Peat isn't disappearing - but the narrative is changing |
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Anyone working in the world of substrates knows: it's no longer just about quality and availability. It's also about perception. And the perception of peat is gradually shifting—not because peat has suddenly become worse than ten years ago, but because the context is changing.
Ted Vollebregt, CEO of the recently merged Peco Group, is realistic about this. Technically speaking, peat is still an excellent raw material for substrates—reliable, efficient, easy to work with. And with global demand for substrate increasing—for both ornamental horticulture and greenhouse production—the use of peat in absolute terms is more likely to rise than fall.
But that's not the whole story. In Western Europe, public opinion is shifting. Retailers like Intratuin are increasingly demanding sustainability—not only in regard to peat, but also reusable trays, pots, and even the use of crop protection products. That doesn't automatically mean better or more sustainable, but it is the soup that's being served. And so, you'll have to eat it as it is.
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"That doesn't automatically mean better or more sustainable, but it is the soup that's being served. And so, you'll have to eat it as it is."
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One example is the Chelsea Flower Show, which this year intended to impose a strict requirement for peat-free cultivation—but postponed the measure by three years. Ambitions were too high, and the practical space too limited. It shows that the transition won't happen overnight, but is definitely underway. For substrate suppliers, this means looking ahead, investing, and making choices.
Vollebregt emphasizes that at its core, this is about environmental impact—not a black-and-white choice for or against peat. A peat-free substrate that requires more fertilizer or water is not necessarily more sustainable overall. That's why the industry is working on uniform models for footprint calculation, to ensure fairer and more transparent comparisons.
While the narrative may be shifting, the technical and logistical reality remains stubborn. Renewable raw materials such as coconut, bark, and wood fiber are not automatically more available or cheaper. In fact, they come with their own challenges—from price fluctuations to geopolitical dependencies.
This makes scale essential. Any producer wishing to meet tomorrow's sustainability demands must invest today in R&D, storage, mixing lines, and data. Because sooner or later, not just the contents of the substrate will be assessed, but also the substantiation behind it. No more assumptions, but data. No more fine words, but measurable results.
The conclusion is simple: peat isn't going anywhere for now. But the story surrounding it is changing—and anyone who doesn't adapt will be left behind by the market.
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"No more assumptions, but data. No more fine words, but measurable results."
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This article was originally published on May 9, 2025 on the Boom In Business website.
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