. >> mike: larry peter bought the 99-year-old petaluma creamery in 2004. it was idle, about to be torn down. a dairyman, peter owns 300 head of jersey milking cows, they roam free on his ranch in two rock, organic to nth degree. a first-generation farmer, peter cobbled together a living from the land, milk, a pumpkin patch in the fall, farmer's markets. but after nearly two decades, he needed to do something to increase revenue. >> i figured if i could cut out the middleman, grow the feed, milk the cow, make the cheese and sell the product to the customer i would be able to help pay my mortgage better. >> mike: so he bought the creamery, bringing in milk for more than 30 dairies in northern california, saving them the transportation cost to creameries three and four hours away and giving him the milk necessary to make 300,000 pounds of high-quality specialty cheese a week. 22 varieties under his spring hill jersey cheese brand name. >> it was milk and it turns into curds and whey. >> mike: larry peter is a small curd in a $27 billion plus market. until --