We were on a mission to change the way people think about food. We set high organic standards for ourselves—standards that eventually served as framework for the USDA’s organic rules. We started with organic vegetables and pooled our crops to sell in local communities. Before a year had passed, we started selling organic dairy. And people could tell the difference. Our local communities began choosing our premium, organic milk over other options, and we realized that we were certainly right about one thing—people wanted quality food.