What Good Dirt does

Good Dirt is a privately-held, Raleigh, North Carolina-based gardening products company founded in 2015 by Al and Suzy Newsom under the legal entity Full Cycle Gardening, Inc. The company produces and sells peat-based potting mixes enhanced with its proprietary BogBits® ingredient—a recycled byproduct of sustainably harvested peat moss from Canadian peat bogs that provides permanent porosity and balances air space with water retention for root health. The product line extends into plant-based nutrition (Plant Food, an oilseed-extract-derived liquid with NPK 10-4-3), PlantBiotics™ beneficial microbes, DROP & GRO seed products and tablets, compostable Dirt in a Box packaging, bundled starter kits, and gift cards. All products are positioned as 100% chemical-free, non-GMO, vegan, nut-free, and neither salt- nor petroleum-based.

The business runs on a one-time-purchase, unit-pricing model with no subscription. Distribution is multi-channel and domestic-only: a direct-to-consumer Shopify storefront (getgooddirt.com), seasonal placement at select Target retail locations, and wholesale distribution to independent retailers across the United States via a dedicated portal (wholesale.getgooddirt.com). Pricing spans $6 per seed packet to $68 for an Indoor Starter Kit, with bundle discounts (e.g., Nutrition Bundle at ~11% off). The primary customer segment is hobbyist gardeners (indoor houseplants and outdoor beds), with secondary segments including landscaping professionals, schools and children (via the 'Good Dirt, Good Deeds' teaching-garden program), and urban/community gardeners (via the Raleigh City Farm and Plant a Row for the Hungry partnerships). Marketing is concentrated on social media (Facebook, Pinterest, Instagram, TikTok, YouTube) led by co-founder Suzy Newsom, supplemented by a content blog, email newsletter, and earned media in regional and national outlets.

Name

Good Dirt

Legal name

Full Cycle Gardening, Inc.

Website

https://getgooddirt.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Good Dirt is a privately-held Raleigh, NC gardening products company (founded 2015) that sells BogBits®-enhanced potting mixes, plant-based nutrition, beneficial microbes, and seeds via its own e-commerce site, seasonal Target placement, and independent-retailer wholesale, primarily to hobbyist gardeners in the United States.

Ownership category

akta.pro rank

Product category

Consumer Gardening Products

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Chemicals (2870)

akta.pro primary industry

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

akta.pro secondary industries

Lawn Nutrition & Biostimulants (Compost Tea, Humic/Fulvic, Microbes) (HSAIAGAF), Soil Testing, pH Adjustment & Soil Amendments (Lime/Gypsum/Organic Matter) (HSAIAGAC), Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM)

Keywords

• Potting soil mixes
• Plant nutrition products
• Organic gardening supplies
• Peat-based soil amendments
• Indoor gardening products

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Direct-to-consumer sales through their own e-commerce website. Products include potting mixes, plant nutrition, seeds, and bundles. One-time purchase model with no subscription required.
2. Retail Sales (Target): Seasonal sales at select Target retail locations across the United States.
3. Wholesale/Independent Retail: Distribution through independent retailers across the United States via wholesale portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Good Dirt produces and sells sustainable gardening products, with its core being BogBits®-enhanced peat-based potting mixes (Indoor and Outdoor formulations). The portfolio extends to plant-based Plant Food (oilseed extract), PlantBiotics™ beneficial microbes, and DROP & GRO™ seed products and tablets. Products are sold direct-to-consumer via the company's Shopify e-commerce site, seasonally at Target, and through independent retailers via a wholesale portal across the United States.

Product overview

Good Dirt is a sustainable gardening product company built around BogBits-enhanced potting mixes. The core product line consists of Indoor and Outdoor Potting Mixes (enhanced with the proprietary BogBits peat fiber blend and organic-based Plant Food), supplemented by PlantBiotics beneficial microbes and DROP & GRO seed products (including Salad Bowl and Herb seed varieties). The portfolio also includes DROP & GRO Tablets for extended feeding, Dirt in a Box compostable potting mix packaging, Indoor Starter Kits for beginners, Nutrition Bundles for savings, and Gift Cards. All products are 100% chemical-free, non-GMO, vegan, nut-free, and not salt-based or petroleum-based.

