“And so it was that after spending his entire adult life building his business, revolutionizing the industry, setting a new standard for meat quality, creating a famous brand, and racking up a couple hundred million dollars in sales, Niman wound up with nothing. Indeed, you might say less than nothing: His name is now attached to products that he doesn't believe in and won't buy. 'I'm not willing to eat Niman Ranch beef myself,' he said, 'and so I don't recommend it to others.'”