This Side Hustle Spotlight Q&A features Danny Trejo, an insurance agent who started growing an orange business at home with Via Citrus in 2020.
Where did you get the inspiration for your side?
I started working at Via Citrus shortly after I moved to New York City, inspired by a nostalgia for the citrus groves of Central Florida. I grew up in a large orange nursery filled with the sights and smells of orange blossoms – a definite part of my childhood that I always loved.
Although I have always wanted to be part of the citrus business, I wanted to contribute in a different way that not only brought value to the business but was also meaningful to me. The distance from my roots, along with the longing for the sweet scent of orange blossoms, sparked the idea of sharing this part of my home with others. That’s when I realized that I could teach others how to grow citrus trees – no matter where they were – by opening an online store.
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Image Credit: Courtesy of Via Citrus
What are the first steps you took to get your side off the ground? What were some of the problems?
When I first started, I faced the daunting task of creating an ecommerce platform. Having no prior experience with websites, I had to start from scratch, learning the ins and outs of online marketing, from design to development.
At the same time, I tackled the important step of defining our product line. With so many types of citrus from oranges, lemons, limes, tangerines and grapefruit, I had to make some decisions about what to serve. This involved researching citrus growing techniques and the unique selling points of each citrus variety to prepare a selection that would appeal to many people.
Equally important was determining the size of the plants that Via Citrus would supply. This decision was a simple balance. On the other hand, offering very small plants can lead to customer disappointment, as they may not immediately appreciate the beauty or potential of their purchase. On the other hand, larger plants, although they look better and are closer to fruiting, would have higher shipping costs, making them less viable. easily accessible to many people. This required careful consideration of citrus growth stages, logistics and customer expectations to select the size that provided the best value for our customers and business.
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How long did it take you to see a steady monthly income? How much has side hustle earned?
The first few months saw less than $1,000 each from family and friends who supported the launch of Via Citrus. However, it wasn’t long before we were earning about $7,000 a month in revenue, with May (Mother’s Day) and December (Christmas) being our busiest months. the most.
What does the average monthly income look like now?
We are seeing $36,000 a month in sales. May and December continue to be our best sales months.
What do you enjoy most about this mess?
It helps me get in touch with my roots – pun intended – by working on this project with my dad. Growing up surrounded by oranges, to which my father devoted more than 40 years of his life, deeply influenced my appreciation for the cultivation and care of oranges. Now as a supporter of Via Citrus, I am able to maintain and strengthen this bond even though I am six hours away from the farm. Via Citrus serves as an important link to Dad and the work he continues to do. He’s not just a grower – he’s there picking and packing every orange plant we send to our customers. This hands-on approach from him ensures that every plant we bring has a part of our family’s dedication and love for citrus farming.
Image Credit: Courtesy of Via Citrus
As you think about the future of the business, what are you most excited about?
The growing plant industry and the important steps we are taking to grow it together excites me. As our world gets bigger, people are turning to gardens and houseplants for a hobby and home decor to take a break from their screens. This trend presents a promising opportunity for Via Citrus, as our unique citrus production complements this growing interest.
Of particular interest is our recent purchase of new land for the development of additional greenhouses. These new greenhouses will have the ability to increase the variety of citrus offerings, improve our agricultural operations and ensure that we are able to meet the growing demand of our customers.
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What is your advice to others hoping to start their own successful hustles?
Don’t worry about getting it right, start with your idea and listen carefully to your customers. For me, I wanted to get everything right the first time: a website that looks good, the perfect variety, size, packaging, images, etc. Perfection is almost like a double-edged sword. No one was seeing my website or buying my citrus plants. Therefore, my perfectionism limited my ability to get any customer feedback to improve anything. Finally, after years of planning and execution, I launched a website. The few customers who participated became valuable sources of feedback. Their feedback helped us improve our chances in a way I never expected.
It is important to get your product out there, even if your product is limited. First impressions provide incredible insight and can steer your side toward a path that meets market needs and preferences.
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