A year of personnel change and new directions for Fothergill’s
A new name and look for Mr Fothergill’s has been unveiled by dropping the Mr from its name and launching an updated logo and website.
The company says the new look is ‘a step in its evolution as customer and communities’ preferences evolve’. The transition to new-look branding will be gradual, so some seed packets may still have previous designs. Customers are reassured that this doesn’t mean the seeds are outdated. The company is simply working through the stock of old packets before introducing the fresh new look.
One thing that’s not changing is Fothergill’s commitment to quality, a passion for gardening and dedication to providing the finest seeds, plants, and garden essentials.
The company has gone through a lot of changes recently. Fothergill’s, based in Kentford, near Newmarket, appointed a new chief executive Michael Yates, in January, joined by executive chairman Steve Parkin, chief marketing officer Sonila Troka and chief commercial officer David Harker. Former commercial boss Mark Wootton left on October 16.
New name and look for Mr Fothergill’s – many years of experience
The new leadership team at Fothergill’s has more than 100 years of combined consumer experience in creating and growing brands. Steve Parkin was chief executive of Tommee Tippee brand owners Mayborn Group for 17 years. Sonila Troka led brand and marketing at Loreal, Johnsons & Johnson (J&J) and Procter and Gamble (P&G). David Harker worked at Salesforce Inc., as a senior account director, and started his career in sales at P&G.
In February 2022, the £50million turnover seed firm, which employs 250 people, was bought in a £ 100 million-plus deal in a management buyout, backed by Harwood Private Capital. It took a material minority shareholding and OakNorth Bank. Last summer, Harwood Private Capital increased its shareholding of the company to take full control of the group.
The Fothergill’s group also includes the core brands of DT Brown, Johnsons and Darlac. Watch out for more brand relaunches along with new products in both the UK and other markets.
For more information and to see the new-look website, visit mr-fothergills.co.uk.
