#36 - How Thousand Hills Grew To #1 In Natural + Diageo Launches Regen Programs

The ReGen Brands Weekly

Weekly episodes, news, and insights from the world of regenerative CPG

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This Week’s Episode:

#50 - Matt Maier @ Thousand Hills Lifetime Grazed


  • 🎉 Celebrating 20 years of Thousand Hills Lifetime Grazed!

  • 💥 Matt’s background as a CPG brand manager & marketing consultant

  • 💭 The inspiration to work on regen beef after returning to the farm

  • 🥇 Becoming the number one meat brand in the natural channel

  • 👏 Selling products in all 50 states and sourcing from 50+ family farms

  • 🔥 How value-added product development helps them win

  • 😯 Why their prices will only go up as they scale

  • 🥩 Exciting nutrient density studies coming soon!

  • 🧐 How imported grass-fed beef affects domestic brands

  • 🤯 Working with Lorentz Meats and now 15 total processors

“As it is, the price nowhere near reflects the value in the package or sufficiently rewards the producers. The last thing I want to do is consolidate cattle into one plant or figure out the fastest way we can make that animal grow by giving it the most supplements, sugar, and starch. We need to go in the other direction – more diversity, more care, more stewardship – and we'll be much better off.”

Matt Maier


  • Don’t have time for the full episode? 😵‍💫 

  • Check out the recap! 🙃 

  • Everything you need to know in less than 5 minutes. 🥳

ReGen Brand News:

  • The programs are focused on reducing the carbon emissions of farming barley and wheat for Scotch whisky and agave for tequila.

  • The tequila program will span across Diageo-managed farms and its network of producers of the agave required for Diageo’s tequila brands, including Don Julio, Casamigos, DeLeon, and Astral.

  • The first phase of the scotch program will focus on approximately 20 farms in three key barley and wheat sourcing regions in Scotland for brands including Johnnie Walker, Talisker, and The Singleton.

  • These programs aim to support a reduction in Scope 3 carbon emissions as part of Diageo’s 10-year ESG action plan, where agriculture currently contributes one-third of Diageo’s Scope 3 emissions. The programs form part of Diageo’s investment of £1 billion into developing a low-carbon world.

Credit: Diageo

🏃‍♂️ Quick Hits:

🌊 Atlantic Sea Farms unveils a rebrand and expands distribution.

☕️ Nestlé is piloting a weather-insurance program for more than 800 smallholder farmers in Indonesia that supply coffee for its Nescafé brand.

👏 Land to Market’s Wyatt Ball discusses building bridges between brands and farmers.

ReGen Brand Jobs:

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