Made in Essex: How VegTrug is Growing a Global Gardening Movement from Local Roots
From humble raised beds to worldwide wellness, Colchester based VegTrug is helping people everywhere grow their own. Their philosophy? To make it easy for everyone to grow their own food, even in the smallest of spaces – regardless of postcode, age or ability.
In this episode of Made in Essex, Jill Willis sits down with Joe Denham, Co-founder of VegTrug, to explore how the business has scaled from garden shed beginnings to global distribution. Joe shares the decisions, setbacks and breakthroughs that have shaped VegTrug’s journey – plus the values that keep it grounded.
Enjoy the full conversation here 👇👇👇
Accessibility at Scale: Simplifying Home Growing
VegTrug’s mission always started with heart: help people grow food easily, regardless of space. Joe explains, “It was about making it simple, practical and joyful.” What began as a practical raised planter is now in over 30 countries, while still rooted in that original ethos.
Resilience in the Face of Disruption
From Brexit logistics and shipping delays to shifting retail trends, VegTrug has weathered many storms. Joe is candid about the hurdles:
“You learn fast when your containers are stuck at sea. But it makes you sharper. You build in resilience.”
He shares how balancing ambition with pragmatism, and knowing when to say no, has been key.
Joe Denham VegTrug Made in Essex
Innovation That Doesn’t Grow Too Wild
VegTrug’s innovation isn’t flashy, it’s functional. Joe talks about:
- Evolving product materials for durability and sustainability
- Streamlining international logistics to cut costs and complexity
- Keeping product design lean, rooted in real user needs
The result? A brand that scales purposefully without losing its identity.
For Joe, the real harvest is people and purpose. Leadership is defined by clarity and consistency, not buzzwords. VegTrug’s team lives the mission daily:
“There are no gimmicks. Just clear communication, decent people, and a shared belief in the mission.”
Joe Denham was talking to Jill Willis, Director of Attract & Engage and host of the Made in Essex Podcast.
Catch the full episode here or listen wherever you get your podcasts.👇
Keep your eyes peeled for more episodes as Jill invites the county’s most tenacious and successful business leaders to lift the bonnet on their entrepreneurial stories.
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Previous episodes…
Graham Broughton, A.K.A Mr King’s Award who’s been helping winning businesses for the past 8 years.
Andy Thorne, CEO of Stansted HQ’d Kestrel Group, the King’s favourite international shipping agency!
Nicola Thorn, CEO of AND Technology, a world-renowned business for creating pioneering tech for the medical and agriculture sectors.
