What Earth Elite does

Earth Elite, operating under the trade name Jordelit (legal entity Svensk Jordelits Aktiebolag), is a Swedish B2B distributor of professional turf management products founded in 1979 and headquartered in Gothenburg. The company supplies fertilizers, grass seed, wetting agents, line marking paints and machines, fungicides, growth regulators, biostimulants, and maintenance equipment to golf courses, football clubs, and professional groundskeepers. It distributes proprietary and branded technologies including Barenbrug's RPR self-healing ryegrass and Resilient Blue varieties, Aquatrols wetting agents, Syngenta crop protection products, ICL (Sportsmaster, Greenmaster, Sierraform GT) fertilizers, Fleet line marking solutions, and TinyMobileRobot autonomous marking systems. Its claimed position is Sweden's largest supplier of green area products to the professional market, with operations in Sweden and Norway.

The business model combines a B2B e-commerce platform (jordelit.se) with account-gated pricing and a customer portal alongside a nine-person field sales team providing product consultation. Revenue is generated through product resale, with account-specific pricing and discounts; the XEED sub-brand extends professional-grade products to the consumer/private market through authorized resellers. Distribution runs from warehouses in Sweden and Norway. The company has built supporting digital assets including the Greenbook resource portal and a digital pitch-keeper training program (Plansk\u00f6tarutbildning), but operates as a specialty distributor rather than a software or AI-enabled platform. Headcount is in the 11-50 range and revenue is not publicly disclosed.

Name

Earth Elite

Legal name

Svensk Jordelits Aktiebolag

Website

https://jordelit.se

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Earth Elite (DBA Jordelit) is a Swedish B2B distributor of professional turf management products including fertilizers, grass seeds, wetting agents, line marking solutions, and equipment, serving golf courses, football clubs, and professional groundskeepers across Sweden and Norway.

Ownership category

akta.pro rank

Product category

Professional Turf Management Supplies

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Outdoor Power Equipment Retailers (444230)

SIC

Agricultural Chemicals (2870), Agricultural Services (700)

akta.pro primary industry

Turf Management (Sports Fields, Golf Courses) (BPABADAC)

akta.pro secondary industries

Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM), Turf & Ornamental Seeds (Lawn, Golf, Landscaping) (AFABAFAG)

Keywords

• Turf management products
• Golf course supplies
• Sports field maintenance
• Grass seed varieties
• Line marking equipment

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Sale of professional turf management products including fertilizers, grass seeds, line marking paints and machines, wetting agents, fungicides, and equipment to golf courses, football clubs, and professional groundskeepers through B2B e-commerce and sales representatives.
2. XEED Private Label Products: Pro-level products made accessible for the private market through XEED brand distribution via authorized retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Earth Elite (Jordelit) distributes a comprehensive range of professional turf management products — including controlled-release fertilizers, proprietary grass seed technologies, wetting agents, line marking paints and machines, autonomous line marking robots, biostimulants, fungicides, and grounds maintenance equipment — to golf courses, football clubs, sports facilities, and professional groundskeepers in Sweden and Norway. Through the XEED sub-brand it extends the same professional-grade products to the private consumer market via authorized retailers.

Product overview

Earth Elite (Jordelit) is a professional green space product supplier operating as a single unified product portfolio rather than a modular platform. The company distributes a comprehensive range of turf care products organized into four main categories: Golf (fertilizers, grass seeds, wetting agents, line marking), Football (line marking, fertilizers, grass seeds, equipment), Golf Course Equipment (course maintenance tools), and Green Space Professionals. Key product lines include controlled-release fertilizers (ProTurf, Sportsmaster, Greenmaster, Sierraform GT, Marathon Algae Sport), advanced grass seed technologies (RPR self-healing ryegrass, Resilient Blue stress-tolerant varieties, Barenbrug grass blends), line marking solutions (Fleet paints and machines, TinyMobileRobot autonomous robots), wetting agents (Aquatrols Revolution, Aqueduct, Primer Select, Dispatch), crop protection chemicals (Syngenta fungicides, Tomahawk herbicide), and equipment (Suno tool carriers, Ev-N-Club sprayers). The company also offers the XEED sub-brand bringing professional products to the consumer market.

Differentiator

Problem solved

Functional benefit

Brands

• XEED: Professional turf care products made available to the private consumer market through authorized resellers.

