Brands launch smart gardens for those who don’t have time to take care of plants

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The increased interest in growing plants during the pandemic made brands invest in smart gardens, designed for those who live in apartments and do not have time to dedicate themselves to gardening.

Three companies from São Paulo offer similar solutions: Brota, Green Leaf and Yes We Grow —which was founded in 2019, but only in 2021 did it start selling this type of item.

In smart gardens, the pots are placed on a plastic reservoir, which only needs to be replenished once a month. A kind of wick, at the base of the vases, slowly absorbs the water, keeping the earth moist.

The product can also be used in environments that do not receive natural light. LED lamps programmed in automatic cycles guarantee the necessary light time for photosynthesis.

The gardens were also designed to take up little space: they have a capacity for six vases and measure around 60 cm x 20 cm, with some variations in formats.

Each company offers substrate with its own formula of nutrients, to ensure the health of the plants for a longer period of time.

In pots, it is possible to grow not only aromatic herbs, but also larger vegetables and even edible or ornamental flowers. The seeds are supplied by the manufacturers, in packages prepared for transport — there is no sale of seedlings.

Despite similar products, the three companies have different business models. Brota, launched in June 2020, is located in the Mooca district, on the east side of São Paulo, and invested in its own manufacturing, in charge of 28 employees.

The company buys the inputs that make up the soil and complements the process internally, according to Rodrigo Farina, 24, founder of the brand. “The nutrients are packaged in capsules, with natural nanotechnological material, which releases them little by little, as the plant needs.”

Sold exclusively through Brota’s own ecommerce, the gardens cost from R$225 (model without lighting) to R$379 (with LED).

As part of the clientele doesn’t even have time to think about replacing the plants, the company also offers the subscription option. The packages, which cost from R$49 per month, entitle you to a vegetable garden and a continuous supply of seeds and capsules with substrate.

Basil, for example, germinates in seven days, is ready to be harvested for the first time on the 20th day and gives several harvests for another 45 days. At the end of the cycle, it is time to change the soil and sow it again.

“We have already sold 16 thousand vegetable gardens to all Brazilian states, although our focus is on urban areas in the Southeast region”, says the businessman

Green Leaf, also launched in June 2020, focuses on online sales, but in a fragmented way. The products are sold on the brand’s ecommerce and in large marketplaces, such as Magazine Luiza, Mercado Livre and MadeiraMadeira.

The regular price is R$449, but it is possible to find promotions for up to R$399.90.

Located in Diadema, in the metropolitan region of São Paulo, Green Leaf also has its own manufacturing, but it has a much leaner structure — only three employees.

1,140 gardens have already been sold, according to José Roberto Lopes Lima, 47, founder of the company. He claims that he invested R$ 400,000 in the venture and that, at the moment, he is negotiating the sale of the company.

Of the three brands, Yes We Grow is the only one that offers other products besides the smart garden. The brand was created in 2019 and, at the time, it only sold a planting mix, a substrate that has over 500 ingredients in its composition, says Rafael Pelosini, 45, a partner at the company.

“[O substrato] is designed to hold more water and weigh a third compared to common earth. You can carry it on your bike and don’t get your hand dirty.”

Today, the company has 80 items for sale, ranging from natural fertilizers to vases and gardening accessories.

The gardens are sold for R$ 399 in the brand’s own ecommerce and in physical stores of large retail chains, such as Petz, Big and Sodimac. A Yes We Grow lounge was also installed in the Shopping Garden on Avenida dos Bandeirantes, in the south of São Paulo.

“Offline sales are based on building experience. Many people want to plant crops and don’t have the courage to start due to lack of knowledge. By offering content, we can unlock the clientele’s momentum for cultivation,” he says.

The manufacturing is 100% outsourced, which allows it to be replicated even in other countries. The company does not have its own headquarters — the 20 permanent employees and the 30 service providers were already working remotely even before the pandemic.

From 2019 until now, three contributions from investors have ensured the company’s financial health — the last, in December of last year, totaled R$ 3 million. Revenue in 2020 was R$ 1 million, expected to be quadrupled in 2021, according to Rafael.

Now, the next step must be internationalization. “We have already received proposals from countries in Europe, the United States, Canada and Costa Rica. We have not yet taken this step, but it is the path for the coming years”, says the entrepreneur.

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