In this Side Hustle Spotlight Q&A features Danny Trejo, an insurance agent who started a home citrus growing business through Citrus in 2020.
Where did you find inspiration for your side business?
I began working on Via Citrus shortly after moving to New York, inspired by nostalgia for the citrus groves of Central Florida. I grew up in a large citrus nursery filled with the sights and scents of orange blossom – a vivid part of my childhood that I have always loved.
While I have always wanted to be a part of the citrus nursery business, I wanted to contribute in a different way that not only brought value to the business but also meaning for myself. The distance from my roots, combined with the desire for the familiar scent of orange blossoms, gave me the idea of sharing this piece of my home with others. That’s when I realized I could educate others on how to grow citrus trees, no matter where they were located, by opening an online store.
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Image credit: Courtesy of Via Citrus
What were some of the first steps you took to get your side business off the ground? What were some challenges?
At first, I was faced with the daunting task of creating an e-commerce platform. With no prior experience in websites, I had to start from scratch, learning the ins and outs of online retail, from design to development.
At the same time I faced the important step of defining our product line. Given the great diversity of citrus varieties ranging from oranges, lemons, limes, mandarins and grapefruits, I had to decide which ones to offer. This involved researching the growing habits of citrus fruits and the unique selling points of each citrus type to curate a selection that would appeal to a broad audience.
Equally important was determining the size of the plants Via Citrus would offer. This decision represented a delicate balance. On the one hand, offering plants that are too small could lead to disappointment from customers, who may not immediately appreciate the beauty or potential of their purchase. On the other hand, larger plants, while more visually appealing and close to fruiting, would incur prohibitive shipping costs, making them less accessible to a broader audience. This required careful consideration of citrus plant growth stages, shipping logistics and customer expectations to select the size that offered the best value for our customers and the company.
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How long did it take you to see consistent monthly revenue? How much did the side hustle make?
The first two months saw less than $1,000 each thanks to family and friends who supported the launch of Via Citrus. However, it wasn’t long before we were averaging around $7,000 a month in revenue, with May (Mother’s Day) and December (Christmas) being our busiest.
What’s your average monthly income like now?
We see $36,000 a month in sales. May and December continue to be our best sales months.
What do you like most about this side hustle?
It keeps me in touch with my roots – pun intended – by working on this project with my dad. Growing up surrounded by citrus, where my father dedicated over 40 years of his life, profoundly influenced my appreciation for growing and caring for citrus. Now, as the person behind Via Citrus, I am able to maintain and strengthen this bond despite being six hours away from the farm. Via Citrus serves as a vital link to my father and the work he continues to do. It’s not just the grower: he’s out there selecting and packing every citrus plant we send to our customers. This hands-on approach ensures that every plant we deliver carries with it a piece of our family’s dedication and love for citrus growing.
Image credit: Courtesy of Via Citrus
As you look at the future of the company, what excites you most?
The booming plant-based sector and the significant steps we are taking to grow alongside it excites me. As our world becomes increasingly digital, people are turning to gardening and houseplants as both hobbies and home decor to take a break from their screens. This trend represents a promising opportunity for Via Citrus, as our unique citrus plant offering aligns with this growing interest.
What is particularly exciting is our recent purchase of new land for the development of additional greenhouses. These new greenhouses will have the ability to increase our variety of citrus offerings, improve our growing process and ensure we can meet growing demand from our customers.
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What is your advice to others hoping to start their own successful side business?
Don’t worry about making everything perfect, pitch your idea and listen carefully to your customers. For me, I wanted everything to be perfect the first time: the perfect looking website, the perfect variety, the size, the packaging, the images, etc. I spent too much time perfecting it. Perfection is a bit of a double-edged sword. No one saw my website or bought my citrus plants. Therefore, my pursuit of perfection limited my ability to get consumer feedback to improve something. Finally, after years of planning and perfecting, I launched the website. The few customers who engaged became valuable sources of feedback. Their insights helped us refine our offerings in ways I hadn’t anticipated.
It’s important to spread the word about your product, even if it’s a limited run. Early feedback provides incredible insights and can steer your business in a direction that better meets the needs and preferences of the market.