Our Rich Heritage

From our roots in sustainable agriculture to becoming a retail innovation leader, 1st Choice Holdings has continually expanded its impact through quality, innovation, and strategic partnerships, shaping a greener and more efficient future for our clients and the environment.

Our History

1st Choice Holdings began as a fertilizer company, rooted in agronomy and a passion for sustainable earth stewardship. Our Founder, driven by the mission to create the highest-quality organic certified fertilizer, combined scientific expertise with a commitment to the environment. The success of these products laid the groundwork for future innovation and expansion.

Our Founder’s dedication to the highest quality organic fertilizers sparked a larger mission: to empower brands and retailers with innovative supply chain solutions and national retail access. This vision continues to drive everything we do today – from product innovation to retail partnerships and marketplace development.

  • Developed and launched organic certified fertilizers that set new quality standards in the market.

  • Built a strong foundation in product excellence and customer trust.

  • Established the early operational framework that would support larger-scale distribution and growth

  • Transitioned into 1st Choice Holdings, expanding from a single-product company to a portfolio of brands.

  • Introduced tech-enabled 4PL services and managed distribution, providing brands with streamlined access to national retailers.

  • Launched ChannelX Marketplace (beta), connecting qualified sellers with buyers nationwide.

  • 2021: First brand launched in Walmart, followed by The Home Depot and Lowe’s, marking major retail milestones.

  • Expanded retail partnerships, including True Value, now part of the Do it Best network.

  • Grew into a recognized holdings and portfolio company, representing multiple brands across diverse retail channels.

  • Continued scaling ChannelX Marketplace, enabling manufacturers and emerging brands to access retailers nationwide.

  • Maintained our commitment to quality, sustainability, and innovation, staying true to our agronomic roots while leading in supply chain and retail solutions.

Acquired Universal Procurement Mind (UPM) — an AI-powered, self-learning intelligence engine that designs, executes, and continuously refines global sourcing decisions to drive efficiency, reduce human bias, and improve margins.

Universal Procurement Mind (UPM)
A Cognitive + Operational Model for Intelligent Global Sourcing

UPM is built on four core beliefs:

  • Procurement is an intelligence problem, not just a purchasing task

  • Data and human judgment must coexist

  • Systems must learn continuously

  • Decisions should improve automatically over time

UPM delivers an extensive, adaptive curation layer that enables teams to efficiently assess brand fit, assortment relevance, and commercial alignment across regions—supporting buyers informed, confident, and scalable decision-making.

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