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    Wild Idea and Patagonia Provisions’ Event

    November 4, 2018

November 4, 2018

Wild Idea and Patagonia Provisions’ Event

After an amazing time with friends and family at the Wild Idea Buffalo Co. and Patagonia Provisions event last night, I have been mulling over thoughts on the important conversations that happened.

The party was held in an tent on Wild Idea’s headquarters in Rapid City, South Dakota about one hour away from their 35,000 acre buffalo ranch. Jill O’Brien, cofounder of Wild Idea and dear friend, organized this meaningful gathering to celebrate the company’s 20th birthday.

There was an electric atmosphere throughout the crowd.  Everyone was there for the same cause; to make the planet a better place.

There was an assortment of snacks and drinks provided by Patagonia Provisions and later a buffalo feast by Wild Idea Buffalo Co. to showcase the end result of their 20 years of hard work.During the gathering, we previewed Unbroken Ground, a film produced by Patagonia that features their sourcing partners’ practices.  Each farmer shared the same common passion; make our planet a better place.

After the video, there was a lengthy Q&A session with Yvon Chouinard, founder of Patagonia and Earth investor and Dan O’Brien author and founder of Wild Idea.

Unbroken Ground from Patagonia on Vimeo.

My Thoughts

One thing I hear a lot is how expensive it is to eat the right way. I often recommend my coaching clients to eat food that is eating their version of a paleo diet.

For example, Wild Idea Buffalo Co. goes above and beyond to deliver bison meat that eats almost exactly what their ancestors ate for thousands of years. They also allow these animals to live a lifestyle similar to that of a buffalo pre-1492 when Columbus sailed the ocean blue. Before Anglo-Saxon explorers arrived in North America there was a perfectly balanced ecosystem with indigenous people and bison.

Wild Idea resists the constant gravitational pull towards “streamlining” their processes and remains on the righteous path of being stewards to our land by refusing to compromise.

Too often I hear people give themselves an out for taking the easy way like,

“I am so busy sometimes fast food is all that I have time for”, “grass-fed meat is so expensive”, “I can get Angus beef for a fraction of the cost at the big box store”, or “Organic is a gimmick so I don’t waste my money buying it.”

These are all small habits that comprise some of our biggest problems.

We can all make the time to cook homemade meals and skip the Netflix show or the screen-time on the Smart Phone.

We find the money to pay for an expensive iPhone and service, Cable TV, etc. and we’ll have to come up with the money later in life when the years of eating nutrient devoid food catch up to us and health care costs become even more astronomical.

I agree that “organic” doesn’t mean perfect but it’s better than eating food that is guaranteed to be latent with herbicides and pesticides.

Another interesting pattern to observe is how expensive buffalo meat is now compared to the mid-1800s when Americans were killing entire herds for fun. There were instances when trains would stop so passengers could shoot the animals for sport then leave their carcasses to rot without any consideration for it being food.

Bison skulls pile to be used for fertilizer , 1870

Our military looked at the destruction of the herd as a way to weaken the indigenous tribes of North America. General Phillip S. Sheridan, said: “If I could learn that every buffalo in the Northern herd were killed I would be glad…The destruction of the herd would do more to keep Indians quiet than anything else that could happen.”

tragic story of Americans killing millions of Great Plains bison

History does indeed repeat itself and there are things we value very little now that’s value will skyrocket once it is close to extinction. Like our Native Prairie grasses that are being tilled up and destroyed for government-subsidized soy, corn, and grain.


corn crop killing our precious topsoil

While people are bellyaching about the cost of good food, they forget it is us that made the cost so exorbitant in the first place.

Buy local and know thy farmer/rancher, cook together as a family for entertainment, and rework your budget to nurture your body.

A big thank you to Patagonia Provisions and Jill, and Dan O’Brien, Jillian, and Colton Jones of Wild Idea Buffalo Co. for being champions and leaders of these pillars. My hope is that the entire human population adopts these beliefs before it’s too late.

My Gratitude Goes To

Patagonia Provisions Wild Idea


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