1. www.compostnetwork.info Josef Barth, ECN and INFORMA, Germany "Using and Marketing Compost: Strategies and Trends"

2. www.compostnetwork.info "Compost Marketing is Based on Local Confidence" How to create confidence of customers: Competent staff and adviser (with green thumb) Brown nose marketing (customers must smell compost) Standardised and quality assured products Based on clean products from separate collection Trustworthy recommendations for compost use Marketing like the peat and bark industry

3. www.compostnetwork.info Expectations of Compost Users 94 % of the commercial compost users want to have: A uniform, high quality product that is independently monitored and accompanied by product use specifications => Quality assurance for compost production

4. www.compostnetwork.info Quality Assurance and Labels for Compost and Digestion Residues UK QAS Monitoring in total: 620 plants with capacity of 9 million tons composting and 2 million tons digestion

5. www.compostnetwork.info Quality Assurance and Marketing = compost with defined product properties is marketable on a large scale

6. www.compostnetwork.info EU Market Shares of compost Sales and Market size  Good EU Average

7. www.compostnetwork.info Main Markets: No. 1: Agriculture Standard qualities, often fresh compost (D) or digestion residuals (D/SWE) No compost = official recommendation Individual farmers can be convinced

8. www.compostnetwork.info Signs of a Future Approach? Value of compost for soil quality and fertility increases in agriculture – here example of Italy : Region Emilia Romagna pays 220 A$/ha to use compost and promote a build-up of carbon in depleted soils Region Piemonte pays 290 A$ € /ha to use up to 25 tonnes dry matter/ha in depleted soils over a 5 years’ time frame on arable land

9. www.compostnetwork.info Main Markets: No. 2: Landscaping High quality product for e.g. potting soils, growing media Product development is necessary in accordance with end-user requirements Solutions are required, not only compost Strong competition with peat and bark based products

10. www.compostnetwork.info Main Markets: No. 3: Private Gardens Standard qualities and special products Large target group (= the Public) Important for compost image Expensive public relation Expensive packaging and distribution BUT! Compost is supplied to raw material suppliers

11. www.compostnetwork.info Main Markets: No. 3: Private / Hobby Gardens Examples for cost reduction in sales to private customers No work – no money - no dirt Self service with multiway bin

12. www.compostnetwork.info Main Markets: No. 4: Reclamation outlet Till now: very big outlet for compost for lower qualities too (landfill covers) But for the future as a reaction of the "compost landfilling": =>compost according to the needs = poor soils (limitation of K an P nutrients)

13. www.compostnetwork.info EU Quality Ranges and Sales Prices for Compost Standard qualities Additional specifications Greenhouses 30 – 70 A$ Quality composts Sports turf 25 – 70 A$ Top soil mix 15 - 25 A$ Hobby gardens 7 - 30 A$ Landscaping 25 - 40 A$ Nurseries 25 - 60 A$ Org. farms 3 - 10 A$ Landfill cover 0 - 6 A$ Agriculture ?0 - 6 A$ Wine + fruit 3 - 6 A$

14. www.compostnetwork.info Two Marketing Trends for Compost Little or no marketing for high volume markets that require only standard product quality, such as agriculture ► Organic waste treatment plant Specialised marketing for high quality compost products supplied to high value markets e.g. growing media - large range of value added products - specialised, tailor-made mixtures ► Humus and soil production plant ► SMS points (Saturday Morning Service) or

15. www.compostnetwork.info Large Range of Compost Products Provide a large range of different compost / bark products Bagged for residents Bulk for commercial clients

16. www.compostnetwork.info SMS = Saturday Morning Service SMS at sites provides everything what gardeners need on a Saturday morning e.g. compost, bark, sand, stones, gravel Bulk supplyDrop-off area for garden organicsCompost super market

17. www.compostnetwork.info Recommandations and Specifications for Use Basic tool to develop compost markets if properly done. In co-operation with end-user organisations!

18. www.compostnetwork.info Marketing with posters Blühende Kaffeefilter Blooming Coffee Filters creates benefit Our soil Tasty Green Cuttings creates benefit Our soil Space for logo & address

19. www.compostnetwork.info Marketing: Advertisement T h e P o w e r o f C o m p o s t Combined advertisement by several producers/plants The more healthy the soil, the better the harvest

20. www.compostnetwork.info Professional Marketing - Competitive to Peat/Bark Industry FLORATOP compost products presentation in a supermarket chain. Return of up to 70 Euro/cbm!!!!

21. www.compostnetwork.info Marketing lessons learnt It should comprise: Market research and analysis of the regional market Establishment of a market profile, regionally modified Development of various product types and qualities Sales activities and sales promotion Information and advice regarding product use Public relations work to raise awareness and image ► This can't be supplied by each individual plant Support and co-operation is required! ► Marketing must be competitive with peat/bark

22. www.compostnetwork.info Producers Co-operative VKN Transport distances up to 50 km Advantages of Central VKN Office 1. Cost savings by bundling of activities for - Application advice - Acquisition of customers - Purchase and sales - Production control - Authority contracts 2. Uniformity of products and prices 3. Common PR and advertisement 3 Bio- + 6 Green waste plants - 100 x 150 km area 40.000 t of compost - 70 % to agriculture, 20 % for landscaping, 10 % for residential gardens

23. www.compostnetwork.info Conclusions of European Experiences Compost can be marketed on a large scale, if end-user needs are met, adequate quality assurance is provided local or regional marketing aspects are utilised, similar product development and marketing efforts are undertaken as is the case in the peat and bark industry and co-operations are realised.

24. www.compostnetwork.info It is never too early to start with compost marketing Thank you!