noot, inc.

What noot, inc. does

Noot, Inc. is a privately operated direct-to-consumer company that develops and sells bio-organic plant nutrition and potting products for indoor and houseplants through its owned e-commerce site, growwithnoot.com. The company's flagship product, Noot Bio-Organic Plant Food, is a liquid fertilizer that combines organically sourced nutrients (sargassum seaweed, earthworm castings, molasses, eggshells, peanut meal, soybean, leonardite humic acid, seawater) and trace minerals with a proprietary consortium of 16 beneficial microbial strains—mycorrhizae fungi (Glomus fasciculatum, Trichoderma harzianum, Claroideoglomus etunicatum, Rhizophagus irregularis, Rhizophagus clarus, Scutellospora heterogama) and rhizobacteria (Bacillus, Azospirillum, Gluconacetobacter, Azotobacter, Frateuria, Streptomyces species). The stated NPK profile is 0.10% N / 0.15% P / 0.12% K, supplemented by magnesium, zinc, calcium, iron, boron, sulfur, chlorine, copper, and manganese. The line is extended by three specialized soilless potting mixes (The Noot Mix, Rescue Mix, Husky Mix) and accessories including a foldable watering jug, measuring syringe, and gardening apron.

The company operates a product-led growth model with no sales team, no third-party retail presence, and no marketplace listings. Revenue is generated through one-time e-commerce purchases and an Auto-Delivery subscription program offering 30/60/90-day delivery at 40–50% discounts off retail. A $9 welcome offer targets first-time buyers, volume tiers run from $15 (one vial) to $29 (four vials), and a Noot Points program incentivizes referrals and social sharing. Customer segments are indoor plant hobbyists and plant collectors, particularly rare aroid owners (Monstera, Philodendron, Hoya), with marketing concentrated on Instagram testimonials, before/after transformation photography, and content via the botanica.live companion apps (Plant Care Diary, Farm Management, Plant Guide). Operating geography is limited to the United States.

No public information is available regarding funding history, headcount, ownership structure, founders, or financial performance. No patents, trademarks, regulatory actions, or M&A activity are recorded in the source data.

Name

noot, inc.

Legal name

noot, inc.

Website

https://growwithnoot.com

Company type

Private

Operating status

Operating

Short description

Noot, Inc. is a direct-to-consumer brand that sells bio-organic plant food containing a proprietary 16-strain microbial consortium, alongside specialized potting mixes and accessories, to indoor plant hobbyists and collectors in the United States via its own website and auto-delivery subscriptions.

Ownership category

akta.pro rank

Product category

Organic Plant Fertilizers

NAICS

Pesticide, Fertilizer, and Other Agricultural Chemical Manufacturing (3253)

akta.pro primary industry

Organic & Biological Input Retail (Biostimulants, Biopesticides, OMRI) (AFABAJAK)

Keywords

• Bio-organic plant food
• Indoor plant fertilizer
• Organic potting mix
• Houseplant care products
• Plant care subscriptions

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bio-Organic Plant Food Subscriptions: Auto-Delivery subscription model offering recurring monthly deliveries of plant food vials at discounted rates ($9.50-$15.00/month per vial) with flexible frequency options (30, 60, 90 days). Subscribers receive 40-50% off retail pricing and free shipping.
2. One-Time Retail Product Sales: Direct e-commerce sales of plant food, potting mixes (The Noot Mix, Rescue Mix, Husky Mix), and accessories (watering jugs, measuring syringes, gardening aprons) at full retail prices.
3. Potting Mix Subscriptions: Monthly Auto-Delivery subscriptions for potting mixes with discounted pricing ($11.99-$16.99/month depending on product)

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

noot, inc. (DBA: Noot) manufactures and sells a bio-organic liquid plant food formulated with a proprietary consortium of 16 microbial strains, along with specialized potting mixes (Noot Mix, Rescue Mix, Husky Mix) and gardening accessories. Products are sold direct-to-consumer through the company's e-commerce site growwithnoot.com, with one-time purchase and subscription (Auto-Delivery) options targeted at indoor houseplant owners.

