Jonathan Green
Jonathan Green is a six-generation, family-owned U.S. lawn-care company founded in 1881 that breeds and sells premium Black Beauty grass seed, soil amendments, fertilizers, and pest controls exclusively through independent retailers, DTC e-commerce, and a dedicated Turf-pro professional dealer network serving homeowners and lawn-care professionals.
- Company typePrivate
- Founded1881
- HeadquartersFarmingdale, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Jonathan Green does
Jonathan Green Inc. is a privately held, six-generation family lawn-care business founded in 1881 and headquartered in Farmingdale, New Jersey (per domain and history signals; specific address undisclosed). The company develops, breeds, and sells premium grass seed and a full lawn-care product portfolio — including soil amendments (Mag-I-Cal, Love Your Soil), the Veri-Green fertilizer line, weed and pest controls, spreaders, and coordinated bundles — under registered brands Black Beauty, Blue Panther, Veri-Green, Mag-I-Cal, and Love Your Soil. Its proprietary technology is a breeding program at a company-owned turfgrass research farm that produces hybrid turf-type tall fescues, Kentucky bluegrass, and perennial ryegrass with deep root systems (up to four feet) and natural waxy leaf coatings for drought, heat, and disease tolerance. A separate Turf-pro line targets professional landscapers, contractors, and turf managers.
The company operates a hybrid go-to-market: primary distribution is through independent hardware stores, garden centers, and landscape supply retailers nationwide (Costello's Ace Hardware, English Gardens, Daddario Hardware, Powell Stone & Gravel, Sweetbrook Nursery, Mattawan Landscaping Supply, Gold Leaf Turf Solutions), with an explicit no-big-box policy that preserves channel exclusivity. Direct-to-consumer e-commerce on jonathangreen.com provides a second channel with $75 free-shipping threshold and same-day fulfillment. Region-specific formulations (Pacific Northwest, Rocky Mountain/Colorado, Southern, transition zone) and an organic/natural sub-line extend geographic and vertical reach. Pricing is unit-based per bag or coverage area, with no subscription, contract, or recurring billing model — all revenue is transactional consumer-product sales. Revenue is not publicly disclosed and the company reports only 1–10 corporate employees, indicating an owner-operated structure with likely outsourced production and logistics.
Jonathan Green firmographics
Firmographics- Name
- Jonathan Green
- Legal name
- Jonathan Green Inc.
- Website
- https://jonathangreen.com
- Company type
- Private
- Founded year
- 1881
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Jonathan Green is a six-generation, family-owned U.S. lawn-care company founded in 1881 that breeds and sells premium Black Beauty grass seed, soil amendments, fertilizers, and pest controls exclusively through independent retailers, DTC e-commerce, and a dedicated Turf-pro professional dealer network serving homeowners and lawn-care professionals.
- Ownership category
- akta.pro rank
Jonathan Green industry classification
Industry- Product category
- Lawn and Garden Care Products
- NAICS
- Building Material and Garden Equipment and Supplies Dealers (444)
- SIC
- Agricultural Chemicals (2870)
- akta.pro primary industry
- Turf & Ornamental Seeds (Lawn, Golf, Landscaping) (AFABAFAG)
- akta.pro secondary industries
- Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM), Organic & Eco-Friendly Lawn Treatments (HSAIAGAH), Natural/Green Pest Control Products (CRAJAHAK)
Keywords
Where Jonathan Green is headquartered
LocationHeadquarters
- HQ city
- Farmingdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Jonathan Green business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Grass Seed Products: Sale of proprietary grass seed mixtures including Black Beauty Ultra, Sun & Shade, Heavy Traffic, Heat & Drought Resistant, Dense Shade, Pacific Northwest, and regional variants. Available in multiple weight options from 1 lb to 50 lb bags.
- Lawn Care Products: Complete line of lawn care supplies including fertilizers (Veri-Green line), soil amendments (Mag-I-Cal, Love Your Soil), weed controls, insect and disease control products, spreaders, and accessories.
- Turf-pro Professional Line: Professional-grade products specifically formulated and priced for landscapers, contractors, and turf professionals through dedicated dealer network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Grass Seed Products |
| Unit Pricing | Pay-as-you-go | Soil Amendments |
| Unit Pricing | Pay-as-you-go | Lawn Fertilizers |
| Unit Pricing | Pay-as-you-go | Weed & Pest Control |
| Unit Pricing | Pay-as-you-go | Bundles & Kits |
| Unit Pricing | Pay-as-you-go | Tools & Accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Jonathan Green product offering
Product offeringCore offering
Jonathan Green develops and sells proprietary grass seed varieties (Black Beauty and Blue Panther lines), soil amendments (Mag-I-Cal, Love Your Soil), fertilizers (Veri-Green line), and weed, insect, and disease control products for residential and professional turf care. Products are sold exclusively through independent hardware stores and garden centers, through the company's own e-commerce site, and via a dedicated Turf-pro dealer network serving landscapers and contractors.
