Tapping into the movement of Aussies growing their own food, gardening institution The Diggers Club has launched ‘Grow the Good Stuff’ alongside its accreditation as a certified social enterprise.
Nearly half of all Australians, around 9 million people, now grow some of their own food, driven by rising costs of living, climate pressures and a desire to reconnect with something tangible in an increasingly digital life.
Founded in 1978, The Diggers Club is Australia’s largest gardening community with more than 85,000 members. Under CEO Fiona Forbes, who recently marked her first year in the role, the organisation has embarked on a multi-year renewal program designed to futureproof the brand and reaffirm its founding mission of seed stewardship, public garden preservation and member education.
At the centre of that is Grow the Good Stuff, a campaign developed in partnership with Destination Store, and built on a revised brand and visual identity by Stake the Reputation Company. It’s designed to connect consumer motivations with a clear promise: that everything The Diggers Club offers, from heirloom seeds to public programs, contributes to better outcomes for people, communities and the planet.
“At a time when people feel powerless, growing your own food is a quiet act of agency,” Forbes said. “It’s not just about sustainable gardening. It’s about memory, culture, and hope.”
The overhaul coincides with The Diggers Club’s certification as a social enterprise by Social Traders, formalising that 100 per cent of profits are reinvested via The Diggers Foundation into conservation, education and public access to gardens.
Over the past twelve months, the organisation has revitalised operations, restored focus on member experience, and laid the groundwork for long-term cultural and environmental impact.
“What we’ve done this past year is both structural and symbolic,” Forbes said. “We’ve revitalised how we operate behind the scenes, recentred our members in every decision, and recommitted to the purpose that’s always set Diggers apart.”
Key elements of the revitalisation plan include:
- A digital transformation of The Diggers Club including an expansion of content across new and existing channels, a new digital magazine in addition to new POS, E-Commerce, and Content Management Systems.
- A revitalised membership program designed to attract younger, more diverse and urban gardeners.
- A national seed resilience project trialling climate-hardy food crops for Australian conditions.
- Major upgrades to the Club’s three historic gardens, including the flagship Heronswood estate.
- With gardening participation at record levels, The Diggers Club is leveraging its 47-year legacy to seize a contemporary growth opportunity and demonstrate how heritage brands can remain culturally resonant.
Credits:
The Diggers Club
Lisa D’Amico – Chief Marketing Officer
Mikhaila Davis – Marketing Manager
Ian Cormick – Content
Lucy Malvany – Digital Marketing Assistant
Creative & Campaign
Destination Store
Charlotte Prouse – Director
Carl Solomon – Director
Ben Andrews – Head of Digital Experience
Corey Connelly – Strategic Support Coordinator
David Lucas – Creative Director & Design; Fred&Co Digital Advertising
Rob Mulally – Photography & Videography
Brand and PR
Stake The Reputation Company
Matt Thomas – Founder
Kate Griffiths – Head of Brand and Change
Tom Manning – Creative Director
Izy Kali – Art Director
Farah Azizan – Earned Specialist
Media
Leonards
Kate Faithorn – CEO
Geraud Montingy – Agency Director
Amy Batchelor – Integrated Media Specialist
Digital and e-commerce
Overdose
Bige Yilmaz – Digital Marketing Manager
Samuel McCarthy – Digital Marketing Manager
