Piantando
Piantando Società Benefit is a Milan-based Benefit Corporation and B Corp (founded 2019) that sells sustainability-linked products — succulents, cultivation kits, and waste-cleanup kits — each linked via a unique certification code to in-house environmental and social projects (reforestation, water wells, waste collection) for individual consumers and corporate CSR clients.
- Company typePrivate
- Founded2019
- HeadquartersMilano, Italy
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Piantando does
Piantando Società Benefit is a Milan-based Benefit Corporation and B Corp founded in 2019 that sells physical sustainability products — primarily succulent plants in hand-crafted ceramic pots from Castelli, Italy (€26.90–€42.90), cultivation kits (€21.90–€29.90), Plastic Pull waste-collection kits (€10.90), ambassador sets (€14.90), and digital gift cards (€15–€40) — through a direct-to-consumer e-commerce platform at shop.piantando.it. Each product carries a unique code that customers register at code.piantando.it to receive a digital certificate documenting their contribution to one of five in-house managed projects: Silva (reforestation in Abruzzo, 3,000+ trees planted), Il Pozzo dei Desideri (five water wells in Malawi serving 250+ people), Plastic Pull (95+ tonnes of waste collected across Italy), Light Up (village electrification in Malawi), and Bird House (smart bird-nest adoption).
The underlying technology is a relatively conventional e-commerce stack supplemented by a code-to-project registration and certification workflow — a traceability layer that links each SKU to a documented impact project. Differentiation comes less from the technology itself than from direct project ownership and ongoing monitoring, which produces the audit-ready impact data the firmographic profile flags as relevant to EU CSRD corporates reporting under ESRS E4 (biodiversity) and ESRS E5 (waste). Distribution combines a DTC e-commerce storefront, a dedicated B2B portal at business.piantando.it, an event-favors (bomboniere) channel, and a growing roster of corporate partnerships (Bennet loyalty program, Weleda, Chiesi Farmaceutica, Yakult, Segafredo Zanetti, Torvis/Parmalat, Lamb Weston, OverIT, Wilkinson Sword, Everel) that integrate Piantando products into CSR initiatives, employee gifting programs, and loyalty catalogs.
Revenue mechanics are primarily transactional product sales (one-time license model) supplemented by professional-services B2B engagements with corporates; pricing is unit-based across all SKUs, with free domestic shipping over €49 and paid international shipping to ten European markets. The business is privately held, bootstrapped-with-bolts approach evidenced by five small funding rounds totaling ~$1.24M (largest ~$541K in 2023), a 1–10 employee headcount, and leadership consisting of CEO/co-founder Andrea Evangelista and CTO/co-founder Chiara Riente.
Piantando firmographics
Firmographics- Name
- Piantando
- Legal name
- Piantando Società Benefit
- Website
- https://piantando.it
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Piantando Società Benefit is a Milan-based Benefit Corporation and B Corp (founded 2019) that sells sustainability-linked products — succulents, cultivation kits, and waste-cleanup kits — each linked via a unique certification code to in-house environmental and social projects (reforestation, water wells, waste collection) for individual consumers and corporate CSR clients.
- Ownership category
- akta.pro rank
Piantando industry classification
Industry- Product category
- Sustainable consumer goods
- NAICS
- Florists (45931), Nursery and Floriculture Production (11142)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Floral & Event Installations (HSACAAAC)
- akta.pro secondary industries
- Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL), Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
Keywords
Where Piantando is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Piantando business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Direct sales of succulent plants in hand-crafted ceramic pots, cultivation kits, ambassador sets, and Plastic Pull cleanup kits through their e-commerce platform. Products range from 10.90€ to 42.90€.
- Gift Cards: Digital gift cards available in fixed amounts (15€, 25€, 30€, 40€) or custom values, redeemable for future purchases on the platform.
- Corporate Partnerships: B2B services where companies partner with Piantando for CSR initiatives, employee gifts, and loyalty program integrations. Companies receive branded products linked to environmental/social projects.
