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What is that? >> those are our neighbors. just saying hello. it's a military area. but we like to keep the peace. we're here to make a living. >> but, man, there are easier places to make a living. you know that. what was the reaction when you told people you were going to leave chicago to come run a salt company -- >> i think people thought i was crazy. and you know, i think it's the best thing i did. >> so this is not an act of defiance, this is an act of -- >> it's an act of resilience and continuity. >> sam says he would love to improve this place, but it is in an israeli military zone, as...

Just saying hello. it's a military area. but we like to keep the peace. we're here to make a living. >> but, man, there are easier places to make a living. you know that. what was the reaction when you told people you were going to leave chicago to come run a salt company -- >> i think people thought i was crazy. and you know, i think it's the best thing i did. >> so this is not an act of defiance, this is an act of -- >> it's an act of resilience and continuity. >> sam says he would love to improve this place, but it is in an israeli military zone, ask that's easier said than done. >> you hav...

Come relax in an evaporation pond of a giant potassium mind. >> this is the water of the dead sea. the dead sea used to be there. >> would you be willing to take home less of a profit if it meant saving this body of water for an extra century or two? >> i think that government should look for long-term always. >> you'd pay more for that concession, if they asked? >> i didn't say that. you're asking me one thing, now asking a different thing. >> back up north, sam just wants everyone taking water from the dead sea to be mindful of the collective impacts. >> it's okay to have great businesses an...

Pesticide to soda cans and car engines. >> so there are little bits of the dead sea in cars and soda cans and -- >> exactly. >> so you got, what, 20 employees? >> 20 employees work here. >> meanwhile, at the other end of the lake, sam would love to expand the company his dad built. he says he's got a great product. >> it's pure, it has 21 different minerals that you don't see in other salts. >> oh, yeah. oh, that's nice. >> i love my salt, man. >> me too. >> and since he took his product to the fancy food show, he says he has plenty of demand. >> i have a bowl of tomatoes and all the sea salt ...