IN THIS ISSUE:
PLEASANT VALLEY FARMS EGGS-ACTLY THE BEST
DEFINE RISK BEFORE PIVOTING YOUR BUSINESS Founder & Principal Brent Morrison offers insight on defining risk with your team before pivoting your business.
No one knows who first asked that age-old
It doesn’t end there. Pleasant Valley Farms
question: “Which came first, the chicken
is
or the egg?” A quick Internet search
Farm Animal Care, a 501(c)(3) nonprofit
offers endless answers ranging from the
organization that is dedicated to improving
scientifically serious to punchlines. But
the lives of farm animals and expanding
for family-owned Pleasant Valley Farms
consumer awareness of humane farming
in Farmington, California, the answer is
practices. The Certified Humane® seal on
easy: Their chickens come first.
every carton assures consumers that the
Pleasant Valley Farms traces its roots back to 1962, when the family began supplying
MORRISON SNAPSHOTS
high
quality
eggs
to
surrounding
“Certified
Humane®”
by
Humane
company meets objective standards for the treatment of their birds. Pleasant
Valley
Farms’
eggs
are
also
Valley
California Shell Egg Food Safety Compliant
Check out some of our highlights from this
and retail stores throughout Northern
(“CA SEFS Compliant”), meaning the eggs
past season.
California. In 2005, the second generation
have gone through measures to reduce the
of the family acquired the company and
risk of salmonella that requires testing,
established what is now Pleasant Valley
vaccination, and a minimum amount of
Farms. Since that time, the company has
space per bird.
communities
in
the
Central
earned its reputation as a reliable, farm direct source of top quality eggs, selling through wholesale, direct store delivery (DSD), and warehouse delivery channels.
REFLECTING ON 20 YEARS Founder & Principal Brent Morrison shares his thoughts as Morrison celebrates 20 years.
WWW.MORRISONCO.NET
year. Pleasant Valley Farms is well ahead of the curve, with their operations having been cage-free since 2014. Cage-free is
Valley Farms today is a fully integrated
defined as a controlled environment for
operation. Chicks arrive the day after
egg-laying hens in which they are free to
hatching, giving the company full control
roam unrestricted. The birds must also be
over how they are fed, nurtured, and
provided areas that allow them to engage
cared for. The company operates its own
in natural behaviors such as scratch areas,
feed mill, enabling it to ensure their
perches, nest boxes, and dust bathing
birds receive a top quality diet that is
areas. In addition, their birds for organic
free from hormones, steroids, antibiotics,
production
and animal by-products. The company
outdoor areas.
on efforts to ensure the highest quality
Get caught up with our latest client news.
100 percent cage-free by January 1 of this
With more than 500,000 birds, Pleasant
strongly believes that their caring, hands-
CLIENT CORNER
California egg farmers were required to be
feed helps maintain a healthy flock and achieve the best quality eggs for their customers.
have
year-round
access
to
The impact of the egg industry in California is notable. According to the U.S. Poultry
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NEWSLETTER | SPRING 2022