Graham’s reflections on 40 years in horticulture

Iris field at Croftway Nursery, 1990

This month in the PFE office, we’re celebrating Graham’s 40th anniversary of working in horticulture! 25th October 1985 was the day Graham’s parents bought a nursery and he “fell” into the world of plants.

Over the years, horticulture has provided an income, a passion, the chance to start and run a business, opportunities for travel and to meet many friends. We sat down over a coffee to explore how the industry has changed and Graham’s highlights from the past 40 years.

Hello Graham, so, 40 years in horticulture! Tell us a little bit about how you got into the industry…

My parents bought Croftway Nursery (the home of F Toynbee Ltd) in 1985 because they wanted a larger house and garden – it was a massive step up from our previous home!

We began growing plants to fill the new garden, and one thing led to another, and we began selling them. I was still at school, so was working on the nursery evenings and weekends, later becoming full-time when I finished my A-levels.

Retail plant sales area at Croftway Nursery, 1990

When you started back then, did you have any idea you would end up running your own horti business?

Yes and no – I was involved with my parents and brother in running the family business, but ultimately my father always controlled things. When Mum and Dad decided to finally retire in the early 2000s, I had seen enough of having a small nursery and wanted my weekends back! So I did a Post-Graduate Diploma in Marketing at night school and, with encouragement from David and Mike Tristram at Walberton Nursery, set up Plants For Europe Limited in 2003.

The brand new PFE office in 2014

The PFE office in 2025

What is the most important aspect of working in horticulture for you?

Horticulture is not just about plants. It is at least 50% plants and 50% people. I am lucky that I have met so many great people in our industry from all over the globe – friendships have been made and I have learnt a lot from them.

Rob and Rosy Hardy with Malcolm Spencer

Any big changes you’ve seen over the past 40 years in working with plants and people?

Too many to count! The biggest change is that horticulture has become more professional as an industry – you see that every day in the way that people and businesses approach issues, problems and relationships.

But I am not sure we are yet doing a good job of telling the non-horticultural world that we are a truly professional industry – we still have a bit of an image problem. That said, the industry manages to be both professional and friendly. It’s a welcoming space, I think.

At RHS Chelsea 2019, launching Digitalis Firebird

Do you have any regrets?

Sometimes I think I should have been a bit braver with my decisions when I was younger. There were some opportunities that I passed up for lack of confidence. On the other hand, you can never life live thinking “what if…?” and, if I hadn’t made those decisions, I would not be where I am now.

At RHS Chelsea 2014, launching Eryngium Neptune’s Gold

We’re not supposed to have favourites, but are there any varieties that have been with you through the years, as it were?

Since I began Plants For Europe, there have been many plants that I have enjoyed working with. Ajuga Black Scallop (BINBLASCA) was one of the very first plants in the PFE portfolio, and it has been a steady companion for nearly 23 years of running the business.

Outside of the PFE portfolio, Iris Croftway Lemon was selected by my father. We specialised in irises at Croftway, with hundreds of varieties, and this was always the best-seller. I still have it in our garden today.

Iris Croftway Lemon

The next 40 years might be a bit far, so what does the next four years hold for you and for PFE?

As a team, we are working to make Plants For Europe a larger business. Taking part in FlowerTrials has been a big part of that – it’s helped us to recruit new breeder clients and also to promote the output of our existing customers. We have exciting new projects with roses, succulents, Heuchera and Digitalis that will be coming to market in the next few years. There is plenty to keep us busy!

On a personal level, Helen and I would like to move house – a slightly larger home and definitely a larger garden. When and where remain a mystery!

At FlowerTrials 2025

Are there any special people that you’d like to mention?

Three people have had a significant impact on my career over the last 40 years. Firstly, my father Malcolm – the decision to buy the nursery was his and it set me on this path.

Malcolm Spencer

Secondly, David Tristram – he encouraged me to start Plants For Europe, provided seed capital and some great plants – and was even more generous with his time, knowledge and wisdom.

David Tristram

Thirdly, most importantly, my wife Helen. I couldn’t wish to have anyone better by my side.

Graham and Helen