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Muddy Trowel

Curated potted plant kits

Muddy Trowel logo
1-20 employees
  • B2C
  • Lifestyle
  • Flowers
  • eCommerce
Hatfield, UK

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Company mission

To make gardening more accessible for the next generation of plant lovers by simplifying plant buying and offering personalised support to help people fulfil their gardening ambitions, regardless of the size of their outside space.

Our take

Bringing plants and nature into everyday life is a great way of reducing stress and anxiety in the modern world. But the process of gardening can be too messy and time-consuming for people.

Initially founded to support gardeners at the start of the COVID-19 pandemic, Muddy Trowel is tackling this problem by removing the hassle and hard work out of growing beautiful plants and flowers.

Its service delivers customised and curated collections of plants to consumers' doors, making gardening more accessible and simple with intuitive guides. It does this all with a fundamental focus on sustainability, with free compost, long-life plants, and varieties that bees and pollinators love.

Freddie headshot

Freddie

Company Specialist at Welcome to the Jungle

Benefits

  • Support for flexible working alongside London office
  • 25 days holiday (plus bank holidays)
  • Work from home opportunities
  • Half-day off every month to do something plants or gardening-related
  • Workplace pension

Company values

  • Simple - we make finding and choosing the right plants as easy as possible. We have created gardening kits that provide you with everything you need to roll up your sleeves and create beautiful potted plant collections and garden beds. Through our personalised plant care content, we demystify gardening tasks by removing the jargon and provide advice on how to keep your plants healthy for years to come.
  • Sustainable - our world is important to us, so we do all we can to protect and enhance it. We source perennials, plants that are grown to last and select species that are rich in nectar for bees and butterflies. We ensure our partners share this commitment to the environment and we explore the latest approaches to sustainability with respect to the materials we use, the processes we follow and our operations in general.
  • Joyful - a garden is an extension of our personality. It should tantalize all of your senses and provide you with instant joy every time you step into it. We want to help you grow and nurture the perfect garden wherever you live.

Funding (1 round)

Oct 2021

$1.3m

Total funding: $1.3m

Leadership

Stephen Folwell

(Founder)

Having worked at McKinsey, Stephen spent a year at ITV before 6 years at the Guardian. He was co-founder and CEO at LOVESPACE and started Muddy Trowel in April 2020.

Endorsements

All

Open and honest communication (1)

Flat hierarchy (1)

Inspiring mission (1)

Feedback is an important part of Muddy Trowel culture - we regularly take time to discuss what is and isn't working and how we could work better together.

Marketing

Open and honest communication

Aug 2021

At Muddy Trowel, big decisions are fully transparent and disagreement is encouraged from the top. This means all viewpoints are heard and respected. As an employee, you feel pivotal in shaping the company.

Marketing

Flat hierarchy

Aug 2021

Fantastic to be able to help so many amateur gardeners create a beautiful outdoor space - particularly over lockdown. The customer photos and feedback reinforce the mission and gives the team energy each day.

Marketing

Inspiring mission

Aug 2021