Founder Portraits: Jake Goldberg and Luke Armstrong
October 17th, 2019
Jake Goldberg and Luke Armstrong launched NIKU Farms in late 2018 and joined the SVZ in February the following year. On a mission to connect local farmers with health-conscious consumers, the platform promotes small scale farmers in Ontario who are raising their animals the natural way on pasture–no antibiotics, no added hormones, and non-GMO. They started their company so people can make sound purchases that are better for the environment and their health, while improving local farmers' income.
What makes you both passionate about supporting local farmers and ethical farming and how did this lead you to start NIKU Farms?
Jake: Once we started to question the meat we eat with our families, we discovered that the meat sold in most grocery stores and butcher shops comes from a broken system that is damaging to farmers, animals, the environment, and the health of consumers. We understand that consumers want a change, and they are more than willing to spend a few extra few dollars for high quality, ethically raised meat.
Luke: We've built NIKU to make this change convenient and straightforward for other conscious consumers. We simplify the process by hand-picking the best farms that raise animals the right way. Together with our partner farms, we're on a mission to provide everyone in our community with easy access to high quality, healthy and responsibly raised food.
How did you both come together to start your own company and what is your favourite part about being a pair of founders?
Luke: We used to work together as management consultants. Jake left consulting first and started working on NIKU Farms. It only took a few months of convincing before I jumped on board.
Jake: Being an entrepreneur is challenging but we have each other’s support. We know our strengths and weaknesses and we’re able to complement each other’s skill sets.
Why did you apply to the Social Ventures Zone?
Luke: We wanted to be in a space that understood our mission and values and gave us an opportunity to work amongst people with a similar mindset. The Social Ventures Zone has supported our business from the beginning, pushing us to think about the impact we’re making–not just on our customers, but on our farmers, the environment, and society as a whole. One of the most meaningful ways the SVZ has supported NIKU Farms has been helping us to define our brand and find clarity on our true mission.
"The Social Ventures Zone has supported our business from the beginning, pushing us to think about the impact we’re making–not just on our customers, but on our farmers, the environment, and society as a whole."
How has NIKU Farms grown since starting and what’s been some of the highlights for the farmers and for yourselves as founders?
Jake: We are now partnered with 7 different farms and we’re still in the process of growing. One of our first farmers has significantly grown their business, and we take pride in knowing that we played a role in their success. Writing bigger cheques to our farmers each week is an amazing feeling and our relationship with farmers gained the attention of The Globe and Mail. (external link)
Luke: Another notable highlight for us was launching biodegradable packaging (external link) . Food subscription boxes create excessive plastic waste. We encourage other Canadian companies to join us in switching to a more sustainable option like Green Cell Foam. With Canada poised to ban single-use plastics by 2021, we believe the time is now.
What is your favourite part about being social entrepreneurs?
Jake: Knowing the impact we make on the lives of our farmers keeps us going each and every day. We know thanks to our company people have an opportunity to eat better and our farmers get a fair reward for the work they put in. As an entrepreneur, you have a choice of putting your values first and that’s exactly what we decided to do at NIKU Farms.
What’s next for you and NIKU Farms?
Luke: We want to continue to support local Ontario farmers the best way we can and to ensure that folks in Ontario have access to pasture-raised meat products.
Jake: We recently launched our podcast, On Pasture (external link) . A conversation is the foundation for most great ideas and innovative ways of understanding the world. Through this podcast we want to get people talking and taking action in their communities and promote good nutrition and better health, as well as practicing and encouraging environmental sustainability in the brands they use and the food they eat. If you want to engage with your local food community, this is the podcast for you!
