Nikhil Arora and Alejandro Velez founded Back to the Roots 15 years ago with $5,000 as college students. Today, their gardening brand is sold in major retailers such as Walmart, Target, Lowes, Home Depot, and Amazon. They have experienced significant growth, with consumers spending approximately $100 million on their products. Despite facing challenges along the way, they remain committed to their goal of creating an eco-friendly gardening company.
The duo initially started with mushroom grow kits made from used coffee grounds collected from coffee shops near their UC Berkeley campus. Their unique offering caught the attention of a local Whole Foods buyer, leading to a successful partnership and the establishment of their business. Over the years, their product range has expanded to include peat-free soils, American-grown organic seeds, packaging made from recycled materials, and organic plant food, all in line with their mission to make organic products more mainstream and affordable.
Back to the Roots has capitalized on the growing interest in gardening during the pandemic, as more people turned to hobbies like gardening while spending more time at home. A younger generation is particularly interested in organic and planet-friendly options, which has contributed to the increased demand for their products. Retail partners like Walmart have recognized this trend and have showcased Back to the Roots’ organic range in their stores.
Despite facing rejection from stores, Arora and Velez persisted in pitching to retailers and eventually secured placements in major stores like Walmart. Their commitment to organics and sustainability has resonated with consumers and retailers alike. They have also focused on environmentally-friendly packaging by incorporating post-consumer recycled plastic, aligning with Walmart’s environmental goals outlined in Project Gigaton.
Back to the Roots’ collaboration with flexible packaging manufacturer ProAmpac to introduce recycled content in their packaging is seen as a trendsetter in the industry, inspiring other brands to embrace sustainability in their packaging. Their broader mission involves inspiring positive change by taking small actions with a clear purpose. They envision transforming garden centers in the future by reducing the footprint of their soil packaging and promoting a more sustainable approach to gardening products.
Industry leaders and celebrities are placing their bets on Back to the Roots as the next-generation brand that can disrupt the stagnant lawn and garden category. With a focus on offering innovative and sustainable alternatives to legacy players, the brand has significant potential for growth and success. As they continue to collaborate with industry partners and push for greater sustainability, Back to the Roots aims to create a sea-change moment for the gardening category.