ReGen Brands Podcast

On this episode, we have Samuel Taylor who is the Founder and CEO of Long Table.

Long Table is supporting regenerative agriculture with their pancake and waffle mixes made with regeneratively grown heirloom grains. 

In this episode, we learn how Samuel went from actor to CPG Founder due to the combination of a pancake obsession and an acrobatic love interest. He details how the brand went from the farmers market to appearing on Shark Tank, and he shares why regenerative, stone-milled, heirloom grains are a game-changer in terms of flavor, nutrition, and environmental impact.

Lots of great stories in this one folks! Samuel didn’t land a deal on Shark Tank, but he scooped up the next best thing: “the best pancakes I’ve ever had” compliment from all the sharks and a million-dollar sales bump. A little over a year later, he’s looking to build out this brand both online and in retail while being a key purchaser supporting the regenerative grain shed of the upper Midwest.

Episode Highlights:

🥞 Next-gen pancakes from regeneratively-grown, heirloom grains

🎪 The acrobatic love interest that inspired the brand

🍿 Inventing popcorn flour pancakes

🦈 Going on Shark Tank with David Schwimmer

🤯 Doing $1M in sales the 6 weeks after Shark Tank

🌾 Building supply chains with the Artisan Grain Collaborative

🤤 Why stone-milled, heirloom grains are better

📈 Capital-efficient, omnichannel growth

🏅 Working towards Regenified™ certification

💰 Why regen brands need more investment

Links:

Long Table

Artisan Grain Collaborative

Long Table On Shark Tank

Seedhouse Design

Janie’s Mill

Meadowlark Organics

Regenified™

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On this episode, we have Ben Mand who is the CEO at Guayakí.

Guayakí is supporting regenerative agriculture with their various yerba mate-based products that are farmed in regenerative organic systems. 

Yerba mate is a tree of the holly family that is native to the Atlantic Forest of South America, and the consumption of yerba mate is related to the unique relationship between Indigenous Peoples and their forest environments developed over millennia.

On this episode, we learn how Ben has satisfied his appetite for impact across a wide array of brands, and he shares more about Guayakí’s Market Drive Regeneration™ approach - detailing what that means for their farming partners, their business, and their consumers.

Episode Highlights:

🍃 Creating the yerba mate category

🧉 The traditional gourd circle practice of sharing mate

📈 Going from incremental to exponential impact in CPG

❤️ Guayakí’s Market Driven Regeneration™

🙏 Partnering with Indigenous communities

🤝 Farmer price premiums and infrastructure investment

👉 Making responsible business the new norm

🔥 Nailing the brilliant basics to tell the regen story

🔮 Future-proofing their product portfolio

🎯 How retailers should support regen brands

Links:

Guayakí

Yerba Mate 101

Market Driven Regeneration™

Harmless Harvest

#73 - Allie O'Brien @ Harmless Harvest

Regenerative Organic Certified®

World Bank

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On this episode, we have James Arthur Smith who is the Founder and CEO of Seatopia.

Seatopia is supporting regenerative aquaculture with its direct-to-consumer business building consumer demand for innovative aquaculture practices in hopes of scaling a truly regenerative seafood supply chain to feed the planet and restore our oceans. 

In this episode, James breaks down the massive problems with current commodity seafood systems, how Seatopia is pioneering aquaculture 3.0, and why integrated multi-trophic aquaculture in the ocean is the same thing as regenerative agriculture on the land.

If you’re ready to take a deep dive (pun intended) into marine ecosystems and planet-positive commercial-scale food production then this episode is for you.

Episode Highlights:

🌊 James’ lifelong love affair with the ocean

🐠 Why wild caught isn’t necessarily better

👉 The parallels between agriculture and aquaculture

🐟 How Seatopia is championing aquaculture 3.0

🎣 Why we can’t feed the world with just wild-caught seafood

🔥 Sourcing from integrated multi-trophic seafood farms

🙅 Why regenerative doesn’t drive dollars

🔬 Using testing and transparency to boost product claims

😯 Fish isn’t actually supposed to smell ‘fishy’

📈 Leveraging R&D for more whole-fish utilization

Links:

Seatopia

California Coastal Commission

The National Oceanic and Atmospheric Administration (NOAA)

AltaSea

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On this episode, we have Jacob Muise who is a Co-Founder and the CEO of Maui Nui Venison.

