How Small UK Brands Can Start Exporting | 50th Special

For the 50th episode of the Grow with Evergreen podcast, Aaron was joined by a special guest: Joe Denham, founder of VegTrug and Director General of Gardenex, the UK federation for garden and leisure product exporters. With over a decade of global experience building one of the UK’s most recognisable garden brands, Joe offered a masterclass in how British home and garden businesses can expand internationally—and why so few are doing it.

Here’s what we learned.

Only 15% of UK Home & Garden Brands Export

One of the standout insights came from a Department for Business and Trade statistic: just 15% of UK home and garden brands are currently exporting. For an industry worth £5 billion and rooted in centuries of British horticultural heritage, this figure is shockingly low.

Joe believes this is due to three key factors:

• Fear of complexity – Many businesses don’t know where to start and worry about regulations, tariffs and logistics.
• Brexit impact – Additional paperwork and changing relationships with EU buyers have made exporting feel more daunting.
• Lack of guidance – Most SMEs simply don’t have the internal knowledge or resources to explore export markets on their own.

Exporting Takes Time, Budget, and Planning

According to Joe, exporting is not a quick win. It takes a three-year mindset.

• Year one: Attend shows, gather contacts, test markets.
• Year two: Nurture relationships, revisit trade shows, start receiving trial orders.
• Year three: Scale with regular orders and deeper market knowledge.

Brands should expect to spend upwards of £10,000 on international trade shows (even with support from federations like Gardenex) and need to budget accordingly. Joe’s advice? Start small, test close to home (e.g. Ireland), and build from there.

Use Your Federation—and Ask for Help

Joe’s top advice for any brand looking to export: speak to someone who’s done it before.

• Reach out to fellow brand founders in your industry.
• Join your relevant trade federation, such as Gardenex or PetQuip.
• Tap into government resources and local Chambers of Commerce.

Gardenex, in particular, provides invaluable support including:

• Exhibition space at international trade shows under the “Great Britain” banner
• Access to vetted global retailers and distributors
• Help applying for trade access grants
• Ongoing support navigating regulations, packaging, IP and compliance

Exporting Brings Real Business Benefits

The VegTrug story is a clear example of what’s possible. After launching in the UK in 2009, Joe and his team grew the brand to more than a million units sold globally, exporting across Europe, the US, Australia and Japan.

Key benefits of exporting include:

• Diversified revenue across seasonal markets
• Increased brand credibility through international visibility
• Scalable growth through trade relationships and QVC-style selling platforms

But Joe is clear: without legal protection, proper financial planning, and market research, brands risk making expensive mistakes.

Lessons Learned the Hard Way

From French-Canadian packaging errors in Canada to US retailers rejecting products because they didn’t fit on shelves, Joe has seen it all. His advice:

• Protect your intellectual property early, even if it’s expensive
• Work with a legal and financial team that understands international trade
• Assume nothing—ask about requirements and double-check everything

Joe’s Top Three Exporting Tips

• Do your research – Understand the market size, demand, competition and regulations before diving in.
• Make a plan – Give yourself at least a three-year runway and commit to learning as you go.
• Speak to your federation – Don’t do it alone. Federations like Gardenex exist to support and connect you with experts.

Final Thoughts

Exporting is not for every business—but for those with strong products, repeatable processes, and scalable ambition, it can be transformational. With the right support and planning, British home and garden brands can thrive in global markets.

This landmark 50th episode of Grow with Evergreen was packed with practical advice and real-life examples, offering a valuable roadmap for brands ready to take the leap.

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