This chapter explores the essential role of food by focusing on nutrition, freshness, and taste, while sharing insights from the co-founder of Farmers Pick. The discussion highlights the company's innovative approach to reducing food waste through rescuing imperfect produce and the importance of storytelling in their mission.
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Transcript
Episode notes
My guest for Ep202 of The Startup Playbook Podcast was the Co-founder of Farmers Pick, Josh Ball.
Farmers Pick helps save food waste by rescuing wonky food that is often discarded by supermarkets and making it available to order by consumers.
Since launching in 2020, they have saved 7 million kilograms of produce and the company now has 120 employees and generated $16M in revenue last year.
In this interview we covered a range of topics including:
The importance of having a strong mission and values to help guide strategic business decisions
balancing frugality with 100% YoY growth
Why they decided to go down the equity crowdfunding path rather than raising from traditional VC funds
Scaling storytelling to both their staff and to their customers
And much more!
Timestamps:
1:45 Josh’s background
7:12 The origin story of Farmers Pick
12:29 How he validated the initial idea
18:27 The operational complexities of growing a physical goods business
27:52 Finding the balance between focussing on new customers vs expansion of existing customers
29:50 Using social media to grow the brand
31:05 The decision to crowdfund vs raise venture capital
35:29 Negotiation advice
37:41 Making sure the vision/mission stays consistent across whole company as you grow
42:43 Thinking about expansion
48:04 How his role has evolved as the business has grown
54:00 Staying out of the weeds and making strategic decisions
55:40 What’s next for Farmers Pick
Our partners:
A big thank you to our partners for the show:
Scendar
Scendar is the OG startup accounting firm in Australia catering to all stages of your business’ life. If you’re busy running your startup, you don’t have time to do your own books and forecast. Instead, fully outsource your finance function, giving you time and resources back to focus on what you do best in growing your business. Find out more at Scendar.com
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