从 Scotts 国际业务到独立集团
Evergreen Garden Care Deutschland GmbH 是欧洲和大洋洲最大的家用园艺护理公司 Evergreen Garden Care 在德国的销售实体, 总部位于英国萨里郡 Frimley, 集团业务遍及英、法、比、荷、德、奥、波、北欧、澳大利亚和新西兰等 30 多个国家, 全球雇员超过 1100 人, 拥有 15 个以上生产工厂, 每年向园艺爱好者发出约 1.4 亿件包装产品。德国子公司面向德国与奥地利市场, 主营品牌包括 Substral (家用 + 专业园艺肥料、草坪养护、植物护理) 和 Roundup (家用除草), 电商平台与各大园艺中心、建材超市都能买到它们的肥料、缓释颗粒、植物保护与园艺基质产品。它的故事要从 2017 年说起。当年 9 月, 英国私募基金 Exponent Private Equity 从美国 Scotts Miracle-Gro 手中买下其在北美以外的全部家用园艺护理业务, 单独组建了 Evergreen Garden Care, 由原 Scotts 国际部门负责人 Karl Kahofer 出任 CEO。收购完成后, Exponent 又用三年时间陆续把欧洲和大洋洲的几个本地龙头品牌并入集团: 2018 年 4 月收进 Roundup Home & Garden 的国际业务, 同年 6 月把荷兰最大的园艺护理品牌 Pokon Naturado 招入麾下, 9 月又拿下新西兰第一的 Tui Products, 2020 年 10 月再把英国户外清洁品牌 Patio Magic 收入旗下。2018 年, 集团把旗下在英国的 Scotts Company (UK) Ltd 更名为 Evergreen Garden Care UK Ltd, 沿用 Miracle-Gro、Roundup、Fertiligène、Substral、Tui、Pokon、Scotts 等品牌服务各自市场, 不替换产品包装上的旧商标, 只在母公司和销售渠道上启用新名字。
德国市场的主力品牌
德国子公司 Evergreen Garden Care Deutschland GmbH 的产品组合以 Substral 为主线。Substral 这一品牌创立于上世纪五十年代, 起初以可溶性叶面肥闻名, 如今涵盖草坪肥、缓释颗粒肥、室内外植物肥、园艺基质和 Naturen 生物制品线, 在德国园艺爱好者中几乎等同于通用肥料的代名词。Roundup 是家用除草剂领域的老品牌, 2020 年起 EGC 在欧洲主要市场陆续用基于壬酸 (pelargonic acid) 与乙酸 (acetic acid) 的天然配方替换传统的草甘膦除草剂, 奥地利市场在 2021 年率先完成去草甘膦切换。集团在德语区还有 gpi green partners international (位于北莱茵-威斯特法伦州 Gladbeck, 2000 年创立)、荷兰 Veenendaal 的 Pokon、比利时 Lokeren 的 Agaris (1977 年创立) 等子公司, 共同构成欧洲园艺护理版图。
研发与品质管理
集团在英国、法国、荷兰、德国、奥地利、澳大利亚等地设有研发与法规团队, 共有 15 人以上的法规专员在 38 个国家维护 500 多项活性成分登记 (壬酸、乙酸、硫酸铁、菜籽油、磷酸铁等)。每个产品上市前都需要通过一系列安全测试, 并依据欧盟和各国的化学品分类、包装和标识法规完成备案, 安全数据表 (SDS) 也按统一模板制作。生产端的管理体系参照 ISO 9001:2015, 英国工厂另外通过了 ISO 14001 (环境管理) 和 ISO 45001 (职业健康安全) 认证, 由 BSI 这样的第三方机构做年度审计。配方设计遵循减量化原则, 用浓缩液和补充装减少包装废弃物, 自 2018 年起逐步淘汰原始塑料中的石油基材料, 目标到 2023 年实现包装可回收、可堆肥或可重复使用。
可持续与社区投入
集团在 2018 年重启了可持续发展报告制度, 2020 年 10 月 1 日通过了温室气体协议 Scope 1 与 Scope 2 的碳中和认证, 是全球第一家拿到这一认证的家用园艺护理公司。2020 年法国工厂获得了法国国际认证机构 AFNOR 颁发的循环经济体系银级认证 (Bronze → Silver), 是世界上第二家拿到同类认证的企业。配方端, 集团承诺到 2025 年前实现所有塑料包装可回收、可重复使用或可堆肥, 并把原始塑料的平均回收料比例提到 30%, 同时继续推动无泥炭 (peat-free) 栽培介质研发, 已上市 150 多种无泥炭配方。在社区层面, 中欧业务部 (含德国、奥地利、瑞士) 与德国、奥地利的幼儿园合作开展 Kindergardening 项目, 英国团队则常年支持为儿童临终关怀医院建造花园的 Greenfingers Charity, 并赞助 BBC Gardeners’ World 主持人 David Domoney 牵头的社区园艺计划 Cultivation Street。
集团版图与德国角色
Evergreen Garden Care 集团目前采用按区域划分的事业部架构, 在英国与爱尔兰、法国与南欧、比荷卢、中欧 (德国、奥地利、瑞士)、东欧 (波兰)、澳大利亚与新西兰这六大区设有本地团队, 全球雇员 1100 人左右, 2023 年营收接近 5 亿欧元 (官方 CSR 报告数据)。德国市场在集团里既是销售大区, 也是 Substral 品牌的重要生产基地, Mainz (美因茨) 是德国销售办公室所在地, 工厂则与集团位于比利时、法国、荷兰和奥地利的生产基地一起构成 15 个以上的全球制造网络, 每年向全球 15000 多个零售点配送园艺产品。
From Scotts’ International Business to an Independent Group
Evergreen Garden Care Deutschland GmbH is the German sales entity of Evergreen Garden Care, the largest home garden-care group in Europe and Australasia. The parent group is headquartered in Frimley, Surrey, England, employs more than 1,100 people across 30-plus countries outside North America, and operates 15+ manufacturing plants that ship roughly 140 million packaged units per year. In Germany, the company sells Substral-brand fertilisers, lawn-care products and growing media, as well as Roundup-brand garden weed controls, both through garden centres and DIY chains. The group’s story begins in September 2017, when Exponent Private Equity, a UK private-equity firm, carved out the international (i.e. non-North-American) home-garden-care business of the Scotts Miracle-Gro Company and Karl Kahofer, who had led the international division under Scotts, became CEO of the new group. Between 2018 and 2020, Exponent folded four more local leaders into the platform: the international Roundup Home & Garden business in April 2018, the Dutch market leader Pokon Naturado in June 2018, the New Zealand number-one Tui Products in September 2018, and the UK outdoor-cleaning brand Patio Magic in October 2020. In 2018 the UK legal entity formerly named The Scotts Company (UK) Ltd was rebranded Evergreen Garden Care UK Ltd; market-facing brands such as Miracle-Gro, Roundup, Fertiligène, Substral, Tui, Pokon and Scotts were kept on packs, while the corporate identity switched to Evergreen Garden Care across sales channels.
