Microgreens Consulting

This article details Microgreens Consulting, a company based in Canada. The interview is with Jonah Krochmalnek, owner and founder of Microgreens Consulting.

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Can you talk a little bit about the origin story of Microgreens Consulting?

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Microgreens Consulting began as a response to growing interest in replicating the success of Living Earth Farm. It was an unplanned venture, emerging from a passion for farming and a growing demand for expertise in microgreens.

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This shift to consultancy was driven by the pandemic, which led to a reevaluation of my role in the industry. Recognizing a gap in quality information, especially for scalable and automated microgreens farming, Microgreens Consulting was founded. Our goal is to leverage a decade's worth of experience to educate and assist new and existing farms, focusing on the nuances of microgreens cultivation.

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Can you provide some details about Living Earth Farm?

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Living Earth Farm, started in 2013, marked the beginning of my journey into vertical farming. Beginning in a basement and expanding into a commercial space, the farm was a pioneer in a then-emerging field. Our focus on microgreens, selected for their profitability and nutritional benefits, set us apart in the industry. The farm's success was underpinned by innovative automation techniques and a commitment to product quality, demonstrated by higher nutrient levels compared to competitors. Our products, primarily microgreens, were distributed through a network of health food stores, independent grocers, and wholesalers to restaurants, underlining our farm's impact and reach in the local food industry.

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What is the production space and growing media at Living Earth Farm?

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Living Earth Farm utilized a 5000 square foot facility, optimally designed for microgreens production. We chose soil as our growing medium, aligning with our organic certification and commitment to quality. This decision, favoring soil over hydroponic methods, was based on the superior quality of soil-grown microgreens. The choice of soil, although more resource-intensive, was a strategic decision to maintain the highest product standards, reflecting our ethos of quality over quantity in the competitive market of urban farming.

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Could you share about the exit process of your farm?

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The sale of Living Earth Farm was a strategic move, necessitated by the need to focus on broader industry impact through Microgreens Consulting. The farm's profitability, with margins between 35-45%, made it an attractive prospect for buyers. Navigating the sale involved a careful selection of a buyer who could sustain and grow the business, reflecting our commitment to the industry's future. This process, though lengthy, underscored the importance of strategic planning in business transitions, particularly in niche markets like microgreens farming.

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How did the sale impact you personally?

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The successful sale of Living Earth Farm was a significant milestone, allowing for a comfortable lifestyle and a shift in focus towards educational endeavors. This transition was not just financially rewarding but also fulfilling on a personal level, as it enabled me to dedicate time to nurturing the next generation of farmers through educational content and consultancy. The decision to sell the farm and focus on Microgreens Consulting marked a new chapter, allowing me to leverage my experience to make a broader impact in the sustainable agriculture sector.

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Can you elaborate on the unit economics of microgreens?

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The economics of microgreens farming are highly favorable, combining efficient production and high profitability. This efficiency is exemplified by the ability to harvest crops up to 52 times a year, significantly more than traditional crops like lettuce. In terms of revenue, a conservative estimate suggests around $300 per square foot annually, based on $7.5 per square foot per week. This profitability, unique to microgreens, is a result of both the product's market value and the efficiency of the production process, making it a standout choice for urban farmers and entrepreneurs.

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What are the specifics of production and pricing for microgreens?

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In terms of production specifics, microgreens vary widely in yield, with differences in weight depending on the variety. For instance, pea shoots can yield up to 1.75 pounds per tray, while basil may yield around 120 grams. The pricing structure also varies, with wholesale prices like $15 per tray being common. This dynamic market, with its expanding presence in major grocery chains across North America and growing interest globally, underscores the potential of microgreens as a profitable and sustainable crop in the modern agricultural landscape.

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Where can people learn more about Microgreens Consulting?

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Those interested in learning more about Microgreens Consulting can visit our website.

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