Maui Nui Venison is supporting regenerative agriculture with its lineup of venison products made from wild-harvesting the invasive Axis deer population on the island of Maui.

Maui Nui Venison is the most nutrient-rich, and protein-dense red meat on the planet. Their stress-free, wild-harvesting methods ethically and responsibly manage the invasive Axis deer population of Maui in an effort to restore ecological balance to the island.

In this episode, we learn how Jake went from surfing the frosty waters off of Nova Scotia to the warm waters of Hawaii, the ecological imperative for managing the Axis deer population in Hawaii, and how Jake turned his obsession for Axis deer into the powerhouse brand that Maui Nui is today.

Now look, this is a little ‘outside of the box’ application of the term regenerative agriculture, and that may not fly for some of you purists out there. But guess what, we don’t really care. Because Maui Nui’s outcomes in terms of ecological benefit, human nutrition, and community benefit are unquestionably regenerative. And this is the first of two episodes in a row where we feature a brand with a nuanced take on regen somewhat outside of the norm.

And the word on the street is there are multiple top-secret reveals buried deep in this episode, so I think you’ll want to listen until the very end.

Episode Highlights:

🛶 How Axis Deer came to Hawaii

🏄 Jake’s journey from Nova Scotia to Maui

🦌 Why Axis Deer populations increase so rapidly

🍖 Turning a removal project into a meat business

🤯 Their unique, stress-free, night-time harvesting process

⚙️ Building USDA-approved processing for Axis Deer

😮 Ecological and economic imperatives for eating Axis Deer

🎯 Accidentally creating the ‘perfect meat triangle’

🔥 Why taste and quality Always. Comes. First.

💥 Their upcoming broth collab with Kettle & Fire

Links:

Maui Nui Venison

Hawaiʻiʻs Axis Deer - From invasive species to food source

Peter Attia

Tim Ferriss

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On this episode, we have Jessica Rubino and Douglas Brown from New Hope Network. Jessica serves as the Vice President of Content and Douglas serves as a Senior Retail Reporter & Analyst.

New Hope Network’s purpose is to cultivate a prosperous high-integrity CPG and retail ecosystem that creates health, joy, and justice for all people while regenerating the planet. New Hope Network is at the forefront of the natural, organic, and conscious products industry. With solutions for the complete supply chain, including manufacturers, retailers, distributors, service providers, ingredient suppliers, media, and investors, New Hope Network offers a robust portfolio of content, events, data, research, and consultative services.

Most of you listening probably know New Hope best for their seminal, annual event, Natural Products Expo West, which Kyle and I broke down on Episode 66.

In this episode, we are talking all things Newtopia Now, which is New Hope’s newest event designed for buyers to discover their next best-selling conscious products through facilitated connections, deepened relationships, and actionable and inspiring content.

The unique floorplan at Newtopia Now is built around 4 neighborhoods, with one being ‘Regenerate’ showcasing brands building more regenerative supply chains and overall business models.

We get a special sneak peek preview into the event overall, what retailers and regenerative brands can expect when attending Newtopia Now, and I ask both Jessica and Douglas for their thoughts on the hottest topics in the world of regenerative CPG. Because I know y’all are tired of just hearing Kyle and I talk about them…

This was a super fun episode, and I’m looking forward to seeing many of you at Newtopia Now in August.

Episode Highlights:

💫 Introducing, Newtopia Now!

🤝 New experiences for brands & buyers

🚶 Strolling the neighborhoods and shopping the market

🍝 Creating new and deeper connections at curated dine arounds

💭 Translating customer feedback into product development

⚡ The exciting early potential of the regen movement

🤔 How almost all regen claims are 3rd-party validated

🔮 What will regen CPG claims look like in the future?

💪 Is nutrient density the silver bullet for regen demand?

