The Joe Gardener

What The Joe Gardener does

The Joe Gardener operates joegardener.com, a multi-platform organic gardening education business serving home gardeners in the US and internationally. The company, founded in 2017 by Joe Lamp'l and operated through agrivana Media, LLC in Alpharetta, Georgia, unifies four content formats—a weekly podcast (The joegardener Show, 480+ episodes), a video library on YouTube and the website, a blog with thousands of articles, and a paid online course platform (the joe gardener Online Gardening Academy). The flagship paid course is Growing Epic Tomatoes, co-taught with Craig LeHoullier. The ecosystem is anchored by Growing a Greener World, an Emmy Award-winning national PBS television series that has aired for 10+ seasons and 200+ episodes across 96% of US markets and 38 countries, providing mainstream credibility and reach that competitors in the niche cannot easily match.

The company monetizes through a diversified content commerce model: premium online courses via direct sales, book sales through Amazon and retail (including The Vegetable Gardening Book, published September 2022), podcast sponsorships and brand partnerships (Milorganite, Soil3), affiliate commissions via the Amazon Associates program, and paid speaking engagements at gardening conferences and industry events. The go-to-market approach is content-led and community-led, with a freemium funnel converting engaged followers (built via the #iamajoegardener hashtag, a closed Facebook Group, and an email newsletter gated by a free '5 Steps to Your Best Garden Ever' eBook) into paying course students and book buyers. Customer segments are horizontal and persona-based, targeting beginner through veteran home gardeners focused on organic and ecological practices.

Operationally, the business is bootstrapped and self-funded with no external institutional investment disclosed. The team is lean—Joe Lamp'l serves as founder and primary content producer, supported by Director of Marketing and Communications Amy Prentice and GardenFarm Manager Tobi McDaniel. There is no proprietary technology stack, API, or app; the business model is fundamentally a personal-brand-driven media and education enterprise whose value derives from Joe Lamp'l's credibility, content library, and television presence rather than from technology differentiation or product-led growth mechanics.

Name

The Joe Gardener

Legal name

Agrivana Media, LLC

Website

https://joegardener.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Joe Gardener operates joegardener.com, a multi-platform organic gardening education platform serving home gardeners through podcasts, online courses, books, and an Emmy Award-winning PBS television series hosted by founder Joe Lamp'l.

Ownership category

akta.pro rank

Product category

Gardening Education

akta.pro primary industry

Sustainable/Regenerative Agriculture & Conservation Practices (EDAOAOAO)

Keywords

• Organic gardening education
• Online gardening courses
• Gardening podcast content
• Home gardening resources
• Vegetable gardening guides

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Online Courses: The joegardener Online Gardening Academy offers premium online courses including 'Growing Epic Tomatoes with Joe Lamp'l and Craig LeHoullier'. These courses represent the primary paid digital product offerings and likely constitute the main revenue driver alongside book sales.
2. Book Sales: Joe Lamp'l has published multiple books including 'The Vegetable Gardening Book' (September 2022) and 'The Green Gardener's Guide'. Book sales through Amazon and retail channels provide recurring revenue.
3. Affiliate Marketing: The website operates an Amazon Associate program where affiliate links in blog posts and content generate commissions on product sales. Brand partners including Milorganite and Soil3 may include affiliate or sponsored arrangements.
4. Speaking Engagements: Joe Lamp'l charges speaking fees for public talks at gardening events, conferences, and industry engagements. Topics include raised bed gardening, composting, ecological gardening, and organic vegetable gardening.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Joe Gardener provides organic gardening education through a centralized hub at joegardener.com, combining free content (podcast, videos, blog) with premium paid online courses via the Organic Gardening Academy. The company sells its own books, operates the Emmy-winning PBS series Growing a Greener World, and monetizes through affiliate partnerships, brand sponsorships, and speaking engagements.

