February 2024 - 28

ECO-FRIENDLY
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Co-founders Mason Demrow and Ryun Bibro said Urban
Gardener offers all-natural plant care products with sleek
packaging that can fit in an IGC or a gift shop. Their first
bottles were sold in late 2021.
How did the idea for Urban Gardener come about?
Our initial vision for the brand started to grow a few
months into the pandemic, when Ryun left a 20-year
career in consumer products and Mason was helping
with her mother's business selling tropical cuttings and
growing supplies. We started to bring a lot of plants
into our home as a way to improve our space during
lockdown - sometimes with limited success. As we
looked to improve our chances of success with our new
plants, we realized that there were not a lot of beginnerfriendly
options on the market that made growing
plants easy. So we set out to create a line of products
that would help us and other people solve the biggest
problems houseplant owners had.
After 11 different formulas, extensive testing and input
from some plant professionals, Urban Gardener's Super
Growth Elixir was born. We followed quickly with our leaf
shine and insect treatment. Our goal at Urban Gardener is
to allow anyone - with any level of skill or knowledge -
to grow healthy, vibrant houseplants.
What is the significance of the name Urban Gardener?
We loved the name Urban Gardener as a way to capture
the spirit of new generations of young growers who have
different tastes, lifestyles and needs, as compared to
previous generations. For us, it evokes an image of the
modern plant enthusiast, living synergistically in their space
among plants, people and pets in an urban environment.
Urban Gardener's goal is to
allow anyone to grow healthy,
vibrant houseplants Photo
courtesy of Urban Gardener.
How are your products different from others on
the market?
Innovation was the key concept for this project. We
wanted our products to be effective and stylish while
holding our core belief that consumer products should
be safe and free from harmful chemicals and harsh
pesticides. All of our products are formulated with natural
ingredients and are safer for families, pets and pollinators.
We definitely are using some ingredients that have been
longtime solutions for organic growers, but we have made
some really effective tweaks based on recent research and
cutting-edge organic growing techniques. We should also
mention that our products are pretty good-looking and
meant to feel at home in stylish decor - not hidden under
the sink.
What has been the customer response?
The customer response has been pretty phenomenal.
We had tested for over a year on more than 100 varieties
of plants and found the products to work amazingly on
all of them. We have had hundreds of good reviews, and
often people will message us directly to thank us and
let us know that we have changed their plant game. Our
" urban gardeners " report bigger, healthier leaves, new
growth and generally healthier plants.
How is the next generation affecting the plant
care market?
The next generation of consumers is looking for
products and experiences that are tailored to a healthier
lifestyle. They are specifically looking to spend money
with brands that listen to them and connect with their
values, rather than just offer a low-cost solution for profit
and sales. This is true across the entire consumer market,
but we have noticed that indoor plant lovers are especially
passionate about how they care for their plants and what
ingredients they bring into their homes. We wanted to
create a brand that spoke to that passion and brought an
elevated experience to daily plant care.
What can garden centers do to sell more natural plant
care products?
Education, outreach and positioning are all key
components in elevating natural plant care solutions
in garden centers; people need to be educated on the
latest techniques, ingredients and products. Early on, we
worked a lot with specialty and boutique plant shops.
We learned a lot from their passion and their desire to
work with people to help them succeed in growing, often
offering different products and solutions than those found
at the big-box stores.
What's next for Urban Gardener?
We're super excited about the response we've had so far
and will be moving into some other areas next year. We will
be providing refills for our sprays and also moving toward
products that will bring our same great approach to outdoor
gardens. We are very excited for the future of our brand.
28 | LAWN & GARDEN RETAILER | FEBRUARY 2024
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February 2024

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