Small Talk with Brendan Howell of ICL

Brendan Howell

Brendan Howell shares insights on sustainable growing media, overcoming supply challenges, and the future opportunities and pressures facing Irish horticulture

Horticulture

15 May 2025

In association with Tully Nurseries

At Growtrade, we’re running an interview series titled ‘Small Talk’, where we talk to various influential members of Ireland’s horticulture trade.

This month’s conversation is with Brendan Howell, ICL sales development manager for Professional Horticulture in Ireland.

How did you get your start in horticulture?

My journey into horticulture began during my school years, when I took on a weekend job at a local nursery and garden centre in the South-East.

From that moment, I was hooked – there was never any doubt that this would be my career path.

I went on to study Commercial and Amenity Horticulture at Kildalton College and continued working at the nursery for several years.

That’s where I first got involved in propagation and discovered the world of commercial growing media.

In 2008, I joined Bord na Móna, eventually becoming national account manager for Professional Growing Media, supporting nurseries and potting soil manufacturers across Ireland and the UK.

In 2021, I joined ICL in the new role of sales development manager for Professional Horticulture in Ireland to continue working closely with Irish nurseries, helping them grow with innovative horticultural solutions across growing media, nutrition, wetting agent and biostimulant technologies.

What was one of the proudest moments in your career to date?

One of the proudest milestones in my career was stepping up to support Irish nurseries after the closure of the Bord na Móna factory in Portlaoise.

By joining ICL, I was able to help ensure a continued supply of high-quality Levington Advance growing media.

It was incredibly rewarding to introduce peat-reduced recipes powered by Fibagro Advance woodfibre; the latest generation of Osmocote 5 controlled release fertiliser technologies; and H2Gro water management technologies.

Ultimately helping growers swiftly implement more sustainable growing strategies.

What’s been one of your greatest career challenges?

Initially, launching supply from ICL’s existing site in Scotland to Irish nurseries – while we worked to establish operations in Ireland – it was a huge challenge.

We needed to move quickly to avoid disrupting supply, and it required a massive logistical effort.

Thankfully, the support from the growers was fantastic, and we got it done.

Looking back, it was a pivotal moment that paved the way for where we are today.

Can you share a recent success from your work?

A recent highlight has been the introduction of new growing media blends using four grades of advanced Fibagro Advance woodfibre, tailored specifically for propagation, seedling, and blocking – areas traditionally reliant on 100% peat.

Through successful trials, we’ve shown growers that with peat-reduced, or even peat-free solutions, it is entirely possible to grow the highest quality plants.

ICL offers a full range of innovative products that help growers manage crop nutrition, water use, and overall consistency – essential for supplying quality plants to the Irish and overseas retail markets.

What do you see as the biggest challenges facing the horticulture industry today?

Labour and rising costs are major issues.

Growers face huge pressures daily, especially with the just-in-time nature of growing media production and the seasonal rhythms of the industry.

I’m lucky to work with a close-knit, experienced team at ICL who all know their roles and support one another.

Having the freedom to manage operations our way locally – with the backing of senior leadership – is key to staying agile in the face of these challenges.

What are the biggest opportunities in the industry right now?

Sustainable food production is a massive opportunity as we look to feed a growing global population.

Closer to home, the surge in high-quality landscape design presents exciting prospects for Irish nurseries.

There’s a lot of potential in aligning sustainability with creativity and innovation.

What advice would you give to someone starting out in horticulture?

Get as much hands-on experience as possible and explore every corner of the industry.

It’s also essential to understand the business side of things – commercial awareness will take you far. And travel!

Seeing how horticulture is practiced around the world will broaden your perspective and inspire new ideas.

What are your hopes for the future of Irish horticulture?

I’m very optimistic. Ireland has a climate that’s ideal for horticulture, and I believe it will continue to support the industry for many years to come.

With the right investment and innovation, the future is bright.

ICL develops innovative, sustainable solutions to help plants, crops, and turf grow more efficiently and responsibly. Leveraging advanced R&D and a global footprint, ICL provides precision nutrition, controlled-release fertilizers, and growth technologies for agriculture, ornamental horticulture, and turf care—enabling customers to grow more and better with less.

Small Talk is produced in association with Tully Nurseries, one of Ireland’s wholesale nurseries supplying landscape contractors, garden centres, DIYs and supermarkets in Ireland and the UK. For more visit tullynurseries.ie