- Event Favors (Bomboniere): Special occasion favors for weddings and events, where guests receive plants that support environmental projects, combining celebration with social impact.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Succulent plants in hand-crafted ceramic pots |
| Unit Pricing | Pay-as-you-go | Cultivation kit with seeds and growing materials |
| Unit Pricing | Pay-as-you-go | Ambassador set with bag and badge |
| Unit Pricing | Pay-as-you-go | Plastic Pull cleanup kit with bags, gloves, bag and badge |
| One time/ perpetual license | Pay-as-you-go | Digital gift cards for future purchases |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
Piantando product offering
Product offeringCore offering
Piantando operates an e-commerce platform that sells succulent plants in hand-crafted ceramic pots from Castelli (Italy), seed cultivation kits, ambassador sets, gift cards and Plastic Pull waste-collection kits. Each product carries a unique registration code that links the purchase to one of five sustainability projects (Silva reforestation in Abruzzo, Il Pozzo dei Desideri wells in Malawi, Plastic Pull waste collection, Light Up village electrification, Bird House nest adoption), with ongoing monitoring and impact reporting delivered via the code-registration portal. The company also offers corporate CSR partnerships, employee gifting programs, loyalty-program integrations and event favors (bomboniere) for weddings and celebrations.
Product overview
Piantando is a Benefit Corporation (Società Benefit) and B Corp that operates an e-commerce platform selling sustainable products—primarily succulent plants in hand-crafted ceramic vases from Castelli, Italy, along with cultivation kits, ambassador sets, gift cards, and waste collection kits. Each product is linked to one of five environmental/social projects: Silva (tree planting/reforestation in Abruzzo), Il Pozzo dei Desideri (water wells in Malawi), Plastic Pull (waste collection in Italy), Light Up (village electrification in Malawi), and Bird House (smart birdhouse adoption). Customers receive a unique code with each purchase that can be registered online to certify their commitment and receive project updates over time. The company also offers corporate partnerships and event favors (bomboniere) as business offerings.
Differentiator
Problem solved
Functional benefit
Brands
- Il Pozzo dei Desideri: Project focused on constructing water wells in Malawi to provide safe water access to thousands of people.
- Silva
- Plastic Pull
- Bird House
Quantifiable outcome
- Over 95 tonnes of waste collected in under one year through Plastic Pull network
- +2 more outcomes
Companies that use Piantando
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Piantando technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Piantando partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Lamb WestonminorLamb Weston, a global leader in frozen potato products, supported the Plastic Pull project during their Sustainability Days 2022 event. The partnership involved waste collection activities and distribution of Plastic Pull kits to event participants, contributing to removal of 300kg of waste from Italian beaches, parks and roads.
- WeledacoreWeleda, a multinational company producing natural cosmetics and naturopathic medicines, partnered with Piantando for their global Save Earth's Skin marketing campaign. The partnership funded planting of 2,000 native fruit trees (apple, pear, hazelnut, chestnut, olive, pomegranate) in Abruzzo through the Silva project, promoting regenerative agriculture.
- OverITcoreOverIT, a leader in Field Service Management software solutions, gifted Piantando plants to all employees for Christmas 2021 as part of their Giving back to our community mission. These gifts funded construction of a potable water well in Chiwondo village, Malawi, providing water access to over 250 people.
- Segafredo ZanetticoreSegafredo Zanetti, a coffee roasting company specializing in coffee, pods and capsules since 1973, partnered with Piantando for their Natura project. The partnership planted 1,000 native trees in Abruzzo through the Silva project in 2022, coinciding with launch of their Segafredo Natura Bio product line.
- Torvis (Gruppo Parmalat)coreTorvis, a milk brand from Gruppo Parmalat sourced from selected farms in Friuli Venezia Giulia, partnered with Piantando for their L'Oasi del Riciclo contest. The partnership collected 10,000 kg of waste from Italian beaches, roads and parks in 2022 through Plastic Pull, with project details featured on Torvis packaging.
- Wilkinson SwordminorWilkinson Sword, a company founded in 1772 producing knives and razors, partnered with Piantando for their GoGreen contest. Participants could win Piantando succulent plants with each plant linked to a tree planted in the Silva reforestation project in Italy, with electric bikes from Atala also offered as prizes.
- EverelcoreEverel, a global leader in electromechanical components for appliances and industrial equipment, partnered with Piantando for employee birthday gifts. Employees received succulent plants supporting projects including Fundacion Reforestemos, Il Pozzo dei Desideri, or L'isola di Amantani, with project updates provided over time.
- Chiesi FarmaceuticacoreChiesi Farmaceutica, an Italian multinational biopharmaceutical company based in Parma, partnered with Piantando for their We ACT (We Actively Care for Tomorrow) program. Employee event gifts were paired with trees planted in the Silva project in Abruzzo, with Piantando plants given as physical gifts accompanying each tree.
- BennetcoreBennet, a leading large-scale retail chain with 70 hypermarkets across Northern Italy, partnered with Piantando for their Bennet Club loyalty program. Customers can redeem accumulated reward points for Piantando cultivation kits supporting projects including Fundacion Reforestemos, Il Pozzo dei Desideri, and L'isola di Amantani.
