EarthLog Shark Tank Update – Shark Tank Season 6
An eco-friendly fire log and a growing business sparked interest on Shark Tank, Season 6. Could EarthLog overcome its manufacturing challenges and fuel national growth?
Tom Sanetti pitched his “green fire log,” called Earthlog, in Shark Tank Season 6, Episode 10. Sanetti had a vision to create a prefabricated fire log that was the best on the market.
Using only recycled paper and scrap candle wax, he had made a log that burned longer and hotter, smelled better, and was better for the environment than other pre-made fire logs available at that time.
He was also building Earthlog into a company with a purpose by getting involved with local, non-profit groups that provided job training, and he was involved with fundraising via paper drives. Sanetti had started the company at his kitchen table while figuring out how to convert junk mail into a usable product.
There were new products in the works, including a citronella log (to keep the bugs away). While Earthlog was a large and growing business, Sanetti was likely looking to the Sharks for help with rapid growth, both with a cash infusion and logistical assistance.
Would Sanetti light a fire under the Sharks and get them to invest in Earthlog?
About Earthlog
| Category | Details |
|---|---|
| Business Name | Earthlog |
| Founder | Tom Sanetti |
| Industry | Eco-Friendly Products |
| Product | Green fire log made from recycled paper and scrap candle wax |
| Funding (Pre-Shark Tank) | None |
| Investment Asked | $160,000 for 20% equity |
| Deal Status | Deal secured with Lori Greiner |
| Deal Outcome | $160,000 for 30% equity |
| Valuation | $800,000 (at the time of the Shark Tank pitch) |
The first phase was creating a fire starter from recycled material, which morphed into Earthlog. The business was no longer a kitchen-table operation; it had two warehouses and a 10,000-square-foot manufacturing facility.
Tom also had plans to expand the product line with new offerings, including a citronella log designed to help keep bugs away.
Earthlog Shark Tank Pitch
Tom entered seeking $160K for 20% of his “fast-growing business.”
Mr. Wonderful said he bought 10 boxes of fireplace logs a year. He wanted to know how Earthlog could differentiate itself from the other logs already available. Tom responded that Earthlog was less expensive while also offering environmental benefits.
They had $200K in total sales over four years, including $50,000 in the previous year. Tom explained he had gone from the kitchen table to a large manufacturing operation with multiple warehouses and production facilities.
Mr. Wonderful said it was a commodity and wondered why he hadn’t sold to the big box stores. Tom explained that demand was not the problem. He had secured a four-store test deal with Costco and also held a letter of intent from Albertsons that could have placed Earthlog in 3,200 stores nationwide.
However, the company lacked the manufacturing capacity needed to fulfill those orders. Tom stated that the investment would be used to automate production and scale operations to meet growing demand.
What Makes Earthlog Unique?
Earthlog differentiated itself in the fire log industry through a combination of sustainability and performance:
- Made entirely from recycled paper and scrap candle wax.
- Burned longer and hotter than many traditional fire logs.
- Produced a more pleasant scent while burning.
- Served as an environmentally friendly alternative to conventional fire logs.
- Supported community initiatives through partnerships with nonprofit organizations that collected recycled paper and provided job training.
Did Earthlog Get a Deal on Shark Tank?
Mark Cuban loved the product, but it was more work than he wanted to take on, so he decided not to invest.
Nick Woodman agreed with Mark’s concern. He thought Tom was trying to go from zero to a thousand miles an hour, so he was out.
Mr. Wonderful told the story of how he had given up 50% of his business to sell it for $4 billion, but he went out.
Lori Greiner saw strong potential in Earthlog and said it reminded her of a successful product she had invested in earlier. She offered $160,000 for 35% equity, believing she could help Earthlog secure national retail distribution. Tom countered, and the two agreed on $160,000 for 30% equity.
EarthLog Shark Tank Update
Although founder Tom Sanetti secured a deal with Lori Greiner on Shark Tank Season 6 for $160,000 in exchange for a 30% equity stake, the agreement ultimately fell through after filming.
After the episode aired, the company reportedly received around 100 orders per day, a significant increase from its pre-show sales volume. Earthlog later secured partnerships with retailers such as HomeGoods, Marshalls, TJ Maxx, Lowe’s, and Home Depot.
The company also received recognition from Forbes as one of the best environmentally friendly products to appear on Shark Tank.
Sanetti later revealed that the deal with Lori Greiner never closed, though he was unable to discuss specific details due to a nondisclosure agreement.
He noted that he remained committed to manufacturing in the United States, which aligned with the mission of his company, American Green Products, and its goal of supporting American jobs while producing environmentally responsible products.
Unfortunately, despite its early momentum and retail success, Earthlog faced ongoing manufacturing and scaling challenges. The company officially went out of business in 2018. Its website was no longer active, social media accounts had remained inactive since 2018, and the product was no longer widely available.
Where Can You Buy It?
Earthlog products were no longer available for purchase because the company ceased operations in 2018.
The official website and social media accounts, including Facebook and Twitter, previously provided product information and updates before the company closed.
Posts About EarthLog on Shark Tank Blog
Interested in how the eco-friendly fire log industry inspired EarthLog’s creation? Check out our detailed feature on the Green Fire Log.
Quick Summary
- Tom Sanetti pitched EarthLog, an eco-friendly fire log made from recycled paper and scrap candle wax. Earthlog burned longer and hotter while offering environmental benefits.
- The company grew from a kitchen-table startup into a business with two warehouses and a 10,000-square-foot manufacturing facility.
- Lori Greiner offered $160,000 for equity in the company, and Tom accepted, but the deal ultimately fell through after filming. Earthlog went out of business in 2018.
Readers could also check out other Shark Tank Season 6 Episodes.
Those curious about the other businesses featured in Shark Tank Season 6 Episode 10 could explore more updates and see which ideas made a splash in the Tank.
