ST. GEORGE —This young entrepreneur started his first business at the age of 4 to fund his very own goat farm. Seven years later, he’s still at it.

Rock Fanene, an entrepreneur since the age of 4, poses with two of his businesses inside his home in St. George, Utah on March 7, 2023 | Photo by Jessi Bang, St. George News

Rock Fanene, 11, the owner of both Rock’s Garden + Home and Field and Court told St. George News it all started with growing organic plant starts. At only 4 years old, he grew the plants, put them in a wagon and pulled them around his neighborhood to sell.

Three years later at age 7, he began making his own concrete pot designs from recycled forms and adding succulents to create succulent gardens. Under the name Rock’s Garden and Home, he sold his rustic creations at the Downtown Farmers Market, where he said they were a huge hit. His favorite planter to make is the Gravity Bowl, which spins and tilts without spilling over.

“I love plants, ever since the beginning,” he said. “They’re funky-looking pots and plants that are fun to make from scratch. And everybody loves them.”

Rock’s Garden and Home was created with the sole purpose of funding his very own goat farm. The proceeds from his business allowed him to purchase a high-quality champion goat line. The farm, which is now located in Washington Fields, also consists of ducks and chickens.

Succulents are placed in cement pots made by Rock Fanene, location and date unspecified | Photo courtesy of Melynda Fanene, St. George News

Fanene’s mom Melynda Fanene said her son sold many pots at local markets until COVID hit. The business then focused heavily on online sales and moved into the wholesale market. His planters are available at the local Moss and Timber store, and he’s also been hired to do centerpieces for wedding and corporate events.

“I learned a ton about succulents,” Rock Fanene said about working with Moss and Timber. “Like when the leaves fall off, you can just put them on top of dirt and water them and it starts to grow roots, just from a dead leaf. Succulents are really cool.”

Now that he owns “a ton of goats,” Rock Fanene said his business now supports his sports career, which consists of football, basketball and baseball. His parents pay for 50% of the sport’s costs, while he pays the other 50%. His mom said she’s always happy to invest in him if he’s willing to invest in himself. The businesses have been a great teaching tool for her son and means the money isn’t wasted on “candy and craziness.”

Following along with his sports career, Rock Fanene has started a YouTube channel titled Field and Court, where he personally interviews athletes he hopes will inspire others.

Rock Fanene plays baseball, location and date unspecified | Photo courtesy of Melynda Fanene, St. George News

“The goal and theme are ‘Let’s be excellent,’ basically,” he said. “I ask mainly what they would say to young athletes in sports and in life. And I’ve had a ton of really good responses on that, like ‘Don’t give up.’”

Rock Fanene said many people find themselves depressed, and the goal of his videos is to cheer them up and focus on the positive. He’s interviewed many BYU athletes who have gone pro, two Utah State players, an NFL player, a baseball influencer and many more.

But that’s not all.

Coinciding with his sports career and his Field and Court brand, Rock Fanene recently had the opportunity to create his own sports line called The Grip, which stems from a friend’s phone accessory brand. His sports line features pictures of various sports balls such as basketballs, footballs and baseballs. The phone grips can be used as a stand, a way to avoid dropping phones and more, and lay flat on the back of phones to allow them to easily fit in pockets.

“My passion for sports grew and I thought why not make a bunch of sports ones, that way I can do what I love and at the same time make money on it,” he said.

As for future goals, Fanene said he’s focused on excelling in sports, with football as his favorite and basketball a close second. Outside of sports, he wants to continue to focus on his business.

Rock Fanene's sports line of phone grips sit on a countertop inside his home in St. George, Utah, March 7, 2023 | Photo by Jessi Bang, St. George News — Rock Fanene’s sports line of phone grips sit on a countertop inside his home in St. George, Utah, March 7, 2023 | Photo by Jessi Bang, St. George News

“We homeschool and we travel all the time and we just adventure life constantly,” his mom said. “We’re an entrepreneur family and I want him to have that fire in him. I see it and I love it mostly because it teaches him to talk to people.”

Melynda Fanene said her son has learned to speak respectfully to adults at the market and learned how to be a salesman — something he is a natural at. As he interviews more athletes, his communication skills continue to improve. With two younger siblings always watching big brother, they’re also learning how to be mature and communicate, which means it makes a difference for the entire family.

“All the businesses I’ve done have been big money,” Rock Fanene said. “The best part of owning a business, though, is running something of my own.”

To purchase a succulent planter from Rock’s Garden and Home follow them on Instagram. Subscribe to Rock Fanene’s Field and Court YouTube channel, or follow @fieldandcourt on Instagram.

Photo Gallery

Rock Fanene poses with one of his goats he paid for from his own business, location and date unspecified | Photo courtesy of Melynda Fanene, St. George News