Jim Whitaker

Now she's back helping me with protocols and data collection.

So we established what is called the Smart Rice Protocol.

And we have one of the first ever third-party verified sustainable rice packages that hit the market a few months ago.

And we're trying to get in retail locations.

And I think that's going to be the future.

Almost like an organic certification.

There are only a few in the world that are doing this, so it doesn't mean anything yet.

We hope it means a lot in a few years.

There's opportunity.

I'm not doing it for nothing.

I think it will until we can get to scale.

And I think it should cost the consumer a little bit more because they're partnering along this journey to clean up the climate.

So we need to expand the price of rice just a little bit.

And I'm working with a lot of companies that have that mindset to get more money to the farmer and help them do the stuff we're talking about doing.

Let me tell you why that's important.

There are 400 million acres of rice grown globally.

It is the largest emitter of methane gas.

It is the largest user of irrigation water.

And our methods, if used, can reduce greenhouse gas by 50%, reduce water use by 50%, increase yields to feed a hungry world.

So you just got to get plugged in and sometimes challenge the this is the way my dad always did it mentality.