20/09/2019 Farm2Fam Success Story - Live Microgreens to Keep You Healthy

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Farm2Fam- Stay Healthy with Live Microgreens

CHAYANIKA GOSWAMI (/AUTHOR/CHAYANIKA/) SEPTEMBER 02, 2019

With increasing income and easy access to abundant health-related information over the
internet, and through other media, Indians are gradually becoming health conscious.
From gluten free diet to going vegan, many new health trends are catching up. Many
people are opting for organic food over those grown using chemical fertilizers. Another
trend that is gaining popularity in India is that of micro-greens. Microgreens are the rst
leaves that grow from the seeds of herbs, vegetables or owers, that are harvested
within 14 days of germination of the seeds. Micro-greens have up to 40 times more
nutrition than mature vegetables. Observing the many health bene ts that micro-greens
o er and its rising demand, Keya Salot, a legal professional left her career in law and
started 'Farm2Fam' a startup that o ers live microgreens straight to your doorstep so
that you can enjoy them fresh.

Farm2Fam Highlights
Startup Name Farm2Fam

Headquarter Mumbai (https://startuptalky.com/mumbai-startups/)

Founder Keya Salot

Sector Microgreens

Founded 2019

Parent Organization Vijay Transtech Pvt. Ltd.

About Farm2Fam
Microgreens Industry in India
   
Farm2Fam Founder
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How was Farm2Fam Started
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20/09/2019 Farm2Fam Success Story - Live Microgreens to Keep You Healthy

Farm2Fam - User Acquisition

Farm2Fam - Startup Challenges
Farm2Fam - Competitors
Farm2Fam - Growth
Farm2Fam - Future Plans

About Farm2Fam
Farm2Fam is a Mumbai based startup which grows microgreens which are free from
pesticides, herbicides and chemicals and delivers it straightly to the customer’s doorstep.
Farm2Fam was founded in January 2019.

Farm2Fam aims to create awareness about the capacity of the human body to heal itself with natural
nutrition. We intend to use technology in combination with traditional Indian agricultural methods to
grow niche nutritional products.  

Microgreens Industry In India

The microgreens industry is at a very nascent stage currently as people are unaware of
microgreens, their usage and bene ts. In USA and Europe, microgreens are included in
diets of large sections of people to a large extent.

Research by the University Of Maryland College Of Agriculture and Natural Resources

(AGNR) and the United States Department of Agriculture (USDA), approves that
microgreens have more nutritional value than what their mature counterparts have.

Recently, there has been an increased focus on natural nutrition. With the increase in
lifestyle diseases like cancer, diabetes, blood pressure, thyroid, migraines, sinuses, etc.,
the size of this industry will only increase exponentially. Microgreens often take center
stage in a gourmet recipe and are added for avor and presentation. However,
microgreens are little gems loaded with nutrients, such as beta-carotene, multi-vitamins,
and lutein. Growth in demand for microgreens will also lead to a drastic increase in urban
farming.  

Relevant Read: Siddhagiri's Satvyk- A One Stop Platform for Buying Organic Food
(https://startuptalky.com/siddhagiri-satvyk-organic-food-products/)

Farm2Fam Founder
Keya Salot is the founder of Farm2Fam.

Keya Salot is a law graduate and worked with reputed law farms prior to starting
Farm2Fam.Keya always desired to be an entrepreneur; She chose to study law to
understand entrepreneurship
 and thebasics of itfrom a third
 perspective before taking
it up. Sustainable urban agriculture always seemed interesting to Keya, which made her
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20/09/2019 Farm2Fam Success Story - Live Microgreens to Keep You Healthy

As they say, you cannot take entrepreneurship out of a Gujarati. I think being an entrepreneur comes
very naturally to me. Once I was certain about working in sustainable urban agriculture, I quit my job
in the legal profession and undertook this full-time.

How was Farm2Fam Started

Keya is a vivid reader. She loves to read on various topics. She read a few write-ups on
sustainable urban agriculture, which she found very interesting. Over time, with more
studies on the topic, she realized that the ongoing climatic deterioration and never
changing human habits will result in a world where people would have the monetary
resources, but no food/water. Sustainable urban agriculture can help the urban lot get
access to fresher and healthier food. Therefore, she started working on sustainable
urban agriculture as a sector of preference. Keya worked with several industry experts to
set up a system which would be the perfect amalgamation of the traditional Indian
method of agriculture and the technology of insulation and automation. Keya nally
chose live micro-greens as a product to launch due to the following reasons:

Live micro-greens are a perfect blend of taste and nutrition as they have up to 40
times more nutrition than the vegetables that we eat
Live micro-greens enable people to eat the food as fresh as possible
Live micro-greens take us close to nature as it requires plucking them from the
medium before consumption  

Farm2Fam - Name, Tagline and Logo

The name Farm2Fam implies the company’s motto to deliver fresh food straight from the
farm to the households.  

We need our products to be available in every household so that people do not su er from lack of
micro-nutrients. We would like to provide fresh produce locally, as it is very important to eat free
from pesticides healthy food by using sustainable methods of agriculture.

Farm2Fam’s tagline  – Eat Local, Think Global.  

As Farm2Fam's core business is into urban farming and agriculture, its logo  is designed
with a green background

Farm2Fam Logo

What is Farm2Fam
   

Farm2Fam introduced fresh and (https://twitter.com/share?

nutritious live-microgreens
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vegetable confetti concept from the west. The microgreens produced by Farm2Fam is an
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20/09/2019 Farm2Fam Success Story - Live Microgreens to Keep You Healthy

insulation and automation. Farm2Fam uses certi ed organic soil-less potting mix, which
is specially formulated for the early stages of plant growth.

