“Woolgro lawns are a solution for our times,” says franchisor Geoff Luke. “We are expanding our operations to meet demand, and a lot of that demand is coming from new developments. We need new franchisees in many key areas, and the sooner the better!”

Woolgro was established fifteen years ago, when Geoff noticed the big gap in the market. “As a residential architect the final big problem on any project was how were we going to get a decent lawn, and quickly? We tried every different type of product on the market, but we couldn’t get anything that would work long term. Developers really need a bit of good-looking lawn as a final touch for a new home, and there just wasn’t anything available – so I had to invent it,” he jokes!

Like all the best solutions, Woolgro is simple. “It’s like a huge, paper-backed mat made from unscoured wool, dags and all, combined with recycled jute from coffee sacks and a customer’s choice of grass seed. The wool contains a handy range of natural nutrients while the fibers retain moisture. It’s laid down in incredibly fine layers, and every layer has seed in it. It comes out of the machine as a great big fluffy thing around six inches thick, which is reduced to about six millimeters after felting.”

“The result is quick and easy to lay, can be cut to any shape, and best of all the seeds are trapped and evenly spaced so heavy rain or birds can’t affect them. Germination is virtually guaranteed because the paper backing holds moisture around the seed, and the thickness of the matting suppresses weeds while the lawn is establishing itself.”

“Another big advantage to this all-Kiwi innovation, is the avoidance of a huge truckload of dirt on the property,” as Geoff explains. “New lawns traditionally involve a load of heavy damp turfs being laboriously unloaded and laid. A Woolgro franchisee can put a fifteen square metre roll under each arm and carry them anywhere! Woolgro lawns are an eco-friendly, natural alternative to instant lawn, and rapidly develop into lush grass with strong roots. With installed irrigation, the system is virtually guaranteed every time, and the customer gets a contract to that effect.”

Long term Woolgro franchisee, Mike Titchener has been laying Woolgro’s mats for nine years now. “In my view the product is second to none,” he says. “I’ve seen properties go down the artificial route, but the end result is never as good and of course it is just a continuation of plastic use. Woolgro’s mats are sustainable and eco-friendly. In this age of climate change the product is a great example of working with nature instead of against it, and that is a big selling point to all parties.”

Mike qualified with a Bachelor in Horticulture degree from Massey and was so impressed by Woolgro and the product that he bought the West Auckland franchise. “It is second-to-none in the market,” he says. “Rather than being sown, sprayed or laboriously rolled out in heavy turfs, we just lay it and leave it, and it is not a complicated business to run. You only need personality, a belief in a first-class product, a small truck and a rotary hoe. We’ve been determined to be the best lawn on the street since we started, and today I look around at what we’ve achieved and it’s true! All the lawns we’ve laid are the best!”

Today Geoff is seeking new franchisees in key areas, to meet the demand that this Kiwi innovation has been such a natural solution for. “Our Auckland franchisees have been well established for 8-9 years now and are doing well. An average turnover for them is $30,000 to $40,000 a month – and of course Woolgro is not limited to the warmer seasons. We can lay anytime in the year, as the in-built fertiliser and moisture allows the grass to germinate rapidly. We offer a guarantee to all our customers, and franchisees only need to go back during the first 6 weeks to ensure the lawn is irrigated and fulfilling its promise.”

“New development in particular is driving the need for instant lawns, and Woolgro is very well placed to fulfill the need,” Geoff continues. “We are looking for people who enjoy talking to all sorts of clients, have the right attitude and can deliver a great customer experience every time. If you enjoy working outside and have a practical nature, you don’t need experience in lawn care. As Mike stated it’s not a complicated business to run, and you need minimal equipment.”

Geoff has structured the franchise to accommodate operators of any size. “The franchise fee totally depends on the demographics of the area,” he explains. “It could range from $25,000 to $50,000 + GST depending on location. For example, Christchurch could go as one franchise or several smaller ones. If you want a sustainable business with a unique product and a big future, call me today.” 

See this advertorial on page 27 of Franchise New Zealand magazine Year 34 Issue 04 

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