Texas offers a helping hand to low-income families through the Supplemental Nutrition Assistance Program (SNAP), enabling participants to use their SNAP cards at many of the Farmers Markets we frequent. I must admit, I was doubtful we’d have a customer use SNAP benefits to purchase our meat. After all, it’s no secret that the cost of factory-farmed proteins at grocery stores is significantly cheaper than our pricing. Now when I say cheaper, I mean dollars per pound. I contend our proteins offer greater nutritional value – but I’m getting off topic.

Well, imagine my surprise when a young couple with a newborn baby started counting up their tokens to purchase some of our chicken (tokens are used at the market to facilitate vendor reimbursement). My skepticism immediately turned to elation. I was so excited to see someone placing such a high priority on what they consume. This, to me, was a clear sign that our message is resonating.