Sustainable positioning

The Austrian garden centre market leader Bellaflora maintained its sales in the year 2020. In an online press meeting, CEO Franz Koll referred to the fact that there had been several lockdowns over a number of months in Austria. "We always caught up again after the lockdowns," he said to describe the sales progression in the year which was characterised by the pandemic.
The fact that this was the case is unequivocally attributed by Koll to its positioning as provider of sustainably produced products and by being a company which itself acts sustainably. In this emergency situation especially, this positioning was correct, he highlighted in view of the coronavirus pandemic.
It is easy enough to say this kind of thing - but Bellaflora doesn't only want to verify through sales figures that it is on the right track with this positioning, but also through a large-scale consumer survey "Bellaflora - Garden Trend Study 2021".
"People grab their spades in a crisis" is the apt heading over the study. Because one of the most important results is: the significance of the garden is enormous". For example, 72 per cent of those surveyed who have a garden, patio or balcony emphasise the great importance of green areas for their mental well-being.

In addition, the garden is associated with the topic of climate change and climate protection. This topic is not eclipsed or pushed aside by the coronavirus, says Koll. The study identified self-sufficiency with regard to fruit and vegetables as additional existing and even more strongly developing trend.
Koll associated these trends with the determined sustainability strategy of his company which, for example, pays particular attention to the reduction of its own water consumption. Several decisions in favour of sustainable products and delistings, for instance in the field of chemical pest control, had cost sales, says Koll. "Was it right? Yes," he stressed. The positioning of Bellaflora as company which acts sustainably with a focus on organic and regional products is to be better showcased in communication in years to come, he announced.