What Bonnie Plants, Inc. does

Bonnie Plants, Inc. is a U.S. wholesale and direct-to-consumer live plant retailer specializing in vegetable, herb, fruit, and flower starter plants. Founded in 1918 and headquartered in Union Springs, Alabama, the company operates as a joint venture in which Scotts Miracle-Gro holds ownership and is marketed by The Scotts Company LLC. Bonnie Plants self-identifies as the "#1 grower of vegetable and herb plants" in the United States, with a brand heritage exceeding 100 years and a portfolio of All-America Selections (AAS) winning cultivars including Fernleaf Dill (1992), Big Beef Tomato (1994), Giant Marconi Pepper (2001), and Cajun Belle Pepper (2010). The company employs between 1,001 and 5,000 people across growing facilities and operates nationwide in the U.S.

The company's core product offering centers on live starter plants sold in 2-pack formats priced between $9.99 and $26.99, including varieties such as Sweet Basil, Jalapeño Pepper, and Cherokee Purple Heirloom Tomato. Adjacent product lines include Bonnie Plugs (3-pack seedling starters), the Bonnie Reserve Collection (premium specialty plants including super hot peppers), Bonnie Plants Organics (OMRI-listed organic varieties), and curated garden kits (Simply Rooted at $99.99, Everyday Good at $49.99, Well Bloomed at $99.99) that bundle plants with grow bags, soil, and Miracle-Gro nutrients. Supporting services include a Digital Plant Library, a Grow Pro guided gardening platform providing digital coaching, and the Bonnie Rewards loyalty program ($10 signup bonus, 1 point per $1 spent, redeemable for $5-$20 discounts). The company sells through bonnieplants.com with free shipping on orders over $35, plus major retail partners Home Depot, Lowe's, Menards, Walmart, and Tractor Supply Co., and Amazon marketplace via the Inspired to Gro Patio Garden Collection.

Bonnie Plants serves three primary customer segments: home gardeners (the dominant segment, including beginners and experienced growers), community programs addressing food insecurity (via the Grow One to Give One initiative, including a June 2026 donation of more than 250 plants to the Central Kansas Partnership), and corporate wellness partners (via the Gardenuity-Cigna insurance-covered gardening programs launched in 2026). Revenue is generated primarily through one-time unit-priced plant and kit sales, with the company operating as a private joint venture whose financial results are consolidated into Scotts Miracle-Gro's reporting rather than separately disclosed. Strong Q3 2026 performance contributed materially to Scotts Miracle-Gro's EPS beat of $2.82, up 7.6% year over year.

Name

Bonnie Plants, Inc.

Legal name

The Scotts Company LLC

Website

https://bonnieplants.com

Company type

Private

Founded year

1918

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bonnie Plants is a U.S. live plant grower and retailer specializing in vegetable, herb, fruit, and flower starter plants, operating as a Scotts Miracle-Gro joint venture and distributing through direct e-commerce plus major retail chains including Home Depot, Lowe's, and Walmart.

Ownership category

akta.pro rank

Product category

Live Plants & Garden Nursery

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery, Garden Center, and Farm Supply Retailers (44424), Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Production-Crops (100)

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM), Herb Farming (Basil, Parsley, Cilantro, Mint, Dill) (AFAGADAK)

Keywords

• Live plant nursery
• Vegetable starter plants
• Herb garden plants
• Home gardening kits
• Organic garden plants

Headquarters

HQ city

Union Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Plant Sales: Bonnie Plants generates revenue through direct-to-consumer sales of live vegetable, herb, and fruit plants via bonnieplants.com and through retail partners including Home Depot, Lowe's, Menards, Walmart, and Tractor Supply Co. Products include 2-pack starter plants, plugs, garden kits, and accessories.
2. Joint Venture with Scotts Miracle-Gro: Bonnie Plants operates as a joint venture in which Scotts Miracle-Gro holds ownership. The strong performance of this joint venture contributed to Scotts Miracle-Gro's Q3 2026 EPS beat, demonstrating this partnership as a significant revenue driver.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Bonnie Plants grows and sells live vegetable, herb, fruit, and flower starter plants directly to consumers through its e-commerce website and major retail partners including Home Depot, Lowe's, Walmart, Tractor Supply Co., and Menards. The company offers plants primarily in 2-pack formats, seedling plugs, and bundled garden kits that include soil, grow bags, and nutrients, supported by digital growing guidance.