Product overview
Jonathan Green is a six-generation family business offering a comprehensive lawn care product portfolio centered around premium grass seed, soil amendments, fertilizers, and pest control products. The core Black Beauty® grass seed line includes multiple specialized varieties (Ultra, Sun & Shade, Dense Shade, Heavy Traffic, Heat & Drought Resistant, Original Tall Fescue) with patented high-performance grass seed featuring roots up to 4 feet deep and natural dark-green color. The Blue Panther® sub-brand provides region-specific varieties for Southern lawns and Kentucky Bluegrass. Supporting products include Mag-I-Cal® soil amendment products (for pH adjustment and compaction relief), Love Your Soil® for soil loosening, and the Veri-Green fertilizer line (Weed & Feed, Nitrogen Rich, Starter, Crabgrass Preventer). The Turf-pro™ professional line serves landscapers and contractors. Product bundles offer coordinated solutions for specific needs (shade, acidic soil, new lawn installation).
Differentiator
Problem solved
Functional benefit
Brands
- Turf-pro™: Professional-grade lawn care product line uniquely formulated and priced for landscapers, contractors, and other turf professionals. Includes grass seed, soil amendments, lawn fertilizer, and weed control products.
Products and services
- Black Beauty Grass Seed Line Premium patented grass seed mixtures featuring naturally dark-green color, deep root systems (up to 4 feet), and waxy leaf coating for drought, heat, disease, and insect resistance. Available in multiple specialized blends for shade, traffic, regional climates, and sun conditions. Sold to homeowners and lawn care professionals.
- Blue Panther Grass Seed Line Grass seed brand offering Bermudagrass, Southern Lawn, and Kentucky Bluegrass varieties formulated for Southern and transition zone growing conditions.
- Mag-I-Cal Soil Amendments Calcium-based soil supplements that adjust soil pH (raising for acidic soils, lowering for alkaline soils) and relieve soil compaction while stimulating microbial activity. Available in formulations for acidic, alkaline, and hard soils.
- Love Your Soil Natural soil food that loosens hard, compacted soil and enhances root growth through added calcium, sulfur, and iron.
- Veri-Green Lawn Fertilizer Line Complete lawn fertilizer line including Weed & Feed (21-0-3), Nitrogen Rich, Starter Fertilizer for new seeding and sodding, Crabgrass Preventer (20-0-3), and Southern Weed & Feed formulations.
- Weed and Pest Control Products Weed and pest control products including broadleaf weed killer (Trimec-based, controls 200+ weeds), moss control (iron-based), Season-Long Weed Preventer, Corn Gluten Weed Preventer, Natural Grub and Lawn Insect Control, Summer Survival Insect Control with Fertilizer, and Lawn Fungus Control.
- Lawn Spreaders and Testing Equipment Lawn care application equipment including Standard Broadcast Spreader, Hand Spreader, Soil pH Test Kit, and Pro pH and Moisture Soil Tester.
- Turf-pro Professional Product Line Professional-grade grass seed, soil amendments, fertilizers, and weed control products uniquely formulated and priced for landscapers, contractors, sod growers, and turf professionals. Distributed through a dedicated dealer network separate from the consumer retail channel.
- Lawn Care Bundles Coordinated lawn care bundles combining grass seed, fertilizer, and soil amendments for specific use cases including new lawn installation (Lawn Starter Kit, $249.99), natural lawn care, acidic soil repair, shade lawns, and Bermudagrass establishment.
- Organic Lawn Food Organic-based lawn fertilizer for homeowners seeking natural and eco-friendly lawn care solutions.
Quantifiable outcome
- Roots grow up to 4 feet deep
- +3 more outcomes
Companies that use Jonathan Green
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Jonathan Green technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Jonathan Green partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Costello's Ace HardwarecoreIndependent hardware store retailer and authorized Jonathan Green reseller. Owner Mike Costello provides testimonial praising the company's superior products and independent-exclusive offerings that provide competitive advantage.
- Daddario Hardware & Supply (Do It Best)coreIndependent hardware store operating under Do It Best banner. Owner Jack Daddario cites excellent relationship with responsive, caring sales team as primary vendor for grass seed and fertilizer.
- English GardenscorePremier garden center retailer with Vice President Dean Darin providing 22-year personal endorsement of Black Beauty grass seed and Love Your Soil products.
- Gold Leaf Turf Solutions / Windy Acres Landscape SupplycoreLandscaping company that became Turf-pro dealer after experiencing above-par results. Owner Adam Simcock exclusively carries Jonathan Green products.
- Powell Stone & GravelcoreLandscape supply retailer in Lunenburg, MA serving New England region. Pro Sales Manager Daniel Wong reports Turf-pro products are superior to competitor offerings for regional reliability.
- Mattawan Landscaping SupplycoreLandscape supply retailer in Mattawan, MI. Owner Brian Morga reports landscapers and homeowners consistently achieve great results with Jonathan Green products.
