Magic dirt soil is a term used to describe soil that has exceptional fertility and is highly productive for plant growth. This type of soil is often rich in organic matter, nutrients, and minerals, which contribute to its exceptional quality. It is called "magic" because it seems to have a special ability to support the growth of plants and produce abundant harvests. Magic dirt soil is typically dark and crumbly, indicating a high level of organic matter. Organic matter helps improve soil structure, allowing for better water retention and drainage. It also provides a food source for beneficial microorganisms in the soil, which help break down organic matter into nutrients that plants can absorb.

'Magic dirt': How the internet fueled, and defeated, the pandemic's weirdest MLM

Black Oxygen Organics became a sudden hit in the fringe world of alternative medicines and supplements, where even dirt can go for $110 a bag.

The social media posts started in May: photos and videos of smiling people, mostly women, drinking Mason jars of black liquid, slathering black paste on their faces and feet, or dipping babies and dogs in tubs of the black water. They tagged the posts #BOO and linked to a website that sold a product called Black Oxygen Organics.

Black Oxygen Organics, or “BOO” for short, is difficult to classify. It was marketed as fulvic acid, a compound derived from decayed plants, that was dug up from an Ontario peat bog. The website of the Canadian company that sold it billed it as “the end product and smallest particle of the decomposition of ancient, organic matter.”

Put more simply, the product is dirt — four-and-a-half ounces of it, sealed in a sleek black plastic baggie and sold for $110 plus shipping. Visitors to the Black Oxygen Organics website, recently taken offline, were greeted with a pair of white hands cradling cups of dirt like an offering. “A gift from the Ground,” it reads. “Drink it. Wear it. Bathe in it.”

BOO, which “can be taken by anyone at any age, as well as animals,” according to the company, claims many benefits and uses, including improved brain function and heart health, and ridding the body of so-called toxins that include heavy metals, pesticides and parasites.

By the end of the summer, online ads for BOO had made their way to millions of people within the internet subcultures that embrace fringe supplements, including the mixed martial arts community, anti-vaccine and Covid-denier groups, and finally more general alternative health and fake cure spaces.

And people seemed to be buying; parts of TikTok and Instagram were flooded with #BOO posts. The businessman behind Black Oxygen Organics has been selling mud in various forms for 25 years now, but BOO sold in amounts that surprised even its own executives, according to videos of company meetings viewed by NBC News.

The stars appeared aligned for it. A pandemic marked by unprecedented and politicized misinformation has spurred a revival in wonder cures. Well-connected Facebook groups of alternative health seekers and vaccine skeptics provided an audience and eager customer base for a new kind of medicine show. And the too-good-to-be-true testimonials posted to social media attracted a wave of direct sellers, many of them women dipping their toes into the often unprofitable world of multilevel marketing for the first time.

But success came at a price. Canadian and U.S. health regulators have cracked down on BOO in recent months, initiating recalls and product holds at the border, respectively. And just as an online army of fans powered BOO’s success, an oppositional force of online skeptics threatened to shut it down.

Just before Thanksgiving, the company announced in an email it was closing up shop for good. Sellers packed video calls mourning the death of their miracle cure, railing against executives who had taken their money and seemingly run, and wondering how they might recoup the thousands of dollars they paid for BOO that never arrived.

The announcement was the apparent end of one of the most haltingly successful companies to ride a wave of interest in online and directly sold alternative medicines — immunity-boosting oils, supplements, herbs, elixirs and so-called superfoods that, despite widespread concerns over their efficacy and safety, make up a lightly regulated, multibillion-dollar industry.

In a world where consumers flock to alternative health products, BOO seemed to provide an answer to the question: Just how far are people willing to dig to find their miracle cure?

A social post from Black Oxygen Organics and a Facebook post from a fan of the "magic dirt." Obtained by NBC News

It also provides a food source for beneficial microorganisms in the soil, which help break down organic matter into nutrients that plants can absorb. In addition to organic matter, magic dirt soil is often rich in essential nutrients such as nitrogen, phosphorus, and potassium, as well as micronutrients like iron, magnesium, and zinc. These nutrients are necessary for plants to grow and thrive, and their presence in abundance in magic dirt soil contributes to its high fertility.

What is BOO?

Monica Wong first learned about BOO in May. The 39-year-old was scrolling Facebook from her home in Brentwood, California, and saw a Facebook ad that caught her eye: A woman in a bright green shirt emblazoned with a marijuana leaf holding a sign that read, “F--- Big Pharma!” alongside a kind of treatment that promised to “detox heavy metals.”

Wong had been looking for such a product, for her boyfriend and herself, and while the price was steep, a little internet research convinced her that the health effects would be worth it. Wong clicked on the ad and bought some BOO.

