Interested in starting your own entrepreneurial journey in animal care but unsure what to expect? Then read up on our interview with Sandy Hansen-Wolff, founder and owner of New Heritage Feed Co., located in Richmond, MN, USA.

What's your business, and who are your customers?

New Heritage Feed Co. was created to provide a home-grown solution to the changing world of animal food. We started an animal superfood company that incorporates essential oil blends into our products. Our customers range from the backyard and urban chicken enthusiasts to larger farms who desire all-natural solutions to provide quality feed to their beloved animals. More than ever, the ingredients in animal food matter. Many well-known brands include unhealthy fillers in their feeds. Our product ingredients are consistent!

Tell us about yourself

I started in agribusiness almost two decades ago when my husband of 15 months passed away unexpectedly. I assumed the ownership and leadership of our agribusiness company, AgVenture Feed and Seed Inc. My passion for people and community is constant in all I do. Creating the New Heritage Essential Oil brand resulted from seeing the need for a drastic change in what consumers wanted in animal food. I produced a brand and product line that incorporated proven essential oil blends for animal food. The results are a healthier animal without all of the medications.

What's your biggest accomplishment as a business owner?

Creating a business turnaround with my staff and leadership team when my late husband died. I was new to the business, and the chips were definitely stacked against us. Everyone thought we'd fail. We created a company that loved people and served customers with honor and respect.

What's one of the hardest things that come with being a business owner?

People will comment, criticize and attack us for many decisions we make. When we lead a heart-based business and place our passion as a central force, this element can be disempowering. Also, keeping up with fast-changing times and pivoting our business models rapidly to stay ahead of the change curve.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Ensure that your heart and soul are aligned with your business and a big idea. This will make your work a lot more fulfilling.
  2. Ensure that you have passionate people on staff and support professionals.
  3. Stand your ground and also be kind. The best businesses succeed with conviction and care for others.

Is there anything else you'd like to share?

Share your story! I started speaking about how we turned around our company in very tragic and turbulent times. I now continue to speak at conferences worldwide on leadership paradigms, scaling companies, and building a people culture that flourishes.

Where can people find you and your business?



If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.