ReGen Brands Podcast

#90 - John Strohfus @ Field Theory

On this episode, we have John Strohfus who is the Founder and CEO of Field Theory and Minnesota Hemp Farms Incorporated.
John is supporting regenerative agriculture as a row crop farmer managing 1,000 acres in Minnesota, by working as a broker and supply chain builder with multiple brands, and by selling CPG products in the Field Theory brand that contain regeneratively grown ingredients.
In this episode, John educates us on what really matters to farmers, gives his take on conventional regenerative versus regenerative organic, and breaks down what it takes to find, aggregate, and broker regenerative ingredients for other brands.
This was a super fascinating conversation and a great one to start of the new year. John’s three-pronged perspective as a farmer, broker, and brand builder really unlocked some amazing insights. We were pumped to have him join us and hope you learn as much as we did.
Episode Highlights:
 
🔥 Perspective from a farmer, broker, and brand builder
🌱 Bringing hemp back to Minnesota in 2016
🚜 What’s holding farmers back from going regen?
🎯 Why we need more demand for “conventional regenerative”
👏 The lasting impact of Simple Mills’ direct trade sunflower program
🏆 What John likes about the Soil & Climate Initiative verification
⚙️ Building new direct trade regenerative supply chains
😯 Why linking regen practices to nutrient density might not work
🤔 Is CPG harder than farming?
🚀 How private label demand could help boost regen adoption
 
Links:
Field Theory
Minnesota Hemp Farms Incorporated
NETZRO
Simple Mills
Ardent Mills
Bay State Milling
PACHA
Regenerative Organic Certified
Soil & Climate Initiative
Regenified
Roots Potato Chips
MN Soil Health Coalition
Seven Sundays
Bob’s Red Mill
Nutrient Density Alliance
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#89 - Trump’s Second Term, Regenified’s New Consumer Research, & Big Recent Wins For Regenerative Brands

In this episode, we’re bringing you into the new year with a first-of-its-kind format covering current events, new consumer research, and industry news.
Kyle and I spend time talking about Trump winning the presidency and what that means for regenerative brands and the regenerative movement. How will tariffs affect cost of goods? Will mass deportations affect labor and cost of goods? Is MAHA for real and what impact will it have? Will the new administration fulfill their promises on inflation and the economy resulting in higher velocities of premium regen products and more investment into their businesses?
We chat about the cultural implications from the election and how we think that will affect where regen goes over the next 4 years. How will all this anti-establishment energy affect change? What does the rejection of woke ideology mean for brands marketing the sustainability benefits of regenerative products?
We cover Regenified’s recently released consumer report that highlights high interest in regenerative agriculture and growth opportunities for brands and retailers. What can we learn from the findings of this 850-person study? Regenified’s key findings highlighted rising consumer awareness and interest, the criticality of certifications, consumers prioritizing health and nutrient density, and consumer willingness to pay a premium for regenerative products. We unpack it all and share our perspectives. 
We share some big news from brands like Painterland Sisters, Long Table, Recoup, Little Sesame, and Diestel Family Ranch covering new products and retailer partnerships, big industry pitch slam wins, and new nutrient density analysis. 
Lastly, Kyle and I share some of the regenerative products we’re gifting to friends and family this holiday season. We’re pumped to bring you this new format and excited to do more episodes like it in 2025, so let us know what you think and want to hear us chat about next!
 
Episode Highlights:
🇺🇸 What does Trump 2.0 mean for regenerative brands?
↗️ Will tariffs drive up COGS significantly?
👀 Is MAHA for real? What are we expecting?
💰 Will brand investment increase like it did in the first term?
😡 What Trump's win tells us about current consumer sentiment
💭 How anti-woke energy might affect marketing sustainability
📊 Key findings from Regenified’s new consumer research
👉 Why regenerative awareness is still so low
🚀 BIG recent wins from regenerative brands
🎁 Our regenerative gifts for the holidays
 
Links:
Food & ag organizations respond to Trump victory
What a Trump Presidency Means for US Agriculture by Connie Bowen
MAHA
Food Fix
Undaunted Courage
California Food & Agriculture officials wrestle with regenerative agriculture definition
Regenified's 2024 Consumer Report
Recoup Takes Title as New Beverage Showdown 28 Winner
Long Table wins big at SKU Fall Showcase
Painterland Sisters debuts new Passion Fruit flavor
Painterland Sisters is now available in all 1,300+ Publix Super Markets
Little Sesame Launches First-To-Markets Kids Hummus Cups
Nutritional Analysis of Diestel Regenerative Turkeys
Dadascope Communications
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#88 - A Deep Dive Into Our Inaugural State of Regenerative CPG Report

