If you would like to be a part of the fund grab a spot on my calendar and let’s discuss!
But lest you think I only thought about venture funds on my birthday I promise I did some celebrating with my family and friends. One of my favorite girlfriends came up to visit. She went straight from the airport to the food cooperative and stocked our half empty fridge with a full harvest of food.
A well stocked fridge
She then proceeded to cook a gorgeous dinner with grilled chicken and roasted cauliflower along with kale chips and a big mixed green salad with a shallot and fresh fig dressing.
Gorgeous, health and nourishing.
And lest you think the most important part of a birthday was forgot here is a picture of the most impossibly beautiful chocolate cake I’ve ever seen.
A chocolate birthday cake
I had a wonderful day filled with love and support. It’s only taken a couple decades but I am finally feeling like I’ve built a life where I feel secure, loved and cared for by those I’ve chosen to be in my life.
WARNING: I am discussing food and my relationship to food for anyone that has any triggers around food, eating disorders, or disordered eating.
I accidentally didn’t eat anything of substance today. I had some coffee and a banana so just enough to break my fast but not quite so much that I had a meal. The weekend was packed with meals in huge portions due to slightly more socializing and being out of the house than was wise. I really felt it yesterday as we had two very hearty meals planned and I managed to eat maybe a quarter of it.
Some of worst parts of having to combat an autoimmune disorder is sometimes being put on medications that need to be taken with food. I hate when any outside force interferes with my body. Even medication.
But as I come to the end of my day it is probably time to eat a proper meal. My stomach is rumbling. I can feel my focus faltering. I don’t have much of an appetite but I will need to find the middle ground between feast and famine today.
A trigger warning for folks. This post contains discussions of poor eating habits, food trauma and possible eating disorders.
As much as I like being a bit of a loner, I am often comically inept at having to take care of myself. My husband has been busy with work and I have been left to my own devices to manage cooking this week. Let’s just say it went a bit poorly. Or at least it was comical. My husband is practically a chef and I can barely microwave a hot pocket.
I’m exactly the sort of person that Soylent, the tech bro reinvents NutriSlim beverage, was designed to appeal to. I am easily overwhelmed by the thought of even basic cooking. I’m extremely picky about texture, smells and presentation (thanks autism). And if I’m really honest I just don’t want to eat anything that isn’t perfect. So if it’s not exactly what I want, I might has well have a nutritional slurry. I hate to waste calories in unappealing food so I’d rather get in my macronutrients and vitamins.
I’m embarrassed to say that I did exactly that for a few meals this week. I tossed 2 scoops of protein powder, a scoop of vitamin mix, and some GI stomach support into a glass of water and called that dinner. Even lower rent than a packaged shake but probably healthier. I got 35 grams of protein out of this bad boy.
A protein slurry in water.
I realize this sounds like I’ve got an eating disorder. And maybe I do. Before anyone has a clue that I might be autistic I had some knock down drag out battle of wills with doctors.
One of the defining traumas of my childhood was my pediatrician telling my mother I needed to eat more dairy. I hated the stuff and refused milk & yogurt as small child. My doctor’s solution (and I am not making this up sadly) was to not allow me any food till I ate dairy
That story doesn’t end well. I didn’t eat the dairy. I passed out. Starving kids into compliance is perhaps a bad idea. But it did leave me with a sense of comfort and control with fasting. If I cannot eat for any reason I know I will be able to manage feelings of hunger. So not a total loss.
I have enjoyed some of this feral goblin mode stuff but I’m glad that Alex is back at his cooking now that the week is over and it’s Friday. Pulled pork is definitely better than nutritional slurry. Well, sometimes slurry has its place.
If I haven’t yet recommended it to you, my favorite sit-com is called Letterkenney. It’s about a group of young Canadians living in a small town in farm country. It follows the hicks, skids, and hockey players as they go about their lives of mostly manual labor and occasional drug dealing. This premise dramatically undersells the show which has the smartest writing and quippiest dialog this side of an Aaron Sorkin drama. Except it’s about ten times as vulgar and much less pretentious.
One of my favorite ongoing bits in the show is how everyone is always “choring” as a background. Or if you aren’t choring you need to get back at it. Want to go out? Pitter patter, let’s get at her by getting back to choring.
