Lesson Three
“You don’t deserve my melons,” said Brett Grohsgal, defiantly. He was standing behind his Even’ Star Farm product, literally, at a local farmers’ market table in Maryland in 2004.
Brett was talking to Kimberly Triplett, an executive chef for a Bon Appétit university campus. After tasting the juicy, aromatic melons, she had attempted to place a very large order. She was excited: she located the flavorful product from the exact kind of local purveyor she had been assigned to find, and she was about to provide him with an unprecedented purchase. A huge business opportunity for Even’ Star.
Or maybe not. “I put so much care into these melons,” Brett told her, “I am not going to have them just sold into a ...
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