Alexandra Armstrong

Fare House Farms is a vertical, hydroponic smart farm that grows in an insulated shipping container. I started farming in the summer of 2020, when the world was mostly still shut down. With a business plan in place, I had to throw my plan out the window and start from scratch, as most of my planned customers (restaurants) could not operate at 100%. I started attending farmers' markets to sell my produce, and it was there that I gained a large customer base.

My weekly and monthly farm duties include:

• Sowing 200-600 seeds weekly.
• Transplanting seedlings into the vertical grow towers in the main cultivation area.
• Harvest produce, package it, and sell directly to consumers at the market.
• Mix water-soluble nutrients for the plants to eat.
• Filling the pH down container so the tanks stay at a level of 6.
• Sensor recalibrations are done biweekly to ensure sensors are working properly.
• Vertical grow panels and gutters must be cleaned every three months to ensure algae doesn't grow, and that we don't get a pest problem.
• Seedling water tank and main tank turnover is done every month to ensure the cleanliness of my produce.
• Keeping track of and managing all inventory of consumables, and ordering any materials needed for the farm.
• Balancing the books and managing any and all money coming in and going out.

• Balanced company books while supporting full-time accountants.
• Tracked and recorded weekly expenses and receipts from all employees.
• Organized and filed paperwork related to purchases, bills, payroll, and customer bios.

I drove adidas brand awareness through advocacy, sales, and visual merchandising in the Houston region.

• Cultivated relationships with over 30 retail store teams to enhance product knowledge.
• Conducted tech clinics and product demonstrations on technical running, basketball, soccer, training footwear, and performance apparel to showcase features and benefits.
• Developed training materials for new employees on technical processes and procedures.
• Assisted on sales floor to boost adidas sales and gather consumer insights.
• Updated monthly visual directives and planograms to uphold adidas brand standards.
• Maintained visual merchandising for Academy, Finish Line, Fleet Feet Sports, Foot Locker, and Six:02, and more.
• Performed marketing analysis via data collection, consumer research, and market reports.
• Coordinated product launches and events across local and global markets.

• Trained extensively on running products and updates across 20+ brands.
• Conducted gait analyses to assess consumer running styles.
• Provided tailored gear recommendations based on consumer goals and lifestyles.
• Conducted regular visual merchandising to enhance product presentation.
• Replenished merchandise displays throughout the store as needed.
• Trained new staff on customer service and operational processes.
• Received shipments from vendors and ensured that all products were properly stocked in their designated locations.
• Supervised bank deposits and security procedures to support store opening and closing.

Conducted gait analyses to assess consumer needs and recommend suitable gear.

Achieved daily sales targets, consistently ranking as top seller across categories.

• Trained extensively in running products and updates from over 20 brands.
• Generated 25% of total sales through multiple footwear offerings.
• Drove custom-molded orthotics sales, contributing 40% to overall personal sales.
• Boosted moisture-wicking socks sales, achieving 50% share of total sales.
• Enhanced strength and recovery items sales, accounting for 12% of overall figures.
• Supervised daily operations and maintained store standards for merchandise presentation.
• Trained and mentored new team members on customer service protocols.
• Oversaw store opening and closing procedures to ensure security and readiness.
• Performed daily cash management duties including deposits, audits.