When we started The Farms, most people had never heard of pink Himalayan salt. They didn’t know what it was, where it came from, or why anyone would choose it over the plain white salt they’d used their whole lives.

So we went out and told people about it, one conversation at a time. We filled small pouches with salt and went from store to store, introducing ourselves to owners and managers and asking if they’d give it a spot up front where customers could see it. Some said yes and many said no, but we kept showing up. We also set up tasting tables, handed out samples at local events, and talked to anyone willing to listen.