in the case of perdue, when arthur perdue founded the company in 1920, they started out selling eggs. today, they are one of the largest american producers of chicken and the business is still in the family. we sat down with grandson jim perdue in salisbury, maryland to talk about the importance of getting facetime and why you shouldn't get defensive in this learning from the pros. >> i'm third generation. my grandfather was first. we have four fourth generation in the business z. when my grandfather, arthur perdue was, it's fair to say risk averse and growing up in the depression, he didn't want to owe money so he didn't want to borrow money. he established the values of the company of quality. my dad came in in 1939. he was the entrepreneur who took the risk that was necessary to grow the business. i knew he wanted to advertise, then he hired an agency in new york. after watching him manage people around here, said you have to get on tv and do it. he refused. after about a year, they talked him into it. he actually was a shy, introverted person, not really excited about being on cam

my grandfather arthur perdue was fair to say risk averse. especially growing up in the depression. he didn't want to owe money to anybody so he didn't want to borrow money, but he really established the values of the company, the quality. my dad came in in 1939 and he really was the entrepreneur who took the risk that was necessary to grow a business. he knew he wanted to advertise and then he hired an agency in new york and they, after watching him manage people around here, said you've got to get on tv and do it. and he refused, but after about a year, they talked him into it. because he actually was a very shy introverted person. ey said you'll sell twis much chicken if you get on tv. that caught his attention and he decided that was something he'd try. we try to round it as a family business. once a year we go around to the plants and share information on what we did, what we're planning for next year, answer questions. i think they need to see a face. they need to hear it from, you know, from the person in charge of the company. there was a couple of undercover videos on two o