SAN DIEGO, CA - The stories and experiences our industry offers align perfectly with everything customers seek, if only we could bring them to the fields. But the sad fact is that many consumers will never stand where their food is grown.
This is where industry advocates and creatives like Alexandra Molumby are crucial to growth. The photographer, videographer, and personality behind Harvest Joy Design is closing that distance one visit at a time.
"Harvest Joy started when I borrowed a camera and began visiting farms to photograph the people and produce behind our food," Alexandra shares. "I just wanted to connect people to where their food comes from, but over time it turned into something bigger."
That "something bigger" now spans farms across the United States, where she captures photos fresh produce companies can use in their marketing materials and creates video content designed to show shoppers exactly where their food comes from.
“One of the easiest ways to figure out what's in season is, of course, you can always find a list of what's in season each month on my Instagram page. I always pin it at the top. But if you're in a store that doesn't have reception, for example, a simple way to look for seasonal produce is to actually look at what the produce managers are placing in the front of the stores,” Alexandra advised consumers via a podcast interview with longstanding podcast Farm Traveler.
The potential of those visits she and the Harvest Joy brand are making was on full display during a shoot with Hitchcock Farms at their baby iceberg fields in Yuma, Arizona. While Alexandra was on-site, Chief Executive Officer and self-described "farmer-in-chief" Jeff Hitchcock spontaneously demonstrated the different ways to cut and serve baby iceberg—in halves, in wedges, as a lettuce bowl—and the resulting reel went viral on Instagram.
"I've long admired Alexandra's field photography—she has an incredible talent for capturing the beauty of farming, from the produce itself to the people behind it," said Lauren Hitchcock, Marketing Director for Hitchcock Farms. "Agriculture isn't always an easy subject to photograph, but Alexandra has a unique ability to showcase both its authenticity and natural beauty. The video ended up being quite the hit!"
That kind of authentic, unscripted moment is precisely what the visits are built to capture, and what Lauren says resonates most with consumers.
"I think many people feel disconnected from where their food comes from, so we always try to bring people along with us by sharing a real, behind-the-scenes look at the many facets of farming," she continued. "Alexandra captures all of it in such a fun, approachable, and authentic way, and her passion and creativity truly shine through in her work."
Connect with Alexandra on LinkedIn or follow Harvest Joy on Instagram @harvest.joy. And as we continue to help spread the industry word, keep reading AndNowUKnow.
Companies in this Story
Hitchcock Farms
Founded in 1989, Hitchcock Farms is a grower-packer-shipper of premium fresh produce. Headquartered in the fertile…
