In every region farmers are finding ways to pivot from producing the same commodities that have always been produced on their land.  New farmers are also finding new ways to get started that includes trying different crops. In southern California coffee is being successfully grown on land formerly growing avocados and lemons.  Jay Ruskey planted a trial crop of coffee at his family-owned and operated farm in the hills of Santa Barbara, California called Good Land Organics, and is proving that coffee could be grown successfully outside of tropical regions –putting California coffee on the map! Farmer Jay is also the CEO of FRINJ Coffee a company set out to provide farmers an opportunity to diversify their farm portfolios. Today, FRINJ Coffee supports 65 farms in the coastal climates of Central and Southern California as it leads the California Coffee Movement. While you can\’t grow coffee everywhere, Jay Ruskey shares a journey to innovative and regenerative farming practices that meets producer\’s needs for a better share of the food dollar and the discerning expectations of today\’s consumers. www.frinjcoffee.com