Bloomberg Businessweek Hoboken Farms Nets $4 Million in Fresh Funding
Feb 17, 2026
Brad Finkel, founder and CEO of Hoboken Farms, turned a local delivery into a national supermarket brand. He recounts starting at farmers markets and scaling quality control. He discusses navigating tariffs and costs, why customers pushed them into sauces, and how a surprise $4 million Series A will fund expansion down I-95 and new products like pizza sauce.
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Consumers Are Cautious And Value-Driven
- Consumers are scared and confused, which makes planning and spending unpredictable.
- Brad Finkel sees more home cooking and demand for high quality at value prices.
Today's Moment Feels Like Crisis Plus Recession
- Brad compares today's uncertainty to a mix of 9-11 and the recession because of fear plus confusion.
- He emphasizes the difference between executive optimism and everyday consumer fear.
Prioritize Stability In Small-Business Planning
- Plan for stability because small-business forecasting needs predictable inputs like ingredient costs.
- Anticipate tariff and cost shocks and build buffers into pricing or purchasing.