Unearthing a Greener Future
Lauren and Matt Cain, the dynamic duo behind Elm Dirt, are on a mission to revolutionize the agricultural landscape.
With a firm belief in the power of sustainable, regenerative, and organic practices, they (@growing.cains) are changing the game, one farmer at a time.
By reducing the impact of synthetic fertilizers that contribute to climate change and minimizing the need for harmful pesticides and herbicides, Lauren and Matt are poised to make a significant impact on our planet.
Their passion for helping farmers and preserving the environment drives every aspect of their business.
From Fistfuls of Dirt to Global Transformation
In January 2020, fueled by a mother’s concern for her six-month-old daughter’s health, Lauren Cain founded Elm Dirt.
Witnessing her daughter munching on soil in their backyard, Lauren became determined to find a safer alternative to conventional fertilizers and weed killers.
Drawing inspiration from her husband’s family’s background in worm farming, she embarked on a journey to explore the potential of worm castings (worm poop) as a
natural and organic fertilizer. Little did she know that this simple aspiration would soon blossom into a nationwide movement.
Pioneering Organic Fertilizers and Beyond
Lauren Cain, armed with her background as a chemical engineer and extensive research in the field, harnessed the power of Korean Natural Farming, permaculture, and cutting-edge microbe technology to develop formulas for Elm Dirt’s remarkable Plant Juice and Bloom Juice.
These all-natural and organic complete fertilizers are not only effective but also environmentally friendly.
Lauren’s expertise, combined with her manufacturing skills acquired at ExxonMobil, ensures that Elm Dirt’s products stand at the forefront of innovation and quality.
A Symphony of Experience and Expertise
Lauren and Matt’s journey began long before the inception of Elm Dirt. Their lives intertwined from childhood, leading them to study chemical engineering together at the prestigious University of Kansas.
Their shared passion for scientific discovery and commitment to making a difference led them to careers in the oil industry.
Lauren excelled at ExxonMobil, managing multi-million dollar projects and overseeing the production of Mobil1’s vital ingredients.
Meanwhile, Matt showcased his talents at Chevron Phillips, optimizing chemical plants and spearheading improvement projects.
Planting Seeds of Change
In 2013, Matt made a pivotal decision, leaving Chevron Phillips to explore the world of online advertising and brand ownership.
Lauren followed suit in 2015, and together they delved into the realm of e-commerce, honing their skills in online marketing and brand development.
This experience laid the groundwork for their future endeavors and positioned them perfectly to scale their organic fertilizer business.
Their comprehensive knowledge of manufacturing, combined with their online expertise, allowed them to pave the way for Elm Dirt’s success as a Direct-to-Consumer brand.
Growing Success, One Achievement at a Time
Elm Dirt’s accomplishments are nothing short of extraordinary. Amongst 350 companies, they were one of only eight to receive a prestigious USDA grant for expanding sustainable US-made fertilizer production.
Within just two years, they have amassed a staggering 75,000 customers across all 50 states. Furthermore, their products proudly carry the CDFA certification for organic excellence.
Elm Dirt’s unwavering commitment to quality has positioned them as a top-tier provider, ready to service up to 2 million acres of farmland.
Fostering a Sustainable Future
Lauren and Matt Cain stand at the forefront of an industry poised for change. Their vision extends beyond Elm Dirt’s success—it encompasses a global transformation in how we nurture the Earth.
By championing sustainable practices and reducing reliance on harmful chemicals, they are redefining the future of agriculture.
Elm Dirt’s commitment to mitigating climate change and fostering a greener world has garnered support from influential organizations, regional politicians, and even prestigious academic institutions.
Expertise That Sets Them Apart
Lauren and Matt possess unparalleled knowledge when it comes to alternatives to synthetic fertilizers.
Their deep understanding of the pros and cons of conventional fertilizers, lawn care chemicals, and agricultural practices sets them apart from their competitors.
This expertise, combined with their focus on science and research-backed solutions, instills confidence in university professors, master gardeners, and individuals passionate about sustainable living.
Cultivating Success, One Seed at a Time
What sets Lauren and Matt apart is their unwavering dedication to their initial vision for Elm Dirt.
By staying true to their purpose, prioritizing scientific excellence, and delivering exceptional products, they have earned their place among the top 1% of the industry.
Their commitment to making a positive impact on the planet shines through every facet of their business, solidifying Elm Dirt as a force to be reckoned with.
Growth on the Horizon
Looking towards the future, Lauren and Matt have ambitious goals for Elm Dirt in 2023.
Their focus lies in expanding their B2B and B2C sales, forging strategic partnerships with farms, golf courses, and nurseries, and securing lucrative contracts for the coming years.
Additionally, they aim to develop comprehensive marketing materials and conduct trials tailored to the specific needs of these industries.
Sowing the Seeds of Entrepreneurial Success
As trailblazing entrepreneurs, Lauren and Matt understand the challenges and rewards of pursuing success.
Their advice to aspiring entrepreneurs is simple yet profound: never give up. They acknowledge the demanding nature of entrepreneurship, filled with highs and lows and limited work-life balance.
However, they firmly believe that the long-term rewards outweigh any hardships faced along the way.
A Vision That Transcends Business
For Lauren and Matt, success is not solely defined by the growth of Elm Dirt. Their passion extends to making a difference in the world, preserving the environment, supporting parents, and empowering children.
They envision Elm Dirt operating on a global scale, replacing synthetic fertilizers that contribute to climate change, and leaving a lasting positive impact.
Through their business and partnerships with nonprofits, they strive to create a greener, more sustainable future for generations to come.
A Journey Filled with Life-Changing Moments
Lauren and Matt have experienced pivotal moments that have shaped their careers and lives.
From bidding farewell to corporate jobs to embarking on the journey of entrepreneurship and becoming parents, each step has been transformative.
Above all, receiving support during and after the USDA grant process has been an extraordinary validation of their vision and dedication.
Nurturing Success with the Right Ingredients
Lauren and Matt attribute their success to several key factors. Staying true to their original purpose, prioritizing science and quality, and creating a high-quality, effective product that actively combats climate change have been instrumental in their rise.
Their unwavering commitment to making a difference in the world has fueled their journey and garnered recognition from customers, industry peers, and environmental advocates.
Learning from Mistakes, Cultivating Growth
As with any entrepreneurial venture, Lauren and Matt have encountered their fair share of obstacles.
They acknowledge the tendency to overestimate the time available for completing tasks and have learned valuable lessons in managing a seasonal business.
Balancing staffing, cash flow, and purchasing for a product with seasonal demand has presented unique challenges that they have skillfully navigated, emerging stronger and more resilient.
An All-In Commitment to Change
Lauren and Matt’s decision to go all-in was driven by an unwavering belief in Elm Dirt’s potential to revolutionize the fertilizer industry.
They recognized the urgency to create a sustainable future and knew they had the expertise and determination to contribute meaningfully.
Furthermore, their desire to build something beyond the confines of a traditional job and leave a lasting legacy motivated them to take the leap into entrepreneurship.
With Elm Dirt, Lauren and Matt Cain have not only cultivated a thriving business but also ignited a movement.
Their innovative, sustainable, and regenerative practices are transforming agriculture and reducing the environmental impact of synthetic fertilizers.
By offering organic alternatives and championing responsible farming methods, they are paving the way for a greener, more sustainable future.
