In a typical business model, the game is all about growth for growth’s sake. Sell a thousand units per month. Expand to three new markets by 2028. Hit revenue targets, drive sales, push, grasp, repeat. But that’s not how we run things.
We don’t set sales targets.
We don’t chase numbers.
We don’t build artificial demand just to meet some arbitrary goal.
If a local restaurant wants our products? We’ll figure out how to supply them. But we’re not out here forcing expansion just for the sake of claiming we grew.
Joel Salatin says it best: “If sales increase, that will be a by-product of good service, good product, and good stewardship — as opposed to us grasping for additional sales.”
And that shifts everything—how we view our farm, how we approach our business, how we define success. Because for us, success isn’t measured in units sold.
Success looks like:
- Quality over quantity—producing food that actually nourishes, not just fills shelves.
- Sustainability over expansion—growing in ways that align with nature, not industrial greed.
- Community over capitalism—meeting real needs, not creating artificial ones for profit.
This isn’t about growth for growth’s sake. It’s about producing the best food possible, taking care of the land, and trusting that people who value those things will come to us.
And honestly? That feels like a far more meaningful way to run a business.
What do you think—should farms focus on selling as much as possible, or does this slower, more intentional approach make more sense? Pull up a chair, let’s talk.
