She Left a $30M Career to Help Farmers, Then Went From Zero Sales to Supermarket Shelves - With Asha Rajak Startup Entrepreneur #85

Would you leave a $30 million government career to sell lemonade at a farmers market, and still believe you’d succeed?

That’s exactly what Asha Rajak, founder of Artisan by Asha, did. Fueled by her passion for soil, food, and local farming, Asha left behind a high-level analyst job in Canada to build a food startup from scratch. Her first attempt in the Netherlands? Zero sales. No traction. But instead of quitting, she pivoted—and today her products are stocked on national supermarket shelves.

In this episode of Tomorrow’s Bites, Asha shares the raw truth of entrepreneurship: the burnout, rejection, pivoting, and growth.

We explore:

• Why her first idea failed, and what she learned from it.
• The unexpected insight that turned her startup around.
• How cultural differences shape consumer trust and food buying habits.
• Building a mission-driven brand from farm to shelf.