What Richgro does

Richgro is a fourth-generation, 100% Australian family-owned manufacturer and supplier of garden care products, founded in 1916 and headquartered in Jandakot, Western Australia. The company operates a broad portfolio spanning fertilisers (Black Marvel, Organics, Cresco), soils and potting mixes, pest and disease control (Bug Killa, Beat-A-Bug, Black Spot & Fungus Killa), weed control, water-management products (EZI-WET soil wetters with Smart Approved WaterMark accreditation), and mulches, serving Australian home gardeners via national retail distribution (major hardware and gardening chains including a Bunnings-exclusive Tomato & Vegetable Grow Bag) and direct e-commerce.

The business is supported by a circular-economy manufacturing footprint anchored by an onsite Anaerobic Digestion Plant that has generated 60.130 GWh of renewable electricity and diverted 185,307+ tonnes of waste from landfill. A separate Richgro Landscape & Commercial division in Landsdale, WA supplies bulk certified soils (AS4419), mulches (AS4454), and growing media to landscapers, growers, councils, and commercial resellers. The company is ISO 9001 quality endorsed, partners with the University of Western Australia on horticultural research, and has run a brand-ambassador programme with Better Homes & Gardens presenter Charlie Albone since 2018.

Richgro generates revenue through one-time consumer product sales at retail and online, plus quote-based commercial/bulk sales, and corporate sponsorship tiers (Bronze AUD 150 to Platinum AUD 1,000). Distribution is exclusively domestic (Australia), with no public listing, no disclosed external institutional investors, and a privately held capital structure that has remained under continuous family ownership for four generations. The company employs 251-500 people across its Jandakot headquarters and Landsdale commercial office.

Name

Richgro

Legal name

Richgro

Website

https://richgro.com.au

Company type

Private

Founded year

1916

Operating status

Operating

Headcount range

251–500 employees

Short description

Richgro is a fourth-generation Australian family-owned manufacturer of garden care products — fertilisers, soils, pest and weed control, and water-management solutions — serving home gardeners via national retail and a dedicated Landscape & Commercial division.

Ownership category

akta.pro rank

Product category

Garden Care Products

NAICS

Fertilizer and Compost Manufacturing (32531), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

akta.pro secondary industry

Irrigation, Hoses & Watering Systems Retail (CRAIAIAD)

Keywords

• Garden fertilisers
• Potting mixes
• Soil conditioners
• Pest control products
• Weed control solutions

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Sale of garden products (fertilisers, soils, pest control, mulches, weed control, waterwise products) through major hardware and gardening retailers nationally. One-time purchase model for individual products.
2. E-commerce Sales: Direct online sales to consumers through richgro.com.au shop, offering products delivered to customers.
3. Commercial/Bulk Sales: Bulk soil, mulch, fertiliser and related products sold to commercial clients including landscapers, growers, councils, and other organizations through the Richgro Landscape & Commercial division.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Richgro manufactures and supplies a comprehensive range of garden care products including fertilisers, soil conditioners, potting mixes, mulches, insecticides, fungicides and weed control products sold under sub-brands such as Black Marvel, Bug Killa, Beat-A-Bug, EZI-WET and Cresco. The company serves both home gardeners through national retail and e-commerce and commercial operators via a dedicated Landscape & Commercial division offering bulk soils, mulches and certified growing media.

