NaturaLawn of America

Name

NaturaLawn of America

Legal name

NaturaLawn of America, Inc.

Website

https://naturalawn.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Organic Lawn Care Services

NAICS

Landscaping Services (561730)

SIC

Agricultural Services (700)

akta.pro primary industry

Organic & Eco-Friendly Lawn Treatments (HSAIAGAH)

akta.pro secondary industries

Organic Mosquito/Tick/Flea Control (Eco Yard Programs) (HSAMALAG), Eco-Friendly/Organic Outdoor Pest Control (Botanical, Beneficials, IPM) (HSAIANAJ), Lawn Nutrition & Biostimulants (Compost Tea, Humic/Fulvic, Microbes) (HSAIAGAF), Tree & Shrub Fertilization & Plant Health Care (PHC) (HSAIAGAG), Organic/Green General Pest Control Treatments (HSAMAAAJ)

Keywords

• Organic lawn care
• Natural fertilization
• Integrated pest management
• Residential lawn services
• Lawn pest control

Headquarters

HQ city

Frederick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Lawn Care Services: Recurring lawn care service programs including fertilization, pest control, aeration, and seeding delivered through a franchise network. Services are customized to individual lawn needs and delivered on a scheduled basis by local technicians.
2. Specialized Treatment Programs: Additional services including Deer Repellent, Fire Ant Control, Flea & Tick Control, Grub Control, Mole Control, Mosquito Ranger, Perimeter Pest Control, Tree & Shrub Service, and Ice Melt products.
3. Aeration & Seeding Services: Core aeration and overseeding services to improve lawn quality, with double aeration recommended in crisscross pattern for optimal seed contact.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

NaturaLawn of America delivers organic-based lawn care services through a franchise network, offering customized fertilization, natural pest control, aeration, seeding, and specialty treatment programs. The company's services are designed for residential lawns—particularly those of families with children and pets—using organic-based fertilizers and Integrated Pest Management (IPM) practices rather than traditional chemical treatments.

Product overview

NaturaLawn of America is an organic-based lawn care franchise system offering a comprehensive suite of lawn care services centered around environmentally responsible, pesticide-free treatments. The core product is the Lawn Care Service, complemented by specialized services including Aeration & Seeding, and add-on pest control programs. The company operates several sub-brands: Mosquito Ranger (mosquito control), Tick Ranger (tick control), Natural Alternative (ice melt products), and Ice Melt (winter safety products). The portfolio also includes targeted services for specific pest problems (Deer Repellent, Fire Ant Control, Flea & Tick Control, Grub Control, Mole Control, Perimeter Pest Control), lawn diseases (Necrotic Ring Spot Control), specialty care (Rose Care Program), and Tree & Shrub Service. All services emphasize organic-based fertilizers and natural pest control methods, using customized programs rather than one-size-fits-all chemical treatments. Founded in 1987, the company services over 100,000 customers across 24 states and DC through a franchise network.

Differentiator

Problem solved

Functional benefit

Brands

• Mosquito Ranger: Mosquito control service brand providing all-natural mosquito treatment to allow families to enjoy outdoor spaces without mosquitoes.
• Tick Ranger
• Natural Alternative Ice Melt

Products and services

• Lawn Care Service Core customized organic-based lawn care program for households with children and pets, promoting healthy soil and lawn to deter pests naturally through scheduled treatments by licensed technicians.
• Aeration & Seeding Combined aeration and overseeding service performed in a double crisscross pattern to improve seed-to-soil contact, lawn density, and overall lawn health.
• Aeration Standalone lawn aeration service to relieve soil compaction and promote healthy root growth.
• Mosquito Ranger Branded sub-brand offering natural mosquito control treatments designed to reduce mosquito populations while protecting beneficial insects such as honeybees.
• Tick Ranger Branded sub-brand tick control service using organic spray treatments applied monthly beginning in April to reduce tick populations and tick-borne disease risk for families and pets.
• Natural Alternative Ice Melt Environmentally friendly ice melt product for safer winter walkway maintenance, sold under the Natural Alternative sub-brand.
• Fire Ant Control Service to control and eliminate fire ant infestations from residential lawns using NaturaLawn's organic-based treatment approach.
• Flea & Tick Control Yard treatment service using organic-based methods to control fleas and ticks for pet and family safety.
• Grub Control Service to control lawn grubs and prevent resulting turf damage using organic-based treatments.
• Mole Control Service to manage and control mole activity in residential lawns.
• Perimeter Pest Control Service creating a pest-repelling barrier around the perimeter of residential properties using organic-based products.
• Deer Repellent Program Program designed to repel deer from lawns and landscapes.
• Tree & Shrub Service Organic-based service for maintaining and protecting ornamental trees and shrubs in residential landscapes.
• Rose Care Program Specialized program for maintaining healthy rose gardens using organic-based treatments.
• Necrotic Ring Spot Control Specialized organic-based treatment service for necrotic ring spot fungal infection in lawns.
• Athletic Fields Specialized organic-based lawn care services designed for athletic fields and sports turf, providing safer playing surfaces with reduced chemical exposure.

