Featured Member/Ambassador for Month – Madhavi Krishnan! // Featured Member // News // May 12 2016

The Doyenne Group, in our effort to raise awareness and effectiveness of female entrepreneurs in the Madison area, we’ve created a monthly spotlight on a local rising star. This month, come along with us in getting to know Madhavi Krishnan and her local business contributions.

Doyenne Group (DG):
 What business do you own/work for?

Madhavi: Square Harvest, Madison’s first online farmers market with home delivery service

DG: What is your background? What got you to where you are now?

Madhavi: I am a computer scientist. I have always been very passionate about food and its story. Two years ago, I felt it was the right time and place to be the change I wanted to see in our food system. Square Harvest is the perfect marriage of my training as a computer scientist and my interest in food.

DG: What made you decide to start your business?

Madhavi: I am very passionate about food. I wanted people to be able to conveniently get good food every day! I wanted to change how we access food. I wanted to create a transparent system in finding where our food comes from and how it is grown. I wanted to bring back the connection with farmers. Thus Square Harvest was born.

DG: What is your biggest accomplishment so far in life and why?

Madhavi: Every day is a new day – new goals to shoot for and new milestones to celebrate. I am very happy that today I am a mother of two running a business that I believe in, making the difference I wanted to see in our food system.

DG: What is your biggest accomplishment in your business and why?

Madhavi: I am very proud that I have been able to build a strong community of farmers and customers who have come together to make this a success. A typical grocery store requires a few million dollar investment and a large team of people to open its doors. I started with a few hundred dollars to rent space and a mini van to do deliveries myself. Today we have 100 farmers, 1000 customers and a small dedicated team. We have sold more local food that we thought we would sell. We run a green business with fraction of energy cost and save over 1000 miles in grocery store shopping each week. What one person can achieve is inspiring!

DG: What is the biggest obstacle that you have face while in business? What is the biggest fear that you have for your business?

Madhavi: Striking a balance between your ideals and being practical is challenge. There are times when you have to put your foot down and stick to what you believe in. There are times when you accept realities and move on. The biggest obstacle is reaching customers since it is a very personal and habit changing business. It is also the strength of this business as it is very personal and habit changing. So once we get a customer, they truly become our ambassador. Fear: In US, our expectation on cost of food and availability is unbelievable. Food is expected to be cheap and accessible year around and doesn’t reflect nature. I hope we are able to change that.

DG: If you could give one quote to live by, what would it be?

Madhavi: “Be the change you wish to see in the world” – Gandhi


DG: What words of advice do you have for aspiring entrepreneurs?

Madhavi: Have the courage to change the things you can, Accept the things you cannot change, And the wisdom to know the difference.

DG:  What does Madison need to encourage entrepreneurs to stay and grow their businesses?

Madhavi: Support system. Mentoring. Funding.


If you would like to know more about Madhavi and Square Harvest please explore their web and social media sites! Friend, like, and share her hard work and celebrate her success with us!


Located at: 1921 Sherman Ave, Madison, WI 53704, USA


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