Product overview

Richgro is an Australian family-owned garden products company founded in 1916, offering a comprehensive portfolio of consumer and commercial garden care solutions. The product range includes fertilisers (with the premium Black Marvel sub-brand featuring Rose & Flower Food, Fruit & Citrus Food, and Tomato & Vegetable Food in both granular and liquid concentrate forms), soil amendments (Black Marvel Premium Garden Compost, Gypsum Clay Breaker, Rock Mineral Fertiliser, Bentonite Sand to Soil), potting mixes (Black Marvel Premium Potting Mix, Expert Gardener specialty mixes, Tomato & Vegetable Grow Bag), pest and disease control (Beat-A-Bug natural sprays, Bug Killa granular insecticide, Black Spot & Fungus Killa, Caterpillar/Grasshopper/Millipede Killer), weed control (Beat A Weed Natural Weedkiller, Tree & Blackberry Weedkiller), water management products (Ezi-Wet soil wetters and water storage crystals), and mulches (Natural Pinebark Mulch, Natural Hard Wood Mulch). The company also operates a commercial division (Richgro Landscape & Commercial) supplying bulk soils, certified soil mixes (Landscape Mix AS4419, Native Mix AS4419), commercial mulches (Enviro Mulch, Sandgroper Mulch AS4454), turf products, and specialist growing media to landscapers, councils, nurseries, and commercial growers. Richgro positions itself on quality, Australian manufacture, sustainability (waste diversion and anaerobic digestion), and environmental responsibility with organic and natural product options.

Differentiator

Problem solved

Functional benefit

Brands

• Black Marvel: Premium product range including Black Marvel Garden Compost, Black Marvel Potting Mix, Black Marvel Rose & Flower Food, Black Marvel Fruit & Citrus Food, and Black Marvel Tomato & Vegetable Food. Available in both granular and liquid concentrate formulations.
• Bug Killa
• Beat-A-Bug
• EZI-WET
• Cresco
• Richgro Landscape & Commercial