Between various work obligations today I have been getting back to choring myself. I had a whole host of both farm and house chores that got put away today in my frenzy of focus. First up was doing seed starts for my winter hydroponic lettuce and herb garden. I used this guide from my favorite resilient living website Unprepared.
Feeling invigorated by the success of the mornings planting and by the nutrients in the head of butter leaf I harvested, I turned to other overdue bits of choring.
A grey bookshelf with an esoteric mix of books.
I unpacked and organized some of the books I keep on hand for reference materials. You might spot preparedness & resilience topics. Also my library on consumption, class & money. My capitalism meets Marxism meets political theory books. And then of course a lot of Greeks.
A pantry well stocked with dry goods
I then tackled the organization of the pantry. That’s got a long way to go but at least I took it from a bunch of stuff Willy Nilly into a basic organization. We’ve got shelves dedicated to dried fruit, an entire shelf for nuts, and other sundry spots for grains and sugars and the like. Shockingly there are drawers under this where I’ve put beans and lentils to keep the onions and potatoes companies.
I’ve got so many chores that listing out all the choring for one day both motivates me to keep at it but also reminds me that we get a lot day each day around the homestead.
As Ive mentioned, I’m in a heavy “bitches be shopping” mode as I’m settling into a new home that is 5x larger than anything I’ve ever lived in.
I’ve purchased furniture, home decor, sheets & towels, work boots, denim, dry goods, storage bins & racks, paint, curtains, toiletries, vitamins, over the counter medications, and cosmetics. I’ve really “enjoyed” the full spectrum of American retail in all its consumer glory. Makes me feel all patriotic.
I’m lucky that I have several decades of experience in the dark arts of consumption studies and consumer marketing to guide me through. And even with that knowledge, I feel like I keep getting ripped off.
What is wrong with shopping in America?
Most folks are keenly aware of rising costs and supply chain troubles coming out of a pandemic that was treated with stimulus and zero interest monetary policy. Stimmy checks & a society wide health scare had all kinds of unintended consequences on everything. But the end result is everything feels more expensive. And also shittier.
One argument is that shrinkflation has come for America.
Shrinkflation, also known as the grocery shrink ray, deflation, or package downsizing, is the process of items shrinking in size or quantity, or even sometimes reformulating or reducing quality.
Wikipedia
It’s a maddening phenomenon as brands and retailers do their best to hide the basic fact that you are paying the same amount for less. We are a nation being gaslighted by an array of institutions that we’ve been raised to consider our pride and joy. It’s part of our national myth that supermarkets won the Cold War. American brands can be trusted. American brands are the best.
American brands are subject to market forces not central planning. And those forces are choppy at best. Which is how we ended up with our favorite popsicle letting us down.
Welch’s juice ice bars popsicles shown side by side. One is 1.5 oz and one is 2oz. Both cost the same at Costco but the 2oz is from 2020 before shrinkflation.
The otter pop’s my husband favors have gone from 2oz to 1.5oz but have stayed the same price at Costco. It’s not a huge change. We probably wouldn’t have noticed it except we had a couple older ones we bought early in the pandemic and were able to compare. It was a small betrayal but at least we knew it and could accept the increased cost.
But imagine if you weren’t aware of the macroeconomic forces at play. Or if you weren’t a careful observer of consumption and shopping. What if you were just a kid that got duped by a popsicles?
The compounding effect of lower standards of living is making us all go a bit stir crazy.
I suspect we are all experiencing a little bit of crazy-making from the subtle ways in which we can no longer trust our brands and retailers. It feels downright un-American. And I wouldn’t be shocked if it’s a contributing factor to the general sense of unease and institutional distrust. If you can’t trust American consumerism, well we don’t really have much left.
I’ve been procrastinating on two core projects for the fall. Both of which involve making a modest investment between $100 and $250 depending on how fancy I want to get. So it’s not a throwaway amount of money but it’s also not money I should be hesitating on.
I’ve been in my head about it for two or three weeks even though I regularly need to make decisions about much larger sums of money for projects with much longer time horizons. I finally got myself over the hump on clicking order after going over my plans with my husband Alex for an hour. Which we’d definitely bill at more than we spent.
