What Champost does

Champost is a Danish family-owned manufacturer of natural garden and landscaping products, headquartered on the Goul family's ancestral farm in Snedsted, Thy, Denmark, and currently led by third-generation director Henrik Goul. The company converts locally sourced horse manure from Danish riding schools — through a proprietary two-stage composting and windrow pasteurization process — into a portfolio of organic soil amendments, specialty soil mixes, peat-free growing media, bark and wood chips, and landscaping aggregates, including a unique Vækst-ler (moler/diatomite clay) water-management product sourced from Fur.

The business sells exclusively through a nationwide dealer and retailer network across Denmark — garden centers, nurseries, and building material retailers — with no direct e-commerce channel. A dealer locator tool on the company website directs customers to local stockists. Demand generation is driven by a content marketing program of 40+ video tutorials and articles co-produced with Danish gardening influencers (Frede from Udkansk, Anne Marie Sindberg, Thomas from Have og Vildtplejeren) and an active community on the 'Møglækker Have' Facebook group, supplemented by email newsletters.

Champost's product range is anchored by Jordforbedring (composted horse manure) as the core organic fertilizer ingredient used across multiple SKUs, with a decade-long R&D commitment to spagnum-free formulations using Skovmuld (forest compost) sourced via a partnership with Naturstyrelsen Thy at the Østerild wind turbine restoration site. The customer base spans Danish home gardeners (primary segment) and a smaller set of professional landscapers and public gardens. Revenue is not publicly disclosed; the company operates as a privately held ApS with a headcount of 6.

Name

Champost

Legal name

Champost ApS

Website

https://champost.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Champost is a Danish family-owned manufacturer of natural, peat-free garden soils, compost, bark, and landscaping aggregates, made from locally sourced horse manure and sold through a nationwide Danish dealer network to home gardeners and professional landscapers.

Ownership category

akta.pro rank

Product category

Garden Soil & Growing Media

NAICS

Compost Manufacturing (325315), Fertilizer and Compost Manufacturing (32531)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Cover Crop Seed & Green Manure Inputs (AFABAKAH)

Keywords

• Composted manure products
• Peat-free growing media
• Organic soil amendments
• Garden bark mulch
• Landscaping aggregates

Headquarters

HQ city

Snedsted

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: Champost generates revenue through the sale of physical soil, compost, bark, sand, gravel, and related garden products via a nationwide dealer/retailer network in Denmark. Products are sold in standard retail formats (20L, 50L bags, and Bigbag 900–2,500L formats). The company sells directly to dealers who then resell to end consumers. No online direct-to-consumer purchasing is evident on the website.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Champost manufactures and sells a comprehensive portfolio of natural, organic, and peat-free garden soil products, fertilizers, bark, wood chips, sand, and gravel for Danish consumers and professional landscapers. The flagship product, Champost Jordforbedring, is composted and pasteurized horse manure sourced from local riding schools, produced via a proprietary two-stage composting and windrow heating process at the family farm in Thy. The portfolio spans specialized soil mixes for roses, raised beds, hedges, seeds, container planting, and acid-loving plants, alongside Vækst-ler growth clay, decorative bark and wood chips, and a full range of construction aggregates.

Product overview

Champost is a Danish family-owned garden products company based in Thy, offering a comprehensive portfolio of natural, sustainable, and organic soil products, fertilizers, bark, wood chips, and landscaping materials. The core product is Jordforbedring (Soil Improvement) — composted and pasteurized horse manure — which serves as the foundational organic fertilizer ingredient across many products. The portfolio includes specialized soil mixes for different purposes: Planteskolejord (Plant Nursery Soil), Rosenjord (Rose Soil), Højbedsmuld (Raised Bed Soil), and Hækmuld (Hedge Soil); peat-free alternatives such as Såjord (Seed Soil), Pottemuld (Potting Soil), and Spagnumfri Krukkejord (Peat-Free Container Soil); and structural products like Vækst-ler (Growth Clay for drainage), Plænedress (Lawn Dressing), and Naturgødning (Natural Fertilizer). Bark and wood chip offerings include Dækbark (Cover Bark), Pyntebark (Ornamental Bark), Træflis (Wood Chips), and Skovflis (Forest Chips). A complete range of aggregates covers granite chippings in multiple colors, natural stones, and construction sands including Stabilgrus, Stenmel, Afretningsgrus, and Murersand. Specialty soils serve niche needs: Tagjord (Roof Soil), Surbund (Acidic Soil), Spagnumfri Surbundsjord (Peat-Free Acidic Soil), Eksotisk Jord (Exotic Soil for palms/olive/citrus), and Plantesæk (Planting Bag for greenhouse vegetables). The company also produces the Økologisk Universal Gødning (Organic Universal Fertilizer) — a liquid, plant-based fertilizer — and Kartoffelsæk (Potato Bag) for home potato growing. All products emphasize sustainability, peat-free alternatives, and organic/natural fertilization based on composted horse manure.

