Longstanding Farm Traveler Podcast Hosts Harvest Joy Personality and Photographer Alexandra Molumby

SAN DIEGO, CA - From the medical to the agricultural fields, hopping across categories with a photographer’s eye and a storyteller’s voice, there is a reason Alexandra Molumby brings a wide scope to marketing fresh produce.

In a recent Farm Traveler podcast, Bard Valley Natural Delights' Senior Brand Manager and the mind behind Harvest Joy discussed how she brought her dream of marketing in the produce industry to life and her belief that the best creativity comes from partnership and boundless thinking.

“I started Harvest Joy taking pictures of farmers and their produce,” Alexandra said, talking about the wonder of seeing her photos in grocery stores like Sprouts and Albertsons. When I followed up with her on how this unfolded, she laughingly explained. “Harvest Joy started when I borrowed a camera and began visiting farms to photograph the people and produce behind our food. I just wanted to connect people to where their food comes from, but over time it turned into something bigger.”

Reflecting on the opportunity to visit farms all over the United States, capturing photos and video content for marketing and social media, a large part of Harvest Joy’s purpose has become spotlighting and championing seasonality.

Speaking specifically to flavor, she discussed the early picking for items like strawberries to make long trips and how that impacts the eating experience. But she was quick to point out that “local” is a more flexible term than consumers realize.

“I would honestly consider anything growing in the United States to be local because it can get to the grocery store in 24 hours,” Alexandra said, explaining how she works to pin what is in season to the Harvest Joy page so it is easy to access.

In building a successful brand both for herself and for the produce companies she has served, Alexandra called out the importance of a focal point—like spotlighting what’s in season—in the success of any marketing strategy.

“I've learned to be open and then always just have one call to action. Otherwise, people get too confused about the purpose of the campaign, so I think that's really important to have,” she observed.

You can listen to Alexandra dive into this and so much more by listening to the full episode, 251 of Farm Traveler, here. In addition to her work for Bard Valley Natural Delights, she continues to photograph and spotlight the industry through Harvest Joy. To get in touch regarding collaborations, photography, or industry projects, connect with Alexandra on LinkedIn or follow Harvest Joy on Instagram @harvest.joy. For a deeper dive, continue to keep an eye on AndNowUKnow!