Description

Three generations of the Israel family, Carl, Jamie and Brett decided to convert their long standing family farm to Organic, but it came at a high cost. After converting to Organic and taking on millions in debt, the market they were promised, vanished. The family didn’t put blame on anyone else. They dug their feet in. They decided to reinvent themselves. They changed the story of what they create and why they create it. They changed the story they were telling both internally and externally. This is a story of family, trust and willpower. 3Gen Organics

In this episode:

• We run through the family story
• How the 3rd generation decided to leave the traditional education system to spearhead the family business
• How getting off the farm is not really a priority
• How they philosophically changed who their customer is
• How they identity as Food Producers, not Farmers.
• The way they approach the physically demanding aspects of their job

Send me an email! ben@heroicminds.live