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- #115 - Why Contribution Matters More Than Attribution
#115 - Why Contribution Matters More Than Attribution
Episode Highlights:
📢 Why regen at Simple Mills is about contribution > attribution
🌾 Agriculture makes up over half of Simple Mills’ carbon footprint
🚜 Farmers need brands to help de-risk regenerative transitions
💰 Paying regen bonuses to sunflower farmers in the Midwest
📦 Their regen programs now span 4 ingredients and 70,000+ acres
🔬 Designing regen into product innovation from day one
📲 Leveraging regen efforts in marketing and what is resonating
💸 The non-consumer-focused business case for regen investments
🤝 Why scaling regen = more meetings
🎯 How all flourishing is mutual
“We’ve learned that simply asking or telling farmers to adopt certain practices often misses the mark. Most of the farmers we talk to are really interested in using regenerative principles… but the context that they’re operating in is not always conducive.”
“When we’re thinking about how we want to institutionalize this goal within our innovation process, it’s about building it into the framework. We want our team to be thinking about it automatically.”
“Yes, we’d love a clear consumer unlock someday, but we are not going to wait for that opportunity to fall into our laps to advance this work.”
Don’t have time for the full episode? 😵💫
Everything you need to know in less than 5 minutes. 🥳
Yerba Madre (formerly Guayakí) debuts Watermelody—its first-ever seasonal flavor and first yellow-can release under the refreshed brand identity, blending watermelon, hibiscus, and honeydew for 150mg of organic, plant-powered energy.
The launch was co-created with input from Yerba Madre’s 12K+ “Ambacebador” superfan community, highlighting the brand’s commitment to community-driven innovation rooted in regeneration and purpose.
Credit: Yerba Madre
PACHA has partnered with Imlak’esh Organics to launch two limited-edition high-protein loaves, Blueberry Cacao and Lemon Blueberry, each with 5g of complete plant-based protein per serving, free from gluten, dairy, and nuts.
The loaves feature regeneratively grown Sacha Inchi, a nutrient-dense seed containing all nine essential amino acids, alongside PACHA’s sprouted buckwheat sourdough base for improved digestion and absorption.
Credit: PACHA
🍷 Vignoble De La Bauge has become the first Canadian vineyard to earn Regenerative Organic Certified® status. Winemaker Simon Naud achieved the milestone through practices like rotational sheep grazing, swallow nesting boxes, and rich composting. (Wine Business ↗)
🔥 Laurel’s Coffee is rolling out nationwide at Whole Foods just one year after launch. The company is bringing coffee shop–inspired flavors to retail shelves, marking a major milestone for the fast-growing startup. (LinkedIn ↗)
👏 Serenity Kids and White Leaf Provisions have both earned spots on the 2025 Inc. 5000 list of fastest-growing private companies in America. Serenity Kids has sold over 100 million pouches of nutrient-dense baby food, while White Leaf Provisions achieved 220% growth in three years—each marking major milestones in their missions to bring healthier, high-quality products to families nationwide. (LinkedIn ↗ + LinkedIn ↗)
🥳 Figure Ate has launched its regeneratively raised, zero-sugar beef biltong on Thrive Market, joining a curated selection of planet-positive, clean goods. (LinkedIn ↗)
🎒 GoodSAM Foods has launched a 6-count Back-to-School Snack Pack of its regeneratively sourced, single-ingredient Fruit Chips available exclusively online and at Whole Foods. Made by women-led teams in Colombia, these zero-added-sugar snacks offer a clean, planet-positive option for school lunches and on-the-go families. (LinkedIn ↗)
🐑 Atkins Ranch is using technology like satellite-based carbon tracking to boost soil health, biodiversity, and farmer incomes. CEO Pat Maher says the company’s mission is to return more money to farmers while raising animals and managing land with the utmost respect for the environment. (Ag Funder News ↗)
📈 SPINS reports that sustainability is rapidly moving from niche to mainstream, with natural-positioned products surpassing $73 billion in annual sales and seeing strong growth when paired with certifications like Regenerative Organic and Fair Trade. The data shows consumer demand, regulatory pressures, and packaging shifts are driving brands to prioritize transparency, innovation, and affordability to capture this expanding market. (Food Industry Executive ↗)
🌱 Row 7 is looking for a CPG Innovation Manager
🫘 SIMPLi is hiring a Retail Sales Manager
💊 Ancient Nutrition is looking for a Marketing Project Manager, Graphic Designer, Contract, & National Educator
🥩 Force of Nature Meats is hiring a Social Media, Community & Content Manager
🛢️ La Tourangelle is looking for a Sales Manager - East
🥣 Modern health advice… from the Stone Age?
Kettle & Fire takes us back 1.5 million years to “The Broth Age” in its latest ad campaign
Credit: Kettle & Fire
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