Chief River Nursery Co
Chief River Nursery Co is a family-owned, Wisconsin-based e-commerce nursery founded in 1973 that sells bare root trees, seedlings, shrubs, fruit trees, and conifer plugs to residential, wildlife, and commercial forestry buyers across the United States during the spring planting season.
- Company typePrivate
- Founded1973
- HeadquartersGrafton, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Chief River Nursery Co does
Chief River Nursery Co is a privately held, family-owned bare root tree and seedling nursery founded in 1973 and operated by owners Dean and Sheila Koch from a single shipping facility at 976 Ulao Road, Grafton, Wisconsin. The company sells bare root trees, seedlings, saplings, shrubs, fruit trees, and conifer plugs to homeowners, hunters and wildlife enthusiasts, and commercial buyers including tree farms, forestry companies, and government agencies. Its core catalog spans conifers (Arborvitae, Cedar, Fir, Hemlock, Larch, Pine, Spruce), hardwoods (Aspen, Birch, Chestnut, Hickory, Oak, Poplar, Maple), shrubs, and fruit-bearing varieties, supplemented by an accessory line that includes the proprietary Plant Saver deer and rabbit repellent (manufactured under exclusive rights in the USA), SUPERspore and Super Gel root dips, Plantskydd organic repellent, Plantra SunFlex Grow Tube Systems, and JIM GEM KBC Planting Bars.
The business operates as a direct-to-consumer e-commerce nursery with a tightly seasonal shipping window (March 1 through June 15), during which dormant bare root stock is shipped nationwide to USDA hardiness zone-appropriate customers; local pickup is available at the Grafton facility with advance scheduling. Revenue is generated through one-time unit-priced sales, with volume discounts of 5% on orders of $75–$174.99 and 10% on orders above $175 to incentivize larger commercial and institutional purchases. A flat $14.95 root dipping and packaging fee applies to local pickups, and select states (AK, AZ, CA, HI) carry shipping restrictions tied to plant regulatory requirements.
Chief River Nursery maintains a hybrid segmentation strategy, distinguishing residential, wildlife-oriented, and commercial/government buyers via dedicated landing pages, and supports its marketing with a website store, email newsletter, Facebook presence, and a mailed/downloadable Spring catalog. A referral relationship with sister company Arborista extends the family-controlled brand into potted trees and shrubs, while a product resale partnership with Plantra adds grow tube accessories. The company reports headcount of 1–10 employees, has no external funding or parent organization, and holds registered brand rights for its Plant Saver product line.
Chief River Nursery Co firmographics
Firmographics- Name
- Chief River Nursery Co
- Legal name
- Chief River Nursery Co
- Website
- https://chiefrivernursery.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Chief River Nursery Co is a family-owned, Wisconsin-based e-commerce nursery founded in 1973 that sells bare root trees, seedlings, shrubs, fruit trees, and conifer plugs to residential, wildlife, and commercial forestry buyers across the United States during the spring planting season.
- Ownership category
- akta.pro rank
Chief River Nursery Co industry classification
Industry- Product category
- Bare Root Nursery Stock
- NAICS
- Nursery and Tree Production (111421), Nursery, Garden Center, and Farm Supply Retailers (444240), Forest Nurseries and Gathering of Forest Products (11321)
- SIC
- Agricultural Production-Crops (100), Retail-Building Materials, Hardware, Garden Supply (5200), Forestry (800)
- akta.pro primary industry
- Seedling & Sapling Production (Bare-Root) (AFAMADAC)
- akta.pro secondary industries
- Nursery Contract Growing & Reforestation Stock Supply (AFAMADAK), Forest Nurseries & Tree Seedling Production (IMAMAAAC), Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)
Keywords
Where Chief River Nursery Co is headquartered
LocationHeadquarters
- HQ city
- Grafton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Chief River Nursery Co business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Bare Root Trees and Seedlings Sales: Direct e-commerce sales of bare root trees, seedlings, saplings, shrubs, and fruit trees to homeowners, landowners, hunters, wildlife enthusiasts, and commercial buyers including tree farms, forestry companies, and government agencies. Volume discounts available for larger orders.
- Non-Plant Products Sales: Sales of proprietary plant care products including Plant Saver repellent, SUPERspore root dip, Super Gel, and related accessories. Chief River Nursery holds exclusive manufacturing rights for Plant Saver.
