''I don’t think you can truly enjoy something if it doesn’t come from hardship''
Felipe is the Founder of Hexagro - Empowering Anyone To Grow Healthy Food By Combining Modular Gardens, An Agronomic Guidance App, And A Community Of Urban Farmers. He has taken the challenge to answer our 20 Truth Questions, For us to gain some insight, And learn the Truth about the person behind the venture.
My TRUTH Story:
1. INTRODUCE YOURSELF IN THE THIRD PERSON TO A CROWD OF 10,000+ PEOPLE?
Felipe Hernández is the co-founder and CEO of Hexagro, An urban farming company based in Milan, Italy.
With roots in Colombia, Felipe has a diverse background that combines industrial design, management, and innovation. Over the past decade, he has channeled his expertise in product development, consumer electronics, and sustainable technologies to build solutions that empower people to grow fresh, healthy food in compact urban spaces.
He co-founded Hexagro with a mission to make urban farming accessible to everyone, offering modular, smart garden systems and digital services that connect people back to nature, regardless of their space limitations.
Felipe’s leadership style reflects his passion for leveraging exponential technologies and creating a positive social impact. With over 12 years of experience in deep tech, high-tech manufacturing, and entrepreneurship, Felipe has guided Hexagro from its inception to its current expansion across Europe and into the U.S. market.
Born in Bogotá, Colombia, and now operating from Milan, Felipe’s journey as an entrepreneur is deeply inspired by his drive to address global food sustainability challenges through innovative, user-friendly solutions. Felipe co-founded a startup in Colombia in 2021 called Siembra Vertical to enable the access to vertical farming technologies for small holder farmers in Latin America.
2. WHAT IS YOUR DEFINITION OF A TRUTH FOUNDER?
A Truth Founder is A founder that is addressing REAL problems while keeping loyal to its vision.
3. WHAT EVENT OR EVENTS HAPPENED TO YOU THAT INSPIRED YOU TO BECOME A FOUNDER?
When I was starting my masters studies, I was invited to make a graduation presentation about a project that had to do with sustainability.
My bachelor thesis was the starting idea for Hexagro and I presented it. At my graduation ceremony there was a Nobel Prize winner in the audience, Dr. Muhan Monasinghe, and he told me that was an amazing vision and I should pursue it.
After that I decided to try to make a startup out of it, seven years ago.
4. WHAT IS YOUR MORNING ROUTINE & RITUAL? I usually wake up around 7 am, without any alarms.
I open my windows and let the fresh air flow, I take a shower, and then I make my bed and I make some long coffee, no sugar, no milk.
After, I drink it while checking my agenda and I make a To-Do list, a 5 point Micro-win list and a 5 point Gratitude list (of the former day).
If I work from the office, I head to work, otherwise I set up my working space and start working.
5. WHAT MANTRA,QUOTE,LINE OR PHRASE DO YOU SAY OFTEN TO INSPIRE AND MOTIVATE YOURSELF? It is not a quote, but I just try to remember to live in the moment. Anything that can happen, good or bad, is just up to how we see it. Everything is going to be alright, just go one day at the time and never give up.
6. WHY DO YOU THINK PEOPLE SHOULD CARE ABOUT YOUR VENTURE? People should care about Hexagro because we’re empowering individuals and communities to grow fresh, healthy food right where they live, no matter their space limitations.
In a world facing rising food costs and environmental challenges, our accessible urban farming solutions connect people back to nature, improve well-being, and contribute to more sustainable cities.
By making urban farming mainstream, we’re not just offering a product - we’re driving a movement toward healthier living, greener environments, and a more resilient food system for all.
7. WHY DO YOU THINK YOU ARE THE ONE TO MAKE YOUR VENTURE A SUCCESS?
I believe I am the one to make Hexagro a success because I bring a unique blend of technical expertise, innovation management, and a deep passion for social impact.
My background in developing consumer products and working with advanced technologies has equipped me with the skills to create practical, scalable solutions that resonate with customers.
Additionally, my experience as an entrepreneur in both emerging and established markets has given me the resilience and adaptability needed to navigate challenges and drive Hexagro’s growth.
I’m deeply committed to our mission of making urban farming accessible to all, and I have the strategic vision, technical know-how, and leadership experience to turn that mission into reality.
8. WHAT DOES SUCCESS LOOK LIKE FOR YOUR VENTURE? ( START WITH: IMAGINE A WORLD... WHAT IF... WE WILL BE... )
Imagine A World where every urban household, no matter how small, can grow fresh, nutritious food right in their living space.
What If cities became greener, healthier, and more resilient because people took control of their food production?
We Will Be the platform that empowers communities to reconnect with nature, reduce their environmental impact, and build healthier lifestyles.
There’s deep fulfillment in knowing that our work is helping families access real food, educating the young about healthy eating and reducing their reliance on costly and unsustainable food systems.
Success for Hexagro is seeing millions of people worldwide using our solutions to transform their lives and be healthier and more sustainable, turning urban areas into thriving green spaces where food is grown, shared, and celebrated.
9. ANSWER THESE AS MANY TIMES AS YOU LIKE - I BELIEVE... I DON'T BELIEVE... I Believe that everyone should be concerned with trying to make our world a better place to live and be happy.
I Believe that people should be more frugal and avoid wanting to have always more and more.
I Don’t Believe that we can continue keeping the lifestyle we have today.
