Heritage, Innovation and the Future of Horticulture with Will Armitage

In the opening episode of Season 4, Phil and Kate discover the rich personal and professional journey of Will Armitage: agricultural and horticultural consultant, entrepreneur, and current President of the HTA (Horticultural Trades Association). From rebellious beginnings to helming his family’s sixth-generation business and ultimately championing the sector on a national stage, Will shares an absorbing story of tradition, adaptation and advocacy.This episode explores the soul of horticulture, the people who make it thrive, the quiet power of collaboration in a competitive world, and the urgent need for government recognition. Will also lifts the lid on the HTA’s vital work: from policy lobbying and business benchmarking to the power of regional networking. Plus, a surprising tale involving Victorian oil paintings, greenhouse glass, and a tree that makes Will smile every time. It’s a conversation not to be missed.https://www.linkedin.com/in/warmitage/https://hta.org.uk