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  • #37 - Drinking Our Way To Regenerative Organic Row Crops + The Regen Branding Rut + 600,000 Acres Committed + Whole Foods' 2024 Trends

#37 - Drinking Our Way To Regenerative Organic Row Crops + The Regen Branding Rut + 600,000 Acres Committed + Whole Foods' 2024 Trends

The ReGen Brands Weekly

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

Brought to you by The ReGen Brands Podcast

This Week’s Episode:


  • 🎉 Launching the first Regenerative Organic Certified® booze!

  • 🤤 Their inaugural lineup of 3 farm-to-can cocktails

  • 😯 Why real spirits > malt liquor for RTDs

  • 😂 The COVID supply chain crisis that inspired the brand

  • 🥃 Why regenerative acreage depends on alcohol consumption

  • 🎯 The huge opportunity for clean and organic adult beverages

  • 👌 Focusing on certain retailers to drive product discovery

  • 🤯 Why copper distilling is a gamechanger for flavor

  • 👏 Starting a female and queer-founded brand in a male-dominated industry

  • 🔑 Why retailers are the key to a regenerative revolution

“[With alcohol], we can help the same types of growers find retail products where consumers could help support the land. It was obvious the consumer is filling up their cart with organic products. We know the growth in the organic market. Alcohol has slowly started and when it comes to spirits and canned cocktails, there's so much room here.”

Taylor Lanzet

“The taste has to be incredible. We’re competing in a crowded space. People want amazing culinary experiences, whether at a restaurant or at home. Our table stakes always and forever are quality and flavor. But coolness is also important, having something on your bar cart that looks really fun and cool, so we spent a lot of time on the packaging…But we’re also keeping our ethos in it, emphasizing organic and the ROC certification to help people understand why we care so much about our products.”

Maddy Rotman


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

  • Check out the recap! 🙃 

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

ReGen Branding Strategy:

  • 🥳 Will Higgins details “the regen branding rut” holding regenerative brands back from mass appeal (guest blogs are BACK, baby!)

  • 👉 Regenerative branding is in a rut. An unsexy rut, preaching only to the converted. Moving beyond the grassroots base, reaching an inflection point, and generating mass appeal requires regen brands to embrace a new, slower, and detail-oriented strategy to develop intimate, lasting relationships with consumers.

🙋‍♂️ We are hoping to feature a guest blog post every week.

📧 Drop me a line if you have something to share at the intersection of regenerative agriculture and CPG.

ReGen Brand News:

  • The collaboration will fund projects that seek to advance more sustainable farming practices for wheat and other crops in 7 U.S. states.

  • The 600,000 acreage target is roughly the amount of land General Mills relies on to source key ingredients for products sold through Walmart and Sam’s Club stores.

  • You can also view Walmart’s press release here.

Credit: Walmart

  • We had to take our destiny in our hands. We have to be diversified. The reason we started this is we, at many times, were afraid we would have to sell the cows. That’s the No. 1 reason we started it: We were at risk of losing our cows and lifestyles and livelihoods.” - Hayley Painter

  • Can you guess what brand is featured on Episode 52 of the podcast dropping this week!? 😉

Credit: Painterland Sisters

  • Regenerative brands receive shoutouts across the trends list with mentions as follows…

    • Atlantic Sea Farms ➡️ “Put the “Plant” Back in “Plant-Based”

    • Lil Bucks, Lotus Foods, & BAM ➡️ “Buckle Up for Buckwheat”

    • Lundberg Family Farms & SIMPLi ➡️ “Clean & Conserve: Water Stewardship“

    • Lotus Foods ➡️ “Noodle News”

Credit: Whole Foods Market

🏃‍♂️ Quick Hits:

🍚 Lotus Foods Organic White and Brown Basmati Rice has achieved ROC® Gold.

🤝 Regenerative Rising and the Soil & Climate Alliance are co-hosting a “Bridging Food and Fashion Industries to Transition to a Regenerative System” workshop at the National Biodynamic Conference.

🥩 Verde Farms’ beef is now available at Shaw’s.

ReGen Brand Jobs:

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