Podcast Summary
The Investor With Joel Palathinkal — Donna Letier: Founder and CEO of Gardenuity
Episode Date: January 30, 2026
Host: Dr. Joel Palathinkal
Guest: Donna Letier, Founder & CEO of Gardenuity

Episode Overview

This episode delves into Donna Letier's founder journey building Gardenuity, a wellness and gardening company reinventing how individuals and organizations engage with nature for health and connection. Donna and Joel discuss entrepreneurship, innovation in the gardening sector, interacting with investors (including family offices and corporates), and strategies for building a purpose-driven brand. The conversation is packed with honest advice, industry insights, and memorable moments about purpose, persistence, and selecting the right investment partners.

Key Topics & Insights

Donna’s Background & Gardenuity’s Origin Story

• Donna’s career has centered on retail and brand development, significantly shaped by strong mentors.
• Brand Philosophy: “Really good brands aren't just selling a product, they're actually selling a story and a lifestyle opportunity and one that will make an impact on the end user's life, which I think helps build trust over time.” (Donna, 02:49)
• Founding Gardenuity: Co-founded in 2017, aiming to make gardening accessible, intentional, and modern—merging wellness and horticultural science with a focus on human connection.
• Donna corrects that while they partner with Scott’s Miracle-Gro, they are not investors; Bonnie Plants is an investor. (01:50)

Startup Evolution & Pivoting to B2B & Virtual Experiences

• Gardenuity’s business model evolved from various iterations, using data to guide pivots.
• First Big B2B Break: An insurance company focused on workplace wellness approached them, citing holistic health and gardening as effective interventions against loneliness and anxiety.
  • Originally planned as in-person programs, COVID-19 forced a pivot to virtual events—this shift catalyzed Gardenuity’s nationwide, scalable B2B offerings. (05:34)
• Memorable Pivot Moment: “They said, we want to share you with the companies that offer our insurance...and in full disclosure, Joel, then Covid hit and they all canceled. ... 30 days after they canceled, they came back and said, can we do it virtually?” (Donna, 05:41)

Community & Wellness Connection

• Gardening is an effective tool for building employee engagement, wellness, and interpersonal connection at work and home.
• Kits are sent to participants’ homes or offices; groups garden together via Zoom — at times with 600+ participants. (09:34)
• Virtual Experience Impact: “The kids make it successful and easy because the science behind it has been handled, but you have to engage to do it yourself... When you're with your colleagues... conversations happen. And they don't just end when the virtual workshop ends.” (Donna, 09:46)
• Emphasis on accessibility—gardening should be an inclusive experience for people of all abilities.

Entrepreneurship & Customer-Centric Strategy

• On Persistence: “Millions of little wins add up to something big. Right. It's not that one thing that happened that turned your business around. It's a whole bunch of little things.” (Donna, 11:40)
• Customer feedback—hearing personal stories of success with gardening—is a driving motivator.

Technology & Data-Driven Personalization

• Gardenuity developed technology to match plants to seasons, weather, and user location—helping maximize user gardening success.
  • Example: Employees across different climates in a national program get plant kits tailored for their region. (13:44)
• “Our AI technology matches plants to predictive weather and time to harvest, which at the end of the day, is all about success.” (Donna, 14:24)

Fundraising & Choosing Investors

Founder Advice on Investor Relationships

• People First: “Raj Shah, one of my investors taught me from the very beginning that he invests in people and that I think translates both for the investor and those who invest their investing. So you gotta like the people.” (Donna, 16:15)
• Have the courage to walk away from ‘icky’ investors—even if they offer a big check. Fit and trust are crucial for long-term partnership. (16:45, 42:07)
• On Family Offices: “A good family office is a great resource and they become true partners and they're not looking at it just as numbers...and there are really good family office communities in every city.” (Donna, 18:25)
• Advice for Investors: “Be available and listen without having the answer before you've heard the whole challenge.” (Donna, 19:45)

Building Two-Way Relationships

• Not only should investors bet on the “jockey” (founder), but founders should also be discerning about investor alignment and support.

Industry Trends & Future of Gardening

Technology & Innovation

• The gardening sector is seeing significant innovation:
  • Use of AI and data for plant matching.
  • Genetic modification for crops (e.g., frost-resistant tomatoes).
  • Accessibility, including for urban and disabled people.
• Making Gardening Achievable: “Being experience driven brings it from aspirational to achievable.” (Donna, 29:30)

Comparisons & Brand Building

• Discussion about Martha Stewart’s approach—fostering lifestyle aspiration via media, contrasted with Gardenuity’s product- and technology-driven path.
• The importance of authenticity and selective focus in building a meaningful brand.

Marketing, Retention, and Growth

Customer Retention as a Metric

• Retention: Gardenuity boasts an 85% retention rate for B2B customers, indicating programs are both liked and effective. (34:49)
• Loyalty programs and repeat orders are core growth drivers.

Role of Technology

• Technology is foundational to ensure inventory management, delivery, and personalized user experience but does not replace the need for human touch in customer support. (37:28)

Notable Quotes & Memorable Moments

• On Walking Away from Misaligned Investors:
  "We walked away from some investing because, and this is not a technical term but I told my husband they were icky." (Donna, 16:45, 42:07)
• Advice for Investors:
  "Be available and listen without having the answer before you've heard the whole challenge." (Donna, 19:45)
• On Community and Wellness:
  "Anxiety and gratitude cannot coexist at the same time...gardening has been proven to increase your level of gratitude." (Donna, 39:19)
• Personal Motivation:
  “When I see my daughter, who's severely handicapped and in a wheelchair, roll her little wheelchair out and pick a tomato right off our patio...the joy she feels is real. So that fuels me.” (Donna, 12:20)
• Parting Wisdom:
  "Stewardship over speed. I think that’s important. And persistence. ... Every season has a reason. So let that season kind of draw you in." (Donna, 40:48)

Timestamps for Key Segments

• [01:50] Gardenuity's investors and Donna’s brand philosophy
• [03:42] Origin story & evolution of Gardenuity
• [05:34] Pivotal B2B/virtual programming pivot during COVID
• [09:34] Impact of virtual and community-centered gardening programs
• [11:19] Persistence, customer stories, accessibility
• [13:44] Product personalization with technology
• [15:59] Advice for founders on investor relationships
• [19:45] Building founder–investor partnerships
• [24:49] Family offices vs. VC engagement
• [28:08] Innovation trends in gardening & technology
• [33:45] Authenticity, brand focus, and collaborations
• [34:49] Retention and growth strategy
• [37:28] Importance of technology for customer success
• [40:48] Final advice: stewardship, persistence, and seasonal growth
• [42:07] Intuition in investor relationships: “the ick” factor

Tone & Language

The dialogue is candid, positive, and practical, with Donna blending personal anecdotes and strategic advice in an encouraging, transparent style. Joel’s tone is warm, thoughtful, and curious, prompting deep insights from Donna for both founder and investor audiences.

This episode is essential listening for entrepreneurs, impact investors, and anyone interested in the intersection of wellness, community, and innovation—offering guidance on authentic brand building and what it takes to nurture startups through changing seasons.