Plant Doctor naturally finds way to prosper

ASHMORE business looks towards strong growth this year, propelled by demand for organic fertilisers that are less harmful to the environment.

Plant Doctor brothers Adam and Joshua FitzHenry are proudly upholding the legacy of their father who ran the business for years.

AN Ashmore man hopes to transform his late father’s business into a high-growth enterprise in the horticulture and fertiliser industry.

Daniel FitzHenry bought Plant Doctor in the mid-2000s – a business that developed and sold organic fertilisers, feed for animals and health supplements for people.

He moved the business to the Gold Coast in 2014 after a cancer diagnosis to spend more time with his family.

Daniel died in March this year and his son Adam has taken over the business to continue his legacy.

Ashmore business Plant Doctor, run by Josh and Adam FitzHenry, is tapping into the thriving organic fertiliser and natural supplement markets. Picture: Jerad Williams

Adam built a website for Plant Doctor in 2009 to help market his father’s products.

Two years ago, after his father fell ill, he sold his own soil erosion business to pitch in with Plant Doctor, later taking control of the business.

“I’m looking at taking this business to the next level,” he said. “The whole reason I sold my business was to keep my father’s products alive.

Adam is targeting revenue growth of more than 100 per cent this financial year for Plant Doctor, up from $185,000 in FY18 to $400,000 this year.

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The other arm of the business is called AgTech Natural Resources, which is the wholesaler and sells to farmers and other groups.

His first involvement with his father’s business was selling Fossil Shell Flour or food-grade diatomaceous earth.

Daniel obtained the rights to sell the product in 2004, after foreseeing the enormous potential of the flour.

Adam said that was the main product he marketed on the website.

“In the early days it was doing reasonably well, because no one else was selling the fossil shell flour,” he said.

“But now it is sold in a number of places. People use the flour as a health supplement, because it is high in silica. Silica strengthens your nails and hair. It also gets rid of worms.”

The business imports 150 tonnes of the product each year, selling some through the website and distributing the rest through resellers.

Since taking over, Adam has worked to broaden the range of products, and where they are marketed, particularly in the fertiliser space.

Plant Doctor has up to about 40 products, including Plant Doctor Fulvic Acid, which helps to eliminate root-rot disease.

Adam said a key step was engaging with a Facebook group called Australian Lawn Fanatics, run out of Brisbane.

“When we joined them there were only 2000 or 3000 members. “But they have now hit 25,000 members.

“One of my resellers came across them and suggested we try and talk to them. That has been a big success. We give them a discount to offer to their members.”

Adam said the philosophy behind the business was to sell organic products that were less harmful to the environment.

“My father designed the products and he was in the industry for more than 30 years.

“We’re trying to look after the environment and make people aware that you do not need heaps of chemicals to make your lawn look nice.”

“We use nitrogen, but we mix it with our other products, which trap and hold the nutrients, and make them last longer, so they are not leeching or draining into the water.”

Currently there are just two staff at Plant Doctor, Adam and brother Joshua. However, he expects to add staff as the business grows.

“My goal is to grow the business into a profitable and sustainable entity to provide for my family and continue my father’s legacy.”