05/04/2026
Circling back to the first time we publicly mentioned Ration and Seed! We named "Ration and Seed" in 2020! This is the video we made (video via Smiley Face Media ๐ซถ) in May of 2021 about the whole project... several months before we actually closed on the building ๐
(that'll be a story for another post).
A lot has changed since then, but our plans (aside from a few inevitable details and timelines) have not.
Before we got here we were pretty well screwed. We had been out of work for longer than we could manage (LA closed the studios, my storefront, and all in-person production well before the shutdowns... and all of our clients pulled their future bookings and contracts due to their own uncertainties).
We had been living off of cans of artichoke hearts and counter-thawed bags of frozen peas (because that's what was available, and what we could afford). Both of our cars broke down - Rick's engine block cracked and the computer fried on mine. There was no unemployment options, PPP funds, none of that. No guarantees that we weren't going to lose our studio apartment (rent relief hadn't happened yet - and never happened for us).
As my dad always says, "Necessity is the mother of invention." Or as we say, "Necessity breeds innovation" - both phrases apply. As much as that time period tried to break us, it also lit a FIRE. My self talk was, "You gotta fight, and you gotta think."
There was always this thought in the back of our minds that something bad was going to happen in the cities - that's where our house comes in. Also a story for another post. But thank goodness for a few friends and family that helped us cover the gas money and car rental to even get out here. We had been through plenty of tough times before, but this was the real deal. Before we left, we sent out THOUSANDS of cold emails about "contactless content creation" and booked a great client the DAY we arrived in Indiana! Then another. And so began the changing of the tides.
Kitchen 17 was also forced to shut down in Chicago - but Jennie and I had been discussing launching frozen pizzas for about two years leading up to this, and she was ready. She did it. And it worked.
I've tended to shy away from this part of the story, not really wanting to put emphasis on the fragility of that time period. Nope nope nope. I'll always be proud of how we pulled it all together - from getting out here with negative thousands in our account (still paying for the apartment and storefront rents and utilities with no income... so fun), to purchasing the Herald Press building. It took a lot of all-nighters, but we did it. We fought for it. We earned the money. We got the loans. We did the hard work. And now, it's all coming together!
This is "Kitchen 17 - WE ARE EXPANDING" by Rick Amieva on Vimeo, the home for high quality videos and the people who love them.