We recently connected with Dr. Ariel D. Smith and have shared our conversation below.
Dr. Ariel D. , thanks for taking the time to share your stories with 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.
The ideas for both The Food Truck Scholar and BuyBrokoli came from wanting to address critical needs in the Black entrepreneurship community. I created The Food Truck Scholar in 2018 when I saw there was no place dedicated to highlighting Black food truck owners. I noticed that nearly every time a list of food trucks were mentioned or when food trucks were included in television programming, Black people were few and far in-between. Since I was also researching Black food truck entrepreneurs (which developed from my personal interest in them as a foodie), I thought maybe when I finished my PhD and started publishing research that somehow Food Network or OWN would see me and then I could start bringing more attention to Black food truckers. But then, I realized I didn’t need to wait on some other platform to see me before I start doing what was on my heart to do at the time. So I started with what I knew! I started by filming one food truck in person before switching to instagram live streams, Then in 2019, I launched The Food Truck Scholar Podcast and the rest is history.
BuyBrokoli came about in a similar fashion. I was on my couch watching Black vendors post about 420 Day, and I wondered what would happen if there was an app that could help you find them all in one place? I reached out to a friend of mine, Jasmine Morris, who was on board and became my co-founder. Not only did I want to provide visibility, but my co-founder and I also wanted to address the inequity that has been happening regarding cannabis. With Black people being 4x more likely to be arrested for cannabis possession while whites are owning dispensaries and making money off the same plant, we wanted to find a way to make our own contribution to racial equity in cannabis
Dr. Ariel D. , 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?
The three ways I describe myself is an academic researcher, a creative entrepreneur, and a community connector. I have always been a person that enjoys helping others and sharing the knowledge and resources I have with others. As a result, I have constantly looked for opportunities that combine my love of knowledge with creativity and community building. Some of my current projects are The Food Truck Scholar, PodNiche Academy, BuyBrokoli, and EntreScholar Solutions.
For the past 5.5 years, I have studied the representation and experiences of Black entrepreneurs in the food truck industry while also building a community for predominantly Black food truckers called The Food Truck Scholar. Through my research, podcast, book, and partnerships, I have been able to create a storytelling platform for food truckers around the world to share their journeys and learn from one another. I am proud to say that recently The Food Truck Scholar Podcast was ranked the #2 food truck podcast in the world. In addition to building community and resources within the food truck industry, I am also a podcast consultant and coach, tech cofounder, and academic consultant.
I created PodNiche Academy after years of consulting individuals and universities on how to leverage podcasts for education and storytelling. I have spoken on some of the largest stages in the podcasting industry like PodFest and Blk Pod Festival, teaching attendees how to create and monetize niche podcasts. Currently, I offer a self-paced course and private consulting and coaching for podcast creation and monetization.
As a tech co-founder and the CEO of BuyBrokoli, my primary mission is to build visibility, community, and resources for Black entrepreneurs in the cannabis industry. We are looking forward to releasing version one at the end of the year!
I created EntreScholar Solutions when I realized I was constantly being approached by current and prospective graduate students as well as faculty who wanted to know how combined my research and entrepreneurial interests. Through university workshops, keynotes, and individualized coaching, I teach how you can bring all of you to the table- whether its is a classroom or a boardroom.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
A key lesson I had to unlearn and I have to continue unlearning is to not disqualify myself. Even though I wanted to help food truck owners, studied the topic at the doctoral level, befriended and traveled to several food trucks across the country, I was hesitant to launch my podcast in 2019 because I was not a food truck owner. I questioned who would listen. I questioned how I would be perceived. I questioned everything. The podcast equipment sat on my couch for over a month until I saw a Facebook post from the very first food truck owner I interviewed. She tagged me in her post describing how much the interview meant to her and how much she looks forward to the work I will do next.
At that moment, I realized that my insecurities were getting in the way of the goal I originally had- helping others. I don’t need to be a food truck owner to help food truckers in my own way. My research and my podcast could make contributions in their own way that addressed representation and community. When I started thinking about it that way, I got out of my own way and launched the podcast. Three years later, we have listeners from over 100 countries and have had several food truckers share how critical the podcast has been in helping them launch and stay open. Instead of trying to be like everyone else, simply being Ariel and celebrating my own skill sets are exactly what makes my work valuable.
Have you ever had to pivot?
2022 has been a year of pivots. 7 days into the year, I caught Covid and it took a little over 2 months to make a full recovery. Right after, I had a loved one that was severely sick and I rushed home to support my family. In the midst of these two situations alone, I found myself exhausted and overwhelmed with school and business. I knew that I needed to make a few changes. First, I changed The Food Truck Scholar to monthly podcast episodes. It was a hard decision because I had been so used to publishing weekly or at least biweekly content. I was concerned how my listeners would take it, but also knew that I needed time to focus on myself. In addition, I delayed my dissertation defense and graduation thanks to the support of my program to give myself time to focus on my overall wellbeing. At first, I felt like a failure because I was not finishing on the timeline I set for myself when I first started the phd program. That is why I am so grateful for friends who encourage me to be kind to myself and to embrace the curve balls life brings as opportunities.
Making those pivots proved to be healthy and restorative. Not only was I able to be more present for myself and my family, but the podcast even grew in listenership more than ever before. I experienced growth in my other companies and brands, gathered more clarity on what I wanted to do next, and finished my dissertation. This year taught me that grinding has its place, but it should never be the constant setting of a person in my opinion. God really showed me that if I trust Him and do what I can, it will all work out.
Contact Info:
- Website: https://thefoodtruckscholar.com
- Instagram: @thefoodtruckscholar
- Facebook: https://www.facebook.com/ArielTheFoodTruckFoodie
- Linkedin: https://www.linkedin.com/in/thefoodtruckscholar/
- Twitter: https://twitter.com/FoodTruckSchola
- Youtube: https://www.youtube.com/channel/UCcvOqNsPxTCi2nmce5UQMHQ
- Other: https://buybrokoli.com https://podniche-academy.teachable.com