Back to the Roots
Back to the Roots is an Oakland-based, venture-backed organic gardening CPG company selling 100% organic soils, Regenerative Organic Certified seeds, and indoor/outdoor grow kits through DTC e-commerce and 10,000+ retail stores including The Home Depot, Walmart, Target, Lowe's, Whole Foods, and Kroger.
- Company typePrivate
- Founded2009
- HeadquartersOakland, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Back to the Roots does
Back to the Roots, Inc. is a Delaware-incorporated, Oakland-based CPG company founded in 2009 by Nikhil Arora and Alejandro Velez, originally as an urban mushroom farm that grew oyster mushrooms on spent coffee grounds. The company has since evolved into an end-to-end organic gardening brand whose product portfolio spans organic mushroom kits, windowsill planters, hydroponic and aquaponic Water Garden systems, microgreens and kids' grow kits, Regenerative Organic Certified and USDA Organic heirloom seeds, a 100% organic peat-free soil lineup (raised bed mix, garden soil, potting mix, topsoil, compost, mulch) with bulk commercial SKUs up to 600-bag half-truckloads, and supporting amendments, plant food, raised beds, seed-starting supplies, and live seedlings. The company holds USDA Organic, CDFA, and the first-ever Regenerative Organic Certified seed certifications in the U.S., with proprietary soil blends containing claimed 40 million+ beneficial organisms per tablespoon.
The company monetizes through a hybrid DTC and retail-channel model. Direct e-commerce at backtotheroots.com sells the full catalog with free 2-day shipping on bulk soils, while mass-market retail distribution reaches 10,000+ stores across The Home Depot (flagship, 150+ certified organic SKUs), Walmart, Target, Lowe's, Whole Foods Market, Kroger, and Amazon. Pricing is unit-based, ranging from $2.99-$3.99 individual seed packets to $4,299.99 half-truckload soil pallets. The company serves four primary end segments: urban and suburban families seeking accessible organic gardening, K-12 education (via Common Core-aligned STEM curriculum and the #GrowOneGiveOne classroom donation program), indoor and outdoor gardeners, and landscape professionals buying bulk soil.
The company has raised approximately $52M+ across disclosed rounds (2015 seed, 2016 $10M Series A led by Acre Venture Partners, 2017-2020 follow-ons, 2021 $15M growth round with Loft Growth Partners and S2G Investments, and an ~$19.67M SEC Form D exempt offering in April 2022). Recent 2026 strategic moves include two exclusive product launches (Organic Master Potting Mix at Walmart, Organic Mushroom Compost at The Home Depot) and a landmark 'Garden & Grocery' expansion placing organic seeds in the produce aisles of Target, Walmart Neighborhood Markets, Kroger, and Whole Foods Market. The company operates with 11-50 employees and is venture-backed and private.
Back to the Roots firmographics
Firmographics- Name
- Back to the Roots
- Legal name
- Back to the Roots, Inc.
- Website
- https://backtotheroots.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Back to the Roots is an Oakland-based, venture-backed organic gardening CPG company selling 100% organic soils, Regenerative Organic Certified seeds, and indoor/outdoor grow kits through DTC e-commerce and 10,000+ retail stores including The Home Depot, Walmart, Target, Lowe's, Whole Foods, and Kroger.
- Ownership category
- akta.pro rank
Back to the Roots industry classification
Industry- Product category
- Organic Gardening Products
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (44424)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)
- akta.pro secondary industry
- Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)
Keywords
Where Back to the Roots is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Back to the Roots business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: The company sells directly to consumers through its website backtotheroots.com, offering free 2-day shipping on bulk soils. Products include grow kits, seeds, soils, plant food, and accessories with various price points from impulse items to bulk commercial orders.
- Retail Distribution: Major revenue stream through retail partnerships with The Home Depot, Walmart, Target, Lowe's, Whole Foods Market, and Amazon. Products are sold in traditional garden centers as well as produce and grocery aisles.
- Bulk/Commercial Sales: The company offers bulk soil sales including 60-bag pallets and half-truckload quantities (600 bags) targeting landscape professionals and large-scale gardeners. Volume pricing with free 2-day delivery on bulk orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Indoor Gardening Kits - Entry Level |
| Unit Pricing | Pay-as-you-go | Seeds - Various Pack Sizes |
| Unit Pricing | Pay-as-you-go | Soil Products - Consumer to Commercial |
| Unit Pricing | Pay-as-you-go | Plant Food and Amendments |
| Unit Pricing | Pay-as-you-go | Bulk Commercial Orders |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels8 records
Back to the Roots product offering
Product offeringCore offering
Back to the Roots designs, manufactures, and sells certified organic gardening products for indoor and outdoor home growing, including mushroom grow kits, hydroponic and aquaponic systems, microgreens and kids grow kits, organic heirloom seeds, and a full line of 100% organic, peat-free soils (potting mix, raised bed mix, garden soil, compost, mulch, mushroom compost) plus soil amendments and plant food. Products are sold across more than 10,000 retail locations and through a direct-to-consumer e-commerce site.
