Roadside MBA, a Stanford Business multimedia project, followed three economists as they ditched the classroom for a real-world lesson in successful small businesses across the American West. In this video, they headed off to Tulare County in the heart of California’s Central Valley.

Here, two brothers running a small dairy wondered how they could get customers to buy milk when bigger companies offer a cheaper product. The plan? They made it their business to stand out by bringing simple glass bottles back to the milk business.

Would there be enough people willing to pay more for their farm-to-table brand and homespun touch? Watch the video to see what happened. Or, you can find all the Roadside MBA adventures online.