On today’s episode we are joined by Jacob Goldfarb from Goldfarm Canada, one of the premier microgreens and urban farming businesses in Canada. Starting as a side hustle in 2019, Jacob shares how he achieved a 30% year-over-year growth rate by strategically scaling operations from a small apartment to a facility capable of handling 2,000 microgreens trays, while deliberately keeping capacity under 50% to allow room for smart, sustainable expansion.

This episode covers crucial microgreens business strategies, including Jacob’s pivot from selling on Instagram to building a stronger B2B presence using LinkedIn, and launching a chef referral program to accelerate word-of-mouth growth. We also explore how working with an agronomist helped him optimize crop management, test alternative fertilizers for better health and yield, and address common urban farming challenges.

Jacob also opens up about evaluating potential distributor partnerships to reach new markets, while balancing the risks of maintaining brand quality and customer loyalty. Finally, we discuss the importance of securing institutional clients—such as corporate kitchens and healthcare facilities—as a way to stabilize revenue in a shifting economy.

Key action items from this episode:

Testing new sales strategies on LinkedIn and through referrals

Trialing healthier fertilizer options for microgreens production

Carefully assessing opportunities for distribution partnerships

If you're looking for real-world insights on growing a profitable microgreens business, improving urban farm operations, or building a sustainable agricultural brand, this episode is packed with valuable takeaways.

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00:00 – 🌱 Business Growth & Farm Evolution

09:47 – 📊 Sales Strategy Evolution

20:43 – 🔬 Crop Management & Consulting

31:03 – 🧪 Fertilizer Optimization

40:51 – 🤝 Distributor Considerations

51:09 – 📈 Strategic Growth Decisions