Millennial Urban Farmers Launch 'Dot-Farm' Website


Establishing a brand identity is an important step in legitimizing a business to others -- and it's especially critical when you're still actively raising money for your idea.

New Yorkers Katrina Cegeura, 24, and Keely Gerhold, 28, know this well. The two have merged forces to launch an urban farm in Brooklyn that will supply high-quality, hyper-local produce to consumers, restaurants and markets.

But before any seeds are sown, they planted a big seed on the Internet: Tinyfield.Farm. The website articulates their vision for the rooftop farm they aspire to establish by early summer, as they continue navigating the ups and downs of being an emerging startup.

Armed with extensive farming knowledge -- Gerhold grew up on a farm in South Dakota and Cegeura grew up in California as avid farmer and gardener -- the two spoke with Name.Kitchen about forging the business together and how they chose its name.

Why did you two decide to join forces?

Katrina: When we met, we bonded over the long-term goal of potentially owning and operating our own farms one day and that idea of "Wouldn’t it be awesome to just own a bunch of land in California and farm year round?"

Keely: Last summer we were both working at different farmer’s markets and texting about just taking the leap and making something happen here in the city. Both of us live here with our partners in New York, and having both worked in agriculture here we knew we could make something great happen and do it our own way.

Describe the vision for this business.

Keely: Tinyfield is going to be a small-scale, rooftop farm growing organic vegetables and hops. Our goal is to provide hyper-local produce to consumers, restaurants, and markets. By creating a space to grow hops, we can connect brewers to local ingredients for use in the freshest possible beers. Our business acts as part of a movement for urban farmers to grow big dreams on a tiny field.

Why 'Tinyfield'?

Keely: Tinyfield conveys the space restrictions of farming in a city while still evoking an idyllic rural image.

How'd you land on this name?

Katrina: We threw around a few names over the course of a month or two. As we said, we definitely wanted it to reflect who we were, so that was important in eliminating names. We threw around a few ideas that were New York-specific, or that had ‘hop’ in the title. Like 'Mayhop' -- since we are both May babies. Or the 'Urban Hoppery,' 'Farm City Hoppery,' etc.

Keely: Ultimately we thought Tinyfield was a good reflection of both the farm and ourselves, but that a lot of dreams can happen on even the smallest of spaces.

Tinyfield Farm Website

Why did you decide to go with a 'Dot-Farm' [.FARM] domain?

Keely: My partner made the website for us, and he told us that Dot-Farm [.FARM] was an option. We said, "No way! That’s perfect for us!" It’s unique, young, and lets you know what we do. If I were searching for a farm and saw that, I would be like, “Oh they are probably younger and more Internet savvy." It’s not so antiquated, it’s new.

Katrina: I liked the way it looks and it seems simple. When you type the whole things into the browser. There’s nothing that isn’t related in that bar. When you type '.COM,' I don’t know what it means.” It is unique and fresh to have a Dot-Farm rather than the age-old and boring Dot-Com.

Why is the domain name important as you get this business off the ground?

Katrina: We are millennial farmers and want to communicate that young people are farmers and that it’s awesome. Something like Dot-Farm tells you you’re not getting your produce from the average old farmer ... but we love them too, since we are their daughters!

To learn more about this startup, visit the website.