Meet a Connector: Elif in Istanbul, Turkey

Connector Elif Soykan has her feet in two worlds: Istanbul and Los Angeles.

She grew up in Turkey, where she studied sociology, but found herself drawn to Hollywood post-graduation where she worked at an advertising agency. Unfulfilled, she returned home after a few years.

Back in Turkey, Elif transferred her love of meeting new people from different cultures and backgrounds into a job as a cross-cultural consultant.

Elif hopes to use this training to its fullest in her new role as a Connector on both the Istanbul and Los Angeles Teams.

“As a cross-cultural trainer and a coach, I believe I can show people how powerful they are, how beautiful they are, and how much value they can bring to life to make it better,” she says.

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Elif on her terrace in Istanbul
(photo courtesy Elif Soykan)

Elif naturally connects others in her social circles all the time, but admits that when it comes to herself, one of her weaknesses is asking for help.

With the Idealist Network, she’ll use this focus on others to her advantage and help Istanbul become better connected. There are a lot of nonprofits in the city, but bureaucracy, lack of consensus in organizations, and commitment on behalf of volunteers can be challenging.

Still, Elif is hopeful. Next week she’ll be meeting with another Connector in the city to talk about how they can best pool the city’s resources.

“Sharing is so valuable. I’m afraid that in this new era, we’re losing it,” she says. “This Network gives me hope to unite again for the ultimate goal: make the world a better place.”

Do you live in Istanbul or Los Angeles? Join Elif! Live elsewhere? Look for a Connector Team near you or start one of your own.

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Food justice leader Nikki Henderson on talking about food, health, and race

This week’s spotlight: all things food.

Nikki Henderson—Executive Director of People’s Grocery in Oakland, which supports community-driven solutions to food insecurity—was raised by health-conscious community activists in a household with seven older foster brothers. Her whole life has been shaped by the marriage of social justice and healthy eating.

“I can’t detangle them. I’ve never been able to detangle them,” she says. “It lives very presently because Trayvon Martin was going to the liquor store to get Skittles and iced tea. That’s what he was doing when he was out late at night. That’s what many of our kids do.”

 

Her advice to people interested in getting involved in food justice in their community?

Be a translator who can reach out to people different from you. Don’t be afraid to start conversations about the messy overlap between health, poverty, power, and race.

“If you have the opportunity to be a bridge, be a bridge.”

Watch the video for how to do just that.

Tell us about a time you were a bridge in conversation about a charged issue.

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How one company is bringing the farmers market to you

Each day, people like you have ideas on how to make the world a better place, but don’t know how to put their ideas into action. To help you take the first step, we’re profiling social entrepreneurs who are tackling issues that are important to them, one step at a time.

The idea

Here in Portland, Oregon, farmers markets are as common as bearded guys on bikes. I know I’m lucky, and I try to go to the one nearby my house every Sunday. Sometimes it doesn’t happen. So I end up buying produce at my local supermarket. And almost always, the tomatoes and peppers I buy are pricier, and just not as fresh.

Screenshot of an online farmers market.

But what if I could get what I needed delivered to the Idealist office every week?

That’s the idea behind Farmigo, a startup that’s disrupting the traditional industrial food complex as we know it.

It works like this: you, or someone else, starts a food community at a workplace, school, community center, or anywhere you visit daily. As a member of that community, you go online to the Farmigo website and choose what seasonal items from local farmers you’d like to buy: meat, fish, vegetables, baked goods, coffee, and more. The farmers then deliver the goods on a designated pick-up day. No chemicals, no handling, no middleman – and your dinner is as fresh as a chicken’s egg.

“For the person who understands the value of eating healthy but is not able to access enough healthy food, Farmigo just made it easier,” says founder Benzi Ronen. “For the folks who have wanted to get involved and become part of the solution, Farmigo provides concrete steps to take action.”

For the farmers, logistics aren’t as worrisome anymore. “Traditionally farmers are good at growing food, and sometimes we need help with marketing, sales, information management, and more,” says Nick Papadopoulos from California’s Bloomfield Farms Organics. “Farmigo is helping alleviate a whole host of pain points for us.”

Since becoming a part of Farmigo six months ago, Bloomfield Farms Organics has been able to connect with a whole new audience both online and offline  — more people have been attending their U-Pick Sundays, for example — as well as fostered collaborations with other farmers. When Nick meets with other farmers in the state, he asks questions, shares best practices, and bonds over the shared Farmigo identity.

