Our Journey
The original seed was planted only a short time ago and what a journey it's been. Take a look at where we came from and what we've achieved so far.
The Idea
June 2019
Back in 2019, we realised that sourcing components to make the perfect blend for our houseplant collection was a right faff! Having to use so many companies to get all the different components from was time consuming. Why couldn't there be one place for plant collectors like us to get our dirt from, whether it's pre-mixed or just the plain old ingredients?
Lift Off
24th May 2020
After months of researching the properties of each component and working with experts on how healthy soil ecosystems mean healthy plants, we were finally confident in our specialist formulas. Despite a rough time during the first lockdown, which delayed launch plans, we said "Muck it! Let's just get this thing going!" The next morning we got down and dirty for the first time, preparing the very first orders.
Customers first!
After months of trying to cram all the jobs into 24 hours, we decided that mixing all day then writing emails late into the evening was getting a little too much. So we took on experienced houseplant collector and customer service extraordinaire Amy, to help us and our growing community in the way we originally planned. Amy had been with us since day one, helping with product development and creative direction.
The Big Move
October 2020
Our house was only half renovated when we started Soil Ninja, making the downstairs a perfect production space. Things got real busy! After a few months, loads of orders and a completely wrecked shell of a living room, it was time to move the mixing to a brand new warehouse. With the extra space we were able to produce higher volumes, supply wholesale to shops and garden centres, and add new components to the range.
An extra few pairs of hands
March 2021
With order volume growing every day, it was time to train up a couple more Ninjas. Introducing the mixing masters that create, bag and box all your Soil.Ninja orders: Connor and George! After originally starting out through the government Kickstart job scheme, they stayed with the team long term to keep delivering the best quality bags of soil around. If you have anyone to thank, it's these guys.
Meeting customers & the community
Throughout 2021 we went out to plant markets and festivals across the country to show our mixes to the public and meet some of our regulars. A nice break from the warehouse and a great chance to gather feedback!
"Brand" new colleague
In mid 2021 we brought on close friend, graphic design genius and original creator of the Soil.Ninja logo and packaging, Jamie. Now with us full time to help out with all things Soil.Ninja!
Leading the team
Introducing Super-Ninja Leanna. She joined us in late 2021 to help with production and is now the turbo engine that drives the warehouse. You can thank her for those next day dispatches!
New year, new us
Early 2022
Following a year of planning, we launched our brand new, super durable, 100% recyclable and just as iconic packaging. As much as we miss the original, the new bags gave customers what they were asking for: resealable, recyclable, and with a 10L option. We reviewed all the feedback from the previous 18 months, spoke with other enthusiasts and collectors, and improved the formulas, rolling them out with a fresh look.
Gold winners at Chelsea!
May 2022
We were ecstatic to be invited to the RHS Chelsea Flower Show by Sarah (The Plant Rescuer) and Mark (Happy Houseplants) to help create a Soil Bar in their Plant Clinic concept. Thanks to the hard work of Sarah and Mark, as well as Ben (Worcester Terrariums) and Ian (Liquid Gold Leaf), the Plant Clinic earned Gold in the Houseplant Studio category!
Still digging
Today
Every bag is still mixed to order by the team in Lincoln, and we're as obsessed with dirt as we were on day one: the freshest peat-free blends, honest advice and fast dispatch. Our A-Z index and soil calculator are here to help you find the right mix, and the Dojo is full of guides from the team. Thanks for growing with us.