Following the sad and untimely death of his father in 1994, Philip Collison made the big decision to leave his job as a potato agronomist and take over the family business growing strawberries and flowers for the wholesale market. Working with his mother June Collison (hence J.A. Collison & Sons) chrysanthemums were the first crop supplied by the business to the supermarkets. June retired in 2007 after over 60 years working in horticulture.

Today, with support from his wife Diane, brother Ian and a workforce peaking at 45 people, J A Collison & Sons near Terrington St Clement, West Norfolk has expanded tenfold. The focus is on supplying all the major supermarkets with winter tulips, scented stocks, Japanese asters and longiflorum lilies.

Working seven days a week to meet demand, this is a big business and one that is bucking the trend.

“Our business is benefiting from the downturn as our flowers are aimed at the lower cost end of the market,” says Diane. “Even in gloomier times, everyone likes a pick-me up and our flowers fit that need.”

With annual volumes reaching 3.5 million stems for scented stocks this is the Collisons largest crop much of which goes to Marks & Spencer. Tulips reach 2.5 million stems, Japanese asters – the only outdoor crop - 1.4 million and longiflorum lilies 1 million.

This is a labour intensive business. In addition to a lot of handpicking, the stems are packed on site for Marks & Spencer, Sainsbury, Waitrose and ASDA before being delivered to Spalding for onward movement.

Despite the hectic schedule, Philip finds time for a little arable farming.

“When it comes to arable, I’m a hobby farmer,” says Philip. “We grow 100 acres of wheat and 35 acres of sugar beet.”

Meanwhile the flower business has spread over five nearby sites to help meet demand, the glasshouse area now extends to 8 acres plus 2 ½ acres of Spanish tunnels. And it is apparent that the Collisons like a challenge.

“With flowers, the key factors for supermarkets is British, seasonal and scented,” explains Ian. “Having said that we do extend the seasons. We pioneered growing autumn scented stocks in Spanish polytunnels so, in addition to supplying May to August, we now do mid-September to end of October as well.”

Other challenges have included the ban on methyl bromide due to its ozone depleting characteristics. After investing £60,000 in a mobile steamer to do the same job of cleansing the soil between plantings, the business is actively investigating greener fuel sources such as biomass. “We should have no illusions that oil will remain at its current relatively low cost,” explains Philip.

Additional environmental considerations include re-using plastic flower crates for transporting rather than the previous one-off use of cardboard boxes. Also, instead of relying solely on mains water supply, considerable volumes of rainwater are harvested from the glasshouse roofs for irrigation via a holding tank.

Hydroponics plays a part too – in this case, growing tulips in water. This considerably reduces the need for chemicals and increases productivity so is seen as an all round winner.

Managing the staff, looking after admin and keeping abreast of all the regulations provides a demanding job for Diane who was NFU assistant group secretary in Wisbech until she started a family in 1997. So time saving benefits through membership of Anglia Farmers is welcome.

“One phone-call, one bill, one direct debit and secure in the knowledge that the price is good, is all a big help,” says Diane. “We order all our non-flower specifics through the group. Fuel, electricity, tyres, agrochemicals, fertiliser and mobile phones are the main items. We reckon we now have five mobile phones for the price of one. On the whole, it is all a big saving.”

And it is refreshing to know that the supermarkets have helped to grow their business.

“Flowers have gone from a luxury purchase at the florist to part of the every week supermarket shop,” says Philip. “Yes, we have to be super efficient but it’s transformed our business for the better.”