My journey - Eco-Huerto

Context

Ecohuerto is the evolution of a company named Earthbox México, which emerged from the convergence of several social projects. Its founders, Robert Patterson (The Growing Connection), Margarita Alvarez (FAO and Selva Negra association), and agronomist Jose Sanchez (CUCBA), introduced the Earthbox containers to Mexico with the idea of selling them while also establishing gardens in marginalized and educational areas.

I joined the project as an intern, assisting with the gardening tasks and providing technical support for social projects for six months. After graduating, I became the head gardener and assisted in coordinating the project with SAGARPA. After the second year, my involvement in social projects decreased, and I focused more on the business model, which aimed to install and offer garden maintenance services.

Approach: Urban agriculture supplies and training

Supplies:

Ecohuerto containers
Substrate
Seedlings
Repellents
Organic fertilizers

Services:

Garden design consultancy
Design and installation services
Training: courses and classes
Maintenance services

Alliances and colaborations

Acomplishments:

Once people understand the dynamics of food cultivation, a journey of awareness begins.
The market potential in the sector is significant.
People need a personalized experience to get involved.

Learnings:

Government and association-managed projects often lack clear and budgeted follow-up, limiting the viability of proposed solutions.
To achieve a profitable and coherent business model in the sector, a committed team, appropriate infrastructure, branding expertise, sales strategy, and customer follow-up are essential.
Neglecting the financial aspect of the customer experience results in miscalculated business models and incorrect pricing.
Achieving satisfactory results requires a dedicated and dynamic team.
While personal greenhouse installations are a good source of income, providing maintenance service presents challenges in customer support.

Objective and Personal Achievements in the Framework of Food Sovereignty:

Initially, my hypothesis was that by making food cultivation accessible and simple, people would understand the importance of environmental care and contribute to achieving food sovereignty solutions. While this hypothesis was partly true, I realized after two years of experience that providing tools and resources alone was insufficient. Convincing and training individuals was equally crucial, which involved a long process of personal learning for each client.

Through Ecohuerto, I strived to promote sustainable practices and educate individuals about the significance of food cultivation. This project enabled me to better understand the importance of a comprehensive approach to food sovereignty, encompassing not only access to resources but also the need for continuous education and support.

Portfolio