Danny Trejo Income Report


Via Citrus


Garden and Outdoor Supplies

Revenue Models

E-commerce, Physical Products

Danny Trejo Squeezes Success with Via Citrus Earning $36,000 Monthly Selling Grow-at-Home Citrus Trees Online

Meet Danny Trejo: From Citrus Roots to E-Commerce Success

Danny Trejo, an insurance agent by day, started Via Citrus, a grow-at-home citrus business in 2020. But why citrus, you might ask? Well, it’s a throwback to his sunny childhood in Central Florida, where orange groves painted his early days. Settling into the hustle and bustle of New York City, he longed for that zest of home – literally!

Nostalgia Turned Side Hustle

Danny knew the citrus nursery biz like the back of his hand but wanted to shake things up. The big idea? An online store teaching folks how to grow their own citrus trees – no matter where they call home.

Tackling the E-Commerce Jungle

With zero web experience, Danny ventured into setting up an e-commerce platform from scratch. He carefully curated a product line that struck the right chord with customers:

  • Oranges
  • Lemons
  • Limes
  • Tangerines
  • Grapefruits

But it wasn’t just about what kinds of plants; it was about finding that sweet spot on plant size. Too small and they’re underwhelming; too big and whoa, shipping costs skyrocket!

The Financial Fruits of Labor

The early days brought in shy of $1k a month – guess we all have humble beginnings! Fast-forwarding to now? A juicy average of $36k per month, peaking during May and December thanks to Mother’s Day and Christmas.

A Bond with Roots Deeply Planted

Danny treasures working alongside his dad on Via Citrus – keeping their family legacy thriving across state lines. Each plant shipped out isn’t just a product; it carries their heart for cultivation.

Nurturing Growth and Expansion Dreams

Via Citrus is blossoming right alongside the booming indoor plant trend. With new land acquired for extra greenhouses, variety expansion is on the horizon.

Danny’s Nuggets of Wisdom for Side Hustlers:

“Just start – perfection can wait.”

Your side hustle needs an audience more than it needs perfection. Early feedback is pure gold; let your customers shape your journey.

How it Works: Starting Your Own Online Citrus Plant Business

Step 1: Inspiration and Conceptualization

Begin by finding your inspiration. Consider what draws you to citrus plants – perhaps a nostalgic connection or an interest in gardening. Develop a concept that shares your passion with others while providing tangible value.

Step 2: Setting Up Your Ecommerce Platform

  • Research: Learn about ecommerce, focusing on website design and development.
  • Action: Create an online store using available ecommerce tools or platforms.

Step 3: Defining Your Product Line

  • Determine which citrus plant varieties to offer.
  • Analyze growth habits, and select plants appealing to both novice and experienced gardeners.

Step 4: Sizing and Shipping Logistics

Select sizes that balance customer satisfaction with shipping feasibility. Smaller plants may be less expensive to ship, but larger ones may have more immediate appeal – find the middle ground for the best customer value.

Step 5: Revenue Growth and Scaling

Patiently grow your business from initial support networks until reaching consistent monthly revenue. Explore seasonality trends to optimize sales during peak times such as holidays or planting seasons.

Step 6: Operations Management

  • Maintain close relationships with growers for quality assurance.
  • Packaging each plant carefully for delivery ensures customer satisfaction.

The Outcome:

Your brand should reflect personal ties, ensuring every product carries the dedication and love for cultivation akin to family heritage in the industry. As demand grows, consider expanding land or greenhouse space to increase variety offerings and improve cultivation processes. Keep refining the business based on customer feedback – though perfection is not necessary right off the bat, continual improvement is key. Note:The steps above are outlined in a generalized approach suitable for anyone interested in starting an online plant business. Tailored customization according to specific market needs is recommended for success.


  • Financial Upside: Engaging in a niche online business can lead to significant monthly revenue, with potential for notable peaks during seasonal high-demand periods.
  • Connection with Personal Passions: Starting a side hustle allows individuals to merge their personal interests or childhood memories into a profitable venture.
  • Lifestyle Flexibility: This business model can accommodate remote management, enabling entrepreneurs to maintain connections with their roots regardless of physical location.
  • Growth and Scalability: There is an exhilarating potential for expansion in line with market demand, including developments such as additional product offerings and improved cultivation processes.
  • Creative Satisfaction: Launching an independent project provides the freedom to innovate and improvise, getting immediate customer feedback that contributes to the creative evolution of the product line.


