We had the good fortune of connecting with Harrison Goldfarb and we’ve shared our conversation below.

Hi Harrison, we’d love to hear about how you approach risk and risk-taking
“You realize how many bacon, egg, and cheese sandwiches you’re going to have to sell, right?” I didn’t expect my former company, or I guess anyone to understand why I was leaving my job as a consultant to the D.O.D, but I knew in my heart it was the right thing to do. After moving to San Diego knowing one person and a trepidatious housing situation during a worldwide pandemic, quitting to start a food cart seemed like a walk in the park. Furthermore, as a recent East to West Coast transplant, I knew that the only thing more satisfying than a good bacon, egg, and cheese, is knowing that I make the best bacon, egg, and cheese and I just had to share that with the people of San Diego. Even before taking this step I was no stranger to taking risks. I decided to deviate from the traditional path by backpacking South East Asia instead of accepting a job immediately after graduating. It was in Thailand I learned the power an ice cold coconut can have. As I was selling BEC’s on the boardwalk I thought to myself “shouldn’t I add coconuts to the menu?” I had a craving only real young Thai Coconuts could satisfy and it seemed like the rest of Pacific Beach did too. After a couple of months of selling both BEC and coconuts I completely pivoted to coconuts and the rest is history.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I think what sets The Bitter Herb apart is that we try to think of the customer experience as if we are the customer. We give out free Capri Suns to every kid and whipped cream cups for the dogs. If someone offers to buy a coconut for a friend, we tell the recipient that the order will be a dollar off if they compliment the buyer.

I am most proud that we are creating a scholarship fund to coincide with The Bitter Herb, called The Grateful Herb, for underprivileged kids in the San Diego area. It certainly has not been easy, but with the support of my family and friends, I’ve been able to achieve what I never thought I could. I’ve learned that it’s important to be flexible and sensitive to what the public wants. For example, my idea to sell an original NY style bacon, egg, and cheese sandwich wasn’t the right fit for the San Diego beach crowd, so I adjusted it to a light California-style sandwich that people love. If I was to give advice, I would want people to know that sometimes crazy ideas have a way of working out. Even if it doesn’t seem like there’s a light at the end of the tunnel, if you have an idea you believe in, it’s worth pushing through!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
When coming to San Diego theres a few things I always suggest! First of all San Diego is the best place in the US to have no plans, so just enjoy the natural beauty and relax! La Jolla Cove is a really fun day as well as hiking around Torrey Pines; if you get a chance to play even better! In terms of food I always recommend Oscars and La Playa to get that San Diego-Mexican fix. My favorite two restaurants in the city are probably Herb & Wood and Born & Raised in Little Italy.

Who else deserves some credit and recognition?
I would love to shoutout my Grandpa Herb, who I comically named my company after. Grandpa Herb is a generous fellow but a tough food critic and I knew if I wanted to get into the food and beverage industry I would want an experience even he would appreciate.

I would also like to shoutout Eric Korn, my first boss when I was 14. He has Helped me throughout the process and has been a mentor since day 1.

Lastly, I would like to shoutout Felix Bagunchinsky of Pourboy Coffee Company. His creativity and compassion inspired me to create The Bitter Herb. While on the boardwalk, Felix took the time to answer every question I had and I cannot thank him enough!

Website: thebitterherb.co

Instagram: thebitterherb.sd

Image Credits
Kristine Herman Photography David Kindness Type 1 Wild

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