Lillian Zhao was an investor in the natural organic food space. The global, according to Grand View Research. Organic farming practices use fewer pesticides than traditional agriculture, and the produce is often fresher and more nutritious. Organic farming is better for the environment. Practices enhance soil and water quality; reduce pollution; provide safe, healthy livestock habitats; enable natural livestock behavior, and; promote a self-sustaining cycle of resources on a farm.
Robust content attracted a strong community. Zhao researched her community to find out what products they relied on. Her original intention was to manufacture a brand of shakes and energy bars. However, she discovered that not everyone consumed these foods and nearly everyone took supplements. Advances in nutritional science would allow her to innovate and create better supplements.
In addition to its website, the company has a significant social media presence and email following. One way Further Foods built its email list is with a free 7-day sugar detox challenge. In the course of 3 years, 40,000 people have signed up. Zhao chose to bootstrap the business until she knew she could deliver a return on investment . She was fortunate to have built enough savings to support herself for 3 years — which is how long it took her to build content and community.