Burpee, the 150-year-old seed industry leader, is leveraging its mail-order heritage to capitalize on a resurgence in home gardening, with annual revenue estimated at more than $110 million. According to company chairman George Ball, the firm now derives 35% of its total sales from direct mail and online channels, proving that traditional catalog marketing remains a viable strategy in the digital age. This growth follows a pandemic-era spike that saw 18 million Americans take up gardening, a trend that has since propelled consumer spending on Burpee products to 120% above pre-2020 levels.
Why Is the Mail-Order Catalog Still Relevant?
Despite the dominance of digital commerce, Burpee continues to reach thousands of customers who prefer physical order forms and checks. Chairman George Ball describes the annual catalog as the “lodestar” of the company, serving as both a marketing tool and a functional resource for gardeners nationwide. While the firm maintains a presence in 24,000 retail locations—including major chains like Walmart and Home Depot—the catalog allows for a curated, dramatic presentation of products that drives direct engagement. According to Ball, the company’s ability to blend high-quality photography with a distinct brand voice keeps the mail-order segment competitive against purely digital retailers.
In 1894, Burpee introduced “iceberg” lettuce to the American public. The move was a strategic innovation designed to ensure that fresh salad could be served throughout the year, fundamentally changing American produce consumption habits.
How Is the Industry Shifting Toward Home Growers?
Modern seed development is increasingly focused on the “home garden” rather than commercial agriculture, a shift accelerated by the company’s leadership under CEO Jamie Mattikow. Mattikow, who joined Burpee in 2019 after a career in packaged food with Mars and Kraft, notes that gardening offers a level of consumer loyalty rarely seen in traditional retail. While commercial farms prioritize yield and shelf-life, Burpee’s current strategy emphasizes flavor, ease of growth, and health. This trend is visible in the company’s 2026 catalog additions, which feature personal-sized watermelons and snacking peppers tailored specifically for smaller, residential plots.
What Do Financial Indicators Suggest About Future Growth?
Industry analysts estimate Burpee’s EBITDA profit margins currently exceed 10%, a performance that highlights the resilience of the gardening sector. While Burpee remains a privately held company, George Ball has stated his intention to maintain its independence rather than pursuing a sale. The company’s market share trajectory remains positive; according to internal company data, Burpee gained 1.5% of the total garden seed market share within the last year. This growth is supported by a transition from casual pandemic-era hobbyists to long-term, committed gardeners who view plant cultivation as a “flow state” activity.
Historical Context: 1876 vs. Today
| Era | Primary Strategy |
|---|---|
| 1876-1915 | Research-based breeding for North American soil. |
| 2020-Present | Consumer-first, health-focused, and “dramatic” digital/mail marketing. |
Frequently Asked Questions
How much of Burpee’s revenue comes from mail orders?
Approximately 35% of Burpee’s annual revenue is generated through mail and online sales, according to company reports.
Why did Burpee start selling heirloom-style seeds?
To celebrate the country’s 250th birthday, the company released seed collections inspired by the gardens of Thomas Jefferson and Martha Washington, allowing modern gardeners to grow varieties dating back to the American Revolution.
Is the gardening trend from 2020 still continuing?
Yes. While some casual gardeners left the hobby, consumer spending on Burpee products remains 120% higher than pre-pandemic levels, according to company data.
If you are new to gardening, look for varieties labeled as “easy-growing” or “snacking” types in the Burpee catalog. These are specifically bred for success in home garden environments rather than professional greenhouses.
Are you planning a garden for the upcoming season? Share your favorite heirloom varieties in the comments below or subscribe to our newsletter for more updates on the future of home horticulture.