Differentiator

Problem solved

Functional benefit

Products and services

• Jordforbedring (Soil Improvement) Core product consisting of composted and pasteurized horse manure, used as top dressing for garden beds, along hedges, in kitchen gardens, raised beds, and pots. Approved for organic cultivation.
• Såjord (Seed Soil) Sustainable peat-free seed soil composed of composted willow chips, calf manure, and composted coniferous forest plant material, for sowing seeds.
• Planteskolejord (Plant Nursery Soil) Soil for outdoor pots, containers, and window boxes, containing organic fertilizer in the form of composted horse manure to support plant growth.
• Rosenjord (Rose Soil) Specialized soil for roses and perennials; the organic fertilizer (composted horse manure) makes it particularly attractive for rose cultivation.
• Pottemuld i kuffert (Potting Soil in Suitcase) Peat-free indoor potting soil with organic fertilizer and Vækst-ler (expanding clay). When watering, the clay absorbs excess water and creates a water reservoir at the bottom of the pot.
• Krukkejord / Spagnumfri Krukkejord (Peat-Free Container Soil) Peat-free soil suitable for all outdoor pots and window boxes. Made of sifted topsoil, soil improvement, Vækst-ler, and natural fibers, marketed as a sustainable choice for environmentally conscious gardeners.
• Vækst-ler (Growth Clay / Expanded Clay) Made from moler (diatomite) from Fur, Denmark. Used as drainage at the bottom of pots; absorbs and stores water, releases it back to roots, reduces watering frequency, and minimizes the risk of overwatering.
• Højbedsmuld (Raised Bed Soil) Growing medium for vegetables, herbs, and flowers in raised beds. Porous, pleasant to work with, and organically fertilized with Champost Jordforbedring; suitable for organic cultivation.
• Plænedress (Lawn Dressing) Used for establishing and maintaining lawns. Extremely porous and easy to spread. Consists of Champost Jordforbedring (composted horse manure), sand, and fine sifted topsoil.
• Naturgødning (Natural Fertilizer) 100% organic fertilizer consisting of composted horse manure and biogas fiber, with a high pH value where plants' utilization of nutrients is greatest.
• Hækmuld (Hedge Soil) Soil for planting new hedges. Organically fertilized with composted horse manure so new plants quickly make contact with the soil.
• Harpet muld (Sifted Topsoil) Sifted topsoil for establishing new gardens, raising ground levels, or leveling holes in the garden.
• Plantemuld (Plant Soil) Consists of sifted topsoil, soil improvement, natural fertilizer, and sand. Designed for planting flowers, perennials, and trees, with a recommended 5 cm top dressing of Champost Jordforbedring after planting.
• Tagjord (Roof Soil) Roof soil that can store 50% of its volume in water. Consists of sifted topsoil, composted horse manure, and Vækst-ler (moler/diatomite clay with excellent absorption capacity).
• Spagnumfri Surbundsjord (Peat-Free Acidic Soil) Peat-free acidic soil specifically developed for plants requiring acidic soil for optimal growth (pH approximately 5.5). Suitable for rhododendrons, blueberries, and heather. Made from composted coniferous forest plant material (skovmuld), Champost Jordforbedring, and bio-fibers. Available in 40 liter bags.
• Eksotisk Jord (Exotic Soil) Specially developed to give palms, olive, and citrus trees the best conditions to thrive under Nordic conditions. Resembles Mediterranean soil; composed of stone dust and local recycled natural materials from Thy. Contains natural fertilizer and minerals; both drains and stores water; completely peat-free.
• Plantesæk (Planting Bag) Premium growing medium for cucumbers, tomatoes, peppers, chili, and other greenhouse crops. Can be used in capillary boxes or placed directly on soil indoors or outdoors. Naturally fertilized with composted horse manure (Champost Jordforbedring), suitable for organic cultivation. Available in 50 liter bags.
• Kartoffelsæk (Potato Bag) Peat-free and naturally fertilized soil specifically suited for potato cultivation under Danish weather conditions. Low clay content and structure make it easy to harvest and clean new potatoes. Available in 10 liter bags.
• Økologisk Universal Gødning (Organic Universal Liquid Fertilizer) Natural and organic liquid fertilizer made from plant juice from Danish organically grown plant material. Full of beneficial microorganisms that support healthy soil. 100% plant-based. Approved for the Danish Ø-label (organic certification). Available in 2.5 liter bottles.
• Deko-Bark 7-15 mm (Decorative Bark) Decorative and attractive red/brown bark suitable for all plants. Unique for decorations in pots and containers. Biologically degradable and retains soil moisture. Size 7-15 mm.
• Pyntebark 15-25 mm and 25-50 mm (Ornamental Bark) Attractive reddish-brown pine bark in sizes 15-25 mm and 25-50 mm, suitable for pots and flower beds, around perennials, and along hedges.
• Dækbark (Cover Bark) Natural Danish bark from coniferous trees. Used for ground cover in beds and paths. Minimizes weeds significantly and helps retain soil moisture in summer. Size 10-100 mm. A layer of approximately 10 cm is recommended.
• Træflis 25-50 mm (Wood Chips) Wood chips with an attractive light color. Made from whole trunks without bark or twigs. Used for ground cover around hedges and in beds, surfacing on walkways and paths, and as playground safety surface. Size 25-50 mm.
• Skovflis (Forest Chips) Made from whole trees and contains needles, leaves, twigs, and bark. Used for ground cover in gardens and larger green areas to prevent weeds from emerging. More coarse; decomposes faster than other bark types. Size 0-100 mm. Available in Bigbag 2,500 liters.
• Havsand (Beach Sand) Washed sand without salt. Very fine and particularly suitable for sandboxes, paving, and decorations.
• Granitskærver (Granite Chippings) — Gray, Black, Red, and White Decorative granite chippings in gray (11-16 mm), black, red (8-12 mm), and white (8-11 mm). Used for paths and beds in gardens and driveways. Color changes when wet or dry. Available in 20 kg bags or 1 ton.
• Hvide natursten (White Natural Stones) Natural white stones that are light with a fine rounded shape. Color variation suits many constructions regardless of whether it is brick, wood, or concrete. Size 4-18 mm. 16 kg per bag / Bigbag 900 kg.
• Murersand (Mason Sand) A blend of stones and sand for mixing with cement and for plastering.
• Petanque-stigrus (Petanque / Path Gravel) A blend of stone dust and crushed granite. Suitable for laying paths and driveways. Size 0-5 mm.
• Stabilgrus (Stabilizing Gravel) A blend of sand and large stones. Used as a load-bearing layer in driveways and other places where the surface needs to be stable. Size 0-32 mm.
• Stenmel (Stone Dust) — Gray and Black Gray and black stone dust used as joint material between patio tiles and walkways, or as walkway surface in gardens. Also used as a base for granite chippings. Size 0-2 mm.
• Afretningsgrus (Leveling Gravel) Used in garden construction projects and driveways. Gravel is used as a base before laying paving stones. Size 0-8 mm.
• Afretningssand (Leveling Sand) Used for larger and smaller garden construction projects and driveways. Sand is used as the final base before laying paving stones and tiles. Size 0-4 mm.