Product overview

Noot offers a comprehensive bio-organic plant care product line centered around its core Noot Bio-Organic Plant Food—a liquid fertilizer containing organically-sourced nutrients, trace minerals, and 16 microbial strains (mycorrhizae fungi and rhizobacteria). The product portfolio includes specialized potting mixes (The Noot Mix, Rescue Mix, Husky Mix) that provide soil-free growing mediums optimized for different plant needs. Accessories include a foldable watering jug and measuring syringe for proper dosing. The products work together as a complete plant care system where the liquid plant food converts water into a nutrient-dense microbial solution applied during regular watering, while the potting mixes create bio-active soil ecosystems. Noot operates primarily through Auto-Delivery subscription model with tiered pricing, though retail one-time purchases are also available.

Differentiator

Problem solved

Functional benefit

Products and services

• Noot Bio-Organic Plant Food Liquid bio-organic plant food containing a proprietary blend of 16 microbial strains designed to nourish the soil ecosystem and support indoor houseplants, applied via included measuring syringe.
• The Noot Mix Specialty potting mix designed as the default soil medium recommended for use with Noot Bio-Organic Plant Food.
• Rescue Mix Specialty potting mix formulated to revive or rehabilitate struggling or stressed indoor plants.
• Husky Mix Specialty potting mix intended for large or heavy indoor plants requiring a more robust growing medium.
• Foldable Watering Jug 1/2 gallon foldable watering jug offered as a watering accessory for indoor houseplant care.
• Measuring Syringe Measuring syringe included with Noot Bio-Organic Plant Food to enable accurate dosing of the liquid fertilizer.
• Gardening Apron Branded gardening apron sold as a Noot accessory for indoor plant care and repotting activities.

Quantifiable outcome

• Results visible within 30 days or less
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Botanicare: Botanicare specializes in liquid nutrients, supplements, and growing media for indoor and hydroponic plants. It targets the same advanced hobbyist and rare-plant collector segments as Noot and overlaps on indoor liquid plant food.
• General Hydroponics: General Hydroponics is a long-standing indoor plant nutrient brand selling liquid fertilizers and supplements to hobbyist growers. It competes with Noot in the indoor-houseplant liquid nutrient category, though with a more chemistry-led (vs. microbial) positioning.
• Espoma: Espoma produces an organic indoor and outdoor plant care line including liquid plant foods, potting mixes, and tone-style granular fertilizers. Its product breadth, organic positioning, and indoor-plant focus make it a direct comparable to Noot's plant food and three potting mix SKUs.
• Dyna-Gro: Dyna-Gro is a specialty liquid nutrient brand used heavily by indoor plant and rare-plant collectors. Its NPK-based liquid formulations address the same use case (every-watering feeding of houseplants) as Noot's Bio-Organic Plant Food.
• Arbico Organics: Arbico Organics distributes and formulates organic biological inputs (biostimulants, beneficial microbes, organic fertilizers). Its biostimulant/microbial positioning is highly comparable to Noot's 16-strain, bio-active-soil narrative.
• Dr. Earth: Dr. Earth formulates organic fertilizers and soils with a strong brand presence among houseplant and edible-crop growers. Its people- and pet-safe positioning and bio-based ingredient story closely mirror Noot's organic/microbial narrative.
• FoxFarm: FoxFarm is a leading manufacturer of organic and blended liquid fertilizers and potting soils for indoor and outdoor gardeners. It directly competes with Noot in the organic, premium-priced plant nutrient category and serves the same houseplant hobbyist segment.

Emerging players

• Teaming with Microbes / Soil Foodweb-related input brands: A loose cluster of microbial-soil and biofertilizer brands rooted in the 'soil foodweb' / mycorrhizal-rhizobacteria narrative. They compete directly with Noot's core storytelling and 16-strain consortium.
• Root Naturally (Big Rootz / Earthworm Technologies): Root Naturally and similar emerging plant-care brands sell organic, bio-based potting mixes and liquid nutrients to the houseplant hobbyist segment. They are direct competitors to Noot with similar indie DTC positioning but smaller scale.

Broad incumbents

• Scotts Miracle-Gro: Scotts Miracle-Gro is the mass-market incumbent in lawn and garden care, including Miracle-Gro-branded indoor plant foods and soils. It overlaps with Noot's category from a broad-incumbent perspective, with vastly greater distribution, R&D, and shelf presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/growwithnoot

Revenue estimate

Valuation estimate

Number of profiles

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 noot, inc.