We had the good fortune of connecting with Connor Hiebel and we’ve shared our conversation below.

Hi Connor, can you walk us through the thought-process of starting your business?
The seeds of entrepreneurship were planted early in my life, a story that began with childhood dreams and evolved into the thriving venture that is Amelia Island Microgreens today. As a wide-eyed 5-year-old, I embarked on my first business venture, attempting to sell daddy long legs to my neighbors. A valuable lesson in supply and demand unfolded quickly – spiders weren’t the hot commodity I had envisioned. Undeterred, a few years later, I successfully sold candles to fund the purchase of a pet lizard named Curly, as in Larry, Curly and Moe. The desire to own my own business lingered through the years, a flame that never flickered. Little did I know that the next chapter in my entrepreneurial journey would be written during the unprecedented times of Covid-19.

Observing the empty shelves and lackluster produce during the pandemic, my parents and I decided to create our own garden. Yet, the traditional gardening process revealed itself as laborious and resource-intensive. It was during this moment of uncertainty that a hobby, growing microgreens, sparked a realization of their remarkable qualities – affordability, minimal space requirements, and rapid growth. Microgreens, occupying a fraction of the space of a traditional garden, could produce food within a mere 7 days, free from the challenges of weeding and pests. Their nutrient density, up to 40% higher than that of mature plants, further fueled my conviction that microgreens were a solution others needed.

A few months later, at the age of 14, I turned this conviction into action by creating my first microgreen kit. Drawing on seven years of growing experience, the kit was designed to be not just functional but also easy and enjoyable. Witnessing the transformation from concept to a tangible, user-friendly product was a culmination of time, planning, and passion.
From childhood dreams of selling spiders to the exciting realization of creating a business dedicated to empowering individuals to grow their own food sustainably, the journey of Amelia Island Microgreens is a testament to the power of persistence, innovation, and the enduring spirit of entrepreneurship.

In an era where environmental consciousness is paramount, Amelia Island Microgreens proudly announces a significant milestone on its journey — the successful acquisition of a $10,000 grant from FedEx and Hello Alice. This transformative grant is dedicated to removing 98% of single-use plastics from our microgreen growing kits, marking a momentous leap toward a more sustainable and eco-friendly future. Amelia Island Microgreens has always been more than just a provider of premium microgreen growing kits. With a commitment to fostering healthier lives and communities, we recognize the need to align our practices with environmental responsibility. The grant from FedEx and Hello Alice serves as a catalyst for our transition into a new era of eco-conscious growth.

The heart of this transformative journey lies in the creation of a meticulously designed and aesthetically pleasing box. This box isn’t just packaging; it symbolizes our dedication to reducing our environmental footprint. By eliminating 98% of single-use plastics, we’re making a bold statement that sustainable practices can be seamlessly woven into the fabric of daily life.
As we move into this new stage of growth, we celebrate not only the recognition from industry giants like FedEx and Hello Alice but also our team’s unwavering commitment to innovation. Our microgreen growing kits, once delivered in conventional packaging, are now presented in a beautiful and sustainable box, reflecting our dedication to both quality and environmental responsibility.

Beyond the reduction of single-use plastics, this initiative reinforces our pledge to contribute positively to the environment. It’s not just about growing microgreens; it’s about cultivating a greener, healthier planet for generations to come. We believe that every small step towards sustainability has a ripple effect, and we’re excited to be at the forefront of this positive change. This milestone isn’t just about us; it’s about our community, our customers, and every individual who believes in the power of sustainable choices. As you embark on your microgreen growing journey with us, know that you’re not just fostering personal well-being; you’re contributing to a global movement towards a more eco-friendly lifestyle.

Amelia Island Microgreens is thrilled to be pioneering a future where growth and sustainability go hand in hand. We invite you to share in our excitement, celebrate our commitment to a greener tomorrow, and join us in this journey towards a world where every box tells a story of positive change and resiliency. As we transition to more wholesale operations, actively seeking like-minded stores interested in microgreen kits, we’re not just growing microgreens; we’re sowing the seeds of positive change.

