Growing up as a city-dweller, Bill came to know the benefits of organic eating in his mid-20’s. The discovery caused him to give up his promising career as a stockbroker and buy an organic farm. With his success at farming, he became a guide for other farmers who voted him to lead their burgeoning organic food coop now known as the Organi-Food Network. Using his background in the financial sector, he introduced digital systems for national order and delivery that revolutionized the now on-demand green grocery business.