After a college stint in Boston that reeked of the all-too-common path of being overworked and under experienced the East Coast kid headed west to seek a simpler life and to apply his outdoor athletic passions to a broader canvas. In a nutshell, Jeff decided at an early age to avoid the dreaded Five C's: commuting, cubicles and conforming corporate culture.

Recent Projects
With this in mind, he recently launched an organic restaurant brand named The Humble Pie Company in Santa Cruz, CA (early Spring '09). “I have modeled much of my company’s values after those of Patagonia. They have set the bar high and I feel it's my duty as an entrepreneur to lend a hand in raising it further.” His company’s mission statement reflects that statement: “Make great tasting food that is good for you, restore the value of a healthy balanced diet within our society and protect the environment through our support of organic farmers and sustainable agricultural practices.”

On the Environment
"I'm trying to thump the environmental bible by reaching out through people's stomachs."

Words to live by
"Better the pride that resides as a citizen of the world than a pride that divides when a colorful rag is unfurled." – N. Peart

"Live simply, so others may simply live." – Gandhi