Retail Programme – Home Composting

A man emptying his kitchen caddy into a garden compost bin

Kent County Council has worked in partnership with Straight for the past 5 years under the Blackwall brand name. During that time, they have utilised a number of different options for residents of Kent to obtain compost bins for their home with over 70,000 composters being sold to date.

During 2004-5 residents could purchase a composter for just 6.00, the price subsidised by Kent County Council. Composters were made available for collection from local garden centres aswell as for home delivery.

To promote the scheme, Straight produced 550,000 full colour high quality leaflets for delivery to every household. Leaflets were distributed in a variety of ways, for example with kerbside box deliveries and green waste collection notices. The remainder were delivered by Royal Mail’s door-to-door service. Straight also sourced and produced advertisements in local council newsletters.

Six garden centre partners in the most densely populated areas were chosen on behalf of Kent County Council. A dedicated account manager dealt with all of the garden centre partners across the UK, processing orders and enquiries and ensuring the composter scheme ran smoothly. A full point of sale promotional pack was supplied to each garden centre.

Since June 2005, an additional 10,000 compost bins have been supplied through this campaign.