Sector:  Retail
No.of Employees:  13
Region: West Midlands 

Summary
Wiggly Wigglers is a mail order company based in Herefordshire, supplying natural gardening products and services.  The company produces five catalogues a year to promote over 600 products, with over half of these being sourced locally. 

Background
Wiggly Wigglers is a mail order company based in Herefordshire, supplying natural gardening products and services.  The company produces five catalogues a year to promote over 600 products, with over half of these being sourced locally.

Responsible business objectives

• "We can all make a positive and measurable impact on our wider surroundings if we adapt the way that we garden, however large or small the plot and whatever the amount of time we can dedicate."  Heather Gorringe, Managing Director Wiggly Wigglers.

How they do it

• Local sourcing.  All products are sourced from local suppliers, where possible.  They advertise locally for suppliers and pro-actively search for local suppliers producing similar products.  The key is to invest confidence in suppliers: many will be small-scale and need to be guaranteed payment for products immediately, with no terms involved.  Building strong relationships is crucial.
• Staff training.  Annual personal development reviews result in a personal training plan for each employee.
• Recruitment.  The company will create jobs for the right individual: it believes that the benefits of employing the ideal candidate outweigh costs of introducing a new position.
• Sourcing of sustainable goods.  Each potential product is scored according to a range of criteria set by the company, which specify that the product must be practical, natural and as environmentally sound as possible.

What impact it has

• Over 50% of sales generated from locally produced, sustainable products.

• Environmentally sound products.  Wood is sourced according to FSC standards.  Avoidance of excess packaging: packaging is made from recycled materials and is re-usable where possible.

• Creation of local jobs.  10 jobs have been created for people within a five mile radius; 2 jobs within twelve miles.

• Stimulation of local economy.  4 new businesses have been created within the local area.  Lower Blakemere Farm's turnover has increased £45,000 (15%) within the first year of operation. 

• Extra opportunities for staff and their families.  Employees and their family members are used to supply the company where possible.

Business Benefits

• Recruitment.  Interested applicants now approach the company for employment.  Word-of-mouth recommendations come from existing staff members, saving costs and resources.
• Appropriately trained workforce.  Each employee receives training according to their individual needs, resulting in a more efficient team.
• Reduced costs.  Elimination of unnecessary packaging reduces costs and streamlines the mail order process.
• PR and media opportunities.  Local and national PR interest has been stimulated due to the innovative, sustainable nature of the company.
• Innovation produces a strong brand.  Emphasis on their Herefordshire roots has been successful: customers buy into the image of purchasing 'a piece of the Herefordshire countryside'. 
• Demand for sustainable products.  Research has shown that customers are willing to pay a premium for the quality and sustainability of the products.
• Strong team spirit.  Staff members really believe in the products and purchase the products themselves.
• Recognition and integration into the local community.  The creation of jobs and stimulation of the local economy has earned recognition and respect within the local community.