Dan will be taking part in the 'What's the Next Step for Peat-Free' panel discussion at Four Oaks Trade Show, which will take place at 12.30pm September 3.
Join our panel of industry experts: Matthew Appleby HortWeek (chair), with Dan Durston of Durstons, Simon Blackhurst, chair of the Growing Media Association and Peter Burks, CEO of the Garden Centre Association.
Sponsored by Durstons.
How did you get into the industry?
I probably didn't have much choice! As the sixth generation of the Durston family, horticulture has always been part of my life. I officially joined the business in 1998 and spent my first 18 years working in the factory, learning every aspect of how our growing media is produced before moving into sales. That hands-on experience has been invaluable, as it means I understand the business from the ground up and the importance of delivering consistent quality for our customers.
What do you do in your day-to-day job?
No two days are ever the same, which is one of the things I enjoy most. I lead our sales team and manage many of our national accounts, working closely with garden centres and retailers across the UK. My role involves everything from developing new business opportunities and supporting existing customers to helping shape new product development and ensuring we're responding to the changing needs of the market. Ultimately, it's about making sure Durstons continues to deliver products and service that help our customers succeed.
What is the biggest issue facing the industry?
The biggest challenge is continuing to navigate the transition to peat-free growing, particularly against an ever-changing implementation timeline. While greater clarity would certainly help businesses plan for the future, the direction of travel is clear and, as an industry, we're fully committed to delivering a peat-free future. The next stage is ensuring we take consumers on that journey with us. Gardeners need confidence that choosing peat-free won't mean compromising on growing success. That means continuing to invest in innovation, education and product performance, giving retailers the tools they need to reassure customers that peat-free composts can deliver outstanding results. At Durstons, that's exactly what our Advanced Performance range has been developed to achieve.
What are your plans for the future?
Our focus is on continuing to innovate while staying true to what has made Durstons successful for more than 160 years - quality, consistency and customer service. We'll continue investing in our peat-free technologies, expanding our product offering and supporting retailers as consumer expectations evolve. As a family business, we're always looking at the long term, ensuring we're building a sustainable future for both the company and the wider industry.
Tell us about Durstons at Four Oaks 2026
Four Oaks provides the perfect opportunity to meet customers, showcase our latest developments and have important conversations about the future of growing media. This year, our focus will be firmly on our Advanced Performance peat-free range, demonstrating how our continued investment in research and development has produced composts that deliver exceptional growing results without compromise. We'll be talking retailers through the performance benefits of the range, sharing the science behind the products and reinforcing the message that peat-free doesn't have to mean lower performance. We're looking forward to welcoming visitors to the stand, discussing the challenges and opportunities facing the market, and helping retailers build confidence in peat-free by offering products that gardeners can genuinely trust.
