In 2007, Green Dragon secured enough funding to begin production of its all-natural roach poison.
CEO Jay Mullis formally launched the company in January 2008 and has since gotten a federal Environmental Protection Agency license to sell his boric acid formula.
He’s now introducing his product into the market on a state-by-state basis, securing each state’s EPA license as he goes. He’s got 16 under his belt already and Washington, D.C., in the works.
To introduce his brand, Mullis gave away samples of his environmentally friendly and pet-safe bait at pest control conferences in the Southern states.
That led to a network of pest control professionals who are now repeat customers. For the moment, Mullis is focusing on the professional market and holding off on a consumer expansion.
“If we take on too many markets, we’ll fail,” he says. “It takes $40 million to build a shelf brand, and we’re not capable of that yet.”
Photo by Green Dragon.