- Sweetbrook Nursery & Garden CentercoreNursery and garden center in Staten Island, NY. Owner Steven J. Korkowski cites consistent results and customer loyalty as key benefits of carrying Jonathan Green.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Jonathan Green competitors and assessment
Company assessmentDirect peers
- Pennington Seed: Pennington Seed is a grass seed and lawn care brand owned by Central Garden & Pet. It offers grass seed, fertilizers, and lawn care products through mass and independent retail channels, making it the most directly comparable peer in product mix and category.
- Barenbrug USA: Barenbrug USA is the U.S. arm of Royal Barenbrug Group, one of the world's largest grass seed breeding companies, offering turf and forage grass seed varieties to professional and consumer markets. Its proprietary turf-type tall fescue and bluegrass breeding program directly parallels Jonathan Green's seed breeding strategy.
- The Andersons Plant Nutrient Group: The Andersons' Plant Nutrient Group produces specialty turf and lawn fertilizers sold to professional and consumer markets. Overlapping fertilizer technology and pro-channel focus make it a comparable peer to Jonathan Green's Veri-Green and Turf-pro lines.
- Lebanon Seaboard: Lebanon Seaboard manufactures and distributes turfgrass fertilizers and lawn care products (including Lebanon Pro and Country Pride brands) sold through independent retailers and pro channels — directly comparable product portfolio and distribution to Jonathan Green.
Emerging players
- Nature's Seed: Nature's Seed is a direct-to-consumer online grass seed retailer offering region-specific seed blends and lawn care products. Its DTC-first approach and region-specific SKUs mirror parts of Jonathan Green's playbook, though it lacks a brick-and-mortar retail channel.
- Outsidepride: Outsidepride is a smaller online grass seed and lawn care retailer selling through e-commerce channels. While smaller in scale, it competes in the same grass seed and lawn care category with a similar product portfolio.
- Sunday: Sunday is a DTC lawn care company selling customized fertilizer and soil treatment plans via subscription. While its business model is subscription/DTC, it competes for the same homeowner lawn care customer with differentiated, science-driven messaging.
Broad incumbents
- Scotts Miracle-Gro: Scotts Miracle-Gro is the dominant U.S. lawn and garden care company, offering grass seed, fertilizers, weed control, and related products through mass retail. It is the broad incumbent against which Jonathan Green competes at the shelf and consumer-mindshare level.
- SiteOne Landscape Supply: SiteOne Landscape Supply is the largest U.S. distributor of landscape supplies, including grass seed, fertilizers, and turf products, primarily serving professional landscapers. It competes for the same professional turf buyer that Jonathan Green targets via the Turf-pro dealer network.
- Central Garden & Pet: Central Garden & Pet is the parent company of Pennington Seed and Amdro, distributing lawn, garden, and pet products through mass and independent channels. As the corporate parent of Jonathan Green's closest peer, it is a relevant broad incumbent in the same distribution ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Jonathan Green social profiles
Digital presenceJonathan Green compliance and trust
Trust signalCompliance1 record
Jonathan Green financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jonathan Green leadership team
Management profileNumber of profiles
Profiles1 record
Jonathan Green funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jonathan Green M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jonathan Green
What does Jonathan Green do?
Jonathan Green develops and sells proprietary grass seed varieties (Black Beauty and Blue Panther lines), soil amendments (Mag-I-Cal, Love Your Soil), fertilizers (Veri-Green line), and weed, insect, and disease control products for residential and professional turf care. Products are sold exclusively through independent hardware stores and garden centers, through the company's own e-commerce site, and via a dedicated Turf-pro dealer network serving landscapers and contractors.
Is Jonathan Green a public or private company?
Jonathan Green is a private company. It is classified as family owned and is currently operating.
When was Jonathan Green founded?
Jonathan Green was founded in 1881. It employs 1 to 10 people.
Where is Jonathan Green based?
Jonathan Green is headquartered in Farmingdale, United States, in the North America region.
How does Jonathan Green make money?
Three revenue lines are on record. Grass Seed Products are the primary driver. The others are lawn Care Products and turf-pro Professional Line.
Who are Jonathan Green's main competitors?
Direct peers on record are Pennington Seed, Barenbrug USA, The Andersons Plant Nutrient Group and Lebanon Seaboard. Emerging players are Nature's Seed, Outsidepride and Sunday. Broad incumbents are Scotts Miracle-Gro, SiteOne Landscape Supply and Central Garden & Pet.
Does Jonathan Green have an API?
No public API is recorded for Jonathan Green.
What industry is Jonathan Green in?
Jonathan Green's product category is Lawn and Garden Care Products. Its primary akta.pro industry code is AFABAFAG, Turf & Ornamental Seeds (Lawn, Golf, Landscaping), with a secondary code of AFABACAM, Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping). Its NAICS code is 444 and its SIC code is 2870.