Jason Persall may be a fourth generation farmer, but when it comes to social media, he’s embracing 21st century technology with both arms.

Jason produces cold pressed soybean and canola oils as well as other incredible gourmet products at his Waterford farm. He also works with Ontario’s Own to supply beans for our vegetarian and meat chili.

In his spare time (that’s a joke, because farmers don’t really have any spare time) he creates video episodes for his YouTube Channel called The Gourmet Farmer. He doesn’t have any acting ambitions and doesn’t want to be a “celebrity farmer,” he’s just passionate about good food and sharing insights that give people a different view onto the food system that The Food Network simply doesn’t provide. The videos are shot by Chris Atkins, a “Northfolk boy” and a friend who shoots Jason as he travels around meeting farmers and attending festivals. Check out his video on Edamame below:

Each of Jason’s “webisodes” feature what he calls “gourmet farmers” who he defines as folks who make great food and do it in a way that is sustainable. While food is the final output of farmers’ efforts, their food would not be sustainable if they weren’t focused on protecting the soil, water, forests, etc. that make up each farm’s mini eco-system.

Jason encourages other farmers who sell directly to the public to leverage social media platforms like Twitter, Facebook and YouTube to spread the word about their products, their regions and farming. In the meantime, Jason’s plans to stay on vanguard of social media and continue spreading the word about the importance of good food done right.