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Lee Rice never set out to be an organic farmer, but the business seemed to find him. Learn about his story and about his passion for producing some of the very best produce in all of the Treasure Valley. Learn more at: http://www.ricefamilyfarms.com/ SUBSCRIBE: http://bit.ly/179claK About Whole Foods: Who are we? Well, we seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture. Add to that the excitement and fun we bring to shopping for groceries, and you start to get a sense of what we're all about. Oh yeah, we're a mission-driven company too.  Connect with Whole Foods Online: Visit the Whole Foods WEBSITE: http://bit.ly/18gKv7J Like Whole Foods on FACEBOOK: http://on.fb.me/179cxqt Follow Whole Foods on TWITTER: http://bit.ly/15eklAG Rice Family Farms - Meridian, Idaho | Producer Profiles | Whole Foods Market http://www.youtube.com/user/wholefoodsmarket