- Planting Equipment Sales: Sales of JIM GEM KBC Planting Bars and Plantra SunFlex Grow Tube Systems for tree planting and protection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual consumers |
| Unit Pricing | Pay-as-you-go | Volume discounts for mid to large orders |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Chief River Nursery Co product offering
Product offeringCore offering
Chief River Nursery sells dormant bare root trees, seedlings, conifer plugs, hardwoods, shrubs, and fruit trees online, shipping throughout the United States during the spring planting season (March 1 - June 15) for residential landscaping, wildlife habitat, and commercial reforestation uses. The company complements its nursery stock with a line of planting accessories including the exclusive Plant Saver deer and rabbit repellent, root dips, grow tubes, animal repellents, and planting bars.
Product overview
Chief River Nursery Co is a family-owned bare root tree nursery in business since 1973, offering a wide selection of bare root trees, seedlings, and shrubs. Their core product lineup includes Conifers (with both bare root and plug varieties), Hardwoods (Aspen, Birch, Chestnut, Hickory, Oak, Poplar, Maple), Shrubs, and Fruit Trees & Shrubs. They also offer a complementary line of planting accessories and supplies including Plant Saver Deer & Rabbit Repellent, Plantskydd Animal Repellent, Super Gel and SUPERspore Root Dips, Plantra SunFlex Grow Tube Systems for tree protection, and JIM GEM KBC Planting Bars. The company operates an e-commerce platform for online ordering with nationwide shipping during planting season.
Differentiator
Problem solved
Functional benefit
Products and services
- Bare Root Trees & Seedlings Bare root trees and seedlings shipped without soil around the roots while dormant, designed for easier shipping, planting, and establishing strong root systems; the company's core product category available via the tree and shrub finder.
- Conifers Evergreen conifer trees including Arborvitae, Cedar, Fir, Hemlock, Larch & Tamarack, Pine, and Spruce varieties sold as bare root nursery stock.
- Conifer Plugs Young conifer seedlings started in small amounts of soil with protected roots, shipped for easier planting in conservation and forestry projects.
- Hardwoods Deciduous hardwood trees including Aspen, Birch, Chestnut, Hickory, Oak, Poplar, Maple, and other hardwood varieties sold as bare root nursery stock.
- Shrubs Deciduous and flowering shrubs including Dogwood, Elderberry, Serviceberry, Viburnum, and other shrub varieties sold as bare root nursery stock.
- Fruit Trees & Shrubs Fruit-bearing trees and shrubs including Apple, Cherry, Grape, Peach, Pear, and other fruit varieties sold as bare root nursery stock.
- Plant Saver Deer & Rabbit Repellent All-natural granular deer and rabbit repellent also effective against elk, opossum, and moose; manufactured exclusively by Chief River Nursery in the USA using only US ingredients; rain proof and lasts 4-6 months in bags, 2-3 months when applied directly to ground.
- Plant Saver Cloth Bags Unbleached cotton millcloth bags (2.5" x 3.5") designed to hold Plant Saver repellent product for hanging on trees and garden fences.
- Plantra SunFlex Grow Tube Systems Integrated grow tube system providing tree shelters and protection for hardwood and fruit trees, designed to grow seedlings taller and stronger with flexible stakes.
- Plantskydd Animal Repellent Deer and rabbit repellent also repelling Elk, Moose, Voles, Chipmunks and Squirrels; OMRI certified organic for use in organic gardening and food crop production.
- Super Gel Root Dip Cross-linked modified acrylic polymer root dip that stores moisture in the root zone and releases it as needed, treating approximately 750 seedlings per 1 oz packet; revitalizes with each rainfall for long-term moisture retention.
- SUPERspore Root Dip Root dip combining Super Gel with endo and ecto mycorrhizae fungi that colonize the root system to increase water and nutrient absorption for higher survival rates; fungi lasts the life of the tree or shrub, making them drought resistant and more adaptable to tough growing situations.
- JIM GEM KBC Planting Bar Heavy-duty steel planting bar (39" overall length, 12" blade) designed for planting bare root seedlings, with cast one-piece blade and footstep for durability.
Quantifiable outcome
- Limited guarantee that plants will successfully break dormancy by June 30 of planting year
Companies that use Chief River Nursery Co
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Chief River Nursery Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Chief River Nursery Co partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ArboristacoreSister company that sells potted trees and shrubs. Chief River Nursery refers customers looking for small potted trees and shrubs to their sister company, which offers a large assortment of fresh evergreens and home landscape plants that are favorably priced, easy to plant, and come with a guarantee.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Chief River Nursery Co competitors and assessment
Company assessmentBroad incumbents
- Nature Hills Nursery: Large online retailer selling trees, shrubs, and perennials nationwide with broader catalog and digital marketing scale. Comparable as an online-first nursery serving similar residential and commercial customers, but operates at substantially larger scale and broader SKU breadth.
