What TERRO does

TERRO is a consumer pest-control brand owned by Woodstream Corporation, Inc., a privately held Pennsylvania corporation headquartered in Lancaster, PA. Founded in 1915 with the introduction of its Liquid Ant Killer, TERRO sells a portfolio of DIY household pest-control products including liquid ant baits (the flagship), perimeter ant granules, ant and roach bait stations, spider and roach glue traps, dust and aerosol sprays, and products targeting fleas, ticks, mosquitoes, fruit flies, moths, and fire ants. The core technology is a borax-based (Sodium Tetraborate Decahydrate) liquid bait formulation that exploits worker-ant bait-sharing behavior to deliver a slow-acting toxicant to the queen and the rest of the colony, paired with patented pre-filled bait station packaging. Several product lines extend the same slow-kill bait-sharing mechanism to roaches (using Abamectin B1) and use waterproof, weather-resistant, or adhesive-backed form-factor innovations to differentiate on ease of use.

The business model is straightforward consumer-products hardware sales. Products are priced individually on a pay-as-you-go basis ($4.29-$16.99 per pack/unit), sold as one-time purchases without subscription, and distributed through a deep U.S. retail network covering hardware (Home Depot, Lowe's), mass merchants (Walmart, Target), food and drug, farm and fleet, and independent garden centers, supplemented by direct-to-consumer e-commerce via terro.com (with Canadian storefront support). The company targets three primary customer segments: individual homeowners (primary), property owners (multi-unit or investment properties), and commercial customers such as restaurants and grocery stores. Marketing is education-led, using a content hub (insect library, solution finder, video library, FAQ), an email newsletter, customer testimonials, and earned-media validation (NYT Wirecutter "Best Ant Killer" two years running). No executive leadership, funding, or management team data is publicly disclosed.

Operationally, TERRO is one brand within Woodstream's "Family of Brands" rather than a standalone company, and there are no public funding rounds, acquisitions, leadership changes, or regulatory actions on record. The brand has not raised venture or PE capital, has no app or digital product, and exposes no APIs or developer-facing platforms. Strategic activity in the 2019-2021 window consisted of an unusually heavy product-launch cadence (more than ten new SKUs across new pest categories), and the most recent visible initiatives are the 2024 Canadian e-commerce expansion and the launch of the TERRO Roach Killing Gel Bait.

Name

TERRO

Legal name

Woodstream Corporation, Inc.

Website

https://terro.com

Company type

Private

Founded year

1915

Operating status

Operating

Headcount range

11–50 employees

Short description

TERRO is a 1915-founded DIY household pest-control brand owned by Woodstream Corporation, selling borax-based liquid ant baits, roach bait stations, perimeter granules, glue traps, and sprays through major U.S. retailers and its own e-commerce site, primarily serving residential homeowners plus property owners and commercial customers.

Ownership category

akta.pro rank

Product category

Consumer Pest Control Products

NAICS

Pesticide and Other Agricultural Chemical Manufacturing (325320)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Insect Baits & Gel Baits (Ant, Roach, etc.) (CRAJAHAB)

akta.pro secondary industries

Insect Traps & Lures (Sticky, Light, Pheromone) (CRAJAHAC), Flea, Tick & Mite Home/Indoor Control (CRAJAHAH), Stored-Product & Pantry Pest Control (Moths, Beetles) (CRAJAHAL)

Keywords

• DIY pest control
• Ant bait products
• Household insecticides
• Insect traps
• Perimeter pest control

Headquarters

HQ city

Lititz

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. DIY Pest Control Products: TERRO generates revenue through selling physical pest control products including liquid ant baits, perimeter ant baits, roach baits, ant dust, spider and insect traps, and spray products. Products are sold as one-time purchases at retail locations and through their e-commerce website.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

TERRO manufactures and sells DIY pest control products for households and small commercial accounts, with the flagship being Borax-based liquid ant bait designed so worker ants carry the slow-acting poison back to the colony to eliminate the queen and the entire infestation. The portfolio spans liquid, granule, powder, aerosol, and glue trap formats targeting ants, roaches, spiders, fleas, ticks, flies, mosquitoes, moths, fire ants, scorpions, and other crawling and flying insects, with both indoor and outdoor use cases. Products are distributed through mass-market retail channels and the company's own e-commerce storefront.

