Bonide Products LLC credits its consumer-centric approach as the key to a century of success
A leading provider in the consumer home, lawn and garden categories, Bonide Products LLC (Bonide) is a heritage brand built on practical, results-driven innovation. Founded in 1926, the family-owned company has built its reputation on serving independent garden centers and local retailers with effective, trusted solutions. Over the decades, Bonide has developed a strong brand portfolio across insecticides, herbicides, fungicides, and animal repellents, with a strong position in the do-it-yourself consumer segment. Today, the business’ diverse range encompasses a vast assortment of organic and synthetic gardening products, expertly crafted by its dedicated, 200-strong team at its headquarters in Oriskany, New York.
Having undergone a change of ownership in 2019 (becoming a member of the ADAMA Group), Bonide is entering its next phase of growth as it scales the business for broader reach and relevance. The company now proudly serves a broad customer demographic, from independent garden centers to large national retailers and ecommerce platforms, and this omnichannel approach is demonstrative of how Bonide is aligning its operations for the future.
With 2026 marking Bonide’s 100-year anniversary, the business is celebrating its incredible, century-long legacy with enduring optimism and excellence for the coming years ahead. To honor this monumental milestone, Retail Merchandiser sits down with Joe Clayton, President and Chief Executive Officer of Bonide, to dive deeper into the company’s journey thus far and uncover the secrets behind its longevity and success. Joe begins our conversation by discussing one of Bonide’s legacy brands – Captain Jack’s – and how it redefined consumer expectations in the home gardening sector.
“Where we’ve played a meaningful role is in helping bring modern, naturally derived pest control into the mainstream consumer market,” Joe says. “With the launch of Captain Jack’s, we introduced products that delivered the kind of performance home gardeners expect, combined with a more natural profile. That was an important step in making these solutions accessible beyond a niche audience.
“As consumer preferences have shifted, especially toward products that balance efficacy with safety and environmental considerations, we’ve continued to invest in that space and into the Captain Jack’s platform. In many ways, our contribution has been about helping scale and modernizing natural pest control for today’s consumer, which remains a big part of our strategy as we look ahead to the next 100 years.”
Attentiveness and strategy
One key driving force that has governed Bonide’s evolution, particularly its product development processes, is its ‘green and natural’ focus. As Joe describes, Bonide’s attentiveness to consumer demands has been integral to its operational strategy over the decades and continues to be a key pillar in its approach today, particularly as 2026 represents a transformational year for the business.
“The shift toward natural and organic solutions is being led by the consumer, and we’re responding to that. Our approach is straightforward: where we can deliver performance with natural or organic formulations, we invest – where traditional chemistry is still required, we stay disciplined about how we use it,” Joe explains. “It influences how we prioritize our pipeline, how we work with our partners and how we bring products to market. It’s not a separate track: it’s becoming part of how the category evolves.
“At the moment, we are in the middle of transitioning from a family-run business to a more scaled operating company; that means building out the leadership team, putting standard processes in place and making decisions based more on data and the consumer,” he continues, sharing some of the key developments ahead. “There are a few clear priorities: for one, we’re expanding with our national retailer and ecommerce partners while maintaining our core independent channel. We’re focusing our portfolio on the products and categories that drive the business, and we’re improving execution – forecasting, inventory and service levels.
At the same time, we’re investing more deliberately in our brands, so we show up clearly to the consumer, both on shelf and online.
“Alongside this, we have partnered with a distribution facility in Memphis, Tennessee, to strengthen our network. For a seasonal business, being able to position inventory correctly and move quickly matters. The facility improves our reach, increases capacity during peak periods and gives us more flexibility in how we serve customers. It’s a practical investment that supports growth and reliability.”
As Bonide embarks upon this new era of transformation and refreshed execution, it continues to uphold the qualities that attributed its longevity and success for 100 years.
“The business has stayed close to the customer,” Joe affirms, reflecting on the anniversary milestone. “We’ve focused on solving real problems, maintained strong relationships with our retail partners, and adapted as the market has changed. Ultimately, it comes down to people. A company doesn’t reach 100 years without generations of employees and partners doing the work season after season.”
After a century of growth and evolution, Bonide stands as a compelling example of how a heritage brand can evolve while maintaining its core identity. From its humble beginnings as a family-owned business to its current position within a growing market, the company has consistently demonstrated an ability to adapt to shifting consumer expectations while remaining grounded in practical, results-driven innovation.
As Bonide enters its second century, its strategic investments in leadership, distribution, and omnichannel growth allow it to build further upon the robust foundations that have rooted it since day one. By staying close to its customers, strengthening retail partnerships, and continuously refining its product portfolio, the company is well-positioned to navigate future challenges and opportunities with continued innovation and a people-powered ethos.
“Over the next three to five years, we aim to build stronger positions with our national retail and ecommerce partners, while continuing to lead and serve the independent garden center channel. That has been core to our history and remains an important part of the market. The goal is to build something durable – an organization that can continue to grow and adapt over time and is known for having a focused portfolio, a reliable supply chain, and a team aligned around performance,” Joe concludes, optimistic for the future ahead.
“Reaching 100 years is meaningful, but it’s not the end point. The focus is on what comes next, building a business that is relevant and competitive for the next generation. The work we’re doing now is what sets that up.”