Inspiration to launch a lawn-care company struck Coulter Lewis when he was shopping for lawn-care products one day. The entrepreneur, who previously worked as a designer and co-founder of a snack company, says the stench of pesticides and herbicides piled high was too strong to ignore.

Lewis began researching safer alternatives to fertilize his backyard. His research showed him that he wasn’t alone: a typical managed lawn in the United States gets five times more pesticides per acre than the average industrial farm. A lack of options on the market inspired him to create his own.