▁to ▁California ▁in ▁ 2 0 0 6 , ▁Fern ald ▁founded ▁a ▁produce ▁distribution ▁company ▁connecting ▁high ▁quality ▁far mers ▁to ▁large ▁institution al ▁buy ers , ▁which ▁was ▁later ▁acquired . ▁In ▁ 2 0 0 8 ▁Fern ald ▁began ▁working ▁with ▁Alice ▁W aters ▁as ▁executive ▁director ▁of ▁S low ▁Food ▁Nation ▁to ▁organ ize ▁and ▁direct ▁a ▁large ▁event ▁event ▁to ▁raise ▁the ▁profile ▁to ▁raise ▁the ▁profile ▁of ▁high ▁quality ▁organ ic ▁food ,. ▁ ▁In ▁ 2 0 0 9 , ▁Fern ald ▁founded ▁Live ▁Culture ▁Co ., ▁a ▁business ▁and ▁market ing ▁consult ing ▁firm . ▁In ▁ 2 0 0 9 , ▁she ▁also ▁founded ▁the ▁E at ▁Real ▁Festival ▁Company , ▁which ▁produces ▁an ▁annual , ▁two - day ▁food ▁festival ▁that ▁takes ▁place ▁in ▁Oak land , ▁California , ▁and ▁is ▁attended ▁by ▁over ▁ 1 0 0 , 0 0 0 ▁people ▁each ▁year . ▁This ▁company ▁was ▁acquired ▁in ▁ 2 0 1 5 . ▁The ▁festival ▁focus es ▁on ▁food ▁and ▁drink s ▁produced ▁locally , ▁sust ain ably ▁and ▁organ ically . ▁▁ ▁In ▁ 2 0 1 0 , ▁Fern ald ' s ▁consult ing ▁firm ▁Live ▁Culture ▁Co . ▁began ▁working ▁with ▁client ▁Tod d ▁Robinson ▁to ▁develop ▁a ▁concept ▁to ▁market ▁products ▁from ▁a ▁ran ch ▁he ▁owned ▁in ▁Northern ▁California . ▁This ▁consult ing ▁eng agement ▁resulted ▁in ▁the ▁development ▁of ▁Bel cam po , ▁which ▁Fern ald ▁and ▁Robinson ▁founded ▁in ▁ 2 0