Growing Goji from seed...

Is it possible to grow from seed, my friend has bought a small shrub, it took a few years to grow but the goji berries are not that good i find. Now i found some in the health shop which are very nice and apparently they have seeds. Small brown thingylingies in the fruit.
Has anybody grown them from seeds i wonder? Or knows of a way to go about growing them?

I haven't purposely planted them but they do occasionally come up volunteer so I imagine it is pretty easy. I fermented and saved a bunch of seed this year and was thinking I would just stick some in pots in the cold frame next spring. They grow and produce very well in my climate.  

like many perennials that are tiny, they are slow to start. easy to sprout them, they sprout reliably for me....but then months and months of babying them as they are tiny at first.
i recommend it if you are patient. it will be 3-4 years before you have anything substantial for growth.
i've manage to kill a couple of dozen seedlings myself...i keep trying, but i think i overwater them