As we bid farewell to single-use plastics, we welcome a future where sustainability is not just a choice but a way of life. Amelia Island Microgreens — Growing The World Greener, One Kit at a Time.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

What sets Amelia Island Microgreens apart from the majority of Microgreen farmers is our unwavering commitment to education. While many in our industry focus solely on growing and selling microgreens, our unique approach prioritizes teaching individuals how to cultivate their own nutrient-rich, delicious, and economical microgreens. Although the more lucrative path lies in growing for customers, we firmly believe that empowering people to grow their own food aligns with our mission statement: “We are on a mission to educate and empower people to grow their own nutrient-rich, delicious, and economical food.” This commitment to education sets us apart from the conventional profit-driven model of microgreen farming.
In 2020, when we initially embarked on this venture, we found ourselves succumbing to the common trajectory of microgreen farmers—growing and selling to customers. However, an internal discord prompted a reevaluation of our mission. Growing microgreens for others did not align with our core purpose of fostering self-sufficiency and empowerment. “We are on a mission to educate and empower people to grow nutrient rich, delicious and economical food.” This realization fueled our redirection toward educating individuals, ensuring that our mission remained at the heart of what we do.
One source of pride for Amelia Island Microgreens is the longevity and growth of the business. What began as a hobby and a source of education has evolved into a thriving venture. We’ve successfully expanded our presence into local stores such as Coastal Cottage and Nassau Health Foods. The journey from a small start to a business visible in local retail spaces and shipments all over the United States showcases the resilience and sustainability of our brand.
The core satisfaction comes from serving people as they embark on a journey towards healthier eating. Witnessing individuals discover their “micro-green thumbs,” connecting with their families through our engaging projects, and experiencing an enhanced quality of life are sources of genuine satisfaction for each of us at Amelia Island Microgreens. Knowing that the very solution that helped me overcome debilitating health challenges is now contributing to the well-being of others is a profound source of fulfillment for me personally.
Amelia Island Microgreens stands out by offering a diverse range of microgreen kits. We cater not only to individuals but also to their four-legged friends, including cats, dogs, and even lizards. Our commitment to providing a variety of options ensures that everyone, regardless of their lifestyle or pet preferences, can benefit from the nutritional advantages of microgreens and fresh, live produce grown at home. Additionally, our product line features an innovative and visually appealing hydroponic Lettuce Grow Farmstand hydroponic grow tower.
In essence, what defines us is not merely the cultivation of microgreens but our dedication to education, empowerment, and a mission that transcends profit margins. Where growing greener and healthier isn’t just a business model, but a way of life.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
My number one favorite spot in Atlanta has to be the Georgia Aquarium. It opened when I was about five and we bought a annual pass that first year. It got a lot of use and my mom says I always visited like it was my first time!

The Atlanta Zoo is a special place to visit for young kids of all ages!

The Atlanta Botanical Gardens is one of the best places to spend a sunny day strolling through 30 acres of lush plants. It is a paradise which will have you forgetting you are inside a large city!

Stone Mountain is a fun day of hiking and history.  There are a number of different activities for people of all ages and activity levels.

While at the Georgia Aquarium, visiting the Coca-Cola Museum, Centennial Park and CNN are fun. Then tradition mandates a lunch stop at the Varsity for a chili cheese dog! Classics!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Thank you to all these amazing people who have supported Amelia Island Microgreens! In my darkest hours you’ve been my rock, as Mr. Rogers says, “Look for the helpers”- Yvonne Fenn of Coastal Cottage of Amelia, Jodi Henson with Small Business Development Center, Amanda Van Der Gulik Digital Creator and many more who aren’t listed, but are in my heart.

I couldn’t have made it this far without all my customers who have taken the time to share with me how much growing their microgreens have helped their health.  As I mentioned, teaching people how to grow microgreens is a passion, as this practice has been so important in managing my own health. Knowing that by sharing my passion, I am making a difference for so many people, gives me the motivation to push through the tough and overwhelming moments of launching a business.

The books that have shaped and encourage me to improve Amelia Island Microgreens are: Atomic Habits by James Clear, Profit First Mike Michalowitz, Peaks and Valleys Spencer Johnson

Website: https://ameliaislandmicrogreens.com/

Instagram: https://www.instagram.com/ameliaislandmicrogreens/

Facebook: https://www.facebook.com/AmeliaIslandMicrogreens

Youtube: https://www.youtube.com/@ameliaislandmicrogreens

Image Credits
Scott Moore – photo of microgreens on driftwood

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