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It isn’t every day that a person let’s $37 million slip through their fingers.

No, this isn’t a tale about a lottery-winning couple who made a series of unwise investments. This is the story about St. Louis Ram, Jason Brown, who ducked out of a $37 million NFL contract to buy farmland and grow crops for the needy.

To give you a bit of context and to show you just how rare this all is, Brown was a celebrated centre with a lucrative five-year contract, and deals like that don’t just happen every day. But the payday alone wasn’t enough for him, and he gave up on an American dream to follow more altruistic pursuits. In 2012, the superstar footballer stepped out and purchased some land, and this year it all paid off.

His new home is called First Fruits Farm, a 1,000-acre property that currently grows cucumbers and sweet potatoes. The name itself refers to how he’ll run his business–the first yield from every crop will go to food pantries in need. “When you see them pop up out of the ground, man, it’s the most beautiful thing you could ever see,” Brown told CBS.

The clincher? The man never farmed a day in his life before he bought the property, and he told CBS that he learned how to grow vegetables on YouTube.

The first harvest yielded 100,000 pounds of sweet potatoes from a five-acre lot, which will make you a lot of sweet potato fries and pies.

And next year? He’s hoping to harvest 200,000 sweet potatoes. Jason Brown: the king of root vegetables and a king among men.