$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Jennifer Pratt from Surrey, BC, pitched Seeding Square in Season 13, Episode 15, asking the Dragons for $75K for 15% of the company.
- Asked for$75K for 15%
- Valuation$500Kimplied by the ask
- OutcomeDealwith Lane Merrifield
- Final deal$75K for 20%valued at $375Kplus a royalty: 20% of profit until Lane Merrifield's investment is recouped, then Lane Merrifield remains an equity partner with no ongoing royalty
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Vincenzo Guzzo | Concerned about business acumen and optimistic projections; out | Out |
| Jim Treliving | Deal too small; out | Out |
| Manjit Minhas | Good but not killer product, single-SKU concern; out | Out |
| Michele Romanow | $75,000 for a 10% royalty until recouped, then 2% royalty forever | Declined |
| Lane Merrifield | $75,000 for 20% equity and 20% of profit until recouped, then equity only | Accepted |
Jennifer Pratt, a former teacher from Surrey, BC, asked for $75,000 for 15% equity in Seeding Square, a colour-coded seed spacer that helps gardeners plant vegetables with correct spacing and no wasted space. The product sells for $32 and costs $7 to make, and is sold through Amazon, Lee Valley Tools, and 30 local nurseries in Western Canada. In its third season, the company had sold 16,300 units for $390,000 in total sales, with $125,000 in the last 12 months, and Jennifer Pratt was projecting sales of around $500,000 for the coming season. She was also working on launching a fundraising program with 1,600 schools across Canada.
Vincenzo Guzzo went out over concerns about business acumen and optimistic financial projections. Jim Treliving felt the deal was too small for him. Manjit Minhas worried about the single-SKU nature of the business and went out. Michele Romanow offered $75,000 for a 10% royalty until recouped, followed by a 2% royalty forever, while Lane Merrifield offered $75,000 for 20% equity and 20% of profit until recouped, after which he would remain purely an equity partner. Jennifer Pratt accepted Lane Merrifield's offer.
Pitch details from CBC’s Dragons’ Den pitch page.
Seeding Square today
- StatusStatus unknownLast checked September 2026
We haven’t confirmed whether Seeding Square is still operating.