Product overview
Back to the Roots is an end-to-end organic gardening company offering a comprehensive portfolio of products spanning indoor gardening, outdoor gardening, seeds, and soils. The core offerings include Organic Mushroom Kits, Water Garden aquaponic/hydroponic systems, Hydroponic Grow Kits, Microgreens Kits, Windowsill Planters (herbs, vegetables, flowers), and Kids Grow Kits for educational STEM learning. The outdoor product line features 100% certified organic, peat-free soils (raised bed mix, garden soil, potting mix, topsoil, compost, mulch), soil amendments and plant food, raised beds and planters, seed starting products, and live seedlings. The company also provides Regenerative Organic Certified heirloom seeds across vegetables, herbs, fruits, flowers, and cover crops. Accessories include Water Garden parts, Self-Watering Olla Pots, LED Grow Light Bulbs, and Liquid Lawn Food. Supporting offerings include STEM curriculum materials and the #GrowOneGiveOne program that donates kits to classrooms. Products are available in sizes ranging from single units to bulk pallets and truckloads, sold through major retailers nationwide (Target, Walmart, Home Depot, Lowe's, Whole Foods, Amazon) and direct-to-consumer online.
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Mushroom Kits Complete indoor mushroom growing kits that allow users to grow oyster mushrooms (pearl and pink varieties) at home with simple instructions and minimal maintenance.
- Windowsill Planters Compact indoor growing kits designed for windowsills, including herb planters, vegetable planters, flower planters, and strawberry growers.
- Hydroponic Grow Kit Indoor hydroponic growing system that allows users to grow plants without soil using water-based nutrient solution, with built-in LED lighting for year-round cultivation.
- Water Garden (Hydroponics/Aquaponics Ecosystem) Combined hydroponic and aquaponic indoor ecosystem where fish waste naturally fertilizes plants above, creating a self-sustaining closed-loop growing system.
- Microgreens Kits Indoor growing kits for quickly harvesting nutrient-dense microgreens including Mighty Mix, Rainbow Mix, and Sweet Green varieties, with ceramic planters and seed refill options.
- Kids Grow Kits Educational gardening kits designed for children including terrarium kits, science grow kits (bean, watermelon, sunflower), and tool sets that teach STEM concepts through hands-on growing.
- Organic Heirloom Seeds Wide variety of Regenerative Organic Certified and USDA Organic heirloom seeds including vegetables, herbs, fruits, flowers, and cover crops. Includes seed bundles, variety packs, and individual seed packets.
- Organic Soils & Mulch 100% certified organic, peat-free soils including raised bed mix, garden soil, potting mix, topsoil, compost, and mulch available in various sizes from single bags to bulk pallets and truckloads.
- Organic Master Potting Mix Professional-grade organic potting mix with over 40 million beneficial living organisms per tablespoon and a proprietary blend of Peruvian seabird guano, worm castings, humic acid, mycorrhizae, and perlite, available exclusively at Walmart stores nationwide and online.
- Organic Mushroom Compost Professional-grade organic soil amendment made from spent mushroom substrate, available exclusively at The Home Depot stores and online.
- Soil Amendments & Plant Food Organic soil amendments including azomite, blood meal, bone meal, perlite, vermiculite, worm castings, and plant food products (all-purpose, edibles-specific, indoor houseplant) in various sizes.
- Raised Beds & Planters Fabric raised garden beds and self-watering fabric garden pots designed for outdoor growing, including the 3 cubic foot fabric raised garden bed.
- Seed Starting Products Organic seed starting supplies including greenhouse germination kits (12-cell and 10-cell trays), plantable seed starting pots (2.4-inch and 4.25-inch), and seed starting soil mixes.
- Live Seedlings Pre-grown live seedlings including herb varieties (cilantro, dill, oregano) and strawberry seedlings, ready for immediate transplanting.
Quantifiable outcome
- Over 4,200 customer reviews on products
- +3 more outcomes
Companies that use Back to the Roots
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles5 records
Back to the Roots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Back to the Roots partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- TargetcoreTarget is a key strategic retail partner for the 'Garden & Grocery' expansion initiative, with organic heirloom seeds now positioned directly in Target's produce sections nationwide.
- Walmart Neighborhood MarketscoreWalmart Neighborhood Markets nationwide carries organic heirloom seeds in produce sections as part of the landmark Garden & Grocery expansion.
- KrogercoreKroger carries premium organic soils in select locations as part of the Garden & Grocery initiative bridging traditional garden and grocery retail.
- Whole Foods MarketcoreWhole Foods Market carries premium organic soils nationwide and was part of the comprehensive organic soil collection launch in March 2026.
- The Home DepotflagshipThe Home Depot is the company's largest retail partner, offering over 150 certified organic soil, seed, and fertilizer products across more than 10,000 retail locations nationwide. The partnership has spanned over a decade, with exclusive product launches including the Organic Mushroom Compost in March 2026.
- WalmartcoreWalmart is the exclusive launch partner for the Organic Master Potting Mix in March 2026, available in Walmart stores nationwide and online.
