PRO MIX

What PRO MIX does

PRO MIX operates as the PT Growers and Consumers division of Premier Tech Ltd., a privately held Canadian corporation headquartered in Rivière-du-Loup, Quebec, with roots tracing to the 1923 founding of Premier Peat Moss Corporation. The business manufactures and sells professional growing media under the PRO-MIX® brand and biological inoculants under the AGTIV® brand to commercial growers across North America and select international markets, with distribution spanning four continents.

The product platform is built on peat, coir, and bark-based growing substrates enhanced with four proprietary biological active-ingredient families: mycorrhizal inoculants (Rhizophagus irregularis), Bacillus strains (PTB180, PTB185, PTB101, PTB108, PTB124 including B. velezensis, B. halotolerans, and Priestia megaterium), Rhizobium variants for legume nitrogen fixation, and Serendipita indica for phytohormone induction. Industrial-scale reproduction is enabled by the world's first aseptic mycoreactor plant (2000) and a 3,000 m² dedicated R&D laboratory, supporting a portfolio of registered sub-brands (AGTIV REACH, AMPLIFY, STIMULATE, THRIVE, ENRICH, FUEL, IGNITE, UPTAKE) and EPA-approved bio-fungicide formulations. Adjacent lines include PRO-MOSS® for mushroom cultivation and the WeedOut® Ultra Professional bio-herbicide.

Revenue is generated through one-time B2B sales of growing media and inoculants, priced on a quote basis and distributed exclusively through authorized resellers: ten named regional distributors across Canadian provinces (Canadian Hydrogardens, Teris, Plant Products, Halifax Seed, Eastchem, Biofloral, Green Planet Wholesale, All Grow Garden, Nutrien Ag Solutions, HJS Wholesale), a US distribution network, and territory-based sales representatives covering Mexico and the Western/South-Eastern US. The Grower Services team provides analytical testing, on-site consultation, and education across four primary customer segments—ornamental, controlled-environment agriculture, turf and landscaping, and medicinal/cannabis—with field agriculture as an emerging segment via the AGTIV® row-crop inoculant line.

Name

PRO MIX

Legal name

Premier Tech Ltd.

Website

https://pthorticulture.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

51–100 employees

Short description

PRO MIX, the PT Growers and Consumers division of Premier Tech Ltd., manufactures professional peat-based growing media and proprietary biological inoculants for commercial ornamental, controlled-environment agriculture, turf, medicinal, and field-crop growers across North America and select international markets.

Ownership category

akta.pro rank

Product category

Professional Horticulture Growing Media

NAICS

Pesticide, Fertilizer, and Other Agricultural Chemical Manufacturing (3253)

SIC

Industrial Organic Chemicals (2860)

akta.pro primary industry

Organic & Biological Input Retail (Biostimulants, Biopesticides, OMRI) (AFABAJAK)

Keywords

• Professional growing media
• Biological inoculants
• Horticulture substrates
• Mycorrhizal inoculant production
• Peat-based growing media

Headquarters

HQ city

Rivière-du-loup

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. PRO-MIX Growing Media Sales: Sale of peat, coir, and bark-based growing media products for professional growers. Products include various formulations (BX, HP, BK, BKI, MPX, CX, CCX, CPX, etc.) with different active ingredient combinations.
2. AGTIV Inoculant Sales: Sale of biological inoculant products including mycorrhizae, Bacillus, rhizobium, and Serendipita-based formulations in powder, granular, and liquid forms.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

PRO MIX (Premier Tech Growers and Consumers) manufactures and sells professional growing media (peat, coir, and bark-based substrates under the PRO-MIX® brand) and biological inoculants (under the AGTIV® brand) containing mycorrhizal fungi, Bacillus bacteria, rhizobium, and Serendipita. Products are sold to commercial growers in ornamental, controlled-environment agriculture, turf/landscaping, and medicinal plant markets across North America through distributor networks and direct sales representatives.