Loaded with nutrition and having up to 40 times more nutrition than fully grown veggies,
Farm2Fam o ers 40 exotic avors which include - Swiss chard, Alfalfa, Nasturtium, Purple
Kohlrabi, Sango Radish and Sun ower to name a few.

Farm2Fam delivers micro-greens live to the consumer's doorstep and thereby inculcates
trust in the minds of the consumers

We provide extremely fresh and niche products, grown in the city, to every doorstep and restaurant
in Mumbai and we focus on improving the health of the end users.

Some major USPs of Farm2Fam products are-  

No GMOs
No pesticides
No herbicides
No chemicals
Grown in an insulated environment
Microgreens are delivered at the customer’s doorstep live and fresh.  

Relevant Read: Fizzy Fern-   Makers of Chemical Free Skin Care Products
(https://startuptalky.com/ zzy-fern-story/)

Farm2Fam - Revenue Model

For end customers, Farm2Fam has the following 3 pricing plans –  

2 trays/week or 9 trays a month for Rs.3000

1 tray/ week or 4 trays/ month – 1500
Wheatgrass and barley grass – 2 trays a week for Rs.2000.

For restaurants and hotels, Farm2Fam o ers microgreens from the range of INR 180-400.

Farm2Fam - User Acquisition

Prior to the launch, Farm2Fam successfully conducted several samples and experiments
for 12 months. The nutritional values that the company provides through its live
microgreens have attracted and retained customers. As of today, the company has
several customers who have subscribed microgreens.

Farm2Fam tied up with 'Illuminati' , a restaurant-cum-bar opened up in Bandra Kurla

Complex for live micro-table tops. The experience with the end consumers was so good
that within 2 weeks, the orders

were doubled.
  

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Farm2Fam also showcased its products at Luke Coutinho’s Farmer Market. This helped
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20/09/2019 Farm2Fam Success Story - Live Microgreens to Keep You Healthy

We showcased our distinct products like Kale Microgreens, Pink Radish Microgreens, Arugula
Microgreens, Broccoli Microgreens, Cress Microgreens and spread the awareness of innovative,
nutritious and healthy cooking. Our products have reached beyond medicine and the footfall was
2000+ people. Similar events will help us reach our end consumers directly.

Farm2Fam - Startup Challenges

Not having anyone from the agricultural/nutritional background and getting into the eld
of combining agriculture with nutrition solution was one of the major challenges faced by
the Farm2Fam team, as said by Keya. It took lots of e ort and yearlong research, to
overcome this challenge. Besides, unstable weather conditions were always an issue
which required the Farm2Fam team to develop an insulated environment for farming.
Sourcing the right seeds and medium for growth was another big problem. The
Farm2Fam team has undergone through many trial and errors in selecting the right kind
of seeds to provide healthy and nutritious fresh produce.

Farm2Fam - Competitors
Currently, Farm2Fam has no major competition.  

The idea of microgreens is very new in India. There are extremely few players in India
who grow microgreens and provide them live to end users and the hospitality industry so
much so that most of the restaurants in Mumbai get their micros from Bangalore. In
addition, most of the players in Bangalore use hydroponics or plant pads as a medium of
growth, which requires the addition of organic chemicals/nutrition to the micros.

Farm2Fam is unique in its belief that plants should only be given nutrition naturally. It
grows the micros in a potting medium made by using around 40+ ingredients including
coco peat, vermicompost, neem powder, etc.

Farm2Fam - Growth
Farm2Fam started working since January 2019. In a very small span of time, the company
has achieved and retained many customers and clients by providing high nutritional
value microgreens. Farm2Fam’s products were tried and liked by famous health coach
Luke Coutinho, anti-aging specialist Dr. Aalika Shah and leading cosmetologist Dr. Sonali
Kohli as well as many leading restaurants.

The company has also started to work with reputed restaurants like Taj Land’s End, ITC,
Four Seasons, Out of the Blue, So tel, Foodhall Cookery Studio and Punjab Grill.

Our achievements are in terms of the responses we receive. Several of our consumers have gotten
rid of their migraines, sinuses, etc. by using our products regularly. Also, we count our orders being
doubled with restaurants as quite an achievement.
   

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Relevant Read: How Vanity Wagon Brings to You the Best Natural Beauty Care Products
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Farm2Fam - Future Plans

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Over the next year, Farm2Fam sees itself in every household with a target of 300+
consumers every month and around 100 restaurants. Further over the course of 5 years,
it intends to launch new products like blueberries, raspberries, live sa ron, etc.
Farm2Fam will soon be associating with marquee brands such as Pizza Express, Bay
route and White Charcoal.

I have learned most things from the people around me. My husband and my parents are my role
models. Renowned chefs always inspired me and their advice were a great help in ourishing our
business. Consumers are the real mentors for us, as their responses play a major role and push us to
produce variant products - Keya Salot

Website: Farm2Fam (https://www.farm2fam.org/)

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(/author/chayanika/)
About Chayanika Goswami (/author/chayanika/)
Chayanika is an MBA in Finance and a trained Digital Marketer. SEO and content writing
are her hobbies turned profession. She is a rover. In her free time she loves travelling and
cracking jokes.

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