Sara Bäckmo

What Sara Bäckmo does

Sara Bäckmo is a Swedish sole proprietorship operating the Skillnadens Trädgård (The Difference Garden) brand, a content-and-commerce business centered on home vegetable gardening for the Swedish-speaking consumer market. The founder, Sara Bäckmo, has built what the company describes as Sweden's largest gardening blog, supported by nine published books, a weekly podcast ("Skillnadens podd") distributed via Acast, active social channels on Facebook, Instagram, and YouTube, and a recurring membership program. Revenue is generated through multiple parallel streams: monthly (89 kr) and annual (969 kr) memberships with exclusive content and a private Facebook community, one-time book and digital guide sales (29-299 kr), in-person lecture tickets at 320 kr across Swedish cities, seasonal sales of vegetable plants, garlic, and shallot sets (69-449 kr), and a smaller line of digital knitting and crochet patterns.

The underlying platform is a WordPress-based website with WooCommerce e-commerce functionality, supplemented by Acast for podcast distribution and standard email/newsletter tooling; there is no proprietary technology, no app, and no AI/ML capability disclosed. Distribution is entirely direct-to-consumer: products ship from Sweden via the sarabackmo.se web shop (79 kr shipping), with a physical nursery touchpoint in Kalvsvik and live lecture events co-organized with local community associations. A Norwegian-language version of the site (no.sarabackmo.se) indicates the first step of geographic expansion beyond Sweden.

The business is bootstrapped and entirely founder-controlled, with 1-10 employees and no disclosed external investment, parent company, or institutional ownership. The competitive position rests on the personal brand of Sara Bäckmo as a trusted Swedish gardening authority, an extensive content archive of seasonal gardening advice, and a multi-channel audience presence — rather than on any technological or structural barrier to entry.

Name

Sara Bäckmo

Legal name

Sara Bäckmo

Website

https://sarabackmo.se

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Sara Bäckmo is a Swedish sole proprietorship operating Sweden's largest gardening blog, Skillnadens Trädgård, serving hobby vegetable gardeners with a membership program, books, podcast, live lectures, and a web shop selling plants, garlic, and digital guides.

Ownership category

akta.pro rank

Product category

Gardening Content, Education & E-commerce

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

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

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industry

Vegetable & Herb Garden Installation and Maintenance (HSAIAFAM)

Keywords

• Home vegetable gardening
• Gardening blog content
• Gardening education publishing
• Membership subscription services
• Garden plants and seeds

Headquarters

HQ city

Växjö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly subscription model at 89 kr/month offering exclusive articles, a Facebook member group, discounts, priority access, and downloadable PDF guides with gardening tips. No binding period; paid by card or Swish.
2. Lecture/Event Tickets: In-person gardening lectures and seminars at 320 kr per ticket. Topics include vegetable gardening, creative growing in crisis situations. Events held across Sweden (Karlstad, Rimbo, Visingsö, Blomstermåla) with downloadable PDF summaries included.
3. Book Sales: Sale of nine published books about vegetable gardening through the web shop. Includes titles like 'Skillnadens 31 gröna dagar' (31 Green Days) at 299 kr.
4. Plant and Seed Sales: Sale of vegetable plants, garlic sets, and planting sets through the web shop. Products include garlic varieties (Arno, Clédor, Thermidrome), shallots, and onion sets at various price points (69-390 kr).
5. Digital Products: Downloadable PDF guides, sowing calendars (99 kr), and knitting/crochet patterns (29-49 kr) sold through the web shop.
6. Podcast Content: 'Skillnadens podd' (The Difference Podcast) - weekly episodes about vegetables for small-scale growing, available on Acast and through membership content.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Sara Bäckmo / Skillnadens Trädgård runs Sweden's largest gardening blog and a content-driven e-commerce brand focused on home vegetable gardening. The core offering combines a paid membership program (89 kr/month) with exclusive articles and community access, nine published gardening books, downloadable PDF guides, a weekly podcast on Acast, in-person lecture events at 320 kr per ticket, and a WooCommerce web shop selling garlic sets, shallots, vegetable plants, gardening accessories, soil blockers, kitchen tools, and knitting/crochet patterns.

Product overview

Sara Bäckmo operates Skillnadens Trädgård (Skillnadens Trädgård) as a multi-channel gardening content and e-commerce business. The core offering includes a large Swedish gardening blog (Sweden's largest), a web shop selling books, membership subscriptions (89 kr/month), downloadable guides, live lecture events, and a variety of gardening-related products. The product portfolio consists of: books on vegetable gardening, annual lecture events across Sweden, membership with exclusive content and community access, downloadable PDF guides, kitchen tools, gardening supplies (including Ferramol snail control and bokashi straw), soil blockers, plant sales (garlic and shallot sets), and Sara's own knitting/crochet patterns. The business operates primarily as a content-driven e-commerce platform with seasonal plant sales and recurring membership revenue.

Differentiator

Problem solved

Functional benefit

Brands

• Skillnadens Podd: A weekly podcast about vegetable gardening in small spaces, released every Thursday.

