Olly Hewetson-Brown drives growth in new position with Wildflower Co.
Growing up, Olly Hewetson-Brown was surrounded by the work of Wildflower Turf (recently rebranded to Wildflower Co.) after his parents developed the first soil-less Wildflower Turf system in 2003.
Established on the family farm, what started as an experiment has since grown into a business trusted by designers, councils and developers.
Hewetson-Brown, a Pro Landscaper 30 Under 30: The Next Generation Award winner, has recently been promoted to Deputy Managing Director at the family-owned company. Previously acting as a Production Manager for two and a half years, he steps into the new position with more responsibility and opportunity to drive the company’s growth.
“My role becomes more strategic and business wide, helping departments where needed,” Hewetson-Brown explains.
Currently in operation, the team is building and designing an app to be used for production. An exciting movement, the bespoke app will be designed entirely towards the company’s methods.
In addition, training remains at the forefront of the company’s intentions. With two trainee managers on site, Hewetson-Brown has seen an eager passion for expanding the skillset of the team. A confident sportsman, he attributes his ability to connect with and lead others to that of captaining cricket teams. “I absolutely love that side of it. I think that’s where I get it from,” he says.
As his parents and Wildflower Co. owners begin to take small steps back, the 26-year-old joins them in creating a Board to enable Hewetson-Brown to prepare for his eventual managing director title, but allows both current managing director James Hewetson-Brown and financial director Claire Hewetson-Brown to begin handing over a slight tug of the reigns to their son.
“This new position allows me to learn all the extra skills and gain the experience I need,” he clarifies.
Recently undergoing a rebrand, Wildflower Co. now has an opportunity to grow its market to be much larger than its current audience. As turf no longer defines everything the company does, the name change felt like a natural choice. Continuing its natural first ethos, the rebrand allows the company to work closely within ESG frameworks and biodiversity net gain legislation.
Hewetson-Brown says the rebrand has been a long time coming: “We can now pursue other wildflower markets knowing our brand now encompasses all of them.”
Hewetson-Brown picked up the Pro Landscaper 30 Under 30 Award in 2025, he describes the accolade as “reassuring.” He adds:
“I suppose after applying I didn’t think much more of it, but actually it’s really reassuring, particularly for me, knowing that I was starting this new role as Deputy Managing Director shortly after. The acknowledgement really gave me a confidence boost. I do want to perform in the role and I’ve got something to perhaps show that I’m capable of it.”
Inspired by leaders he’s met in the past, Hewetson-Brown specifies the impact of chief executive of Barfoots, a farm based in Sussex. “When he was brought into his role, he reaffirmed the company’s vision and values which enabled an increase in the company’s growth,” he explains.
Jumping into his new role eagerly with both feet, Hewetson-Brown looks forward to what is to come, and intends to make real change that only creates further progress for Wildflower Co.
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