Product overview

Bonnie Plants is a direct-to-consumer live plant retailer offering a comprehensive catalog of vegetable, herb, fruit, and flower starter plants. The core offering consists of live plants sold primarily in 2-pack formats, including popular varieties like tomatoes (cherry, slicer, heirloom), peppers (bell, hot, sweet), herbs (basil, mint, rosemary), and specialty vegetables. The product portfolio spans multiple sub-brands including the premium Bonnie Reserve Collection, The American Roots Collection, and Bonnie Plants Organics. The company also offers Bonnie Plugs (seedling plugs) for gardeners wanting a head start, along with complementary garden kits (Simply Rooted, Well Bloomed, Everyday Good) that bundle plants with grow bags, soil, and nutrients. Supporting services include a loyalty program (Bonnie Rewards) and a Digital Plant Library. Products are sold through the company's e-commerce website with shipping to customers, as well as through major retail partners including Home Depot, Lowe's, Walmart, and Tractor Supply.

Differentiator

Problem solved

Functional benefit

Brands

• Bonnie Reserve: Premium and specialty live plants including super hot peppers and live plants
• Bonnie Plugs
• Bonnie Rewards
• Marketplace
• The American Roots Collection
• Grow One to Give One
• Organics

Products and services

• Vegetable Starter Plants (2-Pack)
• Herb Starter Plants (2-Pack)
• Bonnie Plugs (Seedling Starters)
• Bonnie Reserve Collection
• Simply Rooted Garden Kit
• Well Bloomed Garden Kit
• Everyday Good Garden Kit
• Bonnie Plants Organics
• Miracle-Gro Organic Planting Tablets

Quantifiable outcome

• Over 250 plants donated to community food security programs in Kansas (2026)
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor, core and flagship.

