"You can see his passion" When Tree-T-Pee's pitch touched Shark Tank's Kevin O'Leary

In a show known for tough negotiations and cold business decisions, it's rare to see the Shark Tank investors emotionally moved. Yet that's exactly what happened when farmer Johnny Georges pitched his water conservation device, the Tree-T-Pee.

Even Shark Tank's notoriously ruthless Kevin O'Leary was touched by Georges' authentic passion and commitment to helping farmers.

"There wasn't a dry eye in the room that day," O'Leary told ABC News.

Elaborating:

"You can see his passion as a great American that wanted to help farmers in times of real trouble. At the same time, he was deeply troubled that he wasn't making money."

An incredible 97% less water is used each year with the Tree-T-Pee, a cone-shaped plastic protection installed at the base of trees. This is in contrast to the usual 25,000 gallons. This was more than simply a business endeavor for Georges; it was his way of paying tribute to his late father's work ethic and giving back to the farming community.

What happened during Tree-T-Pee’s Shark Tank pitch?

Upon entering the Shark Tank, Johnny Georges was not your average businessman. He stood before the affluent investors who wanted to buy a 20% stake in his business for $150,000, dirt under his fingernails and sincerity in his voice.

"It's not about the money to me. It's about doing what's right," Georges explained during his pitch.

This statement, unusual in the profit-focused tank, immediately set his presentation apart.

Georges revealed that his product cost $2.95 to make and sold for just $4.50, leaving slim profit margins that shocked the Sharks. When questioned about his pricing strategy, his answer was simple and heartfelt.

"I work for farmers. It's what I do, and helping them helps us all," Georges said.

Elaborating:

"People don't realize food don't grow on the shelves on the grocery store."

The Tree-T-Pee isn't flashy or complicated. It's a practical solution to a real problem. Made of recycled plastic, the cone-shaped guard serves two essential purposes for tree farmers: water conservation through micro-sprinklers and frost protection.

The device's efficiency is remarkable. A tree without protection requires 25,000 gallons of water yearly. With the Tree-T-Pee, that number drops to just 800 gallons – a 3,000% improvement in water efficiency.

This dramatic conservation stat caught the attention of Shark Tank guest investor John Paul DeJoria, co-founder of Paul Mitchell hair products.

"When Johnny said that this Tree-T-Pee saves 3,000 percent on water, you only use one-30th the water, that's when I knew this was good for farmers. It's good for America. I want to be this guy's partner," DeJoria explained.

While most Sharks balked at the thin profit margins, DeJoria saw beyond the numbers. He offered Georges exactly what he asked for – $150,000 for 20% of the company – without negotiation, a rare occurrence on the show.

The partnership made perfect sense. DeJoria, known for his philanthropic work, lives by the motto "wealth un-shared is wasted." This philosophy aligned perfectly with Georges' mission.

"I got a lot of passion, because I have a 17-year-old son, and almost a 3-year-old daughter, and I want them to have a better world than what we had," Georges said.

Saying:

"I want them to know that their daddy made a difference and set the example."

What happened to Tree-T-Pee after Shark Tank?

The "Shark Tank effect" hit Tree-T-Pee immediately after the episode aired in November 2013. Georges' inbox exploded with over 56,000 emails within 24 hours, and he sold thousands of units overnight.

Ten years later, the company continues to thrive. While its Instagram page has been dormant since 2017, Tree-T-Pee maintains an active presence on Facebook and a functional website where the product now sells for $9.95.

The company has expanded globally, operating in Europe, Australia, and the Middle East. Tree-T-Pee has even partnered with Tropica Mango Rare and Exotic Tropical Fruit Tree Nursery in Arizona to create merchandise.

As of September 2023, Georges was still receiving mentorship from DeJoria, a valuable asset as the company continues its mission of water conservation worldwide.

In a business landscape where most startups don't survive their first decade, Tree-T-Pee stands as a testament to what can happen when passion meets purpose – and when a Shark sees value beyond just the bottom line.

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Shark Tank airs on ABC Fridays at 8 PM ET and streams on Hulu.