Rossi Mitova
Co-Founder and CEO
of farmhopping, 

© Mihail Novakov

Q: What are you most proud of?

A: I just don’t give up despite the challenges!

Saving farms with e-commerce technology

I have always been inspired by taking action and challenging the status quo. For example, I was against going to school as I disagreed with the way we were taught and felt that the classroom stifles all creativity and individuality. I refused to go, and crammed my exams for the next two years into one year. I spent that spare year travelling around Bulgaria, where I discovered the charm of the countryside and reconnected with nature.

During my final year at school, a big challenge came along. Michael, a longtime friend and my co-founder of farmhopping, wanted my help to save a farm in Bulgaria. I saw a perfect opportunity to combine three of my biggest passions: nature, food and business. In that moment, farmhopping was born.

The most challenging part of starting the business was (and still is!) learning to be a good leader. This includes selecting the right team and motivating them while keeping the structure of accountability and performance. It requires a lot of trial and error. I always take into account the feedback from our mentors and my team and work really hard on improving.

Rossi Mitova, 28, is the co-founder and CEO of farmhopping – an online marketplace where farmers can create and manage their own online storefronts and sell their products directly to customers. Farmhopping was founded in 2013 and has grown to 12 employees and over 90 farms. The company operates in Bulgaria and is currently working on expanding internationally. Rossi graduated with a degree in Financial Risk Management from Cass Business School in London.

This article was published in ‘the Hundert Vol. 8 – Female Startup Founders Europe’, May 2016.