Clothing brand Patagonia has been a leader of environmental and sustainable business for decades with innovative and often daring initiatives. So we shouldn’t be surprised that Patagonia is now launching a food business: Patagonia Provisions. Founder Yvon Chouinard says that his company has been involved in agriculture for decades, through its commitment to organic cotton and its role in building that industry. Now they want to help do the same thing for food. Common business sense says that that won’t work, but Patagonia’s story has defied much logic before.