It's quite an unusual week when an hour of primetime BBC1 is devoted to a specialist lawnmower brand. Perhaps one of our more seasoned readers might recall something similar in the dim and distant past, but I certainly can't think of anything else quite like this week's Inside The Factory.
For the Hayter facility in Hertfordshire to feature so prominently in a mainstream programme, viewed by millions, feels like a significant moment. It's quite the coup for Toro UK clearly, but I feel that for the wider industry and specialist dealers of grass machinery in general, the programme did an awful lot of good.
It seems to me that lawnmowers in mainstream media can often be figures of ridicule. A vehicle used to snigger at so-called nerds who are obsessed with keeping their gardens pristine - or perhaps just an item to represent dullness. But this show took the subject seriously. Treating this historied British success story with respect.
The programme (which if you missed its broadcast is available on iPlayer) took viewers right inside the manufacturing processes of the Harrier. Context was given around design, engineering and quality control - and we were shown the people behind the products. Crucially, it was a positive, informed portrayal - one that conveyed the manufacture of quality lawnmowers as something worthy of interest, pride and wide attention.
The feel of the programme, with presenters Paddy McGuinness and Cherry Healey maintaining a good natured and light-hearted tone yet at the same time interested and sincere throughout, mattered. It benefited both Hayter and the wider sector.
One of the ongoing challenges for our specialist dealer readers of domestic kit, is explaining the value of quality machinery to an audience that is constantly exposed to cheaper, mass-market alternatives. A television programme such as this will have helped with some of that heavy lifting. By showing what goes into building a premium product - from materials and tolerances to skills and experience - it reinforced the idea that not all machines are created equal.
The show offered a reminder that garden machinery should not be a cheap, disposable commodity. It is highly engineered equipment, designed to perform, last and be supported. Hopefully that message was taken on board by the viewing public who will hear those sentiments echoed in conversations they subsequently have with their own local dealers.
For Toro UK the benefits are obvious. Brand exposure on that scale is invaluable, and the credibility that comes from a thoughtful BBC documentary certainly feels like it should land differently with consumers compared to traditional advertising. It reinforces heritage, quality and trust - all things that dealers rely on when representing a premium brand.
But hopefully the impact doesn’t stop there. I don't think I'm being over the top to think that potentially this kind of coverage could lift the perception of the entire specialist garden machinery sector. It shows that this is an industry rooted in engineering, expertise and pride in the job. It may even spark interest from a new generation, whether that’s future customers or potential recruits who hadn’t previously considered manufacturing or technical roles in this sector. The show even featured a sequence filmed at Wembley Stadium where Cherry was speaking with the head groundsman, illustrating where tools like these are used on a daily basis. Again, this may hopefully open the eyes of viewers to the often unsung end-user roles in the industry that are also struggling to find recruits.
In the next issue of Service Dealer magazine, we will hear from Toro UK's sales and marketing manager, Craig Hoare, who takes us behind the scenes of the shoot. He tells us about the six months of preparation, collaboration and careful planning that took place ahead of time to ensure " . .the programme captured the precision and pride that goes into every machine that leaves our factory." He also talks about the show directing a spotlight onto British engineering and the opportunity that it presents for dealers.
Whilst it was only an hour of television, I do think this week's episode of Inside The Factory was a rare and welcomed moment in the limelight for the industry. Hopefully its message of the value of quality machinery and the talented people behind it, found a receptive audience.