I Believe that everyone should follow their own path and discover or create their purpose in life.
I Believe that great companies or projects require enormous time and effort, anything that is really good in life is hard to get.
I Don’t Believe that success comes easy, I don’t think you can truly enjoy something if it doesn’t come from hardship.
I Believe that love, friendship and getting to know yourself are some of the most important things in life, at least, the ones I truly care for.
I Believe that we are in this human body, in this planet and this universe because we are meant to learn something from this experience.
I Don’t Believe that life is a random simulation by some alien machine.
I Believe that everyone is good inside, even the worse of the worse, very deep inside are human and good.
I Believe that it is possible that life out of this planet exists.
I Don’t Believe that we are alone in this universe.
I Believe that anyone has the capacity to do anything they want in their lives.
I Don’t Believe that everyone has their destiny written down.
10. WHAT'S ONE DECISION YOU MADE AS A FOUNDER THAT COMPLETELY CHANGED THE COURSE OF YOUR JOURNEY? In 2017, I left my full-time job to focus full-time on Hexagro.
I had no idea what I was doing, but I felt that it was the right thing to do. Especially because I was a neo graduate living outside my home country, in Italy!
Even though it was scary, I was very fortunate to have a good network of friends and people that supported me all the way. I am truly grateful for that decision!
11. WHAT DO YOU REGARD AS YOUR GREATEST SUCCESS PERSONALLY & AS A FOUNDER? I have been able to impact the lives of many people with my work, from former and current employees, to clients, friends, and partners.
I am very proud of the opportunities they have found, partially thanks to my contribution and work.
12. WHAT DO YOU LIKE MOST ABOUT YOURSELF AND WHY? I am a very positive person and I don’t give up easily. I also like that I see the good in everyone, regardless of who they are.
13. WHAT'S ONE THING YOU CAN IMPROVE ABOUT YOURSELF, AND WHY DO YOU THINK YOU HAVE NOT DONE IT BY NOW?
I think I can be more disciplined.
Sometimes It's hard for me to do something when I need to do it, probably this is something that has to do with my culture or just that I am lazy sometimes.
I try to do things that are not easy, but they are worthy, like working out or reading or study to improve my discipline.
I also write these “micro-wins” down to hold myself accountable.
14. WHAT'S THE BEST PIECE OF ADVICE YOU'VE EVER RECEIVED OR GIVEN, OR BOTH?
Never give up. keep on fighting and you will find your path. It was given to me, and now I keep it as a mantra.
15. ON A SCALE FROM 1 TO 10 - 10 BEING THE BEST. HOW WELL DO YOU THINK YOU AND YOUR TRUTH STORY IS CLEARLY UNDERSTOOD BY YOUR COMMUNITY? ( WHY NOT 10? ) Probably 6? I think sometimes people forget where I come from or what I have achieved and most importantly what drives me. But in general, people seem to remember few details.
16. WHO DO YOU MOST ADMIRE AND WHY? I really admire my mom. She is such a fighter in life, has been through a lot of challenges and has always been able to go out reinvented.
She is a very resilient person that has helped me to live, and the reason I pick her is that I witnessed all her struggles and achievements throughout my life. Not only that, but she is still working hard and changing, according to the situation, which is really amazing!
17. DESCRIBE YOUR VENTURE - ELEVATOR PITCH STYLE?
Did you know the USA urban farming market will reach 48 billion euros this year? this is fuelled by a critical challenge...
Urban families in the US struggle to eat healthy due to rising food prices and limited access to fresh produce BUT the biggest danger is hidden: 20% of fruits and vegetables contain concerning levels of pesticides.
Hexagro enables anyone to grow healthy food by combining modular gardens, an agronomic guidance app, and a community of urban farmers, making it practical and accessible for everyone even without experience.
Since 2021, we've sold over 4,000 units of smart gardens in Italy and now we're raising 2 million euros to enter the US market, where we've already pre-sold over 250 units of our new product since last October and just signed our first US distributor agreement.
Join our movement!
18. WHAT IS YOUR CURRENT MISSION STATEMENT OR MESSAGE + MARKET FIT FOR YOUR VENTURE?
At Hexagro, we transform the way people access healthy food, anyone can grow and access healthy food.
Hexagro enables access to sustainable healthy food by empowering people to learn how to grow with our modular gardens and a software platform to make communities more resilient.
19. WHAT DO YOU LIKE TO DO TO UNWIND AFTER A LONG WORK DAY?
I like to work out, make dinner, have some wine, watch a movie or go out with friends among others.
I also like to go out for walks and read in the park if it's warm.
20. WHAT WAS THE LAST THING YOU TREATED YOURSELF TO AND WHAT DID YOU CELEBRATE? I came to visit my family in Costa Rica to have some rest after some very intense months of work before summer.
I will celebrate my birthday with my family and friends after more than 10 years living in Italy at the end of August 2024!
BONUS QUESTION: WHAT WOULD YOU LIKE TO SAY TO ALL THE PEOPLE THAT ARE SUPPORTING YOU ON YOUR AMBITIOUS JOURNEY?
Thank you! I am deeply grateful for all your support.
Feeling that other people believe in my vision is fuel for me, it helps me to feel positive and overcome any difficulty.
Without your support nothing could be possible nor will be possible. Continue supporting this cause, is important for you, our planet and our society.
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