Soil Rich by John

FOUNDER / CEO

John Collins grew up on one of Idaho’s largest potato farms in the 1970s, where he learned firsthand what it means to work the land and respect the soil. By the 1980s and ’90s, he’d built one of Idaho’s leading wholesale garden and landscape supply businesses serving garden centers and major retailers across the Intermountain West with top-quality trees, shrubs, and bedding plants.

After more than 30 years in the green industry, John stepped back only to realize the mission wasn’t done. Seeing today’s growing demand for sustainable growing practices, he returned with a renewed vision.

Now, through Soil Rich by John, he’s channeling decades of hands-in-the-dirt experience into developing all-natural soil amendments that restore, replenish, and regenerate. This isn’t just a business comeback it’s a legacy in motion, fueled by passion, purpose, and a belief that better soil builds a better future.

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As John likes to say:

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   "We don’t do magic tricks just good dirt that actually works."