Joel Salatin

Yeah. So they're like a boutique product. Yeah, because most of the people who go are there to show their support of local food and assuage their guilt from taking it. Yeah, and have a nice, And have a nice day and show off their newly clothed little poodle dog, you know, that they had done. And so they can only buy a little baby food jar with a pink ribbon on it of kimchi or some special thing.

Yeah. So they're like a boutique product. Yeah, because most of the people who go are there to show their support of local food and assuage their guilt from taking it. Yeah, and have a nice, And have a nice day and show off their newly clothed little poodle dog, you know, that they had done. And so they can only buy a little baby food jar with a pink ribbon on it of kimchi or some special thing.

They're not buying bushels of green beans or bushels of apples or things. And so we just found farmer's markets a very inefficient retail industry. How do you build your customer network? That's work, man. Yeah, it is. It is. We spend as much time marketing as we do the entire farm production.

They're not buying bushels of green beans or bushels of apples or things. And so we just found farmer's markets a very inefficient retail industry. How do you build your customer network? That's work, man. Yeah, it is. It is. We spend as much time marketing as we do the entire farm production.

They're not buying bushels of green beans or bushels of apples or things. And so we just found farmer's markets a very inefficient retail industry. How do you build your customer network? That's work, man. Yeah, it is. It is. We spend as much time marketing as we do the entire farm production.

So you guys figured that out. Messaging is everything. So... And the messaging always has to be in terms of the possible buyer. Right. In other words, it's not about you.

So you guys figured that out. Messaging is everything. So... And the messaging always has to be in terms of the possible buyer. Right. In other words, it's not about you.

So you guys figured that out. Messaging is everything. So... And the messaging always has to be in terms of the possible buyer. Right. In other words, it's not about you.

It's about their need, describing their need. What's their problem? What's their need? What can I fix for you? Yeah, absolutely. And that's a hard thing when I'm not like my normal consumer. Right, definitely. I have a big garden. I walk out the back door, I've got eggs, I've got cows, I've got, you know. So you don't even exist in the landscape where the problem is. Exactly.

It's about their need, describing their need. What's their problem? What's their need? What can I fix for you? Yeah, absolutely. And that's a hard thing when I'm not like my normal consumer. Right, definitely. I have a big garden. I walk out the back door, I've got eggs, I've got cows, I've got, you know. So you don't even exist in the landscape where the problem is. Exactly.

It's about their need, describing their need. What's their problem? What's their need? What can I fix for you? Yeah, absolutely. And that's a hard thing when I'm not like my normal consumer. Right, definitely. I have a big garden. I walk out the back door, I've got eggs, I've got cows, I've got, you know. So you don't even exist in the landscape where the problem is. Exactly.

So for me, I almost have to get into some sort of a, you know, a yin position or something to, okay. How do I think when I don't have these? How do I think like my consumer, like my customer thinks? Very difficult, yeah. Very, very difficult. But when you can get into that position, you can absolutely message it.

So for me, I almost have to get into some sort of a, you know, a yin position or something to, okay. How do I think when I don't have these? How do I think like my consumer, like my customer thinks? Very difficult, yeah. Very, very difficult. But when you can get into that position, you can absolutely message it.

So for me, I almost have to get into some sort of a, you know, a yin position or something to, okay. How do I think when I don't have these? How do I think like my consumer, like my customer thinks? Very difficult, yeah. Very, very difficult. But when you can get into that position, you can absolutely message it.

So remember when we started, so I came back to the farm full-time September 24, 1982. Okay, 1982. I was an investigative reporter at the local newspaper for two and a half years after college. So now I'm wanting to come back to the farm full-time. Now I'm working in town trying to, how do I come back to the farm full-time? Teresa and I got married. We remodeled the attic of the old farmhouse.

So remember when we started, so I came back to the farm full-time September 24, 1982. Okay, 1982. I was an investigative reporter at the local newspaper for two and a half years after college. So now I'm wanting to come back to the farm full-time. Now I'm working in town trying to, how do I come back to the farm full-time? Teresa and I got married. We remodeled the attic of the old farmhouse.

So remember when we started, so I came back to the farm full-time September 24, 1982. Okay, 1982. I was an investigative reporter at the local newspaper for two and a half years after college. So now I'm wanting to come back to the farm full-time. Now I'm working in town trying to, how do I come back to the farm full-time? Teresa and I got married. We remodeled the attic of the old farmhouse.

We didn't call it the attic. We called it our penthouse. And we lived on, we drove a $50 car, lived on $300 a month. And within two years, we were able to save enough that we could live for one year without an income. And so September 24, 1982, I walked out of the office. I didn't think we'd make it. Why the hell was your wife on board with this? Like, why did she think?

We didn't call it the attic. We called it our penthouse. And we lived on, we drove a $50 car, lived on $300 a month. And within two years, we were able to save enough that we could live for one year without an income. And so September 24, 1982, I walked out of the office. I didn't think we'd make it. Why the hell was your wife on board with this? Like, why did she think?

We didn't call it the attic. We called it our penthouse. And we lived on, we drove a $50 car, lived on $300 a month. And within two years, we were able to save enough that we could live for one year without an income. And so September 24, 1982, I walked out of the office. I didn't think we'd make it. Why the hell was your wife on board with this? Like, why did she think?