. >> betsy and brian babcock created a demand for their pasture raised eggs that never existed for retailers before. >> in the fast tour years, fors like whole foods, kroger, and fresh direct grew on. we're at almost 4,000 stores. >> unlike other chickens, the hens laying eggs are free to roam outside before going inside to roost. >> you go to any grocery store and you would never seen anything called pasture raised. we just kind of made up the term because it made sense and described what we were doing. >> they hatched their business plan after guests at their bed and breakfast raved about the eggs. >> we thought eggs were eggs. >> they started small. they tested sales at a local farmer's market before turning to a nearby store. >> they sold some of our blueberries and they said we don't know if it will sell, but we will try. >> it was unique. it is a tough market to brake into but they found that niche. >> the success resulted in a sales strategy to introduce the eggs to bigger retailers and penetrate the market. >> normally a large egg company sends a sales rep. we send my wife and i. who