True Leaf Market

True Leaf Market is an certified organic seed and horticultural company based in Salt Lake City, Utah, United States. It markets under various brands, the largest of which is Mountain Valley Seed Company. As one of the major seed suppliers in Utah, True Leaf Market specializes in supplying non-GMO seeds, microgreen supplies, and wheatgrass supplies.
Although True Leaf Market had started as a traditional vendor and supplier, today a large portion of True Leaf Market's sales is derived from its online store.
True Leaf Market is also part of the International Sprout Growers Association (ISGA).
==History==
True Leaf Market was founded as Mountain Valley Seed Company in Logan, Utah in 1974True Leaf Market company information by Demetrios Agathangelides, a Greek-American plant geneticist at Utah State University who was doing research on plant varieties adapted to environments with high altitudes and short growing seasons.Utah’s Mountain Valley Seed Company The company has since grown and merged with other companies, and has been renamed as True Leaf Market.Mountain Valley Seed Company As of 2014, True Leaf Market is owned and managed by Robb Baumann, Lance Heaton, Kaitlin Jones, and Parker Garlitz. Today, True Leaf Market remains as one of the few hundred independently owned seed companies in the United States, due to mass consolidation of seed companies by giant agribusinesses taking place over the decades.
==Leadership==
thumb|right|150px|Kaitlin Jones, co-CEO
The four co-CEOs of True Leaf Market are currently:https://catalystmagazine.net/utah-s-mountain-valley-seed-company/
*Robb Baumann
*Lance Heaton
*Kaitlin Jones
*Parker Garlitz
==Brands==
True Leaf Market brands include the following.
*Mountain Valley Seed Company
*Handy Pantry SproutingHandy Pantry (sprouting supplies)
*Wheatgrass KitsWheatgrassKits.com (wheatgrass supplies)
*Bloom MasterBloom Master (hanging baskets and other growing supplies)
*Stack and GrowStack & Grow planters
*Living Whole Foods
*Trellis + Co.Trellis + Co. (fermenting and sprouting supplies)
These brands were the results of various acquisitions over the years. The plethora of True Leaf Market brands provides horticulturalists and planters from around the world with various specialized niche products to suit their needs.
===Mountain Valley Seed Company===
Mountain Valley Seed Company, the oldest True Leaf Market brand, was originally founded in 1974. It was originally founded by Demetrios Agathangelides. After Mountain Valley Seed Company acquired various companies and brands over the years, it was eventually included under the True Leaf Market umbrella.
Mountain Valley Seed Company is one of the few hundred independent seed companies remaining in the United States, and is dedicated to providing high-quality, non-genetically modified seeds that can be trusted by horticulturalists and commercial agriculturalists alike to produce quality organic produce and plants.
===Handy Pantry Sprouting===
Handy Pantry Sprouting provides sprouting products. Handy Pantry has been providing organic sprouting seeds and sprouting supplies for over 40 yeasr, while Handy Pantry Distribution has been supplying retailers for over 25 years.Handy Pantry wholesale information
Products sold under True Leaf Market's Handy Pantry brand include the following.
*Sprouting kits
*Organic sprouting seeds
*Seed sprouters
*Organic sprouting seed assortments
*Seed assortments
*Sprouting supplies
*Wheatgrass kits (for customers to grow their own wheatgrass)
*wheatgrass juicers (to make wheatgrass juice)
*Sprouting books and media
===Wheatgrass Kits===
WheatgrassKits.com, now part of TrueLeafMarket.com, provides kits for growing wheatgrass.
Products range from grains to growing supplies, refills, juicers, and books. Hydroponic equipment and kits are also offered for growing wheatgrass hydroponically, meaning that the wheatgrass is grown in water without any soil.
===Bloom Master===
Bloom Master is a True Leaf Market brand that includes hanging baskets and many other types of growing supplies. Bloom Master hanging baskets can be used to grow flowers, edible vegetables, ornamental plants, and many other kinds of plants.
