Tall Grass went to a bank to finance the purchase of their first bakery. When they explained their plan – to charge more for their bread in order to pay farmers fairly – the banker told them it was absurd and refused the loan.

Tall Grass received an outpouring of love money – loans from family and friends – that supplemented the cash from their own pockets. Most of their loans were low interest or no interest and some were forgiven. It turned out that people were indeed willing to pay more to help achieve the social objectives of the business. To everyone’s surprise, the bakery sold out in ten minutes on opening day and within six weeks had met its three-year production goal.