This research aimed to determine salient factors affecting the decision to become a beginning organic farmer. New and beginning organic farmers have unique characteristics, showcasing their dedication to environmental justice and social justice at the expense of their own businesses. This research aimed to determine why people with no background in agriculture would start a farm when it is a high-risk and low-return business. With multigenerational farmers aging out of agriculture, we investigated the new generation and shifting demographics of people entering farming that will replace retiring farmers and feed our future. This research employed a multiple-case case study design. We conducted semi-structured interviews with 40 first-generation farmers who operate organic farms in Arkansas, Florida, or Georgia. We analyzed interview transcripts using the qualitative analysis approach of coding. Our results reveal two primary reasons why people with little practical knowledge start farms. First, they are inspired by those around them who succeed, and second, they are encouraged by influential characters in the field who assure them they can do something they love and be profitable. This research showed that first-generation farmers find inspiration and develop values rooted in food justice. Our findings have implications for developing and implementing current and future programmatic activities that aim to enhance beginning farmer training and workforce development. We identified sources of inspiration that will help researchers and service providers target newer and beginning farmers to support a vibrant food system, including burgeoning market opportunities, developing strong communities around food, and building grassroots solutions.