Quantifiable outcome

• Uses 85% less chemicals and pesticides compared to traditional lawn care
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Greenscapes Alliance Partnership (EPA)coreStrategic or Co-development Partner · 1 January 2006As a Greenscapes Alliance Partner with the Environmental Protection Agency since 2006, NaturaLawn of America has been committed to helping reduce, reuse or recycle wastes and resources in the land management industry. This partnership demonstrates the company's environmental leadership and commitment to sustainable practices.
• Pesticide Environmental Stewardship Program (PESP)coreStrategic or Co-development Partner · 1 January 2004Established in 1994, PESP is an EPA partnership program that works with the nation's pesticide-user community to promote Integrated Pest Management (IPM) practices. NaturaLawn of America has been a Silver Member since 2004.
• Virginia Department of Conservation and RecreationcoreStrategic or Co-development Partner · 1 January 1996The Virginia Department of Conservation and Recreation runs the Water Quality Improvement Agreement Program for urban lawn care retailers and companies. Since 1996, NaturaLawn of America has been recognized for their offering of environmentally responsible products and services. Voluntary participation leads to reduced nutrient loss to Virginia's ground and surface waters, including the Chesapeake Bay.
• Chesapeake Bay FoundationcoreStrategic or Co-development PartnerNaturaLawn of America is a long-standing member and supporter of the Foundation's mission to reduce pollution and protect the Bay's watershed. The partnership aligns with the company's environmental focus and Virginia market presence.
• American Animal Hospital Association (AAHA)minorStrategic or Co-development PartnerCustomer relationships with veterinarians whose practices are AAHA accredited. This partnership supports NaturaLawn's positioning as a pet-safe lawn care alternative.
• Green Hotels AssociationminorChannel Partner/ Reseller/ DistributorListed as an approved vendor/ally member under the 'GARDEN PRODUCTS, ORGANIC Beneficial Insects and Organisms' category. 'Green' Hotels are environmentally friendly properties seeking to protect the earth through sustainable practices.
• Maryland Pesticide NetworkminorStrategic or Co-development PartnerNaturaLawn of America has donated products and/or services to assist the Maryland Pesticide Network and the State of Maryland in helping to launch its 'Landscaping Smarter' website, which promotes Bay-friendly lawn care that is pesticide-free.
• The Aleethia FoundationminorOthersNaturaLawn of America is a proud sponsor of the Aleethia Foundation. The Foundation's mission is to support newly injured service members with short-term therapeutic recreation, small financial grants, family emergency aid, assistive technology items, home improvements to assist with mobility, and other unmet needs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TruGreen: The largest residential lawn care company in the United States, offering fertilization, weed control, and pest management services through a national branch network. Directly comparable as a recurring-service residential lawn care provider, but TruGreen operates company-owned branches at significantly greater scale.
• Lawn Doctor: National franchise lawn care company offering fertilization, weed control, and pest management services to residential customers. Closely comparable franchise-based GTM motion and service portfolio.
• Weed Man USA: National franchise lawn care provider specializing in fertilization and weed control for residential customers. Directly comparable franchise model and recurring service offering.
• Spring-Green Lawn Care: Franchise-based lawn care company offering fertilization, weed control, and related services to residential customers. Closely comparable in franchise structure, service mix, and target market.
• SavATree: National tree, shrub, and lawn care company offering organic and eco-friendly treatment programs to residential and commercial customers. Comparable in service portfolio and in environmentally conscious positioning.

Broad incumbents

• Scotts LawnService: Historical direct competitor operated under Scotts Miracle-Gro; brand now consolidated into broader consumer lawn care offerings. Comparable as a national residential lawn care service brand, though now positioned within a much larger parent portfolio.
• Davey Tree Expert Company: Large, established tree care and lawn service company serving residential, commercial, and utility customers. Overlaps with NaturaLawn's tree and shrub service line and offers comparable recurring lawn programs as part of a broader portfolio.
• Bartlett Tree Experts: National tree and shrub care company with supplemental lawn services. Comparable as a high-touch, scientifically driven outdoor care provider, though tree-care centric rather than lawn-centric.

Emerging players

• LawnStarter: Tech-enabled marketplace connecting homeowners with local lawn care providers. Comparable end customer and service category, but a fundamentally different (digital marketplace) GTM motion that pressures traditional franchise economics.

Regional players

• King Green Lawn Care: Mid-Atlantic regional lawn care company offering organic-based fertilization and pest control programs. Comparable eco-friendly positioning and service mix, but operates at smaller scale and limited geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/NaturaLawn
• Facebookfacebook.com/naturalawn
• LinkedInlinkedin.com/company/naturalawn-of-america
• Instagraminstagram.com/naturalawn

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 NaturaLawn of America