“I want to make growers rock stars,” he said.
The company saw its biggest growth in 10 years last year, in part because of its social media activities and community involvement, Herrick said.
“We are in a high-profile food culture in San Francisco, and we want to make ourselves relevant by being part of that conversation,” he said.
Despite logging several decades in the business, Herrick figures he’ll keep working for at least 10 more years.
“I still love what I do,” he said.