When we think about storytelling, we often picture the pages of a book or the scenes of a movie. But for Vanessa Williamson, the story unfolds in the vibrant colors of pickled vegetables and the rich aroma of fermented foods. In this episode of Tellwell: The Podcast, Vanessa, CEO and co-founder of Farmented, shares her entrepreneurial journey that started as a simple college project and blossomed into a thriving business.
From Class Project to Market Shelves
Imagine it’s 2017, and you’re a student at Montana State University. Vanessa and her co-founder, also named Vanessa, faced a unique challenge: create a value-added product using local produce. This wasn’t just a school assignment; it was the beginning of Farmented.
“We were tasked with developing something from local produce, and it clicked. Why not tackle the problem of ugly vegetables? Those too ‘imperfect’ for the market but perfectly good to eat,” recalls Vanessa.
From the get-go, Vanessa and her co-founder didn’t just see pickles or kraut; they saw stories. Each jar of dill sauerkraut or radish kimchi was a nod to local farmers’ resilience and the understated beauty of “imperfect” crops.
Local Food Systems: A Pillar of Resilience
Vanessa talks about how crucial local food systems have become, especially highlighted by the disruptions during the COVID-19 pandemic. When global supply chains stumbled, local resilience shone through, providing communities with fresh and accessible produce.
“During the pandemic, it became even clearer how critical local food systems are. They provide security and a direct connection between us and our food,” Vanessa emphasizes.
It’s not just keeping produce nearby; it’s building a bond between growers and consumers, between the land and the table. This connection enriches every meal shared, grounding us in our communities and environment.
Fermentation: More Than A Tasty Snack
Fermented foods offer more than a delightful tang. Vanessa highlights the long-standing tradition of fermentation and its numerous health benefits.
“Fermentation isn’t just a trend. It’s a timeless method of food preservation packed with probiotics, which are fantastic for gut health,” she shares.
From improving digestion to boosting immunity, the benefits of fermented foods are numerous. And Vanessa isn’t alone in championing this; dietitians and health enthusiasts alike recognize the positive impacts of incorporating fermented foods into our diets.
Entrepreneurial Challenges and Growth
Every entrepreneurial journey has its hurdles, and Vanessa’s is no different. From juggling full-time jobs while making and selling products at farmer’s markets to shifting focus entirely to the business in 2019, the path has been filled with financial struggles and personal sacrifices.
“There were times we couldn’t pay ourselves. Until 2023, consistent income was a dream,” Vanessa admits candidly.
Yet, these challenges highlight the passion and resilience of Vanessa and her co-founder. They navigated a male-dominated startup scene, embraced their identities as female founders, and grew Farmented from a local market staple to being stocked in 80 stores.
Changing Perspectives on Food Appearance
One of Farmented’s core missions is to change how we perceive food. Vanessa passionately believes in celebrating imperfection, addressing food waste, and supporting local farmers.
“We want people to see the beauty in ugly vegetables. It’s not about how it looks; it’s about the flavor, the nutrition, the story,” Vanessa insists.
Through this mission, Farmented isn’t just selling food; they’re spreading a message. They’re encouraging communities to rethink waste and value the hard work of local farmers who grow these perfectly good, albeit imperfect, produce.
The Future is Bright
Looking ahead, Vanessa is optimistic yet grounded. She acknowledges the fear of failure but remains hopeful about Farmented’s mission to reduce vegetable waste and support local farmers.
“I do fear failure. But it’s the possibility of success and the positive impact we can have that keeps me going,” she reflects.
Vanessa hopes to expand Farmented further, both regionally and nationally, continuing to advocate for sustainable practices and the importance of local food systems.
Join the Food Revolution
Vanessa invites listeners to support Farmented by trying their products, available in select states and local farmer’s markets. By purchasing these unique, fermented goods, consumers can join a larger mission to celebrate imperfection and support local food systems.
“We’re more than a business. We’re a story in every jar, and we want you to be part of it,” Vanessa says warmly.
Empowering Stories with Tellwell
Vanessa Williamson’s journey with Farmented is not only about food; it’s about resilience, connection, and the power of local stories. At Tellwell, we believe in the power of storytelling to inspire, connect, and bring about change. Vanessa’s story is a testament to this belief, and we’re proud to share it with our listeners.
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