  • Financial Risks: Starting a side hustle can require upfront investment without immediate financial return, making managing cash flow a crucial challenge.
  • Limited Time Allocation: Balancing a side hustle with full-time responsibilities can lead to time constraints, possibly slowing business growth.
  • Operational Hurdles: The learning curve associated with setting up an ecommerce platform or similar operations can be steep and time-consuming for beginners.
  • Product Selection Pressure: Choosing the right product mix is critical yet difficult, as it requires predicting customer preferences and market trends.
  • Shipping and Logistics Complexity: Determining the optimal size and packaging for products involves navigating shipping costs while satisfying customer expectations.

Platforms for Income Generation

Via Citrus Ecommerce Platform

Hey, have you ever wondered how a person can turn nostalgia into a thriving business? Well, let me tell you about Danny Trejo, who did just that with Via Citrus. Initially an insurance agent, he set up an ecommerce platform and launched his own online store to sell citrus trees. That’s right! He’s basically shipping a slice of sunny Florida all over the place.

  • Website Development: Without any prior experience, Danny dived into learning everything about online retail—from design to development. Talk about diving in head-first!
  • Product Line Definition: With countless types of citrus out there, he had to select which ones to offer. This meant understanding what people love and making sure those trees were just the right size for shipping.
  • Pricing and Sizing: Finding that sweet spot between size and shipping cost took some serious thinking. Too small? People might not see the potential. Too big? Hello high shipping fees!

I mean, it’s pretty impressive that what started as a longing for home has turned into a business pulling in $36,000 per month—especially around Mother’s Day and Christmas. By the way, do you know anyone who wouldn’t love to get a piece of Florida as a gift?

Growth Opportunities

Danny is now eyeing new land for additional greenhouses. Imagine that—more varieties of citrus to choose from! The plant industry is booming, so it seems like Danny hopped on at just the right time.

If there’s something here tickling your entrepreneurial spirit or if you’re mulling over starting your own side hustle… Why not jump in like Danny did? Get out there; your customers will guide you with their feedback—just like they did for Via Citrus.

Understanding the Revenue Model

Industry Insight

The individual in the article is thriving within horticulture and e-commerce. They have successfully carved out a niche by selling grow-at-home citrus plants online, targeting customers seeking to cultivate their own citrus trees, regardless of location.

Key Activities in Business

  • E-commerce Platform Development: Setting up and managing an online storefront to showcase and sell the citrus plants.
  • Product Curation: Deciding on a range of citrus varieties to offer, balancing appeal with practical aspects like shipping.
  • Growth and Shipping Logistics: Determining the size of plants for sale to provide value while maintaining feasible shipping costs.

Main Revenue Streams

The venture generates income through direct sales via their online platform, with special attention to busy periods such as May (Mother’s Day) and December (Christmas) which have been identified as peak seasons.

Initial Investment Estimate

Start-Up Essentials

  • E-commerce Website:
    • – Domain registration and hosting: $100-$300 annually.
    • – Professional website design and development: $1,000-$5,000 (one-time).
  • Citrus Plant Inventory:
    • ​​​​Initial stock acquisition: $500-$2,500 depending on variety and quantity.‍
‭’s growth cycles.‎
    • Greenhouse or nursery space rental/purchase cost:

Essential Tools and Services for Starting a Citrus Plant E-Commerce Business

Digital Storefront and Web Development

  • E-commerce Platform (like Shopify, WooCommerce)
  • Content Management System (CMS)
  • Domain Registration Service
  • Web Hosting Service
  • Website Design Templates or Custom Design Services
  • SSL Certificate for Secure Transactions

Product Research and Curating Inventory

Citrus Varieties:

Research tools to understand growth habits and commercial viability of different citrus plants:

Agricultural Databases/Online Horticultural Resources

Online Nurseries or Citrus Growers’ Associations Links (for comparing varieties)

Sizing Considerations:

Analytical tools to gauge customer preferences vs shipping logistics:

      • Survey Software for Customer Feedback on Preferences (e.g. SurveyMonkey, Google Forms)

Fulfillment and Logistics Management

      • Packaging Suppliers (eco-friendly options encouraged)
      • Box Sizing Tools (dimensions & weight for cost-effective shipping)
      • Shipping Carrier Partnerships (UPS, FedEx, USPS)
      • Inventory Management Systems/Order Tracking Software
      • Return Management System
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Revenue Type

Online Business, Side Hustle


Own Website


Side Project

Last Updated