ReGen Brands Podcast Regen Brands Podcast

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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