The first year we broke a million dollars in sales and I think I made like five thousand dollars in profit and I was like oh man something's wrong here.

When you bought the farm, what was the intent?

When I got into digital advertising I joined a startup. I spent 15 years selling pixels.

There was a question as to whether or not I was actually delivering true value to anybody.

I saw a business go from two or three million a year in revenues to 37 million the last year that I was there and I went and saw this farm in Elgin.

They sell the whole foods and I was like oh I could probably do that.

My goal with this conversation is to really learn about where your food's coming from.

Yes.

What kind of regulations are available with grass-fed grass finish?

We don't have any sort of entity that verifies what we're doing.

It's important for people that you know research and ask questions.

What's a goal? Where do you want to be with short tail in the next couple years?

I want there to be an awareness among the people that are doing conventional agriculture to open their minds up about some of these concepts.

They get to be 65-70. Their back goes out, making the case for regenerative agriculture and this style of farming,

being something that people can aspire to go do.

Some smart kid coming out of school or whatever, instead of going to work for Golden Sacks, I want to go pursue this.

I'm going to go start an operation doing this. The more examples there are for people to follow, I think the more producers there will be that are doing this.

And that's going to be a net benefit for the world and our food ecosystems.

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Every watch and listen truly does matter.

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