Emorsgate Seeds

Earning national recognition for Britain’s wildflower pioneers

The Challenge

For more than forty years, Emorsgate Seeds has been shaping Britain’s landscapes.

Founded by Donald MacIntyre in 1980, the business is now the UK’s oldest and largest producer of native wildflower and grass seed. It started long before terms like “rewilding” and “biodiversity gain” entered mainstream conversation. Today, the company supplies major ecological restoration projects, conservation organisations, estates, and land managers across the UK.

As the business entered a new chapter under the leadership of Donald’s daughters, Laurie, Mischa, and Myrica, Emorsgate wanted to raise its profile beyond those already familiar with the brand. Despite being regarded by many in the sector as the gold standard for provenance, quality and expertise, the company had undertaken very little PR activity historically.

We were tasked with developing a profile-raising campaign that would communicate Emorsgate’s unique heritage story, establish the sisters as the next generation of stewardship, and reinforce the company’s position as a leader in native seed production at a time when environmental restoration and biodiversity are increasingly in the national spotlight.

Client

Key wins

11 pieces of coverage across online, print, broadcast and social
2.08m estimated coverage views
29m combined audience reach
74 avg domain authority

The Solution

Bringing a pioneering legacy into the spotlight

We identified the strongest story at the heart of the business: three sisters taking the reins of a company that helped pioneer Britain’s native seed industry.

Rather than focusing solely on products or services, we honed a narrative around succession, heritage, and stewardship. Our messaging highlighted Emorsgate’s role in helping restore biodiversity across the UK while championing the expertise, provenance, and integrity that have underpinned the business since 1980.

Our work included:

Strategic messaging development centred on family succession, heritage and ecological leadership
Creation of a flagship media story positioning the sisters as custodians of their father’s pioneering legacy
Proactive media outreach across national, regional, trade, business and agricultural publications
Targeted pitching to journalists covering sustainability, biodiversity, farming, conservation and family business stories
Identification and securing of interview opportunities across print, digital and broadcast media
Coordination of photography and supporting assets to strengthen media interest and storytelling opportunities

Through this targeted approach, we positioned Emorsgate not simply as a seed supplier, but as one of the businesses that helped lay the foundations for Britain’s modern rewilding and ecological restoration movement.

The Results

Coverage rooted in heritage, biodiversity, and business leadership

The campaign secured visibility across national, regional, business and broadcast media. This included:

A feature in The Times print Saturday edition and online, appearing in the publication’s respected Nature Notebook column
A four-page interview feature in Somerset Life mmagazine, exploring the family’s journey, the company’s history and its vision for the future
A two-minute feature on ITV West Country, bringing Emorsgate’s story to television audiences across the South West, also stored online
Participation in South West Business Insider and 9am Business roundtables, generating valuable business-profile coverage and follow-up editorial opportunities
Strong social amplification from media partners, including more than 500 engagements generated through Somerset Life’s channels
Coverage reaching audiences across environmental, agricultural, business and lifestyle sectors

The campaign successfully elevated Emorsgate’s public profile while reinforcing its reputation as an authority within the native seed and ecological restoration sector. More importantly, it established a compelling public narrative around the next generation leading one of Britain’s most respected family-owned environmental businesses.