When Farmers Pick launched in 2020, it was a side hustle, bootstrapped from my courtyard with friend and co-founder Josh Brooks-Duncan. Since then, we’ve grown considerably, partnering with over 50 farmers and employing a team of 50 to deliver to thousands of homes across Australia every week. Despite our expansion, we began with limited resources and have gained valuable insights along the way.
Invest in relationship-building
From day one, our mission has been to make a real difference in the fight against food waste. This starts with strong relationships with our suppliers, the farmers. We aim to create a win-win relationship, tackling food waste, re-defining the specifications of produce accepted and finding a fair price for produce.
Customers are also pivotal to our mission of rescuing produce. We’ve put them front and centre, actively engaging with them to share our vision for a more sustainable future. Communication is paramount and every interaction with customers is a chance to show them the impact they make. While we now have a dedicated customer service team, we’ve always prioritised top-notch service from day one and built a loyal community of supporters who are just as passionate about fighting food waste as we are.
Focus on what you’re good at
When it comes to growing a business, it’s crucial to prioritise effectively amongst lots of competing demands. Work out which comes first and place your attention on the aspects of your business that will have the biggest impact. By limiting our focus to only a few key areas at a time, we have been able to work more effectively to accelerate growth and impact.
Authenticity is essential
In today’s world where customers are constantly blasted with fake news and loud opinions, authenticity has never been more important. We understand the power of telling our story authentically to connect with like-minded individuals who share our values and want to be part of the solution. We do this through communication with customers, through social media, newsletters, customer service channels or the news. Your current (and future!) customers must know what you stand for, and how they can support your mission.
Utilise organic techniques
Organic growth has been at the core of our strategy, with social media playing a critical role in amplifying our message. We’ve gone viral on Instagram and TikTok by sharing compelling content that cuts through the noise. This has enabled us to reach Australians en-masse accelerating our growth and our mission has been pivotal to growth. Similar stories have also resonated with traditional media outlets, raising awareness about the importance of our message about food waste.
Word-of-mouth still plays a critical role. When you have a good product, a compelling message, and fair prices, positive word-of-mouth and reviews naturally follow. There is still nothing more powerful than a recommendation from a trusted friend or family member.
Expanding with limited budgets
Growing a business with a limited budget requires a strategic approach that focuses on doing one thing exceptionally well before venturing into new territories. Initially, we focused solely on delivering to customers in Victoria, delaying expansion to other states until we had established a solid foundation. With careful planning and allocation of resources, we widened our delivery areas, settling aside funds to cover the short-term losses that inevitably come with launching a new operation. We also decided to slow down in certain business areas, such as hiring non-operational staff, to ensure long-term sustainable growth. By doing so, we were able to grow our business while operating within budget constraints.
Our journey showcases the power of smart growth strategies on a budget and with limited resources. By following a similar approach, small businesses operating with comparable budget and resource restrictions can maximise their chances of success.
