Earthy
Earthy is a London-based direct-to-consumer company selling the Earthy Enrich, a countertop kitchen appliance that transforms UK household food waste into a nutrient-rich soil amendment called Erth™. It serves environmentally conscious UK consumers, home gardeners, and small families via its own Shopify e-commerce store.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Earthy does
Earthy (legally GetEarthy Limited, company number 13907919) is a London-based direct-to-consumer consumer hardware company. It designs, markets, and sells the Earthy Enrich, a countertop kitchen appliance that converts household food waste into a nutrient-rich soil amendment called Erth™. The device uses a proprietary process combining heat, abrasion, and oxygen to dry, grind, stove, and sterilise food scraps in approximately 4.5 hours, with chemical-free UV-C sterilisation, moisture and temperature sensors, activated carbon odour filtration, and a one-touch automated cycle that includes self-cleaning.
The company's revenue model is centred on a one-time hardware sale at £399, supplemented by a recurring consumable carbon filter programme (£8.99 per filter or £26.97 per 3-pack, with filter replacement recommended every 2–4 weeks). Secondary revenue streams include a 3-year extended warranty (Earthy Care, £79.95), discount bundles combining hardware with filters and warranty, and digital gift cards in £10–£399 denominations. All sales are conducted online through the Shopify-hosted getearthy.co.uk storefront, with free UK carbon-neutral shipping and a 100-day return policy. The company operates as a 16-person, UK-only business with no disclosed external investors, no B2B channel, and no international distribution. Target customers are environmentally conscious UK households, home gardeners, and families of 2–4 seeking to reduce kitchen food waste and eliminate bin odours.
Earthy firmographics
Firmographics- Name
- Earthy
- Legal name
- GetEarthy Limited
- Website
- https://getearthy.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Earthy is a London-based direct-to-consumer company selling the Earthy Enrich, a countertop kitchen appliance that transforms UK household food waste into a nutrient-rich soil amendment called Erth™. It serves environmentally conscious UK consumers, home gardeners, and small families via its own Shopify e-commerce store.
- Ownership category
- akta.pro rank
Earthy industry classification
Industry- Product category
- Kitchen Appliances
- NAICS
- Small Electrical Appliance Manufacturing (335210)
- akta.pro primary industry
- Appliance Interior Deodorizing & Stain Removal (HSAEAKAH)
Keywords
Where Earthy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Earthy business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Hardware sales: Primary revenue from sale of Earthy Enrich food recycler unit at £399. One-time purchase model with no subscription requirement.
- Accessories and consumables: Recurring revenue from replacement carbon filters (£8.99 each or £26.97 for 3-pack), filter replacement recommended every 2-4 weeks
- Extended warranty: Earthy Care 3-year extended warranty sold at £79.95 for additional peace of mind coverage
- Gift cards: Digital gift cards sold in denominations from £10 to £399, delivered by email and never expiring
- Bundles and promotional packages: Bundled products combining hardware with filters and extended warranty at discounted rates
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Earthy Enrich - Core product |
| Unit Pricing | Pay-as-you-go | Carbon Filter - Replacement filter |
| One time/ perpetual license | Pay-as-you-go | Cyber Monday Bundle - Best value package |
| One time/ perpetual license | Pay-as-you-go | Earthy Enrich with six months filters - Black Friday deal |
| One time/ perpetual license | Pay-as-you-go | Earthy Care 3yr Extended Warranty |
| Other | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Earthy product offering
Product offeringCore offering
Earthy designs and sells the Earthy Enrich, a smart kitchen countertop appliance that dehydrates and processes household food waste into an odorless, nutrient-rich soil amendment branded as Erth™. The unit operates on a one-touch automated cycle using heat, abrasion, and oxygen, with UV-C sterilization for pathogen control, moisture/temperature sensors, and activated carbon filtration for odor management. The company also sells replacement carbon filters, an extended warranty, and discounted bundled packages alongside the main appliance.
Product overview
Earthy offers a single core product—the Earthy Enrich smart food recycler—alongside supporting accessories and bundled packages. The Enrich is an automated kitchen appliance that processes food waste into a nutrient-rich soil enhancer called Erth™. The accessory portfolio includes replacement activated carbon filters (sold individually or in packs of three) and an extended warranty plan. Bundled offerings combine the Enrich device with filter supplies and warranty extensions at discounted prices. The company also sells digital gift cards in fixed denominations.
Differentiator
Problem solved
Functional benefit
Products and services
- Earthy Enrich Food Recycler Smart countertop kitchen appliance that dehydrates and processes household food waste into an odorless, nutrient-rich soil amendment called Erth™. Operates on a one-touch automated cycle using heat, abrasion, oxygen, UV-C sterilization, moisture/temperature sensors, and activated carbon filtration. Sold to UK households for sustainable food waste reduction.
- Carbon Filter Single replacement activated carbon filter for the Earthy Enrich Food Recycler, used to control odor during food waste processing. Sold individually to existing Earthy Enrich owners.