- Nature's PathminorPartnership with Nature's Path to bring organic cereals to every school in America, combining organic food brands for school nutrition programs.
- Carmelo AnthonyminorCarmelo Anthony partnership for #TakeBackBreakfast campaign with 1.1M NYC kids, promoting school nutrition and food awareness.
- Fall Out BoyminorFall Out Boy partnership for #FOBChampion campaign and 'Undo Food' movement acceleration, collaborating on sustainable food messaging.
- SodexominorSodexo partnership to bring Back to the Roots Garden Toolkits into classrooms nationwide through the food service provider's educational outreach.
- Specialized Supply PartnerscoreSpecialized supply partners who helped launch the urban mushroom farm in 2009 are now collaborating on the Organic Mushroom Compost product line, utilizing spent mushroom substrate.
Scale indicators8 records
Recent moves10 records
Expansion highlights5 records
Back to the Roots competitors and assessment
Company assessmentBroad incumbents
- Hydrofarm: Public company distributing hydroponic equipment, lighting, and growing supplies. Comparable to Back to the Roots in hydroponic growing systems but operates primarily in the commercial/prosumer channel.
- Scotts Miracle-Gro: The dominant US lawn and garden care company (Miracle-Gro, Scotts, Ortho). Competes directly with Back to the Roots in soils and fertilizers, and owns a strategic stake via Central Garden & Pet's prior investment in Back to the Roots.
- Miracle-Gro (Scotts Miracle-Gro): Flagship consumer soils and plant food brand from Scotts Miracle-Gro, sold in the same big-box retailers as Back to the Roots. Comparable category leader against which Back to the Roots positions its premium organic soils.
Direct peers
- Espoma Organic: Specialty organic soils, fertilizers, and lawn care brand sold through independent garden centers and major retailers. Closest direct competitor to Back to the Roots' premium organic soils portfolio.
- AeroGarden (Scotts Miracle-Gro): Indoor hydroponic growing systems with built-in LED lighting sold through retail and DTC. Directly comparable to Back to the Roots' hydroponic grow kits and microgreens offerings.
- Ferry-Morse: Major US seed brand offering vegetable, herb, and flower seeds in retail and DTC channels. Direct competitor to Back to the Roots in the consumer seed packet category.
- Bonnie Plants: Largest US supplier of vegetable and herb live plants, distributed through mass-market retailers. Directly competes with Back to the Roots' live seedlings offering in similar retail channels.
- Burpee (Ball Horticultural): Heritage seed and gardening brand selling vegetable, herb, and flower seeds plus live plants through retail and DTC. Directly competes with Back to the Roots in the organic heirloom seed category.
- Gardener's Supply Company: Employee-owned retailer of garden supplies, raised beds, seed starting, and tools. Comparable to Back to the Roots in outdoor gardening accessories, raised beds, and seed starting categories.
Emerging players
- Click & Grow: Smart indoor garden and hydroponic growing system company. Comparable to Back to the Roots' indoor gardening kits but with a more tech-forward, IoT-enabled positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Back to the Roots social profiles
Digital presenceBack to the Roots compliance and trust
Trust signalCompliance3 records
Back to the Roots financial estimates
Financial estimateRevenue estimate
Valuation estimate
Back to the Roots leadership team
Management profileNumber of profiles
Profiles2 records
Back to the Roots funding detail
Funding detailFunding overview
Funding rounds10 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Back to the Roots M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Back to the Roots
What does Back to the Roots do?
Back to the Roots designs, manufactures, and sells certified organic gardening products for indoor and outdoor home growing, including mushroom grow kits, hydroponic and aquaponic systems, microgreens and kids grow kits, organic heirloom seeds, and a full line of 100% organic, peat-free soils (potting mix, raised bed mix, garden soil, compost, mulch, mushroom compost) plus soil amendments and plant food. Products are sold across more than 10,000 retail locations and through a direct-to-consumer e-commerce site.
Is Back to the Roots a public or private company?
Back to the Roots is a private company. It is classified as venture growth investor backed and is currently operating.
When was Back to the Roots founded?
Back to the Roots was founded in 2009. It employs 11 to 50 people.
Where is Back to the Roots based?
Back to the Roots is headquartered in Oakland, United States, in the North America region.
How does Back to the Roots make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution and bulk/Commercial Sales.
Who are Back to the Roots's main competitors?
Broad incumbents on record are Hydrofarm, Scotts Miracle-Gro and Miracle-Gro (Scotts Miracle-Gro). Direct peers are Espoma Organic, AeroGarden (Scotts Miracle-Gro), Ferry-Morse, Bonnie Plants, Burpee (Ball Horticultural) and Gardener's Supply Company. Click & Grow is listed as an emerging player.
Does Back to the Roots have an API?
No public API is recorded for Back to the Roots.
What industry is Back to the Roots in?
Back to the Roots's product category is Organic Gardening Products. Its primary akta.pro industry code is CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers), with a secondary code of CRAIAIAC, Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail. Its NAICS code is 44424 and its SIC code is 5200.