We recently connected with La’Trice Murray and have shared our conversation below.

Hi La’Trice , thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

I started my company in 2020, during the height of the COVID-19 pandemic. At the time, I was working a 9-to-5 that required constant travel. Flying out every Friday and returning every Sunday. I was only home for about 24 hours a week. When quarantine hit and I was grounded, I suddenly had more time than I was used to, and it gave me space to really reflect.

That’s when my grandmother reminded me that I used to be an avid gardener. With her encouragement, I picked it back up, just to keep myself busy at first. But as I got my hands back in the soil, I realized two things: one, that I still had a green thumb, and two, that fresh produce was not easily accessible in my community. I live in a food desert, and the lack of healthy, affordable options was a real problem, especially during a crisis. That’s what sparked the vision. What started as a small garden quickly grew into something with much bigger purpose. Creating access, building community, and sharing the joy of growing food with others.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m a farmer and multidisciplinary artist based in Kansas City with a global vision. I studied Technology and Music in college, and throughout that journey, I was able to sharpen my skills as both an artist and a creative entrepreneur. Over time, that foundation blossomed into something much bigger! What I like to call a bold, soulful movement.

I create beautiful masterpieces that take many forms: organic produce, photography, handmade jewelry, fashion, wine, self-care body products, and uplifting books. Whether I’m teaching a painting workshop or wrapping crystals like royalty, everything I do blends vibrant style with heartfelt substance.

My brand, Black Farmer Jane, is rooted in intention, quality, and community. All of my food and body products are made from organic, locally sourced ingredients whenever possible! USDA certified organic, kosher, and cruelty-free. I believe wellness and luxury should be accessible, so I offer upscale products at discount prices. Think: Walmart variety, but better-than-Whole-Foods quality.

At the heart of it all, I’m planting seeds of positivity and harvesting joy dripping in jewels, literally and figuratively.

Any insights you can share with us about how you built up your social media presence?

I built my audience one day at a time, literally. I don’t have a massive following, but what I do have is a loyal and deeply supportive community of people who truly believe in my vision. When I first stepped into entrepreneurship and farming, I faced a lot of negativity. I had people laugh and say things like, “Yeah, we’ll see how long this farmer thing lasts.” It stung at first, but it also taught me something powerful: your vision is your vision. Not everyone is going to understand it, and that’s perfectly okay. The key is staying diligent, consistent, and committed to your craft! Especially on the hard days.

When it came to social media, I took a grassroots approach. I joined Facebook groups related to farming, art, and entrepreneurship. starting with my local area, then expanding to regional and national communities. I made it a point to interact consistently, share value, and post regularly both on my business pages and within those groups. That effort significantly boosted my visibility and helped me connect with my target audience.

Another major piece of social media success is brand consistency. My name Black Farmer Jane, is the same across all platforms. Facebook, Instagram, TikTok, X, Snapchat, Feeds, you name it. That kind of clarity and consistency makes it easy for people to find me, remember me, and stay connected. Complicated names or inconsistent branding can really hold you back. So I always encourage others to keep it simple, clear, and unified across the board.

Have you ever had to pivot?

One of the biggest pivots I had to make in my business was learning how to diversify my products, and truthfully, it wasn’t easy at first. In the beginning, I was listening to a lot of outside voices instead of trusting my own instincts. I had started farming and was so excited about my spring crops! Lettuce, kale, tomatoes, peppers, you name it. But then, on Easter weekend, we were hit with a surprise snowstorm in Kansas City, and I lost nearly everything I had planted. Just like that, in less than a week, all of my hard work and investment was gone.

That experience forced me to rethink everything. I realized I needed a product that could reach people regardless of weather or season. Around that time, a close friend of mine was launching a wine brand, and I was supposed to collaborate and create my own line. But instead of support, I was met with doubt. She laughed in my face and said, “What do you want to make wine for? You’re a farmer. You don’t know anything about wine.” That moment truly hurt me, but it also lit a fire. I was determined not just to make it happen, but to make it successful. And I did.

But that wasn’t the end of the pivoting. I soon realized that not everyone drinks alcohol, so I needed to expand again. This time into something that everyone could enjoy. I had been experimenting with body products, so I developed a recipe for an aloe vera soap and started handing out test bars to coworkers, friends, and family. The real test came during a group trip to Mexico. Everyone used the soap, and it kept our skin moisturized and soothed under the harsh sun. That product is now one of my best sellers.

So yes, pivoting can be scary. But in my experience, it can also be the most rewarding and defining part of your journey.

Contact Info:

• Instagram: BlackFarmerJane
• Facebook: BlackFarmerJane
• Twitter: BlackFarmerJane

Image Credits

La’Trice Murray View’s