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Emerald Gardens

Roberto Meza

Roberto Meza

May 28 · 5 min read

How did you first learn about B12? What led you to select it as your website builder?

I first heard about B12 from my brother-in-law, Bryan, who works there as a programmer, and highly recommended the service for a growing startup like Emerald Greens. It was the perfect match. B12 was able to give us the flexibility we needed to play around with the website elements while guiding us in our first attempt at building a website.

When did you first launch your business’s website, when did you launch your B12 website, and what impact did your B12 website have on your business’s performance?

We first launched our website in early 2018, which was the point at which we knew an online presence was needed for Emerald Greens. Specifically, in my case, we wanted a website that . Coming from a niche industry like ours, we are trying to figure how we can use the website to generate value to our customers. This also explains why our initial website was used as a branding tool but recently, we started to shift our focus on sales through this platform. With B12, I was able to make amendments like rearranging the components of the website to match our focus.

We launched our website with B12 in early 2018. It was the first site we made for Emerald Greens and so expectations were high: we needed it to deliver brand awareness that would help us scale our business. My background is not in marketing, and so I have to learn as much as I could on the fly. Over time, we adjusted the site by moving away from focusing only on brand by introducing e-commerce and other new features to help us grow even more, and it’s thanks to B12 that I was able to make all that happen.

Visit Emerald Gardens online at

What’s one piece of advice you’d offer a business owner looking to launch a new website?

One piece of advice would be to look at as many websites as possible, identity those you find appealing, and then write down what exactly is it that makes them appealing. For me, it’s the psychological components of a website that appeals to me most. Figuring out why the arrangement of the website’s elements are attractive, and recognizing what catches your eye, are important factors to knowing what you want in your website, what will work, and what you will need to build in order to get the best result.

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Tell us about your business. What made you start it, when did you start it, and what’s been your biggest achievement to date?

I was in grad school at MIT for Visual Media but I soon became disenchanted by the field I was in. I didn’t see the art that I was making an accomplishment to the goals I wanted as an artist. That was when I became interested in the sustainability and organic movement and started interacting with more farmers. I was intrigued by the ability to grow our own food. It gave me a sense of fulfillment. Food and the production of food became the center of my exploratory journey into farming. While art was alienable to some people, I felt that the topic of food was an easier way of communication with them. It was an incredible epiphany to me. After I made that career switch, I’ve become really fulfilled this entire time. I basically left a full ride at MIT to farm! While it didn’t make sense at that point in time, it does right now.

The company is called Emerald Greens and we grow specialty microgreens year-round in Colorado which we then distribute to local grocery stores and restaurants. Microgreens are young seedlings of edible herbs and vegetables such as broccoli, peas, and carrots. The idea for the business began when I was in grad school at MIT for visual media. I had become disenchanted by my studies because I didn’t feel that the art I was making would truly help me achieve my goals, and food presented itself as a more impactful way to communicate with people. So after taking a job in gardening and learning what I had to, I moved to Colorado with a group of friends and we started our organic, sustainable farming business. We started at farmers markets before working our way to where we are today. It’s been an incredible journey and we’re excited to continue our growth.

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