🎯 Embracing empathy, interconnectedness, and deeper connection

Links:

New Hope Network

Newtopia Now

The Natural List

Natural Products Expo West

Marketing regenerative: How three ROC brands sell agriculture

Black Cat Organic Farm

The Wolf’s Tailor

Colorado Grain Chain

Pastaficio

Moxie Bread Co

Mad Agriculture

Nutrient Density Alliance

Patagonia Provisions

SIMPLi

Alec’s Ice Cream

GoodSAM Foods

Lundberg Family Farms

Ancient Nutrition

Dr. Bronner’s

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On this episode, we have Ladd Wahlen who is a fourth-generation potato farmer and Co-Owner of Roots Potato Chips. 

Roots Potato Chips is supporting regenerative agriculture with its lineup of single-origin, regeneratively farmed potato chip products.

In this episode, we learn how a college research project catapulted Ladd into his regenerative journey, how radically different his farming operation is from his conventional potato peers, and what its been like to go from farmer to also potato chip manufacturer and CPG brand operator.

Ladd’s farm is proving that you can build a regenerative model for commercial-scale potato production with the farm boasting 10 times the diversity of conventional farms, a 75% reduction in tillage versus conventional farms, and ground cover 90% of the year versus an average 33% of the year for conventional farms.

The Nature Conservancy has made the Wahlen’s farm a demonstration site to help other Idaho potato growers adopt regenerative practices and Ladd and his family hope that the Roots brand can become a commercial engine that incentivizes those same farmers to adopt these practices and while being paid for their efforts.

Episode Highlights:

🥔 Single-origin and regeneratively-farmed potato chips

🤩 Fourth-generation farmer + first-generation CPG founder

✍️ How a college research paper sparked Ladd’s regen curiosity

😯 The stark contrast between their farm and conventional farms

🥇 Being a demo farm for The Nature Conservancy

🚜 The impossibility of eliminating tillage in potato production

🤯 Starting the brand with 25 initial SKUs

👎 Why don’t retail buyers care more about regen?

🤝 Working with Soil & Climate Health Initiative Verification

🔥 Using the brand as a tool to convert potato farmers to regen

Links:

Roots Potato Chips

Idaho farm offers model of regenerative potato farming

The Nature Conservancy

Soil & Climate Initiative (SCI)

The End of Craving

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On this episode, we have Johnny Hunter who is a third-generation farmer and the President of Castor River Habitat & Farm.

Castor River Habitat & Farm is supporting regenerative agriculture with its lineup of rice products grown on their own farm and produced in their on-farm milling facility.

In this episode, we learn about the Hunter family’s deep agricultural roots, how Johnny was forced to go regen after ‘hitting rock bottom’ in 2012, and how the brand has grown since its inception in 2018.

Johnny is a masterful storyteller and this episode had a little bit of everything: thoughts on why we need to keep regenerative farmer-focused and rooted in reality, stories of collaborative commercialization with some of their retail and foodservice partners, plus what is ahead for Castor River including achieving Regenified certification and expanding sourcing beyond their home farm.

Episode Highlights:

🧑‍🌾 The Hunter family’s agricultural legacy

🤯 Committing to farming at 10 years old

💥The rock bottom year that sparked a regen transition

🎰 Why farming is like gambling and the house always wins

👏 Starting a brand to capture de-commoditized value

😂 Breaking into retail selling door-to-door at Hy-Vee

🤝 Their unique partnership with Just Salad

🦆 Why are they a habitat and a farm?

🔍 Onboarding with Regenified™

🍚 Sourcing from other farms to fuel future growth

Links:

Castor River Habitat & Farm

Ray Archuleta

The Creative Act: A Way of Being by Rick Rubin

Hy-Vee

Just Salad

Regenified™

Gabe Brown

Missouri Delta Soil Health Alliance

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On this episode, we have Allie O’Brien who is the Vice President of Marketing at Harmless Harvest.

Harmless Harvest is supporting regenerative agriculture with its Regenerative Organic Certified® coconut supply chain which is now making its way into label claims across their product portfolio.

In this episode, we learn about Harmless’ unique supply chain in Thailand sourcing the nam hom coconut, their work implementing regenerative practices on the ground through their ReCAP program, how their regenerative organic sourcing is coming to life in product marketing today and in the future, plus the support their receiving from their parent company, Danone.

