There is a new wave of entrepreneurs in Winston-Salem blending their vision and values to build something bigger than themselves.
From agriculture to postpartum care to authentic culinary experiences, each of the Winston Starts founders we interviewed are creating businesses that are reshaping the communities they feel called to serve.
Developing a profitable business is crucial for success, but as these founders prove, the passion and purpose behind it is what’s going to get them there.
Proving Businesses Based on Values Actually Work
For Josh McGee, the founder behind Ya’ll Company, the mission runs deep.
“I didn’t want to build just another food brand,” he explains.
“I wanted to build a values-based business that treats cultural authenticity and community benefit as core to the business model—not as marketing language layered on top of it.”
Rooted in Southern and Appalachian traditions, Josh’s work challenges an industry that often profits from culture without reinvesting in the communities behind it. Instead, Josh has built his brand approach to flip that model on its head.
“When your values are structurally embedded in how you source, who you partner with, and where your margins flow, the business itself becomes an instrument of change rather than just a vehicle for profit.”
Winston Starts equips its founders to scale their companies while encouraging them not to sell their soul for the sake of business, so to speak. Josh knows first hand how often people love talking about mission and values in business until those values are put under pressure.
“There’s often an assumption that mission-driven businesses must choose between integrity and legitimacy,” he says. “Every time Y’all Kitchen & Provisions shows up in a room where those assumptions live and holds its own, that’s a small proof point that the model works. Those proof points accumulate into something that other founders—especially in rural and underserved communities—can point to and say, ‘This is possible for us too.'”
Rewriting What Support Looks Like for Moms
The impact that Mom League is making for its community is deeply personal and influenced by the lived experiences of its founders, Riley Bolton and Kelly Maxey. One of the core problems they are solving through the business is one that doesn’t get nearly enough attention, despite how many women are affected.
Mom League was created by moms, for moms, to bring real life support back into motherhood.
“This work matters to me so much because I personally experienced feelings of isolation and anxiety postpartum,” Riley shares. “I desperately needed what our Newborn Series provides.”
What started as a local offering here in Winston-Salem has expanded into multiple cities reaching even more moms in different seasons of motherhood.
“We are so proud of our expansion,” she shared. “Not only have we brought postpartum support to moms who need it, but we’ve created opportunities for our city leaders to have a dream job while still being present with their families.”
In a world where entrepreneurship often glorifies hustle culture, especially for female founders, Winston Starts is proud of the members of Mom League for leaning into a model where support, community, and sustainability aren’t perks…they’re the norm.
“We want to elevate the standard of postpartum support because all moms deserve community, resources, and a village.”
Making “Shop Local” More Than a Saying
For Julia Harrison, CMO & Co-Founder of Farm Trader, the spark for the business came from a simple but frustrating family moment that quickly revealed a large gap in farming and agriculture.
“We built Farm Trader after one evening in her brother and Co-Founder, Rick’s, living room,” she shares. “Rick and his wife, Moriah, owned and operated a small farm, and Moriah was searching for more animals to add but struggled as she couldn’t easily find anything agriculture-related.”
That moment turned into a mission: make local food and products more accessible—not just for a niche audience, but for everyone—bridging the gap between fields and homes.
“Right now, people treat farm goods as a special commodity because they are hard to find,” Julia explains. “When we make buying from farms as easy as shopping at big box stores, people will choose to shop local without thinking about it.”
“Buying local should be simple. Farm Trader is our way of making that happen nationwide.”
Farm Trader is shifting consumer behavior while empowering farmers and consumers, not just by adding convenience but removing friction.
Making a Difference One Business at a Time
At first glance, it might be hard to find the common thread between these three companies, but Winston Starts encourages you to zoom out.
Each of our founders are challenging outdated ideas while solving real problems for real people in ways that create a ripple effect for long lasting impact.
Impact-First founders are the future of Winston-Salem; not just building companies but building meaningful change in their communities and beyond.