Five Big Challenges We’re Tackling as a New Social Enterprise

Six months ago, we launched Treasure Gardening — a social enterprise on a mission to celebrate the wonders of waste. Our first product, Wonderfuel, is a game-changing, peat-free compost made entirely from materials that would have otherwise been thrown away.

It’s been an exciting (and sometimes chaotic) ride. Here are five big challenges we’re wrestling with as we work to grow something truly different — in every sense of the word.

1. How do we become the Fever-Tree of gardening?

Fever-Tree nailed it with their iconic slogan: “If 3/4 of your drink is the mixer, mix with the best.” Before they showed up, people obsessed over their gin and ignored the tonic. Sound familiar?

In gardening, compost is the mixer — and it's wildly underappreciated. People spend a fortune on plants and pots, only to stick them in the cheapest compost they can find. But compost is what makes or breaks plant health.

Our trials show Wonderfuel delivers exceptional results, but it does cost a bit more. The challenge? Convincing gardeners to rethink compost — and treat it as the essential investment it is. Especially when you're working on a shoestring budget.

2. Are we being too disruptive for our own good?

We worked with a brilliant design agency to create bold, modern branding for Wonderfuel — a total departure from the earthy, “samey” look of most compost bags.

We also ditched the generic “multi-purpose” model. Instead, we offer two targeted mixes — because seedlings and mature plants don’t have the same needs. 

But here’s the snag: most gardeners still think one bag does it all. Are we too far ahead of where the market is? Are we asking too much from customers used to simplicity over specificity?

3. Does our bigger message really matter to buyers?

Wonderfuel is made from repurposed materials. We’re not just peat-free — we’re waste-positive. To shout about that, we’ve teamed up with Toast Brewing to give people the chance to win a year’s supply of beer made from surplus bread.

We’re also pledging a portion of profits to support local community growing schemes. In short, we want to be part of a bigger solution.

But does that message land when shoppers are choosing between us and a cheaper, well-known brand? Will people put purpose before price?

4. Can we challenge the industry without being frozen out?

Peat has no place in amateur gardening. But “peat-free” isn’t always a guarantee of quality. Many composts lack transparency — you don’t know what’s in them, and some just don’t perform.

We want to help change that, pushing for clearer labelling, better standards, and more informed choices for consumers. But that puts us on a collision course with major manufacturers and retailers.

So how do we speak up without getting shut out? How can we challenge the status quo and get a seat at the table?

5. Do we have the right skills — and enough resources — to grow?

Launching a brand-new enterprise is no small feat. Between us, the two founders bring expertise in product development, branding, and sustainability. It’s got us this far — but now we need to scale.

That means bringing in sales and marketing firepower — and doing it on a limited budget. With two major trade shows ahead and our new webshop just launched, the next few months are make-or-break.

We’d love your thoughts.

How do we overcome these challenges? What resonates most with you? And most of all — if you're planting something soon, give Wonderfuel a try. Your plants will thank you, and so will we.