Business Breakfast: Century-old nurseries rebrand for growth
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Last updated Nov 30, 2023

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One of the UK’s largest commercial horticultural nurseries, Johnsons of Whixley, has changed its name to Johnsons Nurseries following a company rebrand.

The third-generation family business achieved a record sales turnover of £18.8 million in its last financial year and hopes the rebrand will boost its plans for growth. Its website address has also changed, from nurserymen.co.uk to johnsonsnurseries.co.uk.

Graham Richardson, group managing director at Johnsons Nurseries, said:

“We have used the generic term ‘nurserymen’ as part of our branding for years, and it has been an accepted historical collective term that describes the profession and not a deliberate specific reflection on gender within the workforce.

“We are proud of the diversity of our workforce and the contributions that all of our employees make.

“However, we are acutely aware of this being perceived as outdated and intend to phase out the term over time as we introduce our new brand. This is also an opportunity for us to solidify our place in the market and ensure that the quality and reputation of Johnsons’ products are maintained for future generations of our workforce, customers and stakeholders.

“Our values remain the same as we aim to continue the legacy of professionalism and reputation that Mr Johnson and the Richardson family have built.”

Johnsons was founded in 1921 by war veteran Eric Johnson and then purchased by John Richardson in 1964. It now employs 140 people, including 11 family members, at its 150-acre nurseries east of Knaresborough, in the Vale of York.

Industry ‘Oscar’ for car dealership

A Boroughbridge used car dealership has picked up a prestigious accolade at the 2023 Car Dealer Magazine Used Car Awards, which are often described as the Oscars of the motor trade.

Alexanders Prestige, based in Roecliffe, won the Days To Turn trophy, which was awarded by assessors looking for an efficient and well-run sales operation, with cars leaving dealers’ forecourts soon after they arrive. The quick turnaround of a dealer’s stock indicates high levels of pre-sale preparation, fair pricing and good levels of customer care.

James Baggott, editor-in-chief of Car Dealer Magazine, said:

‘‘In judging the Days To Turn award, we collaborated with Auto Trader to find the dealers who are selling their cars the fastest.

‘‘Their data team looked at nearly 13,500 dealers to help us identify the best – with those nominated then subjected to our own rigorous checks and mystery shopping.

‘‘Alexanders Prestige absolutely aced the mystery shopping round, and its online feedback showed countless customers had received similarly impressive levels of service and communication. This is a well-deserved win for the team.’’


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