It's plain and simple. Joseph is the Point of Sale King of Las Vegas, NV, USA, Planet Earth. He is now trying to prove he is also the Backyard Farm King of the same lands. And by the early looks of it, he has a very good shot indeed.
Please take a look at all the good things he is raising out there by the South Point in Vegas. The last I heard, the Mexican peddler selling vegetables on the side of the road near Joe's palace is getting worried that Joe's farm may force him clear back to Jalisco. Let's all hope that doesn't happen.