Weekly episodes, news, and insights from the world of regenerative CPG
This Week’s Episode:
🤤 How Adam became obsessed with buckwheat bread
👏 Their national rollout in Whole Foods happening NOW!
🌊 Maddie’s transition from oceanography to entrepreneurship
🌳 Adam volunteering at a non-profit regenerative farm
📦 Why COVID forced them to focus on DTC early on
🏗️ Building buckwheat supply with John @ Field Theory
👍 The agronomic and commercial benefits of buckwheat
🥇 Working with Social Carbon Initiative (SCI) for certification
🤯 The simple power of slicing bread
💭 Creative marketing that drives trial at retail
“John went out and found five farms in addition to his own that weren't already growing buckwheat and convinced them to grow buckwheat for us and secured 1000 acres of regenerative buckwheat. (Those farmers) weren't already certified regenerative and they weren't already growing buckwheat. So that's a dream come true for us. We're not just buying buckwheat that was already being grown regeneratively. We were finding farms that are not certified, getting them certified and then adding buckwheat to their crop rotation.”
Product Innovation 🤝 ReGen Brands:
🙋♂️ 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 Brands Insights (ICYMI):
There are funders out there who make grants to support regenerative brands and supply chains; however, we typically find that knowledge of and access to these sources of capital is scarce. Not to mention that most brands do not have the in-house resources to properly understand, apply for, and activate these pools of capital by themselves.
ReGen Brand News:
🤩 3 ReGen Brands Land Big Distribution Breaks
Big Picture Foods’ products are now available in JARS! These items are debuting nationwide in Sprouts stores on the NEW FOR YOU table.
6 Regenerative Organic Certified® items from SIMPLi are now available in BULK at MOM's Organic Market!
Credit: Big Picture Foods & SIMPLi
Credit: White Leaf Provisions
“The past 5-10 years have seen an emergence of brands that offer food for healing of people and planet… and women are leading the charge.”
“Like most regenerative brands, because the regenerative food system is still in its infancy, White Leaf and Sarilla have to work extra hard to convey these stories, and the overall benefits of regenerative, to consumers.”
Credit: Regenerative Food Systems Investment
🏃♂️ Quick Hits:
As regenerative brands continue to trial what messaging about regenerative farming resonates with consumers, Lundberg Family Farms is leaning heavily into their work with ducks.
Check out these three videos that are rolling out as television ads across the country:
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