23 years in business! PrimeHort recently celebrated 23 years of growth and success – more than two decades of providing innovative horticultural solutions for NZ growers to maximise yields.
Let’s take a quick walk down memory lane.
Humble start.
PrimeHort took flight in 2002. The business idea evolved from Kauri Park Nurseries where PrimeHort tapped into their customer base to sell quality gardening tools to garden centres. An old rustic woolshed and a simple pricelist were the business tools, plus a dedicated owner, Mike Wearmouth.
Steady growth.
Over the next three years, sales were steady and by 2005 PrimeHort branded its gardening tools, ‘The Gardener’ and the range could be seen in every garden centre throughout the nation.
Before long the woolshed proved too small and PrimeHort moved into a purpose-built 800sqm warehouse. Product diversification saw the business reach a wider audience of plant nurseries, orchardists and landscapers. PrimeHort expanded into nursery supplies: bags, pots and trays, along with fertilisers and growing-related products.
Notable milestone.
In 2006, the development of a Product Catalogue proved to be a gamechanger on the marketing front. Issue one was an A5 booklet displaying every product ever supplied to a customer – all individually staged and photographed. At the time of production many of these products were not in stock, but the idea was to create a perception of PrimeHort being a one-stop-shop for its customers.
This first release catalogue was an $8000 investment for just 1000 copies. Yet in its first month, sales increased by 150 percent. Today, the 12th issue has just been released with a 5000 print run, and PrimeHort’s customers continue to value the catalogue for easy ordering and information gathering.
New partnerships.
In 2008, business growth saw the expansion into nursery automation, and PrimeHort began forging exclusive partnerships with innovative businesses around the globe. The first agency to join was a potting machine specialist.
In the early days, PrimeHort created a simple ‘travelling demonstrator’ to showcase machinery in action – a trailer and generator with a potting machine atop! For 10 years these onsite demos were a fantastic marketing tool for pitching the merits of mechanisation to customers across NZ.
Today, the suite of nursery automation has expanded to include full commercial fit-outs for nurseries – transplanters, seeding lines, benching, greenhouses and irrigation booms, with many machines tailored to suit individual requirements.
The introduction of nursery automation has assisted PrimeHort’s customers to dramatically boost their productivity and profit levels. Growers can also view machinery in action at PrimeHort’s modern showroom.
Refresh of values & vision.
New growth and diversification marked an opportunity to reflect on PrimeHort’s strategic direction in 2015. A subtle refresh of the PrimeHort logo helped set the new tone. Again in 2025 the brand identity has been modernised to express an innovative solution-provider for the entire horticultural industry.
Greenhouses get the greenlight.
In 2019, PrimeHort established partnerships with leading greenhouse manufacturers in Europe to directly import commercial greenhouse structures for the NZ horticultural market.
Much like a housing group that manages every stage of a build to stay in control and cut costs, PrimeHort takes the same approach with commercial greenhouses. By importing directly, they cut out the middleman and pass the savings on to growers. From design and installation to a smart, strategic fitout, PrimeHort handles the project from start to finish—making it easier for customers to get growing.
A standout memory was the delivery and installation of two large greenhouse structures for Scion. This landmark project included a bold undertaking to revitalise the 10-hectare propagational nursery for forestry research and included state-of-the-art nursery automation and climate control. Read more here.
A new address – physical & digital.
2022 will be remembered for the achievement of a new office, warehouse and showroom, plus a customised website. The doors swung open on a dynamic, purpose-built 4000sqm building ready to cater for new growth and capabilities.
If you are reading this article, it’s very likely you’re on the PrimeHort website where the shopping is easy to navigate and a wealth of information is at your fingertips. From promotional campaigns to educational videos, this is an engaging tool for existing account-holders and new customers.
Kitset greenhouses kicked-off.
2025 saw the launch of Torium, a premium range of kitset greenhouses for smarter growing at home.
PrimeHort’s experience in the commercial greenhouse sector means they recognise what a successful greenhouse looks like for the home gardener, matched with knowledge on best fit-outs, nursery supplies and growing media.
Buying a greenhouse is a significant investment, but PrimeHort customers are not just buying a greenhouse—they’ll enjoy advice from horticultural specialists who understand what it takes to grow a bumper crop!
Some things never change.
While there has been enormous growth and change over the past 23 years, many things have remained unchanged. Listening to customers and generosity are two examples. In 2024 the efforts of the team and management has seen PrimeHort participate in local voluntary planting days and raising considerable funds for Northern Rescue Helicopter, Rapid Relief Team, Starship and the local Fire Brigades. Read more here.
What drives the team?
You! Quite simply, helping customers make money. Every order is important, from the single nursery tray to the commercial greenhouse filled with nursery automation. If PrimeHort can find a way to increase its customers productivity and profitability – we are all growing smarter.
23 years is just the beginning…
