What began as a clever British alternative to the traditional seed packet has grown into a family-run brand helping people discover a simpler, more giftable way to sow. In this episode of The Underground, Jamie Gray shares the Seedsticks story, how the product works and what comes next.
A growing idea with British roots
Seedsticks have been part of our family story since 1988. Their matchbook-inspired format holds seeds neatly in recycled board, giving each seed a simple planting depth guide and making small seeds much easier to handle. Tear off a stick, push it into the soil to the marked line, water it and let nature take over.
That straightforward idea has developed into a wide range of flowers, herbs and vegetables for homes, gifts, events and retailers—all manufactured and assembled at our British site using purpose-built machinery.
In the conversation
What Jamie explores
- How Seedsticks grew from a promotional idea into a distinctive retail gift.
- Why the format is accessible to beginners, children and experienced gardeners alike.
- The importance of thoughtful packaging, shelf appeal and a long product life.
- British manufacturing, responsible sourcing and the realities of building a family business.
- How independent retailers and garden centres can introduce more people to growing.
Made to be easy. Designed to be given.
The best gifts create a moment beyond the unwrapping. Seedsticks invite someone to plant, care and watch something grow, while their compact format makes them easy to post, merchandise or add to a hamper.
For retailers, that means a distinctive British-made product with a clear story. For the recipient, it means an approachable first step into growing—without loose seeds, complicated equipment or unnecessary guesswork.