Carolyn Whetman

What’s your name and where do you come from?
Carolyn Whetman – originally from Lymington in the New Forest.

Where is your company based, and why?
My company is based in Dawlish, South Devon.   Because of its proximity to the sea (good light levels) and good weather, this area has had a long history of horticulture and market gardening.   In the past the railway line, which runs along the seafront, was a valuable link to Covent Garden Market.

How long has the company been trading?
The company has been in existence since 1936 – over 70 years!   However the type of produce grown has altered during that time.

What time do you start work and why?
When we used to grow crops of flowers such as Pinks and Freesias, we would usually start picking at 5am so that the flowers were harvested as cool as possible.   However now that we produce cuttings, we start work at 7am in the summer to get them picked before it gets too hot.  

What does your typical day involve?
As the Managing Director of the company I am no longer directly involved in the day to day growing of the crop although I always keep an eye on things.   My day starts by reading the mail and horticultural magazines – I believe that keeping up to date with trends is a vitally important part of my job.    When asked what my day involves, I frequently reply, ‘I am paid to think’.  However, my time is divided between speaking to or visiting our customers, both here in the UK and abroad or discussing policy and planning the future with my co-directors and plant breeders, working on a schedule up to 18 months ahead.

Are there any misconceptions of your job role by the public?
Yes!   The public’s misconception is that I do all the growing and that therefore I must know everything there is to know about gardening!   I think my job is considered romantic, working with perfumed flowers all day long.

What takes up most of your time?
Promoting the versatility and qualities of Pinks.

Does your job require specific skills and qualifications to do it properly?
Although I have no formal horticultural qualifications, I do have 35 years of experience and a great thirst for knowledge.   I believe one must have natural aptitude, together with a love and understanding of the plant kingdom.   I must say I am surprised by the number of qualified ‘gardeners’ and ‘landscape designers’ I have met who have a very poor knowledge of the plants they are tending or the situations in which they are meant to grow.
It is also tremendously important to be able to understand and motivate your staff and colleagues as well as you can.   The production work is an extremely repetitive and mind-numbing job and maintaining output and good morale can be challenging.  Many of our 28 staff have worked here for more than 15 years.   I have always believed in teamwork.

Are you mainly office based?
Yes, except when I pick a small crop of trial flowers once or twice a week and when I am on the road visiting customers here and abroad.

What is the best part of your job?
Earning national and international recognition for the work we have done.

Is there a bad side to it?
Yes.   Legislation – employment law, health and safety law, disposal of waste law, etc. etc. etc.

How did you break into the industry – do you have any tips for aspiring  growers/florists/wholesalers/importers?
Entirely through a passion for plants!   And a big dollop of luck!   Don’t jump on the bandwagon.   If you love selling, believe in the product, can identify a gap in the market, are prepared to work long hours in all weathers and don’t expect to make a fortune then your chances of success are high!   However, before embarking on your career path consider your options.    It is quite one thing propagating a few plants to supply a local market.   However it is a very different matter propagating millions of plants for sophisticated demanding customers who require the right quantity, the right variety, at the right time and to the right specification.   Attention to detail and the highest of standards are, for me, a prerequisite for success.

What does the future hold for your sector?
I believe Whetman Pinks is prepared for the future.   I think the quality of UK growing is high but the cost of labour, shortage of young people entering the industry, lack of Government support, unreliable weather and other factors will affect some growers.    Competition is fierce and   competition for shelf space is probably the toughest aspect to address.   Keenest prices are expected and prove a very testing facet of production horticulture.   There is tremendous pressure to reduce prices or be faced with similar products being sourced from outside the UK.     Whetman’s commitment to producing a superb product that stands the test of time, that is neither highly fashionable or unfashionable and does what it says on the tin, is the way forward.   None of which is possible without a committed team.

How does F&PA membership benefit you most?
The advertising campaigns run in recent years have been really first class and have succeeded in raising awareness of the benefits of cut flowers and pot plants.   The F&PA has passed on our details as a result of telephone or website enquiries and the follow-up of these contacts has generated much welcome new business or media interest.

Carolyn Whetman of Whetman Pinks

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