• Central Kansas PartnershipminorOthers · 18 June 2026The Central Kansas Partnership organized a container-garden giveaway in Barton County, Kansas, distributing gardening supplies to over 100 low-income households and seniors to address food insecurity. Bonnie Plants donated more than 250 plants, and Sutherlands provided potting soil, with funding from a Kansas Health Foundation grant administered by The University of Kansas Medical Center through the statewide COPE Initiative.
• Great American MediacoreGTM or Marketing Partner · 14 May 2026Partnership with Gardenuity to host the Great American Garden Party, a live virtual event on May 14, 2026, featuring the limited-edition America Grows Garden kit developed in collaboration with Scotts Miracle-Gro and Bonnie Plants. The event was part of America250 celebrations, shipping jalapeño pepper plants and seasonal herbs to participants nationwide.
• GardenuityflagshipStrategic or Co-development Partner · 18 March 2026On March 18, 2026, Scotts Miracle-Gro, Bonnie Plants, and Gardenuity launched the Inspired to Gro Patio Garden Collection, a fully integrated container gardening system combining Scotts Miracle-Gro plant nutrients, Bonnie Plants starter plants, and Gardenuity's AI-driven guided gardening platform. Available on Amazon and company websites, the collection targets wellness-focused consumers seeking fresh food access through home gardening. Gardenuity also became the first gardening firm with insurance coverage (Cigna) for its programs.
• Scotts Miracle-Gro CompanycoreStrategic or Co-development PartnerBonnie Plants operates as a joint venture in which Scotts Miracle-Gro holds ownership. Scotts Miracle-Gro is the parent company of Miracle-Gro and distributes Bonnie Plants products through its retail partner network. The JV performed strongly in Q3 2026, contributing to Scotts Miracle-Gro's earnings beat of $2.82 EPS (up 7.6% YoY) and raised full-year guidance to $4.30-$4.45.
• Martha StewartflagshipGTM or Marketing PartnerMartha Stewart serves as Chief Gardening Officer of Miracle-Gro and promotes Bonnie Plants products. She appeared at booth #345 during Cultivate '26 in Columbus, Ohio (July 12-14, 2026) as part of Miracle-Gro's 75th anniversary celebration. Stewart's endorsement and 'Martha Chooses Bonnie' collection showcases vegetable and herb starter plants on bonnieplants.com.
• SutherlandsminorOthersSutherlands provided potting soil for the Central Kansas Partnership container garden giveaway program benefiting low-income and elderly Kansas residents.
• Kansas Health FoundationminorOthersKansas Health Foundation provided grant funding for the Central Kansas Partnership container garden project addressing food insecurity in Barton County, Kansas.
• University of Kansas Medical Center (COPE Initiative)minorOthersThe University of Kansas Medical Center administered the statewide COPE Initiative, which provided grant funding for the Central Kansas Partnership container garden project including Bonnie Plants donations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Burpee Plant Company: Burpee is a direct peer offering vegetable, herb, and flower seeds and live plants to home gardeners through DTC e-commerce and retail distribution, competing head-to-head with Bonnie Plants across the same core categories and customer base.
• Park Seed Company: Park Seed sells vegetable, herb, and flower seeds and live plants directly to home gardeners via catalog and online channels, overlapping closely with Bonnie's vegetable/herb starter plant offering and customer segment.
• Gurney's Seed & Nursery Co. Gurney's offers vegetable and fruit plants, seeds, and bulbs to home gardeners via DTC channels, making it a directly comparable peer in plant retail with similar customer demographics and seasonal demand profile.
• Seed Savers Exchange: Seed Savers Exchange specializes in heirloom vegetable and herb seeds and plants, appealing to the same home-gardener segment as Bonnie Plants, particularly in organic and heirloom categories where Bonnie has its Organics and American Roots lines.
• Stark Bro's Nurseries & Orchards: Stark Bro's sells fruit trees, plants, and gardening supplies to home growers through DTC channels, overlapping with Bonnie's fruit plant category and serving a comparable hobbyist gardener customer.

Emerging players

• Johnny's Selected Seeds: Johnny's Selected Seeds focuses on vegetable, herb, and flower seeds with strong appeal to home gardeners and small-scale growers, competing with Bonnie Plants in the same end use case but emphasizing seed-based cultivation over live starter plants.
• Proven Winners: Proven Winners is a plant brand cooperative specializing in flowering ornamentals and shrubs sold through independent garden centers and retailers; it competes for retail shelf space with Bonnie Plants, though concentrated in ornamentals rather than edibles.
• Botanical Interests: Botanical Interests offers heirloom and organic vegetable and herb seeds sold through garden centers and DTC, overlapping with Bonnie's herb/vegetable category and serving the same home gardener customer seeking high-quality inputs.
• Gardenuity: Gardenuity is both a partner and partial competitor, offering container garden kits paired with AI-driven plant matching and insurance-covered wellness programs; it overlaps with Bonnie's garden kit and wellness go-to-market while drawing on Bonnie starter plants as input supply.

Broad incumbents

• Monrovia Nursery Company: Monrovia is a large wholesale nursery growing ornamental shrubs, trees, and plants distributed through garden centers and home improvement retailers; it competes with Bonnie Plants for retail shelf space and consumer gardening mindshare, though focused on ornamentals rather than edibles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bonnieplants
• YouTubeyoutube.com/c/bonnieplants/featured
• Facebookfacebook.com/bonnieplants
• Instagraminstagram.com/bonnieplants
• Pinterestpinterest.com/bonnieplants
• TikToktiktok.com/@bonnieplants
• LinkedInlinkedin.com/company/bonnie-plants-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Bonnie Plants, Inc.