→ Nominated by Hannah Doyle, writer
Kevin Espiritu wrote his first blog about hydroponic gardening as a curious hobbyist at 26 years old. Over the last ten years, he’s built the blog into the content-commerce empire known as Epic Gardening, making videos on gardening and homesteading for over 8 million followers across social platforms. His ecommerce gardening supplies business is set to bring in $30 million in revenue by the end of 2023.
Espiritu’s mission? Teach the world to grow.
"I love Kevin’s story because he’s consistently shown an entrepreneurial spirit. Whether using poker to pay his way through college or growing Epic Gardening through buying a small blog for $10 an article. That scrappiness is at the heart of every creator."
— Hannah Doyle
→ Kevin Espiritu, the face of “Epic Gardening,” has been sharing gardening tips and tricks online for over a decade / Epic Gardening
Acquiring 28-year-old seed packet company Botanical Interest, announced in January. The move unlocked the ability for Epic to 1) establish an offline business and 2) sell garden products wholesale (starting with seeds) through mom and pop nurseries across the U.S.
“We didn’t bid the highest amount, and yet [Botanical Interest] said yes to us,” Espiritu told us. “It really came down to letting them know that we were there to improve their business and build on what they had built. One of the founders even asked to take a selfie because they were fans, and I don’t think another buyer had that same impact.”
Espiritu’s content helped him buy a seed business, but his name recognition didn’t happen overnight.
He innovated by…
Where Kevin Got His Start
Espiritu went full-time as a creator in 2016 with blog posts and YouTube videos.
By 2021, Espiritu made $7.5 million in revenue, mostly from selling plant beds on his site.
In 2022, he received a $17.5 million investment from The Chernin Group, which he used to purchase Botanical Interests.
This year, only $1–1.5 million of Epic’s expected $30 million in revenue will come from content. The rest will come from product sales, Espiritu told us.
→ Epic Gardening’s tutorial on propagating figs
Epic Gardening ecommerce traffic compared to other online gardening shopping sites
→ We analyzed gardening competitors and found that while the traffic from other sites follow a seasonal pattern, Epic’s site traffic benefits from a boost in content. This ability to generate traffic directly through content during the slower seasons is extremely valuable for Epic, especially in a space that is so seasonal and weather dependent.
The Path He’s Paving For Creators
Espiritu’s approach to turning content into commerce has always been grassroots—he sets an example for maximizing investments large and small.
For example:
Espiritu purchased another blog for $1,000 shortly after starting Epic. The investment paid off in under three months via ad revenue.
Five years later, with help from The Chernin Group, he purchased a seed tray company called American Tray Company and hired the founder as Epic’s lead product developer. Espiritu said that investment returned nearly 6x in 18 months.
His advice on creator M&A?
“I’ve seen a lot of creators basically turn into the marketing function of a business that they don’t have full control over. Whereas the creator, if they’re making enough money, can just hire someone in their own company to do [operations and management] for them,” Espiritu said.
Looking ahead
“We think we can change the gardening industry as a whole because it’s antiquated and not up to the times of the modern gardener,” Espiritu said. Courses, more products, and a network of gardening creators are all on the table.
🔗 Kevin’s Links:
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“It seems weird to buy a business that is making around 80% of its money in traditional wholesale, but to us it made total sense because those businesses have to exist in our market. [At nurseries] you talk to your favorite grower and they tell you if a seed isn’t working right now because of the local climate, so you get this bespoke advice.”
— Kevin Espiritu on buying Botanical Interests
