You have probably heard how challenging it is to keep a farm or ranch alive in today's industrial food system. Low prices, high barriers to market entry and climate impacts are killing off the family ranches that are the primary sources of meat. Big corporations are capturing the vast majority of the wealth and impoverishing rural communities. Hear about one attempt to turn the tide in one of the most rural regions of California, which is home to many good people and beautiful ranches seeking more direct relationship to urban eaters.