George Longmuir, Managing Director

George LongmuirGeorge Longmuir, founder and Managing Director of Freeland Horticulture holds an MSc in Soil Science.

His early career saw him working with ICI in the fertiliser division and it was here that he gained enormous experience of the science of soils in a commercial environment.

In the early 90’s he became involved in green waste composting in the USA and established Freeland to bring a more scientific approach to soils, growing media and the composting of green waste.

He was the first to mass-market compost derived from composted green waste in the 1990s to customers including B&Q, Homebase and Wyevale Garden Centres.

In order to generate a large volume of quality compost to supply the UK retail market, George created the APEX collaboration which brought SITA, Veolia and the then Cleanaway waste companies together, to produce quality green compost to the same standard. During 2003 and 2004, APEX won four key environmental awards for its achievements.

Under his leadership Freeland has developed a peat replacement product marketed as SuperFyba. This offers the market a commercially viable and environmentally sustainable solution to what has long been considered to be one of the most difficult challenges facing the UK horticultural industry.