Founded in 2009 by Carol Koury, Sow True Seed of Asheville, NC has long been dedicated to providing gardeners with open-pollinated and heirloom seeds. In early 2022, the company transitioned to a worker-owned cooperative, enabling Carol to retire and pass the torch to the passionate employees who deeply believed in the company’s mission.
Four years later, Sow True Seed is thriving as a cooperative. Through the challenges of the COVID-19 pandemic, the team rallied to meet the surge in demand as more people turned to gardening. Later, they worked together to recover from devastating floods in Western North Carolina. The resilience and shared purpose of the worker-owners have carried the business forward through each phase.
We spoke with several of the current worker owners about the ways that becoming a cooperative has transformed their work experience.
“Being a worker-owner means I can help build the kind of workplace I want to see more of in the world,” says Hannah Gibbons, Marketing and Communications Manager. “This purpose-driven work isn’t just about supporting farmers, growers, and the food system—it’s also about supporting one another as colleagues and making Sow True Seed a sustainable, people-centered business. There’s real meaning in that.”
Becoming a co-op is no easy feat, Hannah explains, both logistically and in terms of team collaboration. “It’s pushed me to grow—as a communicator, a strategic thinker, and a professional,” she says. “Things go wrong all the time, but that’s part of the beauty. We’re all learning how to do this together.”
Sometimes the win is as simple as figuring out how to file their corporate taxes correctly. Other times it’s hearing from customers and partners that their work matters. “Whether big or small, these moments fuel our passion, purpose, and longevity—as worker-owners and as a team,” Hannah concludes.
For worker-owners Elsa Stanton and Brooke Lovingood, the cooperative model has offered a new level of stability. Both have become first-time homeowners—something they credit to the security and investment that come with co-ownership. Being part of the co-op has allowed them to deepen their roots in the Asheville community.
The cooperative transition has been a win for everyone: for Carol, who could retire knowing her legacy was in good hands; for the employees, who now share ownership and decision-making power; and for the broader community that Sow True Seed continues to serve.
The North Carolina Employee Ownership Center (NCEOC) met with Carol and the employees and connected them to the right resources. The transition team included Thomas Beckett of Carolina Common Enterprise, Stephen Burke of Young Moore Attorneys, and Anne Claire Broughton of Broughton Consulting. As the business continues to grow, Sow True Seed’s worker owners know they can turn to Bob Rogers and the SBTDC for ongoing guidance and support.
Sow True Seed’s story is a shining example of what’s possible when ownership is shared, values are lived, and people grow together.
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