- Fast Growing Trees: Large national online nursery selling potted and bare root trees with heavy paid digital marketing. Comparable target customer (residential and small commercial buyers) but operates at much larger scale with different fulfillment model and broader species range.
- Bower & Branch: Online retailer selling larger caliper trees through a network of growers. Comparable as an e-commerce nursery serving landscapers and homeowners but at a higher price point and different fulfillment model.
Direct peers
- Nourse Farms: Massachusetts-based bare root berry plant nursery selling small fruit plants, asparagus, and rhubarb via direct-to-consumer e-commerce. Comparable as a family-owned bare-root specialist operating seasonal shipping with strong customer reputation.
- Musser Forests: Long-established Pennsylvania-based bare root seedling and tree nursery selling conifers, hardwoods, and shrubs online for reforestation, conservation, and landscaping. Most direct competitor in bare-root seedling e-commerce with overlapping species and use cases.
- Forest Farm: Oregon-based mail-order and online nursery offering a broad catalog of woody plants, conifers, and native species. Comparable as an established online nursery serving both retail and landscaping professionals with extensive species selection.
- Arborista: Sister company selling potted trees, shrubs, and home landscape plants under shared ownership. Directly comparable as a complementary nursery channel serving the same residential customer base with adjacent SKUs (potted vs. bare root).
- St. Lawrence Nurseries: New York-based bare root nursery specializing in cold-hardy fruit and nut trees and shrubs. Comparable in focus on bare-root stock, direct-to-consumer e-commerce, and serving both homeowners and small-scale commercial growers in northern climates.
- Cold Stream Farm: Michigan wholesale and retail bare root tree and shrub nursery operating since 1960s. Directly comparable as a regional bare-root nursery selling conifers, hardwoods, and wildlife species to retail and commercial customers.
Emerging players
- Arbor Day Foundation: Non-profit organization distributing seedlings for reforestation and conservation through member programs and partnerships. Comparable overlap in reforestation seedling supply and tree-planting education, though operating as a mission-driven non-profit rather than commercial nursery.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Chief River Nursery Co social profiles
Digital presenceChief River Nursery Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
Chief River Nursery Co leadership team
Management profileNumber of profiles
Profiles2 records
Chief River Nursery Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Chief River Nursery Co 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 Chief River Nursery Co
What does Chief River Nursery Co do?
Chief River Nursery sells dormant bare root trees, seedlings, conifer plugs, hardwoods, shrubs, and fruit trees online, shipping throughout the United States during the spring planting season (March 1 - June 15) for residential landscaping, wildlife habitat, and commercial reforestation uses. The company complements its nursery stock with a line of planting accessories including the exclusive Plant Saver deer and rabbit repellent, root dips, grow tubes, animal repellents, and planting bars.
Is Chief River Nursery Co a public or private company?
Chief River Nursery Co is a private company. It is classified as family owned and is currently operating.
When was Chief River Nursery Co founded?
Chief River Nursery Co was founded in 1973. It employs 1 to 10 people.
Where is Chief River Nursery Co based?
Chief River Nursery Co is headquartered in Grafton, United States, in the North America region.
How does Chief River Nursery Co make money?
Three revenue lines are on record. Bare Root Trees and Seedlings Sales are the primary driver. The others are non-Plant Products Sales and planting Equipment Sales.
Who are Chief River Nursery Co's main competitors?
Broad incumbents on record are Nature Hills Nursery, Fast Growing Trees and Bower & Branch. Direct peers are Nourse Farms, Musser Forests, Forest Farm, Arborista, St. Lawrence Nurseries and Cold Stream Farm. Arbor Day Foundation is listed as an emerging player.
Does Chief River Nursery Co have an API?
No public API is recorded for Chief River Nursery Co.
What industry is Chief River Nursery Co in?
Chief River Nursery Co's product category is Bare Root Nursery Stock. Its primary akta.pro industry code is AFAMADAC, Seedling & Sapling Production (Bare-Root), with a secondary code of AFAMADAK, Nursery Contract Growing & Reforestation Stock Supply. Its NAICS code is 111421 and its SIC code is 100.