Every breakthrough begins with resistance.
A lesson NaturaLawn of America’s Founder and President Philip Catron embraced early in his career. In the late 1970s, while working in the lawn care industry, he proposed a safer, organic-based alternative to chemical-heavy practices, and met rejection at every turn.
At the time, the industry depended entirely on pesticides and synthetic fertilizers. The mindset was to use more chemicals to achieve greener lawns. But the results came at a cost. Pets were being poisoned, lawn care workers consistently fell ill and homeowners were told to stay off their grass after treatments.
When the companies he worked for dismissed his calls for an organic-based alternative, he launched NaturaLawn of America, built on the belief that lawns could be both healthy and safe. Using a franchise model to expand its reach, the company has since grown into the nation’s leading organic-based lawn care provider and the third-largest lawn care company in the country.
Catron adopted the idea of building soil health rather than masking problems with chemicals. He developed fertilizers enriched with more than 80 species of beneficial microbes and combined them with biological controls for weeds, insects and diseases. These microbes improved the soil itself, breaking down organic matter into nutrients, outcompeting harmful pathogens and activating the turf’s natural defenses, so lawns could thrive without the need for synthetic treatments at all.
The impact is seen in customer experience. Across the industry, about half of clients typically call back with complaints or service requests after an application. At NaturaLawn, that number is less than three percent. Renewal rates tell the same story, averaging above 85 percent.
Such results are possible because NaturaLawn rejects the industry’s one-size-fits-all chemical programs and builds its service model around customization. Each relationship begins with a soil test that examines composition, pH balance, nutrient levels, drainage and sunlight. From there, a tailored plan is created, applying the right mix of microbes and treatments to match the lawn’s specific needs.
“Instead of treating the lawn like a restricted area, families could freely enjoy their outdoor space. With us, they get a healthy, green lawn without worrying about children or pets being exposed to harmful chemicals,” says Catron.
Merging the local presence of franchisees with the national support of NaturaLawn, the company has built a model that balance independence with scale. For a $39,500 investment, franchisees gain access to exclusive fertilizers and lawn care programs, as well as branded services like Mosquito Ranger (all-natural mosquito control) and Tick Ranger (all-natural tick control). These add-on services create additional revenue opportunities while giving customers safer options to protect their families and pets. Makes Naturalawn an incredible opportunity Young says.
Franchise owners also receive structured training, operational support and ready-to-use marketing campaigns, resources that help them establish and grow their businesses effectively in local markets. With operations in 27 states and the District of Columbia, more than 128,000 customers and projected revenues of $115 million in 2025, the balance of local execution and national backing has produced measurable results. NaturaLawn’s continued family ownership reinforces that growth, reassuring franchisees that the company will stay independent and consistent with the values it was founded on.
“It’s a win-win for everyone. Franchising allows us to expand efficiently, such as our current focus on the South and Midwest, without the cost of building corporate-owned branches. Franchisees gain a proven business model with exclusive products and support, while customers receive safe, reliable lawn care tailored to their needs.”
Innovation adds to that strength. A promising project underway is the conversion of food waste into sustainable fertilizer, expected to be commercially available within two years.
Changing the course of the lawn care industry from heavy reliance on chemicals to an organic, soil-first approach, NaturaLawn has proved that performance and safety can go hand in hand. The result is more than just greener grass. It is healthier lawns, safer outdoor spaces and stronger communities built on trust.
A lesson NaturaLawn of America’s Founder and President Philip Catron embraced early in his career. In the late 1970s, while working in the lawn care industry, he proposed a safer, organic-based alternative to chemical-heavy practices, and met rejection at every turn.
At the time, the industry depended entirely on pesticides and synthetic fertilizers. The mindset was to use more chemicals to achieve greener lawns. But the results came at a cost. Pets were being poisoned, lawn care workers consistently fell ill and homeowners were told to stay off their grass after treatments.
When the companies he worked for dismissed his calls for an organic-based alternative, he launched NaturaLawn of America, built on the belief that lawns could be both healthy and safe. Using a franchise model to expand its reach, the company has since grown into the nation’s leading organic-based lawn care provider and the third-largest lawn care company in the country.
Catron adopted the idea of building soil health rather than masking problems with chemicals. He developed fertilizers enriched with more than 80 species of beneficial microbes and combined them with biological controls for weeds, insects and diseases. These microbes improved the soil itself, breaking down organic matter into nutrients, outcompeting harmful pathogens and activating the turf’s natural defenses, so lawns could thrive without the need for synthetic treatments at all.
The impact is seen in customer experience. Across the industry, about half of clients typically call back with complaints or service requests after an application. At NaturaLawn, that number is less than three percent. Renewal rates tell the same story, averaging above 85 percent.
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Instead of treating the lawn like a restricted area, families could freely enjoy their outdoor space. With us, they get a healthy, green lawn without worrying about children or pets being exposed to harmful chemicals.
Such results are possible because NaturaLawn rejects the industry’s one-size-fits-all chemical programs and builds its service model around customization. Each relationship begins with a soil test that examines composition, pH balance, nutrient levels, drainage and sunlight. From there, a tailored plan is created, applying the right mix of microbes and treatments to match the lawn’s specific needs.
“Instead of treating the lawn like a restricted area, families could freely enjoy their outdoor space. With us, they get a healthy, green lawn without worrying about children or pets being exposed to harmful chemicals,” says Catron.
Merging the local presence of franchisees with the national support of NaturaLawn, the company has built a model that balance independence with scale. For a $39,500 investment, franchisees gain access to exclusive fertilizers and lawn care programs, as well as branded services like Mosquito Ranger (all-natural mosquito control) and Tick Ranger (all-natural tick control). These add-on services create additional revenue opportunities while giving customers safer options to protect their families and pets. Makes Naturalawn an incredible opportunity Young says.
Franchise owners also receive structured training, operational support and ready-to-use marketing campaigns, resources that help them establish and grow their businesses effectively in local markets. With operations in 27 states and the District of Columbia, more than 128,000 customers and projected revenues of $115 million in 2025, the balance of local execution and national backing has produced measurable results. NaturaLawn’s continued family ownership reinforces that growth, reassuring franchisees that the company will stay independent and consistent with the values it was founded on.
“It’s a win-win for everyone. Franchising allows us to expand efficiently, such as our current focus on the South and Midwest, without the cost of building corporate-owned branches. Franchisees gain a proven business model with exclusive products and support, while customers receive safe, reliable lawn care tailored to their needs.”
Innovation adds to that strength. A promising project underway is the conversion of food waste into sustainable fertilizer, expected to be commercially available within two years.
Changing the course of the lawn care industry from heavy reliance on chemicals to an organic, soil-first approach, NaturaLawn has proved that performance and safety can go hand in hand. The result is more than just greener grass. It is healthier lawns, safer outdoor spaces and stronger communities built on trust.
Company : NaturaLawn of America
Headquarters :
. ManagementPhilip Catron, Founder and President and Blaine Young VP of Franchise
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