Sunday, a direct-to-consumer lawn care company that provides customers with tailored non-toxic lawn nutrients, tools, and guidance to grow and maintain natural lawns,announced it has raised $6 million in Series A funding. Tusk Venture Partners led the round with participation from Forerunner Ventures and Bullish. This brings Sunday’s total funding to $9 million within six months of launch.
Sunday was founded by Coulter Lewis in 2018 with the goal of bringing innovation to the lawn care industry by offering an easy, smart, and natural way to grow and maintain healthy lawns. Sunday is a subscription-based direct-to-consumer lawn care company that uses soil, climate, and satellite data to create a tailored nutrient and soil health plan optimized for each lawn. Sunday mails the custom lawn nutrient products directly to the customer’s door and provides tools and year-round guidance to grow and maintain healthy lawns.
Despite recent lawsuits related to health impacts from common lawn and garden care products like Roundup, traditional lawn care products, their ingredients and the way they’re sold haven’t changed for decades. To date, the industry has been controlled by a few key players, with limited product offerings and toxic ingredients like glyphosate and bifenthrin. Traditional lawn care lays down 90,000,000 pounds of pesticides each year, making soil and grass dependent on chemical inputs.
“We invested in Sunday because their platform delivers safe, non-toxic products that are tailored to each consumers region, climate and soil,” said Jordan Nof, Managing Partner at Tusk Venture Partners. “As consumer preferences continue to shift toward personalized, organic, and environmentally conscious products, we believe that Sunday is best positioned to become the trusted consumer brand for the exterior home.”
After 2 years in development, and with the help of Dr. Frank S. Rossi, an associate professor of turfgrass science at Cornell University, Sunday launched in early 2019 with non-toxic lawn care products packed with nutrients and ingredients like seaweed extract, humic acid, and recycled grocery produce. Based on the formula used by the best organic farmers in the country, Sunday combines simple ingredients and location-specific data to create rich, living soil for a healthy, self-sustaining lawn.
“We were excited to invest in Sunday because they are the most thoughtful company that we saw focused on replacing the tired and dangerous products found in the Lawn and Garden aisle,” said Brian O’Malley, General Partner at Forerunner Ventures. “Starting with a highly-differentiated, self-service fertilizer product, which is safe for families and personalized to make each of our individual lawns look beautiful, we believe Sunday can gain the trust of customers to go beyond the $40 billion market to help with all types of exterior home needs.”
“With additional capital to support our growth and overall mission, Sunday will focus on bringing together data, technology and science to provide an antidote to mass-produced, “one size fits all” offerings in the market today, and take the guesswork out of caring for your yard by providing nutrient-rich, non-toxic products tailored specifically to your needs,” said Coulter Lewis, CEO and founder of Sunday. “We see this as a valuable opportunity to drive meaningful conversation about the industry and further answer consumer demand for transparency around what powerful chemicals are being used on their own backyards.”
Sunday is changing the way people care for their lawns. With guidance and custom nutrients that contain natural ingredients, Sunday helps customers cultivate rich, living soil for a healthy lawn that’s more self-sustaining. One year of Sunday starts at $129 for the small lawn plan and includes 3 shipments of tailored products, a full soil test, and unlimited access to our smart tools and customized support. For more information, please visit www.getsunday.com
