Building a business isn’t just about what you sell — it’s about what you believe. In this episode, Jim Campbell shares why purpose-driven work matters, how organic agriculture is reshaping the way people think about food, and what it looks like to build a company that puts people, animals, and the land first.
This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.
Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.
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(00:00) Introduction – Jim Campbell, President & CEO of New Country Organic
(01:38) Jim's Origin Story – From financial services to farming: horses, land, chickens, and finding a mission
(03:20) What's wrong with conventional feed and the case for organic
(04:48) The Homesteading Movement – Self-sufficiency, the pandemic effect, and why NCO's mission aligns with a growing cultural shift
(06:00) NCO's Three Core Missions – Feeding animals well, building soil health, and taking care of people
(16:07) Decoding Food Labels: Organic vs. Non-GMO – Why USDA Certified Organic is the gold standard and what "non-GMO" really means
(22:56) Backyard Chickens as a Gateway – Why chickens attract new homesteaders, and the very human benefits of connecting with animals
(27:52) Custom Feeds & Allergy-Driven Product Development – How customer needs (and a tearful after-hours phone call) shaped NCO's product line
(30:06) The Pandemic Demand Surge – A tsunami of new homesteaders and what it revealed about distrust of "Big Food"
(35:31) National Expansion: Texas, Nevada & the UK – Growing from Virginia roots to a nationwide (and soon international) footprint
(37:58) Supporting the Organic Farming Ecosystem – Buying American organic grains and helping farmers transition away from conventional agriculture
(39:17) Customer Care as a Brand Value – Treating every customer like a person, not a ticket
(41:48) Vision for NCO's Future – Organic nutrition, soil products, insect protein, and international growth
(44:10) Jim's Chapter of Life: Creation – Reflections on entrepreneurship, lifelong learning, and wishing he'd started sooner
(46:05) Advice to a Younger Self – Take more risks, find your own thing, and stay curious
