King Green

What King Green does

King Green (legal entity: King Green Lawn Care) is a privately held lawn care service provider founded in 1987 by Charlie King and headquartered in Gainesville, Georgia. The company delivers recurring lawn care, tree and shrub care, mosquito control, lawn pest control, and commercial property maintenance to residential homeowners, HOA communities, and commercial customers across Georgia, North Carolina, and South Carolina, operating from eight physical office locations. Its core product is an agronomist-curated, multi-step treatment program (typically eight steps) that is specialized by grass type (Zoysia, Fescue, Bermuda), with targeted fungicide strategies and supplementary services such as aeration, overseeding, and root zone fertilization.

The company runs on a primarily subscription-based recurring revenue model, where customers enroll in seasonal treatment programs and receive scheduled applications; one-time à la carte services (e.g., aeration priced from $25 on first visit) complement the subscription base. Go-to-market is sales-led through field representatives who assess properties and build custom plans, supplemented by a website quote-request flow, in-person office visits, phone sales, and a referral program offering $25–$50 discounts to both referrer and referred customer. Marketing relies on educational content (The King's Commentary blog, Turf Tips newsletter), geo-targeted SEO across service area pages, and customer testimonials on Yelp and Google. Pricing is quote-based rather than published, with first-visit promotional pricing used as an acquisition lever. Payment processing is handled via PayTrace; the company maintains a customer portal for account management.

King Green is founder-owned and operated with no disclosed institutional or private equity backing. Leadership has been formalized beyond the founder, with Jennifer Jorge serving as President and Partner, Steve Mitchell as Chief Operating Officer, and Phillip Sanders as Certified Agronomist, supported by regional directors, service managers, technicians, and back-office staff. The firm holds memberships in the National Association of Landscape Professionals (NALP) and the Urban AG Council, and has received industry recognition including the Bayer Lawn Care Institute Business Planning Award and a 2025 Woman Leader of the Year award for Jennifer Jorge.

Name

King Green

Legal name

King Green Lawn Care

Website

https://kinggreen.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

King Green is a privately held lawn care service provider founded in 1987, delivering agronomist-led residential and commercial lawn, tree, and mosquito care across Georgia, North Carolina, and South Carolina via eight offices and subscription-based programs.

Ownership category

akta.pro rank

Product category

Lawn Care Services

NAICS

Landscaping Services (56173)

SIC

Agricultural Services (700)

akta.pro primary industry

Seasonal Lawn Treatment Packages (Spring/Fall Cleanups, Winterization) (HSAIAGAJ)

akta.pro secondary industries

Tree & Shrub Fertilization & Plant Health Care (PHC) (HSAIAGAG), Lawn Aeration & Overseeding (Core Aeration, Seeding) (HSAIAAAE)

Keywords

• Lawn care services
• Tree and shrub care
• Mosquito control
• Fertilization and weed control
• Commercial landscape maintenance

Headquarters

HQ city

Gainesville

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lawn Care Subscription Programs: Recurring subscription-based lawn care programs offering continuous treatments including fertilization, weed control, and lawn health management. Customers sign up for ongoing service programs with scheduled applications throughout the growing season.
2. A la Carte Services: One-time services such as lawn aeration, overseeding, and fungicide applications available as standalone treatments. Initial visits start at $25 for aeration.
3. Tree & Shrub Care: Specialized care programs for trees and shrubs including insect control, disease management, and root zone fertilization.
4. Mosquito Control: Seasonal mosquito control applications from spring through fall, typically offered as monthly or seasonal programs.
5. Commercial Lawn Care: Commercial property maintenance services for businesses and HOA properties.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

King Green provides professional, science-backed lawn care services through recurring subscription programs delivered by licensed pesticide applicators and curated by a certified agronomist. The portfolio spans lawn fertilization, pre- and post-emergent weed control, lime supplements, lawn aeration, overseeding, grass-type-specific fungicide treatments (Fescue, Bermuda, Zoysia), tree and shrub care, mosquito control, and lawn pest control for residential and commercial properties across Georgia, North Carolina, and South Carolina.

Product overview

King Green offers a comprehensive lawn care service portfolio consisting of core services (Lawn Care, Tree & Shrub Care, Mosquito Control, Lawn Pest Control, and Commercial Services) complemented by specialized add-on modules for grass-specific care (Fescue, Bermuda, Zoysia), fertilization and weed control, lawn aeration and overseeding, and fungicide applications. The company delivers an 8-step program approach for most grass types, with treatments tailored to regional climate conditions across Georgia, North Carolina, and South Carolina.

Differentiator

Problem solved

Functional benefit

Products and services

• Lawn Care Services Core recurring lawn care program including grass fertilizer, pre- and post-emergent weed control, limestone supplements, and ongoing maintenance treatments for residential and commercial properties.
• Tree & Shrub Care Tree and shrub health treatments including insect and disease control, balanced root zone fertilization, and dormant oil protection for residential and commercial landscapes.
• Mosquito Control Seasonal mosquito control with monthly applications from spring to fall targeting multiple mosquito species to protect residential outdoor living spaces.
• Lawn Pest Control Pest control services targeting lawn-damaging insects and pests to preserve turf health across residential and commercial properties.
• Commercial Lawn Care Commercial lawn care services for business properties and HOA communities, delivered as recurring maintenance programs across multiple locations.

Quantifiable outcome

• Transforms damaged/scruffy lawns into lush, thick green lawns that receive neighbor compliments
• +2 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TruGreen: Largest U.S. professional lawn care company offering residential and commercial services nationwide. Directly comparable business model (subscription fertilization, weed control, tree & shrub care) but at significantly larger scale and broader geographic footprint than King Green.
• BrightView Holdings: Large national commercial landscaping and lawn care provider serving enterprise customers including HOAs and corporate properties. Comparable commercial services offering to King Green's commercial segment, but at significantly larger scale.

Emerging players

• Sunday (Sunday Lawn Care): Tech-enabled, direct-to-consumer lawn care company that ships customized fertilizer products to homeowners. Represents a disruptive DIY-tech threat to traditional service-based providers like King Green, targeting the same residential customer segment.

Direct peers

• Lawn Doctor: National franchise-based lawn care provider offering fertilization, weed control, and pest management through subscription programs. Closely comparable to King Green's service model, with geographic overlap in parts of the Southeast.
• Spring-Green Lawn Care: Franchise-based lawn and tree care services company offering recurring fertilization, weed control, and pest management programs. Comparable service mix and subscription model to King Green.
• Weed Man USA: National franchisor of lawn fertilization and weed control services with a subscription-based recurring program model. Operates across multiple U.S. regions and competes directly with regional players like King Green.
• Naturalawn of America: Franchise lawn care provider focused on organic-based lawn care programs with recurring subscription services. Comparable subscription model and target customer (residential homeowners), with an eco-friendly positioning that contrasts with King Green's conventional treatment approach.

Regional players

• Russo Lawn Service / Local Regional Operators: Local and regional lawn care operators in the Southeast that compete directly with King Green on price and service within shared geographies. Represents the typical local competition King Green faces in each of its served markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/KingGREEN_Inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 King Green