G-I-Y retailing: Grow it yourself

A number of factors have converged in a “perfect storm” leading to significant growth in edible gardening, some industry experts said during a Web teleconference.

Edible gardening is on the rise in the United States, not only because of the depressed economy but also because of consumer trends toward “uber-cocooning” and green living, a panel of experts agreed during a Feb. 25 teleconference co-sponsored by the Garden Writers Assocation and Scotts Miracle-Gro.

“Several factors have come together to promote interest in edible gardening, and participation is increasing,” said Craig Humphries, director of consumer research for Scotts Miracle-Gro.

According to the National Gardening Association, 36 million households (or 31 percent of the population) had edible gardens in 2008, a number that is expected to rise to 43 million households (37 percent) this year. This would represent a 19 percent increase in participation.

Humphries pointed to the following reasons for the rise in gardening: Americans trying to save money by growing their own food; the growing trend toward sustainability; and a desire to eat healthier, more natural foods. He also spoke about “uber-cocooning” -- a phrase popularized by consumer behavior consultant Faith Popcorn -- which means people are spending more time at home and, therefore, sprucing up their outdoor spaces.

“I don’t think there’s much doubt the economy has played a huge role in pushing this trend along. We also saw a jump in edible gardening during the much milder recession in 2001,” Humphries said. “But it’s also about a desire among consumers for fresh, better-tasting, safer food.”

Another theme discussed during the teleconference was community gardening in urban areas. This activity is being promoted by organizations like the Franklin Park Conservatory in Columbus, Ohio, as a way to increase nutrition for citizens, relieve depression in senior citizens and teach life skills to children.

“It also has value to communities, increasing property values through beautification, contributing to sustainable development and increasing access to healthy foods,” said Kim J. Brown, PhD, education manager at the Franklin Park Conservatory.

Scotts Miracle-Gro, Feeding America and “Plant a Row for the Hungry,” a community-based program started in 1995 that assists with hunger relief, are partnering this spring to promote a national campaign to inspire more people to grow and donate produce to food banks. Su Lok, director of corporate and community partnerships for Scotts, said the program will include grass roots events and educational outreach.