award winning chef, owner of the portland, oregon, restaurant paley's place, tossed out all of his supermarket salt after meeting mark. and he says his patrons immediately noticed the difference. >> the comments would come back saying, what did you do? how did you change this? what happened? the only thing i can attribute to is the different salt we're using. they can't put their finger on it but i know what happened. >> and this story adds charm and value to the products sold in the bittermanns' meadows. >> over and over again people were converted. wow. we can't live without this now. it's changed our eating and our life. it's huge. >> this kind of connection between owners and customers goes two ways. the bittermans listen to their customers just as enthusiastically as their customers listen to them. >> we have restaurants coming into the store and they're asking with about all these different salts and saying, well, can we buy it for our restaurant? we say, sure. that happens again and again and aga again. >> by sharing their stories one-on-one with customers, the bittermans business has g