- YakultcoreYakult, a company producing probiotic beverages consumed by over 40 million people in 40 countries daily, partnered with Piantando for Christmas 2021 employee gifts. Each gift funded tree planting in the Silva project in Abruzzo, with Piantando plants accompanying each tree planted.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Piantando competitors and assessment
Company assessmentDirect peers
- Treedom: Florence-based platform that sells products and gift packages linked to the planting of trees, with each tree geotagged and tracked online. Closest direct peer to Piantando — same Italian origin, same product-with-traceable-impact model, and same plant/code storytelling.
- Plant-for-the-Planet: Global youth-led initiative that crowdsources tree planting and offers gifts/certificates tied to reforestation. Comparable to Piantando in the tree-planting-as-gift model and the issuance of a certificate per donation.
- One Tree Planted: Nonprofit that runs reforestation projects globally and accepts corporate partnerships and gifting tied to verified tree planting. Comparable to Piantando's Silva project in that each gift funds a real, trackable tree and supports corporate ESG partnerships.
- tentree: Canadian sustainable apparel brand that plants 10 trees per item sold and offers impact tracking via product codes. Comparable to Piantando in product-impact pairing, code-driven certification, and use of impact as the core brand promise.
Emerging players
- Ecosia: Berlin-based search engine that uses ad revenue to fund tree-planting projects and publishes monthly financial/project receipts. Overlap with Piantando in transparency-first sustainability narrative and in turning a consumer activity into funded environmental impact.
- Goodera: Corporate-impact platform enabling employee volunteering, donations, and ESG reporting. Comparable to Piantando on the corporate-sustainability-program side and as a potential incumbent threat to its CSRD-data aspirations.
- Watershed: US enterprise-grade climate and ESG data platform purpose-built for CSRD/ESRS disclosure and audit-grade reporting. Most direct competitor to Piantando's stated repositioning as a primary biodiversity and waste data provider for EU corporates.
Regional players
- LifeGate: Italian sustainability media and platform offering impact products, carbon-offset projects, and corporate sustainability services. Comparable to Piantando as an Italian counterpart with B2B sustainability offerings and broader scope (media + projects + consulting).
Broad incumbents
- Benevity: Established North-American corporate CSR and employee-engagement platform used by large enterprises for giving, volunteering, and grantmaking. Adjacent competitor for the B2B CSR/employee-gifting budget that Piantando currently captures through direct partnerships.
- myclimate: Swiss climate-protection foundation offering carbon offsetting, certified projects, and corporate sustainability programs with traceable certificates. Comparable to Piantando in project-based certified impact and corporate partnership program structure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Piantando social profiles
Digital presencePiantando financial estimates
Financial estimateRevenue estimate
Valuation estimate
Piantando leadership team
Management profileNumber of profiles
Profiles2 records
Piantando funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Piantando 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 Piantando
What does Piantando do?
Piantando operates an e-commerce platform that sells succulent plants in hand-crafted ceramic pots from Castelli (Italy), seed cultivation kits, ambassador sets, gift cards and Plastic Pull waste-collection kits. Each product carries a unique registration code that links the purchase to one of five sustainability projects (Silva reforestation in Abruzzo, Il Pozzo dei Desideri wells in Malawi, Plastic Pull waste collection, Light Up village electrification, Bird House nest adoption), with ongoing monitoring and impact reporting delivered via the code-registration portal. The company also offers corporate CSR partnerships, employee gifting programs, loyalty-program integrations and event favors (bomboniere) for weddings and celebrations.
Is Piantando a public or private company?
Piantando is a private company. It is classified as venture growth investor backed and is currently operating.
When was Piantando founded?
Piantando was founded in 2019. It employs 1 to 10 people.
Where is Piantando based?
Piantando is headquartered in Milano, Italy, in the Europe region.
How does Piantando make money?
Four revenue lines are on record. Product Sales are the primary driver. The others are gift Cards, corporate Partnerships and event Favors (Bomboniere).
Who are Piantando's main competitors?
Direct peers on record are Treedom, Plant-for-the-Planet, One Tree Planted and tentree. Emerging players are Ecosia, Goodera and Watershed. LifeGate is listed as a regional player. Broad incumbents are Benevity and myclimate.
Does Piantando have an API?
No public API is recorded for Piantando.
What industry is Piantando in?
Piantando's product category is Sustainable consumer goods. Its primary akta.pro industry code is HSACAAAC, Floral & Event Installations, with a secondary code of BPAGALAL, Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support). Its NAICS code is 45931 and its SIC code is 5200.