There is estimated to be 40 million acres () of lawn or turf grass in the U.S., making the grass in people’s backyards one of the largest crops in the U.S. and yet lawn care products are full of harmful chemicals. So Coulter Lewis decided to start a sustainable lawn care company that will help people learn how to care for their grass in a way that’s good for the planet. Sunday () is a DTC that allows consumers to sign up and send in a sample of the dirt from their lawn that is used to pick out what products someone needs and tell them how much and when they need them.

In this conversation they cover:

• How Coulters previous experience starting Quinn Snacks with his wife informed how he leads at Sunday
• The challenges and perks of building with family members
• Evolving the products from bespoke DTC offerings to general consumer in-store goods

(0:00) Introduction

(4:28) Creating personalize law care plans

(9:34) Launching DTC in this climate

(14:55) Expanding into new categories

(20:50) using data to improve products

(23:13) Building businesses with family

(28:06) Building the right team

(31:27) Regulation and expansion

(36:15) Host conversation

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