Chris Clark is a non-generational farmer, who when at agricultural college decided he would buy a farm before he turned 50. His post-college career included spells as a farm manager, farming & adding-value to free-range pigs and setting-up a successful management consultancy practice. He purchased a 170 ha farm, at 49, where the concept of MSO was developed. More recently he has worked with over 350 farms to improve profitability. ‘The Profitable Farm’, written with Brian Scanlon, explains MSO.