Like many young people growing up in Milwaukee, Jalen Greenlee didn’t think he’d stay here after graduating school. Now, the 22-year-old rising entrepreneur is on a mission to change the city with his fruit box subscription startup Flora Fruit Co. The company aims to increase access to healthy food options, particularly in communities that are deemed food deserts. Customers order boxes of fresh produce online and Flora delivers to their door on a weekly basis or as a one-time purchase. With the goal of eradicating all Milwaukee food deserts by 2025, Flora uses a portion of its proceeds to donate fruit boxes to families and organizations in those areas.
September 2020: While attending business school at the University of Wisconsin-Oshkosh, Greenlee felt the itch to launch his own venture. A friend gave him a challenge: come up with a business concept within 30 days and get going. After reading up on entrepreneurship and brainstorming ideas for scalable businesses, Greenlee couldn’t get an idea for a fruit box delivery service out of his head.
October 2020: Under the guidance of a couple of his mentors, Greenlee mapped out his vision and began market research. He sent a survey to 50 family members and friends to find out if they’d buy the product, and if not, why? If they would, at what price point? The feedback was positive.
November 2020: Flora Fruit Co. launched in southeastern Wisconsin. Within the span of two weeks prior, Greenlee had developed the startup’s brand – including its logo and website – and tested and tweaked the product by giving away 25 boxes to family and friends.
April 2021: After six months in operation, Flora had grown to 30 subscribers and $23,000 in revenue. Greenlee secured growth capital through pitch competitions and grants, including through the Jrue and Lauren Holiday Social Impact Fund, and was accepted into gener8tor’s summer 2021 gBETA program.
Fall 2021: Greenlee gained a business partner in Andres Elejalde, vice president of strategy and product development at elja Life Sciences Inc., to assist with operations, marketing and strategy. Upcoming big milestones for Flora include dropping ‘fruit’ from its name and adding vegetables to the product mix, as well as launching a business-to-business arm.
