In this episode, Jordan and I discuss the importance of economics, marketing, and storytelling in agriculture. Follow the tour on YouTubeJordan Green is a U.S. Marine Corps veteran who served multiple deployments before completing a five-year tour of duty in 2009 and transitioning into full-time farming with his wife, Laura.Together, Jordan and Laura founded J&L Green Farm in Virginia’s Shenandoah Valley, where they raise pasture-based pork and poultry and 100% grass-fed beef on 500 acres, marketing their food directly to consumers.Key TopicsEscaping the industrial poultry system and its impact on animals and farmersApprenticeship at Polyface Farm and lessons from Joel SalatinMilitary service and how it shaped the decision to start J&L Green FarmThe struggles of starting a farm business during the 2008 financial crisisWhy marketing and storytelling matter as much as production in regenerative farmingTimestamps:00:00:00 Why cheap food threatens the survival of American farms00:03:00 Inside poultry houses: dust, ammonia, and farmer servitude00:08:00 Contracts, mortgages, and the trap of industrial poultry farming00:17:00 Apprenticeship at Polyface and scaling pasture-based livestock00:24:00 The reality of death and livestock farming behind the scenes00:29:00 Joining the Marines and balancing military life with farm dreams00:36:00 Starting J&L Green Farm with land, capital, and a Polyface contract00:40:00 Surviving the 2008 housing crash while building a farm business00:42:00 Why marketing is the hardest but most crucial part of farming00:49:00 The clash between fast tech and slow ecology in food production00:55:00 Building customer relationships, not flash sales01:00:00 Why most farms aren’t welcoming to the public and how J&L differsConnect with Jordan, J&L Farm:WebsiteInstagramFollow the tour on YouTube

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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