Product overview

The Joe Gardener is a multi-platform gardening education company offering a unified ecosystem of organic gardening content. The core platform joegardener.com serves as a central hub providing videos, podcasts, online courses, and blog posts. The flagship offering, The joegardener Show podcast, delivers weekly expert interviews and practical advice. The joe gardener Online Gardening Academy™ provides structured courses including the popular Growing Epic Tomatoes course. Complementary products include the Emmy Award-winning PBS series Growing a Greener World®, Joe Lamp'l's book The Vegetable Gardening Book, and free resource guides such as the 5 Steps to Your Best Garden Ever eBook and The Best of the Must-Haves™ Resource Guide. The company also previously produced the TV show Fresh from the Garden on DIY Network.

Differentiator

Problem solved

Functional benefit

Brands

• joe gardener Online Gardening Academy: Online educational platform offering gardening courses taught by Joe Lamp'l and guest experts.
• The joegardener Show
• Growing a Greener World

Products and services

• joe gardener Online Gardening Academy Premium online course platform sold directly to home gardeners through organicgardeningacademy.com, offering structured programs taught by Joe Lamp'l and guest experts on topics such as growing tomatoes, ecological gardening, and organic methods.
• Growing Epic Tomatoes Course

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• MilorganiteminorGTM or Marketing PartnerMilorganite is listed as a brand partner on the joegardener blog. The partnership appears to be a marketing/affiliate relationship where Milorganite, a fertilizer brand, is promoted through the website's brand partner section.
• Soil3minorGTM or Marketing PartnerSoil3 (a soil brand) appears as a brand partner in the blog sidebar. The relationship involves promotional placement on the joegardener website, likely in exchange for affiliate commissions or brand partnership fees.
• YoderbiltminorGTM or Marketing PartnerJoe Lamp'l mentions his greenhouse is made by Yoderbilt in podcast content (12 feet by 32 feet). This appears to be a personal testimonial/endorsement relationship rather than a formal corporate partnership.
• Amazon AssociatesminorGTM or Marketing PartnerThe website operates as an Amazon Associate, earning commissions from qualifying purchases made through affiliate links to Amazon product listings. This includes books, gardening tools, and other products referenced in content.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GrowVeg: A gardening planning and advice platform that helps home gardeners plan, plant, and manage gardens through digital tools and educational content. It overlaps with The Joe Gardener's consumer gardening education and direct-to-consumer audience model.
• Gardening Know How: A large online gardening information publisher covering plant care, growing techniques, and practical problem solving for home gardeners. It is comparable as a content-led destination competing for the same gardening audience and advertiser or commerce opportunities.
• Epic Gardening: A digital gardening education and commerce brand built around expert-led videos, articles, products, and community. It is a close analog for using gardening content to drive a broader consumer ecosystem.

Broad incumbents

• Baker Creek Heirloom Seeds: A seed retailer and gardening community known for heirloom varieties, catalogs, and educational content. It overlaps with The Joe Gardener in content-led discovery, consumer gardening products, and community engagement.
• Johnny's Selected Seeds: A seed, tool, and growing-supply company serving gardeners and small farms, with substantial educational growing resources. It is comparable through the intersection of expert horticultural guidance and direct-to-consumer gardening products.
• Gardener's Supply Company: A U.S. retailer and resource provider for gardening supplies, tools, and educational growing guidance. It overlaps through home-gardener education and consumer commerce, although it is primarily a product retailer rather than a creator-led course platform.
• Burpee: A major U.S. seed and plant brand with growing guides and direct-to-consumer gardening products. It is a broad incumbent comparable in trusted gardening content, customer audience, and direct-to-consumer commerce.
• The Old Farmer's Almanac: A long-running gardening, weather, food, and seasonal resource brand with commercial offerings including seeds and books. It is comparable as an established content-led gardening brand combining education, publishing, and commerce.

Regional players

• Royal Horticultural Society: A leading U.K. horticulture membership and education organization offering growing advice, community, shows, and horticultural resources. It is a regional peer in gardening education and community engagement, with a more institutional model than The Joe Gardener.
• Garden Organic: A U.K. organization focused on organic gardening, practical growing advice, and community engagement. It is a strong thematic peer because it combines ecological gardening education with a trusted, mission-driven community brand.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/joegardener
• YouTubeyoutube.com/user/joegardenerTV
• Facebookfacebook.com/joegardenerTV
• Instagraminstagram.com/joegardener
• Pinterestpinterest.com/joegardener

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Joe Gardener