America's backyards are ripe for disruption. In 2017, healthy snack entrepreneur Coulter Lewis noticed the discrepancy between the care organic farmers took for their land and the way the suburbanites eating his snacks sprayed their lawns with chemical fertilizers and pesticides. After doing some math, Lewis determined that private home lawns, which make up 10 times more land than U.S. organic farms, would be the third-largest U.S. crop by area. He also calculated that homeowners put about five times more pesticides per acre on lawns than farmers put on industrial farms. Lewis thought, why not give lawn care the organic treatment and deliver it directly to consumers through a friendly brand?