Founders in Full
Founders in Full explores the future of family-focused solutions—from innovative tech startups to mission-driven services and products that help parents, caregivers, and families thrive.
Each episode features candid conversations with founders on what it really takes to start and scale: from customer research and product-market fit to brand positioning and marketing strategies that drive growth.
Whether you’re a family-focused founder, investor, or advocate, you’ll hear real stories and practical lessons on finding your ideal customer, crafting trust-building messaging, choosing the right channels, and prioritizing time and budget when every decision counts.
Hosted by Dan Ritzke—Fractional CMO and FamTech Marketing Consultant—Founders in Full shares the stories and insights of the people shaping the next generation of family-centered solutions.
Founders in Full
Lauren Cain - Elm Dirt
In this episode of Founders in Full, I talk with Lauren Cain, founder of Elm Dirt, a company reinventing the way we care for lawns, gardens, and soil health—using the power of microbes, composting worms, and a lot of trial and error.
Lauren’s path started in chemical engineering, took her through a high-pressure career at ExxonMobil, and eventually led to launching an e-commerce business with her husband. After years of freelancing and experimenting with product ideas, it was a dirt-loving toddler—and the desire for a safer, chemical-free backyard—that sparked the idea for Elm Dirt.
What started as a small Etsy shop during the early days of the pandemic has now grown into a rapidly scaling business with patented fertilizer formulas, a national customer base, and B2B partnerships with landscapers, retailers, and farmers.
We dive into:
✔️ How a backyard problem turned into a product with wide market appeal
✔️ What it takes to develop and scale a microbe-based fertilizer (hint: a lot of exploding bottles)
✔️ The transition from DTC to retail—and what they had to unlearn along the way
✔️ What happened when they outsourced fulfillment—and how it nearly broke the business
✔️ The marketing message evolution that helped them stand out in a crowded space
If you’re building a product-led brand, navigating early-stage growth, or trying to make organic products that actually work, this episode is for you.
About Elm Dirt:
Elm Dirt is a family-owned company creating natural, microbe-rich fertilizers and soil products made from worm castings. With a mission to make backyards safer and gardens more vibrant, Elm Dirt is helping customers rethink what healthy soil looks like—one plant at a time.
👉 Learn more about Elm Dirt: https://www.elmdirt.com
👉 Connect with Lauren on LinkedIn: https://www.linkedin.com/in/laurenkcain/
Connect with me (Dan Ritzke):
I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results.
👉 Visit my website: https://danritzke.com/
👉 Connect with me on LinkedIn: https://linkedin.com/in/ritzke/
Apply to be on the podcast or nominate a founder:
👉 Founders in Full: https://danritzke.com/podcast/