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.
