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

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

October 17, 2023

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

Brought to you by The ReGen Brands Podcast

This Week’s Episode:

#50 - Matt Maier @ Thousand Hills Lifetime Grazed

Highlights:

🎉 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

Recap:

Don’t have time for the full episode? 😵‍💫
Check out the recap! 🙃
Everything you need to know in less than 5 minutes. 🥳

ReGen Brands Recap #50

A 20-Year Winning Formula For Regenerative Beef

ReGen Brand News:

🥃 Diageo launches regenerative agriculture programs for scotch and tequila

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.