When you go to a supermarket, everything seems so orderly, stocked neatly on shelves, in bins and in coolers. But behind the scenes, getting food from farm to factory to grocery store fridge — a process known as supply chain management — can be complicated and messy. While some of the bigger food businesses handle supply chain internally, many others, including smaller and start-up businesses turn to the expertise of consultants with years of experience. One of these is Will Madden, co-founder of Chicago-based Whole Brain Consulting. FamilyFarmed interview Will about his business’ origins, why food businesses need contract manufacturers, the biggest supply chain challenges… and why he made the highest bid for a CEO yacht cruise on the Chicago River and Lake Michigan that was a silent auction prize at last April’s Frontera 30th Anniversary Celebration.