Get your notepads out folks because Allie was dropping knowledge on this episode. It was super interesting and informative to have our first VP of Marketing on the show and Allie went in-depth on all things related to creating meaningful marketing strategies for regenerative claims whether we’re talking certifications, packaging design, claims hierarchy, pricing architecture, in-store promotion, channel-specific execution and so much more.

Episode Highlights:

🩷 What makes their coconut water pink + unique?

🥥 Why they only use nom ham coconuts

🌴 Canal-based, smallholder coconut farms in Thailand

😮 Why there’s no organic premium for their partner farmers

🤝 Creating the ReCAP program to increase regen ag adoption

💰 How Danone is supporting their regen work

🥤 Bringing regenerative claims to their bottles

🎯 Why regen is about retention and not purchase

👍 How retailers and certifiers can boost consumer education

🤩 “It’s the right thing to do AND better for business”

Links:

Harmless Harvest

Harmless Harvest’s Regenerative Agriculture

Harmless Harvest's 2023 Impact Report

Harmless Harvest’s ReCAP Program

Danone

Danone Ecosystem Fund

Regenerative Organic Certified®B-Corp

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On this episode, we have Alison Czeczuga and Zach West from Gaia Herbs. Alison serves as the Director of Social Impact and Sustainability while Zach serves as the Farm Operations Manager.

Gaia Herbs is supporting regenerative agriculture with their 250-acre Regenerative Organic Certified® farm in North Carolina and their more than 200+ SKUs that contain various Regenerative Organic Certified® ingredients.

In this episode, we learn how this natural channel supplement leader has developed, implemented, and expanded their regenerative strategy plus how they’re betting that tying regen to product quality and consumer wellness will be a winning commercial strategy.

We talked farmworker housing, composting programs, herbal extraction, product label claim challenges and so much more in this one. Tons of insights and of course some good laughs along the way.

Episode Highlights:

🤯 Integrating regen into their 200+ SKUs

🚜 Their 250-acre Regenerative Organic Certified® farm

🧪 How Gaia’s herbs & botanicals become supplements

🧑‍🌾 Their legendary H-2A visa farmworker crew

🏠 Gaia’s new state-of-the-art farmworker housing

♻️ Upcycling their ‘herbal marc’ into compost

🤔 The challenges of producing fully ROC™ SKUs

🤝 Working with other brands on the Sustainable Herbs Program

🧘 Why tying regen to wellness is the winning strategy

🗣️ How they’re approaching messaging and label claims

Links:

Gaia Herbs

Regenerative Organic Certified®

Rodale Institute

H-2A Temporary Agricultural Workers

Meet Your Herbs

SXSW

Regenerative Healthcare Conference

B-Corp

Sustainable Herbs Program

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On this episode, we have Dana Ehrlich who is the Founder of Verde Farms.

Verde Farms is supporting regenerative agriculture with its lineup of 100% USDA organic and grass-fed and grass-finished beef products. They have recently begun working with Land to Market to transition their supply to fully regenerative and have begun certifying certain SKUs.

In this episode, Dana shares the health and tourism journey that led him to South American grass-fed beef plus how they’ve grown the brand over time very unconventionally through private label business and branded sales to conventional and mass retailers.

Verde Farms is growing 50% year over year with category-leading velocities and recently took on its first major investment while also transitioning to self-manufacturing.

Tons of fun topics in this one on all things CPG plus Dana shares the behind-the-scenes look at getting their farmers to adopt more regenerative practices. Here’s a hint - the incentives have to do with boosting on-farm profitability.

Episode Highlights:

🔌 Going from semiconductors to CPG

🌍 How health and travel inspired the brand

🏗️ Building supply chain before brand

🤯 Landing their big break with Wegman’s & Costco

🥩 Moving all of their volume over to branded sales

🧑‍🌾 Transitioning their supply chain to regenerative

🤠 Why quicker time to slaughter weight is key for rancher adoption

🎯 Consumer first > Customer first

😯 Pivoting to self-manufacturing right before COVID

🚀 Partnering with Manna Tree to fuel future growth

Links:

Verde Farms

The End of Craving

Land to Market™

Pasturebird

Manna Tree Partners

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