She Grows Veg

She Grows Veg is a UK-based seed company, on a mission to help as many people as possible to grow their own food. What started as one woman’s passion for growing beautiful produce has blossomed into a movement that educates, inspires, and nurtures a thriving community of gardeners. Rooted in a love for nature and the garden’s magic, the platform provides practical advice, online courses, and resources to help people of all experience levels grow their own food. With a focus on heirloom seeds and sustainable practices, She Grows Veg aims to make gardening accessible and enjoyable, fostering a deeper connection to nature and healthy living.

She Grows Veg aims to be the nation’s ally for growing beautiful, natural ingredients from heirloom seeds – with She Grows Veg, ‘growing your own’ is a possibility for everyone. With a mission to enrich the lives of budding and seasoned growers of heirloom seeds, She Grows Veg has a passion for making it a sustainable practice and supporting a global network of artisan seed farmers. For She Grows Veg, it’s not just about selling a product or service, it’s about connecting with people on a deeper level, helping them feel a sense of belonging in the growing community and guiding them on their journey. 

She Grows Veg brings value to its consumers by providing exclusively heirloom and open-pollinated seeds. With a global network of artisan growers, consumers can get involved in exclusive relationships and with a community that is accessible and supportive.

She Grows Veg’s target audience consists of home gardeners, including millennials and younger gardeners, who value the opportunity to grow their own food and flowers, enjoy the creative and rewarding aspects of ‘growing your own’ and are looking for distinctive, heritage varieties to add to their gardens. Additionally, eco-conscious and environmentally friendly consumers are a growing segment reflecting shifting consumer desires seeking sustainable and biodiversity-supportive products.

In a vibrant and evolving UK gardening market, the heirloom seed segment has experienced a notable resurgence (the market grew 40% in Covid). Gardeners and home growers increasingly seek unique, heritage varieties that offer superior flavour profiles and qualities. The market has traditionally been dominated by established suppliers that focus on popular and widely cultivated seed varieties, but their brands and engagement methods are largely outdated for emerging audiences. 

She Grows Veg differentiates itself by focusing on exclusively heirloom and open-pollinated seeds, catering to gardeners seeking distinctive and historically rich plant varieties. Their commitment to sustainability and education further sets them apart as they provide consumers with resources such as tutorials and guides for growers. Their customer engagement and support has contributed to rapid growth and recognition, including a double gold win at the Chelsea Flower Show. 

Their focus on rare and heirloom seed varieties, alongside a commitment to environmentally conscious gardening products, and innovative customer engagement strategies, sets She Grows Veg apart. 

Co-Founder, Lucy, began her growing journey in her back garden where she soon discovered that heirloom seeds are a more natural way of growing and eating veg. This passion grew and a budding brand was born with a growing Instagram account. Founders Lucy and Kate met 7 years ago on a garden design course.  They reconnected in 2023 and decided to grab the opportunity to partner in the business venture. Within six months of launching ‘She Grows Veg’ they won gold at the Chelsea flower show and were featured in BBC coverage. In just a year, She Grows Veg’s Instagram rapidly rose to 210k followers. With the business’s rising success and an opportunity to disrupt the market, they needed a stronger brand, a scalable website and a partner for growth. 

She Grows Veg opted to partner with us through our inQubator program, enabling us to invest time and resources in their business growth. The StrategiQ team features a bunch of budding home gardeners, all of whom were passionate about the client’s objectives and vision. With ambitious targets and a mission to ‘grow big or grow home’, our team ‘dug into’ every part of their business, customer journey and current performance. Since August 2024 we’ve delivered a new website, a refreshed brand proposition and a brand film to set them apart from the competition. We’ve also revised their marketing strategy, managing their Paid Media and SEO, and enhancing their email marketing performance through a migration to Klaviyo.

The work required to optimise outcomes has included:

• Content category SEO optimisation to build solid foundations across their product and category range.
• Reviewed and optimised their paid campaign.
• Migrated their existing website to a more stable hosting provider.
• Undertook a full tech audit with a prioritised list of improvements, implementing immediate changes.
• We consistently present creative ideas both within the scope of our work and beyond. 

To accelerate the outcomes and performance of our collaboration we:

• Undertook analysis of their 4Cs (Company, Culture, Competitors, Consumer) to provide insight and set an aligned strategic direction.
• Co-invested in redesigning and redeveloping their website to achieve results faster.
• Elevated their brand design and positioning to transition their identity from small start-up to a challenger brand.
• StrategiQ invested in producing a brand video to give visibility and personality to the She Grows Veg brand,  positioning the partnership for growth.

Still in the early stages of our relationship, we’re in the process of identifying areas for innovation, but have already achieved a custom integration with their distribution network ERP to streamline operations.