5-Minutes With: Lubomir Nokov

5-Minutes With is an interview series, where high-impact business leaders from Endeavor Bulgaria’s network share valuable advice, motivations, and lessons learned throughout their journey.

Meet Lubomir Nokov, the visionary behind Harmonica Foods, a pioneer in organic food production. With a passion for sustainable agriculture and ethical business, Lubomir has turned a simple idea into a movement for change. From partnering with local farmers to earning B Corp status, his journey is full of insights on leadership, community, and redefining the food industry.

As this article is being put together, Lubomir is taking the stage on this year’s DNA of Success, organized by Forbes Bulgaria, where Endeavor Bulgaria is the official partner. Lubo closed the event, telling his story of ethical entrepreneurship, and below, he’s shared some great advice for aspiring entrepreneurs.

Why did you decide to join the Endeavor Bulgaria network?

For me, it’s about being part of a community. Endeavor connects us with people who set great examples and also ask the hard questions that help us grow. My goal is to lead Harmonica as a responsible business that can create positive change on a regional level. We want to learn from other entrepreneurs and business people who have walked this path before us, and Endeavor makes these connections possible. I’m really grateful to be part of it.

 

Entrepreneurship can be a rollercoaster—what’s your go-to method for staying grounded during tough times?

Honestly, it can be extremely tough and challenging. Starting and growing a business requires many different qualities and a lot of faith. In my work with Harmonica, there were times when things could have gone completely wrong. In moments like this, humility helps me—understanding that everything has a beginning and an end, and we are not here forever. When you accept this, you can enjoy the journey, no matter how hard it is, and see the challenges as privileges. When times get tough, I try to meet new people, ask simple questions, share my thoughts, and look for support. I also spend time in nature, running or walking. It reminds me that the world is much bigger than my problems. 

 

What’s one myth about entrepreneurship that needs to be debunked? 

The idea that it’s either profit or purpose is wrong. You can build a responsible business that is also profitable. I don’t think anyone feels good doing business that harms people or the community. Another myth is that you should never quit. Sometimes, the best decision is to stop and change direction. I try to treat each moment as a new start and ask myself if this is the future I want. 

 

What’s one book, podcast, or resource you’re currently reading or listening to that you’d recommend to others?

I don’t find much business content that is both practical and interesting, so I look for inspiration elsewhere—in arts, fiction, history, and even politics. I am very curious and love learning anything that helps me understand people and the world better. I read a lot and listen to many podcasts while I am stuck in the famous Sofia traffic. Recently, I’ve been listening to In Good Company by Nicolai Tangen, the manager of the Norwegian sovereign fund. For books, I recommend those written by founders—like Phil Knight from Nike, Yvon Chouinard from Patagonia, Ben Horowitz, Ed Catmull from Pixar, Gary Erickson from Clif Bar or Gary Hirshberg from Stonyfield farms. For people in food and agriculture, Michael Pollan and Dan Barber are great, and Mark Bittman is fantastic for cooking. 

 

What’s one piece of advice you’d give to aspiring entrepreneurs?

Keep it simple, don’t take it too seriously, and laugh as much as you can. Stay curious and ask stupid questions. Be a good example and work in a way that your kids can be proud of, where everything could be shared publicly and you can sleep peacefully at night. Enjoy the ups and downs as they will pass and be kind to everyone along the way.