Ron Finley Project
The Ron Finley Project is a non-profit founded in 2010 that teaches urban communities in US food deserts how to grow their own food through educational programs, school partnerships, and a branded merchandise e-commerce store.
- Company typePrivate
- Founded2010
- HeadquartersBeverly Hills, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Ron Finley Project does
The Ron Finley Project is a non-profit organization founded in 2010 by Ron Finley in South Central Los Angeles to address food insecurity in urban communities. Its mission is to transform food deserts into food sanctuaries by teaching communities how to grow their own food through urban agriculture and regenerative gardening practices. The organization serves urban communities with limited access to affordable, healthy food, with particular focus on South Central LA and expanded presence in cities including Atlanta, Chicago, Detroit, New Orleans, New York City, and Memphis. Core offerings include the PlantSomeMoney program distributing free Gangsta Gardener Kits (seeds and gardening classes), the Kindergarten STEMM Gardening Initiative delivered in partnership with St. Jude Children's Research Hospital across 42 classrooms in 11 Shelby County schools, and a portfolio of branded merchandise including apparel, gardening tools, worm castings, and a recently published book.
The organization generates revenue through two primary streams: e-commerce merchandise sales via its own storefront at ronfinley.com (with products priced from $0 for free coloring pages to $45 for premium t-shirts, plus international shipping at $26-$50 USD) and donations accepted through PayPal. Distribution channels include the e-commerce storefront, the PlantSomeMoney kit distribution program (domestic), school partnerships through St. Jude (domestic, education-focused), and the PayPal donation portal. Marketing relies on earned media (Vogue, NPR, The Today Show, Game Changers documentary), social media (Instagram @ronfinleyhq, Facebook), YouTube video content, email newsletters via Constant Contact, and community events. Ron Finley's personal brand as the 'Gangsta Gardener' is the central intangible asset, supported by strong media positioning and authentic grassroots community roots.
Ron Finley Project firmographics
Firmographics- Name
- Ron Finley Project
- Legal name
- Ron Finley Project
- Website
- https://ronfinley.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Ron Finley Project is a non-profit founded in 2010 that teaches urban communities in US food deserts how to grow their own food through educational programs, school partnerships, and a branded merchandise e-commerce store.
- Ownership category
- akta.pro rank
Ron Finley Project industry classification
Industry- Product category
- Community Urban Gardening Education
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (44424), Support Activities for Crop Production (11511)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Garden Bed Installation & Planting (Annuals, Perennials, Shrubs) (HSAIAFAB)
- akta.pro secondary industry
- Seasonal Color, Planting & Horticultural Services (BPABADAL)
Keywords
Where Ron Finley Project is headquartered
LocationHeadquarters
- HQ city
- Beverly Hills
- HQ country
- United States
- HQ region
- North America
Markets served
Ron Finley Project business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Merchandise Sales: The organization operates an e-commerce store selling branded merchandise including books, apparel (t-shirts), and gardening tools/products. Products include Ron Finley's book, branded t-shirts with inspirational designs, and gardening equipment such as hand trowels and worm castings.
- Donations and Fundraising: Accepts donations through PayPal to support the organization's mission of spreading the food revolution to communities in need. Donations are used to fund gangsta gardener kits, soil provision, and garden maintenance programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Ron Finley: The Gangsta Gardener book |
| One time/ perpetual license | Pay-as-you-go | Revival Poem by Ron Finley Black T-Shirt |
| One time/ perpetual license | Pay-as-you-go | Kali Goddess Off White T-shirt |
| One time/ perpetual license | Pay-as-you-go | Gangsta Gardener Hand Trowel |
| One time/ perpetual license | Pay-as-you-go | Gangsta Gardener Worm Castings |
| One time/ perpetual license | Pay-as-you-go | Gangsta Gardener Light Gray T-Shirt |
| Freemium | Pay-as-you-go | Ron Finley Coloring Pages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Ron Finley Project product offering
Product offeringCore offering
Ron Finley Project is a non-profit organization that sells branded urban-gardening merchandise — including books, apparel, and the Gangsta Gardener Kit — through an online store, while delivering community-based urban gardening education and food desert transformation programs. The organization also develops school curricula, such as a kindergarten STEMM gardening initiative developed in partnership with St. Jude.
Product overview
The Ron Finley Project operates as a non-profit focused on transforming food deserts into food sanctuaries through urban agriculture and community education. The organization offers a portfolio of merchandise products (books, apparel, gardening tools, and supplies) through its e-commerce store, combined with mission-driven programs including the Plant Some Money initiative that provides Gangsta Gardener Kits with seeds and classes to food-insecure communities, and the Kindergarten STEMM Gardening Initiative partnership with St. Jude that teaches young students about nutrition, food deserts, and sustainable gardening practices.
