Epic gardening

About Epic gardening

Epic Gardening has evolved from a personal blog into a significant content-to-commerce entity in the gardening market. The company was founded in 2013 by Kevin Espiritu, who leveraged a personal hobby into a multi-platform educational resource. Espiritu, who holds a degree in accounting, initially started the blog to document his gardening journey, which he took up to combat a video game addiction. In 2016, he transitioned to working on the blog full-time, which eventually expanded to include a popular YouTube channel and other social media platforms, leading to the establishment of an e-commerce website.

The firm's business model is centered on a content-first strategy, building a large, engaged community through free, accessible, and practical gardening education. This content, which includes blogs, podcasts, and videos across platforms like YouTube, TikTok, and Instagram, has amassed a following of over 6 million people. Revenue is primarily generated through the direct-to-consumer sale of curated gardening products via its online store, which accounts for about 90% of revenue. This includes a wide range of items such as their flagship Birdies Raised Beds, seed starting trays, grow bags, tools, and soil amendments. The remaining revenue comes from brand partnerships, ad sales, and affiliate deals. A significant milestone was the January 2022 investment of $17.5 million from The Chernin Group (TCG) to scale operations, commerce, and content.

A key strategic expansion occurred in January 2023 with the acquisition of Botanical Interests, a well-established seed company founded in 1995. This move significantly broadened Epic Gardening's product offerings with over 650 varieties of non-GMO seeds and expanded its reach into the wholesale market through Botanical Interests' existing network of over 4,500 independent garden centers and retail stores. This was followed by the acquisition of Modern Farmer in February 2025, further solidifying its position in food and agriculture media. The company has demonstrated impressive financial growth, with revenues growing from $17,000 in its first full-time year to millions annually. Headquartered in San Diego, the company has grown to over 80 employees.