Products and services

• ProTurf Fertilizer
• Sportsmaster Fertilizer Range
• Greenmaster Fertilizer Range
• Sierraform GT Fertilizer Range
• Marathon Algae Sport Fertilizer
• Vitalbase Organic Fertilizer
• RPR Self-Healing Ryegrass
• Resilient Blue Grass Technology
• Bar Fescue Grass Seed
• Bar Superb Grass Seed
• Scandinavian Mix Grass Seed Blend
• Fleet Elitvit Line Marking Paint
• Fleet Colour XS Colored Line Marking Paint
• Fleet Kombi Classic Line Marking Machine
• TinyMobileRobot Sport Line Marking Robot
• Aquatrols Revolution Wetting Agent
• Aquatrols Aqueduct Wetting Agent
• Aquatrols Primer Select Wetting Agent
• Aquatrols Dispatch Sprayable Wetting Agent
• Aquatrols Aqueduct Flex Granular Wetting Agent
• Syngenta Ascernity Fungicide
• Syngenta Primo Maxx II Growth Regulator
• Abundigro Biostimulant Line
• Suno 120 Tool Carrier
• Ev-N-Club Manual Sprayer
• XEED Consumer Sub-Brand

Quantifiable outcome

• Self-healing grass reduces maintenance needs and pitch repair costs
• +1 more outcomes

Named customers3 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

Partnerships

Five partnerships are on record, tiered core.

• SyngentacoreTechnology or IntegrationSyngenta supplies agricultural chemicals and fungicides for turf management including Ascernity, Primo Maxx II, Medallion TL, and wetting agents like Qualibra. Major brand partnership for crop protection products.
• Barenbrug Holland B.V.coreTechnology or IntegrationGrass seed supplier providing RPR self-healing grass technology, Resilient Blue stress-resistant varieties, and various grass seed mixtures for golf, football, and sports turf. Key technology partner with proprietary grass varieties.
• AquatrolscoreTechnology or IntegrationSupplies wetting agents including Revolution (patented technology), Aqueduct, Primer Select, Dispatch, and related products for water management in turf. Long-standing partnership with 50 years of research and product development.
• FleetcoreTechnology or IntegrationLine marking paints and equipment including Elitvit (CO2-neutral), Colour XS, and Fleet Kombi marking machines. Products manufactured with renewable solar energy.
• ICL (formerly Everris)coreTechnology or IntegrationSupplies Sportsmaster, Greenmaster, and Sierraform GT fertilizer brands including CRF, liquid fertilizers, and specialty nutrition products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• SiteOne Landscape Supply: Largest North American distributor of turf, irrigation and landscape supplies. Broader portfolio and geography than Jordelit, but the same B2B distribution model supplying golf courses, sports facilities and groundskeepers.
• ICL Group: Global specialty fertilizer and turf-nutrition manufacturer (Sportsmaster, Greenmaster, Sierraform GT — all stocked by Jordelit). Upstream principal as well as a competitor to specialty distributors via direct channels.
• Barenbrug Holland: Global grass seed breeder and supplier (RPR, Resilient Blue — distributed by Jordelit). Functions as a principal partner in Sweden/Norway but operates its own distribution channels in other regions, making it both peer and supplier.
• Harrell's: US-based specialty distributor of turf and ornamental inputs (fertilizers, chemicals, seed) to golf courses and sports facilities. Comparable B2B specialty distribution model targeting the same end customer.
• Target Specialty Products: North American distributor of specialty turf, pest and landscape inputs to golf and sports markets. Comparable B2B specialty distribution model with overlapping vendor principals.
• Aquatrols: Global wetting-agent and soil-surfactant supplier for turf and agriculture with 50+ years of R&D. A core Jordelit partner whose products (Revolution, Aqueduct) anchor the wetting-agent category.
• Syngenta (Turf & Landscape): Global crop protection and turf chemical company supplying fungicides, growth regulators and other inputs to Jordelit. A principal supplier but also a potential direct competitor if it bypasses distributors in the Nordic market.

Direct peers

• Greenlay Grass: UK distributor specializing in professional turf and amenity grass seed and related inputs for golf, sports and landscape markets. Closely comparable product mix and B2B distribution motion to Jordelit.
• Headland Amenity: Specialty supplier of turf and amenity fertilizers, seed and crop protection products for golf, sports and landscape markets across the UK and Ireland. Directly comparable specialty turf distributor.
• Rigby Taylor: UK-based distributor of professional turf-care products (fertilizers, seed, line-marking, wetting agents) to golf courses and sports grounds. Highly comparable specialty distributor model serving the same pro turf customer base in another mature European market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/svensk-jordelit-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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 Earth Elite