Product overview

TERRO is a DIY home pest control brand offering a comprehensive portfolio of insect control products, primarily centered around ant control since 1915. The core product line consists of liquid ant baits (TERRO Liquid Ant Killer T100-12, TERRO Liquid Ant Baits T300, TERRO Outdoor Liquid Ant Baits T1804-6) that use borax-based sweet liquid to attract and eliminate entire ant colonies. The portfolio extends to multi-purpose baits like TERRO Ant & Roach Baits T360 for dual pest control, and TERRO Multi-Surface Roach Baits T500 for roach-specific treatment. Physical trapping solutions include TERRO Spider & Insect Trap T3206 and TERRO Roach Magnet T256-8 glue traps. Granular and powder formulations for perimeter and crack treatments include TERRO Perimeter Ant Bait Plus T2600, TERRO Ant Dust T600, and TERRO Ant Killer Plus T901-6. Spray products like TERRO Spider & Ant Killer Spray T2303 provide contact kill for immediate control. The brand is part of Woodstream Corporation and is recognized for its bright orange packaging and the gold standard liquid ant bait technology.

Differentiator

Problem solved

Functional benefit

Brands

• TERRO Liquid Ant Baits: Best-selling liquid ant bait products that kill ants and colonies, featuring the signature orange packaging.
• TERRO Perimeter Ant Bait Plus
• TERRO Roach Baits
• Garbage Guard
• Roach Magnet

Products and services

• TERRO Liquid Ant Killer (T100-12) 1 oz bottle of liquid ant bait with 9 cardboard squares for placement; Borax-based formulation attracts ants that carry bait back to the colony to eliminate queen and entire infestation.
• TERRO Liquid Ant Baits (T300) Pre-filled snap-off tab liquid ant bait stations (6 per pack) for indoor ant control; recognized by NYT Wirecutter as Best Ant Killer two consecutive years.
• TERRO Outdoor Liquid Ant Baits (T1804-6) Patented pre-filled outdoor bait stations (4 per pack) with foil-seal activation to prevent drying, weather-resistant for outdoor placement.
• TERRO Perimeter Ant Bait Plus (T2600) 2 lb weather-resistant granular bait shaker canister for outdoor perimeter treatment; kills ants, cockroaches, crickets, earwigs, silverfish, slugs, snails for up to 4 weeks.
• TERRO Ant & Roach Baits (T360) 4-station 2-in-1 pack with sweet liquid ant bait in the top portion and protein-based paste for roaches and silverfish in the bottom portion.
• TERRO Multi-Surface Roach Baits (T500) 6 roach bait stations with protein-based bait, Abamectin B1 (0.05%) active ingredient, multi-surface application with adhesive strips and see-thru top for monitoring.
• TERRO Spider & Insect Trap (T3206) Non-toxic sticky glue traps (4-pack) for spiders (including black widow, brown recluse, hobo), ants, cockroaches, crickets; usable flat or folded, effective up to 3 months.
• TERRO Roach Magnet Baited Insect Traps (T256-8) Pre-baited 8-pack pheromone traps with three entry points, no chemical insecticides; catches roaches, ants, spiders, scorpions, centipedes, crickets, silverfish, palmetto bugs.
• TERRO Ant Dust (T600) 16 oz waterproof powder insecticide in shaker canister with dual opening options; kills ants (including fire, carpenter), cockroaches, spiders on contact and provides up to 8 months residual kill.
• TERRO Spider & Ant Killer Spray (T2303) 16 oz fast-acting aerosol spray killing black widow, brown recluse, hobo spiders, carpenter ants, cockroaches, scorpions, silverfish, ticks, bedbugs; provides 4-week residual control.
• TERRO Ant Killer Plus (T901-6) 3 lb fast-acting outdoor granular insecticide in resealable shaker bag; lambda-cyhalothrin (0.04%); perimeter treatment or spot treatment on ant hills; kills in 24 hours.
• TERRO Flea Trap Flea trap that detects, monitors and controls flea problems indoors without chemicals on pets.
• TERRO Discreet Indoor Fly Trap with Lure Discreet indoor fly trap with odor-free food-based lure to attract and trap nuisance flies throughout the home.
• TERRO Fire Ant Bait Fire ant bait used as mound or broadcast treatment that kills queen and colony in as little as 24 hours and continues killing for up to two months.
• TERRO Tick & Flea Yard Spray Outdoor yard spray killing deer ticks, fleas, dog ticks, and other crawling insects on contact with up to four weeks of protection per application.
• TERRO Roach Bait Powder Roach bait powder with applicator that kills roaches, ants, earwigs, and silverfish.
• TERRO Mosquito Larvacide Pouches Dissolving pouches placed in standing water that release larvacide to kill mosquito larvae before they become biting adults.
• TERRO Fruit Fly Traps Apple-shaped fruit fly trap with built-in window to monitor captured fruit flies.
• TERRO Closet Moth and Pantry Moth Trap Plus Alert Single trap with alert that protects against both closet moths and pantry moths.
• TERRO Cobweb Eliminator Spray product that prevents spiderweb formations for up to 60 days on indoor or sheltered outdoor surfaces.
• TERRO Garbage Guard Trash Can Insect Killer Trash can insect killer that eliminates insects drawn to trash receptacle odors and food remnants and prevents them from returning.
• TERRO Home Pest Control Indoor and outdoor home pest control product that kills ants, spiders, centipedes, roaches and other unwanted insects on contact.

