new customers buying seeds from us for the first time.

Hopefully, it proves to be more than just wishful thinking that one small silver lining from our current problems will be the creation of a new generation of gardeners who grow and enjoy their own food and pass their new-found skills on to the next generation.


What does VE Day mean to you? Share memories past and present!

VE Day logoToday, Friday, May 8 marks the 75th Anniversary of VE Day. Suttons would like to honour the men and women who kept our nation going during World War Two AND celebrate the effort the gardening nation is making in securing its own food provisions during the COVID-19 outbreak.

To recognise everyone’s efforts both today and in times past, share what the Dig for Victory campaign means to you.

This could include stories or photographs of parents or grandparents, or your own aims to become self-sufficient, educate children, or to look after your physical and mental health. Suttons has called these categories ‘Then’ and ‘Now’.

Your stories will be shared and an ‘album’ will be created on Suttons’ blog to celebrate. To share your memories, click here.


Origins of the Dig for Victory Campaign

To mark the 75th Anniversary of VE Day, Matthew Biggs looks into the origins and success of the Dig for Victory campaign.

He said: “Now there was a war to be waged on the Home Front; the fight to feed the nation. On September 12, 1939, a ‘leader’ in the London Evening Standard, by young journalist, Michael Foot, concluded with the phrase ‘Dig For Victory’. It rapidly became a rallying cry for all.

Dig for Victory article by Matthew Biggs
Dig for Victory article by Matthew Biggs

“There was an urgent need to educate the public and encourage them to ‘get gardening’.

“The Royal Horticultural Society began lectures and demonstrations, a plethora of pamphlets, books and booklets were produced, Mr. Middleton broadcast gardening advice on BBC radio at 2pm on Sundays.”

To read the full article, click here.

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Mandy Watson is a freelance journalist and an incurable plantaholic. MandyCanUDigIt grew from the tiny seed of a Twitter account into the rainforest of information you see before you. Gardening columnist for the Sunderland Echo, Shields Gazette and Hartlepool Mail and editor of the Teesdale Mercury Magazine. Attracted by anything rebellious, exotic and nerdy, even after all these years. Passionate about northern England and gardens everywhere. Falls over a lot.

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