Product overview

PRO MIX (Premier Tech Growers and Consumers) offers a portfolio of professional horticulture and agriculture products centered on two main brands: PRO-MIX® growing media and AGTIV® biological inoculants. PRO-MIX® encompasses peat-based, coir-based, and bark-based growing media formulations (BK, BKI, BX, CX, HP, HPCC, HPO, MPX, MPO, FPX, FPO, FVCO, NAC, NAO, NAX, CCX, CPX variants) enhanced with biological active ingredients. AGTIV® is the biologicals technology brand covering Mycorrhizae (AGTIV REACH®), Bacillus combinations (AGTIV AMPLIFY®, AGTIV STIMULATE®), Rhizobium technologies (AGTIV THRIVE®, AGTIV FUEL®, AGTIV ENRICH®), Serendipita (AGTIV IGNITE®), and bacterial combos (AGTIV UPTAKE®). The portfolio also includes PRO-MOSS® peat products for mushroom cultivation and WeedOut® Ultra Professional herbicide. The company provides Grower Services including analytical testing, on-site consultations, and education to support product implementation.

Differentiator

Problem solved

Functional benefit

Brands

• PRO-MIX®: Professional growing media brand introduced in 1968, enhanced with high-performance active ingredients and considered a market reference. Includes peat, coir, and bark-based growing media products for commercial growers.
• AGTIV®
• PRO-MOSS®
• WeedOut®

Products and services

• PRO-MIX® Growing Media Peat, coir, and bark-based professional growing media formulations (including BX, HP, BK, BKI, MPX, CX, CCX, CPX variants) enhanced with biological active ingredients for optimal plant growth and crop performance. Targeted at commercial ornamental, controlled-environment agriculture, and turf/landscaping growers.
• AGTIV® Inoculants Biological inoculants containing Mycorrhizae, Bacillus, rhizobium, and Serendipita that enhance nutrient uptake, water absorption, and plant root development. Sold in powder, granular, and liquid forms to professional growers and agricultural producers.
• AGTIV REACH® Mycorrhizae-based technology (Rhizophagus irregularis / Glomus intraradices) that expands the root network through hyphae to reach further and uptake more nutrients and water, increasing plant resistance to abiotic stresses.
• AGTIV AMPLIFY® Combination of Bacillus and Mycorrhizae that stimulates plant growth and supports root systems for enhanced crop quality and yields.
• AGTIV STIMULATE® Bacillus-based technology (proprietary strains PTB180, PTB185, PTB101, PTB108, PTB124) that provides a healthy root zone leading to better yields by stimulating plants to grow more efficiently.
• AGTIV THRIVE® Combination of Mycorrhizae and Rhizobium that enhances nutrient uptake and nitrogen fixation for improved plant growth.
• AGTIV ENRICH® Combination of Bacillus and Rhizobium for enhanced soil enrichment and plant growth stimulation.
• AGTIV FUEL® Rhizobium-based nitrogen-fixing technology (Rhizobium leguminosarum, Bradyrhizobium japonicum, Mesorhizobium onobrychidis) for pulses and legumes.
• AGTIV IGNITE® Serendipita indica-based technology that induces plant gene expression and promotes phytohormone production for crops like canola and cereals.
• AGTIV UPTAKE® Liquid bacteria combo containing Bacillus velezensis (PTB101), Bacillus halotolerans (PTB108), and Priestia megaterium (PTB124) for enhanced fertilizer and soil nutrient uptake.
• PRO-MOSS® Peat-based products specifically developed for mushroom cultivation, including fibrous peat blends for casing layers, produced from select long-fibered blond Sphagnum peat moss.
• WeedOut® Ultra Professional Selective herbicide that harnesses the power of a natural plant hormone derived from peas and broad bean plants to target and eliminate broadleaf weeds at the root. Designed for professional turf and landscaping use.
• Grow Bag Solutions Pre-packaged growing media in grow bag format with peat-based and coir-based substrates for ease of use, quicker and cleaner set-up, and reduced manipulation. Targeted at greenhouse and medicinal plant growers.

Quantifiable outcome

• Enhanced root development and nutrient/water uptake through mycorrhizal symbiosis
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered core.

