Alright – so today we’ve got the honor of introducing you to Connor Hiebel. We think you’ll enjoy our conversation, we’ve shared it below.

Connor , appreciate you joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

The seeds of entrepreneurship were planted early in my life, a story that began with childhood dreams and evolved into the thriving venture that is Amelia Island Microgreens today. As a wide-eyed 5-year-old, I embarked on my first business venture, attempting to sell daddy long legs to my neighbors. A valuable lesson in supply and demand unfolded quickly – spiders weren’t the hot commodity I had envisioned. Undeterred, a few years later, I successfully sold candles to fund the purchase of a pet lizard named Curly, as in Larry, Curly and Moe. The desire to own my own business lingered through the years, a flame that never flickered. Little did I know that the next chapter in my entrepreneurial journey would be written during the unprecedented times of Covid-19.

Observing the empty shelves and lackluster produce during the pandemic, my parents and I decided to create our own garden. Yet, the traditional gardening process revealed itself as laborious and resource-intensive. It was during this moment of uncertainty that a hobby, growing microgreens, sparked a realization of their remarkable qualities – affordability, minimal space requirements, and rapid growth. Microgreens, occupying a fraction of the space of a traditional garden, could produce food within a mere 7 days, free from the challenges of weeding and pests. Their nutrient density, up to 40% higher than that of mature plants, further fueled my conviction that microgreens were a solution others needed.

A few months later, at the age of 14, I turned this conviction into action by creating my first microgreen kit. Drawing on seven years of growing experience, the kit was designed to be not just functional but also easy and enjoyable. Witnessing the transformation from concept to a tangible, user-friendly product was a culmination of time, planning, and passion.
From childhood dreams of selling spiders to the exciting realization of creating a business dedicated to empowering individuals to grow their own food sustainably, the journey of Amelia Island Microgreens is a testament to the power of persistence, innovation, and the enduring spirit of entrepreneurship.

In an era where environmental consciousness is paramount, Amelia Island Microgreens proudly announces a significant milestone on its journey — the successful acquisition of a $10,000 grant from FedEx and Hello Alice. This transformative grant is dedicated to removing 98% of single-use plastics from our microgreen growing kits, marking a momentous leap toward a more sustainable and eco-friendly future. Amelia Island Microgreens has always been more than just a provider of premium microgreen growing kits. With a commitment to fostering healthier lives and communities, we recognize the need to align our practices with environmental responsibility. The grant from FedEx and Hello Alice serves as a catalyst for our transition into a new era of eco-conscious growth.

The heart of this transformative journey lies in the creation of a meticulously designed and aesthetically pleasing box. This box isn’t just packaging; it symbolizes our dedication to reducing our environmental footprint. By eliminating 98% of single-use plastics, we’re making a bold statement that sustainable practices can be seamlessly woven into the fabric of daily life.
As we move into this new stage of growth, we celebrate not only the recognition from industry giants like FedEx and Hello Alice but also our team’s unwavering commitment to innovation. Our microgreen growing kits, once delivered in conventional packaging, are now presented in a beautiful and sustainable box, reflecting our dedication to both quality and environmental responsibility.

Beyond the reduction of single-use plastics, this initiative reinforces our pledge to contribute positively to the environment. It’s not just about growing microgreens; it’s about cultivating a greener, healthier planet for generations to come. We believe that every small step towards sustainability has a ripple effect, and we’re excited to be at the forefront of this positive change. This milestone isn’t just about us; it’s about our community, our customers, and every individual who believes in the power of sustainable choices. As you embark on your microgreen growing journey with us, know that you’re not just fostering personal well-being; you’re contributing to a global movement towards a more eco-friendly lifestyle.

Amelia Island Microgreens is thrilled to be pioneering a future where growth and sustainability go hand in hand. We invite you to share in our excitement, celebrate our commitment to a greener tomorrow, and join us in this journey towards a world where every box tells a story of positive change and resiliency. As we transition to more wholesale operations, actively seeking like-minded stores interested in microgreen kits, we’re not just growing microgreens; we’re sowing the seeds of positive change.

As we bid farewell to single-use plastics, we welcome a future where sustainability is not just a choice but a way of life. Amelia Island Microgreens — Growing The World Greener, One Kit at a Time.

Connor , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

What sets Amelia Island Microgreens apart from the majority of Microgreen farmers is our unwavering commitment to education. While many in our industry focus solely on growing and selling microgreens, our unique approach prioritizes teaching individuals how to cultivate their own nutrient-rich, delicious, and economical microgreens. Although the more lucrative path lies in growing for customers, we firmly believe that empowering people to grow their own food aligns with our mission statement: “We are on a mission to educate and empower people to grow their own nutrient-rich, delicious, and economical food.” This commitment to education sets us apart from the conventional profit-driven model of microgreen farming.

In 2020, when we initially embarked on this venture, we found ourselves succumbing to the common trajectory of microgreen farmers—growing and selling to customers. However, an internal discord prompted a reevaluation of our mission. Growing microgreens for others did not align with our core purpose of fostering self-sufficiency and empowerment. “We are on a mission to educate and empower people to grow nutrient rich, delicious and economical food.” This realization fueled our redirection toward educating individuals, ensuring that our mission remained at the heart of what we do.

One source of pride for Amelia Island Microgreens is the longevity and growth of the business. What began as a hobby and a source of education has evolved into a thriving venture. We’ve successfully expanded our presence into local stores such as Coastal Cottage and Nassau Health Foods. The journey from a small start to a business visible in local retail spaces and shipments all over the United States showcases the resilience and sustainability of our brand.

