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Matthew Fienup, CEO and Founder of H2Omarkets.com and Executive Director of the Center for Research and Forecasting at California Lutheran University, joins us to discuss his involvement in the development of California water markets. We dive deep into the fascinating history of California water rights and how newly developed fair-trade water markets address critical groundwater scarcity issues. By critically focusing on communication and fair representation for all parties involved, Matthew and his colleagues achieved an astonishing 100% unanimous agreement on the implementation of these water market systems and 80% participation in the market in the first year.