Plant It Earth, Inc.

What Plant It Earth, Inc. does

Plant It Earth, Inc. is a privately held, Florida-licensed lawn care and pest control company founded in 2003 and headquartered in Plant City, FL. The company delivers recurring, subscription-based lawn fertilization, weed control, aeration (including a proprietary liquid aeration method), ornamental tree and shrub care, palm tree treatments, and indoor/outdoor pest control (fire ants, mosquitoes, cockroaches, termites) to residential homeowners across seven Central Florida counties, with physical offices in Plant City, Tampa, and Sarasota. Its go-to-market is direct-to-consumer, operating a field service model in which licensed technicians—using trucks equipped with 1,000-gallon freshwater tanks and separate mixing tanks—visit each property on a scheduled cadence to apply custom-mixed liquid and granular formulations tailored to local soil, grass type, and pest pressure.

The company's economics are anchored by monthly recurring revenue under a no-long-term-contract policy, supplemented by a la carte services, an annual prepay discount (10%), a first-application promotion (50% off), and a tiered GreenPerks loyalty program (Bronze/Silver/Gold/Platinum) that offers 5–25% bundled-service discounts and, at the top tier, a two-year price-lock commitment. Distribution runs exclusively through direct channels: inbound phone and text sales, online self-serve quote forms, and on-site service delivery. Customer acquisition leverages a $25 referral credit program, an educational content marketing blog with Florida-specific lawn and pest topics, and a substantial review footprint of 1,428+ Google reviews across its locations.

Plant It Earth reports over 10,000 residential customers served and ranges between 11 and 50 employees. Branding carries both 'Plant It Earth' and 'PIE' shorthand, with prior legacy name 'NLT' still referenced by long-tenured customers. The website footer credits '©2026 Fairway,' suggesting a possible holding-company relationship, though no formal parent, investor, or ownership structure is disclosed. No institutional funding rounds, M&A activity, regulatory actions, patents, or executive leadership changes are documented in the source data.

Name

Plant It Earth, Inc.

Legal name

Plant It Earth, Inc.

Website

https://plantitearthflorida.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Plant It Earth is a privately held Florida lawn care and pest control company that delivers recurring, no-contract fertilization, aeration, and pest management services to over 10,000 residential customers across seven Central Florida counties via licensed field technicians.

Ownership category

akta.pro rank

Product category

Residential Lawn Care and Pest Control Services

NAICS

Landscaping Services (561730), Exterminating and Pest Control Services (561710)

SIC

Agricultural Services (700), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)

akta.pro secondary industries

Grounds Pest & Mosquito Control (Outdoor) (BPABADAK), Lawn & Ornamental Insect Control (Grubs, Chinch Bugs, Aphids) (HSAIANAH), Tree & Shrub Fertilization & Plant Health Care (PHC) (HSAIAGAG), Organic Mosquito/Tick/Flea Control (Eco Yard Programs) (HSAMALAG)

Keywords

• Lawn care services
• Pest control services
• Residential landscaping
• Lawn fertilization
• Weed control

Headquarters

HQ city

Plant City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Recurring Lawn Care Services: Monthly subscription-based lawn care and pest control services with no long-term contracts. Customers pay recurring fees for scheduled treatments including fertilization, weed control, aeration, and pest management. The company offers a 10% discount for annual prepay and various GreenPerks bundled packages.
2. A la Carte Services: Individual service purchases including aeration, tree and shrub care, palm tree treatments, and specialized pest control (termite, mosquito, fire ant, cockroach control).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Plant It Earth, Inc. delivers recurring residential lawn care and pest control services to Florida homeowners, including fertilization, weed control, liquid aeration, disease management, ornamental tree and shrub care, palm tree treatments, and pest control for ants, roaches, spiders, termites, mosquitoes, and fire ants. Services are custom-mixed on-site and delivered by licensed technicians assigned to each property on a recurring monthly schedule.

Product overview

Plant It Earth offers a comprehensive lawn care and pest control service portfolio centered around its core lawn care program since 2003. The main offerings include lawn care services (aeration, weed control, fertilization, disease control), ornamental tree and shrub care, palm tree treatments, and full indoor/outdoor pest control services (fire ants, mosquitoes, cockroaches, termites). The company operates on a no-contract basis with custom-mixed treatments delivered by licensed technicians using both liquid and granular methods. The GreenPerks loyalty program enables customers to bundle services for discounts of 5-25%, while a referral program provides $25 credits per referral. Services are focused exclusively on Central Florida communities including Tampa and Sarasota.

Differentiator

Problem solved

Functional benefit

Brands

• GreenPerks™: Loyalty and bundled services program offering discounts up to 25% on lawn care services with tiered Bronze, Silver, Gold, and Platinum packages.

Products and services

• Lawn Care Services Comprehensive recurring lawn care program for Florida homeowners covering aeration, fertilization, weed control, and disease management tailored to local climate and soil conditions.
• Liquid Aeration Services

Quantifiable outcome

• Satisfaction guaranteed with free follow-up visits if not happy with service
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TruGreen: The largest U.S. residential lawn care service company with national footprint. Directly comparable to PIE in core lawn fertilization, weed control, and aeration services, but operates at vastly greater scale and with broader geographic diversification.
• Truly Nolen: Established national pest control company with growing lawn-adjacent services. Comparable to PIE in pest-side offerings and in operating recurring service routes on residential properties.

Direct peers

• Massey Services: Florida-headquartered integrated lawn care, pest control, and termite service provider. Closest direct competitor to PIE in the same Central Florida geography, with overlapping service portfolio including fertilization, pest, and termite control.
• Arrow Exterminators: Regional Southeast U.S. pest and lawn care operator offering integrated pest management and lawn health services. Comparable to PIE in its combination of pest control and turf services under a recurring service model.
• Lawn Doctor: National lawn care franchise offering fertilization, weed control, and pest management via local owner-operators. Comparable to PIE in service mix and subscription-style recurring treatment model, though distributed via franchise rather than corporate-owned routes.
• NaturaLawn of America: National franchise focused on organic and environmentally responsible lawn care. Comparable to PIE in lawn fertilization core but with a stronger eco-friendly positioning that intersects PIE's noted 'eco-friendly' treatment offering.
• HomeTeam Pest Defense: National residential pest control company with termite and general pest expertise. Comparable to PIE's pest control division in recurring service model and integrated pest management offerings.

Emerging players

• Mosquito Joe: National franchise specializing in outdoor mosquito, tick, and flea control. Direct overlap with PIE's Mosquito Control sub-product, though Mosquito Joe is single-service and franchise-distributed rather than bundled into a full lawn care package.

Regional players

• Florida Pest Control: Florida-focused pest control company serving residential and commercial customers with termite, pest, and lawn-adjacent services. Comparable as a regional Florida incumbent with overlapping pest and lawn offerings, though broader Florida footprint.

Others

• Yelp/HomeAdvisor Lawn Care Pros: Lead-generation platforms aggregating local lawn and pest control service providers. Indirectly comparable as a customer acquisition channel and competitive force on local-search dynamics that PIE's review-based moat relies on.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PlantItEarthInc
• Facebookfacebook.com/plantitearthflorida

Revenue estimate

Valuation estimate

Number of profiles

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 Plant It Earth, Inc.