Meet the Founder Series: Interview with Michael Currin, CEO of Homefarm
When most people think of modern farming, they’re likely to picture hydroponic farming, aquaponic systems, or even the futuristic vibe of aeroponic farming. But how many would have thought it possible to not only bring farming home, but into your home? That’s exactly what Michael Currin and his team at HomeFarm are doing with their innovative indoor farming systems.
What was supposed to be a quick 15–20-minute chat with Michael, the Founder & CEO of HomeFarm, quickly turned into a 45-minute-deep dive into the future of sustainable living. Michael, the man steering the ship, shared his passion and vision with an infectious energy that made it impossible to stick to the clock.
But the conversation didn’t just stick to farming, we uncovered some pretty interesting stuff about Michael himself. Let’s just say, he’s full of surprises, and not just the green, leafy kind—turns out, he’s got a knack for storytelling that’s as compelling as his farming innovations. From the challenges of building a business to the surprising ways people are embracing homegrown produce, Michael’s stories were as enlightening as they were entertaining.
It’s clear that HomeFarm isn’t just about growing food, it’s about cultivating a new way of living. If you’d like to know more, here’s how our conversation with Michael went. Safe to say, we left the meeting not just informed but genuinely inspired by what’s growing behind the doors of HomeFarm.
1. What is your role at Homefarm, and what does a typical day look like?
As the CEO and main driving force behind Homefarm, my days are quite varied but include some core responsibilities. Managing my workforce is a key part, delegating tasks to employees, contractors, and consultants. A significant portion of my time is spent handling logistics and customer service. We have clients across Gauteng and the Western Cape which need to be serviced with deliveries, fleet maintenance and overall customer satisfaction. As the face of the business, I do need to travel a lot; meeting with customers and suppliers frequently.
I’m also deeply involved in strategy development and fundraising. As a pre-profit scale-up with a subscription-based fleet of farms to build; Homefarm requires fund-raised capital and we’re working towards securing a substantial investment. My role also involves driving growth by acquiring new customers and developing our overseeing product development.
2. What inspired you to start Homefarm, and what problem were you trying to solve?
I believed in what indoor farming technology could offer in decentralizing agriculture, enabling individuals, communities, and businesses to meet more of their fresh produce needs by growing it on-site. It wasn’t necessarily a problem I identified as opposed to an alternative way for people to source produce, which came with a myriad of advantages. Growing up with a vegetable garden, I understood the value of growing one’s own food.
Homefarm isn’t about replacing traditional agriculture but about addressing specific challenges around logistics, availability, freshness, nutrition, and sustainability by bringing farming closer to the end-user. Our offering has evolved over time, with our Farming As A Service subscription model proving to be successful and scalable.
3. If you weren’t in your current profession, what would you be doing instead?
If I wasn’t in engineering or design, I may have pursued law or even a degree in PPE – Politics, Philosophy and Economics. Something with a social or environmental justice focus.
Beyond that, I would love to work in product development or strategy for a company like IKEA or LEGO, I’m a huge LEGO fan! I’m what they call an AFOL, Adult Fan of LEGO!
Later in life, I’d like to get involved in social impact projects or even politics, but only after I’ve established myself in business.
4. Who is your role model and why?
My parents. Not necessarily in terms of profession, but on a fundamental level, values, principles and drive. I’ve been fortunate to have great role models in them!
5. If you were lost on an island, what three things would you want with you?
- A lighter – Easier to start a fire than a flint.
- A pot – To boil water and make it drinkable.
- Clothes – This is one is inspired by the survival show Naked and Afraid, where contestants struggle in the harsh wilderness without proper clothing.
6. What’s your favourite quote or best piece of advice you’ve received?
There are two quotes I think about often:
“If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” – Albert Einstein
“A bad decision is better than making no decision at all.” – unattributed
Both speak to the art and science of decision-making, something I’m constantly refining as an entrepreneur.
7. If you could have dinner with any entrepreneur, who would it be and why?
Steve Jobs. His wisdom in product development, business strategy and leadership were ahead of his time. He was also an incredibly effective communicator, and I think a dinner with him would have been invaluable.
8. What’s one fun fact about you that most people don’t know?
When I was younger, I dreamed of becoming a stage performer, going into drama, directing or producing. I was involved in acting and singing in school and thought I might go into production or directing. In a way, what I do now is similar, I’m behind the scenes, building something creative, like a production, but in business.
9. If Homefarm had a theme song, what would it be?
‘Don’t Stop Believing’ by Journey. Its a song about hope, perseverance and believing in your dreams. These are attributes we have had to hold on to as a team during the ups and downs of our journey so far which I think makes it a fitting anthem for the Homefarm story.
10. What has been the biggest challenge in building Homefarm, and how did you overcome it?
The biggest challenge was being a pioneer in a relatively new space with little market validation. There weren’t many benchmarks or statistics to rely on, so we spent a lot of time understanding the market and refining our product-market fit. What got us through was our belief in the underlying value of what could be offered to the market.
11. How has Savant and the Build Programme helped you grow Homefarm?
The Build Programme gave us the space to step back and evaluate our business from a higher perspective. It allowed us to refine our communication, confirm our B2B approach, and make strategic introductions. The programme also provided time to build our business case and develop our pitch, which has had tangible benefits in our growth.
12. Where do you see Homefarm in the next 5-10 years?
I see Homefarm expanding into multiple international markets with offices beyond South Africa. We aim to continue innovating in alternative farming, decentralizing agriculture, and empowering customers to grow their own produce. We also see opportunities in urban development, collaborating with architectural firms and property developers to design and build bespoke, scalable farming solutions.
13. Lastly, does pineapple belong on pizza, yes or absolutely not?
People either seem to like fruit in savoury food or they cant stand it. I personally love pineapple on pizza. Add a bit of green Tabasco on a Hawaiian, and it’s even better!