Main Brands in the German Market
The German subsidiary is built around the Substral brand, which dates back to the 1950s and is best known for its water-soluble foliar fertilisers. Today the Substral range covers lawn fertilisers, slow-release granules, indoor and outdoor plant food, growing media, and the Naturen bio line. Roundup, the heritage garden-weed-control brand, has been re-launched across Europe with pelargonic-acid- and acetic-acid-based natural formulations, replacing glyphosate-based products; Austria completed the switch in 2021. Other group subsidiaries feeding the German-speaking market include gpi green partners international (Gladbeck, North Rhine-Westphalia, founded 2000), Pokon (Veenendaal, Netherlands, founded 1929), Agaris (Lokeren, Belgium, founded 1977), and Baileys Fertilisers (Kwinana, Australia, founded 1926).
R&D and Quality Management
The group runs regulatory and R&D teams in the UK, France, the Netherlands, Germany, Austria and Australia. A regulatory team of 15+ specialists maintains more than 500 active registrations of plant-protection and biocidal substances (including pelargonic acid, acetic acid, iron sulphate, rapeseed oil and ferric phosphate) across 38 countries. Each product goes through a series of safety and efficacy tests before market entry and is registered under the relevant EU and national chemical, packaging and labelling regulations, with safety data sheets (SDS) drafted to a common standard. Manufacturing sites follow ISO 9001:2015; the UK sites are additionally certified to ISO 14001 and ISO 45001 by BSI. From 2018 the group has been phasing out virgin plastic in packs, and has pledged to make all plastic packaging reusable, recyclable or compostable by 2025, with at least 30% recycled content on average.
Sustainability and Community Engagement
Evergreen Garden Care relaunched its sustainability programme in 2018 and on 1 October 2020 became the first home garden-care company in the world to be certified carbon neutral under the Greenhouse Gas Protocol’s Scope 1 and Scope 2, an audit-based certification covering all of its own operations. In 2020 its two French manufacturing sites were assessed by AFNOR, the French international certification body, and awarded Silver-level certification for circular-economy systems, making Evergreen Garden Care the second business worldwide to receive this level of certification. Formulation work has prioritised peat-free growing media (over 150 new peat-free blends launched by 2021) and natural-ingredient alternatives. In Central Europe (Germany, Austria, Switzerland), the team runs the long-running Kindergardening project with kindergartens, while in the UK the company supports Greenfingers Charity, which builds gardens at children’s hospices, and sponsors Cultivation Street, a community-gardening initiative led by BBC Gardeners’ World presenter David Domoney.
Group Footprint and the German Role
Evergreen Garden Care today operates through six regional business units: UK & Ireland, Southern Europe (France, Italy, Iberia), Benelux, Central Europe (Germany, Austria, Switzerland), Eastern Europe (Poland) and Australia/New Zealand. The group employs around 1,100 people worldwide and reported revenue of close to €500 million in its 2023 Corporate Sustainability Report. Germany is both a major sales region and a key Substral production hub; the German sales office is based in Mainz (Rhineland-Palatinate), and German production is part of the group’s 15+ plant network, which serves more than 15,000 retail outlets globally and ships over 2 million m³ of growing media each year.
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