. >> as founders betsy and brian believe you have to tell your own story. before i get into all of the details about the difference between pasture raised eggs and every other egg i show pictures of our farm, tell the story, and at that point they are engaged and interested. >> they are always ready to educate buyers too. especially since this is a niche they created. >> we would go in with a pasture raised egg and they would say but we have a free range egg. we're like yeah, it's really not the same. >> their knowledge of the industry had to extend beyond their brand. the babcocks had to be familiar with the competition. >> the buyer wants to know if you understand what eggs are selling well and what aren't. and they are wanting to understanding who you think you would replace. >> as the company's grown they used a contract farm model so they can fullful orders. >> if demand is more than we expect it to be we can add more flocks and bring more supply to you. so, that gives us the grocery chains a sense of security. >> and keeping cost in check has helped bo