Quantifiable outcome

• Champost Jordforbedring, when applied as a 5 cm top-dressing once per year, provides sufficient nutrition for garden plants throughout the growing season without additional fertilizer needed
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Naturstyrelsen ThycoreStrategic or Co-development Partner · 1 January 2010Champost partners with Naturstyrelsen Thy to utilize the organic surface layer (førnelag/composteret plantemateriale) removed during the wind turbine natural restoration project at Østerild in Thy. This material, which would otherwise be discarded as waste, is processed by Champost into Skovmuld — a spagnum-free growing medium that replaces peat in Champost's product formulations. This collaboration supports both environmental restoration goals and Champost's sustainability objectives, reducing reliance on non-renewable peat resources.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pindstrup Mosebrug: Danish peat and growing-media producer with a similar product portfolio (substrates, potting mixes, peat-reduced media) sold through garden centers and professional horticulture channels. Most directly comparable competitor given shared Danish origin, peat-reduction focus, and overlapping customer base.
• Culterra: Organic soil, compost, and bark products manufacturer serving home gardeners and landscapers in Northern Europe. Direct overlap on organic compost and soil-amendment SKUs.
• Tref Group (TrefGoed): Dutch organic-fertilizer and soil-amendment brand sold through garden-center channels across Western Europe. Comparable in its organic/biological positioning and specialty SKU strategy.
• Klasmann-Deilmann: European substrate and growing-media specialist with a strong peat-reduction and wood-fiber product line. Comparable as a substrate manufacturer investing in peat alternatives and serving both hobby-gardener and professional horticultural segments.
• Floragard Vertriebs-GmbH: German manufacturer of branded growing media (potting soils, specialty substrates, lawn care). Direct product-portfolio overlap with Champost, sold through European garden-center channels.

Broad incumbents

• Westland Horticulture: UK-based mass-market gardening brand with extensive soil, compost, and fertilizer ranges sold across European retailers. Broader scale and SKU breadth than Champost but overlapping customer base.
• Kekkilä Professional: Finnish professional growing-media and landscaping-soil manufacturer owned by Neova Group. Comparable in peat-reduction R&D and professional/hobby channel mix, with broader geographic reach than Champost.
• Compo GmbH: Large European gardening brand with broad portfolio of soils, fertilizers, lawn care, and pest control. Wider category footprint than Champost and serves a similar DIY-gardener customer.

Emerging players

• Biobizz Worldwide: Dutch organic fertilizer and substrate brand specializing in biological / OMRI-listed inputs for hobby and small-grower markets. Comparable organic/biological positioning, though primarily serves the indoor-grow segment.

Regional players

• Lambert Peat Moss: Canadian peat and growing-media producer focused on North American markets. Comparable as a peat-based substrate specialist but does not directly compete with Champost in Denmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/moeglaekkerhave
• LinkedInlinkedin.com/company/champost

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Champost