The core satisfaction comes from serving people as they embark on a journey towards healthier eating. Witnessing individuals discover their “micro-green thumbs,” connecting with their families through our engaging projects, and experiencing an enhanced quality of life are sources of genuine satisfaction for each of us at Amelia Island Microgreens. Knowing that the very solution that helped me overcome debilitating health challenges is now contributing to the well-being of others is a profound source of fulfillment for me personally.

Amelia Island Microgreens stands out by offering a diverse range of microgreen kits. We cater not only to individuals but also to their four-legged friends, including cats, dogs, and even lizards. Our commitment to providing a variety of options ensures that everyone, regardless of their lifestyle or pet preferences, can benefit from the nutritional advantages of microgreens and fresh, live produce grown at home. Additionally, our product line features an innovative and visually appealing hydroponic Lettuce Grow Farmstand hydroponic grow tower.

In essence, what defines us is not merely the cultivation of microgreens but our dedication to education, empowerment, and a mission that transcends profit margins. Where growing greener and healthier isn’t just a business model, but a way of life.

Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?

In the dynamic landscape of entrepreneurship, every journey comes with its fair share of challenges, and ours at Amelia Island Microgreens has been no exception. A pivotal moment arose during the tumultuous times of the COVID-19 pandemic, where the disruptions in product shipments posed a significant threat to our operations. This chapter in our story stands as a testament to our resilience and the strength of our community.

As highlighted in our feature in Forbes, the onset of the pandemic disrupted the flow of product shipments throughout the world. This cast a shadow of uncertainty over our venture. It was a critical juncture where adaptability became paramount for our survival. Faced with the challenge of securing a crucial component for our microgreen kits, the sterilized coconut husk soil known as coco coir, we found ourselves in a race against time. Recognizing the urgency, we took a bold step and purchased the last available 5,000 100mm units of coco coir available in the United States. This move was not just a strategic decision but a lifeline for our business.

In times of crisis, collaboration becomes our greatest ally. Drawing strength from the tight-knit community of microgreen growers, we engaged in collaborative problem-solving. Through shared insights and mutual support, we uncovered alternative sources for coco coir and alternative grow mediums we had not yet considered. This ensured that our business could weather the storm. The potential disaster was averted through innovation and a collective effort. By pivoting swiftly and embracing the power of collaboration, we not only secured the essential resources but also strengthened our bonds within the microgreen community.

The challenges we faced during this period became valuable lessons that continue to shape our approach to business. Our ability to adapt, innovate, and lean on our community during critical moments exemplifies the resilience at the core of Amelia Island Microgreens. While the threat of disrupted payroll loomed, our team’s quick thinking and the support of fellow microgreen enthusiasts turned this challenge into a story of triumph over adversity. It is a reminder that in the face of uncertainty, the strength of community and the spirit of innovation can pave the way for a brighter, more resilient future.

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

Embarking on my social media journey in 2020 was both challenging and eye-opening. Instagram and Facebook became my canvases to share the story of Amelia Island Microgreens. Honestly, prior to the existence of Amelia Island Microgreens, I had a Facebook account, but I rarely engaged with it. Despite this, I dove into this realm, determined to make an impact on a tight budget.

Navigating the unknown, I watched tutorials, sought advice, and began posting, even when uncertainty lingered. The key lesson learned: consistency triumphs over perfection. Taking the initial steps, asking, “What are the three things I can do today to enhance my marketing?” proved transformative. Don’t let the absence of perfect answers hinder your attempts.

An initial hurdle was feeling like I was shouting into a void. However, with time, persistence, and an understanding of audience preferences, the void began to respond. Harnessing the algorithm’s power became crucial. Following ‘experts on social media algorithms’ and ‘inspiring creators’ provided insights that gradually elevated my visibility and motivation.
For years, I maintained daily posts, occasionally doubling up, until burnout loomed and I needed to shift my approach for my own well-being. Social media, I realized, is a gradual journey. Those viral moments you witness are often the result of months or years of consistent groundwork. After a year, I started witnessing traction and cultivating a modest following.

Before embarking on your social media venture, define your end goal. For me, my goal is to raise awareness for Amelia Island Microgreens. While likes are appreciated, the real metric lies in achieving the intended goal. It can be tempting to get caught up in the dopamine rush/let down of the feedback/lack of feedback. Understanding the psychology of that feedback loop is important for anyone beginning their social media marketing. Watching the Netflix documentary, “Social Dilemma” gave me awareness of some of the pitfalls. I highly recommend anyone using social media for business or personal use watch it.

It is important to select the social media platform based on your company’s demographics. Consider the demographic makeup of each social media platform and choose the one that aligns with the type of audience you want to reach. Tailor your content to your audience and platform preferences.

Lastly, consider your content format. If videos are your forte, platforms like Twitter are not the ideal stage. For optimum reach on Google, dive into YouTube. The Google-owned platform holds favor in the search engine hierarchy, evident in the prominence of YouTube videos in search results. Understanding these dynamics is key to navigating the diverse landscape of social media.

Contact Info:

• Website: https://ameliaislandmicrogreens.com/
• Instagram: https://www.instagram.com/ameliaislandmicrogreens/
• Facebook: https://www.facebook.com/AmeliaIslandMicrogreens
• Youtube: https://www.youtube.com/@ameliaislandmicrogreens
• Other: TikTok: https://www.tiktok.com/@ameliaislandmicrogreens See our Google Reviews: https://www.google.com/maps/place/Amelia+Island+Microgreens/@30.308706,-81.9313744,9z/data=!4m6!3m5!1s0x88e5abd4f65cea41:0x7b079116dc9cc5c1!8m2!3d30.308706!4d-81.9313744!16s%2Fg%2F11ppwgzrdn?entry=ttu

Image Credits
Scott More