What Rootx does

Rootx, legally operating as Gelco Supply Inc., is a Salem, Oregon-headquartered specialty chemical manufacturer founded in 1994 that produces and distributes two narrow product lines for pipe and wastewater maintenance. Its original product, RootX, is a foaming sewer-line root control formula using the aquatic herbicide dichlobenil, which generates CO2 on contact with water to distribute the active ingredient throughout the pipe interior—reaching the crown and sides where approximately 90% of root intrusion occurs, a coverage profile mechanical cutting cannot replicate. Grease-X, introduced in 2007, addresses fats, oils, and grease (FOG) buildup using natural microorganisms and biodegradable non-ionic surfactants, with sub-products spanning grease traps (GT), jetter-compatible formulations (Jet), wastewater treatment plants (WWTP), and automated injection pumps. RootX is EPA registered in all 50 US states (Reg. No. 68464-1) and Canada (PCP Act Reg. No. 26435), classified as a low-hazard General Use product.

The business operates a multi-channel distribution model with a small in-house team: a direct-to-consumer Shopify storefront with free US shipping for residential DIY buyers (retail $54-$89 per 2lb/4lb jar), an authorized dealer program supplying wholesale 12-unit cases to independent retailers and plumbing supply stores, and four regional sales managers covering the Midwest, Eastern, Western, and Southwest US/Canada territories who manage municipal and commercial accounts. Customer segments include residential homeowners, professional plumbers (who register customers into a 11-month annual reminder program driving repeat purchases), and municipalities running self-applied maintenance programs at 12-24 month treatment intervals. Revenue derives entirely from one-time consumable product sales—pre-measured jars, bulk bags, and applicator accessories—with no subscription, licensing, or recurring software component. The company has no disclosed external institutional or private-equity ownership and is led by the Raffensperger family, indicating continued independent, family-operated control.

Name

Rootx

Legal name

Gelco Supply Inc.

Website

https://rootx.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Rootx (Gelco Supply Inc.) manufactures EPA-registered dichlobenil-based foaming RootX root-control and biological Grease-X FOG-treatment products, selling through e-commerce, dealers, and regional sales reps to homeowners, plumbers, and municipalities across the US and Canada.

Ownership category

akta.pro rank

Product category

Sewer Line Maintenance Chemicals

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Pulp Mills (2611), Agricultural Chemicals (2870)

akta.pro primary industry

Sewer Line Cleaning & Root Removal (HSAOABAC)

akta.pro secondary industries

Sewer & Stormwater Line Cleaning (Jetting, Rooting) (BPALAMAG), Sewer Cleaning, Jetting & Root Control (EUANACAH)

Keywords

• Root control chemicals
• Sewer line maintenance
• Grease trap treatment
• Pipe maintenance products
• Wastewater system solutions

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (Retail): Direct-to-consumer and dealer sales of RootX and Grease-X products in various sizes. Products sold as single-use applications with one-time purchase model. Retail pricing for homeowner DIY applications through online store and authorized dealers.
2. Wholesale/Case Sales: Wholesale case pricing available through authorized dealer program and direct commercial accounts. Regional sales representatives manage wholesale relationships with plumbers, municipalities, and commercial operators.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Rootx manufactures and distributes chemical pipe maintenance products for sewer lines and septic systems. Its two core product lines are RootX, a foaming dichlobenil-based root killer that kills roots on contact and prevents regrowth for 12+ months, and Grease-X, a natural microorganism-based product line that digests fats, oils, and grease (FOG) buildup. Products are sold in residential, commercial, and municipal packaging formats via direct e-commerce, authorized dealers, and regional sales representatives.

Product overview

Rootx offers a focused portfolio of two core chemical product lines for pipe maintenance: RootX (launched 1994) for root intrusion control using dichlobenil herbicide in foaming formulations, and Grease-X (launched 2007) for FOG (fats, oils, grease) digestion using natural microorganisms. Both lines come in multiple application formats (residential jars, commercial bulk, municipal equipment-compatible) and are distributed through an authorized dealer program and direct sales. The company also provides plumber registration programs for customer retention.

