Epic Gardening, a gardening education and retail company, has acquired Growing Interactive Limited, the company behind the GrowVeg Garden Planner and YouTube channel. The acquisition, announced by Epic Gardening founder Kevin Espiritu, brings together multiple revenue streams in the gardening vertical.

Integration of Content, Products and Software

The deal gives Epic Gardening control of the GrowVeg YouTube channel, which recently reached 1 million subscribers. The acquisition also includes GrowVeg Garden Planner, planning software that Epic Gardening previously offered in a modified version.

“Most media brands in passionate categories like gardening don’t sell products, when products are typically the best path to revenue,” Espiritu said in the announcement. “Most product companies in passionate categories desperately need organic media to promote those products.”

Epic Gardening plans to integrate the planning software with its existing content and product offerings to create a unified customer experience. The company has already developed functionality allowing users to purchase seeds, beds, and other products directly from their garden plans through one-click checkout.

Content-First Business Model

Epic Gardening’s approach differs from traditional direct-to-consumer brands by starting with educational content rather than products. The company’s YouTube channel has grown to nearly 4 million subscribers, establishing audience trust before introducing commercial offerings.

This strategy has driven notable growth, with Espiritu revealing for Inc. that revenue increased from $70,000 in 2017 to a projected $80 million in 2024. The company previously acquired Botanical Interests, a 30-year-old seed company, as part of its expansion.

The acquisition represents a growing trend of content creators developing integrated business models that combine media, software, and physical products. Epic Gardening’s approach leverages community connections to drive commerce, with Espiritu describing it as “building a universe” across multiple touchpoints.

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