Differentiator

Problem solved

Functional benefit

Products and services

• Potting Mixes (Indoor and Outdoor) Peat-based potting mixes enhanced with proprietary BogBits® for optimal air-water balance; available in Indoor formulation (with perlite under 3% for drainage on overwater-prone houseplants) and Outdoor formulation (without perlite). For home gardeners, houseplant parents, and container gardeners.
• Plant Food Liquid plant nutrition (15 oz / 60 capfuls) derived from oilseed extract containing NPK 10-4-3 plus trace elements, essential plant amino acids, and organic compounds. Non-GMO, vegan, not salt-based, not petroleum-based. Mix 1 capful per gallon for indoor use, 3 capfuls per gallon for outdoor use.
• PlantBiotics Proprietary blend of beneficial microbes (6 oz shaker bottle) that protect roots, form protective endospores to tolerate extreme conditions and transplant shock, prevent disease, enhance nutrient uptake, and help create living soil. Applied every 4–6 weeks.
• DROP & GRO Seeds Seed pods and packets for growing herbs and salad greens at home, including Arugula Blast Salad Bowl, Basil Triple Play, and Alfresco Salad Bowl varieties. Sold individually at $6 each.
• DROP & GRO Tablets Box of 18 tablets combining plant food and beneficial microbes that feed plants for six months, reduce transplant shock, and stimulate root development for a 'drop and grow' experience.
• Dirt in a Box (2-pack, 18 qts) Two-pack of potting mix in compostable boxes, each containing 18 quarts that fill ten 6-inch pots. All-natural, chemical-free, GMO-free, nut-free, and vegan.
• Arugula Blast Salad Bowl DROP & GRO™ DROP & GRO seed packet containing a blend of mild and nutty arugula varieties for growing salad greens at home.
• Basil Triple Play DROP & GRO™ DROP & GRO herb seed packet blending multiple basil varieties for home herb growing.
• Alfresco Salad Bowl DROP & GRO™ DROP & GRO seed packet containing red and green leaf lettuces, arugula, endive, and radicchio for home salad growing.
• Good Dirt Gift Cards Gift cards available in $25+ denominations for purchase of Good Dirt products, positioned as a gift for plant lovers.

Quantifiable outcome

• Products attract and retain customers - Customer reviews report 'tremendous growth' and 'huge, healthy plants with tons of blooms'

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Raleigh City Farm (Local Nonprofit Urban Farm)coreStrategic or Co-development PartnerGood Dirt supports this local nonprofit urban farm by donating products including trial plants, seeds, potting mix, and plant food. The company mentors emerging farmers onsite and brings in world-renowned plant nutritionists for training opportunities. Good Dirt has also created raised beds at the farm and grown food as part of the 'Plant a Row for the Hungry' program to address food insecurity.
• Local Schools (Teaching Gardens)coreStrategic or Co-development PartnerGood Dirt supports local teaching gardens in their area by donating all-natural, nutrient-rich soil and plant food. Through the 'Good Dirt, Good Deeds' program, they teach children how to plant seeds and learn about water conservation, natural resources, where food comes from, and physical/emotional health through gardening.
• Plant a Row for the HungryminorStrategic or Co-development PartnerNational program focused on reducing hunger by encouraging gardeners to plant an extra row for donation to local food collection systems (food banks, shelters, families in need). Good Dirt participates by growing food in raised beds at their partner farm and supporting community gardeners with products.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Black Gold (Sun Gro Horticulture): Sun Gro produces Black Gold potting mixes widely available at independent garden centers and big-box retailers; comparable peat-based mix category leader against which Good Dirt positions with its BogBits ingredient.
• Scotts Miracle-Gro: Scotts Miracle-Gro is the dominant incumbent in consumer lawn and garden with Miracle-Gro, Scotts, and Osmocote brands — it competes broadly with Good Dirt in potting mix and plant food retail, but with vastly larger scale and shelf presence.
• Miracle-Gro Indoor Potting Mix (Scotts): Miracle-Gro's indoor-focused potting mix line directly competes with Good Dirt's Indoor Potting Mix and Starter Kit at Target and mass retail.
• Whitney Farms (Hawthorne): Whitney Farms offers organic-based potting soils and plant foods in mass retail, overlapping Good Dirt's positioning as a plant-based alternative to synthetic fertilizers.

Direct peers

• Dr. Earth: Dr. Earth is a natural and organic fertilizer and soil brand marketed to home gardeners and professionals, directly competing with Good Dirt's plant-based nutrition and chemical-free positioning.
• Espoma: Espoma is a leading organic and natural gardening products company offering potting mixes, fertilizers, and soil amendments to consumer gardeners — directly comparable to Good Dirt's product portfolio and target customer base.
• FoxFarm Soil & Fertilizer Co. FoxFarm produces premium potting mixes, fertilizers, and soil conditioners popular with both hobbyist and specialty/cannabis growers, mirroring Good Dirt's premium positioning and peat-based mix formulations.

Emerging players

• Ferry-Morse: Ferry-Morse sells seeds, seed-starting kits, and indoor growing products via DTC and mass retail — partial overlap with Good Dirt's DROP & GRO seed pods and indoor gardening focus.
• Gardener's Supply Company: Gardener's Supply is a direct-to-consumer gardening products retailer with its own proprietary soils and tools — a multi-channel peer with overlapping customer segments and product adjacencies.
• Burpee Seeds: Burpee is a heritage seed and gardening brand expanding into seed pods and starter kits, intersecting with Good Dirt's DROP & GRO seed line for hobbyist indoor gardeners.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/gooddirt
• Facebookfacebook.com/GoodDirt
• Instagraminstagram.com/good.dirt
• Pinterestpinterest.com/Good_Dirt
• TikToktiktok.com/@Good.Dirt

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Good Dirt