My Response to another producer

Just yesterday, one of our long-time patrons shared something she overheard at a local farmer's market two days earlier.  She was waiting in line to buy some produce from another vendor and overheard the meat vendor next door tell a man that "ZOE Farms does not raise its own beef".   

I immediately called the person who said this.  I believe in complete transparency, so I will share with you my email follow-up just sent this morning.  I have purposefully redacted their names, because I do not want to disparage them. 

BEGIN EMAIL RESPONSE: 

Good morning (NAME REDACTED) – 

After reflecting on our phone call yesterday, I find it necessary to follow-up in a more detailed fashion.  I want to do my best to avoid any situations that might arise in the future. 

You said that in my own newsletters I stated we don’t raise our own beef.  I think the blog post you are referring to is here: https://zoefarms.com/blog/where-s-the-beef    I gave a young man an opportunity over the past four years to shine.  He grew into a role of managing our entire grass-fed beef production enterprise.  The fact that I lease land and pay someone to manage this business unit does not mean we do not produce it.  

The same can be said for every production enterprise we operate.  My daughter, Morgan is now fully responsible for managing our poultry and pork production enterprise.  She’s better at it than me.  Anna and Atlee run our greens/herbs/and fruit production enterprise. Suzie and Jacob manage our field crops vegetable production.  Soon, my daughter Sierrah will be taking over the processing and merchandising area of our business. 

In my late twenties and early thirties, I had a unique opportunity to play a significant role in the global fitness industry.  At a very young age, I was fortunate to have the responsibility to develop and lead a team of over thirty top level thought leaders and well over one hundred other individuals.  As a team, we played a large role in transforming the entire lens through which the world views exercise.  I choose those words carefully, because that is exactly what we did.  

I mention this only to illustrate that the same management lessons that I applied in the global fitness industry two decades ago are being applied to farming and food production.  As I attempted to spell out in my blog post, I am careful to assess my weaknesses and fill them with talented people who are better than me.  They are able to specialize in their respective areas and achieve a level of excellence that I cannot produce on my own.  I do not hire “farm help”.  I find, nurture and build leaders.  

This strategy proved extremely successful in the fitness industry and is now demonstrating to do the same in farming/food production.  It is also important to point out that I am not a “suit and tie business guy” who hung up his suit to pursue livestock production.   In my early twenties, I raised over 150 head of American Bison. When Jeff Bezos began selling books online, I was 23 years old and beginning to sell buffalo steaks across the country.  It was the earliest days of internet e-commerce and Arrowhead Buffalo Ranch grew to be a serious player in the national bison meat business. I mention this only to show that I left the fitness industry to RETURN to my roots in the land and livestock, not to plant NEW ones. 

I wanted to take the time to write to you because we believe in abundance. This is why anyone who asks us if we raise lamb --- we have sent them to your farm.  As a matter of fact, I gave your lamb my personal endorsement to several of our patrons.  If these people choose to buy some beef/pork and chicken from you too – so be it.  We do not need to step on anyone to sell our products.  This is why I am so disappointed to find out that you felt it necessary to tell a man at the market that we didn’t raise our own beef. Not only is it not true, the deeper tragedy is that you would disparage our reputation so you could sell him some ground beef.  It is my hope that your apology to me on the phone was sincere.  

I also believe in fellowship among families sharing the same vision.  This is why I reached out to you and (NAME REDACTED) last year.  I wanted to get to know you folks better.   I was told that you were too busy. That’s okay – it now makes sense.  

In closing,  I cannot stop you from saying anything about me, my family or ZOE Farms.  I do not issue threats, and I do not return insults.   My hope is that you are sincere in your apology and we can perhaps use this unfortunate situation to grow as fellow stewards of land, animals and community.  My invitation for fellowship stands open. 

Sincerely – 

Dustin 

END EMAIL RESPONSE