01
THE HOBBY
First, we were aquarium keepers.
NilocG began with a genuine interest in planted aquariums and the challenge of keeping aquatic plants healthy, colorful, and growing well.
HOW NILOCG STARTED
It started with a planted tank.
NilocG grew out of the same questions planted-aquarium keepers ask every day: What do my plants actually need? How much should I dose? And why does aquarium fertilizer have to feel so complicated?
02
SIMPLIFYING NUTRITION
Fertilizer should make the hobby easier.
The goal became simple: create straightforward aquarium nutrition that removes unnecessary complexity and gives planted-tank keepers a clear, repeatable way to feed their plants.
03
PEOPLE FIRST
Good products needed real support.
As NilocG grew, customer service stayed at the center of the business. Aquarium keepers should be able to ask questions, understand what they are using, and get help from people who know the products.
04
GROWING WITH THE HOBBY
From a hobby to a growing operation.
What began on a much smaller scale eventually grew into a dedicated operation serving aquarium keepers across the country from a 6,000-square-foot facility.
“
THE IDEA HASN'T CHANGED
Make planted aquarium nutrition easier to understand, easier to use, and easier to succeed with.
WHAT WE BELIEVE
Better products start with
better priorities.
NilocG is built around a few simple ideas: make aquarium nutrition easier to use, make products that fit real planted tanks, and treat customer support as part of the product itself.
01
KEEP IT SIMPLE
Aquarium nutrition should make sense.
Clear formulas, straightforward dosing, and practical instructions make it easier to build a routine and spend more time enjoying the aquarium.
02
BUILD FOR REAL TANKS
Different aquariums need different approaches.
From lower-tech planted tanks to high-demand aquascapes and shrimp-focused setups, products should reflect the way real aquariums are actually maintained.
03
REAL SUPPORT
The relationship does not end at checkout.
Good customer service means answering questions, helping people understand what they are using, and standing behind the products we make.
THE NILOCG APPROACH
Simple enough to use.
Serious enough to trust.
Whether someone is setting up their first planted aquarium or refining a mature aquascape, the goal is the same: make good plant nutrition easier to understand and easier to use.
THE THRIVE FAMILY
One idea.
Different ways to Thrive.
The original goal behind NilocG was to make planted aquarium nutrition easier to understand and easier to use. As the hobby grew, it became clear that not every planted tank needed the same approach.
The Thrive family grew from that idea — a focused group of fertilizers designed around the different ways people actually keep planted aquariums. From everyday planted tanks and high-demand aquascapes to shrimp-focused systems and root-feeding plants, there is a Thrive built for the job.
THE ORIGINAL
Thrive
Complete all-in-one nutrition for everyday freshwater planted aquariums.
Explore Thrive →
HIGH DEMAND
Thrive+
Higher nutrient delivery for high-light, CO₂-injected planted aquariums.
Explore Thrive+ →
LOWER TECH
ThriveC
A lighter nutrient approach for lower-demand planted aquariums.
Explore ThriveC →
SHRIMP FOCUSED
ThriveS
Plant nutrition designed around the stability needs of shrimp-focused tanks.
Explore ThriveS →
ROOT NUTRITION
ThriveTabs
Concentrated nutrition placed directly into the substrate near plant roots.
Explore ThriveTabs →
ROOT NUTRITION
ThriveCaps
Concentrated root-zone nutrition in an easy-to-place capsule format.
Explore ThriveCaps →ABOVE AND BELOW THE SUBSTRATE
Feed the water. Feed the roots.
Liquid fertilizers supply nutrients through the water column while ThriveTabs and ThriveCaps deliver concentrated nutrition directly to the root zone. Many planted aquariums benefit from using both.
NOT SURE WHICH ONE FITS YOUR AQUARIUM?
Find your Thrive.
SMALL BUSINESS. REAL SUPPORT.
We still believe
people matter.
NilocG may have grown, but the way we think about customer service has not changed.
Aquarium keeping can be complicated enough. When someone has a question about dosing, plant nutrition, or choosing the right product, they should be able to get a straightforward answer from people who understand what they are using.
Today, NilocG operates from a 6,000-square-foot facility while continuing to focus on the same things that mattered when the business was much smaller: useful products, clear information, and dependable support.
WHAT THAT LOOKS LIKE
Support built into the business.
01
Clear Answers
Straightforward guidance without making planted aquarium care more complicated than it needs to be.
02
Practical Help
Product and dosing information designed to help aquarium keepers build a routine that fits their tank.
03
Real People
NilocG remains a hands-on business focused on the aquarium hobby and the people who make it possible.
6,000
SQUARE FEET
A growing operation built from the hobby.
FROM OUR TANKS TO YOURS
A healthier aquarium
starts here.
NilocG was built around one simple goal: make planted aquarium nutrition easier to understand, easier to use, and easier to succeed with.