- Carbon Filters 3-Pack Three-pack of replacement activated carbon filters for the Earthy Enrich Food Recycler, priced at a discount versus single-filter purchases. Targeted at existing owners who need ongoing odor-control consumables.
- Earthy Care 3-Year Extended Warranty Three-year extended warranty service for the Earthy Enrich Food Recycler, purchased as a one-time add-on at £79.95 to cover the appliance beyond the standard warranty term.
- Black Friday Bundle Promotional bundle combining the Earthy Enrich Food Recycler with approximately six months of replacement carbon filters, offered at a discounted £299 price during Black Friday promotional campaigns.
- Bank Holiday / Cyber Monday Bundle Promotional bundle combining the Earthy Enrich Food Recycler with related filters and accessories, priced at £399 for Bank Holiday and Cyber Monday promotional periods.
- Earthy Gift Card Digital gift card redeemable for Earthy products through the company's e-commerce store, available in £10, £25, £50, £100, £200, and £399 denominations.
Quantifiable outcome
- 50% waste footprint reduction when using Earthy twice a week
- +3 more outcomes
Companies that use Earthy
Customer profileSegments3 records
Ideal customer profiles1 record
Earthy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Earthy partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights3 records
Earthy competitors and assessment
Company assessmentDirect peers
- Tero: Tero is a smart countertop food waste processor that dehydrates and grinds scraps into a reusable byproduct, comparable in form factor, function, and D2C positioning to the Earthy Enrich.
- Reencle: Reencle makes a compact electric home composter that uses natural microorganisms and drying to break down food waste into usable compost. Direct competitor with similar product category and eco-conscious target market.
- Mill: Mill produces a smart kitchen appliance that dehydrates and grinds food waste into food grounds, mirroring Earthy's Erth™ output. Direct competitor in the connected, design-led food-waste recycler category.
- Lomi (by Pela): Pela's Lomi is an at-home food waste composter using heat, abrasion, and oxygen to transform scraps into nutrient-rich material - virtually identical core technology and value proposition to the Earthy Enrich.
- FoodCycler (Food Cycle Science): Canadian maker of the FoodCycler Eco, a countertop electric appliance that dehydrates and grinds food waste into a dry, sterile byproduct. Closely comparable product, target market, and D2C-plus-retail business model to Earthy.
Broad incumbents
- Brabantia: International homewares brand with a strong waste-management and recycling bin portfolio. Adjacent incumbent in household waste solutions that overlaps Earthy's eco-conscious UK and European customer base.
- Vitamix: Major premium small kitchen appliance brand (blenders, food processors). A broad incumbent whose brand, distribution, and R&D capacity could be redeployed into the food-waste category where Earthy operates.
- Hamilton Beach: Large US small-appliance manufacturer with a broad kitchen portfolio including food-waste/recycling offerings. A broad incumbent that competes for the same household counter space and retail shelf as Earthy.
Emerging players
- Joseph Joseph: UK-based, design-led kitchen brand with an established waste-sorting and food-storage portfolio. Adjacent competitor serving the same UK eco-conscious household customer with kitchen waste-management solutions.
Others
- Simplehuman: Premium kitchen and home brand best known for sensor trash cans and bin liners. Adjacent to Earthy through shared kitchen-waste themes and design-led positioning, but not a direct food-waste recycler competitor.
Market position
Strengths6 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights5 records
Customer concentration
Earthy social profiles
Digital presenceEarthy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Earthy leadership team
Management profileNumber of profiles
Earthy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Earthy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Earthy
What does Earthy do?
Earthy designs and sells the Earthy Enrich, a smart kitchen countertop appliance that dehydrates and processes household food waste into an odorless, nutrient-rich soil amendment branded as Erth™. The unit operates on a one-touch automated cycle using heat, abrasion, and oxygen, with UV-C sterilization for pathogen control, moisture/temperature sensors, and activated carbon filtration for odor management. The company also sells replacement carbon filters, an extended warranty, and discounted bundled packages alongside the main appliance.
Is Earthy a public or private company?
Earthy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Earthy founded?
Earthy was founded in -1. It employs 11 to 50 people.
Where is Earthy based?
Earthy is headquartered in London, United Kingdom, in the Europe region.
How does Earthy make money?
Five revenue lines are on record. Hardware sales are the primary driver. The others are accessories and consumables, extended warranty, gift cards and bundles and promotional packages.
Who are Earthy's main competitors?
Direct peers on record are Tero, Reencle, Mill, Lomi (by Pela) and FoodCycler (Food Cycle Science). Broad incumbents are Brabantia, Vitamix and Hamilton Beach. Joseph Joseph is listed as an emerging player. Simplehuman is listed as an others.
Does Earthy have an API?
No public API is recorded for Earthy.
What industry is Earthy in?
Earthy's product category is Kitchen Appliances. Its primary akta.pro industry code is HSAEAKAH, Appliance Interior Deodorizing & Stain Removal. Its NAICS code is 335210.