Story by Katrina Hageman
Ella Peterson says there has never been a time when rabbits were not in her life.
Now a junior in agricultural communication, Peterson started raising and breeding rabbits when she was 15. She formally established her entrepreneurial endeavor, Peterson Rabbits, in 2021.
“When I went into this business, I knew a lot about rabbits, but I didn’t know everything,” Peterson says. “Taking knowledge from my vet, mentors, former breeders and doing my own research was essential in the early stages of growing my business.”
As a freshman at Iowa State University, Peterson became involved with the Start Something College of Agriculture and Life Sciences program to build her entrepreneurial skills. She also immersed herself in the Pathways to Innovation and Leadership program, which helps students build career-readiness skills through completing micro-credentials.
Peterson has earned 13 digital badges as proof of micro-credentials completed, many of which focused on entrepreneurship and service. She says the Pathways program helped tap into her innovative side to reflect and identify areas where her business could grow.
“Being involved in these programs has allowed me to network with other innovators my age,” Peterson says. “Where I grew up, I did not know anyone my age who started a business. At Iowa State, I have been able to attend various workshops, business tours and connect with other innovators and learn from their stories.”
Amy Mendee, Pathways program director, has observed a change in how Peterson problem-solves in her business.
“The way Ella draws on her workshops and study abroad experiences in her business have been a highlight to watch,” Mendee says. “Ella does not just participate in opportunities but extracts transferable skills and takes meaningful action toward her goals.”
Coursework has been another important part of Peterson’s entrepreneurship journey. She has learned to take professional photos for advertising and improve her leadership and organizational skills.
“Going through the AGEDS 3110 course helped me refine my public speaking skills and work on creating activities for my speeches to actively engage my audience in the multiple rabbit workshops I host each year,” Peterson says. “I am so grateful for all I have learned at Iowa State and plan to use it to create a better experience for buyers as I work to grow my rabbit business.”