• Canadian Hydrogardens Ltd.coreChannel Partner/ Reseller/ DistributorEastern Canada distributor for professional growing products serving Ontario, Quebec, and Atlantic provinces with irrigation and greenhouse supplies
• Teris Services d'ApprovisionnementcoreChannel Partner/ Reseller/ DistributorEastern Canada distributor serving professional grower market
• Plant ProductscoreChannel Partner/ Reseller/ DistributorLong-standing Canadian distributor for horticultural products with focus on greenhouse and nursery segments
• Halifax SeedcoreChannel Partner/ Reseller/ DistributorAtlantic Canada distributor serving professional growers and landscape professionals
• Eastchem InccoreChannel Partner/ Reseller/ DistributorNewfoundland and Labrador distributor for professional growing products
• BiofloralcoreChannel Partner/ Reseller/ DistributorQuebec-based distributor specializing in horticultural and floricultural products
• Green Planet Wholesale LtdcoreChannel Partner/ Reseller/ DistributorCanadian wholesale distributor for professional growing products
• All Grow Garden & DistributioncoreChannel Partner/ Reseller/ DistributorOntario-based distributor serving professional growers
• Nutrien Ag SolutionscoreChannel Partner/ Reseller/ DistributorMajor agricultural solutions provider with extensive network across Western Canada for field agriculture products
• HJS Wholesale Ltd.coreChannel Partner/ Reseller/ DistributorWestern Canada distributor serving Manitoba and surrounding areas
• Peatland Ecology Research Group (PERG)coreStrategic or Co-development PartnerResearch group created in 1992 through Premier Tech's initiative, involving collaboration between Canadian horticultural peat industry, academic scientific community, and government agencies for peatland ecology research
• Canadian Sphagnum Peat Moss Association (CSPMA)coreStrategic or Co-development PartnerIndustry organization dedicated to promoting responsible management of Canadian peatlands with environmental and social stewardship commitments
• SCS Global ServicescoreStrategic or Co-development PartnerCertification body providing Veriflora Responsibly Managed Peatlands certification ensuring sustainable peatland management standards

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• ICL Group: ICL Group is a global specialty fertilizers and agrochemical company with growing biologicals portfolio. As a broad incumbent in agricultural inputs, ICL serves overlapping professional grower customers with specialty plant nutrition products that complement growing media and biological solutions.
• Haifa Group: Haifa Group is a global supplier of specialty plant nutrition products (water-soluble fertilizers, controlled-release fertilizers) serving professional horticulture and agriculture. It is a broad incumbent in plant nutrition that competes indirectly with PRO-MIX's complete growing solutions.
• Valent BioSciences: Valent BioSciences is a global leader in biorational products (biostimulants, biopesticides, biocontrol) and is a Sumitomo Chemical subsidiary. It competes with AGTIV's biological inoculant business in the broader agricultural biologicals market with deeper financial backing and global reach.

Direct peers

• Novonesis (formerly Novozymes): Novonesis is a global leader in biological solutions including agricultural inoculants, biostimulants, and biocontrol products. It competes with AGTIV's biological inoculant business (mycorrhizae, Bacillus) in the broader agricultural biologicals market serving professional growers.
• Lallemand Plant Care: Lallemand Plant Care is a Canadian-based division producing biological products including Bacillus and mycorrhizal inoculants for horticulture and agriculture. It is a direct competitor in the biological inoculant space where AGTIV operates, serving overlapping professional grower customers.
• Kekkilä-BVB: Kekkilä-BVB is a European leader in professional growing media and horticultural substrates, formed by merging Finnish Kekkilä and Dutch BVB. It competes with PRO-MIX in global growing media markets and serves similar professional grower segments with peat-based substrates.
• Berger: Berger is a Canadian-based manufacturer of peat-based growing media and substrates for professional horticulture, with global operations. It is a direct competitor to PRO-MIX in the professional growing media category with comparable product lines and customer focus.
• Sun Gro Horticulture: Sun Gro Horticulture is one of the largest North American producers of peat-based growing media (Sunshine, Black Gold, Fafard brands) and is the closest direct competitor to PRO-MIX in professional horticultural substrates. Both companies supply professional growers with peat-based growing media across similar customer segments.
• Lambert Peat Moss: Lambert Peat Moss is a Canadian peat harvesting and growing media company headquartered in Rivière-du-Loup, Quebec (same city as PRO-MIX). It is a direct competitor in professional peat-based growing media with overlapping customer base in North American horticulture.
• Jiffy Group: Jiffy is a Dutch-based global supplier of growing media, propagation systems, and substrates for professional horticulture. It directly competes with PRO-MIX in substrates and growing media while also offering complementary products like grow bags and propagation trays.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/promixgardening
• LinkedInlinkedin.com/company/premier-tech-horticulture

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 PRO MIX