Oct 20 • General discussion
10 Lessons on Building a Brand That Lasts Generations — with Natalie Tripodi of Queen’s Harvest
Last week, I had the privilege of sitting down with Natalie Tripodi, social media manager and retail manager of Queen’s Harvest, inside the heart of Melbourne’s iconic Queen Victori Market. It's one of those places where history hums through the walls — where every crate, label, and interaction feels like a story that’s still being written.
And in that setting, Natalie shared something deeper than just business advice: she shared a blueprint for building a brand that’s both timeless and human.
Here are ten lessons that stuck with me — and a few questions that might just change the way you think about your own brand.
1. Purpose Drives Endurance
Natalie’s energy is anchored in legacy. She’s not just selling produce — she’s carrying forward a family story.
“It’s not just a job for me. It’s about honoring where it all began.”
It reminded me that purpose isn’t a slogan; it’s a compass that keeps you steady when everything else moves.
💭 Ask yourself: What’s the deeper reason your business deserves to exist — and are your customers reminded of it every time they interact with you?
2. Lead by Example to Build a Culture of Excellence
Walking through Queen’s Harvest, you can see the standard Natalie talks about. Everything is deliberate — displays, uniforms, even how the fruit sits.
“If you don’t care, there’s no reason for anyone else to.”
💭 Ask yourself: What unspoken standard are you setting through your own behavior — and does your team feel it every day?
3. Branding as a Lifestyle
Their team uniforms aren’t just for work — they’re something you’d wear proudly on a day off.
“We wanted uniforms that we could wear out in public and still look awesome.”
That’s when you know your brand has crossed the threshold from business to belonging.
💭 Ask yourself: Could your customers or team wear your story — and would they want to?
4. You Eat With Your Eyes — Even in Produce
As a filmmaker, this one hit home. Every apple, every display — it’s all intentional. Because beauty creates trust before words ever do.
“If something looks beautiful, you’re going to buy it. You eat with your eyes.”
💭 Ask yourself: How could you elevate the visual experience of your brand — not for vanity, but for storytelling?
5. Social Media Is a Bridge Between Craft and Consumer
Natalie laughed about how hard it is to make fruit exciting online.
“There’s only so many times you can post a photo of a banana.”
And yet, Queen’s Harvest has built a following by showing what’s behind the produce — the people, the care, the craft.
💭 Ask yourself: Are you showing your audience the product, or the process that gives it meaning?
6. Collaboration Multiplies Storytelling Power
This conversation hit close — because it’s exactly what we try to capture through video.
“Working with amazing people who want to highlight what we do — that’s how we bridge the gap.”
💭 Ask yourself: Are you seeing collaborators as a cost — or as an amplifier for your story?
7. Legacy Through Adaptation
There’s a calm confidence in how Natalie talks about the future.
“The opportunity to evolve keeps giving you hope… there’s no reason we couldn’t do it again in another 10 years.”
It’s a reminder that legacy isn’t about holding on — it’s about handing over with direction.
💭 Ask yourself: What parts of your brand are sacred — and what parts need to be reinvented to survive the next decade?
8. Customer Connection Is the Real CRM
At Queen’s Harvest, the team doesn’t need a CRM to know their customers — they are the CRM.
“That software doesn’t exist here — we are the software.”
It’s a humbling thought in an age of automation.
💭 Ask yourself: When was the last time you truly remembered your customers — their stories, their families, their preferences — without a system prompting you?
9. Emotion Is the Real Ingredient
Standing there, you can feel the warmth between customers and the staff — like an invisible ingredient sprinkled into every transaction.
“There’s a real emotion attached to ingredients that some people forget.”
💭 Ask yourself: What emotion are people taking home when they interact with your brand?
10. Inspiration Over Transaction
Queen’s Harvest isn’t just selling apples — they’re selling curiosity.
“We’re selling opportunities to explore ingredients and feel confident in the kitchen.”
And that’s what truly separates a brand that sells from one that inspires.
💭 Ask yourself: Are you in the business of selling products — or in the business of sparking possibilities?
Filming this episode inside Queen Victoria Market reminded me that the best brands don’t just sell things — they sell meaning.
Natalie’s story is proof that excellence isn’t loud — it’s consistent. It’s in how you stack the crates, greet the regulars, and keep evolving without losing the heart that started it all.
If you’re a marketer, restaurateur, or creator building your own story — take this as your reminder:
Your brand’s legacy is being written right now, one small act of care at a time.
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10 Lessons on Building a Brand That Lasts Generations — with Natalie Tripodi of Queen’s Harvest
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