Veteran-led and minority-owned Wakefield is helping gardeners everywhere rediscover biochar, a soil conditioner that gets plants and flowers to thrive and reduces greenhouse gasses. Wakefield enjoyed early success with landscapers and agriculturalists, but retailers were slow to embrace biochar — partly because they got lost in industrial style packaging that didn’t help shoppers (and retailers) understand what it is or how it works.
Retail Smarter collaborated with the Wakefield team to simplify the message: “Better gardens start with biochar.”
All-new, shopper-friendly packaging helped consumers quickly and easily understand how biochar could help their gardens bloom, and retailers got on board.
Brick-and-mortar distribution soon followed with hundreds of independent lawn and garden centers and Meijer stores in the midwest. Wakefield BioChar also became part of the invitation-only online platforms at Home Depot and Lowe’s.