Jeff is the fourth son of Harold and Patricia Hartzler. He originally bought the cows and dairy equipment from his father, but since 1984 has been a partner with his brother, John, working the original family farm.

"It's got to be in your blood," comments Jeff on his dairy career decision. " I grew up with it and understand it. I know what to expect."

And these days, Jeff, like many Hartzlers, has a lot of expectations as a result of the family's decision to offer natural milk to Ohio consumers. "There is a great incentive in going your own direction," he says. "I think it gives us a new outlook. When you think about it, we cannot really compete with the large corporate dairies, but we now have a niche. We are producing a unique, healthy, great tasting milk. This is the only way we can make it."

But Jeff has no illusions about what it will take for the family's emerging venture to succeed. There are no shortcuts in running a good, clean dairy and raising healthy cows on all-natural homegrown grains. His gracious but honest approach is refreshing

"Getting up at 3:30 AM every day is still the hardest part of this job," Jeff admits while actually laughing. "But advertising the way we farm, as well as our quality product, means we have to do it right or we would not be giving our customers what they deserve. I wouldn't want to do it any other way."