On this episode, we are talking about all things related to our recently released State of Regenerative CPG Report.
Many of you have already checked out the report or at least heard us talk about it briefly on Episode 81 where we unpacked the launch of our new ecosystem.
The report synthesizes ReGen Brands' proprietary learnings from almost three years of studying regenerative CPG, including 80 podcast episodes interviewing brand founders, executives, and other key ecosystem stakeholders. 
It is designed to help you understand the ways regenerative brands are winning today along with the key challenges they face on the road to additional progress. This report is a super easy read but it's definitely dense, so we wanted to unpack ALL of it for you on this episode.
So go download your copy and follow along or just listen in as we dive deep into our comprehensive state of the industry.
 
Episode Highlights:
💭 Why we wrote the report
💡 What we learned along the way
🚀 Unpacking how regen brands are winning today
🛑 Breaking down key challenges and calls to action
🏗️ What we’re building to help solve problems
 
Links:
State of Regenerative CPG Report
Ramping Your Brand
NOSH Live
Newtopia Now
The Gap and The Gain
Carol Sanford
TIG Brands
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#87 - Camilla Marcus @ west~bourne

On this episode, we have Camilla Marcus who is the Founder & CEO at west~bourne.
West~bourne is supporting regenerative agriculture with their chef-driven snacks and pantry staples - all impeccably sourced, utilizing regenerative, sustainable, and organic ingredients. The brand’s ethos is 'eat well. do better. gather often.'
In this episode, Camilla shares her journey from chef to brand Founder, the philosophy behind west~bourne’s unique model, the challenges and triumphs of leading with sustainability in the CPG space, and how Camilla is driving impact far beyond the plate. 
We talk about west~bourne’s new Regenerative Holiday Box, Camilla’s new cookbook, My Regenerative Kitchen, and celebrate their big recent win with The Fresh Market.
Episode Highlights:
❤️ Food is our common love language
🍽️ How restaurants influence popular culture
🚀 Making regenerative cool through food
🤝 Partnering with Glossier for their first CPG product
👩‍🍳 Building a chef-curated brand and product portfolio
🎯 Why climate solutions that aren’t health solutions aren’t solutions
🗞️ Trade media’s role in advancing the regen conversation
🔥 Their Regenerative Holiday Bundle & My Regenerative Kitchen cookbook
👏 Taking their avocado oil national with The Fresh Market
💥 Why radical collaboration is our rocket fuel
Links:
west~bourne
My Regenerative Kitchen Cookbook
Union Square Hospitality Group
The Third Plate
Glossier
Oishii
The Business of Fashion
Stella McCartney
Pangai
Baldor Specialty Foods
Canyon Coffee
Mad Agriculture
Lil Bucks
Lundberg Family Farms
Alexandre Family Farm
Alec’s Ice Cream
Patagonia Provisions
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#86 - Ryan Pintado-Vertner @ Smoketown - How Do We Unlock Massive Demand For Regenerative?

On this episode, we have Ryan Pintado-Vertner who is the Founder and CEO at Smoketown.
Smoketown is a boutique brand consultancy that helps visionaries, mission-driven brands and nonprofits maximize their growth and positive impact without one compromising the other. They use empathy to help solve complex marketing challenges for their clients who are creating more justice, generosity, equity, and regeneration in the world.
Smoketown is supporting regenerative agriculture with their recently released white paper: Unlocking Demand for Regenerative - A Crowdsourced Blueprint for Accelerating Consumer Demand for Regenerative Agriculture
It will come as no surprise to anyone who has listened to this show before to hear that we are convicted in our belief that we need to figure out how to improve our ability to increase consumer awareness and demand for regenerative products. Well, Ryan shares that conviction with us and this white paper was his attempt to explore that concept and share his findings with the community.
And boy did he deliver. The white paper is full of really insightful takeaways and recommended actions to take, and Ryan is here with us today to break it all down. You’ll also learn about his background as an activist and big-CPG brand builder, his previous work at Sometown with mission-driven brands, and his regen awakening that led to him producing this blueprint for driving change.
Join us as we break down how the regenerative community can 1) Increase Consumer Empathy, 2) Refine the Messaging Frame, 3) Double Down on Loyalty and Share of Wallet, and 4) Boldly Collaborate for Big Awareness.
Episode Highlights:
🙏 How his spiritual practice sparked a regen awakening
❤️ Why collaboration has to be a superpower
🎯 Making marketing decisions based on consumer empathy
❌ The limits of sustainability-themed messaging
📈 Why self-interest always outsells altruism
💣 The BIG need for more consumer research
🤝 How cross-promotion can help brands boost regen ROI
🧪 What we can apply from the proliferation of probiotics
🛒 Why retailers have to help drive high-level awareness
💪 How linking regen to nutrition is the biggest unlock
Links:
Smoketown
Unlocking Demand for Regenerative - White Paper
Trailhead Capital
Julia Collins
State of Regenerative CPG Report
Kiss The Ground
Lundberg Family Farms
SIMPLi
Applegate
Regenified Consumer Research
Purdue Consumer Food Insights
Edacious
Bionutrient Food Association
Nutrient Density Alliance
Make America Healthy Again (MAHA)
RFSI Europe
Omie
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#85 - Eric Gutknecht @ Charcutnuvo