Differentiator

Problem solved

Functional benefit

Products and services

• RootX A foaming root killer for sewer lines and septic systems that kills roots on contact using dichlobenil (aquatic herbicide) and prevents regrowth for 12+ months. The patented formula foams on contact with water to fill the entire pipe, reaching the top and sides where 90% of root intrusion occurs. Sold in residential jar sizes and municipal bulk packaging.
• Grease-X Biozyme Uses concentrated natural microorganisms to digest fats, oils, and grease (FOG) in drains, sewer lines, and septic systems. The microbes form colonies coating pipe walls to prevent future buildup with regular weekly maintenance applications. Targeted at residential, commercial, and municipal users.
• Grease-X Emulsifier Fast-acting emulsifier that penetrates and softens heavy FOG buildup on contact for clearing congested or blocked pipes. Non-polluting and biodegradable.
• Grease-X Jet High-pressure jetting-compatible product that eliminates FOG clogs using standard jetting equipment for commercial and municipal applications.
• Grease-X GT (Grease Trap) Formulated for controlling fats, oils, and grease in grease traps, wet wells, drain lines, and grease interceptors in commercial food service and property management settings.
• Grease-X WWTP (Waste Water Treatment Plant) Formulated for controlling fats, oils, and grease in waste water treatment plants for municipal and industrial operators.
• Grease-X GT Pump Automatic injection system for Grease-X GT degreasing and odor control in commercial applications such as restaurants and food processing facilities.
• FDU 300 Foam Dispersal Unit Municipal-grade applicator that attaches to jetter truck water hoses for treating 8-inch and larger pipes. Disperses foam spray throughout pipe diameter without retrofitting existing equipment, enabling municipal crews to apply RootX efficiently across large sewer systems.

Quantifiable outcome

• 12+ months of root prevention after single application
• +5 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Roebic Laboratories: Roebic manufactures bacterial and enzyme-based drain, sewer, and septic treatments sold to homeowners, plumbers, and municipalities. It is the closest direct peer to RootX in the chemistry-driven pipe maintenance category, with overlapping GTM into municipal and DIY channels.
• Bio-Clean: Bio-Clean produces enzyme-based drain and septic cleaners using natural bacteria and enzymes, competing directly with Grease-X in the FOG and organic buildup category for residential and small commercial use.
• Green Gobbler: Green Gobbler sells consumer and commercial drain openers, grease digesters, and septic treatments primarily through e-commerce. It is a direct competitor in the DTC channel for DIY root and grease control products.
• RID-X: RID-X (SC Johnson) is a household septic system treatment brand that targets the same DIY homeowner buyer for ongoing septic and drain care. It is a direct peer in the residential pipe maintenance retail category.
• Instant Power: Instant Power markets a portfolio of drain openers, septic treatments, and grease digesters sold through retail and plumbing supply channels, overlapping directly with RootX's homeowner and professional SKUs.

Broad incumbents

• Drano (SC Johnson): Drano is the mass-market consumer drain cleaner brand owned by SC Johnson, competing in the same DIY clog-clearing shelf space as RootX but with a broader household positioning and far larger marketing budget.
• Liquid-Plumr (Clorox): Liquid-Plumr is Clorox's consumer drain cleaner line, a broad incumbent in the same retail drain maintenance category as RootX, though primarily caustic-based rather than root-control focused.
• Oatey: Oatey is a broad plumbing chemicals and fixtures manufacturer (including the Hercules Chemical line) selling drain cleaners, sealants, and pipe maintenance products through plumbing wholesale. It overlaps with RootX's professional and municipal channels but is a much larger portfolio player.
• Hercules Chemical (Oatey): Hercules, now part of Oatey, is a long-standing brand in plumbing chemicals including drain and sewer maintenance products. It competes with RootX in the wholesale plumbing supply channel serving municipalities and plumbers.
• Thrift / Ty-D-Bol: Thrift and Ty-D-Bol are long-established consumer drain cleaner brands (caustic/acidic formulas) sold through retail. They are broad incumbents competing for the same DIY homeowner drain maintenance dollar, though they address clogs rather than root intrusion directly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/therootxcompany
• Facebookfacebook.com/RootXRootControl

Compliance2 records

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 Rootx