Celebrating 75 years of growing together: The Miracle-Gro story

This year, as we celebrate Miracle-Gro’s 75th anniversary, we’re not just looking at a brand on a shelf. We’re looking back at a story that started in a greenhouse in Geneva, New York. Long before it became a household name, it was a simple, heartfelt mission to cultivate the joy of growing in everyone. It was the quintessential American startup, born from the belief that everyone should have a green thumb.

How did a single idea become a global favorite? It wasn’t about corporate strategy. It grew from a genuine desire to help people succeed and see their world in full bloom.

The foundation was a partnership between Otto Stern and Horace Hagedorn. Otto, a nurseryman with a deep love for his plants, wanted his mail-order plants to thrive after the stress of being shipped by mail. Horace, a New York City advertising executive, just wanted his own backyard tomatoes to grow better. They shared a vision: growing things should be easy and rewarding for everyone.

In 1950, they teamed up with a botanist to develop a water-soluble, nutrient-rich plant food. This innovation made it simple to get professional results at home. By 1951, they were officially on their way to changing how America gardens.

While Otto focused on the science, Horace became the brand’s storyteller. He understood that a brand is about the people it serves. He wanted to share the excitement of growth and the beauty of a healthy garden with the whole world.

The name "Miracle-Gro" was suggested by Horace’s wife, Peggy. With a bold logo and a promise of remarkable results, the brand took off. Taking a risk, Horace placed a full-page ad in the New York Herald Tribune and invited every home to try their hand at growing. It was a win for gardeners everywhere.

From early radio spots to modern screens, our message has stayed vibrant. We show that spending time with plants isn’t a chore. It’s a satisfying way of life. This message continues to resonate with new generations of growers.

Horace always focused on the pride a gardener feels. He knew that lush, green leaves and bright blooms are a constant source of joy. For him, it was always about the emotional connection to nature and the simple pleasure of seeing something thrive.

Through the decades, Miracle-Gro became a staple of American homes. In 1984, we introduced the Miracle-Gro Feeder. It made nourishing the garden as easy as using a hose, bringing effortless growth to even more backyards.

Horace led with a personal touch, even answering customer letters himself. He kept that first newspaper ad as a reminder of how it started, always staying focused on helping the individual gardener succeed.

The company stayed true to its roots in Port Washington, New York, for many years, with Horace remaining a hands-on mentor. In 1987, his son Jim brought fresh energy to the business. As a former F-16 fighter pilot with a bold vision, he helped take the brand to a global stage.

A new chapter began in 1995 with the merger with The Scotts Company. We moved to our current home in Marysville, Ohio, in 2000. Scotts renamed the headquarters to the “Horace Hagedorn Building” in Horace’s honor.

Jim held roles in sales, operations and management before becoming CEO in 2001. In his time as CEO, he shaped the modern lawn and garden industry by focusing on the consumer experience.

Building on this foundation, June 2026 marked a vibrant new era as Nate Baxter stepped into the role of President and CEO, succeeding Jim. This transition represents a natural and thoughtful evolution of our long-term vision, ensuring that the legacy Jim nurtured over his nearly 40-year career continues to flourish.

Today, as the architect of our future growth, Nate brings a renewed focus on digital innovation and operational excellence. Under his guidance, we remain dedicated to inspiring people everywhere and finding new ways to bring the joy of a thriving green space to every home.

We’ve never stopped listening to our consumers. In 2024, we introduced our organic line and later welcomed Martha Stewart as our Chief Gardening Officer. Partnering with a fellow "Dirt Nerd" helps us inspire a whole new generation to get their hands in the soil and discover the fun of growing.

Today, our homes are our sanctuaries. We love seeing experienced gardeners pass on their wisdom to beginners. It’s all about the joy of connecting with each other and the earth.

Miracle-Gro is about a lifestyle. We encourage everyone to unplug, put down the phone, and find peace among the petals and leaves. We’re proud to help our community find beauty and tranquility in the world around them.

Here’s to the next 75 years of growing together.