click here to watch video: Happy 18th!
My Founder’s Reflection on 18 Years of EarthKind
I didn’t start EarthKind as a business.
I started it because I nearly died.
After a near-death experience in my thirties, I spent a year recovering—flat on my back, forced into stillness for the first time in my life. Until then, I’d always juggled multiple jobs and side hustles. Productivity was my identity.
But when I couldn’t move, I had no choice but to listen.
And what I heard, over and over again, was this:
“Lift your spirits to a higher place. Open your heart to a kinder earth. And destiny will knock.”
That became the spiritual foundation for EarthKind. Not a mission statement. A mandate from the soul.
I was a mom. A nature lover. A daughter of an entomologist (Bug Dr) who made his living killing what he loved.
I’d watched too many people I loved suffer from the effects of “safe” poisons—my father, my husband, my mother-in-law. I couldn’t unsee what I’d seen.
So I made a choice.
Not to build a product.
To build peace.
To make solutions that protected what matters—without harm.
But back then? That was radical.
I was branded a snake oil saleswoman. An idiot. A dreamer.
I even kept our company name—EarthKind—hidden on the back of our boxes, because nobody cared about purpose. They just wanted the mice gone.
And yet… people started noticing.
Fresh Cab worked.
People paid four times more than they would for poison—just for the peace of mind.
We grew, slowly but surely—until we reached 5% market share.
That’s when the industry woke up.
The sachets I refused to patent (instead choosing open innovation for public benefit) started showing up everywhere.
Giants like P&G jumped in with clean kill offerings.
And I felt nothing but gratitude.
Because this was never about getting rich. It was about doing what my soul was calling me to do- to give people a naturally smarter option: something that worked with nature, rather than against it.
When I entered, it was 97% kill-based. Today? It’s down to around 85%.
We’ve still got a long way to go—but we started the shift.
Today, EarthKind is a top workplace
Fresh Cab and Stay Away are top-rated brands.
#1 in work-life balance.
And I believe, deep in my bones, that only a woman could’ve built it this way.
A mother, specifically.
Someone willing to hold the chaos, keep the peace, and lead with softness as strategy.
Even now, as I’ve stepped away from the CEO seat, I still serve as the Brand Guardian.
Because the brand speaks to me in new ways now.
It shows me what it wants to become.
And I listen.
I look forward to all that’s to come with our upcoming brand refresh—designed to meet the next generation of conscious consumers with clarity, performance, and purpose. I felt the new life coming in months before it arrived, and I happily made space (and budget) for it.
Having a competent, aligned, and inspired team to bring that vision to life with their own hands—guided by values, backed by data, and tested in real homes—is what legacy truly looks like.
It’s rewarding. It’s soul-satisfying.
And it’s exactly what a brand built on peace and protection was always meant to become.
After all…
when you lift your spirit to a higher place,
and open your heart to a kinder earth—
destiny will knock.
Happy 18th birthday, Fresh Cab & EarthKind.
Here’s to what’s next.
Use code: GROWTH for 10% off at EarthKind.com
#PeaceOverPoisons #EarthKind18 #LegacyInMotion #HeartLedLeadership #ConsciousConsumer #TopPlaceToWork #PerformanceWithPurpose #PeaceControl
