Monoculture is run by Daniel Nyman and Sanna Lundgren, who in recent years have established a growing blueberry farm in Jät, just outside Växjö. With the micro-grant Startgas, they were able to conduct a media workshop that has provided both new knowledge, a broader market, and a clearer expression for the brand.
Their journey has been characterized by curiosity, a desire to learn, and a fondness for diving into details. Through their work, they have built a farm where each plant is carefully monitored, analyzed, and nurtured to provide consistent, predictable results year after year.
– We thought that we want to be experts in something. Many who open a farm shop want to do everything, but we felt that we want to be the best at one thing, says Daniel, explaining that this is also how the name Monoculture came about.
From local cultivation to national sales
In their project application, Daniel and Sanna described how important digital development is for the next step in the company's journey: to find customers beyond the local area and build a long-term relationship with their target audience. The initiative also involves understanding what engages consumers and how to communicate a craft in a way that both inspires and builds the brand. Through Startgas, they had the opportunity to learn digital content creation, video production, and social media strategy.
– Our mentor has pushed so much for this. We said that it is very important that we cultivate a lot now, then she said ”no, it is very important that you are visible a lot now,” Daniel recounts.
When the workshop was conducted, they quickly noticed results, both in terms of new skills and greater reach on social media.
– We have learned a lot and then we have published all the new material now, and we have also noticed what works and what doesn’t. It was a bit surprising how well our videos performed, I had hardly published any moving images before, says Daniel.
– They have given a lot of spread beyond our follower limits, says Sanna.
Micro-grants as enablers
When the couple describes what it has been like to apply for micro-grants as a business, it becomes clear that they are satisfied with the process:
– This has been the easiest. Quick contact, very quick feedback, quick meeting, and processing in a short time. It has been wonderfully nice, says Sanna.
Their advice to others considering applying for support is to concretize their business journey and not just think about what they want right now, but what they will need in a couple of years.
– If you have a plan for a few years ahead, it is also easier to know what you need and why. We have really defined ourselves in this. It helps us justify what we are seeking support for, but it may also help the person you are seeking from to understand the benefits, says Daniel.
Strategy and visibility for the future
The work with Monokultur continues now with the same drive as from the beginning, but with a broader digital toolbox and a stronger identity on social media. For Daniel and Sanna, the project has become a way to deepen the story of who they are and where they are headed. A small project has led to great insights, and a clear direction forward. The next step for Monokultur is to take the lessons learned from the project and develop a long-term strategy that helps the company grow digitally in line with the cultivation.
Don't miss following their journey on social media and be inspired by their professional posts and personal videos!
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Published: February 2, 2026