When Chase Atwell discovered NaturaLawn® of America in 2022, it planted a seed. By Lizzy Yeserski
Going Green and Chasing Dreams
When Chase Atwell discovered NaturaLawn® of America in 2022, it planted a seed.
The young entrepreneur, who turns 22 this month, got his start in lawn care working as a spray technician for his brother’s business. He enjoyed the work itself but disliked that they were using unknown, potentially harmful chemicals.
“The only thing I did not like was always being asked if what I was applying was safe for pets,” Atwell explained.
Around that time, Atwell’s father, William, who had decades of experience in the lawn care industry and helped his son launch his business, stumbled upon an ad for NaturaLawn.
“It really caught my eye, as I had never heard of them before, and seeing that they were an organic-based lawn care company, we thought that would be really big, especially in our area,” Atwell said, noting the demand for safer lawn solutions in their coastal beach-town market.
After connecting with the Home Office team, Atwell attended a validation day at the NaturaLawn of America home office. The visit confirmed the brand and Atwell were natural fits. After new owner training in fall 2022, he opened his Jacksonville, North Carolina, location the following spring.
“I could instantly tell it was a very family-originated business, which I liked as it made me feel more comfortable,” he said.
Since opening, Atwell’s business has grown quickly. He now owns a second territory in Wilmington, North Carolina, which launched in January 2026. His goals include steady annual expansion, creating jobs and advancing organic lawn care.
“I see my future with NaturaLawn being very long, to the point where I end up selling it to one of our employees down the road,” Atwell said.
A natural passion for NaturaLawn of America’s products makes it easy for Atwell to be so enthusiastic. The brand offers two safe, effective and environmentally friendly, pet-safe lawn care programs for home owners to choose from: a pesticide-free alternative and one that’s organic-based. Both are proprietary product lines that promote sustainability. Beyond that, Atwell enjoys the day-to-day.
“What I love most about running NaturaLawn is the people I get to run it with,” he said. “I never dread going into work. Being able to help people create an outdoor space they deserve is what keeps me wanting more and to keep educating people on our safer solutions.”
“I have never felt alone one bit in my years of working with them,” said Atwell. “They help us with setting budgets, realistic goals, expectations and so much more that I could go on and on!”
To support that mission, NaturaLawn of America guides owners in all aspects of operations. From diagnosing lawn issues to ordering products and navigating reporting requirements, the home office provides comprehensive support.
Atwell believes that NaturaLawn thrives because everyone contributes to nurturing the culture, and he advises potential franchisees to maintain the family-like atmosphere.
“Be involved with the company. Be the face of your local branch,” he said.
Lizzy Yeserski