This all sounds good and all but you might be thinking, What about the other food systems out there?

“Farmigo complements the farmers markets and CSAs by appealing to a segment of the population that were looking for fresh-from-harvest food in a more convenient fashion. Farmigo stands on the shoulders of giants; farmers markets and CSAs,”  says Benzi.

Obstacles

A couple years ago, Benzi, a decade-long Internet entrepreneur and executive, was about to start a family. “I started thinking, What kind of food did we want to have in the house to feed our baby?” he says.

Between awareness about eating healthier on the rise, the Internet reaching a tipping point where almost everyone is connected, including farmers, and social networks empowering people to influence one another, it seemed the perfect time to launch such a company.

Still, Benzi had challenges getting Farmigo up and running:

Obstacle: Lack of knowledge about farming
Solution: While Benzi’s previous experience included building software for CSAs, he admittedly didn’t know the first thing about harvesting crops. So he went around the country to 100’s of farms and spent countless hours talking with farmers about their challenges and issues. He then created technical solutions based on those conversations.

“I’m not a fan of working in an ivory tower. I believe in quick iterations. I interviewed 20 farmers, created mock-ups, interviewed 20 more, created more mock-ups, interviewed the next 20, got more feedback. Now we are taking the same approach to figure out the best possible experience for the consumer,” he says.

Fresh seasonal produce from Monkshood Nursery in NY, a local Farmigo farm.

Obstacle: Setting up food communities
Solution: Not a fan of cold calling, Benzi’s strategy is to instead find and coach hyperlocal food evangelists who are willing to kickstart a community where they are.

He’s met with success, as companies have started to use Farmigo as a way to show staff appreciation. Brooklyn-based social media agency Carrot Creative, for example, sponsors $10 toward each Farmigo purchase as a wellness benefit. Microfinance organization Kiva orders office snacks from Farmigo, and gives credit on the site as a work incentive.

Obstacle: Cultural attitudes about online ordering
Solution: Nowadays most of us order almost everything online from books to plane tickets to flowers. But produce is still lagging, despite services like FreshDirect and Peapod.

“The way we’re tackling this is not trying to get whole world to shift and buy online. We’re focusing on gaining widespread adoption within many small communities,” says Benzi.

To get people in the habit of buying kale with the click of a button, the Farmigo team helps communities host cooking classes, recipe contests, nutritional speakers, and more, continually directing them to the online component. With farmers, it’s proving to be the reverse.

“We’re seeing that farming is now becoming the new cool profession. College graduates are excited to plow the earth but they also want to be entrepreneurs and have control of their business” he says. “These young farmers are Internet savvy and know how to use online media, social networks, and mobile applications to connect directly with their consumers. They’re pushing us to build better technological solutions for their needs.”

Obstacle: Making time for family
Solution: Benzi has one daughter, with another child on the way. “A lot of people think starting a family and raising kids are obstacles. It’s not an excuse. If you’re passionate about something, then go out and do it,” he says. It helps that he has an understanding wife who is as entrepreneurial as he is, and he’s careful not to schedule meetings during his daughter’s bathtimes or mealtimes.

Advice

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Farmigo food community delivery in action.

While only in NY and CA for now, the Farmigo family is ever-growing. Soon, they’ll be expanding to other U.S. cities and releasing a knowledge hub for farmers.

A seasoned entrepreneur, here’s how Benzi thinks you can move forward on your idea:

  1. Since entrepreneurs are naturally optimistic, have a naysayer on board. “Make sure you have a co-founder or life partner who is critical of your ideas and pushes you to tests assumptions,” says Benzi.
  2. If you have a critical component to your success, it’s important to have multiple alternatives. If you have a partner who is absolutely crucial, have a back-up. Have two customers? Have a third ready. “It makes you much stronger. Because things will always go wrong,” he says.
  3. Enjoy the process. With Benzi’s other ventures, it was all about the end goal of creating a company. “In my last start-up there were long periods of time that weren’t fun. It sounds cliché, but this time around it’s about the journey itself,” he says.

“Farmigo’s mission is about making healthy food accessible to all households – this is something that has a benefit for society,” he finally says. “We hire our team members based on passion for our mission. This is a long and hard journey and we need people who are inspired to pour their hearts into this every day.”

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Ready to kickstart a Farmigo community of your own at your workplace, school, or community center? Get started here

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