Tom Willday, the Fourth Generation Printer Cultivating Change Through Seed Paper

Tom Willday represents the fourth generation of his family to run Willday Printers, a printing business rooted in Leicester's industrial heritage. What sets Tom apart from his predecessors is his vision to transform traditional printing into something that grows beyond the page.

The Willday printing legacy spans nearly a century, with each generation adapting to changing times while maintaining the craftsmanship that built their reputation. He inherited not just a business, but a deep understanding of paper, ink, and the technical precision required for quality printing. This foundational knowledge proved invaluable when he launched SeedPrint, his venture into plantable paper products.

"We've always been about creating something meaningful on paper," Willday reflects. "Now we're creating something that continues to live after the paper has served its purpose."

SeedPrint emerged from Willday’s desire to address the environmental impact of traditional printing. The company produces handmade, fully recycled paper embedded with wildflower seeds that can be planted after use (a mix of daisies, forget-me-nots, and poppies, to be precise). From business cards to wedding invitations, every product serves a dual purpose: communication and cultivation.

The process itself reflects the marriage of old-world craftsmanship with environmental innovation. Recycled paper is broken down into pulp, seeds are added, and sheets are formed at weights ranging from 200 to 300gsm. Each piece carries slight variations in texture and shade, making every item unique.

The seed paper industry has experienced remarkable growth, with the total addressable market expected to reach $1.5 billion by 2027, as businesses and consumers seek sustainable alternatives to conventional printing. “It’s a trend borne out of a broader meta trend towards heightened environmental awareness, particularly with companies, who are  looking for ways to demonstrate genuine commitment to sustainability rather than just talking about it,” says Willday.

"People are tired of empty promises about being green and using seed paper gives them the chance to actually do something sustainable, not just say they're doing it."

SeedPrint's success stems from solving the technical challenges of embedding seeds in paper while maintaining printability and germination rates. The company has developed processes that ensure seeds remain viable for up to two years when stored properly, with optimal planting conditions in spring when warmth and sunshine support growth.

“The wildflower seeds used in SeedPrint products support pollinators, contributing to biodiversity and food security,” WIllday says. It's the kind of forward-looking thinking that transforms a simple business transaction into one with real and lasting environmental benefit.

With the global sustainable printing market forecast to reach USD 3.35 billion by 2030, SeedPrint is primed to service this growing demand with their expansion beyond traditional stationery.

“Corporate gifts, promotional materials, and event invitations increasingly feature plantable elements,” Willday said. “The appeal lies in the tangible nature of the environmental benefit: recipients can literally plant the paper and watch flowers grow.”

“Wedding planners are embracing seed paper for invitations that guests can plant as lasting memories. Businesses use plantable business cards that literally grow their brand. We're really giving people the chance to make a positive impact with something they would normally throw away."