Interested in starting your own entrepreneurial journey in agriculture but unsure what to expect? Then read up on our interview with Mitchell Hora, founder, and CEO of Continuum Ag, located in Brighton, IA, USA.

What's your business, and who are your customers?

Continuum Ag is a soil health intelligence company and the catalyst for sustainable agriculture. Our mission is to help 1 million farmers profit from improved soil health, and we built the first soil health data tool, TopSoil, to enable just that. Our Regen Roadmap Tool provides a simple how-to for our customers. Our data-driven approach avoids on-farm economic risk while enabling financial and environmental gains.

Tell us about yourself

I am a 7th generation Iowa farmer and a born entrepreneur. My passion is the family farm. I built the company to help our 150-year-old operation and as many other global operations as possible. I know that when farmers are enabled with data, they have more freedom more opportunities and can drive more profits, which they use to invest back into their family operation and their local schools, communities, and churches.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as an owner has been to assemble a great team, work with many awesome people, and make an impact on farms around the world! Throughout this journey, I've been honored by being named to the Forbes Under 30 List, the AgGrad 30 Under 30 List, my dad and I are "Soil Health Champions" with the National Association of Conservation Districts, and we've earned media with the likes of the Wall Street Journal, Time, HBO, Successful Farming, Farm Journal, and multiple others.

What's one of the hardest things that come with being a business owner?

Business owners are always "on." We must always be working, be passionate, and have our game face on. Each interaction is an opportunity, and when you have big ambitions, it takes big work. My wife is also an entrepreneur, and we both have had to learn to focus on the vision and balance an intense work life while raising a family.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

For sure, build good relationships, find those you can trust, and build as big of a network as possible. Second, build processes; you must have well documented and specified processes before you can hire. And third, focus solely on bringing value to the customer. If you can hone in on the customer value created, you eliminate your need for sales and can build the company solely off of marketing.

Is there anything else you'd like to share?

Starting our program is easy and free at

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

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