Quantifiable outcome

• Complete ant colony elimination in 1-2 weeks through worker ant bait-sharing mechanism
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Combat (Henkel): Combat is a leading brand of ant and roach bait stations — the same product format as TERRO's T300 and T500 — and represents a direct head-to-head competitor in the bait-station category.
• Amdro (Central Garden & Pet): Amdro specializes in fire ant and outdoor ant/insect control, overlapping directly with TERRO's Fire Ant Bait and Perimeter Ant Bait Plus offerings within the same retail distribution.
• Hot Shot (Spectrum Brands): Hot Shot is a mass-market DIY pest control brand offering ant baits, roach killers, and insect sprays at similar price points to TERRO, frequently co-merchandised in the same retail aisle.
• Black Flag (Energizer Holdings): Black Flag is a DIY pest control brand offering ant, roach, and flying-insect sprays and baits at the same mass retailers where TERRO is stocked, positioning it as a direct substitute.
• Raid (SC Johnson): Raid is the most prominent DIY household insecticide brand in the US, offering ant/roach sprays and baits that directly compete with TERRO's core liquid ant bait line on identical retail shelves (Home Depot, Walmart, Target).

Broad incumbents

• Spectracide (Spectrum Brands): Spectracide is a yard-and-garden-focused insecticide brand with overlapping perimeter and outdoor pest control SKUs versus TERRO's Perimeter Ant Bait Plus and outdoor granular products.
• Ortho (Scotts Miracle-Gro): Ortho is a broader outdoor and indoor pest control brand owned by Scotts Miracle-Gro; it competes with TERRO's perimeter and yard-spray SKUs (Ant Killer Plus, Tick & Flea Yard Spray) while extending into lawn-and-garden categories TERRO does not address.

Others

• MGK (McLaughlin Gormley King): MGK is a Minneapolis-based manufacturer of insecticide active ingredients and consumer pest control products; it is comparable as a competing branded manufacturer supplying similar DIY chemistries to the same retail channels as TERRO.

Emerging players

• EcoRaider: EcoRaider is a botanical-based DIY pest control brand challenging conventional actives like Borax; it competes with TERRO in the ant/roach category while targeting the natural-products consumer segment.
• Wondercide: Wondercide is a natural/plant-based DIY pest control brand with strong DTC motion that overlaps with TERRO's flea/tick and outdoor pest control categories while positioning around an alternative chemistry thesis.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TerroDeadAnts
• Facebookfacebook.com/TerroDeadAnts
• LinkedInlinkedin.com/company/terro

Revenue estimate

Valuation estimate

Number of profiles

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 TERRO