Wong said that for two months she dissolved a half-teaspoon of the black stuff in a glass of water and drank it every day. But unlike people in her new BOO Facebook group who posted miraculous testimonials of cured diseases, weight loss, clearer skin, whiter teeth, regrown hair, reclaimed energy, expelled worms and even changes in eye color (from brown to blue), Wong didn’t feel like any toxins were leaving her body. In fact, she started having stomach pains.

“I can’t say it was the BOO for sure,” Wong said she remembers wondering as she went to the hospital for tests, “but wasn’t it supposed to heal my gut?”

Wong quit taking BOO and told the head of her Facebook group, a higher-ranked seller who earned commission off Wong’s participation, about her new pains. When asked why she didn’t alert others, Wong said the group administrators, BOO sellers themselves, censored the comments to weed out anything negative. “They’d never let me post that,” she said.

These online groups are filled with true believers, acolytes who call it “magic dirt.” (That’s not to be confused with the same trademark name of an unrelated brand of potting soil.) They post that they are drinking, cooking, soaking, snorting and slathering BOO on their bodies and giving it to their families, children and pets.

“Who would have thought drinking dirt would make me feel so so good?” one person in a 27,000-member private Facebook group posted, her face nuzzling a jar of black liquid.

Another user posted a photo of a baby sitting in a bathtub of water colored a deep caramel. In the caption, she shared that the baby had contracted hand, foot and mouth disease — a virus that mainly affects children and causes painful sores. “Tiny is enjoying his Boo bath!” she wrote. “We’re happy to say our bottom feels happier and we’re in a better mood!”

Many such posts are dedicated to tactics for getting kids and loved ones to take BOO.

“Boo brownies for the picky family,” one poster offered.

Testimonials like these make up the majority of posts in dozens of Facebook groups, set up and overseen by BOO sellers, with hundreds of thousands of collective members, where BOO is heralded as a miracle drug. Teams of sellers in these private Facebook groups claim that, beyond cosmetic applications, BOO can cure everything from autism to cancer to Alzheimer’s disease. Conveniently in these times, BOO proponents say it also protects against and treats Covid-19, and can be used to “detox” the newly vaccinated, according to posts viewed by NBC News.

None of the posters contacted by NBC News returned a request for comment. But there may be an incentive for the hyperbole.

Another characteristic of magic dirt soil is its pH level. Most plants prefer a slightly acidic to neutral pH, and magic dirt soil tends to fall within this range. The pH level affects nutrient availability to plants, so having an optimal pH in the soil is crucial for plant growth. One of the main advantages of magic dirt soil is its ability to support a wide range of plant species. Whether it is vegetables, fruits, flowers, or trees, plants tend to thrive in magic dirt soil, resulting in healthy growth and abundant harvests. This makes it highly desirable for gardening and agricultural purposes. However, magic dirt soil is not a natural occurrence in all locations. It is often a result of years of careful soil management and amendments. By adding organic matter, fertilizers, and other soil conditioners, gardeners and farmers can gradually improve the quality of their soil, transforming it into magic dirt soil. Overall, magic dirt soil is a highly fertile and productive type of soil that supports healthy plant growth. Its exceptional qualities make it beneficial for gardening and agriculture, and by implementing proper soil management practices, it is possible to transform ordinary soil into magic dirt soil..

Reviews for "Enhancing Ecosystem Resilience with Magic Dirt Soil"

1. Emma - 1/5 - I was very disappointed with the Magic Dirt Soil product. Despite following the instructions precisely, my plants showed no significant improvement. In fact, some of them even started to wither and die. Additionally, the soil had an unpleasant odor that lingered in my garden. I would not recommend this product to others as it did not deliver the promised results and ended up damaging my plants.

2. James - 2/5 - I had high hopes for Magic Dirt Soil, but unfortunately, it didn't live up to my expectations. Although it claims to be enriched with nutrients, my plants didn't show any visible improvements in growth or health. Moreover, the soil seemed to retain too much moisture, leading to root rot in some of my potted plants. Overall, I found this product to be ineffective and not worth the investment.

3. Sarah - 2/5 - I purchased Magic Dirt Soil to give my vegetable garden a boost, but it didn't deliver the desired results. Despite adding the recommended amount of soil to my garden beds, my plants did not thrive as anticipated. I found that the soil dried out quickly and did not provide adequate moisture retention for my plants, resulting in stunted growth. I had to resort to additional fertilizers and watering techniques to ensure the health of my plants. Overall, this soil did not meet my expectations and I would not purchase it again.

4. Mike - 1/5 - Magic Dirt Soil turned out to be a waste of money for me. I expected it to improve the quality of my soil and provide the necessary nutrients for my plants, but it did nothing of the sort. My plants remained weak and wilted, and there was no noticeable difference in their growth. I followed the instructions carefully, but this product simply failed to deliver. I feel cheated and would not recommend Magic Dirt Soil to any gardener looking for effective soil enrichment.

Enhancing Soil Health and Fertility with Magic Dirt Soil