Coulter and Trent Lewis had an early research breakthrough that helped them solve for the right problem. Trent Lewis, left, and Coulter Lewis, right. He found himself in that home improvement store a few weeks after visiting an organic cornfield and considered how "better, more natural, safer" products might reshape lawn care, too. The co-founders didn't waste time; they kicked off an extensive research phase, which included finding 100 people across the U.S. to send lawn care products to for a full season. That's how they learned that people not only wanted improved lawn care products but also wanted to do more with their yards.