Differentiator
Problem solved
Functional benefit
Products and services
- Gangsta Gardener Kit
- PlantSomeMoney Program
- Kindergarten STEMM Gardening Initiative
- Branded Apparel and Books
Quantifiable outcome
- 42 classrooms across 11 schools now have active community gardens providing fresh produce to students and families
- +1 more outcomes
Companies that use Ron Finley Project
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Ron Finley Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Ron Finley Project partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- St. Jude Children's Research HospitalcoreSt. Jude STEMM Education and Outreach Program partners with The Ron Finley Project for the Kindergarten STEMM Gardening Initiative. The partnership provides curriculum and soil to support school gardens in Memphis food deserts. Ron Finley connects with students through virtual meetings, teaching them gardening basics. The program has been incorporated into 42 classrooms across 11 schools in Shelby County, teaching students about food deserts, nutrition, and hands-on gardening.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Ron Finley Project competitors and assessment
Company assessmentBroad incumbents
- National Farm to School Network: Information, advocacy, and networking hub connecting schools with local food producers. Operates in adjacent school-based food education territory, serving as an ecosystem connector relevant to RFP's school partnership model.
- Slow Food USA: Mission-aligned national organization promoting good, clean, fair food and community-based food cultures. Comparable as a movement-driven food education organization, but operating at broader scale and with different program structure.
- The Food Trust: Larger Philadelphia-based non-profit addressing food access, nutrition education, and food justice across multiple states. Comparable as a broader food access/wellness non-profit with school and community programming, but with significantly larger scale and policy focus.
- Wholesome Wave: National non-profit tackling food insecurity through nutrition incentive programs and produce access. Comparable in the food access mission space but focused on affordability interventions rather than gardening education.
Direct peers
- Big Green: National non-profit building learning gardens in low-income schools, directly comparable as a school-based food/gardening education organization with measurable classroom deployment. Operates a similar model of partnering with schools to teach kids about food origins and nutrition.
- City Blossoms: DC-based non-profit creating community gardens with and for youth, focusing on underserved urban neighborhoods. Comparable as a youth-centered urban gardening education non-profit working in food access communities.
- The Edible Schoolyard Project: Alice Waters' non-profit that integrates organic gardening into school curricula. Directly comparable as a founder-driven organization teaching children about food systems through hands-on school gardens.
- Green Bronx Machine: NYC-based non-profit founded by Stephen Ritz that builds urban school gardens and integrates STEM curriculum. Closely comparable as a celebrity-driven, urban-focused school gardening and food education organization.
- Urban Tree Connection: Philadelphia-based non-profit focused on neighborhood-driven urban greening, food access, and youth development. Comparable as a grassroots urban agriculture non-profit working in underserved communities with youth engagement.
Regional players
- GrowNYC: NYC-based non-profit running community gardens, greenmarkets, and education programs. Comparable as an urban gardening/community education non-profit, but focused on the New York metro rather than LA or Memphis.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Ron Finley Project social profiles
Digital presenceRon Finley Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ron Finley Project leadership team
Management profileNumber of profiles
Profiles1 record
Ron Finley Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ron Finley Project 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 Ron Finley Project
What does Ron Finley Project do?
Ron Finley Project is a non-profit organization that sells branded urban-gardening merchandise — including books, apparel, and the Gangsta Gardener Kit — through an online store, while delivering community-based urban gardening education and food desert transformation programs. The organization also develops school curricula, such as a kindergarten STEMM gardening initiative developed in partnership with St. Jude.
Is Ron Finley Project a public or private company?
Ron Finley Project is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Ron Finley Project founded?
Ron Finley Project was founded in 2010. It employs 1 to 10 people.
Where is Ron Finley Project based?
Ron Finley Project is headquartered in Beverly Hills, United States, in the North America region.
How does Ron Finley Project make money?
Two revenue lines are on record. Merchandise Sales are the primary driver. The others are donations and Fundraising.
Who are Ron Finley Project's main competitors?
Broad incumbents on record are National Farm to School Network, Slow Food USA, The Food Trust and Wholesome Wave. Direct peers are Big Green, City Blossoms, The Edible Schoolyard Project, Green Bronx Machine and Urban Tree Connection. GrowNYC is listed as a regional player.
Does Ron Finley Project have an API?
No public API is recorded for Ron Finley Project.
What industry is Ron Finley Project in?
Ron Finley Project's product category is Community Urban Gardening Education. Its primary akta.pro industry code is HSAIAFAB, Garden Bed Installation & Planting (Annuals, Perennials, Shrubs), with a secondary code of BPABADAL, Seasonal Color, Planting & Horticultural Services. Its NAICS code is 44424 and its SIC code is 100.