Garden centres are being asked to submit their marketing campaigns for the Garden Centre Association’s (GCA) annual Worrall Cup competition earlier than in previous years to help give members more time.

Entries open September 1 and close October 31. The member judged as having the best initiative will be presented with the cup at the GCA’s Annual Conference in January 2027.

GCA Chief Executive, Peter Burks, said: “Every year we’re impressed by the quality and variety of marketing initiatives produced by our member garden centres and the Worrall Cup is designed to recognise those achievements and share best practice across the industry.

“In previous years, we’ve opened entries in November and given members around six weeks to take part. We appreciate that this coincides with the busiest time of year for many garden centres and includes the Christmas and New Year holiday period.

"By bringing the launch forward, we’re making it easier for members to organise their material, complete their submissions and enter the competition well ahead of the festive rush.”

The current holders of the Worrall Cup are Bents Garden & Home, with British Garden Centres and Gates Garden Centre taking second and third places respectively.

Peter adds: “The Worrall Cup provides a fantastic opportunity for our members to gain recognition for marketing initiatives that combine creativity, originality and strong commercial results. We know there is some exceptional work taking place across the garden centre sector and we would encourage anyone with a successful campaign to put themselves forward.

“All entries will be assessed by an independent judging panel that includes marketing expertise, ensuring each submission is reviewed fairly and thoroughly. As the competition is judged separately from our annual inspection process, every entrant has an equal chance of success. The panel will evaluate all submissions and select the overall winner, who will be presented with the Worrall Cup at our Annual Conference.

“With entries closing at the end October, there is plenty of time for members to prepare their submissions and showcase the innovative marketing activity they have delivered over the past year.”

Members are asked to submit an entry by completing a short form. Please email laura@gca.org.uk to receive full details.

The submission of supporting material, such as photographs, print examples and web links, is also encouraged. An additional sheet of written details is acceptable along with the entry form, as required. Entries can be sent electronically to Laura or by post.

Peter continues: “Entries open on September 1, so we’re encouraging members to start preparing their submissions now and to really showcase the innovative marketing work they have delivered during the past year.

“To find out more and to book tickets for our 2027 GCA Annual Conference, taking place at the Crowne Plaza, Stratford-upon-Avon, January 24–27, please visit our conference pages in the members’ section of our website. If non-members are interested in joining us so they can enter the Worrall Cup and attend the event, please email info@gca.org.uk.”

The GCA represents nearly 230 garden centres nationwide.

Through sharing information and its inspection programme the GCA helps members to achieve high standards in customer service, plant quality and reliability

The deadline for this year’s Worrall Cup entries is October 31, 2026.

For further information, please visit www.gca.org.uk.