February 2024 - 29

ECO-FRIENDLY
We the Wild offers certified organic products
intended to make plants thrive. Photo courtesy
of We the Wild.
nature and put them in a pot. When gardeners
use standard products, they are simply adding
synthetic nutrients that actually hinder, rather
than help, their plants. We the Wild replicates
the ecosystem as closely as possible, to bring
plants everything they need in a way that's
simpler, organic and effective. They can be used
on all plants at all times of year without the fear
of burning or overdosing your plants like you
can with traditional chemical-based fertilizers.
How is the next generation affecting the plant
care market?
The next generation is seeking out products
that are safer for use in the home around their
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Founder and director Josh Armstrong launched We
the Wild in 2019 in Australia and in the U.S. in 2022. The
company offers certified organic essentials intended to
make plants thrive without stress and confusion.
How did the idea for We the Wild come about?
Growing up on a farm in Australia, I thought I had
plants all figured out - until I moved to a studio
apartment in Central London and killed every potted plant
that I tried to grow. The more I looked into it, the more
I saw my friends and family having the same problem,
without any idea why. One day, I was using a competitor's
product and decided to examine the ingredients. I was
shocked to discover that it was 100% petroleum oil. I set
about consulting global experts in organic agriculture to
develop a solution that makes it easier for plants to grow
by harnessing their natural function.
What is the significance of the name We the Wild?
We believe in the connective nature of plants and
gardening; it connects us to ourselves, our family and
our community. It was really important that the name
captured this sense of inclusiveness. When we care
for plants, we feel a little bit wilder, a little bit more
passionate and a little bit more peaceful. The " Wild " part
of We the Wild captures that emotion.
How are your products different from others on
the market?
Just like humans, plants don't just need nutrients
to survive. In nature, they thrive on a complex mix of
microbes, fungi, hormones, enzymes, nutrients and
micronutrients. This disappears when we take them from
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children and pets. They're looking for brands that foster
community and are an active part of the plant care
journey, as well as supporting eco-friendly brands.
What's next for We the Wild?
We are on a mission to make it easier for budding green
thumbs to grow thriving plants, so we have an exciting
pipeline of new products in the R&D phase.
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February 2024

Table of Contents for the Digital Edition of February 2024
