Great businesses often begin not with a polished strategy, but from a common frustration that someone refuses to tolerate. For Philip Freeman, the Founder and CEO of plant-based outdoor brand Murphy’s Naturals, that frustration stemmed from his wife, Pam. She described herself as a “mosquito magnet,” unable to walk to the mailbox without getting bitten, yet she refused to use the chemical-heavy repellents available in stores. When he couldn’t find an effective natural alternative, Freeman took matters into his own hands.
Thirteen years ago, while working a demanding 80- to 100-hour week, Freeman began experimenting with essential oil formulations in his garage during his free time. After developing a successful formula, he named the venture after the family dog, Murphy, and launched what would become a nationally distributed brand.
Today, Murphy’s Naturals manufactures 85% of its plant-based repellents, candles, and bug bite relief products in-house, with 90% produced in the United States. The Raleigh-based company employs nearly 50 team members and supplies major retailers, including Target, Home Depot, Costco, and Walmart.
During the latest episode of Business Trends Today, Freeman shared his journey, discussing the challenges of scaling a seasonal manufacturing brand and his commitment to lowering barriers for other entrepreneurs, as well as his advocacy work before Congress.
Navigating growth
After spending over two years balancing his 20-year corporate career with his growing side hustle, Freeman made the leap into full-time entrepreneurship, relying on personal savings to sustain him during the initial years before he drew a paycheck.
To build brand recognition, Freeman initially targeted independent hardware stores, garden centers, and specialty grocers like Whole Foods and Sprouts to establish credibility before expanding into mass retail. “People prefer natural over chemical if they can find an effective option,” Freeman emphasized, noting that parents especially seek clean, simple formulations for their families.
"We manufacture 85% of our products in-house. 90% of our products are made in the U.S."
As a seasonal business, managing cash flow remains a significant operational hurdle. Murphy’s Naturals must purchase expensive raw materials and manufacture inventory during the winter months, when revenues are at their lowest, long before peak summer demand arrives and retailer payment terms begin.
Supporting small businesses
This early struggle inspired Freeman’s second business venture, The Loading Dock. Remembering the stress of signing restrictive, multi-year warehouse leases with personal guarantees just to store a few pallets, Freeman established a flexible “co-warehousing” and co-working community. The business now hosts over 400 small businesses across three fully occupied locations, offering flexible space without long-term lease commitments.
In addition to running his businesses, the U.S. Navy veteran serves on the U.S. Chamber of Commerce Small Business Council. During his testimony before the House Small Business Committee on Capitol Hill, Freeman advocated for improved access to growth capital for emerging American enterprises. “Access to capital for growth and innovation is crucial,” Freeman stated. “It would greatly benefit our economy if we could accelerate small businesses.”
Looking ahead, Murphy’s Naturals plans to expand into spatial and yard-barrier repellents, as well as natural sun protection and sunburn relief products. While major corporations have taken notice of the company’s success in capturing market share from traditional chemical brands, Freeman insists that any future strategic partnership must align with the company’s core values and dog mentality—a culture focused on doing good through volunteerism, environmental preservation, and supporting veteran entrepreneurs.
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