On this episode, we have Eric Gutknecht who is the President and CEO at Charcutnuvo.
Charcutnuvo is supporting regenerative agriculture with their Regenerative Organic Certified® beef sausages and they are working to transition their entire product portfolio of beef, chicken, and pork sausage products to ROC™.
In this episode, Eric gives us the real scoop on “how the sausage is made.” We cover his family’s five-generation history in sausage making, his sausage-making training in Europe, and what processes the brand implores that set them apart from the competition. 
Eric also gives us the lowdown on the regenerative organic beef they’re sourcing, how adding the ROC™ certification to their products has boosted velocities, plus what it’s going to take to see more regenerative sausage at your favorite retailer.
Episode Highlights:
🌭 Five generations of sausage-making
↗️ Going from natural to organic to regenerative organic
🏆 What it takes to make better sausage
🍖 Maximizing carcass value and utilization
🦘 Sourcing ROC™ beef from Australia
🤑 Their 25% sales increase post-certification
💪 How Natural Grocers supports regen brands
🔥 New regen products coming in 2025
🥳 Securing ‘menu mentions’ to increase regen awareness
🎯 Why regen potential is equal to retailer commitment
Links:
Charcutnuvo
Regenerative Organic Certified®
Natural Grocers
Hewitt Foods
National Restaurant Association
True Food Kitchen
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#84 - Heidi Diestel @ Diestel Family Ranch

On this episode, we have Heidi Diestel who is a fourth fourth-generation turkey farmer and executive at Diestel Family Ranch.
Diestel Family Ranch has been raising turkeys since 1949, and they’re supporting regenerative agriculture with their Non-GMO, regeneratively raised turkeys that are certified Regenified™.
In this episode, Heidi schools us on their family’s journey raising turkeys and how their practices and products have evolved over the years, she gives us an in-depth look at how they raise their regenerative birds and source regenerative feed, plus she breaks down how they think about product innovation and what is coming in the future from Diestel.
Listen folks, that calendar says November, so it is time to start thinking about that Thanksgiving turkey. We went in-depth for a big-time Turkey 101 with Heidi today, and we were fascinated by everything we learned. We hope you enjoy this one as much as we did, and more importantly, we hope you’re serving a regenerative turkey at your holiday meal here in a few weeks.
Episode Highlights:
🦃 Four generations of turkey farming
🔪 Going from butcher shops to natural retailers
😂 Kyle’s obsession with Diestel turkey
3️⃣ The turkey farming trifecta: breed, feed, and time
⁉️ What’s a regenerative turkey?
✌️ Why regen turkey takes both fowl AND feed
🌽 Sourcing 650 tons of Regenified corn
↗️ Diversifying the product portfolio in the last decade
🍗 Creating products for the Thanksgivings of the future
🔥 A three-pronged playbook for regen poultry to scale
Links:
Diestel Family Ranch
Regenified™
Diestel Becomes First Certified Regenified™ Turkey Brand
Global Animal Partnership
Smoketown Report: Unlocking Demand for Regenerative
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#83 - Kyle Sullivan & Jesse Smith @ Figure Ate