Since True Leaf Market Bloom Master baskets and planters can be easily set up, they are highly well-known among customers for their ease of use and utility.How to Plant Your Bloom Master
Bloom Master products include:
*Hanging Baskets
*Planter Box
*Tree Stand
*Wire Hanger
*Planter Box Brackets
===Stack and Grow===
Stack and Grow features specialized growing supplies that allow plants to be stacked. These include expandable trays that can be stacked for up to 8 levels.Stack and Grow instructions
===Living Whole Foods===
Living Whole Foods was originally owned by co-CEO's Kaitlin Jones and Parker Garlitz. They eventually merged with Mountain Valley Seed Company. Living Whole Foods continues to sell products through True Leaf Market, primarily wheatgrass, herbs, mushrooms, garden equipment, juicers, and tofu making kits.Living Whole Foods profile on Inc.
===Trellis + Co.===
Trellis + Co. provides fermenting equipment and kits, as well as sprouting supplies.
Trellis + Co. was founded by Josh, Jill, and their two daughters' homestead in rural western United States. With their kitchen as a greenhouse and their living quarters in a sheep wagon, Trellis + Co.'s headquarters started out in upcycled shipping containers. Today, Trellis + Co. is a provider of many different types of fermenting and sprouting equipment.
==Products==
True Leaf Market products are highly diverse, with a focus on high-quality non-GMO products that maintain the company's unique image as an "organic" independent company providing quality products for dedicated horticulralists. Some of True Leaf Market's products include:
*Non-GMO seeds (for planting flowers, vegetables, herbs, cover crops, etc.)Good Seeds (Devour Utah)Mountain Valley Seed
*Sprouting seeds for growing microgreens and other vegetables and plantsGrowing Microgreens and Sprouts Part 3: Growing and Eating (KUED, Utah State University)
*Kits for microgreens (leaf vegetable|vegetable green, harvested after sprouting as shoots)Microgreens: Harvest for all seasons
*Wheatgrass seeds, kits, juicers, and supplies
*Gardening supplies: fertilizers, composting supplies, greenhouses, growing equipment, etc.
*Mason jar accessories, including fermenting kits, canning supplies, and sprouting lids
Other products include mushroom grow kits, cover crops, and even skin care products and .
The company also sells its products with major retailers and wholesalers, including Costco.Non-GMO trend hits the seed industry (The Organic & Non-GMO Report)
==Planting Points==
True Leaf Market's Loyalty Rewards Program is known as Planting Points.True Leaf Market's Loyalty Rewards Program Planting Points allow for members to save money on their next purchases. The more that members spend, the more they also save. Three distinct titles are applied to members:
*Hobbyists earn 1 point for every dollar spent, and spend less than $250 in the course of a year (January 1-December 31 of any year).
*Gardeners earn 2 points for every dollar spent, and spend between $250 and $1,000 in the course of a year.
*Farmers earn 3 points for every dollar spent, and spend over $1,000 in the course of a year.
Additionally, points can be earned through social media sharing, review writing, friend referrals, and other activities helping to promote the company.
==Community engagement==
True Leaf Market is highly engaged with the local community, hosting widely-known special family events and college scholarships for talented students. This level of community engagement is unique among independent American seed companies, since True Leaf Market hosts unusual events such as the annual Ginormous Pumpkin Regatta (a "pumpkin boating" festival unique to South Jordan, Utah).
===Ginormous Pumpkin Regatta===
One of True Leaf Market's brands, Mountain Valley Seed Company, hosts the annual Ginormous Pumpkin Regatta at Oquirrh Lake in South Jordan, Utah every October.Thousands show up for annual Ginormous Pumpkin Regatta in South Jordan (ABC 4) During the regatta, giant pumpkins are seen floating all over Oquirrh Lake as people use them as canoes or kayaks. This annual mid-October pre-Halloween event has allowed True Leaf Market to integrate into the local Salt Lake City area community and make itself well-known as a community-focused, family-oriented company.
===Demetrios Agathangelides Scholarship===
True Leaf Market also offers scholarships opportunities for students,True Leaf Market Scholarship (Pennsylvania State University) including the Demetrios Agathangelides Scholarship.True Leaf Market scholarships The scholarship is named after True Leaf Market's founder Demetrios Agathangelides, who was a dedicated plant geneticist based at Utah State University during the 1970s. It is an annual $1,000 scholarship that is offered to a few select students interested in pursuing studies in the agricultural sciences.
==References==
==External links==
*True Leaf Market official website
*True Leaf Market Owler profile
*True Leaf Market Crunchbase profile
*True Leaf Market Wikipedia page
Category:Companies