Investment Announcement: Rosy Soil
We are so excited to announce our newest investment in Rosy Soil! We are thrilled to have them as part of our portfolio at Rodeo.
Rosy Soil is redefining the soil category with a premium, biochar-based product that delivers both superior plant performance and meaningful environmental impact. By replacing destructive peat with proprietary biochar formulations, Rosy Soil offers independently validated benefits including 50% greater root growth, 26% higher microbial activity, and 20% less water usage. The brand’s multi-channel strategy, spanning 1,500+ retail doors (including Target), a rapidly scaling DTC business (6x YoY growth), and emerging commercial partnerships has fueled 4.3x annual revenue growth and a clear path to profitability. Positioned at the intersection of sustainability and performance, Rosy Soil is primed to lead the next generation of eco-conscious soil solutions.
Here’s a little more about Rosy Soil & why we invested:
DEMAND & CATEGORY CREATION
-Every year, the U.S. imports half a billion cubic feet of peat-based soil from Canada, an outdated, inefficient, and unsustainable practice already banned in many countries. Peatland destruction contributes 5% of total global emissions, double that of the airline industry, while 75% of surveyed growers are actively seeking alternatives. With few premium, branded soil products on the market, Rosy Soil has carved out a leadership position, creating its own category. By testing pricing, the team discovered that higher, premium positioning actually drove more sales while improving margins.
PRODUCT MARKET FIT
-Despite being a young brand, Rosy Soil was approached by Target, who cold-emailed them to meet customer demand for a sustainable, premium potting soil. That test has since expanded to 610 Target stores with front-of-store placement, while indie retailers grew from 90 to 942 locations since 2022.
SUPERIOR PERFORMANCE & PATENTED TECHNOLOGY
-Rosy Soil’s patented biochar-based formulations deliver 50% more root growth, 26% higher microbial activity, 20% less waste reuse, and a 6x lower footprint than peat. After four years of R&D, Rosy Soil became the first company to commercialize a peat alternative made in the U.S., actively sequestering CO₂ instead of releasing it. With five proprietary formulations, one patent granted, and five more in the pipeline, Rosy Soil is redefining what premium soil can be.
Check out their products here:
https://rosysoil.com/
