Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Julian Axmann, Founder of Safi Sana, located in Victoria, BC, CA.

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

Safi Sana focuses on bringing about change through food. Because what brings us together more than our shared meals? Eating is also one of our most consistent and intimate interactions with the world around us. Causes such as saving endangered rhinos and creating new opportunities to connect people with where their food comes from inspire us to keep creating and sharing.

Tell us about yourself

I grew up on an organic farm in Tanzania. The family farm was based on selling to companies that package and retail our herbs and spices. Anyone who speaks with farmers can attest that this is not always a favorable transaction for those who grow our food. I am motivated to sell foods I know where and how they are grown because I wholly believe that good food makes life better - not just for you and me but for the planet too.

What's your biggest accomplishment as a business owner?

Getting a deal with a distributor to expand Safi Sana's outreach.

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

Growing Safi Sana meant dedicating hundreds of hours to learning new skills and trying different things. I want to scale Safi Sana up now, but I had to accept that I cannot do so while working full-time as an environmental campaigner. Instead, I decided to pivot and bake in a charitable contribution to each product ($1-2.50) and operate the enterprise on a not-for-profit basis.

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

Think about why you want to do your business. And then think about it again after several months in. Think about it again a couple of years in. You only have so much time and energy; try to spend it well.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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