Micro Produce was founded under the shared principles of its parent company Allegheny Genesis LLC; to promote seasonal sustainability by encompassing the beauty of the Allegheny Mountains and their importance to the lives of those who live here. Micro continues to promote sustainable agriculture by devoting time and resources to further research in sustainable greenhouse operations. The management and operational team behind Micro consists of both professional chefs and horticulturists, working together to expand culinary arts and scientific research by stretching the limits of agricultural productivity.

Jordon Masters - CEO of Allegheny Genesis
Jordon Masters, CEO and founder of Allegheny Genesis Holdings LLC 


Show Notes:

  • 00:31-2:01: Jim introduces today’s guest, Jordon Masters, CEO and founder of Allegheny Genesis Holdings LLC and asks him to give us a behind-the-curtain look into his life.
  • 2:02-3:14: Masters gives some insight into what it is that his company does, discusses the production of micro-greens and some of the technology that goes into it.
  • 3:15-3:26: How did you get started in the micro-greens business?
  • 3:27-5:04: Masters talks about his interest in sustainable agriculture and the inspiration behind his love of micro-greens.
  • 5:05-5:24: What’s your 30 second elevator pitch?
  • 5:25-6:11: “We grow some of the best micro-greens and edible flowers around the country… The products that we harvest are the exact same every single time we harvest… We have product consistency.”
  • 6:12-6:35: Talk to us a little bit about the logistics of what you guys are doing here in Morgantown…
  • 6:36-7:11: “We’re located right in the heart of Morgantown. We have a 5400 square foot green-house facility.” Masters also mentions a product partnership his company has with West Virginia University.
  • 7:12-7:20: Let’s talk about where you’re selling your products…
  • 7:21-7:45: “We sell a lot of our product right here in Morgantown.” Masters mentions a plethora of restaurants in the Morgantown area that they sell their micro-greens to as well as other restaurants across the state.
  • 7:46-8:52: You mentioned the WV Statewide Business Plan Competition; Take us through that process…
  • 8:53-10:48: Masters talks about the almost year long process that is the competition and the three stages that are a part of it. Masters also talks about how he joined the competition on a whim as he saw a flyer for the competition in the school of agriculture. Masters ended up winning the $10,000 prize in the Hospitality and Tourism Division in 2015 for his company.
  • 10:49-12:05: Tell us about your worst business moment you’ve had thus far…
  • 12:06-14:44: Masters discusses a time when he wasn’t being correctly billed for the fuel that heats the greenhouse. The greenhouse requires a lot of heat in the wintertime and when the fuel was low, the fuel company told them they wouldn’t be delivering anymore because the bills haven’t been paid. This caused quite a scare for Masters as he thought he was going to lose all of his product.  
  • 14:45-14:52: What would you say is the best thing about being in business in West Virginia?
  • 14:53-15:16: “I would say it’s a small network.” Masters says he enjoys the tight-knit community feel that WV provides.
  • 15:17-15:50: Jim pauses to take a moment to recognize the wonderful sponsors of Positively West Virginia.
  • 15:51-16:01: What do you see as the long-term vision for your company?
  • 16:02-16:50: “We’re trying to build a model for small farms.”
  • 16:51-17:00: What’s one piece of advice you’d give to young business owners or entrepreneurs?
  • 17:01-17:30: Masters urges young and old entrepreneurs alike to, “Build a strong networking system.” He goes on to say he wouldn’t be where he is now without his network of people.
  • 17:31-17:37: What’s one thing you do everyday that you think contributes to your success?
  • 17:38-18:13: “I get up and I go do it.” Masters says regardless of outside circumstances, he gets up and he gets things done everyday.
  • 18:14-18:19: What’s one resource you use in your business that you cannot live without?
  • 18:20-20:15: Masters mentions the technology in the greenhouse that alerts him when there’s something wrong as it helps him sleep easier knowing he’ll be alerted when something’s wrong.
  • 20:16-20:21: What’s one book you would recommend?
  • 20:22-20:42: Masters says he is not a big reader but recommends two podcasts to listen to other than this one: “How I Built This” and “Freakonomics.”
  • 20:43-21:06: If you could meet anyone in the state, who would that be?
  • 21:07-23:46: “I would like to meet the commissioner of agriculture.”
  • 23:47-23:58: Is there anything we haven’t covered that you want people to know about what’s going on over there at Allegheny Genesis?
  • 23:59-24:45: “Follow us on social media: Instagram | Facebook | Website
  • 24:46 – Close: Jim thanks Jordon Masters for joining him on another episode of Positively West Virginia and once again recognizes the wonderful sponsors of the show that allow these positive, West Virginia business stories to be told.