Founder of Forest & Flour
Established: 2019 | Number of employees: 5
Website: forestandflour.com | Instagram: @forestandflour
“Health begins within. 'You are what you eat' isn’t just a saying, it is how we feed our lives and nourish our souls. Forest & Flour is a place where magic happens, where nature and creativity come together. Our ingredients are sourced with both time and care by using the highest standards and best practices we can provide.”
Why did you decide to start Forest & Flour?
The way I want to eat does not fit well with supermarket practices. I wanted something wholesome, healing, and back to the roots.
What has been your most impactful interaction with ICA, and why?
Before working with ICA, I felt alone and not understood. Business-wise, I just felt like there was so much I didn't know, and because of that, I didn't know what kind of questions I should be asking. It's true when people say that once you are in ICA, you become like family. Our cohort cheers each other on and is very supportive of each other. ICA made me feel heard, and that my mission mattered. ICA gave me a sense of direction. Now I know where to ask questions and find answers. I'm really excited to improve and learn how to be an inclusive business.
How have the challenges of the pandemic changed the way you think about your business and your responsibilities as an entrepreneur?
We need each other more than ever, even though the current climate can make it feel like we’re constantly being divided. It cements my belief that food brings people together, and in our case, we are running a business that is giving back to Mother Earth, who has been here for us since the beginning.
What’s your best piece of advice for aspiring entrepreneurs?
Business is a living thing that grows and evolves over time. Think about your vision and start working towards it one day at a time. Some days you will feel on top of the world—other days, you just want to dig a hole and hide in it. This is the ebb and flow of life. Keep your eyes on your goals.
How do you envision your business contributing to a more equitable small business ecosystem?
I know there is so much we can do. I want to make sure our team is taken care of—every single member. That means eventually everyone will have enough wealth to do what they want in life—and not just financially; we are talking about a broader sense of well-being here. I want my team to be happy. To feel like their work has meaning.
Running a business doesn't need to be only about profit. We can all thrive together. If each business makes one small change at a time, that adds up to big changes, wouldn't you say?