The Basil That Cost Twice as Much

There’s a restaurant that I used to sell basil to. A pound of basil for me, I never will sell you a pound for less than $30. And that restaurant bought basil from me. One time I’m talking to the owner and I ask him, ‘So how much did you pay for basil?’ He said, ‘$15.’ And I’m like, ‘So why’d you buy it from me then?’ He’s paying me $30, he’s paying Cisco $15. What he told me was, ‘Your basil, everything is usable. When I buy from Cisco, it’s a thing this big and only 3 leaves attached to it.’ So the quality—it costs the same amount, the same effort to grow what Cisco is selling versus what I’m selling. You’re not losing much, but you’re gaining a lot more.