PROJECT ONE: TEST APPLE ORCHARD
The first project is getting in a few apple saplings in a fall planting to test out where we want an orchard. It’s not a full orchard with a big wiz-bang multi-year permaculture plan. We literally just want to get in four to six dwarf trees in the soil as soon as possible as we’ve been told it’s feasible to do fall plantings of heartier Zone 4 varietals.
We did a soil sample and the results came back with very encouraging results. Our back pasture has excellent quality soil despite being compacted by horses.
A soil health assessment from Ward Laboratories.
And yet I struggled to make a purchase. I made a trip to the nursery. I fucked around on a bunch of websites. I ordered catalogs for next year’s spring plantings. Finally this afternoon we threw caution to the wind and bought six dwarfs from Stark Brothers. The total came to about $250 and if it all fails well I’m glad I spent the money on fruit trees instead of a disposable consumer good.
PROJECT 2: SEED STARTS
The second purchase was seed starter supplies for our winter hydroponic crops which we plan to cultivate in the barn. We got a LettuceGrow system early in the pandemic and absolutely loved the quality of greens we got out of it. We’d been able to buy starts (aka seeds that have sprouted and begun to grow) for it in Colorado but this winter I wanted to do my own growing from seeds up into starts.
The goal was to have constant rotation of red and green leaf lettuce along with romaine and kale by staggering seed tray starts. It would be easier and have fewer failure points if we did a new batch of seed starts once every couple of weeks for consistency and move them from one grow light seed tray to the LettuceGrow once it fully sprouted.
Here were all of my friends and colleagues just out there doing the work. And I was too scared to experiment myself. Finally today we bought everything we needed from Amazon and purchased six or seven seed types from Johnny’s hydroponic collection. All told for everything it was $86 for a set up that should work for many seasons.
THE LESSON
While I’d never tell anyone to just go nuts putting shit in the ground without some research, I do think it’s possible to be too in your head about growing. I’ve been reading so much about fancy techniques like permaculture that I had neglected the most basic lesson of both startups and gardening. Execution is exponential. Just start doing something. Make it small. But you have to just start. Just plant. Just make things.
A bell curve with a smooth brain, a midwit and a Jedi. The midwit explains Sepp Holzer’s permaculture. The Jedi & the brain just plant.
A lot of folks seem to be coming through Montana over the next two weeks. Maybe it’s the nature of high season that people flock to Montana at the end of the summer?
But it’s been quite fun to have all kinds of friends, mutuals and acquaintances reach out to make plans. Visibility on Twitter has played a large role in this, as anyone passing through Montana might be inclined to grab a meal or a drink if they scroll their local mutuals. I like to think I am top of mind because I am a good hang but it’s probably because I’m just quite visible.
All these tourists has got a bit of a “center of the universe” feel to it. It’s like a mountain summer town version of Manhattan during fashion week. Or Los Angeles during the Oscars. I’ve got to say it feels like I’m Monaco and it’s F1 racing season. Every city of note has an event that brings all of the jet set to their hometown.
I’m usually mixed on doing too much social activity but I’ve been feeling like socializing more. I’ve even been eating out with much more frequency. And what’s amazing about it is that in the past I didn’t want to do more than a couple events a month. But this end of summer in Montana thing has me looking forward to more deck cocktails, eating cold cherries on the marble kitchen slab, going to pubs and ale houses, and maybe even a few steak houses too.
Having a modest disability like chronic pain (I have a form of arthritis in my spine) means I can’t always be physically active for an entire day. I need to lay down flat sometimes to relieve pressure on my spine and I can be fatigued from the persistent pain. It’s something I have to work around even if it’s not completely debilitating.
I’ve worked hard to control the disease. But it has meant a lot of days where normal activity had a poor return on the energy invested. If had a day where I was on my feet for hours at a time I’d probably pay for it the next day with extra time laying down. So I try to limit unnecessary activities.
I’m giving a lot of context that might not be necessary for regular readers of this daily chronicle that know me. But it’s not always easy for me to do what normal people take for granted. Imagine a day where you wake up, shower, cook and clean up after yourself, you go to work, you run some errands, you exercise, you come home to cook and clean some more, you care for your family and maybe you enjoy a hobby. A regular day.
