artisinal dirt

Surviving is the first law of nature.
Thriving is the art of living well.

Terroir - For the plants you want to thrive.

Surviving is the first law of nature.
Thriving is the art of living well.

For the plants you want to thrive

Premium Soil Products

Premium Soil Solutions

Optimized Soil Blends

Balanced Soil Blends

Optimized Earth Blends

Bringing nature home.

Naturally inspired, homegrown success.

Natural homes for houseplants.

Native soils for your domestic plants

Your natural habit, and theirs.

Your dream home, and theirs.

A piece of earth for plants to call home.

A patch of ground to call home

for Happy Healthy Houseplants

Dear Plants, Welcome Home.

The home your plants deserve

True to your roots, wherever they reach

Choosy plants choose Terroir.

The best wines come from the best soils. Now your plants can too.

Plants can’t stand their ground? Try ours.

Fields are either fertile or barren, no matter how much you water them.

A piece of earth to protect the planet


We all feel compelled by a desire to nurture something beyond ourselves, to invest a piece of ourselves in others. With more and more young professionals delaying or altogether foregoing starting their own families, this basic human drive manifests in other behaviors.

Animals were first domesticated to function as servants. Then we started giving them names.

We have personified animals to the point where we attribute our desires to also be theirs. Today, proud Millennial “pet parents” can’t seem to spoil their fur babies enough. If I want a treat from Starbucks, my corgi gets one too. Still, many would-be pet owners can’t find the time, space, or stability to care for a four-legged dependent.

Enter houseplants. The last half decade or so has seen tremendous growth in demand for houseplants, particularly among Millennial and Gen Z consumers whose shopping habits greatly skew towards ecommerce. This is the same market that, for now, chooses pets over babies, again, when pets are a viable option. In addition, their purchases are often ethically motivated by environmental and social concerns, favoring products that support sustainability, wellness, and smaller businesses.

Let me tell you a little more about the people in this category, with whom I am well acquainted - after all, I’m one of them. Many of my friends are addicted to buying houseplants. They’re beginning to run out of room for more. They’ve already given all their plants names. Several beloved specimens have even been hauled cross-country by their highly mobile owners, strapped into the passenger seat while the back is filled with everything else.

Now that it’s been clearly established that a sizable consumer base is willing to spend $200 or more for a single plant sold online, how do you keep this market engaged? What’s the next step?

Chiefly, this consumer wants to make their modest apartment feel more habitable. In the alienating environments of modern urban dwelling, houseplants restore our longing for a connection with nature. They make a charmless box feel more like a proper home. So then shouldn’t their plants desire the same - a nurturing, proper home.

DW/DW, 2020 - ongoing