Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Alexandra Molumby, Founder of Harvest Joy, located in Escondido, CA, USA.

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

If you're like most people, you're probably curious about where your food comes from but may not know where to find the answers. Harvest Joy takes you behind the scenes to learn more about how food is grown and the people dedicated to growing it.

Tell us about yourself

I have been connected to farming and agriculture my entire life. In fact, my great-grandfather sailed to the US from Ireland when he was only seven years old and took his first job selling vegetables in New York City. You could say fresh produce runs in my blood, and you'd be right. My passion for agriculture earned her a degree in Agricultural Business Management from Cal Poly San Luis Obispo, where I recognized a massive opportunity to more effectively educate and advocate for fresh food through visual storytelling.

With an energy and commitment to see her vision come to life, and thanks to a friend's borrowed camera, I created the Harvest Joy brand. The Instagram page went live with beautiful field photography and helpful produce tips from local farmers who were willing to share their experiences with me. From there, it grew into a full online presence where followers now look to Harvest Joy for real facts from real farmers, seasonal fresh produce ideas, and brand recommendations. Harvest Joy has also been a resource for people looking to better understand what product recalls mean and how to navigate food concerns and quality questions.

Harvest Joy has been on local television and Google's "Where There's Help, There's Hope" on behalf of fresh produce brands as well as in several fresh produce industry publications. My field and product photography has also been featured on dozens of fresh produce brands' marketing materials, including Bako Sweet, where I am currently the marketing director. My goal is to capture the beauty and vastness of American farming through photography and interview-style videos and has won the hearts of over 25,000 people on Instagram and TikTok - most of whom are Millennials seeking to understand where their food comes from.

What's your biggest accomplishment as a business owner?

Being recognized as a way for people to learn more about where their food comes from. One of those recognitions came from Google when they featured Harvest Joy at the 0:34 mark in one of their short films, "Where There's Help, There's Hope." The film is intended to recognize those that are searching for ways to help, as well as celebrate those first responders and front-line essential workers that are already helping.

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

Contracts, if I'm being honest. I've relied on a handshake or two that did not work out so great for me. So it's hard to figure out if I should formalize a formal contract agreement or if I can trust clients with a handshake.

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

  1. Don't worry about being perfect; just launch and fix it later. That's the hardest part - just starting!
  2. Don't be afraid to fail by trying. Your business will look a lot different today than it will in 5 years, so it's ok to change your offerings if that is what your audience is looking for.
  3. Find a mentor that will give you feedback on your ideas. Very important in order to keep learning and improving.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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