Did you know lawns are the third largest crop in the U.S.? Impressive, right? What about the fact that people put five times more pesticide on their lawns than what’s used per acre on industrial farms? Also impressive, but in the worst way possible.

Meet Coulter Lewis. He’s here to (literally) uproot an antiquated industry that hasn’t changed since the 1950s with his all-natural, sustainable and customized lawn care company Sunday.

In this episode of The Empowered Challenger, Coulter discusses how his clean branding and science-backed approach helped him break into a $48 billion industry. He explains how he earns the trust of potential customers, why launching direct-to-consumer was the right choice and how he’s challenging the long-standing beliefs of traditional, yet toxic, lawn care.