I named ten activities you do without thinking. If I want to avoid hurting myself or using too much energy in one day, I have to pick two or three of those things. You might not be surprised to learn I pick showering, work and my health routines.
If I’m having a good day, I can add on additional activity or two. But it’s probably something I can do laying flat on my back. That’s how Twitter became a central nexus for socializing if you are curious.
So having given paragraphs of context I hope it allows you to understand my excitement about having an absolutely normal Sunday. This morning got up. I made food for myself. I went for a forty minute walk. I did my entire biohacking routine. I went to a nursery to see about some options for the orchard. Then I went to the grocery store with my husband and we did the shopping for the week. Then we did some chores on the new homestead. A truly astonishing about of activities for someone like me.
And even after all activity that I felt well enough for a long shower (often a painful activity as hot water swells my joints). It’s 5pm and I’ve been up and about since 8am and only laid down just now to write this post. And someone I feel totally fine.
Shortly I’ll be cooking mushroom risotto for Sunday dinner. My husband is the cook of the family but for some reason Arborio rice is his nemesis. He’s never made a decent risotto in all the time I’ve known him. Typically after a day with this much activity I’d never even consider cooking. But I’m having a normal Sunday and doesn’t it sound nice to make something a little more involved to eat?
User acquisition is my little niche in the startup world. While all founders are generalists my super power has always been getting the attention of customers. So I often enjoy little illustrative moments where basic principles of finding and speaking to your audience go awry.
I have tweeted extensively about my concern in the rising cost of core agriculture commodities in the face of shitstorm in the fertilizer markets. This isn’t that novel if you work in finance but it’s probably not a large group of people that are actively discussing fertilizer costs. I do not however buy fertilizer personally. I don’t finance it.
In the face of rising interest rates, partnering with Nutrien Financial™ can help you prepare for the future with confidence. Our latest blog post explores why financing your input purchases may be beneficial to your operation:🔗 nutrienagsolutions.com/blog/5-Reasons… #AgFinancing
I was served a tweet for Nutrien Financial. They would like me to consider financing my crop inputs. In fairness to this promoted tweet the final demographic detail Twitter may know about me is that I live on rural land with agricultural use zoning. I see how I got targeted. And I am delighted to be served this piece of thought leadership from them. But I’m not in anyway their customers base even though I mimic a lot that matches them.
Let’s compare this to another group of advertisements that targeted me this week. I got several pieces of direct mail in my physical USPS post. These folks knew that I had recently purchased a forwarding service from the USPS to make sure old post from my former Colorado address would reach my new one in Montana. Let’s take a look at what they advertised to me based on that piece of information.
A spread of several catalogs and promotional mailers for home furniture, blinds and window treatments and rural road paving services.
It looks likes advertisers who want to reach married couples that have recently forwarded their mail to a new address might be in the market for furniture, window treatments and also I guess rural road paving services. That one might be a rural Montana thing so slightly more niche.
Advertisers argue a lot about high intent audiences. That basically means someone who is likely to buy your product or service. Lots of people can fall into the typical demographic of what you sell but judging if if they are likely to be persuaded to make a purchase can save you a lot of money. Don’t sell to someone who isn’t buying.
Sure you can convince someone they want something with aspirations and glamour but you have to be able to be convinced. It’s a lot easier to do that for a lipstick than a couch. Significantly harder to do for rural road paving I imagine (though I’ve never done it so I can’t be sure). The hardest has got to be financial products for large scale industrial agriculture purchases. Finding people with high intent to buy fertilizer seems pretty specific.
Marketers can and do try to gussy up these facts with fancy languages but getting attention and selling to people that want to pay attention are basic. I’m not the tactics aren’t complex and the work can’t get extremely technical but at least we know we are working with human desires. And I think it’s important to think through that when planning a campaign. Don’t want to overspend on convincing someone who isn’t even in the market to be convinced.
There are a number of memes that have taken off in the last few years related to food scarcity as a mechanism for elite control Coverage of climate change and the need for change in agribusiness has been covered extensively in mainstream media so it’s no surprise there is backlash.