Products and services

• Medlemskap (Skillnadens Membership) Recurring paid membership (89 kr/month or 969 kr/year) that gives Swedish home gardeners access to exclusive articles, a private Facebook member community, member discounts and priority access, and downloadable PDF guides with gardening tips. No binding period; paid by card or Swish.
• Böcker (Gardening Books) Nine published books by Sara Bäckmo on vegetable gardening, including titles such as 'Skillnadens 31 gröna dagar' at 299 kr, covering cultivation techniques, seasonal tips, and gardening methods, sold through the web shop.
• Föredrag (In-Person Lectures) Ticketed in-person gardening lectures (320 kr/ticket, e.g., 'Odla kreativt i kris') held across Swedish cities such as Karlstad, Rimbo, Visingsö, and Blomstermåla, including a downloadable PDF summary.
• Skillnadens Podd (The Difference Podcast) Weekly podcast 'Grönsaker i liten odling' (Vegetables in small-scale growing) hosted by Sara Bäckmo, released every Thursday and distributed on the Acast platform.
• Guider (Downloadable PDF Guides) Downloadable digital PDF guides on gardening topics (e.g., sowing calendars at 99 kr) sold individually through the web shop, including audiobooks such as 'Grönsaksodling för nybörjare' at 99 kr.
• Växter / Utsäde (Plants, Garlic Sets and Onion Sets) Vegetable plants, garlic sets, banana shallots 'Longor', and onion sets sold through the web shop and at the Kalvsvik nursery, including varieties such as ARNO, CLÉDOR, THERIDROME (garlic), AKADO, AUGUSTA, SENSHYU YELLOW, SHAKESPEARE, WINTERIA (onions), at price points ranging from 69 kr to 449 kr.
• Odlingstillbehör (Gardening Supplies) Gardening accessories and inputs sold through the web shop, including Ferramol snail control product and Swedish-made Bokashi straw.
• Soil Blockers Specialty soil-blocking tools for seedling propagation sold through the web shop under the Soilblocker category.
• Köksredskap (Kitchen Tools) Kitchen tools and equipment sold through the web shop under the Köksredskap category, for preparation and preservation of homegrown produce.
• Stickat & Virkat (Knitting & Crochet Patterns) Digital PDF knitting and crochet patterns authored by Sara Bäckmo, sold individually at 29-49 kr, including designs such as Fuskpolo med pluppar, Färgglad tubkrage, Gul hallonmössa, Saras långkofta med hög krage, Solrosgul tröja med krage, and Virkad gallermössa.
• Presentkort (Gift Cards) Digital and printed gift cards available for purchase in the web shop, redeemable against books, memberships, lectures, and products.
• Temakvällar (Digital Theme Evenings) Live-streamed digital theme evenings hosted by Sara Bäckmo on specific gardening topics (e.g., broad beans and falafel), delivered to the private member Facebook group with recordings available for 1 week after broadcast.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Patabygdens SamhällsföreningminorStrategic or Co-development PartnerLocal community association co-organizing the Blomstermåla lecture event on 20 September 2026. Contact person Anne-Maj Gardstig ([email protected]). This is a minor co-organizing partnership for specific regional events rather than a core strategic alliance.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• GrowVeg: Online garden planning software and content platform with a subscription model serving hobby gardeners. Comparable for the gardening subscription + educational content angle, though product is software-driven rather than plant retail.

Direct peers

• Sarah Raven: UK-based gardening content creator, author, and online retailer of seeds, plants, and gardening equipment. Comparable due to identical founder-led model combining gardening books, courses, e-commerce plant/seed sales, and content-led audience building.
• Floret Flowers: US-based flower farm founded by Erin Benzakein, operating as content brand (blog, podcast, books) plus direct-to-consumer seed/bulb shop and workshops. Closely analogous personal-brand-led gardening content + e-commerce model.
• Hannas Trädgård (Hanna Wendelbo): Swedish gardening content creator, author, and educator with blog, books, and social media presence. Direct peer because of identical Swedish-language gardening content + e-commerce model and similar target audience of Swedish home gardeners.
• Epic Gardening (Kevin Espiritu): US gardening creator operating YouTube, blog, podcast, online courses, and a gardening product shop. Direct peer for content-led gardening audience monetization including membership and digital products.

Broad incumbents

• Nelson Garden: Scandinavian seed and gardening supply brand (Sweden/Norway/Denmark/Finland) with broad seed catalog and growing supplies. Comparable as a regional seed/plant supplier competing for the same Swedish home gardener segment.
• Wexthuset: Swedish online garden retailer specializing in plants, seeds, and horticultural supplies. Comparable as a Sweden-based plant and seed e-commerce competitor with overlapping SKU categories (onion sets, garlic, vegetable plants).
• Gardeners' World (BBC): BBC's flagship gardening magazine, website, podcast, and TV brand serving UK home gardeners. Comparable as a dominant gardening media brand with multi-format content, though scale and institutional backing are far greater than Skillnadens.
• Plantagen: Nordic garden center chain with extensive physical retail and online store for plants, seeds, and gardening supplies. Comparable as a Sweden-based gardening retail competitor, though scale and breadth far exceed Skillnadens.

Others

• Impecta Fröhandel: Swedish seed retailer selling flower and vegetable seeds through e-commerce. Adjacent comparable as a Sweden-based specialist seed retailer; relationship is partly supplier-adjacent (Impecta advertises on Sara Bäckmo's site) and partly competitive.

Market position

Strengths6 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCjUBQShyF5jXt0I5L0otTMA
• Facebookfacebook.com/Skillnadenstradgard
• Instagraminstagram.com/skillnadens
• LinkedInlinkedin.com/company/sara-backmo-skillnadens-tradgard

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 Sara Bäckmo