Products and services

• Black Marvel Rose & Flower Food Premium granular fertiliser high in potash for vibrant, long-lasting blooms; contains iron for deep green leaves and strong roots.
• Black Marvel Rose & Flower Food Concentrate Fast-acting liquid concentrate absorbed through leaves and roots for rapid nutrient delivery during peak growing season.
• Black Marvel Fruit & Citrus Food Granular fertiliser with chelated iron for glossy green leaves and high potash for abundant, healthy fruit production.
• Black Marvel Fruit & Citrus Food Liquid Rapidly absorbed liquid fertiliser for fruit and citrus, applied via foliar spray or root watering every 7-10 days.
• Black Marvel Tomato & Vegetable Food Concentrate Liquid concentrate high in potash for plentiful vegetables, with added iron and trace elements for rich green leaves; makes up to 450L.
• Black Marvel Premium Garden Compost Premium blend of fully composted organics enriched with nutrients and packed with microbial life to improve soil structure.
• Black Marvel Premium Potting Mix Red Tick Australian Standard certified premium potting mix high in iron and potash, with six months of controlled release fertiliser and built-in soil wetter.
• Blood and Bone Based Premium Fertiliser Plus Organic-based fertiliser supporting strong root development with slow release of nutrients over time.
• Tomato & Vegetable Planting Mix Grow Bag Pre-filled grow bag with potting mix and additives for growing tomatoes, vegetables, herbs and salad greens in small spaces; exclusive to Bunnings.
• Beat-A-Bug Naturally Based Insect Spray Natural insect spray made from chilli and garlic ingredients; effective against aphids, caterpillars and common garden pests on edible plants.
• Beat A Weed Natural Weedkiller Natural weedkiller for effective weed control in gardens without harsh chemicals.
• Bug Killa Granular Garden Insecticide Systemic granular insecticide providing 2 months extended protection against sucking insects including azalea lace bug, aphids, mealybug and scale; contains iron and zeolite.
• Black Spot & Fungus Killa Systemic granular fungicide controlling black spot, powdery mildew and rust; applied dry around plant base with no mixing required.
• Natural Pinebark Mulch Natural pine bark mulch for locking in soil moisture, cooling soil, reducing weed competition and improving soil structure.
• Ezi-Wet Granulated Soil Soaker Granular wetting agent breaking down water-repellent barriers in hydrophobic soil; effective for up to 6 months with Smart Approved WaterMark accreditation.
• Ezi-Wet Liquid Soil Soaker Ready-to-use hose-on liquid soil wetter for quick water absorption and uniform distribution across lawns and garden areas.
• EZI-WET Water Storage Crystals Crystals that hold moisture in potting mix for plants to draw on during hot weather and heatwaves.
• Gypsum Clay Breaker Natural soil improver helping improve heavy clay soils by bringing soil particles together for better water penetration; contains calcium for root development.
• Rock Mineral Fertiliser & Soil Improver Natural slow-release sustainable fertiliser containing Australian volcanic minerals and rock phosphorus; releases trace elements and contains beneficial microbes.
• Bentonite Natural Sand to Soil Blend of natural minerals with Bentonite Clay to improve sandy soil structure for better water and nutrient retention.
• Caterpillar, Grasshopper & Millipede Killer Insecticide for control of caterpillars, grasshoppers, millipedes and various insect pests on ornamentals, non-crop plants and turf.
• Organics Fruit & Citrus Plant Food Organic fertiliser for fruit and citrus trees providing balanced nutrition for healthy growth and fruiting.
• Organics Rose & Flower Plant Food Organic fertiliser formulated for roses and flowering plants to promote abundant blooms and healthy foliage.
• Organics Vegetable & Tomato Plant Food Organic fertiliser for vegetables and tomatoes supporting strong plant growth and abundant harvests.
• Organics Native & Protea Plant Food Low-phosphorus organic fertiliser specifically formulated for Australian native plants and proteas.
• Organics Palm & Fern Plant Food Organic fertiliser for palms and ferns supporting lush tropical foliage growth.
• Organic Compost All Purpose General purpose organic compost for improving garden soil structure and fertility.
• Organic Chicken Manure Organic chicken manure fertiliser for enriching garden soil with natural nutrients (WA only).
• Organic Sheep Manure Organic sheep manure for improving soil structure and providing natural nutrition (WA only).
• Expert Gardener Perlite Horticultural perlite for improving soil drainage and aeration in potting mixes and garden beds.
• Expert Gardener Vermiculite Horticultural vermiculite for water retention and nutrient storage in potting mixes.
• Expert Gardener Cactus & Succulent Mix Specialty potting mix formulated for cacti and succulents with excellent drainage properties.
• Expert Gardener Seed & Cutting Mix Fine-grade potting mix ideal for germinating seeds and rooting plant cuttings (WA only).
• Dolomite Lime Natural magnesium boost for correcting soil pH and providing essential calcium and magnesium.
• Garden Lime Natural soil sweetener for raising soil pH in acidic gardens.
• Sulphate of Ammonia Fast-acting nitrogen fertiliser for greening lawns and promoting rapid plant growth.
• Sulphate of Potash Potassium fertiliser for fruit and flower development; promotes disease resistance and hardiness.
• Ant Killa Ant control product creating strong barriers to stop ants entering outdoor areas.
• Ant Killa Gel Gel formulation for targeted ant control in and around the home.
• Lawn Beetle & Grub Killa Granular and hose-on formulations for control of lawn beetles and grubs damaging grass.
• Tree & Blackberry & Woody Weedkiller Specialist herbicide for controlling woody weeds, trees and Blackberry plants.
• Natural Hard Wood Mulch Natural hardwood mulch for moisture retention, temperature regulation and weed suppression.
• Eco Media Commercial-grade growing media for landscaping and commercial applications.
• Enviro Mulch Commercial mulch product for landscape and commercial projects.
• Turf Mix 70/30 Premium turf mix for establishing and maintaining professional turf surfaces.
• Landscape Mix (AS4419 Certified) Certified soil mix meeting AS4419 standards for landscape applications.
• Native Mix (AS4419 Certified) Certified soil mix meeting AS4419 standards, formulated for Australian native plants.
• Sandgroper Mulch (AS4454 Certified) Certified mulch meeting AS4454 standards, suitable for Western Australian conditions.
• Tree Planting Mix Specialist soil mix for establishing trees in landscape and commercial projects.
• EZI-WET Professional Grade Granulated Soil Wetter 20kg Professional strength granular soil wetter in 20kg packaging for large-scale commercial applications.