On this episode, we have Kyle Sullivan & Jesse Smith from Figure Ate Foods and the White Buffalo Land Trust. Kyle serves as the Director of Marketing and Communications while Jesse serves as the Director of Land Stewardship.
Figure Ate is supporting regenerative agriculture with their persimmon vinegar and beef biltong products, and the Figure Ate brand is a part of the larger White Buffalo Land Trust non-profit that is stewarding the 1,000-acre Jalama Canyon Ranch and serves as a global hub for regenerative land stewardship, ecological monitoring, research, education, training, and enterprise development. 
In this episode, we learn about why developing demand-building enterprises supporting ecological stewardship is a major key to regenerative success, Kyle and Jesse share the journey of launching the brand, formulating the initial products, and selling across multiple sales channels, plus we learn about some new projects and products they have in the works.
Episode Highlights:
🌎 Creating a global hub for regenerative agriculture
⁉️ Why does a non-profit have a food brand?
👉 Building enterprises that support ecological stewardship
🤯 The ecological complexity at the Jalama Canyon Ranch
🍶 Why persimmon vinegar was product #1
🔥 Developing domestic Elderberry supply + new products
😡 Dealing with legal and regulatory challenges in marketing
💪 Leading with nutrition claims on packaging
👀 New biltong flavors coming soon
💫 The quorum of energies that will scale regenerative
Links:
Figure Ate
White Buffalo Land Trust
Richard’s Regenerative
Sandhi Wines
Ventura Spirits
Value-Added Producer Grants
Good Food Awards
Land To Market™
White Oak Pastures
Thousand Hills
Partnerships for Climate-Smart Commodities
State of Regenerative CPG Report
Good Energy by Casey Means
Outstanding In The Field
Bionutrient Food Association
Nutrient Density Alliance
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#82 - Benina Montes @ Burroughs Family Farms

On this episode, we have Benina Montes who is the Founder and Co-Owner of Burroughs Family Farms.
Burroughs Family Farms is supporting regenerative agriculture with their regenerative organic farm producing almonds, olives, and walnuts while raising pastured sheep and poultry. Their brand predominantly sells almond-based products like various nut butters and their new almond concentrate, along with whole-snacking almonds offered in various formats and flavors. 
In this episode, we learn about the Burroughs family's long history in farming and with food brands, Benina details their regenerative journey and how they became the first almond farm in the world to be Regenerative Organic Certified®, and we learn about why they launched their own brand and how it has grown over the last few years.
Benina and her family are proving firsthand on their more than 1,000 acres that almond farming can be both regenerative and productive - leading to big wins in water infiltration, farm profitability, crop nutrient density, and more. They even host an Annual Regenerative Almond Field Day to share their efforts with other farmers, brands, retailers, researchers, and more.
Episode Highlights:
🧑‍🌾 The Burroughs family’s history with farming and brands
🫙 Why they created their own brand
😡 How the entire almond industry incentivizes bare ground
🌳 Why farming in California is so different
🏗️ How new harvesting equipment enables regen practices
🔥 Their Annual Regenerative Tree Nut Field Day
🐑 The challenge of building off-take for both crops and livestock
🏆 Their NEXTY-winning Almond Milk Concentrate
🥈 Why they have two regenerative certifications
🛒 How retailers and distributors can support regen
Links:
Burroughs Family Farms
2024 NEXTY Award Winners
4th Annual Regenerative Tree Nut Field Day
Ecdysis
Sustainable Groundwater Management Act
Undaunted Courage
Rick Clark
State of Regenerative CPG Report
Regenerative Organic Certified®
Regenified™
Naturland
CDFA Defining Regenerative Agriculture
Alice Waters Institute
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#81 - ReGen Brands Launches Unprecedented Support Ecosystem For CPG Brands Supporting Regenerative Agriculture

On this episode, we are celebrating some very big news.
This week, we launched a new unprecedented, multifaceted support ecosystem for CPG brands supporting regenerative agriculture including two new non-profit organizations and one future for-profit organization.
The three entities are called: ReGen Brands Institute, ReGen Brands Coalition, and ReGen Brands Capital.
We’ve shared bits and pieces of our work on all of this over the past year, but we have not really given our audience a full update since August of 2023. And there’s a reason for that, as we’ve been quite hard at work building this new ecosystem.Please check out the updated website, read our inaugural State of Regenerative CPG report, and view the press release to get a nice, concise, articulate download of what we’re doing.
In this episode, we wanted to give you a peek behind the curtain on what went into shaping this vision, building the inaugural entities, hitting some key milestones, and where we go from here. Long story short, if you want to know what the future of our work looks like, then this is a must listen. We’re so proud to take this massive step forward and we couldn't have done it without your support. We hope you’re as energized by this milestone as we are.
 
Episode Highlights:
🎉 The new ReGen Brands ecosystem
🤯 How we got here
↗️ Where we’re headed
❓ Why this new approach
🏫 Introducing, ReGen Brands Institute
📚 Our new research and education programming
🤝 Introducing, ReGen Brands Coalition
🔥 Our new trade association for regen brands
💰 Introducing, ReGen Brands Capital
🙏 Values-aligned capital for regen brands
 
Links:
ReGen Brands
New Ecosystem Announcement
State of Regenerative CPG Report 
ReGen Brands Institute
ReGen Brands Coalition
ReGen Brands Capital
ReGen Brands Weekly Newsletter
JellyShot
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