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- How HarvestBox made $6M Just By Doing This...?
How HarvestBox made $6M Just By Doing This...?
This is the New Money Talks Newsletter, the newsletter packed with entrepreneurs' personal stories, financial tips, and more!
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Picture this:
It’s 2017, and Anna, a small-scale organic farmer, is struggling with a problem she can’t ignore.
Every week, she throws away pounds of bruised and imperfect produce simply because grocery stores refuse to stock “ugly” fruits and vegetables.
She’s frustrated.
The produce tastes just as good and is perfectly healthy, but it’s going to waste because it doesn’t look flawless.
One day, as she’s staring at a pile of discarded carrots, she thinks:
What if there were a way to get this food into people’s hands instead of the trash?
That idea led to the creation of HarvestBox, a subscription service that delivers imperfect—but delicious—produce straight to customers’ doors.
Today, HarvestBox is a $6M business that has saved over 10 million pounds of produce from going to waste, while helping customers save money on fresh, organic fruits and vegetables.
Here’s the twist: Anna didn’t succeed by trying to compete with big grocery chains. Instead, she leaned into what made HarvestBox unique: its mission to fight food waste.
Turn your weakness into a strength: Instead of hiding the imperfections, Anna celebrated them. By focusing on the story behind the produce, she built a brand customers could feel good about supporting.
Make the mission the message: Anna didn’t just sell produce—she sold purpose. Her marketing focused on the impact HarvestBox was making on reducing food waste, which inspired customers to be part of the solution.
What can we learn from Anna?
Celebrate what makes you different: HarvestBox stood out because it leaned into its “flaws.” Are you highlighting the unique aspects of your brand?
Lead with purpose: Customers love brands with a mission. Are you communicating the bigger impact your business is making?
Solve for efficiency: Anna’s subscription model made it easy for customers to enjoy fresh produce while reducing waste. Is your business solving problems in a way that simplifies life for your audience?
Anna’s story shows us that even the smallest frustrations—like food waste—can become opportunities for big change.
Now, here’s the question: What’s one way your brand could turn a weakness into a strength?
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See you on Friday :)