Named customers11 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Charlie Albone (Brand Ambassador)coreGTM or Marketing Partner · 1 January 2018Award-winning landscape designer and TV presenter on Better Homes & Gardens. Partner since 2018, creating explainer videos, blog posts, and newsletter articles to help gardeners use Richgro products effectively.
• University of Western Australia (UWA)coreStrategic or Co-development PartnerRichgro collaborates closely with UWA on cutting-edge research and practical industry applications in sustainable gardening and horticulture. This partnership supports product development and innovation.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Yates: Yates is one of Australia's most iconic garden care brands, manufacturing and retailing fertilisers, pest control, potting mixes and seeds through national hardware and garden chains. It is the closest direct peer to Richgro across category, channel, and customer base in the Australian market.
• Seasol: Seasol manufactures and distributes seaweed-based plant tonics, fertilisers, and soil conditioners primarily through Australian garden retailers. It competes head-to-head with Richgro in the premium organic/natural plant-care segment and shares a similar national retail distribution model.
• Neutrog: Neutrog is an Australian-owned manufacturer of organic fertilisers, soil conditioners and biological products, including the popular 'Sudden Impact for Roses' range. It overlaps directly with Richgro's organic, Black Marvel and soil-amendment lines and targets similar professional and consumer channels.
• Debco: Debco is a long-established Australian manufacturer of potting mixes, soils and growing media, distributed nationally through hardware and garden retailers. It is a direct peer to Richgro in potting mixes, composts and bulk landscaping growing media, particularly in the consumer and trade channels.
• Amgrow: Amgrow is an Australian-owned manufacturer and distributor of garden care products including fertilisers, pest control, and lawn care sold through hardware retailers. It is a direct peer to Richgro across product mix, manufacturing footprint, and national retail channel strategy.

Broad incumbents

• Scotts Miracle-Gro: Scotts Miracle-Gro is the global leader in consumer lawn and garden care, including fertilisers, soils and pest control under brands such as Miracle-Gro, Osmocote and Scotts. While not Australia-domiciled, it competes in the same categories at scale and represents the principal broad incumbent peer.
• ICL Group (Osmocote): ICL Specialty Fertilizers manufactures Osmocote controlled-release fertilisers and a broad range of professional and consumer plant nutrition products. It is a direct peer to Richgro in fertiliser chemistry, particularly controlled-release and crop/landscape nutrition, and competes in both retail and commercial horticulture channels.
• Premier Tech: Premier Tech is a global manufacturer of peat-based and engineered growing media, fertilisers, and landscape products sold under brands such as PRO-MIX. It is a direct peer to Richgro in bulk commercial growing media and certified landscape/native mixes, particularly through landscape supply yards.
• Evergreen Garden Care: Evergreen Garden Care (formerly part of SC Johnson and currently owned by Syngenta) manufactures and markets consumer garden care brands including Miracle-Gro (ex-US), Osmocote, and weed/pest products across Europe and Australia. It is a broad incumbent peer overlapping with Richgro across consumer fertiliser, soil and pest categories.

Emerging players

• Earthlife: Earthlife is an Australian manufacturer of microbial and mineral garden products, including rock dust and soil conditioners. It is an emerging niche player competing with Richgro in the natural and sustainable soil-amendment segment, particularly among eco-focused retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCHR638-yLP6GUoxBwufagAw
• Facebookfacebook.com/RichgroGardenProducts
• LinkedInlinkedin.com/company/richgro
• Instagraminstagram.com/richgrogarden
• Pinterestpinterest.com.au/RichgroGardenProducts
• Xx.com/Richgro_Garden

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Richgro